Tech giant Amazon wants its Alexa offerings to grow in the automotive industry, expanding directly into the embedded software systems of vehicles.
“The real North Star for us is to be embedded with all the cars,” said Amazon Alexa Automotive VP Ned Curic in an interview with Autonews. “That’s where we want to get. We’re working very hard to get there because we believe that is the best experience.”
While Curic didn’t say specifically how many automakers are in talks with Amazon about embedding Alexa into their infotainment software, he did mention that we should expect “a significant number of vehicles having access to Alexa” in the next few years.
Until then, first in line are Audi and the BMW Group (including Mini), brands that are committed to connectivity and remote updates.
“We updated our experiences constantly on a weekly basis, and that’s not something the auto industry is used to. When we have embedded experience, it’s quite important that experience is really solid, and obviously there will always be need to improve. We’re working closely with them.”
Then there’s the prospect of having Alexa-enabled software in autonomous vehicles, which Curic believes opens up even more possibilities going forward.
“Whatever happens, autonomous vehicles will give tons more time for consumers to do things inside the vehicle. We see that sort of natural transition. It would be as if you’re sitting on the couch at home.”
Aside from Alexa, Amazon is looking to pounce on the automotive industry in other ways as well. Back in February, the company poured $700 million into Rivian, but not before launching Amazon Auto, a consumer review website.