How ‘software-over-hardware’ will determine future car purchase decisions – ET Auto

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Automobiles are no longer just a mode of transport. As technology makes our cars smarter, it has also changed their relationship with us and their surroundings. OEMs and car manufacturers are in a race to make future vehicles connected, autonomous, sharing and electric (CASE). And digital innovation will be the driving force behind the development of future-ready vehicles. Chinese OEM Huawei believes that as the industry moves forward, intelligent functions integrated within vehicle driving systems and cockpits will become the key differentiators for cars. Customers will more likely base their purchase decision on the intelligence levels of their vehicles.

In the age of electric and smart vehicles, a holistic driving experience is what the new-age consumer would be looking for. In order to achieve this, OEMs are already heavily investing in Information and Communications Technologies (ICT) that will be integrated deep within vehicles. These will also open up newer and better opportunities for industry players. Huawei is among the flag bearers of smart-ICT solutions for cars, with a 5,000 personnel R&D team and investments of USD 1 billion made in 2021 alone.

In an exclusive interaction with TOI Auto, Standy Nie, President, Enterprise Business, Huawei India said, ‘We aim to bring our 30 years of technological expertise to the automotive industry to leapfrog development and leadership in technology, offering customers a full-stack solution from intelligent driving computing platforms and sensors to algorithms and functions. Our aim is to give users a safe, comfortable, personalized, and intelligent driving experience.’

Currently, Huawei has 4D imaging radar, lidar, intelligent driving computing platform MDC, AR-HUD, HarmonyOS intelligent cockpit solution and much more in their arsenal. Innovations like these will provide a smart driving experience while enabling autonomous driving in different situations as well. The idea is that in the future, how people use their vehicles will change. Vehicle operation and driver inputs will become less dependent on each other. As vehicles become increasingly autonomous, commuters will utilise their time in vehicles for work, study or entertainment.

This shift in the way we commute will fuel the development of intelligent cockpits and ICT integrations. Innovations such as Augmented Reality Heads-Up Display (AR-HUD) will turn a vehicle’s windshield into a 70-inch HD screen. That can be used for movies, games and video conferences. Artificial Intelligence will incorporate visual recognition, semantic understanding, gesture/facial recognition and more. Backing up the tech will be new software ecosystems that will give users a unique experience. Similar to what we currently have between smart device operating systems such as Android, iOS and Huawei’s HarmonyOS.

‘Data and software, support a faster iteration of vehicle functions, helping vehicles deliver experiences beyond consumer expectations. New, ever-evolving functions and services will provide an opportunity to create a stable revenue stream for carmakers, pushing the industry to move away from product-centered operations toward user-centered operations. The future market for new intelligent connected vehicle components will be worth trillions of dollars.’ Nie said.

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