Forget about Tesla, Uber, and those self-driving cars weve seen on the road in certain cities around the country and globe. While these companies and technologies are helping to shape the future of mobility, theyre only one tiny step towards the type of disruption that auto manufacturers will come to know. And thats exactly what Shift AUTOMOTIVEthe new biannual show backed by IFA, the Geneva International Motor Show, Palexpo, and Messe Berlinset out to explore at IFA 2018 in Berlin this week.
Right from the opening keynote, you could tell that the conversations held during this side event were going to be both thought provoking, but also realistic in the direction that they were pointing the audience.
At present, the way we think about disruption in the automotive industry is through electric cars (upending the need for gas), services like Uber (which are challenging the need to own a car), and Tesla (which is challenging the way cars are sold). And, of course, we can conceptualize the impact that self-driving cars will have, but we as consumers of cars are not quite there yet.
That said, major players in this space seem to ...