What motivated you to participate in IAA MOBILITY 2025, and what do you hope to achieve?
Steffi: Bringing together all the key players in the automotive industry, IAA Mobility provides an ideal platform for Google to engage with customers, digital enthusiasts, and industry leaders, which is a key priority for me as an Industry Lead. The events allow us to exchange views, share insights on the car buyer journey, and showcase our vision and solutions for the future of mobility.

At Google, we strive to be a strong partner for the automotive industry. Our deep understanding of the car buyer journey, gained through Google Search and YouTube and their vital role in the car research process, provides valuable insights into buyer interests and preferences. This allows us to equip OEMs and dealers with the knowledge they need to optimize their marketing communications and tailor them to customer needs.

Furthermore, Artificial Intelligence is crucial for the future of the automotive industry. Google offers AI solutions that streamline processes across the entire value chain, from R&D and manufacturing to marketing and sales. Our unique set of solutions and data models empower innovation not only within the automotive industry but also across other sectors, driving the development of new mobility solutions.

With the Google EMEA Auto-Hub in Munich, we have established a strong center for collaboration with the automotive industry across Europe.

Johannes: I couldn't agree more. IAA MOBILITY provides us with an excellent opportunity to deepen existing partnerships and foster new collaborations with OEMs, dealer groups, suppliers, and tech companies.

Google will have a strong presence at IAA MOBILITY 2025, contributing to the programme on stage and around the event. Visitors can look forward to keynote speeches full of insights from our product teams, a Diversity Breakfast promoting inclusion and equality within the automotive sector, and exclusive customer events at Google's offices and other venues to dive deeper into Google's latest automotive solutions and developments.

We're going to host an exclusive gathering for key industry leaders, and will host fascinating guests on our podcast. These discussions will delve into the future of technologies and the application of AI in the automotive industry. Additionally, you can expect to hear about Google's latest studies, insights, and product updates. In-depth practitioner sessions will provide valuable knowledge and firsthand experiences from industry experts.

Which mobility concept inspires you the most right now and why?
Johannes: I am deeply inspired by the concept of multimodal mobility, where different modes of transport seamlessly integrate within a single journey to provide travelers with maximum flexibility and efficiency. This vision was a driving force behind my own entrepreneurial journey prior to joining Google, when I co-founded a business focused on advancing this very concept. The experiences and insights I gained during that time continue to inform and inspire my work today.

Google Maps is a key cornerstone of multimodal mobility. We're continuously enhancing Maps to simplify multimodal transport e.g through the integration of public transport schedules and real-time data, allowing users to avoid delays and plan their journeys more effectively.

Steffi: In the future, multimodal mobility will help to significantly reduce urban congestion, improve air quality, and enhance people's quality of life. Google remains committed to developing innovative technologies and solutions to achieve this vision.

Another exciting feature is eco-friendly route planning. In Google Maps users now have the option to choose the routes expected to cause the lowest CO2 emissions. Reducing emissions is key to preventing climate change and this feature shows how technology can contribute to making mobility more sustainable and environmentally friendly while saving fuel.

Another way Google’s technology is helping to reduce C02 emissions is through initiatives like "Project Green Light", where Al is used to optimize traffic signals based on real-time data. Reducing waiting times at red lights and allowing for a smoother and more energy efficient flow of traffic, this feature (which is currently tested in cities such as e.g. Hamburg) can help to reduce fuel consumption and C02 emissions significantly.

What innovations in your field will most change how we move in cities over the next five years?
Steffi: Looking at the future, I see two key innovations fundamentally redefining urban mobility: Automated driving and artificial intelligence.

Artificial intelligence is set to redefine the urban mobility landscape, promising smarter traffic management, optimized route planning, and personalized travel experiences.

For years now, Google Maps has been transforming the way we navigate and explore the world. Through the integration of Gemini features, Maps will continue to become smarter and more helpful by the day, streamlining the mobility experience with answers to complex questions, curated activity suggestions, improved navigation including lane guidance, traffic sign recognition, weather updates, and parking tips. Google maps is set to make travelling a breeze.

I firmly believe that autonomous driving and Al will significantly improve safety, efficiency, and sustainability in urban transportation systems over the next couple of years.

How do you support the integration of different mobility forms to create a seamless and efficient transportation infrastructure?
Johannes: We collaborate with public transport operators, mobility providers, and cities to integrate various transportation options. Together, we are working towards realizing a fully integrated and intermodal travel experience answering modern travellers’ needs. Cars will remain an integral part of this digital mobility offering, easy and convenient to choose as an additional means of transport when applicable.

Bringing together different modes of transport, Google helps improve transportation infrastructure and shape the future of mobility. We're confident that seamless integration will make urban transport more efficient, sustainable, and user-friendly.

How do you view the role of public-private partnerships in advancing innovative mobility solutions?
Steffi: Public-private partnerships are crucial in driving innovative mobility solutions. Joining forces and bringing together resources and expertise from different partners, is the key to future-proof and sustainable mobility. Google Germany is actively engaging in such partnerships and working closely with e.g. the cities of Hamburg, Berlin, Munich and others to devise and test innovative new mobility approaches, such as the integration of Al to optimize traffic flow and reduce congestion.

Google is also committed to supporting research institutions and universities in developing new mobility concepts and technologies. This commitment extends beyond technology itself; we believe the future of mobility requires a collaborative effort. Therefore, we are committed to encouraging open discussions and collaborating with political, industrial, and societal stakeholders to develop universally beneficial, innovative solutions.

What are the biggest challenges you currently face in your field, and how are you addressing them?
Johannes: The automotive industry is going through a period of rapid change and disruption, which comes with both challenges and opportunities along the auto manufacturers value chain. When addressing these challenges and opportunities one of our priorities is data privacy and security. That is why we have established the Google Safety Engineering Center (GSEC) in Munich for example, where we work on continuously improving safety standards across our products and the industry.

Steffi: The responsible development and deployment of artificial intelligence is another challenge. Al will fundamentally reshape both the automotive industry and society. Google published its Al Principles in 2018, committing to responsible technology development. These principles guide our work and help us consider the ethical and societal impact of Al.

We see it as our responsibility to develop new technologies responsibly, always listening to feedback from our users and partners. Control, transparency, and data privacy are at the core of everything we do. We believe that by working with the automotive industry and society, we can build a better future of mobility.

Johannes: Google strongly believes in Al's transformative power and the potential of AI to improve the lives of people and make the world a better place - when used boldly and responsibly. Our research and products already boost people's creativity and productivity and help them with day-to-day tasks and accomplishing ambitious goals.

To us, building Al responsibly encompasses addressing and mitigating risks and realizing its positive potential for users and society. We rely on our Al principles, internal research, and expert, user, and partner feedback to guide us in the process.

How important is the user experience to you, and how do you gather and incorporate user feedback?
Steffi: User experience is of the utmost importance to us and we truly believe that technology can only succeed when it provides added value to people and ease of use. To ensure products and services effectively address user needs, we continuously collect feedback and integrate it into our development processes.

We regularly conduct user surveys to gather opinions, preferences, and suggestions for improvement. Through usability tests, we observe users interacting with our products and analyze their behavior to identify weaknesses and enhance user-friendliness. Additionally, we analyze anonymized usage data to understand how our products are used and which features are particularly popular.

Johannes: Feedback mechanisms, such as forms and buttons, can be found across all of our products, allowing users to submit comments and suggestions. We also gather feedback from our online forums and communities where users can discuss ideas and provide their feedback.

Input from all these sources is considered for the continuous improvement and development of new features and solutions. Thus, we make sure that our products meet our users needs and provide them with the best possible user experience.

For the mobility sector, in particular, a smooth user experience is crucial. People want to get from point A to B quickly, easily, and comfortably. Our solutions are designed to meet these needs and provide users with a seamless and frictionless experience taking away the stress of travelling.

Where do you see the greatest potential in mobility, and where is there the most need for improvement?
Johannes: I see the greatest potential in micromobility and shared mobility solutions. E- scooters, bicycles, and car-sharing services can significantly reduce traffic congestion in cities, improve air quality, and enhance people's quality of life. In crowded metropolitan areas these flexible and eco-friendly alternatives to private cars offer numerous advantages.

The most significant area for improvement, however, is the expansion of charging infrastructure for electric vehicles. Transitioning to e-mobility is a vital step towards a more sustainable future, but to get there, sufficient charging facilities are key. Both the public sector and private enterprises need to invest in building this infrastructure.

Google is contributing in several ways: Within Google Maps, we provide users with comprehensive information on charging stations, including real-time availability and charging capacities. We also collaborate with automakers and charging providers to integrate charging information more effectively into our products.

Another major area of improvement are mobility offerings and public transport coverage outside major cities. In rural areas, public transport is often limited, and we need attractive and affordable alternatives to private cars to ensure mobility for everyone.

At Google, we are committed to supporting sustainable and future-ready mobility. We believe that technology can play a key role in making transportation more efficient, eco-friendly, and available to anyone.

IAA MOBILITY is the leading global mobility platform, bringing together innovators from across the mobility spectrum. Who do you hope to connect with this September, and why?

Steffi: IAA MOBILITY is a fantastic opportunity to collaborate with key players in the industry and shape the future of mobility. In September, we look forward to connecting with several key groups.

First, OEMs (automakers) to jointly advance innovative solutions and discuss the use of artificial intelligence in vehicle development, production, and customer service.

Connecting with dealer groups is also something we are looking forward to. We are going to discuss with them how Al and digital technologies can make car sales more efficient and improve the customer experience.

We're also eager to connect with new mobility providers, like car-sharing and ride-hailing services, who are transforming how people get around.

And of course, we are looking forward to great discussions with industry experts from technology, research, and consulting, and hearing their views on the latest trends and developments.

IAA MOBILITY is the ideal platform for this kind of exchange, and we are confident the event will provide valuable momentum for the future of mobility.

What new innovations or products do you plan to showcase at IAA MOBILITY 2025?
Johannes: We're excited to discuss several innovations and products at IAA MOBILITY 2025 that will help shape the future of mobility and advance digital transformation across the automotive value chain.

For our team, the spotlight will be on Al-powered advertising that will drive digital transformation at the end of the automotive value chain. Leveraging the latest advancements in artificial intelligence, we aim to make advertising campaigns more relevant and efficient.

We will also share successful Al marketing use cases, demonstrating how automotive companies are already using Al to achieve their marketing goals. These examples can inspire other businesses and highlight the vast opportunities Al offers for the marketing sector.

How has the car-buying process changed in the digital age, and how can manufacturers and dealers better connect with customers?

Steffi: The car-buying process has fundamentally changed in the digital age. Customers now use digital channels in every phase of the purchase journey. During the research phase, customers rely on search engines, comparison platforms, and automaker websites to gather information. Online configurators allow them to customize their ideal vehicle. Virtual test drives offer an initial impression of a car, and the purchase itself can often be completed online. Additionally, online after-sales services are becoming increasingly important.

To succeed in the digital age, manufacturers and dealers must address these new customer needs. Artificial intelligence provides opportunities to engage customers in more targeted ways. Automakers and dealers can rely on vast amounts of data to develop a better understanding of their customers. They must adopt omnichannel strategies that integrate all digital and physical channels seamlessly. By leveraging digital technologies and analyzing customer data, manufacturers and dealers can improve customer outreach and satisfaction.