"We're leveraging essentially an $11 billion investment already made in Linux by many other companies including IBM and Intel," said Rudi Streif, who leads the Automotive Grade Linux workgroup for the Linux Foundation. "We can essentially get the platform for free from a royalty sense. Of course, we have to spend resources to make it work in our particular platforms."
Three automakers that have rolled out Linux-based platforms on a limited number of models are GM's Cadillac division, which uses Linux in its Cue IVI; Tesla offers a 17-in. IVI screen in its Model S all-electric cars; and Toyota uses a Linux-based IVI in the 2014 Lexus IS.
The younger the respondents, the more preferences for in-vehicle access to mobile apps. For example, 64% of 18 to 24-year-old respondents indicated they want mobile app access, but that number dropped to 32% in 45- to 54-year-olds, and to 23% among 55- to 64-year-olds.
"I think what we're going to see is an ecosystem of services because it's very hard to anticipate what all the changes are going to be throughout the life of a vehicle," Bart Brotsos, technology sales manager for Oracle's Automotive Group, said while speaking on a panel at the Telematics Detroit conference earlier this year.
Brotsos said IVI systems should be able to "self-personalize," or learn wants and behaviors and feed drivers information that's appropriate.
Lochbridge's survey found that when it comes to what millennials want, most respondents indicated they would pay extra for some things more than others.
Almost 75% of young adults surveyed indicated they would pay more for a vehicle that makes them safer as drivers. Across all generations of consumers surveyed, 67% indicated the same.
The study, however, found that age makes a difference when it comes to who wants in-vehicle technology. While 61% of survey respondents under the age of 45 indicated that they want to safely and easily access applications and information while in a vehicle, only 25% of those over the age of 45 indicated the same.
Jonathan Tarlton, a senior manager for streaming music service Spotify, said older drivers tend to associate the term "interactive" with "complicated," when what they want is less distractions while driving.
"When they're seeing different apps and things plugged into screens, and listening to music... on their smartphone, this is a new concept," Tarlton said. "That's a big barrier for the 45+ demographic."
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