Volkswagen creates new Holistic User Experience Division
Volkswagen has established a new Holistic User Experience (HUX) division, headed by Dr. Matthias Erb. In his new role, he reports directly to the CEO of the Volkswagen brand, Dr. Herbert Diess. As the head of the HUX division, he will steer interaction between technical development, design, product lines, and sales to ensure the smooth integration of the vehicle into the digital world.
Volkswagen wants the number of “touch points” between it and its customers to increase. The touch points are within the car, around the vehicle, and via internet through apps and websites. Volkswagen says it will offer an end-to-end user experience to its customers in terms of interaction at all touch points.
Intuitive usability in combination with the complete integration of a continuously growing range of functions such as infotainment, mobility, and value-added services will serve as guiding principles for the new division. Creating a unique and consistent look and feel at all touch points will be the division’s core task as the ecosystem around the relationship between company and customer is continuously expanding.
Initially, the focus of the Holistic User Experience team will be the I.D. family, the new generation of electric cars based on the modular electrification toolkit (MEB). The scope of work will gradually extend to the entire model portfolio.
Erb, who gained his PhD in engineering, was appointed Chief Engineering Officer of Volkswagen Group of America in April 2016. He is responsible for all development activities and the project strategy of the North America Region. Previously, he was responsible for the development of Volkswagen North American Engineering & Planning Center in Chattanooga, TN. After joining the Volkswagen Group in 2003, he held a number of management positions with Audi AG and Audi of America.