The Internet, embedded technology and wireless technology are changing our world faster than we can adapt our world to them, according to Tim Woods, Vice President of Business Development at Sundberg-Ferar. Woods will address the issue of "Consumer needs versus bells and whistles," at the Automotive Transportation Interiors Expo this week. The show runs Wednesday through Friday at Cobo Center in Detroit, Mich.

"There is a gap between technologies customers want and need, and technologies manufacturers are capable of placing in our automobiles and homes," Woods said. From 8:45 to 10:15 a.m. on Wednesday, May 17, Woods will discuss how Sundberg-Ferar, a product-innovation company in Walled Lake, Michigan addresses the technology gap, and how it teaches companies and consumers to bridge it.

Sundberg-Ferar is involved in designing and creating the interiors of the automobiles of the future. Most recently, Sundberg-Ferar finished prototype and research work on "smart" cars and dashboard "telematics," which are graphic user interfaces that enable people to leverage computer technology for their cars.

Using case studies, Woods will ask key questions for automotive and transportation manufacturers to consider, including "How much technology is too much?" Woods will give manufacturers insight into the consumer point of saturation where more technology may actually become a burden.

Another question Woods will ask is "What business are you really in?" According to Woods, if businesses are not careful, providing more and more vehicle technology to consumers could change the nature of business altogether. "At the current rate of technology, your business today could become virtually unrecognizable to you tomorrow," Woods said. "Of course this will be good news to some, and not so good news to others. You need to be aware of what's happening so that you can make it good news for your company," he said.

In its 66 years of service, Sundberg-Ferar has received numerous product- design and development awards for their work in the transportation industry, including the Long Island Rail Road, the San Francisco Bay Area and Washington, D.C. Rapid Transit System, and the New York City Transit Authority R-44 Subway Car.

Sundberg-Ferar is an idea factory specializing in designing products for the future, with emphasis on transportation, appliances, electronic and medical devices. The company is headquartered in Walled Lake, with other offices in Minneapolis, Chicago and Atlanta. Sundberg-Ferar has affiliate offices in Kuala Lumpur, Taipei and Quingdao in mainland China. Largely an invisible counterpart to product manufacturing, Sundberg-Ferar is behind the design and development of thousands of products already on the market. For more information about Sundberg-Ferar, visit its website at www.shapetomorrow.com .

For more information and tickets to the Automotive and Transportation Interiors Expo, call 770-569-1540 or visit the ATI website at www.autointeriorexpo.com .