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Volvo vows to charge subscriptions only for major updates

Volvo Cars Chief Operating Officer Bjorn Annwall   BMW veered into a public-relations mess this year when it started charging car owners monthly subscription fees to warm their behinds. Volvo Car won’t be making similar moves. “If you are to charge for software updates, it must be a step change in consumer benefit,” VolvoÂ’s Chief Operating Officer Bjorn Annwall said in an interview this month. “We will not ask people who have bought a car for 1 million kronor ($96,500) to pay another 10 kronor to get extra heat in the seat.” While BMW will no doubt have other manufacturers follow in its footsteps — Mercedes-Benz recently started asking buyers of its EQ electric vehicles to fork over $1,200 a year to unlock quicker acceleration, for example — the auto world has started to second-guess just how much money there is to be made from the rise of software within their hardware-intensive business. In a 91-page deep dive into the topic last month, analysts at UBS pegged the total addressable market at $700 billion by 2030. ThatÂ’s no pittance, but pales in comparison to the $2 trillion opportunity they anticipated previously. Annwall sees Volvo generating little additional revenue from software until mid-decade. Only if major upgrades become available — a self-driving mode, for example — would Volvo charge extra. “You donÂ’t have to hold the steering wheel — now thatÂ’s a step change in user benefit.” Annwall was speaking at the opening of VolvoÂ’s new tech hub in Stockholm, where the manufacturer builds software for selling and marketing cars online. The company, which last month unveiled a battery-powered sport utility vehicle to succeed its gasoline-era flagship, intends to cease making combustion cars by the end of the decade. ItÂ’s going to be an uphill push: EVs made up just under a fifth of the companyÂ’s shipments last month. Bloomberg spoke with Annwall about VolvoÂ’s tech efforts, the software issues that have plagued some of its competitors and the ongoing supply-chain issues holding back the industry. Here are highlights from the conversation, which have been edited for length and clarity: Large automakers including Volkswagen have had problems with their car software. Have you experienced similar obstacles? I wonÂ’t hide the fact that we have had some problems with our software in the car as well. But weÂ’ve been good at correcting them fairly quickly.

Volvo EX30 endures a side impact crash test with an EX90

Before Volvo launched the EX90, the Swedish automaker — already known as a pioneer in safety — repeatedly stressed how much work it had done to raise the bar for safety in its new electric SUV. Almost every new release included lines like, "The standard safety in the Volvo EX90 is also higher than any Volvo car before it," and "The Volvo EX90 has an invisible shield of safety enabled by our latest sensing technology, inside and outside." But these focused on the car's electronic suite of sensors and cameras watching everything from the road ahead and behind to the driver's state of fatigue. The company did the same during the launch of the EX30, writing that its new compact electric vehicle protects all occupants "through state-of-the-art restraint technology, as well as top-notch structural design that fulfills our ambitious in-house safety requirements — designed to prepare our cars for various real-world scenarios." To prove a point about the safety of the EX30, Volvo's in-house crash-test lab performed a side impact test, running its largest car, the EX90, into the side of its smallest, the EX30.  We don't get to see any interior view of the EX30 during the test or afterward. In an Automotive News Europe video about the crash and the results, Lotta Jakobsson from the Volvo Cars Safety Center says the data showed that the two "small-sized females" sitting on the struck side "were well protected" in the crash, with minimal infliction of injury. The physical design of both cars helps make this happen. The EX30 was designed to disperse all of its forces around the structure of the car for "balanced interaction" during an event. That's pretty standard stuff. On the EX90, a piece of the lower front structure juts ahead of the vehicle's primary safety structure. As ANE Managing Editor Doug Bolduc puts it, that lower structure is "specifically designed to help it absorb a lot of the power of a crash with a smaller vehicle ... that is to not only provide protection to the passengers of the EX90 but also to provide protection to the passengers of the EX30." The result is "less damage than you might have expected from the larger car onto the smaller car."  Check out the vid and for Jakobsson's take on how current trends in structural, passive, and active safety won't rid the world of crashes, but they are reducing injuries while at the same time making crashes less common.

When Android Automotive goes in the dash, Google wins — and automakers lose data

You've gotta hand it to Google for the way the Silicon Valley tech giant has made indelible inroads into the car on multiple fronts. The most obvious is with its pioneering self-driving car technology that's caused car companies to get their act together on autonomous vehicles — and also collaborate with Google. Google has more directly extended its influence and data-mining capabilities into the car with its Android Auto smartphone-projection platform that most major automakers have adopted along with Apple's CarPlay. And now it's preparing to dig even deeper into dashboards by deploying its open-source operating system, Android Automotive, beginning with Audi and Volvo. Volvo recently announced that its next-generation Sensus infotainment system will run Android Automotive as an OS and include Google's Play Store for cloud-based content, Maps for navigation and Google Assistant for voice recognition, which can even command a car's climate control. By embedding Google in the dash, Volvo says owners will get an improved connected experience. "Bringing Google services into Volvo cars will accelerate innovation in connectivity and boost our development in applications and connected services," Volvo senior vice president of R&D Henrik Green said in a statement. "Soon, Volvo drivers will have direct access to thousands of in-car apps that make daily life easier and the connected in-car experience more enjoyable." Having Android Automotive onboard could benefit drivers — and provide a big win for Google, since it opens a deep and lucrative new data-mining vein for the company. But it's a wave of a white flag for car companies when it comes to delivering their own cloud-based content and services. It also represents a massive data giveaway and, for Audi, a reversal of earlier reservations about letting Google get too much access to car data. Not long after Android Auto and Apple CarPlay were introduced in 2014 and most automakers eagerly embraced the technologies, several German automakers second-guessed their decision when they realized what was at stake: data. At a conference in Berlin in 2015, Audi CEO Rupert Stadler said car owners "want to be in control of their data, and not subject to monitoring." A few months earlier, Stadler stated that "the data that we collect is our data and not Google's.