“The Future of Mobility” roundtable addressed the complex issue of how cities and their industries will be remodelled to tackle new mobility. 

The discussion was moderated by Brendan Hewitt, Global Innovation Director for Volkswagen Group at PHD, and Gemma Vallet, Director of Innovation at PHD Spain. Panellists came from a variety of disciplines: Miguel Piwko, Marketing Director of Škoda; Jaime Font Furest, co-founder of Mesura and Head of International Architecture at La Salle BCN; Camila Louzan, European Account Manager for Mediapp (Waze) and Beltran Gortazar, Media Agency Consultant for Google.

Škoda’s Miguel Piwko discussed the disruptive change that will take place: “By 2025 the automotive industry will adopt measures to respond to the needs of society, a society that consumes in another way, in which individuals will subscribe to services. Twenty per cent of the sales of the automotive industry will come from products and services other than the sale of cars.”

The city designed for people

Co-founder of Mesura and Head of International Architecture at La Salle BCN, Jamie Font Furest, talked of the complexity of the coming years in remodelling cities to be viable, economic and energetically sustainable for the citizen and for services such as transport. “The smart city is the city we have always wanted to design for people.”

Gemma Vallet, PHD Spain’s Director of Innovation talked of the past when a city’s first thought was to accommodate cars and their services, such as motorways; yet today we already see examples, as in Barcelona, in which the city has evolved to a new mobility and a new economy, such as the one described Jeremy Rifkin’s book, The Age of Access.

A new channel of communication and entertainment

Today the car is already one of the places where we spend more hours streaming music. In the near future, the car will be another channel of communication for brands, and therefore brands will be an ally in this transformation of the car.

And car parks will be reinvented to make room for other services in line with the new smart city, with e-commerce surely one of the key factors in this reinvention.

Read the story in full on PHD Spain’s website