Driverless shouldn’t equal meaningless: creatives can unlock the user experience
There’s no halting the rapid push toward driverless cars—once the technology is matured, autonomous vehicles (AVs) will likely make the roads safer and better for the environment. But without the act of driving, what will connect the user to the brand? Typically, one of the key differentiators between car brands, separating a Fiat from a BMW, is the feel and interior. The sound the engine makes, the haptic response when the key switches the ignition, the tactile material and feel of the wheel—each factor garners a response from the driver which reinforces their choice. It’s visceral branding.