VW Sie: When Self-Driving Cars Become Pervasive

Larry Keeley of Doblin/Deloitte posed the following challenge to us: “Create a platform level innovation in how automobiles are integrated into modern transportation systems when self-driving vehicles would be safe, legal, and affordable.” In 7 weeks, my team developed a shared vehicle platform that would offer highly-customized, personalized experiences (with a solid business plan to boot).


The VW Sie would be a highly-customizable, autonomous shared car powered by Liquid, an open-source, Linux operating system developed by Volkswagen. This on-demand shared vehicle takes away the hassles of car maintenance, but offers extreme personalization.

The Sie picks up users set with their personal profile loaded with their preferred driving mode (assisted driving to full-automated driving), car app configurations (dashboard screen layouts and loaded apps), and car settings (seat position, outside skin and temperature).

View our final platform posters here: VW Sie Posters.

More Details About VW Sie

Partnerships & Opportunities

The system relies on expert logistical and experience partners such as Cisco, Shell and local business support a strong technology backbone and maintenance services. Experience partners like developers, organizations and sponsors make new experiences possible inside and outside of the car. Volkswagen could earns its revenue from driving subscriptions, points purchases, developer fees, app sales revenue and sponsorship fees.

Platform Launch, Growth & Expansion

At our hard launch in major metro areas (New York, Chicago, San Francisco) and top industry conferences (NY International Auto Show, CES), we reach out to commuters, car enthusiasts and tech gurus with a core suite of VW apps, prepaid and unlimited subscriptions and teaser rides.


As the platform grows, VW builds a critical mass of experience partners through app challenges and Hackathons. Meanwhile, we target families and current car owners in suburbs with long-term leasing and the additional of physical upgrades in less dense areas (Austin, Portland). In time, we will be able to provide enterprise fleet management, support Liquid OS for other manufacturers and leverage population, customization and route metrics to inform policy change and future innovations.