Navi OEMs Need to Innovate vs. 'Aggressive' Google Maps Move: SA

Google’s entry into the OEM navigation market is giving Google Maps “an even greater strategic advantage,” said Strategy Analytics Monday. “The transition of Android from simply a smartphone projection solution to a full embedded operating system has really shaken up the infotainment and navigation segment,” said analyst Edward Sanchez. Google’s “aggressive entry into the automotive space has been a real wake-up call for the legacy players in this market,” said analyst Richard Robinson. Those who thought the company’s ambitions in the segment ended with Android Auto were “mistaken,” said Robinson: “It’s a whole new game now, and the key to success will be ongoing innovation.” Ford, General Motors, Honda, Renault-Nissan and Volvo/Polestar publicly committed to Google Automotive Systems, being called “Google Built-In," Sanchez emailed. The platform is "rapidly gaining popularity with OEMs," he said. Android "is not necessarily synonymous with Google” on ownership and curation of the technology stack, said Sanchez: "Harman’s Ignite platform is Android-based, but allows the OEMs to have greater control of the curation and management of the stack, data and app ecosystem."