Infotainment and Connectivity in Vehicles Are Becoming Decisive Purchasing Factors

Mr. Sarmah, what differences do you see in the expectations and use of infotainment offerings between European, American, and Asian markets?

Poorab Sarmah: In general, we are seeing a continuous increase in the importance of digitalization and corresponding infotainment offerings in vehicles worldwide. However, this is particularly pronounced in China: premium customers there are significantly younger than in other regions of the world and lead a highly digital lifestyle. They see their vehicle as an extended living space where they spend time with family and friends. Accordingly, they have the highest expectations when it comes to connectivity, infotainment, and digitalization, and are always on the lookout for immersive experiences. For example, the passenger display is an indispensable feature in China and is installed as standard, whereas it plays hardly any role in North America. The hugely successful launch of the new AUDI E5 in China confirms that we are on the right track here. We are seeing a similar development in Europe and the US, but at different speeds and with different requirements.
 

Is a paradigm shift from a uniform global infotainment platform to more regionalized solutions therefore inevitable?

Poorab Sarmah: Greater regionalization of infotainment solutions is definitely necessary, and we have already laid the technical foundation for implementing innovations more easily, quickly, and in a locally adapted manner with our new E3 1.2 electronics architecture. We are working very closely with our regional research and development centers to meet the diverse requirements and expectations of customers worldwide. In China and Korea, for example, only local navigation solutions can be used due to data restrictions. At the same time, the focus in China is on additional entertainment functions such as games or karaoke, which are very important in vehicles there. Last but not least, we have to take into account the respective legal requirements in all markets, which have a significant influence on the design of infotainment solutions.
 

To what extent does this localization also affect UX/UI? From a brand perspective, global consistency at the most important touchpoints is crucial, isn't it?

Poorab Sarmah: It is important to us that every customer worldwide can clearly recognize that they are sitting in an Audi and that the controls are understandable across all segments. That is why we pursue a clear platform strategy: the hardware setup is globally uniform and reflects the brand's signature design. Differentiation is achieved primarily through software and content, which we tailor to regional needs. Customers have very different preferences in terms of usability and interaction with the vehicle, which can vary greatly depending on the market. However, we are very familiar with these preferences and are therefore able to respond to market-specific requirements while preserving the brand identity. For example, the Audi Assistant in China has a specially designed avatar, while in Europe it has a deliberately discreet and understated appearance in the vehicle. In addition, the aftermarket plays a particularly important role in China: customers there expect to be able to flexibly expand their vehicle with additional entertainment offerings or digital services after purchase.
 

Does that mean that a sophisticated infotainment system and an attractive range of digital services will become decisive purchasing criteria – similar to design or engine power?

Poorab Sarmah: I am convinced of it! Infotainment and connectivity are among the decisive purchasing criteria, especially for premium vehicles and electric cars. This goes so far that brand loyalty declines among certain target groups if digital features do not meet expectations. That’s why we have been consistently investing in our own multimedia and infotainment systems for almost 20 years. On the one hand, we focus on deep integration into the digital lives of our customers – for example, via native apps, access to our Audi App Store, or the Audi smartphone interface – and on the other hand, we focus on targeted premium partnerships. For example, we work with renowned high-end audio manufacturer Bang & Olufsen, integrate state-of-the-art technologies such as Dolby Atmos, and create an experience that goes far beyond the pure driving experience with details such as the characteristic “Audi click” on the control button, clearly differentiating Audi from its competitors.
 

That's a good point: How can the tension between your own brand world and external platforms such as Android Auto or Apple CarPlay be overcome?

Poorab Sarmah: We don't see working with external partners as a source of tension, but rather as a valuable opportunity. By leveraging external knowledge and technological expertise, we can continuously improve the digital experience for our customers. For years, we have maintained close partnerships with key tech players in order to offer a seamless, premium digital experience in our vehicles. A concrete example of this successful cooperation is the integration of the myAudi app into Apple CarPlay, which combines the best of both worlds: our brand-specific digital experience and Apple's familiar, user-friendly environment. We are constantly exploring new opportunities for collaboration to further increase customer benefits and jointly drive innovative solutions forward.
 

Do you foresee even greater personalization in the future, with each vehicle adapting completely to its respective user?

Poorab Sarmah: Yes, because we view the vehicle as a connected living space, not just a means to an end for getting from A to B. Infotainment and digital services are already the emotional and functional center of the vehicle today. They enable entertainment, productivity, relaxation, and multisensory experiences. In the future, this offering will increasingly evolve from reactive to predictive and personalized. AI plays a crucial role in this context and is a real game changer. Imagine, for example, that sound profiles adapt to the time of day, music style, or your mood – creating a completely new music experience.
 

You just mentioned it yourself: What role does artificial intelligence play in the development of future infotainment systems?

Poorab Sarmah: I am convinced that technologies such as artificial intelligence will fundamentally transform the automotive industry and open up entirely new areas of innovation. In the field of infotainment systems, I see AI as playing a key role in enabling personalized mobility experiences and turning the vehicle into an intelligent companion. We are already making targeted use of artificial intelligence – in areas such as coding, error management, and testing – to make development processes more efficient, smarter, and more future-oriented.
 

What significance do cultural differences have, for example, when it comes to voice assistants or gesture control?

Poorab Sarmah: Cultural influences have a significant impact on how people interact with technology – and this naturally also applies to the “operation” of a vehicle. In Europe, there is a strong need for physical controls, while people in China are used to communicating with their devices anytime, anywhere, using voice and digital avatars. Voice assistants are already firmly integrated into everyday digital life there. The Chinese “mobile first” culture and trust in AI promote acceptance and enthusiasm for voice-based and interactive infotainment systems. Understanding these cultural differences is crucial for us to develop tailor-made, local solutions that best meet the respective expectations and habits.
 

One final question: Looking five years into the future, how will the use of infotainment systems in cars have fundamentally changed?

Poorab Sarmah: I am convinced that infotainment systems will evolve into highly networked, AI-supported platforms in vehicles over the next five years. They will use adaptive algorithms to tailor themselves to the individual needs of users and integrate seamlessly into digital ecosystems. Operation will become multimodal – from voice control and touch to context-sensitive interaction. This will not only make the driving experience safer and more comfortable, but also turn the car into a highly personal, intelligent companion that understands its user and provides proactive support. Advances in autonomous driving will further reinforce this development and fundamentally change the customer experience. The time gained will open up completely new possibilities for immersive entertainment, productivity, work, and personal services.