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What IoT Companies Can Learn from Electric Vehicles In-Vehicle Experiences

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With a move to electric vehicles (EVs) built on shared platforms, physical characteristics of these consumer cars are becoming less differentiated. Progressive automotive manufacturers have focused their energy on differentiating their in-vehicle experiences, and leveraging those experiences to win loyal customers. The lessons they’ve learned apply to all manufacturers in the IoT world, not just other electric vehicle makers.

Built on a Shared Platform

This may sound surprising to some, but many electric vehicles are built using a shared powertrain and battery system (powertrains are the components that generate the power needed to make the car go).

These powertrains are used in multiple models of electric vehicles. For instance, GM describes its powertrain, Ultium, as a platform that can be used across a variety of vehicle types, ultimately providing for a great range of vehicle choice. The same is true for battery packs and composition.

It’s a smart strategy. Consumer demand for EVs is increasing, and that demand is accelerating as gasoline prices are at record highs. A shared platform allows manufacturers to ramp up production to meet demand.

The flipside to the shared platform is that the physical experience of the car is difficult to differentiate, at least in terms of power, output and range, chassis and physical make up. That’s not to say that these cars look the same because they don’t. The Volkswagen ID.4 looks pretty different from the Volkswagen ID.Buzz. But because they share a platform, the physical driving experience isn’t as differentiated. This contrasts with internal combustion cars, which offer a great deal of variation in driving experiences.

This raises a new challenge: how do EV manufacturers differentiate their products? How will they break through a sea of sameness?

It’s All About the In-Vehicle Experience

Knowing that differentiation is key to winning a loyal customer base, EV manufacturers are investing vast resources and processes into developing in-vehicle screens that transform the in-vehicle experience. In fact, improving in-car screens account for the lion’s share of the auto manufacturer’s investments (and a good bit of what the consumer pays). In 2021, the automotive display market reached $13 billion, and will grow 9% each year.

These investments are dramatically changing the vehicle experience, smarts, as well as the functions and ambiance that can be controlled by individual drivers. EV manufacturers are developing large immersive screens for their models. Cadillac, for instance, has developed a 33-inch screen that curves towards the driver in a “single continuous screen” that contains the dash cluster, entertainment, and NTSB-mandated safety alerts for its first EV, Lyriq.

The move from analog to digital opens up opportunities to create bespoke in-car experiences (and bespoke human-machine interfaces in just about any IoT device). In the analog world, the in-car experience never changes from driver to driver. The way the instrumentation cluster lights up will be the same, regardless of who drives it.

But, with a digitized system and digital screen – and with software that can be sent over the air – drivers of the same car can customize the in-car experience to their personal taste. What’s more, there are a multitude of new experiences that can be activated. In the not too distant future, drivers will be able to download an in-car theme that matches their personality or even mood, and save it as a setting so they can activate it whenever they want.

Digital Powering Custom Driving Experiences

The other notable feature of the conversion to digital is the way it allows individual drivers to customize the specific aspects of the driving experience – acceleration speed, level of traction control, tension of the suspension system – on demand. If they’re driving during heavy rain, for instance, they can increase the behaviors of traction control systems if it makes them feel safe. If they’re bringing an old arthritic dog to the vet, they can lower the suspension to make it easier for entry and exit so the pup has a more comfortable ride.

Or let’s say a couple shares a car, but one is a bit more of a nervous driver. The jittery driver can create a custom ambiance – calming lighting, music, tones, more safety features activated – simply by sitting in the vehicle (and being identified with facial recognition). Whereas the other partner can create, save and activate an energetic driving experience, including simulated engine noise that’s piped into the cabin.

Some of this customization is possible with high-end luxury cars today, but the ubiquitous move to digital in today’s EVs will make these conveniences more commonplace in the future.

Reimagining The Experience of Everything

One of the great advantages of the IoT is that it frees us from the way we experience a great deal of items we use daily. The analog physicality of items like cars and cameras dictated the overall experience, but the switch to digital allows us to break through those molds.

Today, when we consider virtually any item, we can begin with a strategy: what is the ideal experience for this product? How should that experience change from person to person and scenario to scenario? What level of control should we give each user to customize the experience?

Some manufacturers, like General Motors, realized that to reimagine the in-car experiences for its EV, they had to look outside of their four walls and even outside of their industry, and engage with company that specializes in designing & developing the experience of human-machine interfaces (HMI). This was a bold move, and demonstrates the company’s willingness to lead with experience, and it’s a lesson that I think all IoT manufacturers should heed.

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About the Author: As the SVP, Digital Products, at Rightpoint Ben is responsible for guiding clients through applying emerging technologies to strengthen their business. Ben joined Rightpoint through the acquisition of Raizlabs where, as Managing Director, he helped deliver engaging mobile experiences for all types of companies from startups to large brands like Costco, Macy’s, B&H, and Six Flags. Ben lives and breathes mobile and has been building apps and thinking mobile since the beginning of the App Store in 2008.




Edited by Erik Linask
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