Porsche In Talks With Google About Using Its Software

Jan. 14, 2023 8:04 PM ET by Ian Wright Technology / 6 Comments

Google Built-In is quickly becoming the gold standard.

After talking to several third parties, including Apple, Porsche is seriously considering using Google's software for its infotainment system, reports Autoblog.

This follows reports from German sources that Porsche has been reluctant to use outside technology companies due to how much information they want to collect. However, giving Porsche 911 customers access to apps like Google Maps and Google Assistant via Google Built-In without connecting a phone would improve customers' experience with its cars.

Reportedly, Porsche has been considering various tech companies to work with since it ended its working relationship with Volkswagen's software development unit, Cariad.

Porsche

Audi

Porsche

Marriages between automakers and tech companies, whose primary focus is building operating systems, make more and more sense each year, but privacy is a genuine concern.

Currently, apps like Google Maps and Apple Maps outperform any navigation system an automaker has produced. Licensing the software would be much cheaper than designing an operating system from scratch.

Then there's added value in integrating commonly used media software services like podcasting, music streaming, and audiobooks. Another massive advantage is that most people already know how to navigate Google's user interfaces, thanks to smartphones.

2021-2023 Polestar 2 Infotainment System

CarBuzz

It's curious that Porsche is more inclined to work with Google, a company that famously makes the majority of its money through harvesting and selling data. At the same time, Apple has a more upmarket image, makes most of its money from selling hardware, and is famously more protective of its customers' privacy and security than Google. That's not to say Apple is perfect. It is a global company, and data is the most valuable commodity in the world.

Many automakers have integrated with Google Automotive Services, including Volvo, Polestar, Toyota, Lexus, Nissan, and Ford. Still, some companies, including Volkswagen and BMW, remain protective of their operating systems and want complete control.

However, it may be too late to keep Apple and Google from taking over infotainment systems as automakers have yet to develop their systems quickly or well enough for what customers now demand.