Our Intelligent Future: MBRDNA at SXSW 2017

What’s next in the automotive world? What’s next in the technology world? What does an intelligent future look like?

At MBRDNA, we have a lot of ideas about the future. Next week, we’ll be bringing these ideas to the stage at SXSW, the annual Austin, Texas-based event, bringing together thought leaders in the worlds of entertainment, culture and technology.

This year, MBRDNA’s very own Arwed Niestroj and Rasheq Zarif will be participating in panels discussing our intelligent future – from the mobility ecosystem to the sharing ecosystem. Additionally, Daimler CEO Dr. Dieter Zetsche will be a featured speaker in the Intelligent Future track, focusing on the ever-growing importance and opportunities of maps for autonomous driving.

We’ll also be hanging out at the house of smart, hosted by smart – a space to recharge and rethink with inspiring talks, live demos and experiences on topics ranging from urban trends to a sustainable future - including a chat with Rasheq and other industry leaders on the changing landscape of mobility. If you’ll be in Austin, feel free to visit us at the house of smart at 700 East 6th Street.

See below for details on the sessions, and tune back in here or on Twitter, Facebook, LinkedIn, and Instagram for coverage of the event.


Saturday March 11, 9:30AM – 10:30AM (CT)

JW Marriott, Salon 5-6 | 110 East 2nd Street

Future of Autonomous Driving: Master the Map

Daimler’s Dr. Dieter Zetsche and HERE’s Edzard Overbeek

To master the map is to master mobility: Maps will lead the way into the data-driven future of individual transportation. Super-accurate location information has the power to unlock the full potential of autonomous, connected, shared and emission-free cars – and a whole new world of services. In this world, maps will be able to do a lot more than just showing you around.


Saturday March 11, 11:00AM – 12:00PM (CT)

Share the Road: Democratizing a Mobility Ecosystem

JW Marriott, Salon 7 | 110 East 2nd Street

MBRDNA’s Rasheq Zarif and IDEO’s Danny Stillion

The growth and popularity of ridesharing services has been remarkable. But it’s only the beginning as we consider personal vs. shared in-vehicle experiences at a systemic level, how the automotive industry will evolve, regulatory influences and how private and public sectors will really enable shared and affordable mobility for all. Join leading automotive and design experts for an in-depth discussion that will change how we redefine and aim to experience mobility in the future.


Sunday March 12, 5:00PM – 6:00PM (CT)

Hilton Austin Downtown | 500 East 4th Street

Where We’re Going We Don’t Need Roads (Maybe)

MBRDNA’s Arwed Niestroj, car2go’s Paul DeLong, WIRED’s Aarian Marshall

The ripple effects of the sharing economy have touched every established industry, including auto, forcing the reimagining of the singular “sell as many cars as possible” goal. Daimler AG saw the tide turning and embraced a notion that recently became the auto industry trend – that selling vehicles is just one piece of a larger mobility puzzle. Join Mercedes-Benz Research & Development CEO Arwed Niestroj and car2go North America CEO Paul DeLong for a look at how the mission to sell ZERO vehicles complements the Mercedes-Benz mission to sell as many as possible and why autonomous driving will again redefine the auto industry while completely leveling the carshare/rideshare playing field.