Amazon, Qualcomm, and Samsung are just a few of the technology companies that made appearances at the IAA motor show in Munich. Their presence highlights the increasing need for traditional automakers to enhance the technology in their vehicles, both in terms of software and hardware, as they strive to keep up with Tesla in the electric car market. This push for technological advancements is also driven by the expectations of buyers, particularly in China. Traditional automakers are seeking help from tech firms while also developing their own software solutions. They are focused on creating operating systems that resemble smartphone apps, allowing for a seamless user experience. For example, Mercedes-Benz unveiled its self-developed operating system called MB.OS, which will power various features in their upcoming electric vehicles. Polestar, a Swedish EV player, has partnered with smartphone maker Xingji Meizu to create its own operating system, enabling integration between smartphones and Polestar cars. U.S. chipmaker Qualcomm showcased how its chips can be used to power artificial intelligence applications in vehicles, such as a car assistant that can find recipes and create shopping lists. Automakers are also utilizing different parts of the car to display information, such as BMW’s heads-up display that projects information on the windscreen. Driverless features are also being prioritized, with Tesla leading the way in advanced driver assistance systems. Chinese automakers, aiming to stand out in the competitive EV market, are particularly focused on the tech features of their vehicles to cater to customer demands. This has prompted foreign companies like BMW and Mercedes to invest in tech development and boost EV sales in China. Volkswagen is also increasing its number of software engineers in China to operate at a faster pace.
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