Umlaut - White - päper - The Next In-Vehicle Experience: Connected Digital Cockpit
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umlaut — White — päper. The Next In-Vehicle Experience: Connected Digital Cockpit
umlaut Whitepaper
Content
Executive Summary 04
Evolution of Cockpit 06
Impact of CASE Trends on Cockpit 08
Digital Cockpit Industry Enablers 10
Identification of Top Digital Cockpit Services 12
OEM Adaptibility to Digital Cockpit 14
Generating Revenue - Digital Cockpit Services 16
Challenges Involved 18
Conclusion 22
References 24
3
umlaut Whitepaper umlaut Whitepaper
Executive Summary
Everyone was discussing the massive tablet-like standard, similar to what happened with the mobile
touchscreen when Tesla launched the Model S in phone industry when touchscreen phones were
which they merged most of its vehicle controls. introduced. Just like smartphones, cars won’t just
But now, we have OEMs ranging from economy serve the single purpose of transportation, rather
car makers to the luxury car makers producing cars it will become a mobile office, gaming rig, mobile
with larger high-resolution touchscreen displays entertainment centre and more.
combined with advanced technologies like artificial The traditional cockpit has transformed into a digital from 2021 to 2028. According to research*, by 2030
intelligence, voice & gesture recognition etc. to offer There are a few challenges such as development product, similar to consumer smart devices. In that we could see 115 million vehicles with digital cock-
their customers a safer in-vehicle experience and of scalable & cost-effective hardware and perfor- evolution, carmakers are encouraged to trans- pit architecture to be shipped. Considering vehicle
personalized infotainment services. mance chips along with the challenge to effectively form their R&D and technology approach to stay production cycle, by year 2030 we expect to see a
integrate the car software with the outside world relevant. A review of the latest digital cockpits and full-scale digitization. OEM’s business will not just
At 2021 CES, Mercedes showcased their 56-inch applications. Also, with the evolution of autonomy connected services can be seen in umlaut’s recent finish at the dealership doorstep, rather it will be the
wide OLED screen equipped with 8 CPU processors and immersive car experiences, OEMs will need to benchmarking report published on March 11, 2021. beginning of opportunity for continuous revenue
and 24-gigabytes of RAM as part of their Mercedes ensure that the developed systems are safer from generation while satisfying the digital demand of
Benz User Experience (MBUX) Hyperscreen techno- cyber-attacks and meet the government regulatory umlaut connected car experts believe that the the future customers. OEMs can offer the in-vehicle
logy for the upcoming 2022 Mercedes EQS. This policies. Thus, we believe umlaut having in house emergence of digital cockpit will change the industry software-based services as part of a subscription
may sound like a lot, but with the emergence of 5G expertise in engineering, telecommunication and landscape from the sales & revenue perspective as to their customers by leveraging digital cockpit as
technology, artificial intelligence, edge computing consulting is the perfect partner for the car makers. well. According to recent market research, the digital the presenter platform.
and OEM adaptation this could become industry cockpit is expected to grow at a CAGR of 13.05%
4 5
umlaut Whitepaper umlaut Whitepaper
Evolution of Cockpit Fig. 01 Fig. 02
Classic Cockpit Digital Cockpit
As the world of technology is continuously ad- In the last 50 years, cockpit have evolved from just
vancing, so will the design of our vehicles. Ford being 8 track cassette stereos introduced by Ford Globally carmakers and Tier-1 have already included umlaut SMEs are also noticing tech companies like
Model T launched in 1908 had just one dashboard & Motorola in 1960s to the first in-car navigation digital cockpit in their future strategy. According to Samsung, Apple, Amazon are aiming to get into
instrument: an ammeter, with a top speed of just system introduced by Toyota in 1970s. Now, the ABI research between 2020 and 2030, 461 million the digital cockpit market. In a recent press release
45mph, and speedometer as optional. digital cockpit includes Touch-screen systems, In- vehicles with HUD and 115 million vehicles with digital Samsung launched its new 2021 Digital Cockpit,
car WIFI, Apps integration through Apple CarPlay, cockpit architecture will be shipped. which takes cockpit to another level. It now has
As the digital revolution continues, umlaut experts Android Auto in 2000s and 2010s to evolving into a 49-inch QLED display in the front, Automotive
expect the vehicle cockpit to change more in next-gen cockpit which includes high-resolution Samsung Health, which analyses the occupant’s
next 10 years than it has in the past 50 years. The display, Artificial Intelligence based virtual assis- health status before entering the vehicle.
goal of the future cockpit is to create an tants, OTA updates and Augmented Reality based
atmosphere that enhances Human Machine Heads-up display.
Interface and provide passengers the ability to
control vehicles with ease.
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Impact of CASE Trends on
Digital Cockpit
The continuous evolution of automotive technology be used for transport but will also provide more and make them feel comfortable and productive Also, these technologies will contribute more in
aims to deliver even greater and better driving ex- user-friendly screen-based HMI, reconfigurable with their time. Tier 1 supplier Faurecia has part- developing robust and safety solutions for next
perience. According to recent studies umlaut experts seating, space for work and individual-focused nered with ZF Friedrichshafen AG to develop more generation ADAS and Autonomous driving functions.
believe that in the next 10 years, the automotive cockpit design. advanced seats that can recline, lift, adjust and
automotive industry will experience some greater swivel to a variety of positions. Also, the mechanism
changes in technology, and these changes will be Connected, Electric and Autonomous vehicles are can quickly return the seat to its driving position
driven primarily by four mutually reinforcing trends envisioned as the key-technology trend which will and and integrate airbags and seat belts in the
Connected, Autonomous, Shared and Electric be impacting automotive cockpit on a large scale. seat structure to maintain optimum effectiveness
(CASE) vehicles. The connected car trend is forcing the growth in regardless of seating position.
two key products of cockpit – instrument cluster
umlaut In-vehicle and cockpit experts predict that and infotainment which makes up about two thirds Real-time driver monitoring innovative technologies
automated driving, MaaS (Mobility as a service) of the cockpit. like driver identification and authentication, head
and high-function driver assistance vehicles will position tracking for real-time augmented reality
alter how cockpit environment is being envisioned. OEMs also need to make sure that with increasing (AR), gesture recognition etc. uses sensor to track
Autonomous vehicle technology innovators (Waymo) levels of autonomous vehicles, it will allow driver and driver alertness and ensuring drivers safety.
envisioned that autonomous vehicles will not only co-passengers to partake more in cabin activities
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Digital Cockpit Industry Enabler
The automotive industry is in the era where it is not 2021 Lexus IS 2020 Mercedes-Benz A Class
OEMs will need to enable the Digital Cockpit with
just about the car’s transmission capabilities and MSRP: From $39,050 MSRP: From $35,650
the technologies that makes it as useful as other
exterior looks. According to umlaut‘s experts, the
smart devices around us. While developing pro- • No artificial intelligence-based • Artificial intelligence based MBUX techno-
software and electronics industries are together
ducts, the smart device makers focus on factors like technology logy
bringing a revolution in the automotive world. umlaut
user experience, personalization, and productivity. • Not available in options • MBUX interior assistant (Gesture Recogni-
SMEs believe that two factors are major enablers
OEMs will need to focus somewhat on similar lines • No keyword activation available tion) – Optional
which are pushing the OEMs towards Digital Cockpit
to continuously engage customers and enhance • Steering-wheel physical control button • 10.25-inch digital instrument cluster
transformation.
their in-vehicle experience. • Higher entry level price with legacy display – Optional
technology • „Hey, Mercedes“ keyword activation
Smart Device Era
Extra value for the money • Steering-wheel touch control buttons
Twenty years ago, who would have thought that
Due to stiff market competition in every sphere of • Lower entry level scalable price & technology
people would be using a 6.7-inch screen sized
businesses today, customers have multiple options
mobile phone with an ultra-fast processor, super
from which to choose, and thus expect extra value
retina XDR display and a touchscreen interface?
for their money while making buying decisions. This
And today we have iPhone 12 Pro in our hands.
buying behavior is pushing the OEMs to add digital like miles per gallon, low-cost maintenance, and customers within their own segment to design the
Nowadays, most of the devices around us are
technology features in competitive price ranges. value. And thus, economy and luxury car makers are cockpit to provide customers with maximum value.
already smart like smart watch, smart refrigerator,
not actually competing against each other in this
smart lights, and smart television. And now we are
BMW or Lexus car customer will focus more on style, digital transformation, rather they are competing One such example of competition within the luxury
in the era of the emergence of smart cars.
luxurious interiors, and superior technology whereas within their own segment to come out as the winner. car segment is between the 2021 Mercedes-Benz
economy car owners like Toyota will focus on factors Thus, every car maker will need to understand the A class vs 2021 Lexus IS.
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Identification of Top Digital
Cockpit Services
umlaut experts believe that cockpit related functionalities can be categorized into
four types: Convenience, Navigation, Safety & Security, Infotainment.
1. Convenience: 2. Navigation 3. Safety & Security: 4. Infotainment
This category will have the features which make This category will have the features which help This category of services will aim to enhance custo- This category of services will provide an enhanced
life for the driver and passengers easier and customers save time using its intelligent navigation mer’s driving experience by providing easier access experience while in the car.
help to save customers time or money system to vehicle’s feature controls and the latest technology
• On the go parking reservation and payment • Journey assist (multiple connected cars • Panoramic view monitor (use of cameras to • Gaming
services communicating to meet mid-way) give driver a view of nearby environments) • Video streaming
• On the go toll payments • On the way POI recommendations • Heads up display • Social media streaming
• On the go fuel payments • Live traffic updates & route optimization • Dashcam (A camera in the windshield can • Rear Seat Entertainment
• In car e-commerce • Journey cost analyzer record activity occurring in front of the vehicle) • In-vehicle internet services
• Pre-order food & beverage services • Automatic SOS & emergency calls
• Usage/Journey based insurance • Voice & gesture recognition controls
• Predictive maintenance • Driver monitoring system
• Driving scores and recommendations
• Office workstation with collapsible desk
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OEM Adaptability to Digital $ 47,84
Cockpit
Billion
CAGR
13.05%
$ 17,85
Billion
As discussed in this white paper, Connected Au- In a recent press release Stellantis and Foxcon an- 2020 2028
tonomous Sharing Electric (CASE) is leading nounced a 50/50 joint venture which will focus on
towards digital transformation, which means that infotainment, telematics and cloud service platform
enterprises will make full use of digital technolo- development with software innovations expected
gies (such as big data, cloud computing, artificial to include artificial intelligence-based applicati- an 800 Mio US-$ Investment fund (woven capital) with the user experience. Our expertise provi-
intelligence, etc). OEMs have started using their ons, 5G communication, upgraded over-the-air and two operating businesses focusing on future ded OEMS with recommendations to overcome
R&D budgets to focus on production digitalization. services, e-commerce opportunities and smart trends, like autonomous driving and connectivity the shortcomings found during the assessment.
cockpit integrations. (woven core & alpha).
Volkswagen, for example, started Future Automotive Consumers are understandably intrigued by digital
Supply Tracks (FAST) a supplier program, where With substantial improvement in chip computing According to recent market research Digital Cockpit cockpits, so are OEMs and Tier 1 suppliers, who are
new innovation teams have been formed. These power and storage capacity, the automotive industry Market was valued at USD 17.85 Billion in 2020 and realizing that connected vehicles interiors have the
teams possess the ability to push certain topics has entered the era of Industry 4.0 (intelligence) is projected to reach USD 47.84 Billion by 2028, potential to deliver an immersive digital experience
and share relevant supplier innovations through which will connect information systems in all business growing at a CAGR of 13.05% from 2021 to 2028. comparable to consumers‘ smartphones. And while
new communication channels, which therefore links. OEMs like Toyota started adjusting their orga- this presents considerable opportunity, there are
accelerates the innovation process. nizational structure with high priority on restructuring umlaut has started partnering with mid-segment several developmental challenges that OEMs must
Toyota’s advanced software company (TRI-AD) into and luxury car manufacturers to benchmark consider to achieve success.
a new holding called Woven Planet. It consists of their cockpits and connected services, along
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Generating revenue with Digital Package Type Revenue Category Use Cases
Over the air software updates & app downloads
Cockpit Services
Convenience On the go parking & reservation/toll/fuel payment
In car e-commerce (shopping, food ordering)
Journey assistant & cost analyzer
Navigation
Direct revenue Live traffic updates & route optimization
(directly selling products, features
Heads up display
or services to the customer and
monetizing them) Automatic SOS & emergency calls
Safety & Security
Driver monitoring system (alerts for fatigue or sleepy driver)
Voice & gesture recognition controls
In car internet services
Promotion of digital cockpit functions by OEMs for computing and the latest electronics trends will help Infotainment
some of the most advanced features and adoption vehicles become the next major data generator, In car streaming services by partnering with Spotify, Netflix
of these features in the mid-priced and economy just like mobile phones. Navigation On the way POI recommendations
Recommendation based revenue
segment passenger cars has created a positive (Using vehicle/user’s data to push Predictive maintenance
Safety & Security
customized offers/services to Usage based insurance services
environment for the cockpit industry. This evolution umlaut experts believe the key to providing successful customers)
has created an opportunity to convert the revenue service offerings for OEMs will be to offer a better Convenience Product advertisements & promotions
model from one-time sale to continuous revenue customer experience and not just trying to push for
post-sale. As more and more cars start connecting capturing revenue straightaway. To generate reve- 2. How to build the necessary technical capabili- 2. Recommendation based revenue genera-
to each other and get deployed with sensors, there nue from Digital Cockpit services, OEMs will need ties and key B2B partnerships? tion- this category will recommend/advertise
will be huge amounts of data that will be genera- to capture value from car & user data and prepare 3. How to clearly define the Cockpit related use products and services using vehicle and user
ted. Using this data to gain insights and creating to tackle the below three fundamental questions: cases and its related business model? level data
personalized products & services will become a key
factor in the future. Various industry types such as 1. How to develop a value proposition for custo- Creating avenues for revenue generation can be umlaut believes, services can be bifurcated into
e-commerce, video or music streaming, gaming mers to persuade them to share their personal categorized into two broader categories: four types such as convenience, navigation, sa-
or social media are using the customer’s data to data and preferences. So the key question be- fety & security infotainment. These services under
provide their customers a distinctive and perso- comes: how to provide products or services to 1. Direct revenue generation- this category will each type can either fall under direct revenue or
nalized experience. umlaut believes, with all the help customers save time or money, or increase offer products and services for which custo- recommendation-based revenue category. The
newly introduced concept of sensors, high speed their enjoyment of their time in their vehicles. mers can be charged directly table above shows the sample model of use
cases.
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Challenges Involved • Cybersecurity:
• Software Complexity: − Consumers are hesitating to purchase
− OEMs must adapt and integrate a wide connected cockpits due to security and
variety of elements including base ope- data privacy concerns. There are guide-
rating systems, virtualization technologies, lines (SAE J3061) and work-in-progress
Personalized experience, seamless connectivity application development frameworks, and standards (ISO/SAE 21434) to be conside-
between vehicle and external world and also en- automotive-specific features such as dia- red when developing a secure software for
suring driver assistance and safety are the major gnostic and radio/audio features automotive.
principles of driving automotive industry innovation. − Cybersecurity was the top challenge the
• Driver Safety: industry faces in delivering connected
Despite great efforts on OEM transformation, a − Drivers engaged with immersive experien- automobile.
few automakers are still facing challenges, due ce, safety of driver, passenger, and pede-
to underpowered transformation, and some de- strian should always be considered. • Regulations and Standards:
partment’s reluctance to transform or adapt to − Driver distraction, various governments − Increasing numbers of electronic compo-
changing technology. have identified driver distraction as an nents in vehicles are raising the number
issue that requires actions. of failures and risks to drivers and pass-
Another big challenge involved in adapting inno- − According to a recent study, drivers expe- engers. The ISO 26262 standard defines
vative technology for OEMs and tier 1 suppliers is rienced a 57% delayed reaction time using the need for functional safety through the
having a good understanding of the technology Apple CarPlay on a touchscreen compared entire lifecycle of vehicle electronics
that enables digital cockpit development. with just 12% delayed reaction time for a − ISO 16505:2019 — Ergonomic and per-
driver with a 0.08% blood-alcohol level. formance aspects of Camera Monitor Sys-
Recently, MBUX introduced Hyperscreen, tems should also be considered by OEMs
• Hardware Modules: • Communication Interfaces: Zero Layer large, curved screens that
− Development of highly powerful and inten- − Interfaces powered by ECUs that con- stretch the entire width of the car from left
se application processors. nect to cellular networks enable seamless to right A-pillar, where users do not have
− Sustainable system on chip transmission of data, within and outside a to scroll through submenus.
vehicle.
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umlaut experts believe that designing a digital There is tremendous pressure in the auto industry
cockpit is critical, digital instrument clusters are for both OEMs and auto suppliers to evolve and
a key element of the digital cockpit, and that the innovate. OEMs are demanding that Tier 1s develop
screens, displays and user interfaces (UIs) that digital mastery. Below are the key development
comprise these instrument clusters play a crucial trends leading tier 1 suppliers to adapt:
role in the overall driver experience.
In designing robust and secure digital cockpits, 1. Cockpit Domain control unit (DCU)
OEMs must consider the following: 2. Driver monitoring system (DMS)
3. Cockpit virtualisation technologies
• Digital cockpits feature a single ECU, which 4. Multi-display interaction
handles multiple functions. OEMs need to
address this co-existence of critic safety fea- Despite great efforts on digital transformation,
tures at the design stage, to best avoid safety automakers are still facing critical challenges. To
violations. overcome them, OEMs and tier 1 suppliers should
build in solutions as part of their business develop-
• Developing digital cockpits, OEMs need to ment strategy. Differentiation is always important.
maintain a delicate balance between design,
cost and performance. Development of digital
cockpit solution using the Hypervisor approach
for OS virtualization is still a costly proposition.
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Conclusion
Section 1: Conclusion
Just like technology has transformed how people
communicate, access food, and work remotely, the
digital cockpit is changing how we experience cars.
Future cockpits play a crucial role in moving towards
a more intelligent and personalized in-vehicle ex-
perience that is software- and services-oriented,
networked, and inter-operable. Technologies such as 5G, edge computing and cloud
computing, and self-driving have already started
Automakers and suppliers are revising car interiors making an impact in the automotive industry – The
with prominent displays and software integration to ideal digital cockpit can consolidate these complex umlaut Digital Cockpit Technology Deep Dive —
add personalization features while enhancing safety technologies into one access point that is simplified Upcoming Whitepaper 2:
and access to infotainment. At the foundation of such and seamless.
Stay tuned for our upcoming benchmark and the second
transformations are new system architectures which
whitepaper of this series.
are scalable to add flexibility of upgrading internal The above transformations of the digital cockpit
Our subject matter experts will cover topics including the
components, enable user-facing customization and disrupt how the automotive industry and consumers
are future proof to integrate in battery powered look at the future car. From the perspective of
cockpit system architecture, development of features, functions,
autonomous cars. The cockpit of the future is one manufacturers and suppliers, the car is developed and services as well as use cases in the ideal cockpit.
unified seamless product that dominates the car as a platform with a scalable system architecture
interiors, giving occupants new ways to interact with and for consumers it is a digital product – a cousin
the vehicle as well as with each other. of its smaller and complimentary smart devices.
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References Imprint
https://www.cnet.com/roadshow/news/digital-cockpits-future-infotainment-screen/
https://www.forbes.com/sites/forbestechcouncil/2018/07/31/move-over-autonomous-vehicles-the-digi-
tal-cockpit-is-speeding-past/?sh=1b53b5561054
https://europe.autonews.com/automakers/automakers-seek-new-revenue-streams-wireless-services-
upgrades
https://www.mckinsey.com/~/media/mckinsey/industries/automotive%20and%20assembly/our%20insights/
monetizing%20car%20data/monetizing-car-data.ashx
https://www.globenewswire.com/news-release/2021/03/01/2184321/0/en/OEMs-Digital-Transformation-
Strategy-Research-Report-2020-2021.html
https://www.wardsauto.com/industry/distraction-study-calls-out-touchscreens
https://www.automotiveworld.com/articles/connectivity-shapes-the-future-of-the-cockpit/
https://community.arm.com/developer/ip-products/system/b/embedded-blog/posts/the-future-
Authors
of-safety-in-the-digital-cockpit?_ga=2.213860436.11869636.1620795593-1411730382.1620271621&_
Navid Firouz
gac=1.80814565.1620880595.CjwKCAjw-e2EBhAhEiwAJI5jgzkF_g9a6uVUMrOkRSu6OLwHVKjCbeOrQhB5D-
Navid.Firouz@umlaut.com
YNnEp1C7qV-A5-hxoCntoQAvD_BwE
https://www.autocarpro.in/feature/evolving-digital-cockpit-path-autonomous-driving-27844 Anuj Neema
Anuj.Neema@umlaut.com
https://www.abiresearch.com/press/digital-cockpit-be-mainstream-2030-due-major-restructure-
connected-automotive-infotainment-architecture/
Sunil Sharma
*- Abi Research Sunil.Sharma@umlaut.com
24 25umlaut SE Am Kraftversorgungsturm 3 52070 Aachen Germany www.umlaut.com
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