More than a ride: How OEMs and big tech are redefining the cockpit

Streaming entertainment, personalized lighting, and AI-driven voice assistants are reshaping the in-car experience. In connected cars of the Volkswagen Group brands, drivers can access comprehensive app ecosystems, conversational assistants and seamless smartphone mirroring. However, the in-car experience is not just about technology – it’s about identity, trust, and user experience.

Software becomes central to the vehicle’s DNA

Software has long evolved from being an add-on to becoming central to the vehicle’s DNA. For CARIAD and across the Volkswagen Group, this evolution is an opportunity to redefine what driving means in the digital age. The vision for the cockpit goes beyond screens and apps. It’s about creating a space that feels natural and intuitive. For this, conversational interfaces, ambient intelligence, and seamless cloud integration are key pillars in turning the car into a companion that learns, adapts, and evolves.

“The cockpit is transforming into a living space that’s intelligent, intuitive, and emotionally attuned. At CARIAD, we focus on crafting experiences that go beyond interaction, where the car understands context, adapts to individual preferences, and becomes a seamless extension of the user’s digital life,” says Lei Zhang, Head of Infotainment at CARIAD.

Putting the customer at the center

The cockpit is no longer just a dashboard; it’s brand real estate. It’s where relationships with customers are built and maintained, an emotional and digital touchpoint. The inside and the outside world are blending into one space. As cars become platforms for family, personal, and business time, OEMs must ensure that this space reflects their values and vision.

CARIAD – closely with the Group brands – is designing in-car experiences that truly put the customer at the center, delivering value without compromising on privacy or safety. This includes the responsible, secure and transparent deployment of AI agents, as well as a sustainable balance between convenience and control – integrating popular apps and services that users already know and love from their smartphone, while maintaining ownership of core systems.

It's about collaboration between the tech and automotive worlds to assemble the right technology puzzle – one that harmonizes customer’s digital lives with the vehicle. That’s why CARIAD partners with tech companies and suppliers to build an open, future-ready ecosystem.

Different customer expectations in the markets

At the same time, consumer expectations vary across regions. In the core mobility markets like China, Europe, and the U.S., drivers seek different experiences – not just in the cockpit, but in how they interact with the vehicle.

To meet these diverse demands, CARIAD is developing a scalable infotainment platform that powers key innovations such as an AI-driven assistant, a unified Application Store featuring over 100 apps, and a fast, cloud-native EV routing solution. It enables each brand to customize the in-vehicle experience, ensuring every interaction is intuitive, personalized, and seamlessly integrated. At the same time, it’s modular design allows for adaptation to regional preferences to support the delivery of emotional brand experiences and regionally tailored products built on shared core technologies.

We discussed these topics at a recent panel discussion at IAA during the Auto x Software Summit. You can watch the panel here: Link.