While the 2019 IFA Berlin concluded back in September, reverberations continue to be felt from the event, particularly with regard to the two-day Shift Automotive Conference that explored the future of mobility.
Experts from literally every corner of this market discussed whether new smart mobility solutions can be both sustainable and acceptable to society. While both of those notions were explored, the one thing that appears to be a certainty is that the car of the future will be much more than a mode of transportation, gradually evolving to become a “home away from home”.
One company at the event, MXT Lab, jointly founded by Fraunhofer IAO and McKinsey, is taking this vision to another level. This lab initiative is not only a think tank, but also has a physical home at the Mobility Innovation Lab – a laboratory located at Fraunhofer’s Center for Virtual Engineering at Stuttgart.
At Shift Automotive this year, Sebastian Stegmüller, who heads Mobility Innovation at Fraunhofer IAO, outlined their work in the new innovation lab.
“It is a research facility for prototyping, product and service evaluations as well as for ideation workshops,” Stegmüller, began. “Further, it provides an insight into the mobility of tomorrow featuring, among other things, vehicles that interact with pedestrians or hint at the future of city mobility.”
Part of the idea of the MXT Lab, he explains, is to create a network of industry partners to collaborate on new mobility solutions. “Together with my team, my job is to look at the ideas that are emerging, and determine which technologies, services and business models could catch on,” Stegmüller explained.
In discussing the ultimate goals of the research, Stegmüller added that MXT Lab is attempting to create a founded basis for lucrative business models and technologies.
“This targets not only automotive manufacturers and suppliers, but companies from the entertainment, service and IT sectors as well. We and our partners have also taken care to bring on board businesses, municipalities and other stakeholders,” he said. “The network remains open to any companies wishing to be involved with the MXT Lab.”
While plenty of automakers are packing today’s car with gadgets, it becomes a meaningless experience if it’s not improving the consumers’ quality of life. At MXT Lab it’s all about fusing technology with the driving experience to make it a unique and memorable experience for every car owner.
IFA Berlin is the world's leading trade show for consumer electronics and home appliances. Powered by Messe Berlin, the recent IFA Berlin 2019 welcomed more than 1,800 exhibitors and 240,000 visitors. Half of those were dedicated trade visitors looking to strengthen their professional networks and conduct business. Guests can expect to find presentations on emerging technologies such as 5G and artificial intelligence along with a diverse range of consumer electronics devices on display, including cutting-edge TV technologies, audio systems, appliances, VR and AR devices, smart home electronics, research equipment and much more. For more information on IFA Berlin 2020, running from September 4-9, 2020, and the two-day Shift Automotive conference click here.