Cars Will Become Part of Our Digital Lives: Things I Learned at the MOVE America Conference

By Avery Zimmerman

I recently attended the MOVE America Conference, and one of my biggest takeaways is just how dramatically cars are evolving, especially when it comes to the driver experience. 

My current car is from 2017, and the one before from 2007. For me, driving still feels separate from the rest of my life. But that's changing fast. As cars become more connected, they're starting to integrate seamlessly into a person's broader "digital ecosystem." And this goes far beyond Apple CarPlay reading your texts to you while you drive. 

Emotionally Intuitive Mobility

One moment that stuck with me was a panel featuring an engineer from Ford. She talked about what she called "emotionally intuitive mobility." The idea is that a vehicle will adjust the driving experience to fit a person so intuitively that the driver won't even notice. For example, your car may tweak your range estimate based on how you actually drive. That example is subtle, but the goal is to make the interaction completely seamless, so drivers don't even notice it. 

The Role of Data in Driving Experiences

Cars will also get smarter about data. In my '17 Cherokee, driving still doesn't feel like "data," but the panelists at MOVE made it clear that future vehicles will use all kinds of driving data to solve problems for owners. One asked us to imagine our cars giving us tips for improving range based on patterns identified in braking, speed, or habits. 

Cost Still Limits the Adoption of Technology

This technology is impressive, but adoption depends on what people can afford or are willing to pay. Many panelists repeatedly noted that cost is still a significant barrier for adoption in many things, whether choosing an EV over an ICE or even opting for additional ADAS systems. 

Officials from the Department of Transportation explained that some drivers are skipping ADAS upgrades because of the upfront cost, even though the potential damage from accidents could far outweigh what they would spend on adding these systems. 

Interestingly, as my colleague Sam recently pointed out in his report on ADAS, regulators aren't currently enforcing strict rules around ADAS systems. During the panel discussion with multiple DOT officials, they didn't discuss regulating ADAS. Instead, they focused on whether a tax incentive might encourage wider adoption. 

The Broader Vision For Mobility

My ideas about "driving experience" post-MOVE have changed pretty dramatically. I mean, even thinking about driving as "an experience" instead of something I do to get from A to B is a change in attitude. However, for this vision to reach everyone (and, in the opinion of DOT officials, increase road safety), cost and accessibility must catch up.