Chipmaker Qualcomm Unveils Digital Systems for Future BMWs, Mercedes, and More
At the 2023 Munich Motor Show, chip maker Qualcomm showcased its own concept car to demonstrate the latest advancements in in-car infotainment made possible by its Snapdragon ‘system on chip’ platform. While Qualcomm is primarily known for its smartphone chips, it has established itself as a key player in the automotive industry with its Snapdragon Digital Chassis architecture.
Qualcomm’s Snapdragon Digital Chassis architecture is helping the automotive industry transition from analog to digital, and many car manufacturers have partnered with Qualcomm to leverage its computing power. The significance of Qualcomm’s role is evident in the number of car makers publicly acknowledging their partnership, which is uncommon for suppliers.
BMW’s development boss, Frank Weber, joined Qualcomm CEO Cristiano Amon on stage in Munich to discuss the digital capabilities that Qualcomm’s computing power will unlock in BMW’s Neue Klasse range of cars starting in 2025. Mercedes-Benz is also utilizing Qualcomm’s technology for its upgraded MBUX operating system, which runs on the new Superscreen in the latest E-Class. The Qualcomm Digital Cockpit and associated software promise faster reactions, augmented reality, and smarter navigation.
However, BMW and Mercedes are just the beginning. Stellantis is relying on Qualcomm to deliver software-enabled features in its new electric cars, Renault has announced that Qualcomm will invest in its Ampere electric spin-off division, and Jaguar Land Rover will incorporate Qualcomm’s 5G modem starting in 2025. Amon believes that software-defined cars have the potential to reshape the global economy, just as smartphones did.
Qualcomm envisions several ways its technology will enable this transformation:
Sync with Your Life
With Qualcomm’s technology, your car can seamlessly integrate with your phone and tailor interactions based on your preferences. Similar to how your phone knows your bank details and schedule, your car will have access to this information, making it easier to navigate to appointments, suggest nearby parking options (including valet parking), and facilitate payments.
Augmented Reality
The Digital Chassis concept involves interlinked smart chips that serve as the brains behind everything in the car, providing more information to the driver. For example, a roof-mounted camera can scan a car park for available spaces, project them onto an augmented reality head-up display, and guide the driver to the spot. Alternatively, the car can use vehicle-to-everything (V2X) technology to obtain information from the parking garage itself. Qualcomm’s Ride platform, with its autonomous features, can further assist in parking.
AI Fail
During Qualcomm’s demo, artificial intelligence (AI) was used to create a driving route that included local Munich sites. While AI successfully acted as a tour guide by providing relevant facts, it also generated pictures of the buildings that looked nothing like the originals. This demonstrates that while AI will play a significant role in delivering information to cars, there are instances where pulling over and using search engines may be more reliable.
Slicker Displays
Qualcomm’s demo showcased a full-length screen that is already powering the 55-inch display in the new Cadillac Escalade iQ. The display offers coherent clarity and useful graphics, such as an inactive 3D visualization of the car to change specific features. This was made possible using Epic Games’ Unreal Engine, originally developed for 3D games but increasingly utilized in other industries.
Qualcomm’s appeal to manufacturers lies in its platform’s versatility. It serves as an enabler for technology rather than imposing a specific way of doing things.
In conclusion, Qualcomm’s Snapdragon ‘system on chip’ platform is revolutionizing the automotive industry by enabling digital transformations in cars. With partnerships with major car manufacturers like BMW and Mercedes-Benz, Qualcomm’s technology promises to deliver enhanced infotainment experiences, augmented reality capabilities, and seamless integration with smartphones. As more manufacturers embrace Qualcomm’s technology, software-defined cars have the potential to reshape the global economy.