Blog

Jul 27, 2023

How Porsche’s Google

Porsche calling in the big guns could change the game. The possibilities are limitless when it comes to in-car entertainment and connected features. Porsche has long been a staple in the luxury

Porsche calling in the big guns could change the game. The possibilities are limitless when it comes to in-car entertainment and connected features.

Porsche has long been a staple in the luxury automotive space. Their products are known for being luxurious and well-built above all else. Not to add that they're responsible for the 911, a car that many consider the purest sports car of them all. In recent years, however, Porsche has excelled in bringing the latest technology to its customers.

The Taycan is a groundbreaking product for the brand, as their first-ever all-electric offering. Since then, work has continued behind the scenes to evolve the brand and shoot it into the conversation when talking about technological advances in the industry. Their partnership with electric-mogul Rimac, has certainly shown the world that Porsche is moving forward at some pace.

The latest tech-based announcement from the Frankfurt-based manufacturer shows that they are partnering with perhaps the biggest tech company of them all; Google. The search engine will power future Porsche infotainment, and in a world of in-house developed software for this, Porsche calling in the big guns could change the game. The possibilities are limitless when it comes to in-car entertainment and connected features.

Related: Here Are 8 Reasons Why The Porsche 911 Is Running The Market And The Streets

Infotainment is the touching point and access to information for most modern cars. Whether it is one huge screen like Tesla or a heads-up display with another central navigation screen as is more commonplace, it's impossible to deny that these features contribute greatly to the accessibility of any current vehicle.

Only second to shifting gears and pressing pedals, infotainment is the most tactile and interactive part of the driving experience. Mainly, infotainment should be unobtrusive and intuitive. So far so good for Porsche. Their systems in both the Taycan and their sportier models gave all been very usable and packed with all the tech you could need.

With Apple Car Play and Android Auto functionality, this is about as much as you need to make any journey stress-free. Infotainment tech has developed drastically over the last 10 years, and what was cutting edge in 2013 is now almost obsolete and unusable. If Porsche wants to integrate Google's systems on board, they must make sure that they will stand the test of time.

In recent years, companies such as Volkswagen have been criticized for over-complicated infotainment systems with too many features and not enough tactile buttons. The recipe here is not to overcomplicate things for the end user, and if Google's past products are anything to go by, this potential partnership could be game-changing.

Related: How The Porsche Taycan Now Charges Batteries To 100-Percent In Half The Time

Porsche is now considering a fully integrated Google cockpit, which would mean a huge shift for the company. This deal is only being talked about for the Porsche brand and not the extended Volkswagen Group family. The collaboration would enable Porsche customers to access Google applications like Google Maps and Google Assistant without needing to connect the car to a phone, which would be a big move forward for the future of infotainment.

Porsches CEO had previously been reluctant to use Google software because the tech giant asked for too much data to be shared. Obviously, the partnership would have to work 2-ways, and the user data gained from Porsche's clientele is sure to be very valuable to Google. Porsche is also said to be in talks with other companies like Apple, Alibaba, and Baidu. All of which are potential candidates to gain their product's entry into the Porsche cockpit. This major move comes after Porsche recently ended its cooperation with Volkswagen's software department Cariad.

Related: How Android Auto Is Cooler Than Ever With The Latest Upgrade

Several other carmakers including Ford, Nissan, and even General Motors use embedded Google technology in their products via a Google Automotive Services package, which offers features like Google Maps, Google Assistant, and other Google-powered apps. However, some automakers are wary of allowing the biggest names in tech unfiltered access to the data generated by cars connected to its systems or allowing them to diminish the automakers' brands with their own logos on dashboard displays.

If this deal does go through, you can expect future Porsche cars to offer in-built Google Assistant, Google Maps, and maybe even some of the other products of the company. And while this may boost usability and overall operating functions for the end user, not every Porsche customer may be too happy bout consenting to give Google access to their data. Whether this deal is set to go through will only be answered over time, but we can be sure that if it does, it would mean a big move forward for Porsche.

Sources: Reuters, Porsche

By subscribing, you agree to our Privacy Policy and may receive occasional deal communications; you can unsubscribe anytime.

Pedro is a London-bred writer who is exploring and documenting car culture throughout all 4 corners of the world. Currently, in Buenos Aires, Argentina.