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Coming soon from Google, Apple or Samsung -- a car?

Lucas Mearian | June 5, 2014
That could happen within two years unless automakers move faster to update mobile tech in their own vehicles.

DETROIT - Within two years, a technology company such as Google, Apple or Samsung will be offering a car packed with the latest mobile connectivity features.

Thilo Koslowski, vice president of Automotive Industry Advisory Services at Gartner, issued that warning to thousands on hand for the Telematics Detroit 2014 Conference this week. Simply put, auto manufacturers must do a better job of offering mobile technology themselves or have their lunch eaten by potnential rivals in the tech industry.

"This is the year, this is the time that the auto industry has to go out there and really start embracing technology," Kowlowski said. "Technology will really kind of define the future of the automotive industry. This is a defining moment."

Koslowski pointed to Google and its self driving car, mobile digital distribution platforms such as Google Play and in-car smartphone connectivity platforms, such Apple's CarPlay, as signs of bigger things to come.

"They [the tech companies] have control and access to the vehicle. That's something the auto industry has to keep an eye on," Koslowski said. "The car manufacturers seem to be willing to grant access."

Kowlowski warned that once mega-tech companies have access to in-car infotainment systems, it becomes more difficult for car manufacturers to seprate themselves from competitors.

According to a recent Gartner survey, 58% of consumers already believe car manufacturers should allow tech companies to develop in-vehicle technology. "Once you invite some of these companies to have space on your dashboard, it becomes more difficult for you as an automotive organization to stand out," Koslowski said.

That message was not lost on executives from car manufacturers here.

Speaking as part of a panel, Don Butler, Ford's executive director of Connected Vehicles and Services, said incoming CEO Mark Fields is keenly aware of the issue. "It's quite obvious there are other folks and other ecosystems that are intruding on the car space. He's very keen on that, as well as...looking at how do we create value, how do we protect value and how do we continue to deliver or differentiate an experience for our customers," Butler said.

Butler also admitted that at his company many elements of vehicle "connectivity" are disconnected as part of a worldwide organization. "We need to coordinate and develop a coherent strategy going forward," Butler said. "For the last few months, that's what I've been helping the organization to do."

Either the auto industry begins offering the kinds of Internet-connected features consumers have come to expect from mobile devices, or the tech companies will step into the auto industry and do it for them, Koslowski said.

Executives in charge of the infotainment/telematics divisions at GM, KIA and Ford recognized their companies are behind the curve and need to discover better ways of addressing mobile connectivity needs.


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