SHIFTING GEARS

Software will define many of the new, upcoming cars. These vehicles are connected, and every few weeks the system automatically downloads a new software package with all new features. As sensors get better and better, it'll be easier and easier for the car to drive safely on its own –autonomous driving will become a standard. This will reflect the transformation of the car from a highly electromechanical terminal to an intelligent and dynamic mobile electronic agent that can be continuously upgraded. With this in mind, these new vehicles will be preembedded with advanced hardware.

The functions and values of the hardware will be gradually activated and enhanced throughout the life cycle. This will require the ability to change the hardware to prevent our needing a new car like we need a new smartphone. The 'stack' configuration of the car will define the vehicle's capabilities in driving, safety and experience. Hence, it's a car software-defined vehicle.

Digital As Key Enabler Of Shared Experience

With the intent to build an extensive and lasting relationship with both the car as well as the drivers, Polestar has defined itself as a purely digital brand since its inception, from adaptive screens in the showroom to the Polestar app. The brand is, therefore, digitalfirst – or maybe even mobile-first. For example, you can only configure and buy the car online.

The car and the driver (via the Polestar Explore app) are in continuous connection, which supports performance, driver safety and convenience. An example here is the use of your smartphone (and app) as the digital key to the car. As you approach the car, the door unlocks; but even better, you can share the digital key with your friends if you want to share your car. Why? Because right now, 96% of the time cars are unused!

Many of the new settings, updates or features are conveyed to the car over the air (OTA), and users are allowed to try, buy or subscribe to certain upgrades. Just like every dynamic website, every car will be personalised due to the software options installed. Such a seamless end-to-end digital customer experience is the future business model of the automotive industry, if not the mobility industry in general.

Network Of Partners

Polestar has chosen to run Android Auto for the entire centre stack. An oftenheard question is: Why give up that part of the experience (and data!) to Google?

As cars slowly head toward self-driving capability, who should own the maps and navigation information? For Polestar, the answer is clear: 'Let's face it, on my Apple iPhone, I have Google Maps, and it's not that I suddenly say, "Oh, but now it is not an iPhone anymore".' Polestar realises that they can't become a champion in every field by themselves – and that to ensure that every aspect of the car offers the best Polestar experience, partnerships are essential.

It's all about customer benefit. By entering into a strategic alliance with companies like NVIDIA and Google, Polestar can integrate all the best-inclass services into one experience. For example, SmartEye keeps an eye on the driver's attention, feeding Zenseact's complex AI driver assistance onto NVDIA's system-on-chip, while Luminar Lidar scans the environment, the kids stream games via the Geforce chipset, and the car navigates with Android Auto and Google Maps. All the partnerships Polestar tries to formulate are a win-win.