The standard has long been to get into our cars and drive off, steering the car to wherever we want to go. But people appreciate it when someone acknowledges their needs, ideally before they’ve even become aware of them themselves. For example, if your car knows where you want to go or how you’re doing before you do. “It sounds scary at first, but it works,” says Laura Bücheler. Since 2019, she and Isabella Hillmer have been developing systems that can do just that: read our situation. The “Startup Autobahn” innovation platform founded by Daimler AG works together with the two-woman start-up Ghost – feel it. “We know that people are overstretched these days and their heads are often full of a hundred thousand other things,” says Laura Bücheler. Ghost – feel it shifts the communication between people and cars to a sense that is rarely activated in our everyday lives: the sense of touch. “These days, we’re supposed to be everywhere at once,” says Laura Bücheler. “Our consciousness is bombarded with stimuli and overwhelmed. By shifting communication to the subconscious, it can be processed more quickly and doesn’t have to compete with the other stimuli.” So we get in our car, and we sit behind the wheel, but we don’t steer. Instead, our cars can interact with our subconscious and steer us.