At Panasonic Automotive Systems, we believe that time spent in a car should be more than just time spent moving from one place to another. By redefining the mobility experience with a focus on people and their lifestyles, we are creating new value in the act of travel itself. Through the “WELL Cabin” project and initiatives with the “WELL Cabin GranLuxe”*, our teams are exploring the future of cabin spaces. Three of our colleagues share their insights on how they are reimagining mobility.
- ※ WELL Cabin GranLuxe: A concept vehicle based on the Toyota HiAce, created by Panasonic Automotive Systems. It features a 55-inch large transparent OLED display, a proprietary entertainment system, and a refined living space. It was exhibited at Tokyo Auto Salon 2025, attracting significant attention.
Beyond “Transportation”:
finding the seeds of value in people and everyday life
Mr. Tsuchiya, could you begin by telling us about your role in this project?
Tsuchiya
I have been involved in this project since the very beginning. As part of product planning, I worked on creating the initial concepts and what we call “seeds of value.” After that, I returned to a technical role to develop solutions that could make those ideas a reality. More recently, I have rejoined the project from a business promotion standpoint, helping to move it toward commercialization.
How did you discover the direction for the project?
Tsuchiya
Our company’s core business is OEM. Our job is to work with car manufacturers and deliver products that exceed their expectations. But that alone does not necessarily convey enough value to the end users, so we turned our eyes to the “C,” customers, beyond our B-to-B business, taking a fresh look at people’s actions and lifestyles. By deliberately removing the assumptions of “mobility” or “cars,” we began to redefine the cabin simply as a “space” in itself.
A car is a special place that doesn’t fit the categories of home, office, or even a third place like a café. In the future, as autonomous driving becomes widespread, how we spend time in cars will change. Travel time and space will become a stage for creating new experiences. This perspective will become increasingly important.
During our research, one need that clearly emerged was “the desire to rest while on the move.” Particularly among businesspeople, the “power nap”—a short 30-minute sleep to refresh—is gaining attention. That inspired us to explore whether the cabin could provide such an environment.
Shiotani
The concept that embodied this idea was the “Luxe”, which we developed before the “WELL Cabin GranLuxe”. From there, we expanded the concept further, thinking about how the cabin could also help passengers switch their mood or build anticipation for their next experience. We also recognized that in fields like tourism, there is a strong need for better mobility spaces. With the “WELL Cabin GranLuxe”, we tried to design the journey not as something separate from the destination, but as part of a continuous story that connects before, during, and after.
For tourism or sports events, receiving information and taking part in experiences related to the destination during travel enhances the overall experience. We utilized a method called “Interpretation,” often used by tour guides, to introduce cultural or natural value inside the vehicle as entertainment. This way, the travel time itself can be transformed into valuable time.
Translating the concept into form:
from personas to experience
How did you turn the concept you had created into a tangible form—the “WELL Cabin GranLuxe” ?
Shiotani
As a product planner, I began by setting up personas. We interviewed users who resembled these personas and dug deeper into what kinds of experiences they found enjoyable or comfortable. Based on this, we envisioned an ideal in-cabin environment for each case, and then translated that into a practical design.
Regarding the “rest” aspect, for instance, one executive we spoke with mentioned using short naps or meditation between business meetings to reset their mind. That inspired us to design a space that allows relaxation while also supporting productivity.
For connecting the in-car experience with what comes before and after the journey, for example, we might share with vegan tourists that Japan also offers sushi without seafood, or explain to foreign visitors how Japanese culture historically connects with aspects of their own country. By doing so, the experience inside the cabin goes beyond simply “learning information.” Instead, passengers can feel a connection between Japan and themselves. We wanted to design a space that could positively influence a person’s future views and feelings, and our ideas expanded from there.
Mr. Muto, as a designer, you played the role of shaping the concept into a physical form.
Muto
My role was to design the cabin space so that the concept could be realized as an experience. What I tried to give form to was not just a “thing,” but “human states.” For example, how can we create states of mental calmness or mental clarity? We designed a space that could provide rich experiences in a short time, combining elements such as light, sound, and scent.
The “Luxe” was designed more for executives, with an emphasis on a relaxing environment for small groups. With the “WELL Cabin GranLuxe” however, the focus broadened to include tourists and inbound travelers, while still appealing to affluent customers. I wanted to create a sense of the extraordinary within a short ride, drawing inspiration from the Japanese cultural concepts of “hare” (special occasions) and “ke” (everyday things and activities). Travel is something special for people, and hare—the festive, celebratory side of life—was something I wanted this vehicle to embody, offering a joyful and memorable experience.
As a design motif, I chose the image of a cruise ship sailing across the open sea. Among different types of travel, sea voyages are often seen as elegant and relaxing. A cruise ship in particular conveys a sense of luxury. That became the basis for the “WELL Cabin GranLuxe”. My own experience sailing yachts since I was a student also influenced this idea. I reflected the flowing forms of ships, the use of indirect lighting, and the tactile quality of refined materials in the wall designs, ceiling lighting, and overall interior finish.
For the exterior, we collaborated with Italdesign, a renowned automotive design studio in Italy, to ensure that the vehicle’s look would leave a lasting impression on international audiences as well.
Left: Inspired by a cruiser sailing across the vast ocean / Right: Interior of the「WELL Cabin GranLuxe」 Above：Inspired by a cruiser sailing across the vast ocean
Below：Interior of the「WELL Cabin GranLuxe」
In the near future,
cabin spaces will offer this kind of “Joy in Motion”
Within the coming years, more advanced autonomous driving is expected to become a reality. With that change, how do you see the cabin evolving, and what kind of “Joy in Motion” could it provide?
Shiotani
Ideally, time spent solely on commuting—like the daily trip to work—would be reduced to zero. The ultimate vision, of course, would be something like Doraemon’s “Anywhere Door.” Compared to that, the cabin we aim to design is one that people would choose to spend time in, saying, “If I can have this kind of experience, I don’t mind the spending time on the travel.” With the spread of remote work, the proportion of “unwanted travel” is decreasing, while the proportion of “desired travel”—such as trips and leisure—is increasing. This makes it all the more important to design time and spaces around the purpose of travel and the experiences that await at the destination.
Tsuchiya
The “WELL Cabin GranLuxe” is a good example, but more broadly, I believe that by creating new mobility experiences starting from people and their lifestyles, we can generate new value. Going forward, I hope we can continue to present our ideas to users, receive their feedback, and co-create the “future of mobility” together with them.
Muto
As a designer, I want to keep turning new “value” into tangible form and create mobility spaces that engage all five senses. To achieve that, it’s essential to keep people’s experiences at the very center of our thinking.
Shiotani
Right now, people and cars have a divided relationship—one operates, the other is operated. With autonomous driving, however, the relationship will become more like an equal partnership. Today’s cars already have many sensors, but they mainly look at the outside environment or the mechanical systems. In the era of autonomous driving, I believe cars will instead sense the people inside, read their state of mind and body, and actively respond. That is precisely when the idea of “designing human states,” which has been our pursuit, will become more important than ever.
Satoshi Tsuchiya
Joined the company in 2006 and has been engaged in the advanced development of displays and video LSIs (Large Scale Integration), as well as the design and development of IVI (In-Vehicle Infotainment) and CID (Center Information Display) systems. Since 2019, he has been involved in product planning. He is currently the project manager for the “WELL Cabin” project in the Cabin UX Business Development Office. His goal is to contribute to realizing a society that embodies “Joy in Motion” by creating moving mobility experiences.
What brings him comfort?
When experiencing local culture while traveling, discovering new perspectives, and feeling a sense of the extraordinary.
Yusuke Shiotani
Joined the company in 2025 and has been engaged in co-creation activities with car OEMs and product planning for “WELL Cabin” in the Cabin UX Business Development Office. Leveraging his qualification as a Travel Service Supervisor and experience in new business development at his previous company, he currently handles planning and customer engagement for inbound-focused business. His goal is to realize safe, comfortable, and enjoyable mobility spaces, contributing to turning the roads into a world of considerate mobility where drivers, riders, and pedestrians treat each other with care.
What brings him comfort?
When enjoying leisurely rides on country roads on his motorcycle during the cool spring and autumn seasons.
Kanji Muto
Joined the company in 1993 and has been engaged in interior design development in the Cabin UX Business Development Office. He is currently responsible for the design development of “WELL Cabin”. His goal is to create an environment for mobility experiences that deliver “Joy in Motion”.
What brings him comfort?
When he is in nature playing golf, especially when he hits a good shot.