Mobile phone as a second opinion

March 27th, 2010 • 1 comment automotive, mobile

Originally published in Headlight Blog. Editor’s Note: Headlightblog.com recently caught up with James Spahr, a UX Lead at Razorfish and pictured below, who has been working on the Mercedes-Benz USA (MBUSA) account since Razorfish was selected as the digital agency of record in January 2009. This past summer James worked on a mobile website for MBUSA as part of the agency’s work to support the 2010 E-Class launch. He was interviewed for Headlightblog.com by Kyle Outlaw, a regular Headlightblog.com contributor who is also a UX lead at Razorfish and one of the agency’s mobile subject matter experts.

Headlightblog.com: What were the key business drivers behind the creation of the mobile website for MBUSA?
James Spahr: The goal of the mobile website was to create a destination that mobile advertising could ultimately be driven toward. The point was to deliver products and information about the new E-Class, whether you were directed to the site from a mobile ad, accessed the site directly on your mobile phone or, while sitting in front of the TV, saw the URL and typed it in. Read More

A more connected car: On Mercedes-Benz, mobile and vehicle telematics

March 27th, 2010 • automotive, mobile

Originally published in Headlight Blog. Mercedes-Benz mbrace, a new telematics platform that Mercedes-Benz USA (MBUSA) launched recently, is the first such system to have a companion mobile application. The app lets registered mbrace customers lock and unlock vehicle doors as well as locate their vehicle from within the vicinity of one mile. The app also lets owners contact their preferred Mercedes-Benz dealership or locate dealers in the U.S. by proximity. It provides dealer name, address, phone number and even pinpoints their location on a map. The click-to-call functionality allows for easy access to the mbrace Customer Response Center, Mercedes-Benz Customer Assistance Center and Mercedes-Benz Financial. Users must be active Mercedes-Benz mbrace subscribers to use the companion mobile application.  Read More

Here in my car 2.0: Rinspeed’s shape-shifting, taboo-breaking, iPhone-enabled concept car

March 8th, 2009 • automotive, mobile

Originally published in Headlight Blog. In previous installments of this series, we’ve covered a few examples of phone-car convergence such as the Land Rover LRX. We would be remiss if we did not report on the iChange, the latest concept car developed by Rinspeed that was recently unveiled at the Geneva Motor Show.

Rinspeed is a Swiss automobile design firm and manufacturer established by Frank M. Rinderknect. In addition to restoring classic cars and modifying Porsches and Subarus, Rinspeed creates a concept car each year for the Geneva Motor Show. Automotive enthusiasts might recall some of Rinspeed’s previous concept cars, such as the sQuba — which was based on the Lotus Elise and doubled as a submarine — and the Splash, an amphibian vehicle with a top speed of 124 miles per hour on land and 45 knots on water.¹

Now comes the iChange, a single-seat concept car that can adjust its shape to accommodate up to two  passengers. The iChange is capable of reaching 62 mph in four seconds and a top speed of 137 mph.² According to Rinderknect, “the iChange is a symbol for the fundamental changes the auto industry [is undergoing] worldwide.” From Rinderknect’s perspective, the automobile manufacturers that will make it through these turbulent times will be the ones focused on radical innovation in the industry.³

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