CES 2024 – It’s an Auto Show!
AutoMobility Newsletter CES 2024 – It’s An Auto Show! January 25, 2024 This past week marked the 56th annual Consumer Electronics Show and the 100th anniversary of the Consumer Technology Association. From January 9-12, thousands of exhibitors and around 140 thousand attendees from across the world flocked to Las Vegas to see the cutting edge of technology. At the event the AMA team set about facilitating dozens of meetings and walked nearly 200 total miles across the bustling Las Vegas Strip and Convention Center complex. So with another successful event all done, there are a few key themes and takeaways that dominated the show and captured significant buzz, fascination, and praise. From Artificial Intelligence to Sustainability, CES innovators showed up in force this year, solidifying the post-pandemic rebound into 2024. Once more, the automotive sector took center stage at CES, stealing the spotlight with its innovative presentations and groundbreaking advancements. Focusing on electric vehicles, their infrastructure, and sustainability processes, the industry solidified its commitment to driving forward a greener and more technologically advanced future. Companies such as Hyundai-Kia, Honda, VinFast, and Mercedes-Benz dedicated a great deal of time, money, and effort to show off the newest in EV technology. For example, Kia unveiled a massive new line of EV vans called the PBV. These all-electric vans were shown in both consumer and commercial configurations, and fostered great excitement for the future of the Korean manufacturer. PBV, stands for “Platform Beyond Vehicle”, and aims to take the software-defined vehicle experience to the next level, utilizing this platform for a variety of services from rideshare and delivery, to family transportation usage. These vehicles all share a common platform, and Kia plans to have several of the models ready to enter the market over the next few years. Hyundai’s exhibits focused on in-vehicle advanced mobility technologies, including hydrogen power, and moved away from specific vehicle announcements. Overall, CES was an impressive showing from the Korean conglomerate. VinFast from the Vietnamese VinGroup revealed an interesting variety of new technologies and new vehicles. In a widely publicized and well-attended press release, VinFast revealed two new EVs, the VF-3 and the VF Wild. The VF-3, which has a similar appearance to the iconic Suzuki Jimmy, boasts a significantly smaller profile and price range compared to its inspiration counterpart. More akin to the size of a Mini or Smart, the VF-3 is a small and economical addition to the entry-level electric SUV market. The VF Wild stole the show, with its avant-garde styling, clamshell doors, and fully foldable rear bench seating. The radical pickup truck design of the VF Wild positions it to compete with other unorthodox EV trucks such as Tesla’s Cybertruck. Hoping to offer a more affordable option than the F-150 Lightning, Chevy Silverado EV, and Rivian R1T, the Wild will start at around $45,000 when it goes on sale in 2026. VinFast’s sister company (and fellow VinGroup subsidiary), VinAi unveiled several revolutionary new in-car features that were exhibited in their VF-8 test demo vehicles. “Mirrorsense,” an all-new safety feature created by VinAi, has the ability to track where drivers are looking and automatically adjust in-car mirrors to provide for optimal positioning. This new feature even received “Honoree” status from the show’s CES Innovation Awards. Other cool tech such as their system of cameras which allow drivers to see through the floor of the car in any situation in which a camera may be required were highly impressive, and demonstrated a new push by VinGroup to take the lead in smart in-vehicle technology. VinFast and VinAi’s concerted efforts to widen brand appeal and offer impressive new features unique to the brand were noticeable at CES, making for an outstanding showing by this new automotive innovator. Mercedes-Benz was the only German OEM with an exhibition space at CES this year. Taking up a large space in the West Hall, M-B showed off their top of the line EQE and EQS models accompanied by a radically designed electric CLA concept car. Mercedes-Benz also spent much of the show showing off their redesigned MBUX platform, which is aimed at providing Mercedes owners a next-generation in-car experience via a new wall-to-wall touchscreen display with built-in artificial intelligence features. MBUX will allow users to play classic arcade games from Sega, Atari, and Nintendo, among a slew of other features. Mercedes’ new head unit caused quite a buzz at CES, drawing attention from OEMs, suppliers, and regular showgoers alike. Honda took the lead among Japanese OEMs this year. Like Mercedes, it was the only Japanese manufacturer to have a floor exhibit. Honda revealed a new lineup of EVs called the 0 Series, showing off two all-new concept cars named the “Saloon” and “Space Hub.” Aimed at bringing elegance, safety, and a driver-focused experience to the EV market, Honda hopes to have the 0 Series vehicles ready to launch in 2026. Boasting AD/ADAS based safety features, the Saloon and Space Hub will be capable of Level 3 autonomous driving, on the same level as competitors such as Tesla. As yet another OEM launching a slew of new EVs in the next couple of years, Honda is poised to make its mark in the rapidly growing electric vehicle market. One exciting event at CES was the live interview with George Ayres at the Sonatus booth. Dr. John Heinlein, Ph.D., Chief Marketing Officer of Sonatus, conducted an insightful conversation with George Ayres, Founder and Managing Director of AutoMobility Advisors, for their podcast called The Garage. The interview delved into topics such as software-defined vehicles, vehicle electrification, fleet management, and vehicle personalization. If you missed the live session, you can watch it here: Sonatus Garage Podcast @ CES 2024 Featuring George Ayres In addition to the automotive highlights, AWS showcased its cutting-edge cloud computing solutions at CES. With a booth focused on automotive solutions that attracted tech enthusiasts and industry professionals alike, AWS demonstrated the power of cloud services in enabling innovation across various sectors. From artificial intelligence and machine learning applications to sustainable
Truck Truck Go!
With the holiday season upon us, millions of Americans look to purchase their next vehicle. As environmental consciousness and government incentives continue to increase, many will decide that their next vehicle will be all electric.
The Green Acceleration
AutoMobility Roadmap Newsletter The Green Acceleration October 23, 2023 Rapid technological advancement is often a symptom of great human need. On a fateful December day in 1903, the Wright Brothers accomplished the first controlled flight of a heavier-than-air aircraft. After almost 5000 years of human civilization, this was the first time that humans were able to achieve this momentous feat. Yet, 66 years later, within one single lifetime, man landed on the moon. These 66 years saw two globe spanning conflicts and one of the most rapid eras of technological development in human history. Simply put, the need to defeat advanced and threatening enemies drove near-unthinkable levels of innovation. In the 21st century, a new enemy has arisen, one perhaps as existentially threatening or more than the United States’ previous adversaries abroad. This new enemy is not an ideology or a country, but the dangers to our planet that have resulted from decades of burning excessive fossil fuels. Climate change is the next great hurdle humans have to overcome. The United Nations among a variety of other global organizations has reported that the Earth’s temperature has increased by an average of about 1.8 degrees Fahrenheit since 1880 and could potentially warm by 2.7 degrees Fahrenheit by 2050. Assuming that nothing is done to curb this change, these higher temperatures will result in water shortages, unlivable summer conditions, higher ocean temperatures, and greater prevalence of extreme, life threatening weather events. Though grim, this challenge is not insurmountable, and the automotive industry has an increasingly viable solution. The investment into and mass adoption of electric vehicles will have an enormous impact on slowing the climate change crisis, especially as growing need drives further innovation. According to the EPA, the transportation industry accounts for 29% of all US Greenhouse Gas (GHG) emissions. This sector of the economy is by far the largest contributor to GHG emissions, and the EPA has thus far spent decades working to curb these numbers. Globally, passenger cars produce nearly 3 billion metric tons of carbon dioxide emissions per year. Moreover, cars and vans alone produce just under 50% of all global carbon emissions. It is clear that the automotive industry makes up a disproportionate percentage of the world’s emissions output, so the adoption of EVs will make a significant impact on the efficacy of the global climate response. Regulators, automakers, and consumers alike have recognized that EVs are an important step towards reducing these numbers, and great strides are being made towards conquering the challenge presented by the climate crisis. Since 2016, most major automakers and new automotive startups have funneled enormous amounts of capital and talent into EVs. In the last two years alone, investment has skyrocketed from $50 billion to $210 billion, driven by stricter legislation and widespread consumer demand for environmentally conscious vehicles. Much of the investment goes towards developing brand new EV models. Companies such as Ford and GM now have flagship EV models that are able to compete directly with the likes of Tesla and Rivian. Moreover, consumers are noticing and rewarding automakers for their commitment to EVs. In Q3 this year, Tesla’s share of the EV market dropped below 50%, as more buyers look to traditional manufacturers offering competitive products. However, this was the strongest quarter for EV sales ever, with over 300,000 vehicles sold, surpassing both Q2 and passing Q3 2022 by almost 50%. Coming in at just under 8% of the total market sales in Q3, EVs have a long way to go until they dominate the market, but these bullish sales figures paint a rosy picture for environmentalists, regulators, and OEMs alike. The next step in reducing carbon emissions is the mass implementation of battery-electric medium and heavy duty vehicles. A frequent point of discussion on the AutoMobility Roadmap, electric commercial vehicles have the potential to completely overhaul the way in which businesses produce carbon emissions. Cutting out nearly 25% of all transportation CO2 emissions (456.6 million tons of carbon dioxide) sounds like an impossibility, but with such strong financial incentives from the US government, it is closer to reality than previously thought. A plethora of commercial vehicle companies are investing time and money into developing practical EVs that fill the needs for markets such as tractor trailers and delivery trucks. Attacking toxic emissions outputs from this direction is sure to be a necessary step in the battle against climate change. In the grand scheme of things, the battle against climate change has only just begun. EVs still make up a small minority of the market, and the challenges around their production have not yet been solved. 110 years ago, the aviation industry was in the same situation. Difficult production of expensive novel technologies held aircraft back. But with time and urgent need, this lull was rapidly reversed, leading humanity to walk on the moon not six decades later. EVs have reached that critical stage, and as summers become hotter and severe weather more deadly, it is almost inevitable that EVs will capture a large enough portion of the market to make a stand against climate change. Learn more about how the AutoMobility Advisors team can help you and your business seize the amazing opportunities to serve the new mobility market. Click on the link below and get in touch, we’d love to talk with you! Home Let us help you succeed in AutoMobility! 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Turning EV Dreams Into Reality: Fleet Edition
EVs are solidifying their place as the future of automotive technology. With billions of dollars of investment pouring in from national governments and the private sector, it is abundantly clear that electric technology is here to stay.
Tech Training Transition, Today!
For the first time in history, workers from Detroit’s Big Three automakers have decided to go on strike simultaneously. After failing to reach a new deal by 11:59 pm this past Thursday night, United Auto Workers’ President Shawn Fain directed workers from the largest union in America to walk off the line at three assembly plants: the GM factory in Wentzville, Missouri, a Stellantis plant in Toledo, Ohio, and a Ford plant in Wayne, Michigan. As a part of Shawn Fain’s “standup strike” strategy, only 13,000 of the 150,000 workers in the UAW are on strike right now, but more shutdowns are threatened at a moment’s notice if negotiations do not proceed as planned. UAW workers are striking for a variety of improved benefits including a 40% increase in wages, better retiree healthcare, and the restoration of lost pension benefits. Many within the UAW see the successes of the OEMs, especially with the increasingly massive adoption of EVs as the perfect time to field their demands for matching improvements in pay and benefits. Antiquated mindsets have left the average worker in the dust, but OEMs have a once in a generation opportunity to reframe their relationship with workers and unions as this strike progresses. For the last century, the relationship between worker and employer has evolved quite significantly. The advent of collective bargaining in the automotive workplace during the 1930s, 40s, and 50s laid the groundwork for the modern relationships between unions like the UAW and Detroit’s Big 3 OEMs. Decades of negotiations and strikes defined the pay, hours, and benefits that the average worker receives in 2023, but as technology rapidly advances within the smart vehicle and EV spaces, the needs of these workers (and of the OEMs) have suddenly been turned upside down. OEMs have traditionally considered their factory employees blue collar workers, more akin to electricians, machinists, or even plumbers. This mindset is outdated however, as cars increasingly do not require the assembly of engine parts and transmissions, but instead of high-tech motors and batteries. Perhaps thinking of line workers as high-tech employees is where the real future lies. It is no secret that the realities of manufacturing are changing significantly. The last twenty years have seen the rise of automation within manufacturing. More and more “robots” and other high tech industrial systems are being implemented, requiring fewer and fewer people to do the same jobs. For example, an engine assembly line that required 100 people in 1995 may only need a fraction of that total to function today. Even on traditional ICE assembly lines, what is required of the workers has been changing for years. Now, as EVs gain traction and automakers dedicate more and more of their time, capacity, and resources to their development and production, these workers will need to be reoriented and retrained to do things essential to EV production. As a part of an eventual deal reached with the UAW, OEMs will need to consider how high tech cars require more high tech workers, and how the benefits afforded to their tech employees should align with the technological intricacies of modern EVs. According to Representative Debbie Dingell (D-MI), battery plant employees in Lordstown, OH are making $16/hour, while employees at a neighboring McDonalds are making $23/hour. Pay issues like this are partially a symptom of the enormous cost undertaken by OEMs to retool their factories for EV production, modernize old facilities, comply with Federal regulations on material sourcing, and incorporate all of the advanced “smart” mobility technologies that consumers now demand into new vehicles. Detroit’s Big 3 along with other auto manufacturers have justified the lagging pay and benefits as an inevitable cost-saving measure, arguing that consumers will struggle to afford new EVs if union demands are met. Moreover, the Big 3 are competing against competitors that do not have unionized labor, squeezing profitability even further. While these concerns do have some merit in the short term, a reoriented mindsight shows that treating plant employees as high tech workers and investing in them as such will pay off in the long run. And unlike McDonald’s, which already struggles to staff their franchises, OEMs will have an increasingly hard time hiring high-tech workers for entry level wages, potentially leading to harmful staffing shortages. The requirements of the Inflation Reduction Act (IRA) will continue to constrict OEMs and incentivize them to build more EVs in America, and by investing in workers today, OEMs will be better prepared to shift over to all electric vehicle production within the next 10-15 years. Strikes are a complex matter. Disagreeing leaders are forced to come to a compromise on nearly non-negotiable terms, sometimes accepting sub-optimal outcomes. Complexity doesn’t even begin to describe the difficulties of negotiating a deal between three of the largest corporations in the world and 150,000 workers in 2023. Despite this though, there are solutions which are mutually beneficial to the OEMs and UAW alike. With some shrewd negotiations and a focus on a better future, the OEMs and the workers will be able to come to an agreement and work together to forge a path through this brave new world. Learn more about how the AutoMobility Advisors team can help you and your business seize the amazing opportunities to serve the new mobility market. Click on the link below and get in touch, we’d love to talk with you!
Electric – Connected – Predictive
As the automotive industry transitions towards EVs, many important questions have arisen about maintaining these increasingly complex and expensive vehicles.
Summertime Classics
This past Father’s Day, two parts of the AMA team had the opportunity to celebrate the occasion by enjoying the Cheekwood Concours d’Elegance in Nashville, Tennessee. Dan, our Advisory Director, and his son Hayden, our Head of Market Research, are lifelong car enthusiasts, with Dan having spent extensive time in the industry and Hayden growing up surrounded by car culture. Both of them are passionate about classic cars, and Hayden aims to share this love with other members of the younger generation. Hayden is a rising senior at Harvard studying history as well as a cadet in the Air Force ROTC program, with an interest in all things fast stemming from an early exposure to muscle cars and supercars. Below we describe our favorite vehicles at the show and some of the observations garnered from the outing. Boasting a fun and friendly environment, the Father’s Day show was an absolute blast. With cars spanning nearly one hundred years of automotive history, it was fascinating to see some of the greatest vehicles of different eras in perfect working order. Going chronologically, the oldest and perhaps most interesting cars at the show were the 1927 Rolls Royce Phantom I, a 1930 Lincoln Sport Roadster, and the selection of Packards from the 30s. Evoking feelings of splendor and glamour, the Gatsby-esque Rolls Royce was more akin in size to a Ram 2500 than a Rolls Royce Phantom of today. Fun to imagine what life might have been like for the lucky aristocrat or baron who had the privilege to be driven around in such a vehicle. A favorite feature of the car was the dual windscreens. Though not unique to Rolls Royce, the concept of a two windshield convertible coach exudes prestige and class while encapsulating the design language of the roaring 20s. An absolutely extraordinary piece of engineering. The next car that really caught our attention was the 1930 Lincoln Sport Roadster with a body built by Locke and Company of Rochester, New York. One of a mere 15 models ever produced, this was probably the rarest car at the exhibition. Finished in two tone green with a tan convertible top, this special Lincoln cost over $5000 new (nearly $90k today accounting for inflation). This car is one of three surviving examples of the original production run, and has gone through two restorations in order to preserve the car’s rich history for modern day car enthusiasts. Unsurprisingly, the roadster is frequently featured at prestigious events including but not limited to Amelia Island, the Glenmor Gathering, and St. Johns. I really enjoyed the combination of 20s and 30s car design combined together to create the ultimate Depression-era roadster. Seldom seen on American roads anymore, the show boasted several Packards from the 1930s. Two Packard Super Eights, a green convertible built in 1934 and a red sedan built in 1937 were on display. Both cars had beefy straight eight cylinder engines and would not look out of place in a 1930s gangster movie. More interesting than that, we had the opportunity to sit in and hear the owner start a 1938 Packard Twelve Coupe Roadster. Powered by a 437 cubic inch V-12 paired with a three speed manual transmission, the remarkable engine was nearly silent upon start. Epitomizing 30s luxury, the car at new would come in at a whopping $122,000 adjusted for inflation. Additionally, a great variety of more “classic” post-WWII American and European cars were on display. Our personal favorites were a 1959 Cadillac Coupe DeVille, a 1958 Porsche 356a Speedster, and a 1969 Mercedes 280 SL Roadster. Timeless but each encapsulating their different eras, we also had the opportunity to sit in and explore the interior of the Mercedes. Showcasing some early connected features, this car had a 5-band radio. Even cooler, it was the one featured in the Mercedes-Benz 2011 Super Bowl commercial. Far from the features of a modern car, it is nonetheless intriguing to examine the precursors of connected vehicles. With that, we’ve covered our favorite cars from the Cheekwood Concours d’Elegance. Going to events like this is an essential activity for any car enthusiast, because rarely is so much automotive heritage on display in such pristine condition. As EVs are phased in and ICE cars are retired from production, there’s something special about seeing and experiencing the power and feel of classic cars. Happy belated Father’s Day and Fourth of July!
AMA at Auto Tech: Detroit 2023
Bridging the long gap between CES 2023 and CES 2024, AutoTech Detroit marks a productive halfway point through the year for the automotive industry to showcase their latest advances and outlooks in automotive technology.
An Automobility Start-up from ITALY!
Innovation and technological development in the automotive industry is a global phenomenon. Companies hailing from all over the world create and invent revolutionary products and services, driving the advancement of technology forward at a breakneck pace. Hailing from Rome, Italy, 2hire, an auto mobility company specializing in car sharing, rental, and connected services, is one of these global innovators. Founded in 2015 as a moped-sharing company for students of LUISS University in Rome, 2hire has humble beginnings. The company quickly became something more though, transitioning from focusing solely on scooters to connected vehicles in 2016. CEO and Co-Founder Filippo Agostino, COO, and Co-Founder Elisabetta Mari, and Head of Product Design Giacomo Agostino describe this transformation the best: “The 2hire team is composed of tech experts who have a strong background in the communication protocols of vehicles. Our team was originally founded with the mission of bringing shared and sustainable mobility to the city of Rome through the launch and operation of an electric moped-sharing service. However, over time, we have pivoted towards developing the technology that supports these types of services. Our approach is software-based, which sets us apart from our competitors and allows us to offer a hardware solution that is easy to install and customizable for each mobility operator’s specific needs.” By 2017, 2hire had rolled out a brand new prototype device that was able to remotely lock and unlock the doors of a Fiat 500L. Securing multiple investments from venture capitalist firms, 2hire was able to turn this prototype piece of hardware into a universal device and launched an API layer named the “Adapter,” which would become the foundation of their business, and allowed them to take the company international. Less than two years later, 2hire was providing mobility services to vehicles and companies in Italy, Spain, France, and across South America. Driven by a relentless passion for sustainable technology, the 2hire team took a small startup firm and turned it into a rapidly growing global presence. When asked what motivated them to push through the trials and tribulations of being a startup, Filippo, Elisabetta, and Giacomo asserted that they “have always been interested in the mobility industry and saw a significant need for innovation in the car rental and fleet management space. The idea of helping people move more efficiently and sustainably was very appealing to us, and we saw a huge opportunity to make a difference in this industry.” Now in the first quarter of 2023, 2hire is as ambitious as ever. Thus far, the company’s technology has received widespread acclaim in Europe and South America. With over 15 million cars that can access the company’s services across 100 cities in 23 countries, it is no surprise that their technology is known for saving time and operational costs due to its ability to provide innovative solutions that help mobility providers in the car rental, peer to peer car sharing, car sharing, and fleet industries. With all of these successes in Europe and South America, 2hire is making the leap into the North American market with the aim of becoming an essential partner for mobility providers as they transition towards fully connected fleets (i.e. rental cars, delivery vans, corporate vehicles). Recently, Filippo, Elisabetta, and Giacomo traveled from Italy to Boston and Atlanta to showcase their technology to potential partner companies. With this trip to the United States, it’s clear that 2hire is ready to take the next step in expanding their business to an even larger international market. Having interests expressed in this technology by OEMs, major rental car companies, and car sharing platforms, 2hire demonstrates their ability to provide bona fide seamless integration solutions between service providers and connected vehicles while also supporting automotive companies in making their cars easily accessible to a growing ecosystem of digital service providers. From here, 2hire can only go up as they gain traction and secure partnerships in the United States. Taking a business from a small startup composed of college friends to a global company doing business with Fortune 500 corporations is no small feat. When asked for advice on lessons for other startup companies in the mobility space, the 2hire team shared three key pieces of guidance: For more information on 2hire’s technology and business, visit their website and LinkedIn page. Information on Filippo, Elisabetta, Giacomo, and the other members of the 2hire team can be found on each of their LinkedIn pages. And you can learn more about how the AutoMobility Advisors team works with companies like 2hire and can help you and your business seize the amazing opportunities waiting for innovative companies ready to serve the new mobility market. Click on the link below and get in touch, we’d love to talk with you!
Carpe EV Diem
Automobility Roadmap Newsletter – A perspective on all the changes in automotive transportation and the technology that’s now driving you. This week’s topic Carpe EV Diem and the EV adoption future.