There’s a shift going on in the car world, and it’s not exactly what anyone predicted.
Just a few years ago, it seemed like the only focus in the industry was the quest for fully autonomous driving. But checking in from the perspective of the average consumer of automotive industry news in mid-2024, fully self-driving cars are still not an everyday reality and are still predicted to be more than a decade away. On the other hand, EV adoption—once also seen as far-off—has continued to rise, especially for brands other than Tesla, many of which are much more performance-focused than the EVs of yesteryear.
So, wait. Are robo-taxis a thing of the past, and are EVs actually cool now? Are we once again looking at a future for cars that’s oriented around people who like driving?
To get some insights, we asked driving enthusiasts, mechanics, engineers, racing drivers, and vehicle designers at Motivo about the present and future trends in the automotive industry.
What influence will enthusiast drivers have on the future of automotive technology and product development? Which car companies are leading the charge in creating vehicles for these drivers?
Michael Konig, Director of Operations:
After the introduction of the mass-market car in the 1920s, horse riding became a recreational activity. I see something similar happening with driving in the future. While development in driving assists and autonomous-taxi vehicles may have slowed, it’s not stopping completely. In the long run, this could lead to car ownership becoming more of a recreational pursuit.
While I don’t think we are going to get back to the old adage of 'win on Sunday, sell on Monday,' we may be witnessing a more significant shift back to racing and professional motorsports influencing the consumer transportation market. The electric drive and battery technology used in KERS for Formula 1 and LMP cars—and the entire powertrain in Formula E—will eventually make their way into street cars. Nothing teaches engineers about durability, longevity, and performance like designing a powertrain for a race where the car is pushed to its limits for hours on end. Range anxiety can’t exist when you're pushing for a win.
Hyundai and Porsche are my top choices for being enthusiast-focused. Many companies are making performance cars, but few have an entire enthusiast segment like these two. The best thing Hyundai did was hire performance-focused managers from other companies to make a splash, and it’s really worked out. This approach is now translating into both fun EVs and the accessible performance of their N cars.
Daniel Dempsey, Lead Project Engineer:
I would expect “enthusiast drivers” to have some ongoing influence on auto design, but enthusiasm seems to have shifted somewhat away from the driving experience. Attributes like connectivity, sustainability and safety seem to be what lots of buyers are most enthusiastic about. That said, you don’t need to strictly identify as a driving enthusiast to appreciate performance.
As for automakers making enthusiast-focused vehicles, I think nearly all have some part of their offerings for the true believers and there are so many examples of companies doing a great job. One example that comes to mind is the Mazda Miata, a reasonably priced driver-focused vehicle is a rarity and that one’s been a great success. It will be interesting to see if an EV can step into that role.
What EV sports cars have become attractive options for the driving enthusiast – and how much more attractive are those in comparison to a DIY EV conversion?
Max Sluiter, Lead Mechanical Engineer:
I'd love to have an EV-swapped older car that’s lighter but still modern enough to have good air conditioning and rust protection. Something like an E30 era BMW touring with a smog-constrained US market engine would be nice as an EV. Right now, there’s a significant gap in the market for EV driving enthusiasts. There’s a huge difference between low-end DIY EV swaps and high-end examples like the Zero Labs EV restomods.
Daniel Dempsey, Lead Project Engineer:
The traditional, classic aesthetic of RBW Electric Cars works for me, and they just announced expansion to the US. I’m also intrigued by the new MG Cyberster from China’s SAIC, which offers a modern take on the classic British sports car formula. It was initially supposed to be smaller, more like a vintage MG, but they had to increase its size to accommodate a battery with a reasonable range.
What new influences do we expect to see in the automotive industry? Is full-self-driving autonomy still the holy grail for global OEMs, or are things trending in a different direction?
Michael Konig, Director of Operations:
I would say the automotive industry has backed off a lot on autonomous cars in the past year. Even Tesla isn't pushing constant updates of FSD, and no other OEM is actively forecasting a full autonomous vehicle program anymore. Mercedes is the farthest along in reaching Level 3 autonomy, but they’re also the only company that accepts liability if something goes wrong. All other companies still push that liability onto the driver or owner.
Max Sluiter, Lead Mechanical Engineer:
Agreed. Autonomy is proving to be harder (who would have guessed!) to achieve, and liability is a big barrier. Also, I think the cooling-off is due to consumer surveys showing that people don’t want to pay much, if anything, for features like autonomy. So, the investment doesn’t match market demand, making it hard to recoup that investment through higher sale prices. I know I wouldn’t pay extra for it. I’m bemoaning how expensive and complex cars have become.
Vicente Magana, Industrial Designer:
Right—autonomy should be presented as a tool for productivity, not just a feature to deal with traffic.
As for other influences on vehicle design, Ford has done a great job transforming the F-series from a work truck into an office and business on wheels. The current F150 has completely flat seats and a hideaway shifter to create a work surface leveraging the center console.
Daniel Samarin, Electrical and Software Engineering Functional Manager:
I think the companies that survived the AV bubble (the big ones) are just staying quiet and moving forward on safety and consistency. They realized that to achieve market penetration (AKA 'make people comfortable'), they’ll need to be not just as safe as normal drivers (Waymo has already shown this, though there might be bias in its data—‘what kind of miles are in those 7 million?’) but probably 10x safer. They’ll also need to avoid mistakes that are easy for humans to navigate. It might just take time for the public to get used to the idea of AVs, similar to how automated elevators were first introduced.
Yousif Nashif, Business Development:
The Hyundai Ioniq 5 N interior has a cute, clean, chic aesthetic—it seems very influenced by gaming. Even when driving, the lights around you and the visuals on the dash make you feel like you’re in a peaceful gaming setup. InsideEVs even called the 5 N the "most exciting, realistic, and compelling video game you’ve ever played."
Pierre Cohendet, Transportation Designer:
BMW’s AirConsole system is another good example of gaming-world influence. They understand the user and the use of their smartphone as a controller. The use case is a parent and a child playing for 20 or 30 minutes at a supercharger, so the learning curve is low, and the game choices are limited to avoid choice anxiety. In my opinion, that’s an up-and-coming startup to watch.
Michael Konig, Director of Operations:
Speaking of gaming and gamification, a really interesting future development may be how EV charging will change our experience with mapping software. Since EVs charge from 20% to 80% almost as fast as they charge from 80% to 100%, there are already apps that help you plan a road trip from charger to charger in the most optimal path—so you spend the least time waiting to charge up. Right now, users enter details like mileage and driving style to estimate battery use, but those features will likely get more integrated with the car’s onboard software, which already knows those things and can talk to the nav system to route the driver to the right chargers at the right time. You might even see some gamification of those features, turning range anxiety into something more fun.
Vicente Magana, Industrial Designer:
Gamification has great potential to influence vehicle design. Currently, we have companies like the ones Pierre mentioned and games that influence behavior, as Michael noted. Geofenced autonomy is ideal for gamifying vehicles. Enthusiasts and gamers love to compete, so we could see a future where your vehicle’s autonomy system teaches you to become a faster racer when you’re geofenced at the track or a safer driver or hyper-miler on public roads.
Pierre Cohendet, Transportation Designer:
I think there’s a trend in the opposite direction too—away from digital complexity and autonomous driving, and toward simplicity and the pure driving experience. Gordon Murray Automotive and their magnificently timeless T50, which we had the opportunity to experience up close at the Goodwood Festival of Speed and the Good Vibes Breakfast Club last Friday, are leading the charge in the Ultimate Raw Driving Sensation movement.
In the luxury and supercar/hypercar markets, there’s a growing trend toward simplicity and control, offering a stark contrast to automation, driver assistance, and overstimulating digital experiences. Some recent examples strip away modern features to provide a sense of calm and mastery over the driving experience. The Rolls-Royce Spectre exemplifies this with its emphasis on serene silence. In the hypercar realm, emerging brands like OILSTAINLAB and the recently announced Nilu, designed by renowned supercar designer Sasha Selipanov, are dedicated to delivering the pure, raw driving sensation. Nowadays, that simplicity and purity come with a premium price.
The automotive industry is evolving rapidly, and so is the demand for multitalented engineers who can adapt to new challenges. Check out how Motivo adapts its strategies to stay ahead of the fast-paced advancements of the automotive workforce.
Featured Motivans
Michael Konig, Director of Business Operations, plays a pivotal role in overseeing business strategies and ensuring operational efficiency across the company. With a long history in the automotive industry, Michael has worked as a driving instructor for global OEMs, been a technician and instructor for race teams, and advised FSAE teams across the country.
Daniel Samarin serves as an Electrical and Software Engineering Functional Manager. With extensive experience in electrical system design, Daniel has worked on projects ranging from EV drivetrains and industrial robotic controls to high-precision aviation actuators. His deep technical expertise, combined with his leadership skills, ensures the successful execution of complex engineering projects at Motivo. Outside of work, Daniel enjoys off-road motorcycling and keeping his BMW running past 200k miles.
Max Sluiter is a Lead Mechanical Engineer with expertise in battery pack design for both ground and air vehicles, as well as suspension design. A member of the Society of Automotive Engineers and a former participant in the Cal Poly SLO Formula Electric team, Max brings a wealth of knowledge and practical experience to his role. Passionate about canyon drives and the vintage Porsche community, he enjoys working on his old 911 and is watching for the right time to EV swap his daily driver.
Daniel Dempsey is a Lead Project Engineer. With a background as a fabricator, design engineer, and mechanic for both motorcycles and diesel engines, Daniel brings a wealth of hands-on experience to his role. Leveraging his multidisciplinary skillset, he navigates complex engineering challenges to ensure project success. A gearhead at heart, Daniel has a passion for vintage 4x4s and Harley-Davidsons.
Vicente Magana is an Industrial Designer at Motivo, where his expertise lies in developing project concepts that address client needs and uncover opportunities for innovation. An automotive enthusiast with a passion for all things on wheels, Vicente’s journey led him to ArtCenter College of Design to explore how to create vehicles that enhance mobility and productivity. His background in user-centric research has shaped his approach to design, focusing on identifying and eliminating pain points to craft comprehensive and effective vehicle concepts.
Pierre Cohendet, Transportation Designer at Motivo, holds a B.S. in Transportation Design from ArtCenter College of Design and specializes in designing products that are both functional and visually compelling. Pierre’s expertise in transportation design & footwear innovation adds a unique perspective to the team’s creative process.
Yousif Nashif is an integral part of the Business Development team at Motivo, where he plays a pivotal role in driving the company’s growth. A car enthusiast, Yousif’s interest in the automotive industry complements his work, allowing him to connect with clients and projects on a deeper level.
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