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 in to 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, 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 and 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.”