Mazda considers open architecture

Expensive integrated audio and satnav systems could soon be things of the past -- at least it you choose to buy a Mazda.

In the face of rapidly decreasing consumer electronic development times, the Japanese brand is considering a move to open source electronic architecture within its cars.

Global marketing chief Masahiro Moro told the Carsales Network that the company was at a "tipping point" in terms of determining its electronic future.

"In the past we have developed [native] satnav and audio systems and had to charge maybe $2000 or $3000 for them. Now that technology is available via smart phones for a fraction of the price," Moro-San told the Carsales Network in Germany last week.

"The big change coming [to the automobile industry] is to be able to accommodate a generation that wants to be online 24/7 and use their own choice of device."

Moro-San says that automobile companies can potentially reduce their development cycles to three to four years but with consumer electronic update cycles now down to months in some cases it would become increasingly difficult to satisfy 'connected' users needs.

"We must decide now whether we go the route of developing open [electronic] architecture for our cars. To provide plug and play solutions for a range of devices."

Moro-San says in future Mazda might theoretically provide a large screen user interface and a range of connection options to suit everything from smart phones to laptops. He says that not only would this allow new car buyers to customise their car to suit, but it would also help improve the resale value of cars.

"Nothing looks older or dates a secondhand car more than an old OEM satnav system. It so quickly reduces the value to the next owner of the car," Moro-San stated.

Moro-san states that the change is still some time off. There are many challenges to building true open architecture into cars, he warns -- some of them as simple as being able to install an appropriate GPS antenna.

He states that in this respect Mazda could abdicate the supply of this sort of component to participants closer to the end user in the supply chain. In addition to practical advantages such a move would bring cash-flow benefits to the company too, he says.

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