With its Alexa voice assistant, Amazon expanding reach in the automotive industry

Technology giant Amazon is looking to foray into the automotive industry with its Alexa voice assistant. The technology giant is likely to grow its Alexa-enabled offerings in the coming months and years, including a significant expansion into the embedded software systems of vehicles.

Bringing the popular voice assistant into vehicles is part of a growing automotive business portfolio for Amazon. This plan also includes a consumer research website and a substantial investment in electric-vehicle startup Rivian.

Ned Curic, Vice President of Amazon Alexa Automotive, said, "The real North Star for us is to be embedded with all the cars. That's where we want to get. We're working very hard to get there because we believe that is the best experience."

Audi and BMW Group are the first to start installing Alexa into their vehicles' software system.

Last year, Audi had launched Alexa on the new e-tron all-electric crossover.

Dieter May, Senior Vice President of digital services and business models, BMW, said, “BMW’s partnership with Amazon for Alexa is about providing a seamless experience between their home devices and their vehicles for their digital lifestyles.”