• SOURCE: BMW AG

The BMW VISION NEXT 100 - Making of - Interview Holger Hampf

ID

424857

Description
Interviews are in English and German
Shotlist
I believe car and driver will interact in a much more natural way in the future. I think today driving and interacting with the car are still two independent processes and they are not very much linked with each other. Interacting with a car is almost foreign to driving a car. In the future I think these processes are much more fluid and I don’t think, that the driver will think much about interacting with the car in the future. Interacting with anything artificial today, feels cumbersome I don’t think it feels right to us as humans. It is much more comfortable to interact with another human than with anything artificial. If you say a car is artificial, then I think we´ll have to work hard to make it feel more like someone else I’m talking to, I can talk to in a very natural way. Digital means a lot more than just a display. It means the type of service we are offering in a digital way. It means kind of the process of interacting with a digital device. Alive geometry means something dynamic, something that can change, and something that is adaptable. Especially when it comes to different driving modes of the future. We talk much about autonomous driving, self-driving and so on. The car has to actively adapt to these driving conditions. And that to me is possible with alive geometry. We will have to talk much more about simplicity and minimalism in user interface in digital experiences in the car and the reason for that is quite simple. The amount of information that the user and also the driver is confronted with today, is just increasing. It is actually rapidly increasing. I would describe it as noise. As a noisy environment. All the information, just think about advertisements on your mobile device. So in the future it is much more about providing relevant information at the right point of time, when I need it as a user and not the information that I don’t want to deal with at that point of time. With the alive geometry I think for the first time we will be able to see a fusion of geometry and digital aspects or digital qualities in a car. Geometry in itself is hard facts, it’s a dashboard, its leather, and it’s wood. Digital is information, it is the quality that changes overtime. That changes according to driving situations. Once we are able to fuse those two. I think the experience overall with your car, the interaction with the car, will be much more of an interaction or the type of interaction that is one interaction. Today it is about pushing buttons in a car and kind of telling the car what it has to do. My hope is, that in the future the car will anticipate much more, what I want it to do. So it will be predicting, what I want it to do and it will be anticipating what I want it to do. So much more of a proactive stands towards me as the driver and user than a reactive time. We all know that certain situations are demanding our full attention, when it comes to driving and I don’t have the time or the bandwidth, the cognitive bandwidth to focus on an interaction. In these situations the car can support me in driving. It can be become a partner of mine. Technology prediction is a very hard thing to do. I think we can hardly say, what will happen in two or three years from now. Working on the Vision Vehicles means that you have to step completely out of your every life and what you know today and kind of start a forecast of what interaction might be in 35 years from now. This is quite hard, but it also has to do with kind of drawing an optimal picture of how things should be in the future and this is what we do. German: Fahrer und Fahrzeug werden in der Zukunft viel natürlicher miteinander interagieren. Ich glaube heute sind Fahren von einem Auto und die Interaktion mit einem Auto, die Interaktion mit einem User Interface noch zwei komplett getrennte Dinge. Eigentlich sprechen wir richtigerweise häufig von Ablenkung, wenn wir über ein Interface sprechen. In der Zukunft hoffe ich, dass die beiden viel mehr miteinander arbeiten und dass das Interagieren mit dem Auto ein ganz natürlicher Prozess während des Fahrprozesses ist. Digitalität heißt nicht nur Anzeigekonzepte, heißt nicht nur User Interface im Auto und BMW ist in einem Prozess, den kompletten Umfang von Digitalität richtig zu verstehen. Das inkludiert Services das inkludiert digitale Prozesse, wie und wann und wo welche Information zur Verfügung gestellt wird. BMW kann da offensichtlich eine Schlüsselrolle spielen und wir sind dabei Digitalität in seiner vollen Umfänglichkeit zu verstehen. Digitalität kann den Ausdruck einer Marke wesentlich beeinflussen und erhöhen. Denken wir zum Beispiel an MINI und BMW: eine digitale Erfahrung muss sich komplett anders anfühlen. Und das heißt, sie darf nicht nur anders aussehen oder eine andere Graphik oder eine andere Farbe haben, sie muss sich komplett anders anfühlen. Weil wir wissen, dass die Benutzer oder die Kunden der einzelnen Marken sehr, sehr unterschiedliche Menschen sind und deshalb muss Digitalität oder kann Digitalität letztendlich den Ausdruck einer Markenidentität erhöhen und verbessern. Es ist ja heute schon schwierig, Technologiefortschritt nur für die nächsten zwei, drei Jahre voraus zu sagen. Also ist es besonders schwierig vorauszusagen, wo werden Fahrzeuge in dreißig Jahren sein. Ich bin aber fest davon überzeugt, dass Mobilität viel gesamthafter gedacht wird und auch gelebt wird in dreißig Jahren von heute. Das Auto wird in diesem Sinne ein Bestandteil eines viel, viel größeren Mobilitätsystems werden und insofern müssen wir als BMW Group uns stark auch daran orientieren, was um das Fahrzeug herum passiert. Und das ist eine große Herausforderung, aber auch eine Herausforderung, die wir gerne annehmen. Interacting with anything artificial today, feels cumbersome I don’t think it feels right to us as humans. It is much more comfortable to interact with another human than with anything artificial. If you say a car is artificial, then I think we´ll have to work hard to make it feel more like someone else I’m talking to, I can talk to in a very natural way. Digital means a lot more than just a display. It means the type of service we are offering in a digital way. It means kind of the process of interacting with a digital device. Alive geometry means something dynamic, something that can change, and something that is adaptable. Especially when it comes to different driving modes of the future. We talk much about autonomous driving, self-driving and so on. The car has to actively adapt to these driving conditions. And that to me is possible with alive geometry. We will have to talk much more about simplicity and minimalism in user interface in digital experiences in the car and the reason for that is quite simple. The amount of information that the user and also the driver is confronted with today, is just increasing. It is actually rapidly increasing. I would describe it as noise. As a noisy environment. All the information, just think about advertisements on your mobile device. So in the future it is much more about providing relevant information at the right point of time, when I need it as a user and not the information that I don’t want to deal with at that point of time. With the alive geometry I think for the first time we will be able to see a fusion of geometry and digital aspects or digital qualities in a car. Geometry in itself is hard facts, it’s a dashboard, its leather, and it’s wood. Digital is information, it is the quality that changes overtime. That changes according to driving situations. Once we are able to fuse those two. I think the experience overall with your car, the interaction with the car, will be much more of an interaction or the type of interaction that is one interaction. Today it is about pushing buttons in a car and kind of telling the car what it has to do. My hope is, that in the future the car will anticipate much more, what I want it to do. So it will be predicting, what I want it to do and it will be anticipating what I want it to do. So much more of a proactive stands towards me as the driver and user than a reactive time. We all know that certain situations are demanding our full attention, when it comes to driving and I don’t have the time or the bandwidth, the cognitive bandwidth to focus on an interaction. In these situations the car can support me in driving. It can be become a partner of mine. Technology prediction is a very hard thing to do. I think we can hardly say, what will happen in two or three years from now. Working on the Vision Vehicles means that you have to step completely out of your every life and what you know today and kind of start a forecast of what interaction might be in 35 years from now. This is quite hard, but it also has to do with kind of drawing an optimal picture of how things should be in the future and this is what we do. German translation: Fahrer und Fahrzeug werden in der Zukunft viel natürlicher miteinander interagieren. Ich glaube heute sind Fahren von einem Auto und die Interaktion mit einem Auto, die Interaktion mit einem User Interface noch zwei komplett getrennte Dinge. Eigentlich sprechen wir richtigerweise häufig von Ablenkung, wenn wir über ein Interface sprechen. In der Zukunft hoffe ich, dass
Usage Rights/Restrictions
This media asset is free for editorial broadcast, print, online and radio use. It is restricted for use for other purposes.

Contact

  • Client Relations
    TheNewsMarket