The combination of cars and technology is at a critical point in history.
This is not just about functionality, but also about aesthetic taste.
In 2013, when the BMW i3 was just produced, it appeared as a black technology warrior symbolizing a challenger and innovator of the times, with the brand new LifeDrive body structure and recyclable environmentally friendly interior materials.
But by 2019, models such as the Honda-e, Volkswagen ID series, Mercedes-Benz Vision EQS, and Byton M-Byte are coming out one after another. The same environmentally friendly materials, no longer complicated wood grain decorations, simple lines, and even more modern vehicle seats, all surrounded by a strong futuristic avant-garde atmosphere, forming an unquestionable authoritative environment that slowly breaks down the conservative and solid shell in your mind.
Of course, in addition to this, there are screens, larger screens. However, the screen size and car interior design are inseparable. The digitization of cars is driving the redesign of the design system, and many surface features have also changed.
With the development of assisted driving technology, the use of interior space has caused a rethinking. At the same time, the spokesperson for the aesthetics of the times has also changed. After the review of the large screen of Byton, the content caused a lot of discussion. We will continue to discuss the design trends behind the digitization of cars based on this model.
Is it really necessary to update the language of future car design?In September 2019, Volkswagen confirmed the replacement of its logo for the tenth time since 1937. The new design features a flatter and thinner line, aimed at the digital age of automobiles. According to Klaus Bischoff, Volkswagen’s chief designer, he had to consider designing a logo that would appear on the roof of a factory as well as on a small watch, while maintaining brand consistency across all scenarios.
In fact, a few years ago, Mercedes-Benz also changed its logo from a three-dimensional design to a flatter one, before changing it back again, much like the automaker’s hesitation in the electric vehicle market. Raymond Loewy, the American industrial designer famous for his work on the Coca-Cola bottle, explained the situation of technological evolution in one term, “MAYA,” which stands for “Most Advanced Yet Acceptable.” The principle is to design for the future while maintaining balance with the user’s present state of mind.
Klaus Bischoff advises designers to study the digital age comprehensively, not just focus on pure car design. Although interaction design is important, designers must still deeply understand the brand value, product image, and digital fingerprint. However, comments on social media are often negative, equating the digitalization of cars with a betrayal of traditional transportation values.
No one doubts the importance of cars as a means of transportation, but in criticizing the trend towards digitalization, no one seems to realize that it is a way for automakers to break through the bottleneck of driving performance and energy efficiency, rather than an attack on the original functionality.
In recent years, the production goals of automakers have shifted from producing very attractive cars to producing very profitable ones. The high cost of automotive production has forced automakers to adopt a more conservative design approach, using fewer features to meet a wider market demand.In such an opinionated environment, even if an authoritative car brand proposed to design a smart terminal instead of a better-driving car, it would still be criticized, let alone new brands like BYTON that have not yet proven themselves. However, returning to the value of vehicles themselves, the trend of digital technology is to add new value to the existing transportation properties, rather than replacing them.
The new design language is to establish a communication relationship between digital technology and transportation and to create a brand-new car interior environment. BYTON’s Digital Window concept has been recognized by its supporters, just like they are defending the future car appearance they acknowledge in their hearts.
What problem does bigger screens solve?
Believe me, people have an unlimited desire for screen sizes.
From 2007 to 2019, it took Apple 13 years to increase screen sizes from 3.5 inches to 6.5 inches for mobile phones. From 2010 to 2018, it took Apple nine years to increase tablet sizes from 9.7 inches to 12.9 inches. When the Tesla Model S was first released in 2012, it came with a 17-inch screen, which was jaw-dropping.
The development of screen sizes is driven by an unlimited demand for information growth from the age of 2G to 4G, while its constraints are limited mobile scenarios held by people.
Nevertheless, whether it is a mobile phone or a tablet, people can be immersed in the network environment anytime and anywhere, and be fed with rich information. However, in the car interior space, a closed mobile environment is a natural barrier.
What do we need such a big screen for?
In other words, when we use certain functions, we need to open the window to maximize it.In a mobile phone, without a doubt, every app is displayed independently in full screen mode. When an app is opened, it has exclusive access to the screen.
However, in a car, driving information display, assistance driving information display, quick menu, vehicle function setting, and energy consumption records do not need to be displayed in full screen mode.
The problem is clear: navigation maps, videos, and games are the only features that require full screen display. In other words, when we see a large screen in a car, the screen size is truly intended for navigation and entertainment functions.
From 2012 to 2019, a period of eight years, which is sufficient to cover the entire life cycle of a car model, Tesla finally introduced video function in the V10 system in September this year. It took eight years to complete the use of the large screen, and therefore, the discussion on how to use it has truly become rich among users.
“When my wife goes shopping, I can watch videos with my child in the car, and it’s quite relaxing.”
“When charging, I can enjoy a closed cinema environment inside the car without being disturbed, which is no worse than using a mobile phone.”
“Going out with friends, watching videos together, and chatting and laughing is also great.”
Of course, the premise of this discussion is that most manufacturers prohibit the use of video function while driving. Videos are actually an extension of the vehicle’s functions from mobile to stationary status, and the closed space in stationary status is now an independent and meaningful use case.
Don’t you ever want to sit quietly in the car for a while when parked?
Therefore, Byton’s definition of the TV-like attribute of the car’s large screen is also justifiable.
The critical factor is the size of the screen.
Byton’s digital product design department uses heat maps to depict the range of human eye movement. When sitting in a fixed seat in a car, the smaller the range of eye movement, the more efficient and comfortable the experience of obtaining information without conscious perception.
Ideal vehicle displays are divided into four quadrants, which also echo the fact that the screen area that a driver can interact with is limited.
In addition to displaying entertainment content, the screen size also implies the automaker’s definition of the number of passengers in the car.
With the driver at the center, the screen can extend only to the front passenger seat.
With the driver and front passenger at the center, the screen can span both seats or set up a large shared screen in the center console.
With all passengers in mind, the screen size may expand to 48 inches as in the Byton.
The 48-inch size is the critical point for in-car displays.
This is not just a technical challenge for mass production of large screens, but also a limit on space inside the vehicle. The 48-inch screen from Byton, which will be mass-produced in 2020, is like the 17-inch screen from Tesla Model S in 2012.
First, occupy the field of vision, and then slowly fill the value. Today, after several years, nobody will feel awkward or offended by it.
Regarding TV sizes and viewing distances, TV manufacturers have long summarized the best relationship under different resolutions.
According to the recommendation for Xiaomi TV, when the viewing distance is 1.8 meters, the recommended size for a 4K TV is 48 inches. As the viewing distance increases, the recommended TV size will also increase accordingly.
Byton takes advantage of the layout of electric cars and pushes the screen forward, out of the range of human touch. Other vehicles that use touch functions are unable to obtain a longer viewing distance than Byton.
### 48 inches is the limit, which is the competition threshold that Byton set for the next five years.
From the upgrade of Tesla V10 system that frees up entertainment features, we can see that the utilization value of the screen is gradually increasing, and the cinema mode for watching movies in the car has also entered the minds of consumers. Some customers who were formerly only interested in assisted driving are now calling for simple entertainment features. Sometimes, technology doesn’t necessarily require revolutionary change to earn applause; the sensory convenience can also be delightful.
Although Byton’s implementation of interactive operations is more complex than we expected, Byton’s goals and settings for the future automotive space are completely reasonable. Perhaps some people still prefer to use keyboard-equipped mobile phones to satisfy the basic calling functions, there is no differentiation in needs for tools, and there is sufficient diversity in aesthetics for car consumers. Consumers in the industrial age, standing on the side of traditional authority, should not have wishful thinking when it comes to stopping consumers in the age of information.
To this end, I want to say that paying for our own preferences is the most freedom we can achieve.
And the new spokesman for the digital car era is the group of people who take the initiative to pay for their own preferences.
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This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.