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Maserati ‘driving innovation in user experience’

November 12, 2019driversclub

Maserati has taken the landmark decision to remove the veil from the development of some of its most innovative designs, with the marque opening the Maserati Innovation Lab to members of the public.

Focused on the development of technologies to enhance the driving experience, the lab touches on everything from virtual reality product design to cutting-edge systems for its latest cars.

Breaking down barriers for drivers

Launched in 2015 and located at the company’s Emilia Ovest facility in Modena, the Maserati Innovation Lab is working to overcome the challenges of how to support a better user-technology interface.

Utilising the brand’s latest Dynamic Simulator, guests can be transported to the driving seat of the latest Maserati designs in development and experience for themselves how new driver aids, support systems and technologies will impact the future of ergonomic car design.

Indeed, the marque highlighted how the impact of the Innovation Lab will be to create “an integrated approach that prioritises the human factor right from the initial development phases”.

It’s a decision the brand hopes will help to place it ahead of its rivals in developing the next generation of supreme sports vehicles in the years to come.

Steve Clarke, marketing manager at Drivers Club News, comments: “Developing the innovative technologies of the future that will help to break down the barrier between drivers, their vehicles and the world around them is cutting-edge stuff and something Maserati is ultimately keen to deliver.”

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