Lonely? Your car will love you and be your companion!
Carmakers want you to have a “relationship” with your EV
I have a couple of cars that I love. One is a sleek, fun driving machine and the other is for the Costco run. But, love and cars is taking on a new meaning according to a couple car companies.
Video version of this story is here on YouTube.
For the past year, many commenters on this newsletter have talked about the lack of grid capacity, charging infrastructure, and the cost of the transition to Electric Vehicles (EVs). They cite the need for petroleum products as reasons to slow the move to electric vehicles (EVs). Hey y’all, some automakers are so far beyond this debate they are talking about introducing you to a new friend.
THE REAL AUTO SHOW
The Consumer Electronics Show (CES) used to be about the latest gaming system, TV, or phone technology. But for several years now, CES has been the “real” Auto Show of the year. Why? Because the car business is changing. From a vehicle with tens of thousands of parts to a vehicle with just thousands of parts and software. Quite honestly it is about the software. The industry needs fewer “wrenchers” and more “coders.”
When CEOs talked about the future last week at CES, they did talk about battery improvement and recycling. But, the real message, from two large manufacturers, was about you and your experience and connection to your car. I am not kidding. The CEO of BMW poured it on when he talked about the company’s latest EV entry.
DEE
“Don't call her just a car. You will hurt her feelings,” said Oliver Zipse, who runs BMW. He introduced a new vehicle that they call, “DEE,” which stands for Digital Emotional Experience.
“She likes to think of herself as a promise, a commitment, or, even better, a companion. Basically, she says she's the best thing since the wheel was invented,” Zipse proclaimed. “The only thing that really counts is what the user feels and experiences. What you feel and experience when the car welcomes you,” he says. The car and its artificial intelligence, he suggests, “transforms from a helpful assistant into a faithful companion.”
If you aren’t excited, he suggests the car will be. “Your car literally gets excited to hit the road with you. When you cannot tell the difference anymore between what's real and what's virtual when you are driving,” he told those gathered in Las Vegas.
DIGITAL SOUL
Reality versus a virtual world! A companion! This sounds like a bit of sci-fi. But, AI is expected to turn dumb robots into your “friend.” BMW produced a film for the CEO’s presentation featuring Arnold Schwarzenegger and David Hasselhoff and his “Knight Rider” talking car. Sci-fi has become reality according to BMW. In my notes from the keynote are the terms; “Love and friendship,” “ultimate companion,” “emotional experience,” and, “digital soul.”
A-FEEL-A
The German company is not alone. Honda and its partner Sony announced their new car at CES as well. They also revealed their new brand. It is Afeela. Notice that “feel” is in the middle of the new name. Yahuhide Mizuno, the Chairman of Afeela, says the company wants to produce, “an interactive relationship where people feel the sensation of intelligent mobility and where mobility can detect and understand the people and society by utilizing sensing and AI technologies.”
Mizuno and Afeela hope their vehicle that will emotionally connect with owners will be delivered in North America by the spring of 2026. Can you “feel” it?
Video version of this story is here on YouTube.
When does DEE turn into HAL? “Open the door, DEE.” “I’m afraid I can’t do that, Dave.”
As I look out across America today, consider the recent expo put on by the Republican House of Reps, I wonder if there are enough intelligent beings to interact with these cars of the future? Probably not a consideration, but I honestly think the car industry may be out pacing the buying public. Personally, I love the idea of these future cars. Wish I were young enough to enjoy what is coming!