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Auto makers at a watershed

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Automotive brands find themselves at a fascinating watershed in society’s evolution. As is typical of periods of dramatic change, this presents many opportunities and new innovations that communicate with their customers, says TREVOR HILL, Head of Audi SA.

Vehicle manufacturers have had to innovate in developing more integrated mobility solutions and invest heavily in technology and innovation across the entire automotive value chain. These new innovations form part of the digital revolution within the automotive industry.

As a global, premium and innovative automotive brand, Audi‘s digitalisation journey can be found in many areas of the business. The application of artificial intelligence opens up a new dimension of performance for both the product and the entire value chain. As a digital car company, Audi is digitising all processes at the company: from product development with virtual reality; creating a factory environment with intelligent robots and to retail showrooms with the latest digital technology.

Since 2003, Audi has been using virtually created 3D models as a firm element of its vehicle development process. The company is now also testing a so-called virtual reality holodeck so that the design of new automobile models can be virtually assessed at an early stage. With the VR holodeck, a realistic impression of the proportions of future Audi models is obtained and allows employees from development and production to virtually assess the structure of a vehicle before it goes into production.

Additional areas in which virtual-reality technologies are already applied at Audi include virtual training for employees in packing logistics and the Audi VR experience for customer advice. The latter allows potential customers to virtually configure their desired car and to experience all optional equipment in a realistic way.

These digital advancements have presented an exciting time for automotive companies who are prepared to rise to the challenge within the retail environment.

The process of purchasing a car, for instance, needs to be completely re-evaluated. The old ways of driving out to a showroom on the edge of town to ask a Dealer for his advice are numbered.  Today, thanks to the internet, we can all educate ourselves about our options, our price range and our preferences before we even set foot into a Dealer showroom. The average customer is quite knowledgeable by the time he or she meets a sales person for the first time.

The role of company staff has thus changed from being providers of information, to being brand experience custodians.

At Audi, we know that when customers come to us, they already have som experience of our brand. Now they’re looking for a heightened level of engagement with us. They want to feel and live the brand.  We learned some years ago that this can mean a lot more than going for a test drive around the block. An example of this is the Audi City showrooms or the Audi Customer Private Lounge concept.

These showrooms, currently in London, Beijing, Berlin, Paris, Moscow and Istanbul, are interactive experiences that reinvent how a customer goes about buying a car. The virtual, digital nature of these showrooms means that they can be located in the heart of central business districts, where space is at a premium, and can recreate every one of the hundreds of millions of designs combinations which Audi offers, as the client customises the car of his or her choice.

Floor-to-ceiling screens – called powerwalls – produce an immersive experience as the customer creates the Audi of their dreams in photo-real detail, selecting the model variant and every specific detail with the assistance of an Audi professional.  Whether you want an Audi A5 with Java Brown paintwork, leather upholstery and red stitching, or a Vegas Yellow Audi Q2 with stylish wheels, you can create your dream vehicle on a tablet device, and then see it projected before your eyes.

Test drives can be arranged for a later date, but the power of the virtual brand experience is such, that a significant percentage of customers already choose to purchase their Audis without ever having driven a test vehicle!

At the Berlin showroom, we find that customers spend on average of 25% more on their purchases of Audi cars, as the showroom brings their custom specifications to life. The digital showroom concept has already been integrated into many of the Dealerships worldwide.

The idea is to move towards seamlessly integrated automotive shopping, buying and owning – across whichever channel the customer prefers. This all serves to enhance the brand experience, which has now been effectively separated or used to support the physical brick-and-mortar terminal.

The traditional Audi Dealership will also evolve and expand on as the brand prepares itself for the introduction of fully electric vehicles under the Audi e-tron umbrella. Dealerships would need to accommodate for charging station infrastructure and the subsequent storage facilities for the vehicles.

The rise of the sharing economy has seen an increase in ride-hailing and car-sharing services, which means – among other things – that fewer customers are feeling the need to own a car. Automotive manufacturers like Audi are also looking beyond traditional ownership models, and investing in “shared mobility” alternatives, what we term as Audi On Demand. In the future, the success of our companies will be measured in “kilometres travelled” as opposed to “vehicles sold”.

The digital revolution is tangible at Audi. For us, Vorsprung goes far beyond the car. With everything we do, we want to make our customers’ lives easier. We give them time, connect them with their environment, and offer them sustainable solutions and unique experiences.

Cars

Auto rivals team up for connected car demo

Rivals BMW, Ford and Groupe PSA, maker of Peugeot and Opel cars, have teamed up with the 5G Automotive Association (5GAA), Qualcomm Technologies and Savari for Europe’s first live demonstration of C-V2X direct communication technology operating across vehicles from multiple auto manufacturers.

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The live demonstration also featured a live showcase of C-V2X direct communication technology operating between passenger cars, motorcycles, and roadside infrastructure. C-V2X is a global solution for vehicle-to-everything (V2X) communication in support of improved automotive safety, automated driving and traffic efficiency.

The demonstration exhibited the road safety and traffic efficiency benefits of using C-V2X for Vehicle-to-Vehicle (V2V) collision avoidance, as well as Vehicle-to-Infrastructure (V2I) connectivity to traffic signals and Traffic Management Centers (TMC). C-V2X was operated using real-time direct communications over ITS spectrum and demonstrated its ability to work without cellular network coverage, and underscores its commercial readiness for industry deployment as early as 2020. Superior performance and cost-effectiveness compared to other V2X technologies, along with forward-compatibility with 5G, make C-V2X direct communications a preferred solution for C-ITS applications.

Six demonstrations were shown including: Emergency Electronic Brake Light, Intersection Collision Warning, Across Traffic Turn Collision Risk Warning, Slow Vehicle Warning and Stationary Vehicle Warning, Signal Phase and Timing / Signal Violation Warning and Vulnerable Road User (pedestrian) Warning. The vehicles involved included two-wheel e-scooters provided by BMW Group, and automotive passenger vehicles provided by Ford, Groupe PSA, and BMW Group, all of which were equipped with C-V2X direct communication technology using the Qualcomm® 9150 C-V2X chipset solution.  V2X software stack and application software, along with roadside infrastructure, were provided by industry leader, Savari.

C-V2X is globally supported by a broad automotive ecosystem, which includes the fast growing 5GAA organization.  The 5GAA involves over 85 global members comprised of many leading automakers, Tier-1 suppliers, software developers, mobile operators, semiconductor companies, test equipment vendors, telecom suppliers, traffic signal suppliers and road operators.  

Cellular modems will be key to the C-V2X deployment in vehicles to support telematics, eCall, connected infotainment and delivering useful driving/traffic/parking information. As C-V2X direct communication functionality is integrated into the cellular modem, C-V2X solutions are expected to be more cost-efficient and economical over competing technologies, and benefit from accelerated attach rates.  C-V2X direct communication field validations are currently underway in Germany, France, Korea, China, Japan and the U.S.

C-V2X currently stands as the only V2X technology based on globally recognized 3rd Generation Partnership Project (3GPP) specifications, with ongoing evolution designed to offer forward compatibility with 5G.  C-V2X also leverages and reuses the upper layer protocols defined by the automotive industry, including the European Telecommunications Standards Institute (ETSI) organization. C-V2X includes two complementary transmission modes: 

  • Direct communication as shown in this demonstration for V2V and V2I use cases
  • V2N network communication, which leverages mobile operators for connectivity and delivers cloud-based services, including automated crash notification (ACN, as mandated by eCall), hazard warnings, weather conditions, green light optimal speed advisory (GLOSA), parking spot location, and remote tele-operation to support automated driving, to name a few.

“This demonstration builds on the successful C-V2X showcase we organised with our members Audi, Ford and Qualcomm in Washington DC in April, said Christoph Voigt, Chairman of 5GAA.

“We are excited to witness the growing momentum behind this life-saving technology and to see our members working together to deploy C-V2X, and to make it hit the road as soon as possible.”  

“The BMW Group introduced the first C-ITS use cases already in 2013 with the market introduction of the BMW i3. Today most of envisaged C-ITS use-cases are already institutionalized. With the implementation of C-V2X, the BMW Group accomplishes the last set of the puzzle with a practical path to C-ITS showing quick benefits,” said Christoph Grote, Senior Vice President Electronics, BMW Group. 

“With its ability to safely and securely connect vehicles, along with its evolution into 5G, C-V2X is integral to Ford’s vision for future transportation in which all cars and infrastructure talk to each other,” said Thomas Lukaszewicz, Manager Automated Driving, Ford of Europe. “We are very encouraged by preliminary test results in Europe and elsewhere which support our belief that C-V2X direct communications has superior V2X communication capabilities.”

“We’re moving forward with seamless communication between cars and their environment for enhancing road safety, as well as our customers’ safety,” said Carla Gohin, Group PSA’s Vice President for Research and Advanced Engineering. “Following the first European C-V2X direct communications demonstration we hosted with Qualcomm Technologies last March, we’re pleased to work with leading automotive and technology companies today to highlight that C-V2X interoperability is a reality.” 

“This demonstration of interoperability between multiple automakers is not only another milestone achieved towards C-V2X deployment, but also further validates the commercial viability and global compatibility of C-V2X direct communications for connected vehicles,” said Enrico Salvatori, senior vice president & president, Qualcomm Europe and MEA. “We look forward in continuing to work alongside leaders in the automotive industry, like the 5GAA, BMW Group, Ford, Groupe PSA and Savari, to help advance the automotive industry’s shift towards a safer, connected and more autonomous future.” 

“As one of the V2X pioneers, our company is extremely pleased to continue to help enable the next step in the V2X revolution that we helped start back in 2008,” said Ravi Puvvala, CEO of Savari. “For the last year and a half, the Savari team has worked diligently alongside the dedicated C-V2X engineers in the 5GAA partnership. The resulting string of increasingly impressive demonstrations is continuing to convince the world that C-V2X will soon be deployed around the world.”

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Fleet management in 360

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An on-board dual camera system from global fleet management vehicle recovery and insurance telematics provider, Cartrack, reduces the costs of managing vehicle fleets, while creating new ways to motivate drivers and improve their on-the-road performance.

Historically, commercial drivers within fleets have been far removed from active management and oversight, with limited tools available in helping fleet owners understand how their drivers actually behave on the road. This lack of visual tracking ability has seen fleet managers struggle to achieve meaningful driver skills development, while also leaving companies vulnerable to poor operational performance and financial losses resulting from accidents.

Cartrack’s Drive Vision system is dramatically changing this status quo.

Drive Vision is an on-board dual camera system that records video footage with a 120-degree exterior view of the road ahead, and a 160-degree view inside the vehicle cab. Not only can fleet managers actively monitor all the footage that they wish, the system also records specific events such as speeding, harsh braking or an unforeseen action from a third-party.

Drive Vision’s video is continuously captured and then made available to users in two ways. The footage is either buffered in the unit’s memory card for up to five days, and selected time slots can be downloaded by the user via a web interface. Alternatively, footage is also automatically downloaded to the system when specific events occur, such as speeding or a collision.  The captured footage is stored at a web address and is immediately accessible to the client at any time. In addition, the data centre’s driver exception reporting mechanism can review the footage against a client’s pre-determined driver behaviour stipulations, creating a balanced and flexible driver performance assessment tool.

Cartrack CEO, Andre Ittmann, notes why Drive Vision is so useful for companies.

“There are two key strategic benefits to the technology.  Firstly, the company has a clear visual record of events in the case of an accident or legal dispute. Achieving this kind of detailed view hasn’t been possible before, and it can dramatically reduce the costs around incidents and accidents, on an ongoing basis. Secondly, Drive Vision is a highly functional, event-based coaching system. It therefore allows fleet managers to develop a culture that rewards excellent or improved performance, while also giving them the power to actively close skills gaps. “

Ittmann also notes that fleet video footage allows the company to monitor and manage aspects of its service and market performance, including the driver’s ability to access a work site, thereby ensuring timeous arrivals at designated locations and the ability to oversee passenger count and conduct.

Ittmann concludes that Drive Vision offers untold long-term advantages for companies.

“Beyond simply gaining a more efficient means to discipline errant drivers, Drive Vision also empowers fleet managers to proactively implement measures that will result in long-term benefits for their company. Ultimately, the company can also reduce costs related to driver mismanagement while simultaneously improving a driver’s skills and their performance on the road.”

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