Colin Linkedin25 Jan 2024 15:45
the best bit...
bmw group looks to be far in the lead already and is completely redefining the customer experience in the ****pit, by changing the human-vehicle interface to use a combination of hashtag#eyegaze, hashtag#gesture, hashtag#voice, and hashtag#touch. we will see more in the 2025 hashtag#neueklasse platform featuring idrive 10 when it is released next year. h/t critical techworks for some excellent design work.
in comparison it is bmw’s siblings that look to be at the bottom of the rankings, with the volkswagen group / cerence inc. demo winning this year’s ces booby prize, while mercedes-benz ag continues to take the translation of a "smartphone-on-wheels" far too literally and thinks integrating tiktok is the way ahead.
in the u.s., ford motor company and general motors have introduced strikingly similar ****pit designs to each other, with both adopting pillar-to-pillar screens. both companies are now far behind bmw in advanced ****pit development, which is the inevitable outcome of significant management focus and resource sunk into efforts to develop full autonomy.
so it seems like it is bmw that is doing something really special, with everyone else floundering with tech. details for idrive 10 are unconfirmed, but it could look something like a combination of qualcomm hashtag#socs, with valeo as the tier-1 (integrating the driving stack with the ****pit and ar-hud) and eye-gaze tracking provided by seeing machines.
bmw has developed its own hashtag#perception stack, which it is understood will be licensed to qualcomm on launch of the neue klasse, and is then set to become part of the qualcomm digital chassis. what a great outcome for bmw and qualcomm. 2025 will be an exciting year for sure.
as for apple, perhaps its best route now into the car business is to buy bmw.
see the below article for more thoughts from me on ces, in my latest piece in the ojo-yoshida report.
for institutional investors and financial analysts seeking an expert third-party source to discuss these developments in more detail, i can be booked for telephone-based consultancy via glg and guidepoint. just ask for me by name.