Interview with Werner Koestler, Pioneer
“The main constraint lies in the complexity of heterogeneous software”
Werner Koestler, engineer in electronic control technology, studied at TU Vienna and completed executive education at Tsinghua University.
© Pioneer Corporation
As vehicles evolve into software-defined platforms, delivering consistent HMI experiences across ecosystems becomes a key challenge. Werner Koestler, Pioneer, explains how integration, regulation and UX strategy shape future in-car experiences.
As software-defined vehicles expand
the role of infotainment and HMI, the focus is shifting from isolated in-car
interfaces to fully integrated user experiences across digital ecosystems. This
evolution increases both technical complexity and the need for consistency
across devices, regions and services.
Werner Koestler, Executive Officer for Europe and America at
Pioneer, brings decades of experience spanning mobile technology, automotive
systems and aerospace. With a background in electronic control engineering and
extensive international experience across Asia, he has developed a strong focus
on system integration and user-centric innovation.
At the 360°UX Mobility Conference
2026 in Munich, Koestler will contribute to the discussion on how
customer-centric design and software development influence
long-term user engagement during the vehicle usage phase. In the following
interview, he outlines the key challenges in scaling HMI, the role of system
architecture and the importance of ecosystem thinking.
Looking ahead five years, what will be the single biggest
challenge for in-vehicle HMI and infotainment as
cars become more software-defined and service-driven?
The key challenge will be the seamless integration of all
personal digital environments outside the vehicle with the in-vehicle user
experience. Users will expect a consistent and continuous experience across
devices, rather than isolated systems that only partially interact.
Which decision being made today will have the
longest-lasting impact on HMI competitiveness – compute architecture, OS or
platform choice, display strategy, or the integration model with OEM software
stacks?
HMI is not a standalone product; it is realised through
heterogeneous software. What matters most is consistency and continuity of the
user experience. This must be supported across the entire system architecture
on which the HMI operates.
From your perspective, what is the most underestimated
system constraint for premium UX – boot time, latency, audio-visual
synchronisation, thermal limits, or update strategy?
The main constraint lies in the complexity of heterogeneous
software required to deliver a premium user experience. Achieving this requires
an integrated, system-level approach that aligns all elements, including sound,
visuals and lighting.
How should the industry approach the trade-off between
feature richness and cognitive load, and where do you draw the line in a smart
cabin concept?
The focus should be on the passenger journey across
different use cases. Features that clearly enhance this journey should be
prioritised. Additional features that extend the experience can follow as a
second priority. Everything else should be removed until it becomes relevant.
In practice, what breaks first when scaling connected HMI
across regions such as Europe and the United States – regulations, content and
services, privacy, or operational support?
For highly personalised HMI systems, regulatory frameworks
are the primary challenge. In addition, regional preferences vary significantly
due to different cultural backgrounds, which further complicates scaling.
What would you consider the clearest sign that a customer
flywheel is starting to spin in the cockpit, and how can suppliers contribute
without owning the customer relationship?
A clear indicator is when passengers perceive the in-vehicle
experience as superior to other environments, such as their living room, office
or even an aircraft cabin.
What do you personally hope to take away from the 360°UX Mobility Conference 2026?
I am looking to expand my network of solution partners, as
only a strong ecosystem can meet the complex expectation that a vehicle remains
up to date for ten years or more as a long-term investment product.
