Magnus Ostberg, the Chief Software Officer of Mercedes, was questioned by Top Gear on charge per services and what cutting-edge technology will be installed in Mercedes vehicles.
Mercedes is addressing the growing demand for more screen time in cars by focusing on two key aspects: customer needs and desires, and the desire for a car to talk to when lonely. The company's virtual assistants aim to provide a service that varies across different regions, with customers in Asia wanting someone to talk to.
The new Mercedes voice assistant has four "moods": Natural, Empathetic, Personal, and Proactive. Customers can choose what mood their car speaks in or respond to their temper, and the driver-facing facial recognition camera can detect these moods based on the context of the user.
Despite reaching "peak screen," buttons are not returning, as customer usage and feedback are central to the company's development. The company believes that graphical representation is extremely important with today's technology, and the number of screens is in luxury segments. Mercedes is planning to fight back against the BMW i7's massive rear seat "Theatre Screen" thanks to China, as there is a big pull for an elevated experience in the rear.
Memphis is wary of following BMW's attempt at selling "subscription features" like heated seats or adaptive cruise control, as they believe it is a luxury experience rather than a "nickel and dime" experience. Mercedes believes that customers want a holistic experience, not just a "nickel and dim" one, and that customers don't want to be "nickel and dimmed" in their face.
In terms of the number of screens, Mercedes is focusing on luxury segments and believes that graphical representation is the best way to achieve this level of quality. The company is also developing a new rear passenger experience that is being developed out of China, as there is a strong pull for an elevated experience in the rear.
In conclusion, Mercedes is focusing on providing a luxury experience without compromising on customer needs and preferences. By focusing on customer usage and feedback, Mercedes aims to create a more engaging and personalized driving experience for its customers.
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