Big Data, the Internet of Anything (IoAT) and the Connected Car have created a new Information Superhighway that fundamentally changes the relationship between automakers and car buyers.
Previously, automakers had an incomplete feedback loop after they sold a vehicle. They learned of negative customer sentiment through slumping sales, increasing warranty expenses or when they needed to recall their vehicles. Positive signals of driver happiness were similarly sparse.
The connected car has changed all that. Now automakers have a complete feedback loop from each vehicle that constantly sends sensor data from each car on how it is driven, how it responds to strain, and how it might be improved.
With today’s Information Superhighway, one of the key determinants of future success in the automotive industry will be speed: how quickly and accurately can automakers capture and understand data, then use that insight to innovate the kinds of vehicles and mobility services that consumers expect?
In answer to this question, auto industry leaders are in the process of transforming their business models to become more agile and innovative by partnering with Silicon Valley companies like Apple, Google and Hortonworks that are innovating those disruptive technologies.
A Wall Street Journal article in September 2015 titled “German Car-Parts Makers See Bigger Role in Technology” described the growing awareness of this technological transition among German automakers:
“German car makers and their local suppliers are keenly aware that vehicle-control technology—digital technology—is key to succeeding in the automotive industry in the future. Self-driving cars, connected cars, advanced safety systems depend on making the gears and gadgets smart with the help of software.
Even Silicon Valley acknowledges the Germans are in pole position in the field.
‘Germany can lead the world in this,’ Google Executive Chairman Eric Schmidt said recently. ‘We’re working with a whole infrastructure here in Germany.’”
Lessons Learned from Hortonworks Automotive Customers
At Hortonworks, we support companies from all major industries that are using Open Enterprise Hadoop to transform their businesses—including automakers and leading Silicon Valley technology companies.
Here are some lessons we’ve learned as we partner with our automotive customers to transform their businesses:
Automotive industry leaders can deploy Hortoworks Data Platform (HDP) and Hortonworks DataFlow (HDF) to bridge data silos and address the problem of segregated data, by establishing a Data Superhighway that gives them a single view of the data.
This single view enables automakers to rapidly get answers to important questions, identify systemic patterns in the data across the lifecycle of a vehicle, and take advantage of those patterns by improving processes, vehicle design and ultimately the overall customer experience.
Here’s how one of our customers with Jaguar Land Rover assessed their single view advantages, in a September 2015 article in Diginomica:
“Modern cars are not purely mechanical anymore. It comes as a surprise to many that we currently have 60 computers on board. And a good couple of thousand different sensors. An average car on a good day will generate around 1.5 gigabytes of information. That can be valuable, it tells us a lot about how our customers use our cars. That really tells us a lot about how our cars operate in real-life environments and places we don’t fully understand, like Dubai, South Africa or China, where people are different than us. We quickly realised that the data is valuable.” – Adam Grzywaczewski, Research Strategy Engineer of Self Learning Cars at Jaguar Land Rover
We look forward to partnering with other automakers across multiple continents as they transform their businesses with Open Enterprise Hadoop.
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