Complementarity over compatibility
Rather than doubling down on existing competencies, the automotive industry should look outward for inspiration and innovation. Partnerships with companies from other industries – such as technology, telecommunications, or energy – offer the potential to drive advancements in connectivity and innovation, changing how vehicles are designed, powered, and experienced. Such collaborations can bring fresh perspectives, access to complementary assets, and the opportunity to co-create solutions.
Examples of successful cross-industry partnerships abound. Toyota’s collaboration with NTT, Japan’s leading telecommunications provider, to develop “smartphones on wheels” underscores the value of integrating connectivity and mobility solutions. 
Toyota and NTT teamed up in 2017 to push the boundaries of connected car tech and smart city infrastructure. Initially, the duo focused on data processing platforms for connected cars. By 2020, they took it up a notch, expanding their alliance to build smart cities, syncing with government frameworks to reimagine urban living.
Meanwhile, in 2022, Honda and Sony teamed up to create Sony Honda Mobility Inc., a partnership built to flip the script on the auto industry. Their mission? “Move people through innovation” – a lofty promise to merge Sony’s tech wizardry with Honda’s automotive know-how.
This year, they delivered on that ambition, rolling out their first Afeela-branded cars. These vehicles are where sleek design and smart tech combine to redefine what we expect from a car. It’s a bold move, showing what happens when two powerhouses think outside the box and hit the accelerator on innovation.
The convergence of hardware and software has created manifold opportunities for automotive companies to leverage their collective expertise in AI, data analytics, and digital platforms.
Porsche, for example, teamed up with Rimac Automobili to revive the legendary Bugatti brand, creating the Bugatti Tourbillon – a high-performance EV that aims to hit an eye-popping 500 km/h when it debuts in 2026. Beyond speed, Rimac brings AI expertise to the table. Its driver coaching system leverages nine cameras and in-seat sensors to collect a staggering 6TB of data per hour. The data is turned into real-time coaching to make drivers better – a software marvel for hardware enthusiasts.