Four Things Smart Cars of the Future Can Do That Yours Can’t

CES might be over, but everyone’s still abuzz about a few things that were seen at the show: wearables, UHD TVs, and smart cars. “What a customer knows from his smartphone, he will also expect from his car,” Mercedes-Benz development chief Thomas Weber told Reuters. Here are four things to look forward to in the future.

1. An electric car that can gauge its own battery life. BMW rolled out the i3, which is geared toward urban consumers, and can go up to 100 miles without needing a charge. The software in the car could even help your commute by telling you where to find a charge station.

2. Full Android integration in vehicles from Audi, Honda, Hyundai, GM, BMW, and others. With Apple’s hands already in Ford, BMW, and several other brands, Google’s response to work the Android OS first into Audi came at this year’s CES. These cars will not only sync with your smartphone, but also upgrade their native software as needed.

3. Speaking of upgrades, an updated, predictive cruise control in Mercedes-Benz vehicles could, according to IBN, “adapt a vehicle’s engine revs and gear to suit the gradient of a slope.” Satellite maps are evolving, and Benz is working on vehicles that could upgrade themselves with their maps to make cruise control even easier.

4. Driverless cars. It seemed far-fetched in science fiction, but at CES this year, Delphi Automotive PLC, a provider of auto parts and technology to major manufacturers including Ford, GM, and Volvo, showed off a scenario that would include “autonomous driving lanes,” where smart cars could go on autopilot. The future is really here.

Be sure to check out our coverage of the Detroit Auto Show here.

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Future Cars Will Become Devices, Not Just Electronic Vehicles

Enhancing the driving experience may play a significant part in the future of vehicles getty

Not long after rumors began to fly that Apple was working on a "vehicle" I sent a note to our clients stating that I was skeptical of Apple building their own car. Instead, I suggested that Apple was more interested in turning a vehicle into a digital platform that could use its software and services to enhance the driving experience. I pointed out that Apple was more of a software company whose interest may lie in the digital controls and potential services that they could deliver via 5G. A program that could turn a car into a truly smart car that could receive new software and services on demand. Equally important to Apple is that it could add another "hardware" device to their stable of devices that could take advantage of Apple's entire ecosystem of software, apps and services.

A few years later it appears that I was only half right. Various reports and rumors suggest Apple is indeed crafting a car of their own, although I am still skeptical if Apple's goal is to deliver their own car. Either way, Apple’s biggest contribution to the car of the future may be more in terms of software and services.

In a most enlightening interview in the Wall Street Journal's "Future of Everything" section, they scored an interview with Doug Field, who left Apple for Ford in September of 2021. Before joining Apple he spent five years at Tesla. He is by far one of the most authoritative people on the subject of the future of automobiles.

This short exerpt puts Doug Field’s thoughts on this subject in perspective-

"He talked to The Future of Everything about what to expect from the car-ownership experience in the years ahead. Electrification and at least partial automation will be the norm, he predicts. For automakers, the real differentiator will be offering an immersive experience , transforming the vehicle into a home-entertainment studio, gaming platform, or conference room. The disruption in the auto industry, driven by software, autonomy and electrification, is going to be as big as anything that’s happened in the last century,” Mr. Field says."

I encourage you to read this WSJ article in its entirety as Mr. Field's thoughts are provocative and enlightening.

One possible way to view Apple’s vision for a car is suggested in the title of this WSJ article, which is " Why Your Car Will Become Even More Like an iPhone."

When I was shown the original iPhone, Phil Schiller, who was Apple's head of marketing at that time, placed the iPhone that was not turned on, on a coffee table in front of us. He asked me what I saw in front of me? I told him it looked like a piece of glass, which it did in its off state on the table. He said that while “off” that is what it is, "a piece of glass." But when you turn it on, magic happens. He then went on to walk me through its features and functions and I could immediately see what a game-changing device it would be. The day it was launched I was asked by a reporter from ABC News my thoughts on the new iPhone. I told him to think less about it being a smartphone but instead a platform for Apple to deliver its software to make it more valuable.

At that time I did not foresee what types of software and services they would eventually deliver but the way Phill Schiller described the iPhone in that first meeting convinced me that Apple had greater plans for the iPhone than it just being a new type of smartphone.

That is why when I first heard Apple was working on a smart car, I saw it more as a "vehicle" for Apple to deliver its unique apps and services. I felt that Apple was crafting a prototype of a smart car chassis that they could license to some car marker to deliver Apple's advanced technology that is already in the iPhone such as contextual navigation, Lidar, special imaging cameras and special sensors. These would help create a car that could be ultra-smart and be able to use an any Apple apps and services that could enhance the driving experience.

If the rumors are right, Apple may have decided to do a car on their own. I suspect they may have had trouble convincing any major car company to partner with them to create an Apple-only powered vehicle, which forced them to do the an Apple car themselves that is in line with their overall vision for an automated, Apple-enhanced automobile.

One other statement that Mr. Fields makes in the WSJ article says that, “The disruption in the auto industry, driven by software, autonomy and electrification, is going to be as big as anything that’s happened in the last century.” Given that our cars are one of the most important things we own and need, his prediction holds a lot of water. These three things- software, autonomy and electrification of automobiles is clearly the future of the auto industry and Apple appears to want to be a serious player in the next generation of vehicles that will power our automotive future.

Innovation Insights: what is the future of smart technology and AI in cars?

Innovation Insights is a monthly series on research world looking at all thing’s technological innovation. The series is based on several recent surveys with Arm (semi-conductor company valued at £23.4 billion) and will cover topics such as:

Security – will security concerns stifle technological and product innovation or simply lead to more secure products?

– will security concerns stifle technological and product innovation or simply lead to more secure products? Insight driven innovation – what processes can be used to turn insight into innovation and how can insights into the way youths interact with technology be used to prototype software that assists and empowers them to tackle cyberbullying?

As smart technology has begun to enter our homes, it’s also made its way into our cars. New technology-focused entrants such as Tesla have re-defined what people want in their cars. From voice-controlled dashboards to fully autonomous cars, technology on the roads is progressing quickly.

In 2019, the automotive industry added £18.6 billion of value to the UK economy. But outside of autonomous driving, where might AI add value to this behemoth industry’s products? This month’s Innovation Insights examines the appetite for smart technology in cars and which AI powered features people are most comfortable with.

Smart technology in cars on the rise

Only 13% of people own a car with smart technology (e.g. advanced driver assistance [parking assist, lane departure warning etc], voice control)[i]. However, 88% of those who do are satisfied/very satisfied with it. Moreover, 87% of people say that smart technology in cars interests them and 83% state smart technology will impact their next car purchase. High satisfaction among owners and high interest among non-owners suggests smart technology in cars is only going to increase in prevalence.

Awareness of autonomous cars is high

The most advanced use of smart technology and AI in cars is autonomous driving. Automation has various levels, ranging from level 0 (no automation) to level 5 (full automation). In the middle are varying degrees of autonomy depending on the environment (e.g. rural or motorway) and task (speed control or steering). 74% of people state that they’re aware of what autonomous cars are. This is likely driven by Tesla’s popularity, a media focus on both positive and negative news regarding autonomous vehicles and the automotive industry’s communication of plans regarding automation in consumer vehicles.

Smart cities on the rise

Autonomous cars will benefit from smarter cities in their quest for full automation. Instead of autonomous cars just communicating with one another, they will be able to communicate with smart devices built into smart cities too. For example, smart traffic lights will be able to better control traffic flows. They could simply communicate with all the cars on the road to understand their position without relying on cameras. 53% of people have noticed more smart technology in cities and 64% enjoy seeing it. For some, smart infrastructure can be confusing. In the UK, smart motorways effectively change the rules of the road depending on traffic conditions. Despite this, 70% expect to see more smart technology in cities throughout 2020.

Comfort varies depending on the AI powered feature

As we’ve seen throughout the Innovation Insights series, smart technology and AI are accepted, and even welcomed, until they begin to take too much control away from the user. Automatically adjusting music, temperature and seat settings is considered relatively unobtrusive. However, people are less comfortable when technology interferes with the actual driving process takes over control without permission).

The AI powered feature people are most comfortable with is a system that recognizes when you’re drowsy or driving erratically and alerts you (74%[ii]). This is followed by prediction of maintenance based on driving style and vehicle (73%). People are least comfortable with a system that overrides your driving if it’s too aggressive or inefficient (43% comfortable). Similarly, only 53% are comfortable with a car that recognizes your face and unlocks or starts the engine when you approach. In his book Catalyst, John Berger considers the ease of behaviour change to be relative to the importance someone ascribes to that behaviour. Cars are large, important purchases and therefore people need to see significant evidence about alternative options (such as autonomous vehicles) before adoption is considered.

The next Innovation Insights article will be focused on smart home devices. It will cover their market penetration and consumer satisfaction as well as which potential innovations are considered the most appealing.

[i] From a global sample of 750 people across 6 regions

[ii] All following %s from a global sample of 3,800 people across 8 regions