MUNICH — The IAA, one of the world’s largest motor shows, has become more than just an auto exhibition. Tech giants like Amazon, Qualcomm, and Samsung have joined the event, emphasizing the need for traditional automakers to enhance the technology in their vehicles. This push for technological advancements aims to bridge the gap with Tesla in the electric car industry and meet the expectations of Chinese buyers.

According to Mohit Sharma, an automotive research analyst at CCS Insight, traditional automakers are motivated by the competition from Tesla and Chinese start-ups to improve the user experience within their vehicles. However, they cannot achieve this alone. Carmakers are seeking collaboration with tech firms while also working on developing their own software.

Tesla’s success can be attributed to its cutting-edge technology, including its advanced driver assistance system (ADAS) called Autopilot and smartphone-like screens. These features have become the focus of rival automakers aiming to catch up.

In the smartphone industry, Google’s Android and Apple’s iOS dominate the market. However, the same does not apply to infotainment systems and screens in cars. Auto manufacturers are now prioritizing the development of their own operating systems to create a user experience similar to smartphones.

Mercedes-Benz introduced its self-developed operating system called MB.OS at the IAA. This operating system will power various features in their upcoming electric vehicles, such as a giant screen across the dashboard and a voice assistant. Polestar, in collaboration with Chinese smartphone maker Xingji Meizu, is also working on an operating system called FlyMe for seamless integration between smartphones and their car’s operating system. Qualcomm, a prominent chipmaker, showcased its AI-powered car assistant at the event.

Tesla has been a frontrunner in autonomous driving technology with its Autopilot ADAS. While no car can operate autonomously from a legal standpoint, automakers are focusing on enhancing driverless features and capabilities. Chinese companies like Xpeng and Nio are following Tesla’s lead in this aspect.

China, as the world’s largest electric vehicle market, has become a major target for automakers. To stand out from the competition, Chinese firms emphasize the technological aspects of their vehicles, including software and ADAS capabilities. Foreign companies like BMW and Mercedes are also investing heavily in tech development to boost their EV sales in China. Volkswagen CEO Oliver Blume stated at the IAA conference that the company is increasing its number of software engineers in China to operate at “China speed.”