20 Million Vehicles Shipping in 2023 will Come Equipped with Amazon Alexa, Google Assistant or Both
As voice control continues to gain popularity in the home, consumers are increasingly hoping to use Amazon Alexa, Google Assistant, or Apple Siri in the vehicle too. An increasing number of OEMs are now poised to give into popular consumer demands and integrate Amazon Alexa and Google Assistant in-vehicle, without the need for a handset and despite concerns over data and OEM-branding. According to ABI Research, a market-foresight advisory firm providing strategic guidance on the most compelling transformative technologies, 20 million vehicles shipping in 2023 are expected to enable one or more of these assistants, without consumers requiring a handset to use the digital assistant.
“OEMs have realized that an increasing number of consumers may see value in being able to control their smart home devices in-vehicle and tap into their Apple, Amazon or Google ecosystem while on the move,” said Shiv Patel, Smart Mobility & Automotive Analyst at ABI Research. “At the same time, these technology companies are looking to the automotive market as a new business vertical to expand their brand and extract valuable consumer data.”
The historic approach to embedded voice control from OEMs has been to develop their own branded assistant, typically in conjunction with key voice technology supplier, Nuance, that can compete with Amazon Alexa, Google Assistant, and other tech-branded assistants. Some OEMs such as BMW and Audi have now chosen to adopt a new approach of developing an intermodal, multiple assistant systems in which their own OEM-branded assistants sit alongside an Amazon Alexa or Google Assistant. For BMW, the BMW Open Mobility Cloud will enable compatibility for both Amazon Alexa as well as Google Assistant. Key tier one supplier, HARMAN is also enabling OEMs to support both assistants simultaneously through its cloud platform, HARMAN Ignite. These approaches allow OEMs to meet consumer’s requirements of taping into their growing ecosystems outside of automotive, while still maintaining some control over data and branding. Other OEMs, meanwhile, have given up on voice control altogether and are simply providing a single-assistant system developed by Google.
Both Amazon and Google have announced key partnerships that will see their voice assistants incorporated in the vehicle, without the need for a handset. Google has struck key partnerships with Volvo and Nissan-Renault for a deep in-vehicle integration of Google Maps, Google Play Store, Google Auto, and Google Assistant in-vehicle, while Amazon has announced a key partnership with Audi that will see their voice assistant, Amazon Alexa, work alongside the OEM-branded Audi Assistant in 2019 production vehicles.
These embedded applications provide Amazon and Google an opportunity to expand their brand in automotive as well as provide increased access to important data from the vehicle. Amazon could use the in-vehicle opportunity for their e-commerce business while Google could use this data to feed into new location-based advertising opportunities.
“Overall, these partnerships represent a significant step forward for Amazon and Google as they could pave the way for them to eventually displace OEM-branded assistants in-vehicle altogether and be the sole voice assistant in the vehicle, extending their brand and providing access to new in vehicle data. Much will be dependent on what the OEMs and market incumbents, such as Nuance, can offer. However, over the short- to medium-term at least, consumers are likely to see an increasing number of vehicles that feature Amazon Alexa or Google Assistant, even if it is sitting alongside an OEM branded assistant,” concluded Patel.
These findings are from ABI Research’s Next-Generation Infotainment technology analysis report. This report is part of the company’s Smart Mobility & Automotive research service, which includes research, data, and analyst insights. Based on extensive primary interviews, Technology Analysis reports present in-depth analysis on key market trends and factors for a specific technology.
About ABI Research
ABI Research provides strategic guidance for visionaries needing market foresight on the most compelling transformative technologies, which reshape workforces, identify holes in a market, create new business models and drive new revenue streams. ABI’s own research visionaries take stances early on those technologies, publishing groundbreaking studies often years ahead of other technology advisory firms. ABI analysts deliver their conclusions and recommendations in easily and quickly absorbed formats to ensure proper context. Our analysts strategically guide visionaries to take action now and inspire their business to realize a bigger picture. For more information about subscribing to ABI’s Research Services as well as Industrial and Custom Solutions, visionaries can contact us at +1.516.624.2500 in the Americas, +44.203.326.0140 in Europe, +65.6592.0290 in Asia-Pacific or visit www.abiresearch.com.
To view this piece of content from cts.businesswire.com, please give your consent at the top of this page.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190409005176/en/
Contact information
Global
Deborah Petrara
Tel: +1.516.624.2558
pr@abiresearch.com
Christopher
Leary
Tel: +1.516.624.2544
pr@abiresearch.com
About Business Wire
For more than 50 years, Business Wire has been the global leader in press release distribution and regulatory disclosure.
Subscribe to releases from Business Wire
Subscribe to all the latest releases from Business Wire by registering your e-mail address below. You can unsubscribe at any time.
Latest releases from Business Wire
Global EV Alliance Releases EV Driver Survey Results: Myths Are Slowing EV Market17.11.2025 20:19:00 EET | Press release
In a groundbreaking survey of more than 26,000 EV drivers across 30 countries, an overwhelming 77% say persistent myths about electric cars are the single biggest obstacle to EV adoption in their nations. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251118388193/en/ There are still significant differences in the EV market across countries, and not everyone has a wide range of car brands to choose from. Photo: Markus Rotevatn/Norwegian EV Association. 83% say they believe policy measures are needed to increase EV sales in their country. “Misinformation about EVs is a serious challenge. It can make policymakers less confident that electric vehicles are a viable solution to climate change and local air pollution,” says Joel Levin, chair of GEVA and Director of Plug in America. One common myth in many countries is that electric cars are a fire hazard. 88% of the EV drivers in the survey say they aren’t worried about their EV b
Dilawer Farazi Returns to Loomis Sayles as Co-Head and Portfolio Manager on the Emerging Markets Debt Team17.11.2025 17:59:00 EET | Press release
Loomis, Sayles & Company is pleased to announce that Dilawer Farazi, ACA, has rejoined the firm as Co-Head and Portfolio Manager of the Emerging Markets Debt (EMD) Team. Dilawer becomes the firm’s first London-based portfolio manager. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251117681347/en/ Dilawer Farazi, ACA, has rejoined Loomis Sayles as Co-Head and Portfolio Manager of the Emerging Markets Debt Team Dilawer brings over two decades of experience in emerging markets credit, having previously served as a Senior Credit Research Analyst at Loomis Sayles from 2018 to 2020. He rejoins the firm from Royal London Asset Management (RLAM), where he led the Emerging Markets Credit team and managed approximately USD $1 billion in assets across EM credit. At RLAM, he launched the firm’s first dedicated emerging markets funds, including an emerging markets corporate bond fund and an emerging markets short duration credit fund. I
Duravant Announces Retirement of CEO Mike Kachmer, Names Jill Evanko Successor17.11.2025 17:13:00 EET | Press release
Duravant LLC (“Duravant”), a global leader in advanced automation solutions, announced today that Mike Kachmer will retire from his role as Chief Executive Officer after a highly successful tenure with the company. Duravant’s Board of Directors has named Jill Evanko as CEO, joining the company on January 5, 2026. To ensure a seamless transition, Mr. Kachmer will continue to serve as Chairman of Duravant. Mr. Kachmer will also continue to serve on the Board of Directors for Northwestern Memorial Healthcare and The London Clinic. This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20251117036720/en/ Mike Kachmer “It has been a true honor and a humbling experience to lead this incredible company,” said Mr. Kachmer. “I am profoundly grateful to my colleagues within Duravant for their support over the years. Together, we have built an organization with a truly differentiated operating model and culture, one that cultivates collaboration
Morningstar's 2026 Outlook Report Delivers Global and Regional Insights for Durable Portfolios17.11.2025 16:00:00 EET | Press release
Morningstar, Inc. (Nasdaq: MORN), a leading provider of independent investment insights, today published its 2026 Outlook, offering an overview of key challenges and opportunities for the year ahead. In a market defined by uncertainty, this year’s report emphasizes the value of preparation over prediction, equipping investors with strategies to focus on fundamentals and help build resilient portfolios that withstand both booms and busts. Drawing on insights from Equity, Manager, and Behavioral research analysts worldwide, this Outlook distills Morningstar’s thinking on how to navigate opportunity and risk across every major asset class in 2026. "Markets are unpredictable, and the geopolitical and tariff uncertainty of 2025 showed just how quickly forecasts can shift. That’s why Morningstar is redefining the Outlook, focusing on durable portfolios rather than short-term predictions,” said Dan Kemp, chief research and investment officer. “No matter what market conditions the year ahead m
Wolters Kluwer Enablon Control of Work Solution Now Available as Private Offer in AWS Marketplace17.11.2025 16:00:00 EET | Press release
Wolters Kluwer today announced that its Enablon Control of Work solution is now available in AWS Marketplace as a private offer. This purchasing model empowers customers to negotiate and receive tailored pricing, terms, and licensing agreements, while streamlining procurement and leveraging existing Amazon Web Services (AWS) billing workflows to accelerate deployment and optimize cloud budgets. Wolters Kluwer’s Enablon Control of Work solution consolidates permit-to-work, isolation management and risk assessments into an integrated system. Trusted by frontline workers and contractors in high-risk environments including oil & gas, pharmaceuticals, data center and manufacturing industries, the software helps streamline operations, minimize unplanned downtime and prevent serious injuries and fatalities. Richard Pulliam, SVP & General Manager of EHS & ESG for Wolters Kluwer, said: “Making Enablon's Control of Work solution available in AWS Marketplace is another step in our mission to help
In our pressroom you can read all our latest releases, find our press contacts, images, documents and other relevant information about us.
Visit our pressroom