Automakers have shifted their focus to AI and software at CES 2024, embracing a new mobility paradigm centered around software-defined vehicles (SDVs). This shift comes as the global electric vehicle (EV) industry faces slowed growth and automakers search for ways to differentiate themselves in a competitive market.
At CES 2024, Hyundai Motor showcased its strategy of becoming a software-defined everything company. Instead of displaying new vehicles, Hyundai helped visitors understand the in-vehicle structures powered by software. Similarly, BMW partnered with Amazon to equip its vehicles with an AI-driven personal assistant, Alexa, with plans to launch these vehicles by the end of the year.
Global platform giants like Google and Microsoft also joined forces with automakers to integrate their AI technologies into vehicles. Google announced that its voice assistant will be operated in Nissan and Lincoln vehicles, while Microsoft agreed to equip Honda’s upcoming EV model with its AI assistant from 2026. Volkswagen Group is also planning to incorporate a ChatGPT-based AI assistant called IDA into its vehicles.
Electronics and parts manufacturers also showcased their expansion into the in-vehicle AI system. LG Innotek, known for its camera module business, displayed a concept model for a driverless EV and promoted its software system for real-time monitoring and quality management of auto parts during vehicle operation.
Industry experts believe that AI- and software-driven mobility is still a relatively untapped market, as most players have primarily focused on hardware enhancements. They compare the rise of SDVs to the transformative impact of smartphones on the mobile device industry.
In a bid to diversify its revenue streams, Samsung Electronics partnered with Hyundai Motor Group’s software affiliate, 42dot, to develop AI-based SDV platforms and system-on-chips for vehicles.
Overall, automakers and electronics manufacturers are embracing the AI and software revolution, recognizing the potential for innovation and differentiation in the increasingly competitive EV market. As they adapt to this new mobility paradigm, the industry is poised for significant advancements in AI-driven vehicles.
Disclaimer: This article is generated by OpenAI’s language model.
