Design X Creative Tech Director, NewTerritory
Tim Smith, Design X Creative Tech Director, NewTerritory
Q: What interested you about joining the Advisory Board for AutoTech: Europe? A: I've always been fascinated with technology and how we as humans interact with it. During the last 10 years or so of my career, I've been exploring this theme within the auto and mobility space, and so have attended AutoTech many times. It was a real pleasure to be invited onto the advisory board so that I can help shape the themes of the event with other great advisory board members.
Q: What hot topics are you exploring most in the automotive sector currently? A: The shifting consumer landscape when it comes to attitudes around car ownership and alternative mobility options and we can make better original experiences for people, planet and profit. Q: Are there any examples of a product or service from outside of the automotive industry that you have taken inspiration from? What was it, and how was it inspirational? A: I've always been an avid video game player - the way in which the industry is delivering new content and experiences in recent years has been astonishing. Metaverse and VR experiences have helped us at NewTerritory test amazing new in-car experiences, while DLC (Downloadable Content) and OTA (Over The Air) updates have let us bring new experiences to in-flight passengers. Q: In what way can automakers build a more strategic business through shared learnings with a third party? A: By investing in collaborative projects with external teams, such as design agencies - or leading community, user or university engagement initiatives and joint ventures. Q: How can automakers connect future visions with the reality of current applications and technology? A: Creating entire customer journeys, and speaking with key stakeholders along that journey, helps us establish a vision of today. We can then take that forward, into a 'Now, Next, Wow' approach and understand what and who it takes to step towards that 'Wow' north star.