Shift asked industry leaders for their thoughts on 5G. Here are excerpts from recent Shift and "Daily Drive" podcast interviews and from Shift's July 29 virtual event on 5G.
Experts on the power of 5G to transform the auto industry
Shift asked industry leaders for their 5G thoughts. Here are excerpts from recent interviews and from Shift's July 29 virtual event.
"5G is a seismic event for the industry. It is probably that vision of connectivity, that we've had for a long time, that probably will have the best chance of coming true with the deployment of this new spectrum. And it comes both for occupants inside the vehicle and the experiences that we are able to deliver to those occupants, as well as the experience and safety of those that are outside the vehicle." -- Pom Malhotra, senior director, connected services, Audi of America
"Autonomous vehicles need to be connected to some version of a network to be able to successfully continue to navigate throughout the world, and certainly one of the big things companies focus on is how to gracefully degrade and safely degrade service when there is a connectivity loss. But one of the biggest things you need to unlock this opportunity is to make sure you have high-reliability, high-power connectivity. And so everything from powering the vehicle to powering the service that we're offering to customers inside of the vehicle is going to be massive for this industry." -- Jody Kelman, head of autonomous division, Lyft
"There's so many different opportunities to leverage technology and what comes along with that, right? I personally believe that 5G is going to be a huge disrupter to take us to automation. From that point, we can start to enable some real services being offered in the vehicle that change the customer experience, change how people leverage vehicles as a platform and how mobility transpires." -- Nelson Pereira, group vice president and managing partner, Publicis Sapient
"It's going to change the world. And it's going to change the experiences for the consumer and the vehicle. It'll be much more efficient, especially in the EV part of the world, and then the autonomous features that will waterfall from the highest cars all the way down. These are the type of game-changing scenarios where you have automakers saying things like they want to be accident-free. The connectivity will be absolutely critical, especially as these vehicles remain on the road three, four or five times longer than a current ICE automobile will." -- TJ Fox, senior vice president of industrial IoT and automotive, Verizon Business Group
"This is really a very pivotal time in automotive. Really what is happening: what we refer to internally as the digital chassis. It allows [automakers] to develop an asset that they stay connected to over the life of the asset: over the first, second, third, fourth owner. That relationship between the automaker and vehicle's owner is extremely important because the car is going to generate value. It's going to create revenues and margins over its life. And that is achieved by, first of all, connecting the car to the cloud. If that connection is not there, you might as well not have any of those aspirations, and that's where 5G kind of fits in for us." -- Nakul Duggal, senior vice president and general manager, automotive, Qualcomm Technologies
"What's the benefit for the consumer? So here's how I look at it: When our consumers use a remote services command, and there's a network problem, or there is latency, slowness in remote starting your cars, they don't think about 5G or 4G or 3G. They don't think about whether it's the Verizon network or AT&T. They think [that] Hyundai's experience is a problem. And these things are now measured through J.D. Power's [Initial Quality Study]. Rightfully so. So to me, in simple terms, what 5G will do is make our experience better in the minds of the consumers, and that'll help the industry, not just Hyundai or Audi. It'll elevate the value of connectivity. It will elevate the value of why connectivity is going to help them improve their lives." -- Manish Mehrotra, executive director, digital business planning and connected operations, Hyundai Motor North America
"5G is a great tool for things like vehicle-to-vehicle communication, vehicle-to-infrastructure, et cetera. No question that 5G is an opportunity there, but I want to make sure that we realize it's one tool among many related to infrastructure that could really have an effect on enhancing safety. It's not one thing that's going to save all those lives, those hundred lives lost every day. We have to go after the vehicles, the drivers currently, the infrastructure. We've got to make sure safety is absolutely included as foundational in every element of the system." -- Former NHTSA administrator Mark Rosekind, chief safety innovation officer, Zoox
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