Avatar For Your Car: Renault To Experiment With In-Vehicle Interfaces

Steve Tengler

Senior Contributor

A seasoned expert with 30+ years in automotive on advanced tech design

Aug 16, 2023,03:00am EDT

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3D virtual reality space and people — Avatars as part of future in-vehicle experiences are likely based upon engagement and user ... [+]
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Imagine a face or personality informing the driver of an impending pedestrian crossing or a newly identified route. The avatar might be cartoonish like a talking logo or eventually more humanlike depending either on the preference of the user or the brand. These are the types of interfaces the market may see more of in the future since companies like Renault have recognized the advantages to user behavior and satisfaction.

“Characters and mascots have a much higher brand recall – nearly six times that of logos or slogans,” states Herwig Steininger, Managing Director of SPooN.ai, the French avatar supplier for Renault. “The demand for digital companions and virtual assistants is growing exponentially across industries. We want to give these interfaces a face, a voice and a more marvelous experience in the car by the help of an empathic and expressive digital companion.”

And this supposition is supported by the data. In de Borst and de Gelder’s 2015 neuroscientific study, they noted “The perception of emotional expressions by human-like characters seems to be fairly similar to perception of human emotions, with corresponding behavioral and physiological activation.” Adobe’s 2019 study found that over 85% of the population used interactive, phone interfaces –mostly on their phones – with 92% of those users saying technology makes them feel safer while driving. And Voicebot.ai discovered in 2020 that 63% of car shoppers look for an in-car voice assistant when purchasing a vehicle.

... “These engaging avatars will cater to drivers’ and passengers’ preferences for music, door openings and special scenarios that will result in unique and enjoyable travel environments,” asserts Steininger.

...“We should not forget that the younger generations are the purchasing future and are very character-oriented due to video games,” points out Steininger. “The younger generations of Gen Z and Gen Alpha will represent more than 30% of the luxury market by 2030.”

Renault has already launched their avatar interface, reno, in some European countries (e.g., France, Germany, Italy, Spain) with others following later this year.

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Steve Tengler

I write about connected vehicles, methodologies and strategies in the ever-exciting world of automotive. As the VP of Engineering Excellence in Envorso's

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