The battle for the center stack will intensify as companies fight to supply the brains and technology behind increasingly sophisticated infotainment systems.
The market in western Europe for content-rich systems using center-stack displays of 4.5 inches and more will rise to 3.0 billion euros ($3.8 billion) by 2020 from 2.5 billion euros ($3.2 billion) now, according to analysts IHS Automotive.
"We're seeing that infotainment is becoming more and more of a selling point as people spend more time in traffic," Jack Bergquist, IHS senior analyst for infotainment and telematics, told Automotive News Europe.
One the biggest dilemmas for automakers is deciding which software platform to use. QNX, which is a subsidiary of BlackBerry Ltd., is the global leader with a 44 percent share of the center-stack operating system market, according to IHS.
Microsoft ranks second, followed by Linux-based solutions. The rest of the market is controlled by a variety of suppliers offering specific systems used to power instrument clusters.