Shaping the future of automotive design: the automotive experience design lab.

As technology continues to reshape the automotive landscape, a radical transformation is underway in the design of automobiles. The focus is shifting from the vehicle itself to the onboard experience, marking a pivotal moment where driving becomes less central, and the «passenger» experience takes center stage. The proliferation of multimedia entertainment systems, ambient lighting, interactive sounds, and other non-driving elements reflects this shift, especially in anticipation of the impending era of autonomous driving. This paper presents a thoughtful exploration of this evolving paradigm, culminating in the establishment of the Automotive eXperience Design Lab (AXD): a dedicated space and simulator for testing new interactive systems both in physical and digital dimensions. Leveraging the lab’s expertise, prototypes can be efficiently developed and tested, providing valuable insights into the complex and multidimensional nature of the onboard experience. The Automotive eXperience Design Lab represents an initiative offering new tools and operational methods tailored for emerging professional roles in the realm of automotive design.