Rinspeed XchangE driverless car

Rinspeed has rarely gone for mainstream design, delighting in showcasing left-field ideas and styling, such the underwater sQuba roadster, Splash hydrofoil and iChange shape-shifter.

For the coming Geneva motor show in March, they've turned their eye to autonomous cars, previewing a driverless show concept called the XchangeE with a cabin design featuring swiveling seats and a steering wheel that can slide out of the way to the centre of the dash -- and a pop-up tray table for your morning commuter coffee.

Rinspeed says the XchangE will be an electric sedan, but so far offers no engineering details, saying they are focusing on the occupants' experience in the coming reality of autonomous cars.

"While the major automakers are putting the finishing touches on (autonomous) vehicle technology ... Rinspeed puts the occupants at the center of the driverless car," the accompanying statement says.

Rinspeed boss Frank M. Rinderknecht adds: "So far hardly anyone has taken this to its logical conclusion from the perspective of the driver. After all, traveling in a driverless car will no longer require me to stare at the road, but will let me spend my time in a more meaningful way".

That meaningful way appears to include the front row having the ability to swivel their seats and travel facing backwards. Rinspeed says it is aiming for a similar experience to business class air travel, with innovative technology and communication functions that can turn the car into your on-road entertainment space or -- of course -- mobile office.

This reporter is on Twitter: @KarlaPincott