In this blog, Sara Sargent, Principal Brand Strategist - InCabin at Sense Media Group shares her top takeaways from a successful 3 days in Barcelona for our InCabin Europe 2025 event ⬇️
Sara Sargent
Principal Brand Strategist – InCabin
Sense Media Group
A switch flipped this year in Barcelona, and suddenly InCabin is high voltage, it’s not “buzzing” it’s LOUD and electrifying.
I’m always snooping during the event to see who’s talking to who, and who’s shaking hands and exchanging information on the floor and at the parties. Seeing the volume of exhibitors coming together with OEMs and T1s this way was thrilling!
There were lots of OEMs here this year so I took the opportunity to learn what they’re looking for from InCabin and what they want to see next. The whole supply chain is at a point where they need to be doing business now.
We had Pedro from VW give the keynote of course. Mercedes, Aston Martin, Skoda and SEAT showed up with good numbers, and were really engaged in the demos. I like to see this commitment to discover what’s possible from these automakers. There were many other OEMs too.
I heard over and over that even if the exact right person for a particular technology wasn’t there from the OEM, that their colleagues were happy to help connect them, which is perfect. Great Community behavior, this is the hallmark of InCabin.
Now:
- Production level sensor fusion of radar and camera
- Passive Safety – OEMs are shopping for this
- Validation methodologies
- Intoxication Detection
- Radar was huge this year
Emerging In-cabin Markets:
- Cyber Security
- AI strategy and enablers – End to End AI was talked about, people are deciding the pros and cons of this now
- Displays and mirrors that cameras can see through
- Validation tools – synthetic data and environments, breathing baby dolls, child dolls, DMS robot heads
- Seat tech – passive safety, biometric sensing, and cool experience
- Audio for safety and enabling personalization
Other great signs for the industry were that we had well known analysts here this year, Junko Yoshida, Yole, and Colin Barnden all took time to meet with companies and learn what’s really happening. During the coffee break on Thursday I was trying to get to the coffee, and couldn’t get there in time because I was constantly stopped to accept appreciation from you all! Thank you for that! Worth missing the coffee 😊
Finally, people wanted to meet Chinese OEMs – experts from NIO, Great Wall Motors & more… they will be at InCabin China, which luckily is the next stop on the InCabin Tour. Companies can book their spots to meet the right people in that market with Drew and myself!
See you there in November!
Interested in exterior sensing technology?
With a pass to InCabin China, you’ll also get full access to our co-located sister event, AutoSens. Explore AutoSens China here >>
