Brief Dive
At a strategy update event, Mercedes-Benz announced integrating Google Maps, TikTok, and other third-party apps more thoroughly into its vehicle systems.
Beginning later this year, TikTok will be available on the touchscreens in the company’s E-Class sedans, allowing drivers and passengers to view their respective streams. The experience is set up for in-car use, supports likes and comments, and adheres to safety rules when the car is moving.
Mercedes also disclosed a long-term strategic alliance with Google, under which the two companies would work together to develop a branded navigation system that combines in-car data with Google Maps technology. According to the statement, this application is the first of its kind in the auto industry.
Dive Insight
This week, Mercedes unveiled several new features, focusing on app connectivity for its MBUX infotainment system. To compete more directly with trend-setters like Tesla, which enables users to stream information and play video games from its digital dashboard panels, automakers have renewed their attention on the in-car experience.
Earlier Mercedes in-car applications reflected smartphone activities via Apple CarPlay or Android Auto. Mercedes engineers have developed a new “compatibility layer” for its E-Class vehicle, enabling direct app installation and a more natural-feeling interface. The updated software aims to speed up adding new car apps while also improving app interactions’ usability.
E-Class models will now have access to TikTok, Angry Birds, Zoom, Webex by Cisco solutions, the Vivaldi web browser, and a video-streaming website named ZYNC in addition to TikTok. While Mercedes emphasized that picture transmission will be blocked while in motion for safety reasons, these services can use in-car amenities like video and selfie cameras for meetings.
The partner lineup may draw the most attention to TikTok. The quickly expanding social media platform has gained popularity among the new generations that manufacturers are trying to attract. The app, which ByteDance owns, has progressively moved beyond its mobile beginnings into fields like linked TV, making in-car channels an obvious next step and providing advertisers with an additional screen to target users. Even if they don’t already have a TikTok account, drivers may still use the in-car app and access a top content feed that is more strictly controlled.
TikTok’s entry into the automobile market also occurs when lawmakers pay closer attention to data protection due to concerns about its ties to China. Last week, the European Commission prohibited the service from being used on its official devices, while American regulators have once more suggested a complete ban.
With the Google agreement, which includes developing a branded navigation system based on Maps infrastructure, Mercedes also seeks to strengthen its tech credentials. According to the release, the transaction generally relies on Google’s expertise to maintain Mercedes’ “unique luxury brand and feel.”
