Google is reportedly developing a version of Android to be built directly into cars. However, developing an onboard system robust enough might only be the first hurdle Google needs to overcome in its quest to become further embedded into people's daily lives.
IHS Automotive perspective | |
Significance | Google is reportedly developing Android-based software that could be embedded directly into vehicles to provide map and infotainment services — and potentially access vehicle systems directly. On the other hand, other reports indicate the Android model faces some resistance, particularly from German automakers and politicians. |
Implications | Should Google develop an onboard vehicle operating system robust enough for the environment, it might only be the first hurdle that would need to be overcome. |
Outlook | In-car entertainment, information, and technology will be a significant segment in the battle between automakers for market share.. While Google develops Android, automakers are working on in-house and supplier partner programmes of their own. Google's efforts to embed its operating software directly into vehicles may not result in its rapid adoption, once development is complete. Automakers are reluctant to give up control of vehicles' centre stacks and their data, or to enable a third party to access vehicle systems' information. Whether consumers trust automakers (or Google) to have the ability to collect and use this much data is still uncharted territory. |
Google is laying the groundwork to develop a version of Android that would be built directly into cars, reports Reuters. The embedded system would reportedly enable access to the internet and apps without plugging in the smartphone. Google's first iteration of Android Auto includes the latest version of its smartphone operating system, and requires the phone to be connected through a USB cable to a compatible car. The report says that Google has not provided details of or a time frame for a long-term plan to put Android Auto directly into vehicles. However, two sources reportedly told Reuters that the next version of its operating system, Android M, will be capable of being installed directly into cars, and is due out in about a year. Google has not commented on the report.
If Google were to be successful, Android could become the standard system powering a car's entertainment and navigation features, reports Reuters. Although Google has already announced Android Auto, which effectively projects a phone's data and apps on to the vehicle's screen (Apple's CarPlay is a similar system). Android Auto would use the data plan of the driver's cellular phone. However, direct integration could ensure that Google's services are used every time a driver turns on the car's ignition. It also has potential for the Google system to make more use of the car's onboard camera, sensors, fuel gauge, and Internet connections.
Sources told Reuters that among the benefits would be that Google services would be available even if the smartphone battery died. "With [an] embedded [system], it's always on, always there. You don't have to depend on your phone being there and on." A directly integrated system could potentially read other vehicle systems as well; for example, providing directions to the nearest gas (petrol) station if fuel is low. "You can get access to GPS location, where you stop, where you travel every day, your speed, your fuel level, where you stop for gas," a source told Reuters. Among the issues still to be resolved are major improvements in performance and stability, including the ability to power-up immediately. Phones typically have a delay when powering back on that would not be acceptable in a vehicle duty cycle.
Separately, Bloomberg News reports that automakers and lawmakers in Germany are concerned about the level of customer information accessible through Android platforms. Audi and Mercedes-Benz reportedly are seeking to limit Google's access to data on the behaviour and location of cars and their passengers. Bloomberg quotes Audi CEO Rupert Stadler as saying, "The data that we collect is our data and not Google's data. When it gets close to our operating system, it's 'hands off'." At the same time, German chancellor Angela Merkel's government would like to prevent Google from building a monopoly position as a partner for developing self-driving cars, reports Bloomberg News, citing the spokesperson for Merkel's parliamentary bloc on economic and energy policy, Joachim Pfieffer. He said, "We musn't, under any circumstances, let our development become dependent on companies like Google."
Meanwhile, Google is in discussions with automakers over the development of technologies to reduce the number of vehicle accidents, cut vehicle emissions through more efficient transport routes, and allow cities to reduce the number of parking lots, according to the company's director of business development for Europe, the Middle East and Africa, Jens Redmer, reports Bloomberg. A key part of Google's ambition is setting up a shared database to swap and analyse information with automakers. "We see ourselves as partners, rather than someone who turns the whole business upside down," said Redmer.
Outlook and implications
In-car entertainment, information, and technology will be a significant segment in the battle between automakers for market share. While Google develops Android, automakers are working on in-house and supplier partner programmes of their own. Google's efforts to embed its operating software directly into vehicles are not likely to result in rapid adoption of the technology. Automakers are reluctant to give up control of vehicles' centre stacks and their data, or to enable a third party to access vehicle systems' information. Whether consumers trust automakers (or Google) to have the ability to collect and use this much data is still uncharted territory. In addition to the software stability issues, IHS Automotive's Mark Boyadjis points out, "Automakers want to keep their brand appeal and keep their differentiation. Automakers don't want to have a state of the industry where you get in any vehicle and it's just the same experience where ever you go."
Automakers are also unlikely to want to give up the wealth of data that could potentially be mined to Google. The first iteration of Android Auto does not enable Google to access any in-vehicle data, although through the phone, and depending on the user's settings, Google could be gathering some data when consumers use their smartphone apps.
Automakers are spending significant amounts of money on developing their own systems and interfaces, with examples including Audi's announcement that the Q7 will be able to receive over-the-air map updates. Currently, in-car phone integration systems need to be system neutral, as consumers tend to change phones far more frequently than they change vehicles, as well as to be adaptable to regional differences in phone preferences. Additionally, third-party solutions for app integrations are available, which are typically system neutral, and IHS expects those systems to continue to be developed, as well as Apple CarPlay and Android Auto.
Android is making inroads in the market, however. General Motors (GM) has announced that Harman Kardon has been awarded a USD900-million contract to develop a new-generation Android-based infotainment system, scheduled to go into a production vehicle during the 2018 calendar year (see United States: 5 November 2014: GM to roll out in-car Android in 2016, axes fleet-only Captiva Sport – reports).
Google formed the Open Automotive Alliance in January 2014 to bring Android to vehicle applications, including working with the US National Highway Traffic Safety Administration (NHTSA) to ensure safety (see United States: 7 January 2014: CES 2014: Open Automotive Alliance looks to bring Android to automotive applications). The alliance includes automotive and technology partners, with automotive partners including Honda, GM, Fiat Chrysler Automobiles, Ford, Hyundai, Mazda, Mitsubishi, Renault-Nissan, and Subaru. However, Daimler and BMW have not yet joined the group. At the time of the alliance's founding, Google expected vehicles with the first-generation Android Auto integrated would arrive by the end of 2014, but that has not happened. Some 2015 model-year vehicles are due to feature Android Auto (and Apple's similar CarPlay) and more announcements of vehicles that are due to include it are expected (see United States: 15 December 2014: NAIAS 2015: Audi shares introductory details of all-new Q7), although actual availability seems to be lagging behind schedule. However, in 2015 alone, IHS Technology forecasts that about 1 million vehicles will be equipped with Android Auto and 1.3 million with Apple CarPlay. By 2020, IHS projects total cumulative sales of Apple CarPlay-equipped vehicles to reach nearly 100 million, with Android Auto in about 93 million vehicles.