Good morning, everyone. The automotive industry has always been a symbol of innovation and progress. From the invention of the assembly line to the era of mass production, cars have consistently shaped how we live, work, and move. But today, we are witnessing a transformation unlike anything before. One driven, not by mechanical breakthrough. But by the integration of cutting edge it, this, it revolution is reshaping vehicles into intelligent, connected ecosystems. One considered a tool for transportation. The car has now evolved into smart companion, capable of seamless, communication, personalization, and even making after decision. In this presentation, we'll explore how the, automotive industry's adoption of it has brought us to this point and where it's taken us next. We'll focus on three key areas, the rise of smart vehicles, the evolution of infotainment systems and the transformative trends shaping the future of mobility. This isn't just about technology. It's about how IT is redefining the entire driving experience and even the idea of car ownership itself. So let's dive into the journey of the IT revolution in the automotive business. My name is Maxim, and currently I'm a part of the engineering team at Google, where I focus on developing Android Auto to enhance user interaction by enabling smartphone projection onto supported vehicle displays. And I'm excited to be here. And, before we dive into the details, let me briefly outline what we'll be covering in this session. At the heart of the automotive IT revolution are three transformative pillars, smart vehicles, infotainment systems, and emerging future trends. Smart vehicles are no longer a concept of the distant future, they are here today. These cars are powered by advanced sensors, processors, and cloud connectivity, making them capable of gathering and analyzing data in real time. Features like over the air updates. Predictive maintenance and even semi autonomous driving are redefining how we interact with our vehicles. Think of a car that learns your habits, adjusts its settings to your preferences, and in truth, you're always updated with the latest features. Just like your smartphone. On the other hand, infotainment systems have transformed cars into hubs of connectivity and entertainment. Platforms like CarPlay and Android Auto have reimagined how we use our vehicles. seamlessly integrating our digital lives with the driving experience. Whether it's navigation, streaming music, or voice controlled assistants, modern entertainment is designed to enhance both convenience and safety. But with innovation comes challenges. Balancing advanced features with usability and ensuring distraction free interfaces remain critical priorities. And finally, we have future trends. the promise of reshaping the very essence of transportation. From autonomous vehicles that can navigate without human intervention to blockchain powered data security, the horizon is filled with possibilities. Concepts like mobility as a service, or shifting focus away from ownership, And toward shared on demand models. And as personalization becomes a key driver, vehicles are expected to become an extension of our homes and offices, tailored uniquely to each user. Together, these three pillars are not just transforming the driving experience, they are redefining what it means to own and interact with a car. As we move forward, this innovation will control to blur the line between transportation technology and lifestyle. for that. And to truly understand the IT revolution in the automotive industry, we need to take a step back and explore its roots. The integration of IT into cars didn't happen overnight. It was a gradual journey, one marked by key milestones, that laid the foundation for today's achievement. And the earliest signs of IT adoption in vehicles can be traced back to 1980s, when electronic control units, or ECUs, began to appear in cars. These small computers were initially introduced to improve engine performance and efficiency, especially in response to tightening emission regulations. This was a game changer. It marked the transition from purely mechanical systems to electronically controlled ones. By the 1990s, IT's role in vehicles expanded with the introduction of anti lock braking systems, ABS, and airbag control systems. These safety innovations relied heavily on sensors and microprocessors. Around the same time, the first attempts at in car entertainment systems began to surface. what started as a simple radio and cassette players, eventually evolved into CD changers and basic navigation systems. Through primitive by today's standards, these features hinted at a future where cars would serve as more than just a mode of transportation. They would also offer comfort, convenience, and connectivity. The early 2000s brought significant advancement in connectivity. Features like GPS navigation, Bluetooth integration, and telematics systems such as GM's OnStar started appearing in vehicles. These technologies allowed cars to communicate with external systems, paving the way for today's connected vehicles. While this innovation may seem basic compared to today's standard, they were critical stepping stones. They not only improved the functionality of vehicles, but also shifted consumer expectations. Drivers began to view cars as dynamic, tech enabled machines, rather than simple mechanical tools. In short, early IT adoption in the automotive industry wasn't just about solving specific problems. It was about setting the stage for the transformative technologies we are experiencing today, from smart vehicles to AI driven systems. And let's talk about evolution of infotainment system and connectivity. This system in cars mirrors the rapid advancement in consumer electronics. In the early days, in car entertainment was limited to AM radios, which debuted in the 1930s, providing drivers with a single channel of engagement during their journeys. Fast forward to 1990s. And we saw the rise of CD players and early navigation systems. These systems, through groundbreaking at the time, operated independently of the broader digital world. However, they set the stage for what was to come. By the early 2000s, GPS navigation became more widespread, offering drivers real time guidance for the first time. This was soon followed by the introduction of Bluetooth connectivity, which allowed Handsfree colon and marked the beginning of car and smartphone integration. The real revolution began in the 2010, with the launch of platforms like, apple CarPlay and Android, after which seamlessly integrated smartphones with vehicle payment systems. Suddenly, cars were no longer just about driving. They became an extension of our digital lives, offering apps, music streaming, voice assistance, and more. Today, connectivity has reached new heights. Cars are equipped with Wi Fi hotspot, cloud based systems, and even telematics that provide all the updates. This evolution has turned vehicles into connected hubs, blurring the line between transportation and technology. And next, let's talk a bit about smart and connected vehicles. The concept of smart and connected vehicles is built on the backbone of Internet of Things, which enables cars to communicate with each other external devices and cloud systems, sensors enabled throughout the vehicle collect data from engine performance to driver behavior and transmit it in real time. This connectivity allows for smarter decision making, predictive maintenance, and enhanced safety features. One key application of this connectivity is OTA updates. Much like how smartphones receive software updates, modern vehicles can now download and install improvements remotely. These updates cover everything from navigation systems and infotainment upgrades to bug fixes on even critical safety patches. For example, Tesla. They have set a benchmark in this area, routinely rolling out features like improved battery efficiency and advanced driver assistance systems without requiring a visit to a service center. This seamless integration of IoT and OTA updates is not just about convenience. It's also about future proven vehicles, ensuring they evolve alongside emerging technologies and user expectations. Next part is vehicle to everything, or V2X, communication. It represents a groundbreaking leap in how cars interact with their surroundings. V2X technology enables vehicles to exchange information with other cars, infrastructure like traffic lights, pedestrians, and even the cloud. This connectivity improves safety and efficiency. For instance, car can warn each other about sudden, breaking ahead, reducing accidents. Traffic signals can communicate with vehicles to optimize flow, cutting down on, congestion. In the future, this could also enable smoother coordination for autonomous vehicles, ensuring they navigate seamlessly through complex urban environments. While vehicle to everything is still in its early stages, it's a cornerstone of the smart vehicle ecosystem, paving the way for safer roads and smarter cities. Thanks. Next up is obviously, entertainment revolution and rise of CarPlay, Android After, and similar platforms. The launch of CarPlay in 2014 and Android After shortly after that, Revolutionized in car infotainment, this platform allowed drivers to integrate their smartphones directly with their vehicles, providing seamless access to navigation, music, messaging, and voice controlled assistance. It started from the first early adopters. The first car manufacturers to adopt Apple CarPlay included Ferrari and Mercedes Benz. Founded right after early adopters were brands like Hyundai and Chevrolet. They all quickly recognized the value of bringing familiar smartphone experience into vehicles. These integrations not only enhanced usability, but also set a new standard for infotainment systems, shaping consumer expectations and encouraging further innovation in its space. As infotainment system evolved, AI integration became a major driver for innovation. In Car AI now powers features like voice recognition, personalized recommendation, and predictive navigation. For instance, AI driven voice assistants, such as Apple Siri, Google Assistant, allow drivers to control their car functions hands free, making the experience safer and more intuitive. However, with all the benefits AI offers, there are significant user experience challenges. Infotainment systems have become more complex, and the balance between providing powerful features and maintaining ease of use is difficult to achieve. Drivers can easily become overwhelmed by too many options, while reliance on voice commands and touchscreen can lead to distractions. Ensuring that AI adds real value without complicating the driver experience remains a key hurdle for automakers. The future of in car AI will depend on creative, intuitive, user friendly interfaces that enhance safety and convenience without overwhelming the driver. And now let's move and talk a bit about autonomous driving. Currently, IT and AI are at the core of the push toward autonomous driving. Automation in vehicles is categorized into five levels, from level one, which involves basic driver assistance, to level five, where the car drives itself without any human interaction. At each level, the role of IT becomes more crucial, As vehicles rely increasingly on AI driven systems for decision making and control, AI driven systems and autonomous vehicles rely on a combination of sensors, radar, cameras, and machine learning to process vast amounts of data and make split second decisions. These systems need to understand and predict the behavior of other vehicles, pedestrians, and the environment. SAT and AI technologies continue to evolve. We are getting closer to achieving fully autonomous vehicles, but challenges such as regulatory approval, safety, and technology reliability remain. And while the dream of fully autonomous vehicles and tantalizing significant limitations and challenges remain, before we can see wide scale deployment. One of the biggest obstacles in the technology is reliability. Even the most advanced AI systems struggle to handle the complex dynamic environments on the road. For instance, Weimar. A leader in autonomous driving technology has made significant strides with its self driving cars, but their vehicles are still not universally ready for all road conditions. In fact, Weimar's cars can only operate autonomously in certain cities where the environment is highly controlled. Another major challenge is regulatory approval. Countries and regions are moving at different speeds when it comes to setting legal frameworks for autonomous vehicles. For example, Tesla has faced legal scrutiny over its autopilot system, with critics pointing to incidents where the system failed to detect obstacles. and acted unpredictably. As a result, Tesla continues to face challenges in convincing regulators and consumers that fully autonomous driving is safe. Safety concerns also remain. at the forefront. In 2021, an accident involving a cruise autonomous vehicle owned by General Motors might headlines when it crashed during a test drive. This incident highlighted the difficulty of ensuring that autonomous vehicles can make real time decisions in unpredictable situations. Finally, there is the issue of public trust. Many consumers remain skeptical about handing full control over to a machine. This trust gap is evident in the market. Through the technologies advancing, the public is not yet fully comfortable with the idea of vehicles driving themselves in everyday scenarios. The road to full autonomous driving is still long, and this limitation reflects the complexity of the challenge. Part progress. It's undeniable, achieving a future where autonomous vehicles are a common sight on roads worldwide will require overcoming these technical, legal, and societal hurdles. And automation is not only, relates to the vehicle itself. for example, think about Tesla, they serve as a prime example of robotics and automation in action. These robotics are like the Tesla bot performing a complex task such as battery assembly and vehicle painting. Tesla had reduced production time and cost while maintaining high standards of precision. This advanced integration of top automation is key to the scalability and success of the electric vehicles lineup. And let's talk a bit about Mar mobility service is izing the way people think about transportability and set up own in a car. Consumer can now access a variety of vehicles through a single platform, allowing for more flexible and on demand transportation options. At the heart of this shift is IT, which enables ride sharing services like Uber or Lyft, as well as car subscription models offered by vehicles like Volvo and Porsche. Ride sharing has become a global phenomenon, powered by mobile apps that connect riders with nearby drivers in real time. IT platforms track vehicles, handle payments, and optimize roads, all while providing data analytics. to improve the service. This model has reduced car ownership costs and eased traffic congestion in urban areas, while also offering consumers greater flexibility and convenience. Car subscription services take Mars one step further, offering access to the world. to a fleet of cars for a fixed monthly fee. This model combines the benefits of car ownership with the flexibility of short term rentals. For instance, Porsche's subscription program lets customers switch between different models based on their needs, whether it's a sport car for the weekend or a more practical vehicle during the week. SIT continues to improve, Mars is expected to expand, with more integrated platforms combining ride sharing, public transport, bike rentals, and other mobility services into a single user friendly ecosystem. This will further reduce the need for personal car ownership and lead to more sustainable and efficient urban transportation solutions. The rise of mobility as a service is having a profound impact on traditional car ownership. As small consumers turn to ride sharing and car subscription models they need to own. A personal vehicle is stately decreasing. Especially in urban environments, one of the most significant changes is the shift in consumer behavior With masks. People now have the option to access a variety of vehicle on demand. without the financial and maintenance burdens of ownership. Services like Uber and Lyft allow users to have a ride whenever needed, while cars go through some programs of flexibility to switch car between, cars as desired. This is especially appealing to younger generation who may prioritize experience over long communication, like car ownership. From an economic standard, standpoint, MAS presents a compelling alternative to owning a car, especially when considering the total cost of ownership, insurance, maintenance, fuel, and lubrication. As MAS platform became more widespread, owning a vehicle may start to seem inefficient and unnecessary, particularly for city dwellers, where parking and traffic congestion add to their inconvenience. For automakers, the shift toward mass also poses a challenge. Companies are now pivoting from focusing on selling cars to creating services and platforms. Arms like BMW and Ford are already exploring mass, launching their own ride sharing services and investing in electronic and autonomous fleets to adapt to this challenged landscape. Ultimately, mass is reshaping the future of transportation. Traditional car ownership may not disappear entirely, but it's clear that mass is often a viable, flexible, and cost effective alternative, particularly for those who no longer see owning a car as a necessity. And as the automotive industry becomes more connected and reliant on IT, it faces growing challenges in cybersecurity and privacy. These issues are becoming increasingly complex as vehicles incorporate more digital technologies like IoT sensors, cloud based services, and AI. Cyber security is a critical concern, as cars are now vulnerable to cyber attacks. Hackers can potentially gain access to vehicle control systems, putting passengers at risk. Higher profile attacks, such as the 2015 hack of Jeep Cherokee, where hackers remotely took control of the vehicle, highlighted the risks. With autonomous driving and V2X communication becoming more prevalent, the threat landscape will only expand, requiring automakers to invest heavily in robust cybersecurity measures. The opportunity here lies in developing advanced security protocols and technologies that can ensure vehicles are safe from cyber threats while maintaining connectivity. Privacy is another pressing issue, as vehicles Transcripts collect vast amount of data about drivers, their habits and their locations, such as DPR and other privacy regulations commonly interplayed when factories must be transparent about data usage. into that they are storing and handing customer information securely. This is both a challenge and an opportunity. Companies that can navigate these regulations effectively and build trust with consumers will have a competitive edge. And finally, the high cost of innovation presents a challenge for the industry. Developing advanced technologies like autonomous driving, electric vehicles, and connected system requires significant investment in research, development, and testing. Aftermakers are facing pressure to innovate while balancing this high cost profitability. However, the opportunity here is clear. Companies that lead in innovation, whether through strategic partnership, tech investment, or new business models, can position themselves as market leaders. In conclusion, while these challenges are formidable, they present opportunities for automakers to develop cutting edge technologies and lead the way in ensuring that the future of mobility is secure, private, and financially sustainable. And looking ahead, several emerging trends are shaping the future of the automotive industry. Among the most promising are personalization, blockchain, and quantum computing, each of which present both challenges and opportunities for automakers. Personalization is becoming a key factor in enhancing the customer experience. Vehicles are increasingly equipped with AI driven systems that adapt to the individual preferences of drivers, from seat settings to interval changes and even driving behavior. The challenge, however, lies in maintaining The vast amount of data required to personalize these experiences while ensuring privacy and security. Companies that can strike the right balance will have a significant advantage in attracting and retaining customers. Opportunities lie in development systems that are not only intuitive but also capable of offering tailored services such as personalized roads, dynamic car content, or AI assisted driving adjustments. Blockchain is another exciting trend, offering the potential to enhance transparency, security, and efficiency in the automotive sector. By decentralizing data management, blockchain can enable secure vehicle to vehicle communication, streamline supply chain, and even help track the ownership. and maintenance history of vehicles. The challenge with blockchain, however, is its scalability and integration into existing infrastructure. Still, the opportunity for blockchain is vast, particularly in areas like vehicle history verification and supply chain management, where it can help prevent, fraud, and improve accountability. Quantum computing tools hold enormous potential for the future of automotive technology, particularly in areas like optimization and AI driven decision making. Quantum computers can process massive amounts of data for faster than traditional systems, allowing for advances in vehicle design, autonomous navigation, and even traffic management. The challenge here is to make it possible. is the immaturity of quantum technology and the need for massive investment to integrate it into practical applications. However, the opportunity lies in its ability to solve complex problems that current computing power cannot, such as optimizing roads in real time for entire cities or enhancing autonomous vehicle decision making. In summary, While this trend presents significant challenges, whether in data management, technology integration, or scaling, they also offer exciting opportunities to revolutionize the industry and create smarter, more efficient, and user friendly vehicles. Or even not to create a vehicle, but to acquire a new customer. Audi, for example, uses VR showrooms, where customers can virtually customize and view their vehicles in a lifelike setting, while BMW integrates VR into its employee training programs, enhancing skill development across its production facilities. To conclude, the automotive industry's evolution is deeply intervened with advancement in IT. We've seen how the adaptation of smart and connected vehicles powered by IT and AI has transformed both the driving experience and vehicle management. From all the updates to vehicle to everything communication, this innovation has enhanced safety, efficiency, and convenience on the road. The infotainment revolution has redefined in car experience with platforms like CarPlay and Android Auto, while AI integration is improving user interfaces and overall usability. At the same time, autonomous driving technologies are pushing the boundaries of what vehicles can do despite current challenges around reliability, safety, and public trust. We also discussed how mobility as a service is reshaping transportation models, reducing the need for personal car ownership, and offering flexible on demand solutions. However, this shift comes with its own set of challenges related to cybersecurity, privacy, and the high cost of innovation. Looking to the future, trends like personalization, blockchain, and quantum computing prevent both opportunities and hurdles by leveraging these technologies. The automotive industry has the potential to create safer, more efficient, and more personalized transportation solutions. In essence, IT is the backbone of the automotive revolution. From improving vehicle performance to reshaping business models, IT will continue to play an important role. A critical role in defining the future of transportation as the industry embraces these technological advances. The road ahead is filled with exciting opportunities that promise to transform how we drive, travel and interact with vehicles. And according to McKinsey, by 2030, the global, automotive software and electronic market is expected to reach around, 462 billion, dollars, represented, 5.5% car from 2018 to 2013. As we look forward to the future, one question stands out. How will the rapid evolution of automotive technology redefine the relationship between humans and machines? With autonomous vehicles capable of navigating our roads and AI systems that anticipate our every need, we are on the cusp of a new era where cars are not just models of transportation, but intelligent, adaptive companions. Will this technology make our roads safer? City smarter and the world more connected, or will the complexity and risk involved outpace the benefits? The journey is just the beginning, and now we embrace these challenges today, will shape the future of mobility for generations to come. The question is not whether these technologies will transform the industry, it's how we, as a society, choose to adapt and evolve with them. Thank you for your attention today. I hope you heard something useful or at least entertaining here. I'll be more than happy to connect and answer any question you may have. Thank you