20 Million Vehicles Shipping in 2023 will Come Equipped with Amazon Alexa, Google Assistant or Both
9.4.2019 11:00:00 EEST | Business Wire | Press release
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
Access Advance Welcomes Meta Platforms, Inc. and Alibaba Group to the Video Distribution Patent Pool3.7.2026 02:00:00 EEST | Press release
Access Advance LLC today announced that Meta Platforms, Inc., one of the world's largest distributors of video content across its Facebook, Instagram, Threads, and WhatsApp services, has joined the Video Distribution Patent Pool (VDP Pool) as a Licensee. Meta also joined both the HEVC Advance and VVC Advance pools as a Licensee. Alibaba Group, whose video infrastructure spans a wide range of video-based services across e-commerce, entertainment, and digital media platforms, was also announced as a VDP Pool Licensee this week. Meta and Alibaba joining the VDP Pool further reinforces the program’s market leading position in resolving the licensing issues around the use of modern video codecs, including VP9, AV1, HEVC and VVC, across all the diverse business models of internet video streaming. "A significant U.S.-based company like Meta joining as a Licensee is a milestone moment for the content distribution business and the VDP Pool," said Peter Moller, CEO of Access Advance. "Meta reach
Kioxia Commences Sample Shipments of 10th-Generation BiCS FLASH™ Devices Delivering High Performance, High Capacity and Low Power Consumption3.7.2026 02:00:00 EEST | Press release
Kioxia Corporation, a world leader in memory solutions, today announced that it has commenced sample shipments of 1Tb (terabit) Triple-Level-Cell (TLC) memory devices utilizing its 10th-generation BiCS FLASH™ 3D flash memory technology.1 These will be primarily integrated into the company’s enterprise and data center SSDs, strengthening Kioxia’s lineup to meet the growing demand for AI storage, which requires higher performance, higher capacity, and lower power consumption. These new products will be manufactured using state-of-the-art equipment at Kioxia’s Kitakami Plant Fab2 facility in Iwate Prefecture, Japan. By leveraging innovative CMOS directly Bonded to Array (CBA) technology2 and On-Pitch Select Gate Drain (OPS) technology,3 both adopted since the 8th-generation BiCS FLASH™, the 10th-generation technology achieves a NAND interface speed of 4.8 Gb/s,4 a 33% improvement over the 8th generation. Bit density has increased by 59% by stacking 332 layers and improving lateral density
Bending Spoons S.p.A. announces closing of initial public offering2.7.2026 21:35:00 EEST | Press release
Bending Spoons S.p.A. (“Bending Spoons”), a leading technology company, today announces the closing of its initial public offering of an aggregate of 57,971,015 of its ordinary shares, at an initial public offering price of $29.00 per share. The offering consisted of 34,398,640 shares sold by Bending Spoons and 23,572,375 shares sold by certain selling shareholders (the “Selling Shareholders”). The gross proceeds from the offering to Bending Spoons, before deducting underwriting discounts and commissions and other offering expenses, was approximately $953,917,285.50. Bending Spoons did not receive any proceeds from the sale of shares by the Selling Shareholders. Bending Spoons’ ordinary shares began trading on the Nasdaq Global Select Market on July 1, 2026 under the ticker symbol “BSP”. Goldman Sachs International, J.P. Morgan, and Allen & Company LLC are acting as joint lead book-running managers for the offering. Wells Fargo Securities, BofA Securities, Jefferies, Evercore ISI, BNP
Strategic Partnership Between Record Asset Management and Admicasa2.7.2026 20:00:00 EEST | Press release
RAM Swiss Holding AG is a subsidiary of LSE-listed Record Financial Group (Record) and part of the Record Asset Management (RAM) group of companies. The partnership is a milestone in the growth of Admicasa and marks an important step in the continued expansion of Record’s private markets platform. Subject to regulatory approval, the agreement, signed on 1st July 2026, provides RAM Swiss Holding AG with a 50% participation in the Admicasa Fondsleitung AG, part of Admicasa, and establishes a long-term partnership to develop investment opportunities in the Swiss and Global real estate market with a plan to expand into other asset classes in the medium term. RAM is the European asset management arm of Record, the LSE-listed specialist investment group managing USD 115 billion of assets on behalf of institutional clients worldwide. Record's client base comprises pension funds, foundations, sovereign institutions and other asset managers, with whom it has built long-standing relationships th
IQM Quantum Computers Becomes First European Quantum Computing Company Listed on a Major U.S. Exchange2.7.2026 17:47:00 EEST | Press release
IQM Quantum Computers (Nasdaq: IQMX) (“IQM”, “IQM Quantum Computers” or the “Company”), a global leader in full-stack superconducting quantum computers, today became a publicly traded company following the completion of its business combination with Real Asset Acquisition Corp. (“RAAQ”). This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260702960460/en/ IQM Quantum Computers Becomes First European Quantum Computing Company Listed on a Major U.S. Exchange The company’s American Depositary Shares begin trading today on the Nasdaq Global Select Market under the ticker symbol “IQMX”. The listing marks a major milestone for IQM establishing the company as the first European quantum computing company listed on a major U.S. stock exchange. Due to the proceeds of the transaction, IQM maintains a strong pro forma cash position of EUR 337 million. IQM enters the public markets with strong commercial momentum and a rapidly expanding globa
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