Summary
The term "phygital" describes the combination of physical and digital elements in car designs. Automakers are balancing these features to create user-friendly experiences, which vary between markets like the U.S. and China. Preferences for car features differ globally, with Americans favoring a mix of traditional controls and digital upgrades, while Chinese consumers prefer more digital screens.
Key Facts
- "Phygital" is a mix of physical and digital elements in technology, first coined by Chris Weil in 2007.
- Automakers use phygital designs to blend physical controls like buttons with digital technology like touchscreens.
- Companies use digital controls for cost savings, easier manufacturing, and the ability to update software remotely.
- Rivian issues regular updates for its digital-only vehicle interfaces.
- Slate plans to release a car in 2026 with minimal screens, unlike most current trends.
- Chinese car buyers want more digital screens in vehicles for entertainment, while U.S. buyers prefer a phygital approach.
- Features like semi-autonomous driving and emergency braking are popular among American consumers.
- Luxury cars are differentiating themselves by including extra digital features, like passenger screens.
