This master thesis was executed for Mercedes-Benz; a subsidiary of Daimler AG. Its goal was to design a holistic interior concept for level 4 premium autonomous driving, aimed at:‘’Purpose-driven people, expressing confidence in their success, who reluctantly accept novelty framed by tradition’’, using a context based design approach. In the future, these people will lose their traditional means expressing authenticity and identity. They will no longer be able to achieve confirmation through a hierarchy based interaction with their cars. Additionally, expressing premium shifts from material possession to immaterial behaviour. Therefore, the following mission was stated:‘’I want people to be able to express exclusivity though conduct ,whilst being assured of their personal significance.’’In order to preserve current interaction qualities in a new context, the following analogy for the product-user relationship was described:“Like walking your German Shepherd Dog through the woods’’. During synthesis, an interaction gap was discovered. Current interior concepts aimed at level 4 autonomous diving mainly focussed on technical solutions. Situations were approached as if the customer and car were already cooperating successfully. However, in order to achieve a successful cooperation, both parties first have to trust one another. MIND introduces the artificial intelligence of the car immediately after ordering. During the time it takes to produce the car, referred to as “Transcendence”, the customer teaches MIND his preferences and character traits by allowing it to follow and observe him. MIND proves itself step by step with the assistance of augmented reality. This gradually generates a meaningful relationship between product and user and lowers the emotional threshold to accept future mobility. Feedback on progress made by MIND is communicated by the development of a unique pattern, visible on a physical manifestation of MIND. - Premium by means of exclusivity is achieved though the developed character of MIND, which is unique and personal to every customer. - Exclusivity through conduct is achieved by including the customer. Providing effort and being rewarded with something truly personal creates a meaningful experience. - MIND obtains assurance by proofing its capability in a safe environment, generating confidence. - The customer is furthermore assured by the transparency of data traffic and storage. - Personal significance is confirmed through the reactiveness of the pattern. - MIND is beneficial to the development process at Mercedes-Benz by providing real-time, actual data instead. - It provides Mercedes-Benz as brand with the opportunity to manifest itself as a mobility provider without the necessity of a physical car. MIND as a concept provides a train of thought about expressing premium through behavior rather than possession. It can serve as inspiration for smaller-scoped design briefs. It can provide the bridge between user wants and technical developments. Finally, MIND can be applied beyond ownership in shared mobility and public transport systems. Moreover, it can be applied beyond the context of mobility, positioning Mercedes-Benz as life companion rather than mobility agent.

This Master thesis was developed for Mercedes-Benz AG. The following report elaborates the steps taken in developing a holistic interior vision for ‘Sustainable Luxury’ of Mercedes-Benz. In seek of representation for the future societal needs, and possible future challenges and opportunities in terms of holistic mobility conceptualisation, the research took place in the rural areas of Japan. Therefore, this project is aimed at ‘Self-reliant people accepting innovation raised on the traditional values’. These people are seeking the segregated life, focused on the abundant luxury of time, bonds of smaller communities, and personal fulfilment. Cherishing the community traditions, innovation is acceptable if it preserves the experiential domain of respect towards community members and the environment. To fulfil the demand for such a context, the mission was ‘to achieve a perception of an abundance of less within the experience and perception of the product while keeping the identity of the brand intact.’ As the reconciliation between sustainability and luxury indicates the change of expression of luxury in means of a form, the qualities of the premium experience are set to keeping the utmost feeling of safety and physical ease leading to comfort. Therefore, ‘encountering a moment for yourself, within a shared experience, in comfort.’ was set as the desired interaction. The ideation led to the development of three concept ideas, which were further validated and iterated leading to the conclusive vision ‘Ikigai: A reason for being’. Ikigai presents mobility solution as part of the holistic system of sustainability and manifests as a contribution to the context. The vision ‘Ikigai’ is a Level 4 shared mobility service by Mercedes-Benz, intended for the rural communities of Japan. The on-demand service, utilising the Mercedes-Benz municipal vehicle, grants community residents overcoming the dependence on the pre-scheduled, public transportation of the area. The private zones in the interior space are providing users with a possibility for individual focus and relaxation while in a shared environment. Ikigai’s minimalistic interior is enriched by the works of local craftsman. The material finishings of unique algae-based materials and bio-luminescent lights, produced in the village, are limited to the vehicle design specific to the area. Consequently, the car simultaneously represents exclusivity of the local craftsmen and uniqueness of the tradition, sharing them in rides beyond the borders of the village. The brand remains to provide unique personal experiences within innovative products. Meticulous attention to details and high build quality bring it to the class of its own in providing a sense of safety and physical ease leading to Mercedes-Benz comfort.