• Ready
  • Drive
  • Experience
  • Feel
  • Immersive
  • Experience
About Us


Our Visionaries

With more than a decade of experience in the automotive space, we have gained a nuanced understanding of the relationship between brands, their vision and the emotions these evoke in people’s hearts.

That’s why, at the turn of autonomy and electrification, we are passionate about the opportunities that sit at the next frontier for immersive haptic experiences.

Board of Directors

Florian Gulden


Alexander Sanwald

Director Product & Technology


Alvaro Marquez

Chief Experience Officer
icon incar GmbH

Lutz Morich

Former Head of Seat Concepts & Comfort at AUDI AG


icon incar


icon incar is the leading mobility experience design company.

As part of the icon group, a consultancy for design, technology and innovation, icon incar is active at locations worldwide: in Berlin, Munich, Ingolstadt, Wiesbaden, Santa Monica, Detroit and Shanghai, with more than 120 employees.

Today we support projects of all sizes across all locations, for traditional OEMs as well as for EV start-ups, mostly directly in cooperation with the design departments of our clients. We cover the entire value chain from research & innovation through pre-development to series production

Impulse Audio Lab


Impulse Audio Lab is a creative agency that specializes in audio innovation, situated right at the cross-section between experience-driven sound design and audio software development.

With extensive experience working with leading OEMs and suppliers from around the world, ventures into artificial intelligence and a constantly expanding product portfolio, our team is instrumental in shaping the future of automotive sound.

We are driven by our passion for exceptional and meaningful audible experiences.