March 2 news, US local time on Wednesday, Volkswagen Group announced that it will soon launch its own in-vehicle application store for many of its car brands, including third-party applications such as TikTok, Spotify and Yelp.
The world’s second-largest automaker, Volkswagen Group, is the latest to jump on the bandwagon of rolling out in-vehicle apps. It’s also a big part of the group’s grand plan to create a unified in-vehicle software platform that will manage how its cars operate over the next few years.
Within the new app store, drivers will also be able to find familiar third-party apps optimized for use in the car. Initially, third-party apps introduced by the popular app store include TikTok, Spotify, Yelp, and more, all of which will run on the infotainment system screen. The app store will first be integrated into certain new Audi models launched by the Volkswagen Group this year, and will later be extended to other car brands such as Porsche, Lamborghini and Bentley.
By doing so, Volkswagen is able to provide a smartphone-like experience for its cars. Last month, Mercedes-Benz also announced that starting with the Mercedes-Benz E-Class in 2024, its new cars will support built-in applications such as TikTok, Zoom, and the Vivaldi web browser. The app store launched by the Volkswagen Group covers a wide range of application categories, including music and podcasts, video conferencing, weather, parking, electric vehicle charging, games, news, smart home integration and more.
Beginning this summer, the app store will be integrated into most 2023 Audi models launched in the U.S., Canada, Mexico and Europe, including the A4/A5, Q5, A6/A7, A8, Q8 E-tron and E-tron GT and other models. More Audi models will be introduced to the app store later this year, before expanding to more branded cars.
While the app store won’t be introduced to existing models via an “over-the-air update,” the Volkswagen Group says it will soon make a preview of its new infotainment stack, One. Infotainment is available across all of its brands. The automaker says the app, and the operating system that underpins it will be based on Android Automotive. The app store was developed in partnership with automotive supplier Harman, which is now a subsidiary of South Korea’s Samsung Electronics Co.
Dirk Hilgenberg, chief executive of Cariad, Volkswagen Group’s in-house software unit, said: “This is a new level of digital experience that we want to demonstrate. For third-party applications, we can integrate with this. Create an immersive experience, especially in gaming, and entertainment.”
One of the goals, Hilgenberg said, was to add “office functionality” that was designed from the ground up for working in a vehicle environment. Additionally, the Volkswagen Group is in talks to integrate native Google Maps into the system.
Apps optimized for use in cars have grown in popularity in recent years as more drivers and passengers look for functionality and features comparable to smartphones. Likewise, systems like Apple CarPlay and Android Auto have largely bypassed the native car technology experience, frustrating automakers who don’t want to cede all of that to the tech giants.
The Volkswagen Group’s app store plans are notable for several reasons, including that it will be available on gas cars like the A4 and Q5, not just the next generation of electric vehicles. Connected services and over-the-air updates could become the norm in future electric vehicles.
However, Hilgenberg said the app store is crucial to the Volkswagen Group’s plans. That means everything from ordinary Volkswagen models to expensive Porsches will be included in a network of connected cars running on the same software platform. “There could be 40 million connected cars by 2030, and that’s a huge opportunity for developers. They’re going to ask themselves: Why don’t my apps fit into this ecosystem?” he said.
In the case of TikTok, this could be another sign of the platform’s almost overnight popularity. The move by Volkswagen shows how ubiquitous the app has become among Gen Z users, especially in China, which is also the world’s largest auto market. It is reported that in the case of Mercedes-Benz, this directly led to its decision to add TikTok to its upcoming cars.
Cariad is particularly concerned about data privacy and security concerns, Hilgenberg said, adding that third-party apps cannot be written into the car’s software itself. Unlike the Mercedes-Benz E-Class, there won’t be an in-cockpit selfie camera for TikTok recordings on any Volkswagen. Currently, the TikTok app can only be used to consume content.
The launch of the app store is also a major software test for the Volkswagen Group. While the group has aggressively promoted the development of electric and connected cars, it has been unable to make much progress over the years. Specifically, Volkswagen’s Cariad division has been tasked with unifying previously disparate initiatives and platforms, all aimed at serving a new generation of electric vehicles that will rely heavily on software for charging, updating, self-driving and more.
It’s a difficult balancing act. Volkswagen seeks to be the world leader in electric vehicle production even as it faces stiff competition from Tesla, BYD and others. Previously, however, advanced features such as over-the-air updates and battery management, while critical to Volkswagen’s success, have also led to a rush to market software that wasn’t quite ready yet. The former Volkswagen Group CEO was ousted in part because of these issues.
Cariad spokesman Fabian Lebersorger said the division’s plans for this year include launching a new software platform and improving driver assistance systems for models such as the upcoming electric Porsche Macan and Audi Q6 E-tron. “We have adjusted our roadmap to a more realistic timetable. 2023 will be when Cariad delivers on its promise,” he said.
