AutoSEAT and mobility

SEAT and mobility


Today, we all take for granted that automobile brands are more than the models that compose them. The present and the future are governed by a single concept: mobility. Sell, rent, exchange and, in the not too distant future, accompany the movement that two or four wheels will produce. That’s what the automotive industry will be based on.

The big bet now, however, is another. The key is in differentiation, in being able to put technologies, purchase or management options and even mobility options on the game panel that, while still losing the identity and the target that defines the brands, is capable of capturing customers rationally excited.

In this case, the analysis focuses on SEAT , a brand that, even having been immersed in digitization for years and which, like the rest of the automotive industry, has had to adapt at a dizzying pace in this area.

If we look at these last two years, the SEAT Group focuses on the connected car and future concepts of urban mobility. If we analyze digitization within the automotive world, we find four clearly differentiated pillars. These pillars are perfectly defined in the English word “CASE”. Each of the acronyms of that word belongs to a pillar that marks the line of work for mobility.

The “C” for connected, the “A” for autonomous, “S” for service or shering, and the “E” for electric.

The most demanding target

SEAT, faced with the challenge of being able to define and differentiate itself within the Volkswagen group, positioned itself by betting on connected car technology as well as mobility and services. The main reason is the youth of its clientele, which is ten years below the average for the rest of the Volkswagen group brands and most of its competitors.

This customer target, when choosing a brand, is defined as the most demanding since its day-to-day life is highly digitized and it is very little tolerant when entering a car and not achieving acceptable connectivity.

For this, the only way is the search for the full integration of the Smartphone in the communication of the car. Through a system called full link including Android auto, Apple Car Play and “MirrorLink” being present in the entire range.

Alexa, SEAT’s virtual assistant

In addition, as a pioneering experience, Alexa will be present in the next models. Initially, the idea was to fit the smallest device inside the car, but it was technically unfeasible. The solution was to integrate the Alexa function into an application that, after four months of work, is ready for launch.

XMoba, mobility expert

On the other hand, young people who live in urban areas do not have in mind the acquisition of a vehicle they own. This generation does not accept a property that 96% of the time is idle and for this SEAT has created a work plan acting through different fields. First of all, it has created a mobility company called “XMoba”.

This company studies different mobility services and, even though it is under the umbrella of the SEAT group, it operates completely independently, providing greater agility and speed, as well as offering services to other brands, even outside the Volkswagen group.

To date it has three products. On the one hand, after the acquisition of the Respiro company in Madrid, it is currently looking for the way to expand to more cities and even to southern Europe .

The second product is a platform to add mobility services called “JustMoove” that it presented at the last Mobile World Congress.

The Spanish manufacturer is committed to the future: in addition to the traditional acquisition of a car, there will be many new users of the brand who request a 360-degree response in mobility solutions .

Various shared mobility services from different providers within and outside the SEAT Group will be positioned on this platform: cars, motorcycles, scooters, parking and tolls payments and even transport cards will be some of the services that this application will manage.

And, finally, ride-sharing, which consists of sharing short-distance daily journeys through an APP.

Finally, I will tell you about my new encounter with the “Cristóbal” project. In the last edition of the Mobile Congress we had the first approach to a car equipped with preventive and protective safety at the same time.

At this fair, SEAT presents us with 17 functions with the mission of helping to reduce the main causes of traffic accidents: Drowsiness, speeding, distractions and alcohol consumption are the factors that annually cause 80% annually. of traffic accidents.

For this, the “Cristóbal” has been experimentally equipped with different systems such as the Mentor App. By blowing the classic device, the driver performs a breathalyzer test and, if the result is positive, the car simply won’t start.

In addition, this App includes an adapted remote vehicle functions and a locator of the same at all times.

Another device is the Black Box that, after sudden braking, activates a camera to record the last ten seconds, recording the speed, acceleration and braking indicators. This video is automatically sent to the selected Smartphone. A screen in the rear view mirror reflects all the information, which is sent to it by the rear view camera.

The so-called ‘Guardian Angel’ is the driving mode that activates 15 active and passive safety systems. They end the functions with the Drive Coach connected, but without distractions; and the Drive Lock , a system that requires you to put on your seatbelt before driving and pass the breathalyzer test.

In short, the SEAT León Cristóbal, named after the patron saint of drivers, has been developed to minimize accidents. As I was saying a few lines ago, its 17 functions are in experimental use. Some already exist in their recently launched models and the remaining majority will appear in what, for next year, will be the flagship launch: the new SEAT León.

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