From Screens to Scenes: Rethinking the In-Car Experience in Times of Change

“We need to take pretty tough measures right now. What doesn’t sell cars, what doesn’t take care of the customer… we’re going to freeze, postpone or cancel.”
Christian Meunier, Chairman, Nissan Americas

It’s a statement that resonates far beyond one company. As OEMs worldwide respond to economic pressure, transformation mandates, and evolving consumer expectations, one truth remains: the in-car experience can no longer be an afterthought.

“In-vehicle digital experiences are now a defining part of brand value,” says Felix Walter, Head of Automotive Business at 3SS. “What we’re seeing across the industry is a collective realization that cars aren’t just about engines or efficiency anymore. They’re about connection. Context. Identity.”
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The Vehicle as a Destination

Modern vehicles are quickly becoming screen-powered ecosystems. Whether it’s real-time content, navigation, or personal preferences that follow the user from home to car, the in-cabin experience is evolving, and fast.

According to a recent study by McKinsey, consumers increasingly view their car as a digital extension of their lifestyle, with one in three now expecting immersive, personalized media experiences during every drive. That shift is redefining how automakers approach design, differentiation, and engagement. On those same lines, Felix Walter came back to us with his vision:

“At Embedded Vision, a recurring theme was that personalization and media are no longer optional,” Felix notes. “The vehicle is becoming an additional, very relevant screen. And the winners will be those who treat it with the same care, flexibility, and user focus as any other connected platform.”
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Cutting Costs Without Cutting Corners on Experience

Nissan’s recently announced $1.8 billion cost-cutting plan includes workforce reductions, platform consolidation, and the goal of reducing vehicle complexity. It’s part of a broader wave of austerity moves across the industry, but there’s a risk.

“Cost pressure is real, but what brands can't afford to lose is user trust,” says Felix. “If your digital experience feels outdated, inconsistent, or clunky, that’s what drivers will remember, not how many platforms you consolidated internally.”

This is the balancing act 3SS is helping automakers navigate.
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3SS: Helping OEMs Move Faster, Smarter, and with More Control

3SS is best known for enabling personalized, scalable entertainment experiences across TV and mobile ecosystems. Now, those same principles are being applied to the automotive industry through 3Ready Automotive, a modular, production-ready Android Automotive platform designed for today’s OEM challenges.

“At its core, we’re helping carmakers launch faster, manage complexity better, and still deliver the kind of experience drivers expect,” Felix explains. “With 3Ready Control Center, they can configure content, update UIs, and tailor experiences in real time, without waiting for a new software build.”

The platform empowers OEMs to:

• Accelerate time-to-market by leveraging reusable, tested software modules

• Reduce engineering burden through centralized, intuitive management tools

• Create distinctive, brand-rich user experiences, consistently and at scale

• Optimize long-term costs by simplifying maintenance and reducing fragmentation
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Operators and OEMs: A Convergence Opportunity

Another key evolution on the horizon? The convergence between automotive and operator ecosystems. As content and connectivity become central to the in-car experience, the logic of delivery, how content is served, updated, monetized, begins to mirror the world of telecoms and pay-TV.

“For years, we’ve worked with operators to build seamless, content-rich user journeys,” Felix notes. “That experience gives us a unique edge as the automotive space enters the same territory — where service management, real-time control, and regional personalization are critical.”

It’s not just about integration. It’s about orchestration.
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Looking Ahead: The Experience Economy in Motion

As Felix sees it, the automotive industry stands at a pivotal intersection: one where operational resilience must be matched by experiential excellence.

“There’s an incredible opportunity right now to reimagine what the cabin can be,” he says. “But doing so requires agility, collaboration, and a platform mindset. That’s what we bring, not just as a technology partner, but as a co-creator of the in-car experience.”

Meet Felix Walter and the 3SS’s Automotive Team at AutoTech: Detroit

The 3SS automotive team will be on site at AutoTech: Detroit 2025, ready to discuss how 3Ready is helping OEMs and operators alike redefine the in-car digital experience.

📍 Booth #227
📅 Book a meeting: https://go.3ss.tv/autotech-detroit-2025

"The vehicle is the next screen, and the next frontier for digital storytelling. Let’s build it right." Felix Walter, Head of Automotive Business, 3SS