The advents of disruptive technologies including AI, voice, and mixed reality have introduced a futuristic vision to the smart vehicle experience. Automobile makers and retailers both are trying to capitalize on new high-tech solutions to revamp the in-vehicle experience for both drivers and passengers. Such technology solutions are also helping mobility service providers to gain an edge over others in a highly competitive market. As the passenger experience becomes a top priority for companies, autonomous vehicles may evolve into hubs for immersive entertainment and new channels for retail. The auto companies are accelerating in-car experience while looking forward to optimizing across all facets of the car journey ensuring passenger safety and vehicle security.

'Tis the season for looking ahead, and one of the most exciting technologies on the horizon is AVs (autonomous vehicles), including both personal AVs and transportation services, like autonomous taxis or "robotaxis." New research delves into the projected robotaxi market, providing a glimpse into the potential future of shared transportation services in a connected, autonomous world. The road ahead isn't free of obstacles, but the industry is already looking for ways to commercialize this transformative technology. Autonomous mobility offers the promise of safety and efficiency. When AI (artificial intelligence) rules the roadways, roads won't be subject to the consequences of human mistakes and human distraction.

Karl Benz and Henry Ford revolutionized transportation with the initial development and mass production of the automobile. Now, more than a century later, the automotive industry is poised to transform transportation again, with a push to develop connected, personalized and autonomous driving experiences, electric vehicles and new mobility business models from ride-sharing to ride-hailing and multimodal, smart transportation concepts. This industry is expected to see significant growth, becoming a $6.6T industry by 2030, with disruptive business models accounting for 25 percent of all revenues, according to consulting firm, McKinsey & Company. From shared vehicle services to fully electric transportation, manufacturers are developing new products and services to enable large fleets offering mobility-as-a-service, which will increasingly replace individual car ownership. This involves modernizing the in-vehicle experience with productivity, entertainment, and personal assistants that are safe and secure, following users across different transport modes, adding value for businesses and consumers alike.