The American automaker has made the decision to no longer include phone mirroring systems in their future electric vehicles (EVs). Instead, they will exclusively offer Android Automotive as the infotainment option in all of their zero-emission models. This move aligns with their plan to phase out combustion engines by 2035, which means that Android Auto and CarPlay will soon become a thing of the past for General Motors.
Despite attempts by the carmaker to justify their controversial strategy, it has only fueled criticism and actually proved the opposite point. It is clear that Android Auto and CarPlay are here to stay, and GM’s approach could potentially backfire. The company’s executives argue that transitioning to Android Automotive is necessary in order to provide more advanced functionality while driving. While this may be true, it doesn’t mean that Android Automotive should be the only option available in their vehicles.
Polestar, a competitor in the automotive industry, has already demonstrated that Android Automotive, CarPlay, and Android Auto can coexist in the same vehicle. GM’s reasoning seems to ignore the possibility of offering multiple options and instead focuses on turning the infotainment system into a profitable venture. However, aside from these hidden long-term goals, GM’s strategy is unlikely to succeed due to a lack of transparency and failure to effectively communicate with customers about the benefits of switching to Android Automotive compared to Android Auto and CarPlay.
“Don’t try to dogmatically educate your customers.” These words come from the CEO of Polestar, who commented on GM’s decision to enforce Android Automotive in their cars. Polestar recognizes the importance of giving customers the choice and allowing them to use the system they prefer when starting their vehicle. While I don’t necessarily agree with the notion that the “customer is always right,” it is clear that forcing a specific system by eliminating a solution that has been praised for years is not the best approach.
Many automakers initially embraced Android Auto and CarPlay as a way to compensate for their own lackluster software efforts. However, after realizing the potential of software and subscriptions to generate revenue, they are now attempting to regain control over the infotainment experience. GM’s decision to drop Android Auto and CarPlay may be seen as an attempt to follow this trend, but customers are smarter than the company may think. They can see through the claim of limited functionality and understand the underlying message being conveyed.
In the ever-evolving world of automobiles, General Motors has decided to embrace a subscription-based model. However, instead of being transparent about this strategy, they have chosen to disguise it as an effort to provide drivers with more advanced features. This approach has been criticized by our reader Michael, who referred to it as a “trap.” He warns others not to fall into this trap and advises against subscribing to any services offered by car manufacturers. According to him, if people give in to this subscription-based model, it won’t be long before every aspect of their car, from windshield wipers to AC to heated seats, will require a subscription.
It is important to note that not everyone is a user of Google, and therefore, Android Automotive may not appeal to everyone. While Google is the most popular search engine globally, there are individuals who prefer alternatives such as Bing, DuckDuckGo, or other search engines due to their concerns regarding Google’s data practices. These individuals are unlikely to become GM customers now that Android Automotive is the only option available. Additionally, Apple users who have chosen the iPhone to be a part of the Apple ecosystem are also unlikely to embrace Android Automotive.
While Android Automotive may offer more advanced functionality, it cannot be assumed that everyone will be willing to learn how to use it. Many drivers are already familiar with Android Auto and CarPlay, which have been in use for a while and are highly convenient. Simply connecting your smartphone to the car’s head unit allows you to access popular apps like Google Maps, Waze, and Spotify. Richard Craig Friedman expressed his reluctance to switch to a new operating system, stating that if given a choice between two comparable vehicles, he would opt for the one that allows him to use his familiar phone rather than having to learn a new system.
GM’s strategy assumes that customers won’t realize what they are missing until they try it. They believe that if Android Auto and CarPlay are the only options available, customers will use them because they are already familiar with these platforms. However, this strategy can backfire, as demonstrated by Microsoft’s Windows 8 launch in 2012. Windows 8 was the first version of Windows to be released without a Start menu and a Start button, and it was met with significant backlash from users.
Microsoft introduced a Start screen specifically designed for tablets and touch devices as a replacement for the traditional Start menu. However, due to negative feedback from users, the company decided to bring back the Start button in Windows 8.1, while still retaining the Start screen. The subsequent release, Windows 10, included both a Start menu and acknowledged that Microsoft’s initial approach had not been successful.
Top-level executives at the company later acknowledged that offering both the Start screen and the familiar Start menu simultaneously would not have been effective, as users were already accustomed to the latter. Consequently, Microsoft adopted a bold strategy that involved removing a well-known feature.
GM, the car manufacturer, is pursuing a similar plan. They have chosen to abandon Android Auto and CarPlay in favor of promoting the use of Android Automotive among drivers. Unfortunately, GM cannot provide users with the option to choose because many individuals will likely stick with what they are already familiar with.
Only time will reveal whether GM’s strategy will prove successful or end up being a failure. At present, customers are not willing to let go of their current preferences. However, as the saying goes, time has a way of healing all wounds. If this occurs, we should anticipate a new driving experience that restricts access to certain features behind a paywall.
According to the Source autoevolution.com