Why is the Renault-Nissan brand on borrowed time?
Google is arguably the most advanced company in the field of autonomous cars. The company has made this subject one of the pillars of its Google X laboratory, and it is playing on all terrains. On the one hand, it is developing a prototype vehicle and on the other, software that could equip the vehicles of a partner manufacturer. We wondered about the strategy of the giant of Montain View? How was he going to seize the coveted sector of mobility? Develop your own vehicles or form a partnership with a manufacturer. Today we have the beginning of an answer! Renault announces a partnership with the Montain View company to supply the systems which equip the dashboards, from Google Map to all the applications that go with it, as well as the voice assistant which will be integrated into the new generation system.
Renault takes the plunge and sells its soul to the devil
A first step for Google which resounds like a thunderclap in the closed world of the automobile. Renault takes the plunge and sells its soul to the “devil”. Google will in theory have a new source of information on motorists who will have the capacity to integrate all of their digital environment in their vehicle and to connect all their terminals, mobiles, home or office computers. Google will be able to know everything about the motorist, his location, his stops, or how long and why to do, what he is listening and what he is watching. In addition to what Google already knows through other terminals. The last bastion that was still relatively protected from digital exposure, the passenger compartment of the cars, was thus taken by storm by the search engine.
What is really behind this partnership?
Beyond the connection of the vehicle (which is already a major stake), it is the future of mobility that is at stake. The autonomous vehicle market and its environment are based, as we know, on an essential resource; artificial intelligence, the ability to collect and process data. And no one can compete with GAFAM in this technology and in particular Google. Since 2013, the American giant has bought fourteen young companies in artificial intelligence, including five in 2014. The most famous acquisition is that of Deepmind in 2014, for the sum of 400 million dollars. It is a marriage of convenience. Google will not get its hands dirty but in the long term it is the entire system that it will control. And despite the denials of the president of Renault who declared in 2014: “It is obvious that we do not just want to become suppliers of bodywork. We want to maintain the attractiveness and control of the product, ”the partnership that the firm has just sealed condemns it in the more or less long term to building bodywork.
With pragmatism Renault has opened the door to the future of mobility
Mr. Ghosn, a clever man, knew the storyline, and his shattering statements were certainly meant only to raise the stakes. The alliance with Google was inevitable, competitors like Qwant or Tom Tom, interfaces developed by manufacturers lack reliability and do not have the same ease of use. Most on-board or car-based systems have a tendency to buggy and updates are complicated or expensive. When it comes to the ability to manage a driverless journey (category 5), no one has the potential of Google. When is the next alliance between a digital giant and an automobile manufacturer? With pragmatism, Renault has opened the door to the future of mobility and the other manufacturers should follow very soon …
When are we going to decide to change dimensions?
Whether Renault chose Google or Google who chose Renault, one can wonder, but in any case it is a new blow to French industry. While Mr. Macron shares his convictions (which are all but convincing) to make France a start-up nation whose meaning is difficult to understand, the machine to crush Europe is moving inexorably forward. However, we have all the tools and skills necessary to regain control of these monopolies, whether American or Chinese. Why this immobility? When are we going to decide to change dimension and react to this industrial and cultural disaster? It’s dizzying.
Francois Nemo : From human sciences to business strategy. Literature graduate. Designer with Pierre Paulin and Roger Talon. Confronted with the world of mergers and acquisitions and branding at DDB Needham and Target. Immersed in the subversive world of digital platforms, I now help entrepreneurs to broaden their vision to build ecosystems, a set of functionalities at the service of an ‘idea that will change the course of “history”.