Mercedes ha desarrollado un antídoto para la agresividad de los conductores: la aromaterapia Los futuros modelos de Mercedes-Benz tendrán una función que mida los signos vitales de los pasajeros y luego ajuste la iluminación y la música en forma acorde a sus ánimos, u ofrezca consejos como una indicación al conductor de que haga ejercicio.

La nueva tecnología, presentada en un prototipo de alta gama Maybach Clase S en Las Vegas este jueves, se proveerá a través de dispositivos de vestir como relojes Apple Watch, y más adelante posiblemente a través de sensores en el volante, dijo en un comunicado la empresa madre de Mercedes, Daimler AG.

The Mercedes-Benz Maybach S 650 Cabriolet convertible vehicle is displayed during Automobility LA ahead of the Los Angeles Auto Show in Los Angeles, California, U.S., on Wednesday, Nov. 16, 2016. Mercedes-Benz is rolling out a 300,000-euro ($323,000) limited-edition convertible under its ultra high-end Maybach nameplate, as the German automaker seeks to burnish its luxury image and bankroll its investment in electric cars. Photographer: Troy Harvey/Bloomberg

(Troy Harvey/Bloomberg)

“Los atributos clásicos del manejo se están volviendo menos importantes”, dijo Goetz Renner, un psicólogo que dirige el proyecto Fit & Healthy de Mercedes, en una entrevista. “La gente está cada vez más enfocada en el tiempo de calidad, y eso no implica solo poder enviar correos electrónicos”.

El proyecto es el más reciente esfuerzo de Mercedes por convertir a sus autos en algo más que simples medios de transporte. Y abre la posibilidad de reunir datos que podrían usarse para ofrecer a los conductores y pasajeros más productos, como seguros a medida. También es un intento de redefinir la relación entre el auto y su dueño, conforme los vehículos compartidos se vuelven más populares y los consumidores tratan de pasar el tiempo de viaje en forma más productiva.

Hora del masaje

Aunque los autos ofrecen ventilación perfumada o funciones que alertan a los conductores soñolientos desde hace años, las nuevas funciones de Mercedes reunirán datos como la frecuencia cardiaca y la temperatura corporal para hacer sus recomendaciones. Además de sugerir cambios en la iluminación y el sonido, los coches también ofrecerán masajes en el asiento o darán instrucciones para realizar ejercicios sin bajarse del auto.

Una versión más simple estará disponible en el sedán Clase S renovado que llegará a los salones de exposición este año, y el primer auto con todas las funciones aparecerá entre los nuevos modelos que serán actualizados el año próximo, como el Clase A, el auto más pequeño de la marca. Daimler no quiso revelar precios.

Los fabricantes de automóviles están buscando formas de monetizar los datos, cada vez más con productos que tienen poco que ver con el manejo en sí. Obtener nuevas y valiosas fuentes de información será crucial, ya que las ganancias provenientes de la fabricación de autos clásicos caen y los clientes buscan funciones agregadas que amplíen la experiencia de conducir.

Attendees are reflected on the head rest of a convertible Mercedes-Benz AG SLC300 Luxury Sport vehicle on display at the China (Guangzhou) International Automobile Exhibition in Guangzhou, China on Saturday, Nov. 19, 2016. The show opens to the public on Nov. 21. Photographer: Qilai Shen/Bloomberg

(Qilai Shen/Bloomberg)

El ingreso generado por los datos reunidos en los autos o en torno a ellos abarcará con el tiempo una parte mayor de los ingresos de la industria, según una encuesta de KPMG. El ingreso podría originarse en la venta de productos a medida, como la protección contra robos o la entrega de envíos en el auto o el mantenimiento predictivo, dijo en un estudio de septiembre McKinsey & Co.

Más hacia el futuro, Mercedes también planea llevar la información sobre salud y estado físico más allá del auto, empaquetando en su nube datos cuyo uso haya sido autorizado a fin de realizar, mediante su aplicación Mercedes Me, sugerencias individuales de ejercitar los músculos o hacer una pausa, según el comunicado.

Entre otros recientes proyectos de ‘estilo de vida’ de Daimler figura una sociedad con Microsoft para cargar calendarios personales en el sistema de información y entretenimientos de un auto, anticipo de un futuro en el que los vehículos podrán convertirse en oficinas y espacios para vivir autoconducidos.

Bloomberg

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