Many tech behemoths from Amazon to Qualcomm were present at the IAA, one of the biggest motor shows in the world. This serves as a signifier of the demand for traditional car manufacturers to enhance the technology of their cars, from software to hardware parts, as they attempt to keep up with Tesla in the electric car industry. Increasing technological features in cars is absolutely necessary in order to conform to customer requirements in China.
It wouldn't be surprising if you mistook this year's IAA, one of the world's most renowned motor shows, for a technology conference, considering the presence of tech behemoths such as Amazon, Qualcomm, and Samsung. Traditional carmakers are endeavoring to step up their game by expanding the technology in their vehicles – from software to hardware – to keep apace with Tesla's electric cars. To satisfy customers in China, they must incorporate more user-friendly technology. Mohit Sharma, automotive research analyst at CCS Insight, highlighted that 'Tesla and the Chinese start-ups are the two-way force pushing traditional carmakers to increase their technological capacities.' Automakers are teaming up with tech firms to advance their software, while also striving to create more components in-house.Tesla's extensive success is due in part to its development of Autopilot – its advanced driver assistance system (ADAS) – and advanced batteries, as well as its smartphone-like screen in cars. This is what competitors are now attempting to outdo.
In the smartphone world, the two main operating systems are Google's Android and Apple's iOS. In contrast, car manufacturers are now focusing on creating their own operating systems to make the car user experience more similar to smartphone usage. At the IAA, Mercedes-Benz announced MB.OS, which will assist in powering such features as the dashboard screen and voice assistant in their upcoming EVs. In addition, Polestar, an EV company, has created a joint venture with Xingji Meizu, a Chinese-owned smartphone maker, to launch their own OS in the Polestar 4 car, called FlyMe. Furthermore, at the IAA, Qualcomm displayed its automotive chips used for AI applications in vehicles - including a car assistant that can find recipes and add ingredients to a shopping list.
Not only is the screen being taken into consideration, automakers are also looking at other aspects of the car to show off information. BMW reported that the Neue Klasse EVs introduced on Saturday will feature their Panoramic Vision, which will display data for the driver on the windshield at eye level. To give the occupants a more pleasant experience, Lucid's Air Midnight Dream Edition vehicle included the massage function of the seating.
A great deal of the attention on Tesla technology has centered on its Autopilot advanced driver assistance system (ADAS). While no automobile is legally allowed to run without a driver, carmakers are intensifying their autonomous capacities and abilities.Tesla is one of the frontrunners in this field when it comes to ADAS features, trailed by up and coming Chinese companies like Xpeng and Nio.
Traditional automakers are wanting to remain competitive in the realm of driverless features. BMW announced that their Neue Klasse vehicles will have their next-gen ADAS, which is created through using Amazon's cloud computing technology and Qualcomm's processors.
The Chinese car market is the biggest and most competitive in the world. Automakers wishing to make an impact in the market have to differentiate themselves from their rivals by talking up the tech features of their vehicles, from software to ADAS capabilities. Chinese customers demand the latest tech perks. Thomas Ingenlath, CEO of Polestar, remarked in an interview with CNBC Tuesday that, for a company to succeed in China, it is not enough to have good European design — the software needs to be something exceptional. Foreign companies such as BMW and Mercedes are now putting much effort into tech development to enhance electric vehicle sales in China. Volkswagen CEO Oliver Blume declared on Wednesday at the IAA conference that they want to be fast in China, something that can only be achieved by expanding the number of software engineers based there.
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