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Our pitch to Honda Research & Development focused on reimagining the future of mobility in 2040, shifting the conversation from cars as products to mobility as a service and experience. We began by reframing the core problem: instead of asking how to make better cars, we asked why people choose not to drive. Using user-centered research, we identified four key barriers—safety, comfort, cost, and convenience—as the primary reasons people avoid driving today

From there, we proposed an autonomous, subscription-based rideshare ecosystem designed to address these barriers. The concept repositioned vehicles as flexible, personalized spaces for productivity and relaxation, featuring reconfigurable interiors, digital interfaces, and a seamless app-based experience for scheduling, preferences, and subscriptions

We also grounded the vision in feasibility by comparing existing autonomous players and cost structures, emphasizing Honda’s opportunity to leverage vertical integration and brand trust to compete long-term

The pitch ultimately argued that the future of transportation lies not just in autonomy, but in human-centered mobility systems that integrate design, technology, and business strategy.