Global Infotainment and Human Machine Interface (HMI) Strategy of Premium OEMs, 2016–2017

Biometrics Solutions and Virtual Assistant are the Primary Focal Points for Luxury OEMs as the Commercialization of Autonomous Cars Nears

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The automotive industry is reliant on the infotainment market, as HMI plays a key role in the interaction between users and the vehicle. Key HMI technologies that dominate the mass market include large touchscreen interfaces with touch gestures, hybrid instrument clusters, and connected navigation, to name a few. Although availability of advanced HMI solutions such as air gestures and Heads Up Display (HUDs) is restricted to luxury OEMs, mass-market OEMs are offering value-for-money solutions to entice customers. This study includes OEMs’ current infotainment; multimedia features, output, and input HMI are benchmarked across selected models in their range. The flagship from each OEM’s portfolio is analyzed and its features are listed out. Major HMI trends are analyzed along with their advantages, suppliers, and OEMs adopting the specific technology. Highlights of market participants’ connected services are discussed along with the services offered by each OEM.

What is the future cockpit strategy for luxury market OEMs and what are the best practices followed across their models?
The onset of autonomous cars is set to usher in a new chapter for infotainment and connected services. As drivers have reduced responsibilities and are free to use infotainment services, the role of infotainment in the automobile has increased. OEMs are investing in infotainment and HMI to ensure a smooth transition to an autonomous future. HMI solutions are taking centre stage, as OEMs are looking at converging industries to bring solutions such as augmented reality, virtual assistants, and biometrics. User interface shares the limelight with other HMI, as a seamless experience with minimal lag is the key to ensuring user satisfaction. A simple menu structure with minimal buttons and an intuitive interface is preferred.

Luxury OEMs are also increasing their Research and Development (R&D) efforts to develop precision biometric driver monitoring, customization features using facial and eyelid monitoring, steering inputs, heart rate, and breathing pattern analysis. Increasing focus on authentication, personalization, driver monitoring—autonomous hand over—has flooded the R&D pipeline of OEMs with biometric solutions such as voice, heart rate, facial, iris, and finger print recognition.

This study answers the following questions:
• What are the Human Machine Interface (HMI) solutions adopted by mass market OEMs?
• What are the infotainment solutions by mass market OEMs?
• What are the luxury OEMs’ connected services highlights?
• What are their current offerings in the HMI and infotainment space across their portfolios?
• Which is the champion model in each luxury-market OEM and how are these models differentiating themselves from others in terms of HMI?

Multi Media Information(MMI) is the simplest of the three German haptic controllers. Audi might abandon haptic for a touch-based three display approach in its upcoming A8 and other models to support autonomous scenarios. Command controller has been the central HMI strategy for Mercedes-Benz and for Electric Vehicles (EVs), Mercedes is adopting a full-touch approach (as shown on the EQ concept).

Table of Contents

1. Executive Summary
HMI Review of Luxury OEMs—Current HMI Landscape
BMW HMI Input/Output Highlights
Mercedes-Benz HMI Input/Output Highlights
Audi HMI Input/Output Highlights
Cadillac HMI Input/Output Highlights
Genesis HMI Input/Output Highlights
Infiniti HMI Input/Output Highlights
JLR HMI Input/Output Highlights
Lexus HMI Input/Output Highlights
2. Research Scope
Research Scope and Objectives
Research Methodology
3. Market Trends and Analysis
Major HMI Market Trends
HMI Trends—Voice and Driver Monitoring (Biometrics)
HMI Related Trends—AR HUD and Networked Display
Futuristic HMI—BMW Holo Active Touch
Daimler’s Unified Digital Platform
New EV OEMs’ HMI Highlights
4. BMW Profile
BMW Connected Services Highlights
Benchmarking of Current Infotainment/Multimedia Features
Benchmarking of Current Input/Output HMI Systems Features
Champion Model Highlights—7 Series
5. Mercedes-Benz Profile
Mercedes-Benz Connected Services Highlights
Benchmarking of Current Infotainment/Multimedia Features
Benchmarking of Current Input/Output HMI Systems Features
Champion Model Highlights—S Class
6. Audi Profile
Audi Connected Services Highlights
Audi Current Connected Car and HMI Strategy Reasoning
Benchmarking of Current Infotainment/Multimedia Features
Benchmarking of Current Input/Output HMI Systems Features
Champion Model Highlights—Audi A3
7. Cadillac Profile
GM Connected Services Highlights
Cadillac Current Connected Car and HMI Strategy Reasoning
Benchmarking of Current Infotainment/Multimedia Features
Benchmarking of Current Input/Output HMI Systems Features
Champion Model Highlights—Cadillac CT6
8. Genesis Profile
Genesis Connected Services Highlights
Genesis Connected Service and HMI Philosophy
Benchmarking of Current Infotainment/Multimedia Features
Champion Model Highlights—G90
9. Infiniti Profile
Infiniti Connected Services Highlights
Infiniti Current Connected Car and HMI Strategy Reasoning
Benchmarking of Current Infotainment/Multimedia Features
Benchmarking of Current Input/Output HMI Systems Features
Champion Model Highlights—Q70 L
10. Jaguar Land Rover Profile
JLR Connected Services Highlights
JLR Current Connected Car and HMI Strategy Reasoning
Benchmarking of Current Infotainment/Multimedia Features
Benchmarking of Current Input/Output HMI Systems Features
Champion Model Highlights—Jaguar XJ
11. Lexus Profile
Lexus Connected Services Enform
Lexus Current Connected Car and HMI Strategy Reasoning
Benchmarking of Current Infotainment/Multimedia Features
Benchmarking of Current Input/Output HMI Systems Features
Champion Model Highlights—LX
12. Growth Opportunities and Companies to Action
Growth Opportunity
Strategic Imperatives for Success and Growth
5 Major Growth Opportunities in HMI and Infotainment Strategies
13. Conclusions
Conclusions
Legal Disclaimer
14. Appendix
Market Engineering Methodology

Infographic



List of Figures & Charts

1. Infotainment and HMI Strategy of Premium OEMs: HMI Landscape, Global, 2016–2017
2. Infotainment and HMI Strategy of Premium OEMs: OEMs Considered, Global, 2016–2017
3. Infotainment and HMI Strategy of Premium OEMs: BMW—Current Infotainment/Multimedia Features, Global, 2016–2017
4. Infotainment and HMI Strategy of Premium OEMs: BMW—Input/Output HMI Systems Features, Global, 2016–2017
5. Infotainment and HMI Strategy of Premium OEMs: Mercedes-Benz—Current Infotainment/Multimedia Features, Global, 2016–2017
6. Infotainment and HMI Strategy of Premium OEMs: Mercedes-Benz—Current Input/Output HMI Systems Features, Global, 2016–2017
7. Infotainment and HMI Strategy of Premium OEMs: Audi—Current Infotainment/Multimedia Features, Global, 2016–2017
8. Infotainment and HMI Strategy of Premium OEMs: Audi—Current Input/Output HMI Systems Features, Global, 2016–2017
9. Infotainment and HMI Strategy of Premium OEMs: Cadillac—Current Infotainment/Multimedia Features, Global, 2016–2017
10. Infotainment and HMI Strategy of Premium OEMs: Cadillac—Current Input/Output HMI Systems Features, Global, 2016–2017
11. Infotainment and HMI Strategy of Premium OEMs: Genesis—Current Infotainment/Multimedia Features, Global, 2016–2017
12. Infotainment and HMI Strategy of Premium OEMs: Infiniti—Current Infotainment/Multimedia Features, Global, 2016–2017
13. Infotainment and HMI Strategy of Premium OEMs: Infiniti—Current Input/Output HMI Systems Features, Global, 2016–2017
14. Infotainment and HMI Strategy of Premium OEMs: Jaguar Land Rover—Current Infotainment/Multimedia Features, Global, 2016–2017
15. Infotainment and HMI Strategy of Premium OEMs: Jaguar Land Rover—Current Input/Output HMI Systems Features, Global, 2016–2017
16. Infotainment and HMI Strategy of Premium OEMs: Lexus—Current Infotainment/Multimedia Features, Global, 2016–2017
17. Infotainment and HMI Strategy of Premium OEMs: Lexus—Current Input/Output HMI Systems Features, Global, 2016–2017


1. Infotainment and HMI Strategy of Premium OEMs: BMW Input/Output Highlights, Global, 2016–2017
2. Infotainment and HMI Strategy of Premium OEMs: Mercedes-Benz Input/Output Highlights, Global, 2016–2017
3. Infotainment and HMI Strategy of Premium OEMs: Audi Input/Output Highlights, Global, 2016–2017
4. Infotainment and HMI Strategy of Premium OEMs: Cadillac Input/Output Highlights, Global, 2016–2017
5. Infotainment and HMI Strategy of Premium OEMs: Genesis Input/Output Highlights, Global, 2016–2017
6. Infotainment and HMI Strategy of Premium OEMs: Infiniti Input/Output Highlights, Global, 2016–2017
7. Infotainment and HMI Strategy of Premium OEMs: JLR Input/Output Highlights, Global, 2016–2017
8. Infotainment and HMI Strategy of Premium OEMs: Lexus Input/Output Highlights, Global, 2016–2017



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