The Vehicles of Tomorrow with Álvaro Marquez

For generations, when you purchased a car what you bought is what you got. That is changing. It’s accepted that self-driving, electric vehicles are the future. However, what many people might be surprised to know about the future of the vehicle is that cars, trucks, and SUVs will operate more like a cell phone than they do like the vehicles of yesterday. They will get feature updates, adapt to your particular needs, and continuously improve using massive amounts of data much like the ubiquitous smart phone.

In this interview, Álvaro Marquez - product designer and customer experience expert - discusses driverless vehicles, the concept of the Software-Defined Vehicle, the infrastructure necessary to enable mass electric vehicle adoption, fleet management and ownership, and how humanity will benefit from a reimagined relationship with vehicles. Álvaro says that as vehicles become more capable and connected they will become a viable “third place” (after the home and workplace) where some people connect with others, go for privacy, manage their personal lives, watch movies, and even do activities like sing karaoke. While Álvaro says a vehicle will not replace the smart phone, it will offer a more comfortable place to do many of the activities people do on their phones.

Álvaro Márquez is an established figure in the field of user-centered design and experience strategy, currently serving as Chief Experience Officer at icon incar where he leads an international multi-disciplinary team in the development of future-oriented R&D projects for the automotive and mobility industry. His work is globally recognized for his thoughtful, systematic and occasionally irreverent approach, which tends to explore idiosyncratic moments of everyday life from emergent futures.