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“The current technology in vehicles is fundamentally limited,” he says. “How can you incorporate more of these things into that [dashboard] space? There are driver distraction issues, but we think we have a really good solution to that space.
“You can customize the interface to a particular driver,” he adds. “Picture an older woman driving to the grocery store. She has all this stuff—no knobs or buttons. She doesn’t need navigational aids. We can mimic a 1975 dashboard, keeping it very simple. Then, by changing the surface, we can do it for a 20-year-old [who wants all the bells and whistles]. It’s the ability to decontent and up content.”
Car sales today are selling on the interior, Pryor says, and not so much on quality and cost. “It’s a real differentiator.”