It was a good two years ago that we asked, somewhat provocatively, whether Google still gave car manufacturers a chance in the field of car infotainment with Android Automotive. It can currently be said that the car companies are at least not giving up without a fight. Mercedes is now following the ancient Chinese wisdom: “You must shake a hand that you cannot sever.” Google is brought in for some functions in the area of navigation, but Mercedes is still pulling the strings, it is assured. What does the new MB.OS operating system bring to customers? The next E-Class, which should be available from dealers in the summer, provides a first foretaste of this.
Profitable software business expected
Entertainment electronics in cars seems to be developing faster and faster. Against this background, it is remarkable that a five-year-old voice control is still one of the best that you can currently buy. It shows how big the step towards MBUX was at Mercedes. Of course, development has not stood still since then, neither at Mercedes nor at other manufacturers. Many sense a lucrative business with data and software that can be rented or permanently activated long after purchase. After around one billion euros in sales in this area last year alone, Mercedes itself expects up to one billion euros in earnings before interest and taxes in 2025.
The car manufacturers therefore have a great interest in not simply letting this business be taken out of their hands. Mercedes invests up to two billion euros in this area every year, and software is expected to account for around a quarter of the entire development budget by the middle of the decade. Other manufacturers have also recognized the importance. By 2030, for example, Stellantis wants to generate sales of around 20 billion euros.
Mercedes with its own operating system
At Mercedes, the next big step is its own operating system, which is scheduled to be introduced in 2025. The next generation of the E-Class offers a first foretaste of what this entails. It will be sold as a sedan from the summer, and the station wagon, which is still important in Western Europe, should follow in the autumn. The biggest advance compared to the predecessor will take place in the software area. In view of what Mercedes currently offers in the E-Class, a system that should actually be improved again should not have much competition in the foreseeable future.
Highly automated at level 3
For the first time, highly automated driving at level 3 up to 130 km/h is offered in the E-Class. It is uncertain whether this will be available at the start of sales, but the customer can be sure of one thing: the fun will not be cheap, even by Mercedes standards. The price list for the S-Class can serve as a guide. There, the “Drive Pilot” assistance system alone currently costs just under 6,000 euros and requires additional extras. All in all, it must be worth more than 11,000 euros to the customer, if it is even available for the motorization he wants. Because the Drive Pilot in the S-Class cannot be combined with the diesel engines.
Functions unlocked later
The business with functions that can be activated later is being greatly expanded – be it for a limited time with a monthly fee or with a one-off payment for permanent use. Buyers of used cars are no longer dependent on the first owner ticking all the desired boxes when ordering. Manufacturers hope for lasting customer loyalty, which of course will only be fulfilled if the offer is maintained over a long period of time and is financially attractive. Car manufacturers have a hard time with the long-term maintenance of software, and Google hasn’t exactly been exemplary in this regard in the past. Rising sales figures could lead to a rethink for both of them.
Google with you
Google only brings Mercedes on board for some functions of the navigation system. This includes, for example, current traffic information that is included in the route calculation. Mercedes also intends to use Google Cloud’s data processing platform to analyze fleet data. The approach of learning driver routines with the help of artificial intelligence and thus relieving them of recurring tasks is new. He can use predefined routines that are already stored in the car, or create them himself. Mercedes itself gives an example of such a link: “Switch on the seat heating and set the ambient lighting to warm orange when the inside temperature is below twelve degrees Celsius.”
Apps from other providers
As in Android Automotive, Mercedes will also have the option of installing some third-party apps. To start with, you can get videos in the car via TikTok, confer via Zoom or Webex, surf the web with the Vivaldi browser and play Angry Birds. Obviously, many of these functions only work when the vehicle is stationary. A passenger can even watch films on their own display without having to use headphones. The driver will not be distracted, Mercedes assures, because there is a “Dual Light Control Technology”. It is intended to prevent dynamic content from being viewed from the driver’s seat. A camera records where the driver is looking.
Wherever available, data is sent to the car via the 5G mobile communications standard. Since it will not be available nationwide in Germany in the foreseeable future, there is a fallback to LTE. In many cases, this should be sufficient to be able to provide relevant data sufficiently quickly. Despite all prophecies of doom, it looks at least in 4G in this country according to the Federal Network Agency looking good now.
light in time
In the future, the ambient lighting will be in time with the music. A quick beat means quick changes in light, whatever that’s good for. This is coupled to the most expensive sound system – and of course it can be turned off. A little later, the infotainment system should be able to communicate with some Garmin watches, which then exchange information about the driver’s vital data. You will then receive tips on how to reduce stress. Some people may get the idea to cut this connection as a first step.
Breathing exercises at the wheel
In the future, the range of breathing exercises should further reduce stress at the wheel. The display then shows when to inhale and exhale. If necessary, the “bio-feedback” adjusts the backrest, changes the color of the ambient lighting and fades in the sound of waves to keep the driver fit. We can be curious to see whether and how this type of attention retention will continue to develop. The unconditional will to progress is sometimes revealed in surprising places.
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(mfz)
