The European automotive industry, historically the engine of Europe’s economy, now faces an urgent need to balance three central priorities: economic growth, environmental sustainability, and social responsibility. As competition from Asia and the US intensifies, the EU must act swiftly to preserve all three. Failing to find the right balance risks losing not just one, but all of these pillars, undermining the industry’s future in Europe.
1. This is Not the Time for Philosophy – It’s Time to Act
With factory closures and redundancies on the horizon if change doesn’t happen fast enough, waiting for legislation or guidelines is not an option. European OEMs must take the initiative and drive change now to stay competitive. Delaying action only increases vulnerability—this is the moment to commit, align, and make bold moves.
There are numerous areas where collaboration and standardisation can strengthen the industry, but I’d like to focus on my area of expertise: Human-Machine Interface (HMI).
2. Why Standardisation?
Cutting Costs and Improving Driver Familiarity Standardisation in HMI design offers immediate, tangible benefits:
Economies of Scale: Shared HMI interfaces simplify production, cutting costs and freeing up resources for high-impact innovations.
Driver Familiarity: Consistent layouts help drivers adapt quickly between vehicles, boosting safety and ease of use.
A Foundation for Brand-Specific Innovation: With shared HMI standards, automakers can focus on creating unique brand experiences at higher levels without re-engineering the basics.
3. Software is Hard – The Role of a Common Operating System
Developing proprietary operating systems is costly and complex, often leading to fragmented systems that complicate updates and add unnecessary overhead. While some OEMs, like VW and Mercedes, have pursued bespoke platforms, a unified platform like Android Automotive OS offers a more efficient solution.
This shared, flexible base supports brand-specific customisation without reinventing core elements. By using a common platform, manufacturers can build unique HMI features at the top layer, allowing them to innovate quickly and focus on delivering seamless, user-focused experiences.
4. Standardising Key HMI Physical Controls for Safety and Familiarity
Standardising physical HMI controls across the cabin enhances usability and safety, ensuring drivers can operate essential features intuitively and with minimal distraction. Here are some essential standardisation wins (already present in many OEMs):
Cruise Control / ADAS on the Left: Placing ADAS controls on the left side of the steering wheel .
Media Controls on the Right: Positioning media and volume controls on the right side.
Centrally Located Hazard Button (Y=0): A visible, centre-aligned hazard button ensures it’s easily accessible in emergencies, reducing response time and enhancing safety.
Gear Selector: Embracing Automatic as the Norm: With automatic transmissions now the preference for many drivers, establishing automatic as the standard—with manual as an optional extra—aligns with market trends, simplifies production, and creates a streamlined vehicle layout.
Physical Climate Controls: Stop playing Tesla’s or Chinese OEMs’ game, we want physical controls. Maintaining physical controls for essential climate functions, like temperature adjustment and fan speed, enhances usability, safety, and driver satisfaction. There’s a distinct satisfaction in operating a well-crafted physical control—the tactile feedback from a precision-engineered button or dial allows drivers to make adjustments quickly and confidently, without diverting attention to a touchscreen.
Note: Standardisation should focus on HMI layout and architecture rather than using identical components. Each OEM can maintain unique designs and brand identity while ensuring the same control positioning, layout, and intuitive functionality. This common architecture improves user familiarity and experience without restricting individual brand expression.
5. Driving the Future
Standardising HMI elements and adopting a shared platform provides European automakers with a practical, cost-effective foundation for innovation. Far from limiting creativity, a unified approach enables OEMs to build on a solid base, delivering distinctive brand experiences while ensuring safety and usability.
The recent Volvo-Daimler partnership to co-develop a software-defined platform for trucks is a prime example of how collaboration can drive industry-wide transformation. This joint effort illustrates the potential for EU automakers to work together, setting the stage for industry-leading progress and efficiency that all European manufacturers can benefit from.
This is the time to act decisively, take ownership, and drive change across the industry—before external forces or regulations leave us with fewer options and threaten the very foundations of Europe’s automotive strength.