In-house tech, software and AI key in race to build best car on the roads

Key Concepts

• In-house Technology Development: Automotive manufacturers are increasingly developing their own chips, software, and AI systems rather than relying on external suppliers.
• Autonomous Driving: Utilizing machine learning and AI to create self-driving capabilities.
• Operating Systems (OS) for Vehicles: Developing proprietary OS to control vehicle functions and enhance the driver experience.
• Advanced Driver-Assistance Systems (ADAS): Employing sensors, software, and AI for 360-degree vehicle awareness and improved safety.
• "Super Brains" (Computing Power): Increased computational resources dedicated to safety, driver assistance, and vehicle integration.
• Future-Proofing: Designing systems to be adaptable and capable of incorporating future technological advancements.

The Shift to In-House Automotive Technology

Leading car manufacturers are undergoing a significant strategic shift, prioritizing the development of in-house technology – specifically chips, software, and artificial intelligence – as a key differentiator. The competitive landscape is evolving beyond traditional metrics like price and range, with technological prowess now central to success. This move is driven by the desire to create smarter, more seamless, and safer vehicles.

Axung’s Approach: Robotics & Autonomous Driving

Chinese car maker Axung is actively pursuing a fully integrated technology stack. They are leveraging machine learning technology initially developed for humanoid robots to refine autonomous driving capabilities. The company intends to launch this technology in Singapore. A core principle of Axung’s strategy is complete control over the development process, starting with the chip design and extending to hardware integration. As stated by a representative, “Once we have that in the robots, we can also adapt that in our cars. What’s importantly in cars is also about autonomous driving and future proofing our cars. So that’s one of the great things that we do with Xbook is that we do everything in-house especially from the ground up with the chip and then adopting it to uh the hardware that we have.” This highlights the emphasis on future-proofing their vehicles through internal innovation.

New Operating Systems & Enhanced Drivability

Another car manufacturer is implementing a new operating system (OS) across at least 40 upcoming models. This OS is designed to be “smarter” and improve the overall driving experience. The system benefits from increased computing power, described as “four super brains,” which are allocated to safety systems, driver assistance features, and the integration between the driver and the vehicle. The company’s engineers are solely focused on optimizing the drivability of the car through this new OS. This demonstrates a commitment to a holistic approach, where software directly impacts the vehicle’s performance and user experience.

360-Degree Safety Systems & ADAS

Safety is a paramount concern driving this technological push. One car maker has developed an in-house system utilizing sensors, software, and AI to create a comprehensive 360-degree model of the vehicle’s surroundings. This Advanced Driver-Assistance System (ADAS) continuously monitors road and traffic conditions, enhancing safety by providing a complete awareness of the vehicle’s environment. The system is currently deployed in China and is undergoing approval processes for use in Singapore.

Evolving Consumer Expectations & the Intelligence Race

Consumer expectations regarding Electric Vehicles (EVs) are rapidly changing. Beyond sustainability, buyers now prioritize safety and “smart” features. As a representative noted, “People’s expectations for EV product has changed. It has accelerated. People are looking beyond just having a more sustainable energy, but safety. It has to be smart. It has to be practical.” This shift in demand is fueling the race among automotive brands, with intelligence – rather than traditional engine power – becoming the deciding factor in market success.

Synthesis

The automotive industry is undergoing a fundamental transformation, moving away from a focus on mechanical engineering towards a software and AI-driven future. The trend of in-house technology development is driven by the need for greater control, future-proofing, and the ability to deliver increasingly sophisticated safety features and driving experiences. This shift signifies that the future of driving will be defined not by horsepower, but by the intelligence embedded within the vehicle.