Mobility is in a constant state of change — now perhaps more than ever before. Numerous digital systems have already made it into the car, and in the future they could even enable vehicles to drive completely autonomously. For users, therefore, different things are at the forefront than it was the case just a few years ago. To make them feel comfortable in a vehicle, new ideas and approaches are needed.
Exactly these concepts were to be developed in this workshop. The participants searched for answers to these questions in groups. The results were insightful. As it turns out, technical functions are primarily a status symbol for Chinese customers. Thus, practical benefits play a subordinate role. Strong individualization is also of great importance for the Chinese market. In the future, Chinese customers expect intelligent technology in their cars. This should ensure that the cars are a place where it is possible to socialize and spend time with friends. For Audi, this workspace showed that the requirements for technical functions in cars are very different in Europe and Asia. The Chinese market sees the car much more as a status symbol. Most importantly, it must impress.