Neil Brooker

“Automobiles are an important part of our lives, yet we mostly leave them idle. With connectivity, electrification, and autonomous driving, our cars could always be ‘on’ like our mobile devices today. Today, we choose our cars based on design, comfort, quality, and the driving experience—areas incumbent automakers understand well. But will the time come when the software experience supersedes the physical experience as the customer’s primary consideration, and consequently, the software brand identity overshadows the hardware? The automaker that balances the physical with the digital customer experience will likely prevail. The Flagship Experience offers a timely perspective.”