In a near future context, with fully developed autonomous technology, when people seek new meaning or purpose from their vehicle, Project X (‘X’ for experience) aims at exploring the major possibilities for ‘in–vehicle’ experiences, for cars of the future. Possibilities were identified by exploring multi-disciplinary areas as well as understanding the target users’ preferences. The objective was to envision a concept vehicle that suggested a possible design direction for future personal autonomous vehicles to evolve, one that was very relatable to human beings and one that was more familiar than radical