Wednesday | 18. April 2018

The future of automobility: Practice Project with Mercedes-Benz Consulting


"Mobility Meets Radical Change", that was the title of the cooperation project between Mercedes-Benz Consulting and the Macromedia University during the winter semester. Joint together in interdisciplinary pitching teams, master and bachelor students developed mobility solutions concerning issues like "Robots Do the Test Drive", "Smart City and Urban Mobility" or "Autonomous Driving" and managed to convince the project partner.


A report from our master student Henriette Heinze, translatated by Christiana Bukalo:

What does "driving a car" even mean nowadays? Current studies prove that owning a driving licence is no longer a status symbol. If the driving licence is truly losing its value, automobile manufacturers are forced to reconsider. Which kind of driving experience will still be attractive to future customers? And what effect will this have on the digital and physical customer experience? Lead by the guiding principle "Radical Change Meets Mobility" six bachelor and four master teams developed future visions for Mercedes-Benz Consulting. Their work was supervised by the design professors Lars Grau, Tanja Schmitt-Fumian, Thomas Stegman and professor Dr. Brigitte Kleinselbeck, who initiated the project. 

"The best way to predict the future is to invent it." (Alan Kay)


Mercedes-Benz has been investing into the future of mobility for many years. In 2017 the brand presented its new corporate strategy: CASE. The four letters stand for:  "Connected", "Autonomous", "Shared & Service" and "Electric". Those are the four areas which will play an increasingly important role in future mobility – which is why they also played a central role during the implementation of the project.

Quicker, better, eco-friendlier.
"Rethink urban mobility" – this was one of the tasks presented to the master students. How could a car, a cityscape or driving behaviour in general look like in the future? It took eight weeks to interview potential customers, develop scenarios and carry out different workshops in order to come up with a wide range of results: self-driving cars, car-sharing models, or a new systems for the secure retention of customer data were only a few of the created ideas.

In addition to that "Robots Do The Test Drive" was the topic bachelor students dealt with intensively. Will robots replace humans? The option of creating your dream car while comfortably sitting on your couch and idea of virtual consultants where only a few of the creative future visions the students came up with.

Mercedes-Benz Consulting: "Great students!"

During final presentations the students presented not only their ideas but reflected the process of developing the solutions. Mercedes-Benz Management consultant Robert Häusler, Senior Manager Sales Performance René Baumann and Consulting Manager Raphael Saupp were thrilled: "I’m very impressed by the presentations. The ideas aren’t just good but excellent, which helped us gain a lot of new ideas and aspirations for our future", comments Raphael Saupp.

For more information about the bachelor programme "Media and Communication Management (B.A.)" please click here.

For more information about the master programme "Media and Communication Management (M.A.)" please click here.


Raphael Saupp, Head of Customer Management at Mercedes-Benz Consulting, presented the future visions of the automotive brand.

During the project "Mobility Meets Radical Change" master and bachelor students from Berlin cooperated.

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