New-Tech Europe Magazine | March 2018

It’s all about user experience

New-Tech Europe Magazine

HARMAN and Daimler Bring the First AR-Capable Infotainment System to Market with the Mercedes-Benz A-Class. A look from the inside There’s a new demographic of car buyer that’s gaining prominence. These individuals are becoming increasingly familiar with never- before-seen technology, and are diverse connoisseurs with premium tastes but mindful wallets. This leaves automakers, like Daimler, with the unique problem of innovating entry-level cars with luxurious and future-looking features while still maintaining value. On top of that, these consumers are experiencing the benefits of semi-autonomous driving now and will soon expect even more advancement out of their vehicles. One way to meet this challenge is through scalable, future-

proof technology that offers features to enhance the user experience and prepare drivers for their transition into passengers. As a long-standing strategic development partner and tier one supplier for Daimler, HARMAN, is helping the automaker accomplish this by redefining the modern compact car class with luxury driving experiences – chiefly the first-ever use of augmented reality navigation. Debuting in the next generation Mercedes-Benz A-Class as a part of the Mercedes-Benz User Experience (MBUX), the system combines Daimler and HARMAN technology to provide turn-by-turn directions with AR visuals to transport the navigation user interface into the digital age. “The new MBUX adds a new layer into navigation which will make life easier for the drivers”, said Ohad Akiva, Director computer-vision in

Harman who took part with his team in the development of the application. “The focus of Daimler was always on making the user life easier, so we only add the augmented reality parts in when the context is needed”. The name MBUX – Mercedes- Benz User Experience for the new infotainment system signifies that the user experience (UX) has first priority. A unique feature of this system is its ability to learn thanks to artificial intelligence. MBUX can be individualised and adapts to suit the user. It thus creates an emotional connection between the vehicle and driver. Moreover, new content can be transmitted "over the air" as updates. “Our new MBUX is incredibly intelligent and tailored to your needs.” Said Daimler AG Chief Design Officer Gorden Wagener, at the CES show.

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