Qualcomm Is Poised to Dominate EVs Before Apple Gets a Chance

Perhaps most importantly, Qualcomm also says its digital chassis allows automakers to “own the in-car experience … [and] Extend your brand and add consumer interactions to vehicles.” This will be especially welcomed by manufacturers after Apple announced its next-gen multi-screen version in June last year. Car play, which likely won’t be nearly as interoperable as Qualcomm’s offering. In fact, when CarPlay 2 was announced, WIRED reached out to several major automakers for comment on the Cupertino system, only to find that the companies seemed to have no idea of ​​the news, and their The potential impact on their dominance over themselves was coming to car UIs.

The digital chassis system is designed to work across all terrains and in all types of vehicles, and Qualcomm says it hopes the chassis will “encourage new business models for automakers” that simply Beyond vehicle sales and maintenance.

If you thought paying for heated seats was bad…

In addition to in-car gaming, these new business models will also require drivers to pay to unlock features already installed in their vehicle. BMW caused controversy. When he suggested that the heated seats pre-installed in the car would require a subscription to work. Mercedes will soon ask drivers. Paying $1,200 To unlock more performance, their EV code is hidden behind a paywall. The latest model of Polyester 2 More power can be made by purchasing the Performance Pack, which comes via a software update, no wrench required.

Along with software and connectivity, technology companies can help automakers — especially startups — when it comes to mass production. Such cooperation can be found with Fisker and Foxconn. The former is a Californian EV startup headed by former Aston Martin designer Henrik Fisker, and the latter is a Taiwanese company best known for assembling iPhones. The two plan to code-build the roughly $30,000 EV, due to begin production at a facility in Ohio in 2024.

Fisker said in 2021 that Foxconn will help with product development, sourcing and manufacturing, and that the partnership will enable his company to deliver products “at a price point that really unlocks mass-market electric mobility.” Is.”

Not wanting to put all its automotive eggs in one basket, Foxconn is also involved in a joint venture with a Chinese automotive company. JellyParents of Volvo, Polster and Lotus. Similarly, PegatronAnother Taiwanese firm tasked with assembling the iPhones is also now Tesla’s manufacturing partner.

The search for a technology partner may soon become critical for car brands that have yet to fully embrace advanced infotainment, driver assistance, and connectivity systems. Lei Zhou, a partner at Deloitte Tohmatsu Consulting, told WIRED that it’s “highly likely” that automakers that go it alone with their technology risk being left behind.

Zhou added: “If traditional OEMs develop integrated technologies with their existing capabilities, they will find themselves behind emerging EV makers with IT backgrounds or OEMs that have partnered with powerful tech partners. Can be omitted… Significant value can be created by partnering with a variety of players, including technology and business sectors.

And what is Apple doing?

The reverse is also true, where technology companies looking to develop their first car need help from automakers with manufacturing experience.

Tyson Jominy, vice president of automotive consulting at JD Power, told WIRED: “Tesla, Rivian, Dyson, Lucid, and others have done a great job through the car design process. But when you look at the brass of making a car, It’s very difficult to get down to the pieces. When there are so many startups. Running into problemsit is [because] Mass-producing cars is difficult. So the partnership makes sense.”

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