The Consumer Electronics Show (CES) 2024 showcased the prominence of automotive software, supplanting traditional hardware in the latest trends in vehicle technology. Autovista24 editor, Tom Geggus, offers a comprehensive analysis of the digital advancements influencing the automotive industry.
Historically, the success of concept cars relied heavily on factors such as engine size, design elements, and physical dimensions. However, CES has evolved into a platform for highlighting cutting-edge digital features, including artificial intelligence, connectivity, and personalization, which are reshaping the landscape of automotive progress.
Software has emerged as a pivotal element in automotive development, with car manufacturers, suppliers, and startups all acknowledging the tremendous potential of vehicles and harnessing both existing and emerging digital realms.
During a CES roundtable event, Deloitte partner Elmar Pritsch emphasized the significance of software in the automotive industry, noting that while a Boeing 777 contains approximately 2.6 million lines of code, a vehicle holds 40 times that number.
The Role of Software in Redefining Mobility
Several carmakers at CES 2024 showcased new digital advancements, underscoring the growing importance of software. Hyundai Motor Company, for example, announced its goal to redefine mobility through software and AI, expanding beyond software-defined cars to encompass software-defined everything.
Digital In-Car Experiences and Personalization
BMW Group presented digital in-car experiences at CES 2024, unveiling the expanded range of third-party apps available through its ConnectedDrive Store as part of its Operating System 9. The car’s infotainment system now supports a variety of applications for video, audio, news, magazines, and games, emphasising personalization and increased productivity.
Mercedes-Benz also made significant announcements, introducing the AI-enhanced MBUX Virtual Assistant and enhancing productivity, personalization, and convenience through over-the-air updates in its vehicles. These updates include the integration of apps such as Microsoft Teams, Zoom, WebEx, Booking.com, JustEat Takeaway, and Sony Pictures Entertainment’s RIDEVU, as well as an in-car app for showcasing NFTs, named MBUX collectables. The company also announced a collaboration with Audible and Amazon Music to provide customers with Dolby Atmos immersive audio capabilities in vehicles equipped with the latest MBUX infotainment system.
The Changing Dynamics of Software and Suppliers
While carmakers are increasingly investing in software, this does not diminish the role of suppliers. Mariella Minutolo, executive vice president of sales at Bosch subsidiary ETAS, highlighted the importance of separating hardware and software to enable more rapid advancements. Realistically, the industry is still in the early stages of transitioning from hardware-focused manufacturing to software-driven innovation.
Collaborative Advances and Ready Upgrade
CES 2024 witnessed a plethora of collaborative announcements. Stellantis, in partnership with BlackBerry and AWS, unveiled a virtual cockpit platform, enabling real-time experimentation and significantly shortening development time. Additionally, Harman, a Samsung company, touted the benefits of its Ready Upgrade controller, which could swiftly take an OEM to market and introduced the Ignite Store Payment system to facilitate seamless integration of digital lifestyles into vehicles and enable monetization opportunities for carmakers and developers.
The Age of Software in Automotive Innovation
The era of solely hardware-focused automotive companies is giving way to a new age of software-defined vehicles. Through ongoing development, collaboration, and investment, automotive companies are poised to offer more intelligent, entertaining, and customizable vehicles, strengthening customer ties and paving the way for new commercial opportunities. Ultimately, carmakers could soon be distinguished by their software innovations rather than traditional hardware, ushering in a new era of automotive technology.
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