How Automakers Can Thrive Without CarPlay
In a previous post, we examined recent shifts in the automotive industry where automakers are retaking control of the dash and moving away from CarPlay and Android Auto. Here we look at how automakers can achieve success without CarPlay and Android Auto.
Tesla and Rivian, among a few other brands, have successfully operated without CarPlay or Android Auto, providing arguably superior and definitely more integrated infotainment experiences. However, achieving success without these platforms requires automakers to provide a great user experience and be vigilant in releasing regular updates.
The Tesla Example
Tesla’s success in the EV market without CarPlay or Android Auto demonstrates that it is possible to thrive without relying on these third-party platforms. Tesla’s proprietary infotainment system is known for its superior user interface and seamless integration with the vehicle's functions. This level of integration allows Tesla to offer features that third-party platforms cannot match.
Rivian’s Commitment
In a July 22 interview with The Verge, Rivian founder and CEO RJ Scaringe reiterated that the company will continue not to integrate CarPlay in their vehicles because CarPlay cannot interact with many parts of the vehicle, forcing drivers to leave the app. It would also prevent the company from offering a consistent experience. They are committed to delivering the services customers want but in an integrated and à la carte basis.
Consumer Preferences
A September 2023 McKinsey & Company report showed that 85 percent of car owners with Apple CarPlay prefer it over the OEM’s built-in service. This is in part understandable because many infotainment interfaces, particularly navigation systems, have been truly awful in the past.
This perception can be turned around, but to do so automakers must develop and maintain superior user interfaces, native apps, and frequent updates.
Challenges and Opportunities
Automakers face challenges in providing a comparable experience to CarPlay and Android Auto. The in-vehicle infotainment experience must cover the services that customers expect with an interface that is easy to use and doesn’t require a long learning curve.
As automakers look to reclaim control over the in-vehicle experience, they have an opportunity to create infotainment systems that surpass the capabilities of CarPlay and Android Auto because of several unique advantages that automakers possess:
Direct Access to Telematics: Automakers have direct access to the vehicle's telematics data, allowing for precise and integrated information sharing, enabling features such as accurate range prediction and range-aware routing. They can also offer features such as predictive maintenance alerts, real-time diagnostics, and personalized driving recommendations that third-party platforms cannot offer.
Full Control of the Display: With complete control over the vehicle's display, automakers can design interfaces that are perfectly tailored to their vehicles. This includes optimizing screen real estate for different driving conditions and creating a cohesive visual identity that enhances brand loyalty.
Integration with Multiple Displays: Modern vehicles often come equipped with multiple displays, from the instrument cluster to heads-up displays and passenger entertainment screens. Automakers can ensure that all these screens work together seamlessly, providing a unified experience that is both immersive and functional.
Full Integration with the Mobile App: CarPlay and Android Auto excel in offering a seamless transition to the phone because all content comes from the phone. However, automakers can leverage their mobile app to provide customers with a single point of control for all aspects of the in-car experience. This can include features such as pre-setting navigation routes, remote vehicle control, and syncing user preferences across devices and across vehicles.
Unified Access to Vehicle Functions: Unlike CarPlay and Android Auto experiences, which often require users to switch interfaces to access vehicle functions, a fully integrated system can provide one-stop access to everything from climate control to seat adjustments. This reduces driver distraction and enhances convenience.
Essential Elements for Superior Infotainment Systems
To achieve an infotainment system that truly surpasses CarPlay and Android Auto, automakers need to focus on several key areas:
Best-in-Class Navigation Interface: Creating a navigation system that provides high accuracy, real-time updates, and advanced features such as traffic alerts factoring traffic, weather, and charging needs is crucial. The design should be intuitive and easy to use.
Streaming Media Services: Automakers must integrate popular streaming services to offer a wide variety of content options. This includes a variety of music services, podcasts, and even video streaming for passengers, catering to diverse customer preferences and ensuring that all entertainment needs are met. For example, Tesla and Rivian added support for Apple Music in late 2022 and 2024, respectively, to give customers more of the services they rely on.
User-Friendly UI: A user interface that is incredibly easy to use is essential. This means designing with the user in mind, ensuring that all controls are intuitive, responsive, and accessible. It means considering regional and cultural preferences. Regular updates and improvements based on user feedback will help maintain high standards and user satisfaction.
What Happens Next?
As mentioned in a previous post, GM has spearheaded this shift as a mainstream automaker that chose to initiate parting ways with CarPlay and Android Auto. The automotive industry stands at a crossroads. Will other OEMs follow GM’s lead, reclaiming control over the infotainment experience and the valuable data it generates? Or will the consumer preference for third-party platforms force automakers to maintain a status quo, diluting their direct engagement with customers?
The answer will depend on whether automakers can match or exceed the usability and reliability of systems like CarPlay and Android Auto without compromising consumer trust. This will require ongoing investment, as those platforms and the apps they offer will continue to improve.
The Path Forward
As the transition to EVs opens the window to fresh consumer expectations, OEMs have an opportunity to deliver a superior experience that’s tightly integrated with the vehicle. However, they are also in the precarious position where any missteps can be costly and destroy customer loyalty. Straddling the middle ground, where CarPlay is optional, results in investments in developing and supporting infotainment services that may never get used.
Automakers cannot simply revert to the pre-CarPlay user experience but must provide one that exceeds it. This requires continued investment in software and regular updates, something that—aside from Tesla—OEMs have not demonstrated a strong ability to do.
As consumers become more tech-savvy and demand higher levels of integration and functionality from their vehicles, the pressure on automakers to innovate and improve their in-house solutions will only intensify. The industry is at a pivotal moment, where the decisions made today will shape the future of automotive technology and user experience for years to come.
About Sanboca Insights
At Sanboca Insights, we specialize in tackling challenges unique to the automotive industry, enhancing the journey from concept to deployment. We partner with leading automakers across the Americas, Europe, and Asia, where we deliver strategic guidance to refine technology roadmaps, accelerate development, forge partnerships, and unveil new opportunities.
Are you ready to lead the charge in redefining the automotive user experience? Contact us today to start your journey toward a more integrated and data-driven future.