#616

TABLE OF CONTENTS

Digital Cockpit Guide

CON

Introduction
Bird’s Eye View
Executive Summary

Navigation & Smartphone Integration Systems

Connected
Car

Today, OEMs around the world are equipping their vehicles with more ADAS and autonomous functions inaddition to more intelligent infotainment solutions. While these innovations work to enhance the overall user
experience, they are often featured in the cockpit - which is now being referred to as a third living space bysome OEMs, with more activities being integrated into the vehicle.

The Basics
What’s New
Analysis

Through the rate at which these technologies are being developed and released, it is clear that the cockpit
ecosystem is evolving rapidly. Likewise, it is evolving in a number of ways - with each OEM offering a unique
combination of features and systems, some of which are brand-exclusive. With this offering varying further
between trim levels and regions, it can quickly become difficult to understand the scope of cockpit offerings
globally.

Summary Tables
Ecosystem
Future Outlook

This report provides a comprehensive deep dive into the cockpit ecosystem while highlighting the solutions andconfigurations offered by premium and volume OEMs across multiple regions. With more than 100,000 data
points per release, it details the availability, fitment, and pricing of cockpit systems and highlights key industry
partnerships. The Cockpit Guide is updated bi-annually for China, Europe, and the U.S. to account for new
developments and product releases globally.

Next Steps

RELATED SBD REPORTS
526 – Connected Services Guide

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offerings.

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#616/Digital Cockpit Guide

Key questions answered> Which OEMs have the mostadvanced cockpit offering?

> How consolidated are
cockpit platforms across
OEM line-ups?

This research supports

Do I have access?

> How are cockpit features
priced and packaged?
PRODUCT PLANNERS

C- S UITEM A R K E T I NG

E NGI NE E R S> How are OEMs varying their
cockpit strategies by region?

Portal accessView Excel Data Sheet Sample
Digital Cockpit Guide
Comprehensive deep dive into the cockpit ecosystem highlighting the solutions
and configurations offered by premium and volume OEMs

Digital Cockpit Guide

Contents
616 – Digital Cockpit and Infotainment Guide - EU
Introduction ≫Bird’s Eye View ≫47▪ Map types▪ Tata Motors▪ Smartphone integration▪ Tesla Group▪ Fitment strategy of cockpits▪ Toyota Group▪ Volkswagen Group▪ Pricing strategy

Executive Summary ≫16

Summary tables ≫The Basics ≫23
29▪ Geely Group▪ Major announcements▪ Honda Group

Analysis ≫▪ Hyundai Group▪ Evolution▪ Digital Cockpit Landscape▪ OEM positioning▪ Premium vs Volume▪ I/O HMI

36

Ecosystem ≫78

Future Outlook ≫83

Next Steps ≫91

Contact Us ≫97

▪ Ford Group▪ Latest cockpits launches▪ Partnerships and acquisition

52▪ BMW Group▪ BYD AutoWhat’s New? ≫▪ Explore▪ OEM partnering with tech giants▪ Isuzu Group▪ Lucid Motors▪ Mazda Motors▪ Mercedes-Benz Group

Data Deep Dive

▪ NIO Inc.

View and analyze deep datain your own way▪ Renault-Nissan-Mitsubishi▪ SAIC Group▪ In-car OS▪ Stellantis Group▪ ADAS alerts▪ Subaru Corporation▪ Connected services▪ Suzuki Group

Total number of pages - 97

Introduction

Introduction

Introduction
The modern digital cockpits are changing the way users interact with their cars
and proving to be an extension of our lifestyle, almost to the point that they are
indistinguishable from the rest of our digital gadgets.
The number of displays in the cockpit has significantly increased and with every
new model launched, the central displays keep getting bigger and equippedwith more features. The driver-facing instrument clusters that once used tohave clumsy analog dials are more digital now and work in tandem with theother in-car displays. For several years, Heads-up displays (HUDs) are slowly
making their way into more budget models and include speed, ADAS andnavigation aids to help drivers.
SBD’s 616 - Digital Cockpit and Infotainment Guide provides data-driven
insights into the various cockpit offerings by OEMs. The report looks at FIVE
key benefits of digital cockpits for automakers:

SectionContent

Birds Eye View

An overview of the key topics that correlate with digital cockpit
developments

Executive
Summary

High-level overview of the digital cockpit landscape across theregions (US, EU, China)

The Basics

Introduction to the factors driving the digital cockpit dynamics,
OEM monetizing strategies and HW/SW consolidation etc.

What’s New

Latest activity in the digital cockpit space in terms ofpartnerships, investments and new product announcements

INTEGRATED COCKPITBUILT-IN CONNECTEDBROUGHT-IN CONNECTEDSCREEN-RICH INFOTAINMENT
BASIC INFOTAINMENT

Analysis

Consumerdemands

Brand loyalty

Enhancedcapabilities

Summary Tables

Ecosystem

Competitive

New revenue
streams

The guide identifies key trends that are slowly becoming a mainstay and thechallenges facing the OEMs as they migrate from siloed to a more integrated
cockpit design facilitating inter-display content exchange.

Future Outlook

Next Steps

Key trends driving the digital cockpit evolution and the mostpopular features, their pricing and fitment strategy.
Summarizing the trends identified in the associated Excel
spreadsheet, identifying the most popular cockpit combinations
and their features
Offering, acquisition and patent insights for key non-OEM
stakeholders
Four OEM personas are considered against drivers and barriers
into the future to understand when full benefits of digital cockpit
will be realized
Can SBD help you with any unanswered questions?

66

Introduction

We Listened and Invested In Our Report to Align to Your Goals

You Said...
“I sometimes struggle to relate conclusions from research reports
to the Outcomes and KPIs that we are working towards...”“I would like to see what has recently changed within a forecast or
domain to help decide if any changes to strategy need to be made...”“I want to know where we stand ‘head-to-head’ against
the competition on major industry trends….”“I can find it difficult to take actionable next steps on Guides
without assessing the future direction of the industry...”“It would be helpful to identify disruptive companies and startups to keep an eye for partnerships in the future...”We Did...
Added BIRDS-EYE VIEW chapter with a high-level
overview of all our Connectivity reports.
Enhanced CROSS-REFERENCING with insightsfrom our Digital Cockpit & Infotainment Forecast andCX evaluation
Introduced FUTURE OUTLOOK chapter withmotivations such as brand loyalty, and its
drivers and barriers over time.
More DATA-DRIVEN ANALYSIS through our
Summary Table, Analysis, and Executive
Summary.
Created a SBD Digital Cockpit ranking and an
ECOSYSTEM chapter with offering, acquisition, and patentinsights for key non-OEM stakeholders.

“I would like the topics to be more ‘forward looking’ to help with
future planning and take advantage of enabling technologies.”

7
7

New For 2024
1. Birds-Eye View
Macro level summary of insights and So-What analysis to customers.

2. Ranking & Ecosystems
Analysts view on OEM positioning within guides and rankings as part of generations of technology
alongside Assessment of key partners, enablers.

Example slides
from the report

Executive Summary

Outcome Highlights

Why digital cockpits are important to the automotive industry?
What could the future look like?
Consumer demands
Consumers expectations from modern dashboards
are increasing with time

• Car as an extension of digital lifestyle to theconsumers

Competitive landscape
Advancements in digital cockpit space give
automakers a competitive edge over the others

New revenue streams

10

Digital cockpits open new avenues for revenue
generation for the automakers• Integrated cockpit remains an offering limited
for flagship models• Deepen relationships with next level of in-car
personalization leveraging cockpit technology• Advancements in digital cockpit technology andvehicle autonomy to go hand-in-hand• More than 80% heads-up displays can show
ADAS alerts in the Europe• Nearly 90% central infotainment displays in
Europe are ADAS compatible• Use of AI-backed tools like ChatGPT, MapGPT etc.
within the cockpit is the next area of infotainment
brand differentiation• DS, Volkswagen, Skoda integrate ChatGPT into
their dashboards• Lucrative and recurring revenue generation
opportunities for automakers (digital cockpit packs,
FaaS, OTA updates etc.)• High-bandwidth infotainment packs areavailable between a wide pricing range ~€2006500• Proportion of optional HUDs is higher thancentral displays and clusters

Enhanced capabilities
Good digital cockpits unlock more opportunities forthe automaker (e.g., higher-level autonomy)• High-bandwidth infotainment is incumbent but
integrated cockpits are rolling out fast

• Volume brands are elevating the digital cockpit
experiences that is on par with many
established premiums• Embedded navigation and infotainment service
integration is on the rise

Brand loyalty
Consumers correlate certain sticky experienceswith brands (e.g., I love Volvo because they makethe safest cars)

Highlights

10The Basics

How are OEMs monetizing the digital cockpit?
The digital cockpit with its new technology dynamics and functions enables automakers to differentiate themselves from one another. With the adventof new software-oriented cockpits, OEMs are exploring more avenues of revenue generation by offering premium features beyond sales and periodic
maintenance.
Subscription-based services

Data-driven services

Some premium features are offeredthrough active subscription wherein
there is a base free-trial period followedby 1/2/3 or even 10-year
subscriptions.

Vehicle data can be used to provide
insights of customers preferences
like which services are being valued
more and how it can be improved,
thus providing more customized
subscription offers

Access to in-car ecosystem

Pay more for more
While the OEMs standard offerings
have improved over time, they aremonetizing the additional premiumfeatures that include bigger screens,heads-up displays and more.

OEMs can provide third-party
service providers to access thevehicle with their popular
services. These services can bemade available through additional
in-app purchases made by thecustomer directly through the
cockpit.

1111

ADAS alerts

Analysis

ADAS and safety alerts are integral to modern digital cockpits
Overview

ADAS alerts through various interfaces

The graph highlights the various
interfaces (output HMIs)
through which the drivers can
get ADAS/active safety-related
alerts. The % represents the
cockpit-level penetration i.e.,
how many unique central
displays, instrument clusters and
HUDs are capable of showing
ADAS alerts (as per the
database)

Aside from the connected services, the modern cockpits are adept to aid drivers withnecessary and timely safety alerts that can be in the form of visual, audible or haptic
feedback.
These alerts help the drivers take informed decisions in various scenarios − changing lanes,
taking turns at junctions, reversing, parking assistance, and oncoming vehicles in the blindspot among many others.

Key Highlights
Central Display•

A large majority (88%) of the central displays fitted inEuropean models can alert the drivers with visual or
audible cues (in some cases haptic feedback through thesteering wheel or seat belt). These alerts are followed byautomated responses by the system if the driver fails to
respond.

Instrument Cluster•

Given the mission-critical nature of ADAS/active safetysystems, the driver may not have enough time to lookat the alerts on the infotainment display. This is thereason many alerts are also shown on the driverdisplay (instrument cluster), the proportion isincreasing with time (currently 86%)•

HUDs complement this further and show critical ADAS
warnings. HUDs can provide ADAS-based warnings. For
e.g., it can show the speed limit calculated by the Traffic
Sign Recognition (TSR) system on the windscreen. The
proportion of ADAS-ready HUDs in Europe (~80%) is much
lower than US.

Heads-up Display

0%

12

20%

40%

60%

80%

100%

Display of ADAS alerts in the units
Available

Not Available

12Summary Tables

Hyundai Group

Hyundai Group
Central Display

BrandsHeads-up Display

Model Level availability
Low
MediumHigh

Model Level availability
Low
MediumHigh•

Hyundai’s advanced central display is offered on
the new Kona Electric. The HUD is available asstandard. It also offers an advanced instrument
cluster as well.

•Some Genesis models come with an advanced
central unit that supports user authentication
through the biometric/facial recognition method.
Genesis advanced instrument cluster and HUD,
display ADAS and navigation functions.

•

Kia EV6 and Sportage models get connected
integrated cockpit that happens to be the mostadvanced.

High

Most Advanced Units (Individual OEM brands)
Hyundai - Navigation System - 12.3“Key Highlights

MediumNo. of Features

Medium

Low

Low

Low

MediumNo. of Features

High

High

Model Level availability
Low
MediumHigh

No. of Features

OEM
brandsplaced inthe 3X3
grids interms of
their
‘most
advanced’
cockpitofferings

Instrument Cluster

Hyundai - Digital Cockpit - 12.3“Key features of the cockpit

Hyundai - Head-up Display

Hyundai

Wireless charging, Android/AOSP, Real Time Traffic(Connected integrated Cockpit )Genesis - Integrated Infotainment
touch screen - 12.3"

Genesis(Connected Integrated Cockpit)
Kia - Navigation System - 12.3“Kia(Connected Integrated)(Full Digital)(Windscreen)

Genesis - 3D Instrument Display 12.3“Genesis - Head-up Display(Full Digital)(Windscreen)

Kia - Digital Instrumentation Cluster 12.3“Kia - Head-up Display(Full Digital)(Windscreen)

Linux, Handwriting Recognition, Real Time Traffic,
Floating Display

Wireless charging, Android/AOSP, Real Time Traffic1313

Summary Tables

Stellantis Group

Stellantis Group (1/2)
Central Display

Brands
Alfa
Romeo

Alfa Romeo - Digital Instrument
Cluster - 12.3"(High Bandwidth Infotainment)(Full Digital)

Citroen - Connect Nav - 12"

Citroen - Digital Instrument Cluster 12.3"

Citroen - Extended Head-up Display(High Bandwidth Infotainment)(Full Digital)(Windscreen)

DS - Connect Nav - 12“DS - Digital Instrument Cluster 12.3“DS - Extended Head-up Display(High Bandwidth Infotainment)(Full Digital)(Windscreen)

Fiat - Uconnect 5 System - 10.25“Fiat - TFT Colour Instrumentation
Display - 7“Fiat(High Bandwidth Infotainment)•

Alfa Romeo’s most advanced central display is ahigh-bandwidth infotainment unit which isavailable on Tonale. The fully digital instrument
cluster displays ADAS information and is available
on both Tonale, Giulia, and Stelvio variants.

•

Majority of Citroen model variants get a highbandwidth infotainment but the most advanced
comes on the C5X PHEV.

•

Fiat introduced the first HUD in the E-Doblomodel. The advanced instrument cluster is almost
standard on all the models.

Key features of the cockpit

Alfa Romeo - Alfa Connect 3D NAV 10.25"

DS

Key Highlights

High
MediumNo. of Features

Medium

Low

Low

Low

MediumNo. of Features

High

High

Model Level availability
Low
MediumHigh

Most Advanced Units (Individual OEM brands)

Citroen14

Heads-up Display

Model Level availability
Low
MediumHigh

Model Level availability
Low
MediumHigh

No. of Features

OEM
brandsplaced inthe 3X3
grids interms of
their
‘most
advanced’
cockpitofferings

Instrument Cluster

NA

Android Automotive (No GAS), Alexa, Floating
Display, Real Time Traffic

Wireless charging, Linux, Real Time Traffic

Linux, Real Time Traffic, Gesture Recognition,
Integrated Central Display

Fiat-Head-Up Display

Android Automotive (No GAS), Wireless charging, HD
Radio, Real Time Traffic(Full Digital)
14

Future Outlook

New revenue streams

Digital cockpits can unlock new revenue opportunities
Vehicle 4.0 Benefit 5

New revenue streams

New avenues of revenue generation throughvarious digital cockpit components

Established Premium

2024

2025

2026

2027

2028

Offering flexible digital cockpit packages, Segmenting customer base andtailoring marketing campaigns; Implementation of FaaS with advanced
level in connected features

Medium Volumes
High Margins
High Legacy

Enhanced Customer Satisfaction
through tailored improved safetyand driver experience

Disrupter
Through start-up or resetting for BEV have leapt
straight to Vehicle 2.0 but some struggle todeliver the full value

Collaborate with technology companies, telecommunication providers, and data analytics
firms to access valuable data

Profitable Revenue Streams

Highlight cutting-edge features, unique service packages, and usercentric experiences

High Volume
High Volumes
Low Margins
High Legacy

Data-driven pricing optimization; Optimize pricing strategies based on customer behavior andpreferences

New Entrants

New segments and industries introducedHigh Volumes
Medium Margins
High Legacy
15

OutcomeBarriers

Personalization and customercentric pricing

Limited initial adoption

Due to high upfront cost of EVs, most digital
cockpit elements are standard

New revenue streams making up
for the standard fitment

Solutions15Request the priceContact Us

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