The partnership between Google and Mercedes-Benz is one of the largest and most dynamic in the automotive industry. The German automaker will work with Google to control its intellectual property and marketplace, while drivers will enjoy navigation, maps and YouTube provided by Google. With this cooperation, Mercedes-Benz sets the example for other automakers to follow in order to remain competitive in a market dominated by technological innovation.
The proposed deal between Google and GM provides the company’s drivers with access to many of the same Google services and apps they use on their smartphones, while compromising little control over how they are accessed in the car. This carefully calibrated balance is aimed at satisfying both drivers and Google, who want to offer their services without having complete control over how they are used.
Mercedes-Benz’s announcement that it is licensing its autonomous car technology to Uber could prove to be a major win-win for both companies. By partnering with Uber, Mercedes-Benz can gain access to the ride sharing giant’s large customer base and talented engineering team, while Uber gains access to a leading car manufacturer’s autonomous technology.
This agreement is a key component of Google’s entrance into the automotive market. The platform will be available in Mercedes-Benz vehicles equipped with MB.OS, and will provide enhanced navigation and driving features.
As Google and Alphabet CEO Sundar Pichai noted, the partnership will extend beyond this. The companies plan to work together on a number of projects, including improving natural language processing and machine learning as well as expanding access to search engine results for people with disabilities.
Google is combining its Artificial Intelligence (AI) and data capabilities with Mercedes-Benz to help the luxury car maker speed up its sustainability efforts, advance autonomous driving, and create an enhanced customer experience. The agreement was announced at the Consumer Electronics Show (CES) in Las Vegas on Monday.
Mercedes has been working on its own operating system for several years now. That operating system, MB.OS, will launch in the next generation of Mercedes vehicles (internally called MMA), which are expected to go into production toward the end of 2024. MB.OS is a heavily modified version of Android, and it will feature a number of new features specifically designed for Mercedes cars. These features include support for augmented reality and autonomous driving, both of which are likely to become increasingly important in the future.
Third-party app support is key for Mercedes-Benz in trying to differentiate its fleet from those of competitors. By building its own Linux-based system, the company can ensure that its customers have access to a variety of proprietary and third party apps and services. This allows them to tailor their car experience to their individual needs, rather than have it be standardized across the industry.
Customers can access the first new features from the partnership by downloading an over-the-air update starting today. Place Details, a feature provided by Google, will allow customers to see where their vehicle has been and accessed information like fuel levels and maintenance logs. The updates are available as soon as they become available from Mercedes-Benz, so patients don’t have to wait years for the first fruits of this collaboration.
The Mercedes-Benz MB.OS system will provide customers with access to various apps, like TikTok and Zoom, from the car’s infotainment system. The MB.OS precursor is also slated to debut in the new E Class this year, which will make using mobile devices while driving even more convenient for drivers.
Mercedes is determined to have a comprehensive, powerful MB.OS that will lure drivers away from using external middleware products like Apple CarPlay and Android Auto. If successful, this would mark a significant shift in the automotive industry, and could result in more customers adopting Mercedes-Benz vehicles as their go-to choice for tech integration.
MB.OS is designed to eliminate the need for smartphones by integrating with other devices in a home, such as fridges and thermostats, which would allow users to connect and control their electronics without ever having to remove them from the socket. This would be accomplished through artificial intelligence and smart technology that learns about the user’s habits, reducing or eliminating the need for unnecessary inputs.
