What Display Daily thinks: In real terms, designing in-car operating systems, and managing the whole process, supporting different cabin configurations, and all that entails, is a huge undertaking. The other important point is that analog controls, knobs, and dials work.
Granted, Aston Martin, despite being one of the greatest brands in automotive, doesn’t produce enough volume of cars to justify creating its own software infrastructure. What could the company possibly add to the driving experience with in-house software? At least, what could it add without breaking the bank?
But, if the luxury car buyer can be happy with customized CarPlay and Android Auto then so can everyone else. The problem with cabin displays is not how big they are, and all the display tech – that goes without saying – it is managing the multiple applications that run on each screen and each portion of the screen.
Software is a bear to support and manage. Apple and Google having nothing else to do but make software so, leave it up to them. And, automakers who keep adding subscription services and custom apps may end up having to rethink their approach; who wants to pay tens of thousands dollars for a product and then have to fork out a monthly $20 subscription before they can actually enjoy it. The thought grates on me even as I am writing this.
All this is good news for display vendors because they get predictability and know exactly what is driving their screens. It’s a lot easier to support OEMs when you know what to expect.
Aston Martin’s Strategic Shift in Infotainment: Embracing CarPlay and Buttons
Aston Martin has decided to prioritize practicality and user experience over the latest trends in car infotainment systems. This strategic decision comes as carmakers are increasingly choosing sides in the battle for infotainment control. General Motors initiated a bold move by dropping Android Auto and CarPlay in favor of Android Automotive, hoping to start a revolution in the industry. However, not all automakers are aligning with this approach.
Following Ferrari’s lead, Aston Martin has opted to collaborate with Google and Apple for its infotainment systems. Aston Martin recently revealed that its customers do not expect an all-screen, in-house infotainment experience when purchasing a new car. Instead, they prefer traditional physical buttons for essential controls. The company has emphasized that replacing buttons with larger screens is not ideal, as it requires drivers to take their eyes off the road to find digital buttons for simple tasks like adjusting the cabin temperature.
Aston Martin’s decision to retain buttons is rooted in its commitment to delivering an analog cabin experience. This approach aligns with the brand’s focus on performance, allowing drivers to concentrate on the road rather than on-screen controls. The carmaker recognizes that its customers value the tactile feedback and ease of use that physical buttons provide.
Despite some carmakers’ push towards developing in-house infotainment systems, Aston Martin remains committed to phone mirroring through Android Auto and CarPlay. Investing in an in-house system does not make sense when companies like Google and Apple have already invested billions in perfecting phone projection systems.
In fact, Aston Martin will be one of the pioneers of the new-generation CarPlay. This advanced system is designed to use the entire screen real estate in the cabin, extending beyond the infotainment screen to include the passenger display and instrument cluster. However, it offers customization options, allowing carmakers to tailor the experience to their vehicles, including limiting CarPlay to specific displays.
