There was a time when car manufacturers build cars and computer companies built computer. But today almost every car a rolling computer with dozens of sensors. The boundaries blur.
“company’s technology industry moving ever deeper into the former territory of the auto industry”, says auto expert Thilo Koslowski from the IT market researcher Gartner. The meet not only the vehicles but – what is more serious – the business model. “I’m not sure if the majority of the auto industry is prepared to withstand the pressure of new players,” says Gartner analyst.
Also, industry expert Stefan Bratzel see new players coming. “Especially the Big Data player in the IT industry play in the future in the value chain of the automotive industry a very important role,” he says. The carmaker acted currently on the model of “co-opetition”: cooperation and competition at the same time. Thus, they work together on the one hand, especially with Apple and Google to bring smartphones and apps into the car. “On the other hand, they see the IT player as a future competitor for the mobility customers of the future and want to give them no comprehensive access to the car,” says Bratzel.
The battle for the future of the car has started
In the next few weeks the battle for the future of the car is equal fought twice in the spotlight: The electronics fair CES in Las Vegas and then the auto show in Detroit, the heart of the American vehicle industry. The CES that previously traditionally TV, Hifi or computers were introduced, was also used for car show in recent years more and more. Last year, Audi CEO Rupert Stadler was chauffeured to his keynote speech in a self-driving car company on the stage.
This time assumes Daimler CEO Dieter Zetsche this central image. Shortly before the show a pioneering partnership was announced: The South Korean electronics giant LG to deliver with its stereo cameras, the “eyes” for the automated Mercedes cars. BMW wants to Las Vegas next week an advanced system to avoid collisions show, as well as a car that can be traveling alone, thanks to its sensors without a driver in the car park. Audi promises two world premieres.
When Google in the fall of 2010, its fleet of self-propelled Toyota revealed who had quietly already covered more than 200,000 kilometers, was that the car industry as a shock and a wake-up call. Since then, the car manufacturers have caught powerful. Always new driving assistance systems that remove the driver work about traffic jams, find step by step the way into everyday life. VW has a emergency stops Wizard Volvo XC90 model brakes if necessary even at intersections to prevent a collision
But in the end it’s about much more than apps, smartphone or even automated driving. The digitization plows on long term, the whole business has to offer. “Technology can fundamentally changed how and where to reach a customer – and how to create added value for him,” says Gartner expert Koslowski. And here doing the auto industry, which was strong engineering-heavy in large parts still very difficult. Large parts of the industry are in a rigid: “I do not think people have realized how much the whole car is verdigitalisieren in the future.”
The German carmaker experiment ever thus, mobility instead of vehicles for sale. BMW, operating the car-sharing service and Hamburg. Daimler has the counterpart car2go, the taxi app MyTaxi and the service moovel which is to calculate the optimal route by car, bicycle or public transport.
But the change could go much deeper than that. While the auto industry still sees a more or less active driver in the center, is a potential future rival like Google entirely on the computer. In the small round two-seater of the Internet Group neither steering wheel nor the pedals are provided – even if Google has to incorporate them not definitive test vehicles, because it is so required
“Google is more interested. the “lost time” in the car returned to the people, “it describes Koslowski. Also Bratzel expected that the occupants are increasingly concerned with things other than driving. The time in the car and doing data collected wanted to use the new players for new value-added offerings and business models. These services could be more relevant to consumers in time as the car itself