Let’s Talk About Sex

Actually, we’ll get back to the headline in a minute. For now, let’s talk about techs. Rolling into 2018 and everyone is asking the usual question – what’s the next big thing in tech? An easy answer is Artificial Intelligence, but ironically it’s not an intelligent answer, because it’s the wrong question.

AI will deliver unprecedented pace of engagement, hyper-accelerated data management, offer decision-making services, freeing human brain power to do what it does best – add personality, creativity, strive for success and push boundaries.

But it isn’t answering a question that needs to be asked right now. Those of us that ‘make stuff’ – either physically or virtually – and provide more than a service find ourselves delivering an experience, heightening sensations and making us all feel better as humans – even if only for a second, we’re asking the most important question – what’s the next big platform?

It’s mobility. Not just cars, it’s bigger than that. This is a platform that has history, heritage and a solid technological background, so it doesn’t fall at the first hurdle.

The automotive industry has spent forever telling an audience (drivers) that they can’t be distracted from their main objective – driving. This hasn’t been an opportunity to sell, as with most ‘platforms’ or deliver information overload. We have specific data to process when a vehicle is on the move – speed, obstacle avoidance, range and comfort and little beyond.

Although systems are already being integrated into the latest generation of cars, most visual information is still processed by us and acted upon in the most appropriate manner.

Entertainment has come in the form of audio-only broadcast or playback and nothing can encroach on our main focus. The industry is about to experience seismic activity.

With the introduction of the autonomous vehicle this ALL changes. From zero distraction to channelling the outside world. All of it.

I’m in the fortunate position where I get to test a lot of emerging technology at a very early stage. It makes a fundamental difference when you experience the future, rather than simply read about it. Take it from me, if I’ve been hands-on, I will tell it like it is – not just a sanitised relaying of the facts, but how we’ll feel physically and emotionally about what’s around the corner.

I’ll write a lot more about mobility as a platform as we deliver it in 2018 and beyond, but back to that headline…

If the car moves from a focused driving environment to an empty vessel bursting with promise, how do we fill our time and fulfil our potential? Well, you tap into the obvious first – social comms, localised information, entertainment (movies, music and gaming) and deliver the mobile office. But it’s in moving beyond this where we really tap into the benefits of a controlled environment.

I spent time with Renault recently, testing their autonomous SYMBIOZ EV. This performed on the expected levels – driving itself and in silence, but with the additional element of VR. Wearing a headset seamlessly built into your vehicle, displaying content that moves and turns in sync with the movement of the car doesn’t just immerse the occupants, but enhances the experience beyond that of a simple VR HMD. Control and comfort (both physical and psychological) are key ingredients to acceptance of VR as a viable medium. This is incredibly effective in a car.

So what content do we make?  I’ve long held the belief that we’ve neglected the psychological aspect of being human when designing a vehicle. Many people around the world use their cars as a personal and private space. A symbol of independence in an increasingly impersonal and overcrowded world. This naturally brings us to the elephant in the car – sex.

Drivers and passengers have sex in cars, but manufacturers refuse to publicly acknowledge this. As we head towards a world where we’ll be offered alternatives to ownership and ‘self-driving’, how will mobility brands entice their passengers in? They’ll need to offer comfort, personalisation and access to the things we all take for granted outside a vehicle.

So, admit it or not – sex happens. And it’s something that will increasingly occur in new virtual environments. Not to replace the real thing, but to enhance it, or extend the long distance (and potentially socially-driven) relationships.

In a data-hungry world, the connected car is only relevant if it’s actually connected. We demand this in our everyday lives and 2018 is a big year for building the foundations of the new mobility platform so we’re ready for the next technological revolution.

I’ve spent enough time with Huawei over the last 12 months to realise they’re poised to make this future platform a reality. They have a new partnership in place with PSA Group to connect vehicles to the outside world and each other but Huawei is once again playing its trump (small T) card with their future dominance of the 5G market.

I’m more than along for the ride with Huawei, I’ll be pushing for everything we hope for to become reality so we’re still driving the future, even if the cars are driving themselves.

If you'd like to hear more on the subject matter in this post, this Alexa Stop Podcast Innovation Social CES Special delivers.

IoC: Internet of Cars

What’s the biggest auto show in the world? Geneva, Paris, Frankfurt, Detroit? Nope, with 180,000 attendees spread over 2.5 million sq ft, it’s CES in Las Vegas. Isn’t it full of robots, drones, augmented reality, touch screens and IoT? Yep, and so are the cars.

I’m not about to write a preachy outsider’s view of the automotive future or an insider’s defence of the industry – rather uniquely, I have feet placed firmly in both camps and a tattoo across my skull that reads ‘petrol head’.

OK, the tattoo’s on the inside and I actually like electric propulsion as well as exhaust sniffing. It’s a good job too as the main headlines at CES were all made by cars fuelled from the wall, not the pump.

Faraday Future made a triumphant return to the Nevada stage with their FF 91 at a glitzy live-streamed event. Last year they revealed a concept resembling the Batmobile, twelve months later, it was a far more practical SUV.

For all the glamour, slick branding and live theatre, the focus was on a record attempt – could the new FF 91 beat the Bentley Bentayga, Ferrari 488 GTB and Tesla Model X from 0-60mph? It did, by 0.01sec, hitting the mark in 2.39 sec. I’m not convinced many in the audience bought into the line that someone torn between the Ferrari and the FF 91 would choose the SUV over the supercar based on a straight line dash. Show them both a series of twisting corners and see who emerges at the other end with a smile on their face and who has their half-digested lunch in their lap.

Speaking of smiling faces, that’s exactly what I’d had earlier the same day as I spent quality time with the team from Lucid Motors – another EV startup focused on disrupting the automotive industry. Their forthcoming ‘Air’ also makes a fast dash from 0-60 but the story behind it is one of driving dynamics, rather than straight line bragging rights. Lucid’s CTO Peter Rawlinson, formerly Chief Engineer at Tesla and Lotus, put forward a strong case for his passionate team of 300+ employees and why they’re convinced driving and design appreciation will be just as important as battery range and autonomous tech to the Lucid audience.

Rawlinson believes their battery, developed in partnership with Samsung SDI, is a genuine differentiator in a new world of range anxiety. “It’s not just about distance, but sustained range. The breakthrough cell density is resistant to battery charge depletion usually experienced with repeated fast-charging.” The automotive industry faces many of the issues we already encounter with our personal technology, such as connectivity and mobile phone batteries caught in a recharging memory cycle of decreasing shelf life – not something we’ll tolerate when spending $100,000+ on a luxury car.

VP of Design, Derek Jenkins, former Director of Design at Mazda and VW told me he’d relished the creative challenges when starting with an automotive clean sheet. Sensors for autonomous driving need to be integrated, rather than added to a familiar silhouette and the interior design maximises the space around the electric drivetrain, rather than one inherited from the mechanical components of a traditional combustion engine.

It’s Rawlinson’s engineering appreciation and Jenkins’ design skills that brought the aforementioned smile to my face as we headed out onto the dusty Vegas roads in a development prototype. Peter eagerly hanging the back end out at every opportunity, putting that passion for driving into action!

Lucid now needs to start work on their $700M Arizona factory. This has been previously misreported as a similar model to Faraday Future’s, with funds coming from their own Chinese billionaire – not so, as Rawlinson stressed “this is an American company.” Despite their intentionally understated message, they seem to be heading in the right direction at the right speed as the Air is slated for production in 2019, with first year projections of 8-10k units, rising to 50-60k.

Although Lucid seems to be on track, Faraday’s FF 91 still lacks one important ingredient – money. Vital funds need to be released by Chinese backer, Founder and CEO of LeEco Jia Yueting so work can resume on their Nevada factory. Many keep referring to Faraday Future as the ‘Tesla killer’ as if this is a good thing. It’s not, and Elon Musk has frequently said the industry needs many EV-first players to shake up the competition, not kill it!

So where does this leave everyone else? Ford, Nissan, Toyota, Honda, Hyundai, Mercedes and others had CES concepts to show off their latest vision for the future of vehicle connectivity – inside and out – and how they’ll all drive themselves, but BMW took out the most real estate.

Here I put my cards on the table as I drive a BMW, but it’s a petrol model and I haven’t made the jump to hybrid or electric yet as I’m still addicted to their turbocharged straight six. However, this doesn’t stop the Bavarians from trying to tempt me into an ‘i model’ every year at CES. In 2015, I piloted BMW’s petrol-electric supercar around the streets of Vegas. This year, they drove me to the ‘Speed Vegas’ desert racing circuit in an i3, then let me loose in an i8 around the track!

Compared to Faraday Future and Tesla’s unnatural obsession with straight line speed, this track session was a superb way to demonstrate the benefits of a car that is just as comfortable in the corners as the straights – and that’s a fun vision for the future!

And that future isn’t all about speed and performance. All manufacturers need to connect – with devices, the consumers that use them and the world around us. We already have a reasonable expectation that our phones will talk to our cars and in doing so, will add functionality. When our cars become fully autonomous, the safety restrictions fall away and we’ll demand entertainment, office functionality and more.

More? Well, I spoke at FutureFest in London last year and Cindy Gallop was on stage before me, talking about the statistics for sex in cars. It’s higher in countries where larger families share smaller houses as the car naturally presents an intimate space – but auto manufacturers continually fail to recognise this. Imagine the potential to relieve the boredom of a long autonomous journey with some connected sexy times. Auto brands take note, if the car is rockin’ time to come knockin’.

The very public message from the car companies at CES was “we’re in control”. This is true to a point, but it’s mostly tinged with an air of panic as they all know the future can’t be delivered overnight. Many believe their music and movie-streaming audience will no longer wish to drive or own cars and this is increasingly the message from industry analysts. But this is mostly educated guesswork and the future isn’t predetermined so the automotive business needs to give its customers a reason to love their products, want to drive them (when not having sex) and make them their own.

The only way to do this is to connect to the future audience – the ones who currently have no concept of car ownership and have never even gripped a steering wheel. Don’t neglect existing customers, but enlist their help as they’re the drivers, owners and brand advocates that can help to share the reasons we choose a Union Jack roof for a MINI, spec 20” alloys on an Audi, tick the box for red stitching with black leather on an Alfa, and take a deep breath of ‘new car smell’ when we drive away from a dealership.

I’m a petrol head for life, even if we replace the petrol with a plug socket, the dashboard with an iPhone and the dealership with a VR headset.

Top Gear Head to Head

Right, you’ve got 30 seconds they said. You want to be a Top Gear presenter? Give it everything they said. Here you go, have a video. But it’s not enough I said. 43 years of preparation should be enough. It turns out it isn’t.

Anyone that knows me, or reads this blog regularly, knows I don’t do things by halves. I’ve co-presented with Apptain America (and even died at the point of his light saber in front of a live audience), had 4-way conversations with a bunch of mobile devices and recently revealed virtual reality Star Wars, inadvertently creating Vader porn.

Given 30 seconds to explain why I was the best man for the Top Gear job, there were undoubtedly some questions left unanswered so who better to ask them than… me.

So, straight to the point… do you think you can do better?

It’s not about doing a better job. If that’s your starting point then you’ve lost the audience already. On the other hand, this isn’t about keeping Jeremy, Captain Slow and the Hamster alive so I hope Chris and his production team aren’t just looking for impersonators and ‘natural successors’.

If you’re not the same, what are you?

Obviously, I’m a car nut – that’s a prerequisite. I’m also a presenter, so I guess that helps. I can talk passionately about this stuff, but not just about the fact it exists. I’ve spent years immersed in the automotive industry, working from the inside but loving it from the outside. My creative and technology backgrounds also mean I can talk with some degree of knowledge about why something looks like it does and where it’ll be in the future. What I’m NOT is a racing driver (although I’ll drive anything) or an engineer (so if it breaks down I can probably find the dipstick. Probably). I also haven’t had my photo taken next to any drivers or TV motor show presenters, so that probably counts me out already, although I once painted Tiff Needell’s portrait and Jeremy parked in a disabled space outside my house in Chipping Norton.

Why do you want this? Don’t you like your job?

I already have one of the best jobs in the world. The things we do at Brandwidth help change the shape of the automotive world. Giant holographic cars, showroom interaction and the Porsche Apple Watch app have all been industry ‘firsts’ for us.

This isn’t about running from something, it has everything to do with driving towards an extraordinary start line. This may never happen, in fact it probably won’t, but you’ll never know if you never try. Regret is an awful thing that burns far more energy than rising to a challenge.

Classic cars, what have you got against them?

It’s not that I don’t like ‘classics’ it’s just that my take on them covers the time most relevant to me - ie 1971 onwards. I’ve loved cars from the time I was able to ride in them (not drive them). I have an appreciation of the earlier cars but I really love where the industry is going so don't spend too much time looking back.

It’s the dream garage question. What’s your top three?

I wrote about the ones that got away a few years ago, listing cars such as the Plymouth Prowler, Fiat Coupé, TVR Sagaris and Renault Avantime. I’d still love them all in my garage but given the choice of three today I’d have a different short list.

First up would be my practical ‘family car’, an Alfa Romeo Giulia Quadrifoglio despite the fact it’s not available yet and I’d have trouble ordering one as I can’t pronounce it. I’m not sure I could own a car with a name like the sound made when driving over a cattle grid, but I'd give it a go.

The BMW i8 would have to be in my garage. I was fortunate enough to drive one around Vegas earlier this year and it ticks ALL the boxes for me. It’s a genuine supercar – the dimensions, performance and price all say so. It’s a technological tour de force, combining a clever hybrid engine, build and aerodynamics. The i8 is also a visual masterpiece, delivering head-turning drama with every surface, inside and out. It really is a concept car for the road.

I’d have another BMW for my third car – one of those ‘classics’, an 850CSi. I test-drove one at 19 but couldn’t buy it because my client was assassinated. It’s a long story and I’ll save that one for another day.

There may be one in your dream garage but you've never owned an Alfa. You’re not a proper petrolhead then?

At the risk of getting all defensive, this Top Gear thing is important, it’s incredibly exciting but as with my potential Alfa ownership, my family has been even more important. The first Alfa I really wanted was a GTV, around the same time I wanted a Fiat Coupé. I couldn’t afford either at the time so bought a Fiat Bravo instead because I loved the back lights and the tape deck cover. Seriously. I nearly bought a 147 for my wife, but we bought the first new generation MINI instead and never regretted that (she’s on her fourth now). By the time I could afford a Brera I had 2 kids with legs, so that wasn’t an option. I still wanted a 159 but bought a BMW instead as it was faster and pretty much guaranteed the whole A to B thing. There’s still an Alfa Romeo 8C Coupé on my wish list, and that Giulia Quadrifoglio.

First automotive pin up?

In the seventies I had a painting of an Escort MEXICO rally car on my bedroom wall. My dad had a white 2 door Escort estate as a company car and it was the closest we got to motor racing in those early years, with the shopping bouncing around in the boot.

First car driven?

Does a Sinclair C5 count? I loved that little plastic-bodied thing, with handlebars under your knees and bugs-in-your-teeth motoring.

First car owned. It can’t be a C5.

Ironically, I actually owned a Citroën C5 a few years a go (and an amazing C6), but that wasn’t as much fun as the Sinclair version. My first car was a Ford Fiesta MkI, in ‘almost British Racing Green’ with a brown vinyl roof. I thought it would be a great idea to paint the speedo needle red, to offset the actual lack of speed. I hadn’t accounted for the fact it then wouldn’t show up at night so I had to guess which numbers were being covered up, rather than pointed to. I also fitted a bucket seat, but only fixed the front so it hinged forward to let rear seat passengers in. Unfortunately, it also hinged forwards at every junction – with me sitting in it. It was eventually stolen (whole whole car, not just the seat) but joyriders lost control on a roundabout, ploughed through a fence into a pond. It was back on the road in a week. Crumple zones really weren’t high on the priority list back then.

If you got the Top Gear gig, this wouldn’t be your first visit to the studio would it?

Hah, no. We tested the ‘Lexus Symphony Orchestra’ on the Dunsfold set – an orchestra of cars using nothing but their powerful stereos to recreate unique compositions we’d recorded at Abbey Road. See, I told you the stuff I did at work was relevant.

In your TED talk last year, you said “I’d rather apologise for something awesome than ask permission for something lame”. Does that rule apply here?

Yes, more than ever. I think it’s been the Top Gear philosophy since its reinvention in 2002, although I’m not sure it helped Jeremy in the end. I really hope the spirit and irreverence of the show is retained as it genuinely reflects the audience, rather than an idea of how that audience should behave. If the aim is to pursue new viewers, there’s a very real risk of losing the existing ones (and that’s a huge global audience) but I’d love the challenge, especially when I can bring an extra helping of design and technology to the Top Gear table. That’s two things increasingly relevant to the next generation of car fans.

On that bombshell… no wait, we’re gonna need a new catchphrase.

Many thanks to Barons BMW, Farnborough for the M4 convertible. You know I'll be back.

Self Aware, Self Controlled

We yearn for independence, yet struggle to manage increasing levels of communication and distraction. So where do we draw the line and what lies in store for our connected future?

At LeWeb in Paris last December, the term ‘Enchanted Objects’ was used to describe Wearable Technology. It’s a nice phrase and covers the interaction and solution as well as the hardware.

Others stated that wearables were all about data, its delivery and the results. However, that's like saying everyone bases their smartphone, tablet or laptop buying decision on the operating system alone. The smartwatch market has to deliver on all counts: to look and feel special AND tell the time for at least 24 hours.

Not a great start for the Apple Watch with a maximum of 18 hours then? Not perfect by any means but Apple’s new device (and the consumer/media scrum surrounding it) is likely to light the blue touch paper under the wearable tech industry.

To make the point, Wearables and Jeremy Clarkson captured a lot of the headlines last week, with Apple’s Spring keynote revealing the features, price and launch date of the Apple Watch plus the Wearable Technology Show bringing the great and the good of the industry together at ExCeL in London, where I was fortunate enough to speak on the opening panel and host the second day of the Augmented and Virtual Reality track.

So what can we expect from our Enchanted Objects in the not-too-distant future? CES and MWC offered a raft of products and platforms, so I’ve highlighted four key areas where devices, sensors and data need to play nice to deliver a seamless (and often invisible) experience. We don’t want to do more things, we need things to do more.

The Car

The temptation is to use the screens we carry as extensions of the dashboard. Don’t. Automotive designers spend years training and honing their skills. They design and build an ergonomically sound environment, with information displayed at the right size in the right place. As soon as you add a randomly-placed small phone screen or attempt to glance at your wrist, all the good work is undone.

Leave the screen, continue the journey – that’s the message to drive home (no pun intended). Our connected devices should talk to each other without our prompting, be aware of their surroundings and our habits. Mid-track streamed music and telephone conversations are already transferrable when we sit in some manufacturers’ vehicles. Social channel conversation and navigation on foot then on wheels are the next step. Take a half-written Twitter message, finish and send it via voice instructions and have the responses fed back through audio rather than visual channels.

The autonomous cars of the ‘future’ are with us already, they’re just not available to buy yet. The issues over screen distraction will take a back seat (again, no pun, etc) so we’ll find more to keep us occupied, but that won’t be car-specific – it will be the same interaction and distractions we experience outside the vehicle! I’m not saying anything about Apple Car, yet…

The Mall

Location, location, location. The infrastructure still has some way to go but our devices need to talk to retailers before we even leave the house, then the location-specific content kicks in via GPS or iBeacon. Find our parking space, log our arrival time and reimburse our fees if we’ve spent the right amount in the right places.

When we’re in, direct us to offers we’ll find attractive from brands we follow, guide us to the right in-store concession, then allow us to pay for it or order it if there’s no stock available. Also offer alternative local stores to continue the experience.

This should be a brand-agnostic experience. We need to see everything relevant as no one wants to fill their phone or watch with apps for each brand or service.

The House

“Why is the fridge empty?” “because it forgot to reorder groceries”. How long before we’re blaming our devices for the things we used to take responsibility for? This is an important section to cover in the ‘Internet of Things (IoT)’ but manufacturers have made a lot of progress here, we just haven’t adopted it all yet. Our phones can tell our thermostats we’re nearly home ensuring optimal temperature upon our arrival, saving energy and avoiding discomfort. We can control all the lights with an app and the full entertainment system can deliver playlisted content from dusk till dawn.

I have a wifi-enabled kettle controlled by an app. Do I need it? No. Do I want it? Yes, but I’m not normal. The challenge ahead is the same faced by auto manufacturers – what to leave out. We can automate almost anything but some things just don’t need to be connected.

The Event

Let’s talk music. You buy an album, or maybe you don’t. You stream the album without paying for it, you follow your favourite band but where’s the depth? Well, there’s the concert but this is hardly a regular occurrence so the future for connecting artists with their audiences lies in the ability of devices to extend the main event throughout our daily routines.

Audio watermarking offers an incredible opportunity to not only deliver stunning live light shows at venues and through second screen interaction, but also monitor listening habits and reward fans based on music played and ‘collected’.

Connected devices should steer us to the music we want, help us buy, build or consume, then lead us to performances with specific ‘money-can’t-buy’ rewards to keep us coming back for more.

Voice activation is one input method that spans all the above. In a perfect world, this form of interaction could offer the best solution for hands-free, platform and device agnostic progress. In reality, we have social boundaries to cross and habits to break before verbal outbursts on train platforms or in the office are acceptable. It’s less of an issue in the home or car, but we’re not happy to shout at our devices in public. I give it five years, but let’s avoid innovation for innovation’s sake.