Google plans to announce tech tie-up with Audi and other firms for cars

Apple and Google battle it out on several fronts in the tech world and the two firms are getting ready to take their competition to a new arena. The two firms will be fighting for supremacy in the automotive infotainment market, with Google expected to make a big announcement at CES 2014 next week.
Google’s first automotive partner with the new initiative is Audi, and upcoming models from the German automaker will feature Google’s software interface. These sources also claim that Google and Audi will unveil a collaborative effort with other tech firms – including NVIDIA -- for automotive technologies.
The firms plan to develop in car tech that allows drivers and passengers to access to content like music, navigation, apps, and services. The services in the car would be mostly like those that are available on smartphones that run the Android operating system.

2015 Audi S3
"The car is becoming the ultimate mobile device," said Thilo Koslowski, an analyst at the research firm Gartner Inc. who specializes in advanced in-car electronics. "Apple and Google see that and are trying to line up allies to bring their technology into the vehicle."
Audi is also expected to show off some new tech at CES 2014 that allows autonomous driving. New partner Google is one of the biggest firms working on autonomous vehicles right now and maintains a fleet of cars that can drive between locations with no human intervention.
Apple doesn't participate in CES, but it is working on its iOS in the Car initiative that was announced in June. Like Google, Apple wants the iPhone to be the brains of the infotainment system in cars.

Source: WSJ

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