The automotive industry is one that faces serious innovation and possible disruption over the next few years and well into the 21st century. It’s also an industry that’s collided with more areas of consumer electronics than the typical consumer might realize. As such, IFA, the world’s largest consumer tech and home appliance show, and the Geneva International Motor Show have teamed up—along with Palexpo and Messe Berlin—to launch Shift AUTOMOTIVE, a new biannual convention.
Held twice a year in Berlin and Geneva, Shift AUTOMOTIVE will explore how new technologies are changing the way consumers think, live, and drive. The show will be cohosted alongside the Geneva International Motor Show, and IFA.
The launch of Shift AUTOMOTIVE will be marked by a keynote address during the Geneva International Motor Show—media days of which are underway now—by BlackBerry Chief Security Officer Alex Manea. Manea will outline how car manufacturers must secure autonomous and connected cars in order to win consumers’ trust.
“Amazing things happen when inventors from two different industries—automotive and consumer electronics—tackle the same challenge: the future of driving,” IFA Executive Director Jens Heithecker said in a statement. “With Shift automotive, we want to explore how new technologies are changing the way we all think, live and drive. The way we get from point A to point B is going to be utterly disrupted, but we need to know how and when consumers will be ready for it.”
While much of the conversation around car technology has been focused on changes and new technological achievements around the driving experience, what Shift AUTOMOTIVE will aim to answer are questions around whether or not consumers are ready for these changes and advancements. For example, do drivers and passengers see transport disruption as a threat or an opportunity? Will new technologies make driving more complex, or less? What happens when drivers become passengers? And are people ready to switch from owning a car to subscribing to mobility experiences?
“Nobody knows yet how we will drive in the future—except that it will be dramatically different to our experience today,” Maurice Turrettini, President of the Geneva International Motor Show, said in the statement. “With Geneva International Motor Show and IFA joining forces, Shift automotive brings together the best of the consumer electronics and automotive industries, because only if both work together can we build an automotive future that works for us all.”
The first two-day Shift AUTOMOTIVE event will be held in Berlin on September 4 and 5 during IFA. That will be followed up by the Spring Shift AUTOMOTIVE show in Geneva in March 2019.