As the automotive industry delves deeper into the realms of autonomous and connected technologies, Mercedes-Benz is at the forefront of a revolutionary concept: transforming vehicles into a “third living or working space.” This initiative goes beyond traditional infotainment systems, integrating enterprise-level IT capabilities into its latest models.
The German automaker is introducing these advanced features in its new-generation CLA and GLC models, utilizing its proprietary MB.OS operating system. This integration allows drivers to manage work tasks, participate in video meetings, and securely access corporate data while on the move.
Revolutionizing the Mobile Workspace
Andreas Biehl, head of Mercedes-Benz apps and the MBUX virtual assistant, emphasized the company’s vision. “We were looking into how we can make our cars more productive for people who want to organize themselves and use their time inside the car,” Biehl stated. “Microsoft’s Office offering is an interesting partner because of the business context.”
The integration includes the Meetings for Teams app, which facilitates video calls using the vehicle’s built-in camera. To comply with road safety regulations, video from other participants is hidden while driving, and screen-sharing content is blocked to minimize distractions. Drivers can also disable the camera at any time.
Autonomy and Innovation
Mercedes-Benz is not only focusing on productivity but also on positioning its vehicles as private, mobile workspaces akin to train compartments. Biehl noted that while the technology for higher levels of autonomy is already available, regulatory frameworks need to catch up.
Currently, Germany and the Czech Republic permit Level 3 autonomous driving. Mercedes led the European market by launching this capability in 2022 with its Drive Pilot for the S-Class and EQS models, followed by BMW in 2023.
Additionally, Mercedes is collaborating with Microsoft to introduce Copilot in its vehicles. This feature will enable drivers to use natural voice commands for tasks such as summarizing emails and accessing client details. The integration of Microsoft Intune is a groundbreaking move, allowing the separation of business and private data while maintaining enterprise-level compliance.
Expanding Technological Horizons
Mercedes-Benz’s technological advancements are not limited to productivity tools. In 2023, the company integrated ChatGPT into its MBUX infotainment system, enhancing conversational interactions. “We can decide which partners to integrate with based on our assessment,” Biehl explained. “Now we have the whole tech stack and the platform in our own hands.”
According to Gartner’s Vice President of Research, Pedro Pacheco, these features significantly enhance the vehicle’s value.
“The more you can do in the car, the more value you will attribute to the car,”
Pacheco remarked. He highlighted that the rise of electric vehicles and the necessity for charging breaks present natural opportunities for in-car productivity.
Pacheco anticipates that AI voice assistants will evolve from simple query tools into comprehensive digital aides, capable of managing emails, scheduling, and screening calls.
“At this point, your voice assistant becomes a real personal assistant,”
he said, noting that the industry is still in the early stages of this transformation.
Global Implications and Future Prospects
While these developments are currently concentrated in Europe and North America, Mercedes-Benz has indicated that its MB.OS platform will underpin all future models globally, including those destined for Australia. Local customers may soon experience the same connected features, pending regulatory approvals for higher levels of autonomy and data security compliance.
This move by Mercedes-Benz signifies a broader trend in the automotive industry, where cars are increasingly seen as extensions of our digital lives. As technology continues to evolve, the line between traditional vehicles and mobile workspaces is becoming increasingly blurred, offering exciting possibilities for the future of transportation.
