Mathias Kuhn, Volkswagen’s head of UX/UI design, emphasizes a user-centric approach in the development of the new cockpit generation debuting in the ID. Polo. The design integrates modern software with nostalgic elements, shaped significantly by customer feedback. Kuhn identifies three core values that guide their UX design: stable, likeable, and exciting. These principles influence everything from interface aesthetics to sound and lighting, ensuring a cohesive brand experience across the vehicle. Kuhn addresses the challenge of integrating advanced technologies like AI, augmented reality, and voice assistants into the user experience. He highlights AI's role in harmonizing these elements, making them intuitive for users while maintaining a minimalistic interface. The focus lies on simplicity and clarity, avoiding overwhelming users with excessive features. The physical design of materials and digital elements must connect seamlessly, as seen in the ID.Cross Concept, which exemplifies this integration. Lighting is identified as a key area for enhancing brand differentiation. The ID.Light, a slim LED strip that communicates with the driver through intuitive signals, exemplifies Volkswagen's innovative approach to creating a more human-centered driving experience. This feature, now extended in the new cockpit design, aims to enhance immersion. Looking to the future, Kuhn anticipates AI will further revolutionize UX design, enabling smart agents to interact naturally with drivers, personalize experiences, and create tailored atmospheres for various driving situations.