It’s 2030 and Chicago is a fully automated “utopia”. Citizens embrace technology and heavily rely on it for day-to-day tasks. Traffic is a thing of the past because 97% of vehicles are strictly autonomous and operate along super-efficient elevated highways. Manual operation is a privilege reserved for those who can afford the insurance.

Kate Vowe is a single 25 year old female, living in Chicago, IL. Kate is a 2025 Harvard Business Grad who works as an Account Solution Sales Specialist (SSP) at Microsoft downtown. Kate lives with her German Shepard in a studio apartment at The Belden Stratford in Lincoln Park, approximately 4.5 miles from her work office. She generates a household income of $200,000 and spends her weeks working and traveling to client meetings around the city. Kate spends 95% of the time in her car alone.

 

She is a focused dedicated worker, who is free spirit outside the office. Kate follows trends and grew up adapting to technology. She is interested in reading, writing and learning about anything from politics and news to fitness. Kate is highly influenced by the millennial culture and indulges in social media, fashion, movies, music and innovative tech. She claims “her life revolves around learning, growing and adapting.”

The one-in control concept embodies Edsel Ford’s one-off Lincoln Prototype as well as Lincoln’s Black Label future line.

With one-in control, the driver can physically transform the interior from an autonomous lounge of productivity into a human-centric cockpit with a focus on the manual driving experience.

The system may also be taken with the driver after leaving the vehicle, keeping the two connected. The concept caters to the individual driver by giving them a simple, yet impactful experience of control.