Don McGuire, Chief Marketing Officer at Qualcomm, discusses the digital transformation of the automotive industry, including the concept of a digital chassis and its components. They also explore the emotional attachment people have to car brands, adding services and enhancements to vehicles, and the impact of new technologies on vehicle valuation and longevity. Additionally, they discuss the potential for car companies to become major tech players and the importance of infrastructure for AI-driven virtual worlds.
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Quick takeaways
The digital transformation of the automotive industry involves building a 'digital chassis' consisting of sensors, connectivity, and software infrastructure, enhancing wireless capabilities and enabling new services.
The digital chassis approach in the automotive industry allows for customization, upgradability, and personalized car experiences, optimizing maintenance, extending vehicle life, and reshaping the business models.
Deep dives
The Digital Chassis in Automotive Manufacturing
The automotive industry is undergoing revolutionary transformation, with automakers now focusing on building a digital chassis alongside the mechanical components of a vehicle. This digital chassis consists of various components, including sensors, connectivity, digital cockpit, visualization, driver assistance, and car-to-cloud connectivity. The shift towards a software-defined vehicle enables automakers to deliver enhanced wireless capabilities, upgradability, and new services to car owners. This digital chassis approach, driven by connectivity, hardware, software, and services, allows automakers to change their business models and establish ongoing customer relationships.
Components of the Digital Chassis
The digital chassis requires multiple chips and technologies to build the hardware and software foundation. Connectivity is a crucial component, encompassing Bluetooth, Wi-Fi, and 5G capabilities for in-vehicle experiences and safety features. The digital cockpit includes visualization, touch capabilities, and voice interaction, revolutionizing the user interface and driving experience. Car-to-cloud connectivity enables over-the-air updates, upgradability, and the provision of new services, empowering automakers to become platforms for delivering services to car owners. The combination of these components forms the basis of the digital chassis.
Implications for the Automotive Industry
The digital chassis presents new opportunities for automakers in terms of customization, upgradability, and extending the life of vehicles. It allows for personalized car experiences, where customers can choose and activate specific features or services on-demand. Additionally, the digital chassis enables proactive vehicle diagnostics, optimizing maintenance and reducing downtime. It also changes the dynamic of the resale market, as vehicles become more upgradable and valuable over time. Overall, the digital chassis is reshaping the automotive industry, creating new business models and enhancing the relationship between automakers and car owners.
Today’s guest is Don McGuire, Chief Marketing Officer at Qualcomm. A wireless technology pioneer, Qualcomm invented the foundational technologies for 3G, 4G, and 5G, and today, Qualcomm technology can be found in just about every handset and many devices that we use every day. Qualcomm has diversified its business over the years into different industries, such as automotive, in addition to compute, XR, and more. Don joins us on today’s program to talk about the digital transformation of the automotive industry. He explains the notion of a ‘digital chassis’ essential for enhancing wireless capabilities in modern automobiles and both the hardware and software infrastructure involved. If you’ve enjoyed or benefited from some of the insights of this episode, consider leaving us a five-star review on Apple Podcasts, and let us know what you learned, found helpful, or liked most about this show!
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