Jerry Cai

Ferrari 2035

Ferrari 2035 Vision Cockpit

The Ferrari 2035 HMI concept blends AR technology with performance driving, creating an immersive, intuitive experience while preserving Ferrari’s heritage of craftsmanship and innovation.

Work Type

Case Study

Time:

2024 Fall

Contributors:

Jerry Cai

Yilin Jin

Zoey Guan

My Role

UX Design

UI Design

Research

Prototyping

Background

As the automotive industry evolves with advancements in EVs, AR, and spatial computing, luxury brands like Ferrari are exploring new opportunities to engage emerging audiences. This project envisions a 2035 Ferrari cockpit that integrates cutting-edge technologies to redefine performance driving experiences while staying true to Ferrari’s legacy of excellence.

How might We blend Ferrari’s heritage with innovation to create exhilarating future driving experiences?

Vision

Fusion of Technology and Racing Heritage

Immersive Digital Experiences

Emotional Connection

Next-Generation Appeal

2035 Cockpit

We designed this cockpit to seamlessly integrate digital meter, passenger display, and a full windshield AR HUD—creating an immersive and performance-driven experience. these setup enhances driver focus, provides real-time data, and engages passengers, embodying Ferrari’s vision of innovation while preserving the thrill and elegance of luxury driving.

Final Design

Feature 1

Touring Mode

Touring Mode transforms long drives into immersive journeys by projecting real-time travel information onto the windshield HUD, allowing drivers to interact seamlessly using hand gestures. Drivers can plan scenic routes with detailed stops, making each road trip not just a drive but an adventure that enhances both comfort and engagement.

Feature 2

Stop Recommend

The Recommendation Stop feature highlights scenic stops on the windshield HUD, active only during auto-driving mode. Drivers can select destinations with gestures, enhancing the journey with seamless, distraction-free navigation.

Feature 3

In-car Entertainment

The new in-car entertainment system transforms the windshield into a full interactive display, replacing the traditional IVI. As shown in the image, users can watch movies and access apps directly on the windshield HUD, creating a cinematic experience during auto-driving. This innovation enhances passenger engagement and makes downtime on long trips more enjoyable, redefining how luxury and technology intersect in the driving experience.

Feature 4

Manual Driving

Manual driving mode offers an authentic Ferrari experience, featuring a classic Ferrari-style meter and HUD that provides real-time performance data . This feature enhances driver engagement, delivering the thrill and control that reflect Ferrari’s racing heritage.

Feature 5

Auto Parking

The auto parking feature allows users to select available parking spots using hand gestures directly on the windshield AR display. This intuitive system highlights available spaces and lets the driver choose by simply pointing, enhancing ease and precision during parking.

Feature 6

Legacy Track Coach

The Legacy Drive Coach feature allows users to select legendary Ferrari F1 drivers as virtual mentors during track days. By choosing icons like Michael Schumacher or Niki Lauda, drivers receive real-time feedback, driving tips, and performance insights through the HUD. This feature enhances the track experience by enabling users to compete against simulated records of these champions, pushing their skills to the limit while celebrating Ferrari’s racing heritage.

Feature 7

Track Mode

Track Mode uses HUD and spatial computing to project racing lines, braking zones, and performance data directly onto the windshield. This keeps drivers focused, enhancing awareness and delivering a more immersive and exciting track experience.