BMW Group to Integrate Amazon Alexa in all Mid-2018 BMW and Mini Models

In September 2017, Amazon announced that BMW group will integrate its Alexa voice assistant into mid-2018 BMW and MINI models in the U.K., U.S., and Germany. Owners of these models will be able to interact with Alexa vocally to control certain embedded functions (such as in-car navigation), make purchases en route, access content such as music or Audible audio books, and control smart home devices and their functions.

The Alexa voice assistant will be tightly integrated with the remainder of the vehicle HMI, occasionally accompanying user commands with visual feedback. BMW previously partnered with Amazon to develop an Alexa Skill that enabled many of the typical Connected Drive remote control functions, such as activating the climate control systems, via the Alexa voice assistant.

Once again, the in-vehicle experience is being shaped by consumer experiences shaped in markets adjacent to automotive. Embedded touch screen displays and automotive application frameworks have been modelled after the experience associated with consumer electronics, smartphones and tablets. In its most extreme form, smartphone integration protocols such as Android Auto and AppleCar Play have enabled safe use of smartphone functions through the embedded HMI.

In similar fashion, the widespread use of voice assistants in the smart home has driven Original Equipment Manufacturers (OEMs) to integrate solutions such as Amazon’s Alexa, to provide consumers with a more integrated digital lifestyle.

This announcement, closely following similar announcements by Ford and Volkswagen, represents an important and much needed boost for voice controls in consumer vehicles. To date, the development of HMI technologies for consumer vehicle infotainment has been defined by the need to minimize driver distraction, the ultimate goal being an interface which minimizes all of the three principal forms of distraction: manual, cognitive, and visual. Voice controls enable users to operate vehicle functions without requiring them to divert their gaze from the road ahead, or to compromise their manual control of the vehicle. More recently, AI-based voice assistants have further minimized cognitive distraction; delivering a more natural, conversational experience, rather than requiring users to memorize and recall a vocabulary of pre-set instructions. Therefore, if humans play a central role of the driving process, the relevance of voice controls in cars is guaranteed.

However, it is important to consider what role there will be for an interface so centered on distraction minimization in a fully autonomous era. When people no longer play any role in the driving process, brought in devices such as smartphones and tablets can be used without any safety considerations.

Indeed, the problem expands beyond voice interfaces, with OEM ownership of the in-vehicle experience being under threat. As discussed in ABI Research report OEMs developing autonomous vehicles are seeking to retain ownership of the in-vehicle experience by developing an interior space which adapts to the individual needs of each user, and which seamlessly integrates with the remainder of the user’s digital life, leading to unique use cases, such as the Car as an Office and the Car as a Living Space. Therefore, as voice assistants establish themselves as a key interface in the smart home, they are likely to remain a key feature in the fully autonomous car, as OEMs / Mobility Service Operators strive to deliver a consistent user experience between the smart home and connected car.