Trading multi-year design cycles for on-demand features and experiences

With technology innovation far outpacing the average vehicle design cycle, automakers are faced with a complex challenge – determining which features to integrate in vehicles today to meet continually shifting consumer expectations three to five years from now. So, while technology creates an exciting opportunity to pull ahead of the pack, investing time and resources in a design can be daunting. But it doesn’t have to be. When equipped with ultra-fast connectivity and robust processing power, vehicles can be continually redefined through software – giving automakers the ability to create and own the in-vehicle experience like never before. 

Software-defined vehicles that are connected to the cloud give automakers the opportunity to extend their brand and bring engaging customer interactions into the vehicle throughout its lifecycle. Whether using artificial intelligence to create a more personalized experience, or virtual reality (VR) to make online gaming come to life in the rear seat, introducing new software-driven technologies can transform the in-vehicle experience. And as more vehicles connect to each other and everything around them, consumers can also benefit from advanced safety applications and the ability to make more informed travel decisions.  

When coupled with wireless technologies such as 4G, 5G, cellular-vehicle-to-everything (C-V2X) connectivity, Wi-Fi, and Bluetooth®, software-defined vehicles have the potential to be more useful and entertaining, safer and more efficient. And with cloud connectivity, the vehicle hardware, software, services and features are continually upgradeable.

Whether high-end or entry-level, many of today’s vehicles come equipped with multiple large screen displays, navigation, entertainment and much more – so what’s next?  With faster speeds, higher reliability, and increased responsiveness, 5G can support new applications and services to make the next generation of digital cockpits more personal, immersive and interactive. Snapdragon® Automotive 4G and Snapdragon® Automotive 5G Platforms provide unmatched support for rich in-vehicle experiences and are fully scalable to meet growing consumer demand for premium features and the latest technology advancements. Using a common software framework that runs across all Snapdragon Automotive Platforms, automakers can deliver differentiated experiences across a wide range of vehicle classes.

5G supports gaming and multimedia experiences that can redefine family road trips. Able to support immersive multi-player gaming with augmented reality and high-resolution video streaming to each screen, rear-seat entertainment systems are more than likely to keep the kids entertained. Users can enjoy streaming content using the vehicle as a Wi-Fi access point, share content from their mobile device using integrated Bluetooth, and can have the ability to bring their existing data plans and content subscriptions into the vehicle in the near future.  Allowing users to seamlessly transfer their digital life into their vehicle gives automakers the opportunity to create engaging and interactive experiences and services that may change people’s perception of a digital cockpit.

Powered by artificial intelligence (AI), future vehicles will also learn and adapt to their passenger’s preferences. Imagine a virtual assistant that knows and remembers vehicle occupants to provide a more personal, and easy-to-use experience – one that considers their whole life experience, not just their driving experience. For example, a vehicle that’s aware of its driver’s favorite music genre could recommend an upcoming concert at a venue as the driver passes by it, or remind them of an upcoming birthday or anniversary when approaching a shopping mall. Fueled by information from their surroundings and user preferences, future in-vehicle assistants can make using the digital cockpit more natural and intuitive for a less distracting and therefore safer user experience. 

As more vehicles become connected to their surroundings, all road users have the potential to benefit from safer, more efficient transportation. Cellular-vehicle-to-everything (C-V2X), a wireless technology that allows vehicles to communicate directly with other vehicles (V2V), roadside infrastructure (V2I) and pedestrians (V2P) and other vulnerable road users without reliance on broadband cellular networks, supports real-time safety information exchange for the driver. When equipped with C-V2X, vehicles can provide safety warnings to alert the driver when another driver runs a red light, a car swerves into their lane, or a vulnerable road user is present such as a bicyclist at an intersection or a construction crew working on an upcoming stretch of road.

Not only will C-V2X support many new services that can help to improve traffic conditions and make roads safer, drivers can also benefit from real-time route guidance and more efficient trip planning. When complemented by 5G networks, C-V2X will support highly reliable comprehensive solutions allowing transportation systems to become smarter and more efficient. A connected vehicle environment will help make roads safer, and travel more comfortable and efficient. 

A new mechanism for collaborating with customers, the Qualcomm® Car-to-Cloud platform provides robust connectivity for over-the-air feature upgrades and on-demand content. For example, someone purchasing an entry-level vehicle with a low-resolution entertainment system and 4G could later upgrade their processing and connectivity to a more advanced digital cockpit experience that supports high-resolution multimedia streaming and premium sound quality for all passengers. Having the ability to update hardware and software gives consumers the flexibility to upgrade at their own pace, reducing pressure at the point of sale. 

With the ability to keep a pulse on vehicles after they’ve left the lot, Qualcomm Car-to-Cloud gives automakers unprecedented opportunities for engaging consumers post-sale. Whether it’s upgrading connectivity for a bigger, faster data pipeline into the vehicle, pushing software updates to improve vehicle systems, or making more processing power available for more immersive multimedia – vehicles connected to the cloud are upgradeable. Equipped with integrated billing and analytics solutions, automakers using Qualcomm Car-to-Cloud can offer personalized services and content experiences to their customers for as long as the vehicle is on the road.

That new car smell may fade, but the excitement of getting a new car doesn’t have to. Those buying and selling vehicles can benefit from new automotive business models that allow for ongoing upgrades and new services. When connected to the cloud, vehicles become future-proof for consumers and a source of post-sale revenue for automakers – creating a new relationship dynamic that extends throughout the lifecycle of the vehicle. 

Flexible and modular, Qualcomm Technologies’s Automotive solutions allow automakers to create experiences that reflect their unique brand and extend them across their entire lineup. Having flexible software with fast connectivity, and robust processing power empowers automakers to redefine the future of mobility and transportation – and makes years-long vehicle design cycles a relic of the past.  

To learn more about automotive solutions from Qualcomm Technologies, visit www.qualcomm.com/Automotive.