Over the past two years, international car manufacturers have been working hard to reclaim control over smart cockpit technology from smartphone platforms. Some automakers have opted out of integrating with systems like Apple CarPlay or Google's Android Auto to prevent these tech giants from dominating the future of the automotive industry.
In the initial struggle for dominance over smart cockpits, car manufacturers have faced significant challenges. Attempts to completely remove smartphone integration from smart cockpits have provoked consumer anger, showing that many customers still prefer to operate their vehicles using their smartphones.
A recent McKinsey study found that 30% of global electric vehicle buyers and 35% of internal combustion engine vehicle buyers refused to purchase cars without smartphone-integrated smart cockpits, with General Motors (GM) being the most affected. In the US market, 25% of electric vehicle buyers and 38% of internal combustion engine vehicle buyers avoided cars lacking smartphone mirroring features. Some drivers are willing to pay for this integration, including 17% of internal combustion engine vehicle buyers and 30% of electric vehicle buyers.
Industry experts note that most consumers are accustomed to smartphone interfaces. The need to learn a new interface for smart cockpits disrupts this familiarity, especially since people spend more time using their smartphones than interacting with vehicle interfaces, reinforcing their attachment to smartphone operations.
Nevertheless, even when smartphones connect to smart cockpits via mirroring features, automakers can still exert control. However, they must consider that any negative user experience may be blamed on the automaker.
For instance, GM's disconnection from CarPlay and Android Auto sparked widespread dissatisfaction. In response to this ongoing struggle, many automakers have abandoned their in-house software teams in favor of third-party solutions from companies like Google, Amazon, and Microsoft. Recently, with the rise of generative AI, there has been an increased focus on enhancing voice assistants within smart cockpits.
Despite limited initial success, the battle between car manufacturers and smartphone companies is set to continue, primarily because key rival Apple has not partnered with any car manufacturers, and the iPhone remains highly popular with consumers.
Reports indicate that automakers like Tesla and Rivian initially rejected CarPlay and Android Auto. Rivian's research showed that 70% of customers wanted CarPlay integration, but this expectation dropped to 30% once customers became familiar with Rivian's cockpit system. GM argues that its smart cockpit infotainment system provides a tailored experience for each driver and vehicle, integrating more deeply with vehicle controls while easily syncing with consumers' smartphones.
Over the past decade, automotive infotainment systems have seen significant design improvements. Chinese carmakers such as NIO and Geely have taken a different approach by developing smartphones that achieve two-way communication between the cockpit and the phone. However, their smartphone sales have not been particularly successful.
