Now we have a product that can adapt to very different life cycles. The hardware has a relatively long lifestyle – the body, the interior, the parts – but the software has a completely different lifecycle. Our motivation was to create a platform that can rapidly adapt.At launch the model will have all the necessary functionality but we will also have the opportunity to launch several business models, related to software, apps and stuff like that. The screen is designed to be the platform.
We designed this car knowing probably 20 per cent of the use-case, but there’s still another 80 per cent to discover, which app developers or third party businesses will find, to eventually upgrade the car in a regular way.In our main market of China, we see strong potential from the ‘digital natives’. The premium customer in China is in their mid-30s, 15-20 years younger than the ones in Europe or the US.