A modern automobile no longer just gets us from A to B. A wide range of comfort functions, entertainment offerings, communication interfaces and digital services are at the heart of the driving experience. The car has long since matured into an interactive everyday companion. Vehicle designers are paving the way. How the role of creatives and the nature of their products is changing is the central point of discussion in this session. The panel is hosted by KONZEPTHAUS CEO Martin Groschwald and presented by KONZEPTHAUS GmbH, partner of the IAA Conference.