Saab 99

Reimagining the Saab 99: A Modern Infotainment Experience for a Timeless Classic.

Year:
2024

Agency:
AFRY

Role:
Design Director

Background:

As the automotive industry shifts towards 3D environmental integration in infotainment systems, we set out to explore the future of in-car interfaces through a Saab 99 restomod case study. Leveraging Unity and Unreal Engine, we designed a cutting-edge infotainment experience that blends heritage with innovation. This project not only deepened our expertise in advanced HMI design but also served as a showcase asset to demonstrate our capabilities to clients seeking to drive this evolution forward.

The Background

As the automotive industry shifts towards 3D environmental integration in infotainment systems, we set out to explore the future of in-car interfaces through a Saab 99 restomod case study. Leveraging Unity and Unreal Engine, we designed a cutting-edge infotainment experience that blends heritage with innovation. This project not only deepened our expertise in advanced HMI design but also served as a showcase asset to demonstrate our capabilities to clients seeking to drive this evolution forward.

Objectives

Our objective was to develop and prototype a centre screen launcher interface for a selected Saab vehicle of our choice, leveraging Unity or Unreal Engine to create an immersive 3D environment with a 3D vehicle asset. The project involved conceptualising the system, defining UX principles, designing the look and feel, and delivering the outcome as an interactive prototype or a high-fidelity animation.

The brief

Over a period of 8 weeks a feature team was constructed to design and visualise a restomod SAAB 99. As part of the brief we were asked to consider and create the underlying concept to the system, lay out the UX principles, design the look & feel and implement it in an animation. //REWORD

Why Saab?

The Saab 99 was chosen as the foundation for this project for several compelling reasons:
As a brand/model that no longer exists, it offers creative freedom to modify and use the vehicle asset without copyright concerns.

By incorporating a centre screen and digital dials, we demonstrate how a timeless vehicle can be brought into the modern era with minimal yet impactful changes
The Saab 99 has universal appeal, making it an iconic and relatable canvas for this project. Minimal modifications will be made to integrate the technology seamlessly while preserving the car's classic charm.

The Approach / process

Some of the team were new to Agile methodology and had not worked on a project from inception to completion. As a result, we ran the whole project using Agile methodology over the 8 week period with 1 week sprints following a clear design process and plan.
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Weekly sprint plan
Show how the week was planned out

Teams and disciplines:
Research
User testing
CMF
Exterior/Interior
UX/UI
3D / AI
Motion

Maybe mention my roles and responsibilites

Team

The feature team was made up of:
CMF
Exterior/Interior design
Product Design
3D / AI
Motion

Discuss how this hadn’t been done before etc

Heritage

By incorporating a center screen and digital dials, we demonstrate how a timeless vehicle can be brought into the modern era with minimal yet impactful changes—aligned with Swedish design principles of lateral thinking and maximizing functionality through minimal intervention. This approach allows us to create a stylish, contemporary interface without relying on predictable sci-fi aesthetics.

//See if anything else we want to tie in here?

Research phase

By incorporating a center screen and digital dials, we demonstrate how a timeless vehicle can be brought into the modern era with minimal yet impactful changes—aligned with Swedish design principles of lateral thinking and maximizing functionality through minimal intervention. This approach allows us to create a stylish, contemporary interface without relying on predictable sci-fi aesthetics.

//See if anything else we want to tie in here?

Concept phase - design thinking

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Also add in information from the workshop

Common considerations:
Functional / Simplicity / Innovative / Swedish roots / Open-minded
Embodies drive, expertise and trust
Combining past with present / contemporary
A legacy of innovation and character

Interior Design
Dashboard: Use a clean, minimalist layout with vintage-inspired dials and analog gauges, complemented by a modern infotainment system discreetly integrated.

Concept 1 - Dramatic Force

Bold / Confident / Military precision / Unapologetic / Unconventional

Fuses military precision and retro aesthetics with a bright, unapologetic approach. The design is sharp, disciplined, and bold, using industrial styles and typography while incorporating neon colours and vintage textures. This creates a retro-futuristic look that feels strong, rebellious, and confident.

Concept 2 - Future Classic

Retromod / Past times / Future Classic

Prints and patterns - dots, stripes, shading
Retro type - including spacing and composition

Nowadays, retro style is often used to describe new things that have the characteristics of the past.

The power of nostalgia in design: using retro styles in your brand graphics for an emotional connection. How do we want it to feel?

Concept 3 - Balanced / Nutura

Bold / Confident / Military precision / Unapologetic / Unconventional

Fuses military precision and retro aesthetics with a bright, unapologetic approach. The design is sharp, disciplined, and bold, using industrial styles and typography while incorporating neon colours and vintage textures. This creates a retro-futuristic look that feels strong, rebellious, and confident.

Final Art Direction

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Final Designs

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Capabilities

By combining a strong visual identity with a compelling concept for a white-label platform product, we were able to demonstrate how AFRY's capabilities and cross functional teams can deliver cohesive, high-value solutions valuable for clients in various sectors.

This approach not only highlights the versatility and scalability of the platform but also reinforces AFRY's ability to tailor innovative, end-to-end design solutions that meet client needs and drive business success.

Outcomes

Currently we are in the process of leveraging key metrics such as scalability, user engagement, and time-to-market efficiency to demonstrate the value of our white-label platform to clients. By showcasing its adaptability across industries and measurable ROI, we have successfully partnered with our first OEM, collaboratively tailoring the platform to their specific needs. This milestone highlights the platform’s potential to drive innovation and streamline operations for future clients.