How do we design a passenger experience that’s actually superior to driving? It won’t be easy. Industry and society have spent a solid a century convincing people that personal car ownership and driving combined individual freedom with supporting the economy. Now, huge numbers of people need to change their habits 180 degrees for a more sustainable planet. That’s a storytelling challenge at the end of the day. So we’d better get to understanding cars in a brand new way if we’re going to create the narratives that truly move the needle.