Toyota Moves Away From Google And Apple By Signing A Deal For Telenav In-Car Navigation

Earlier this year, Toyota said what a lot of other car companies were thinking when the automaker explained it would rather have its own software inside of its cars than software from Apple and Google. Although Apple’s CarPlay and Google’s Android Auto are designed to effectively link up a driver’s smartphone and their car, they eliminate automakers from the equation, which means car companies don’t necessarily want to adopt them quickly.

Now, Toyota has taken another step in its efforts to remain free from using products built by these technology giants in its vehicles.

The Japanese automaker has signed a deal with two tech companies, California-based Telenav and Washington-based UIEvolution, to equip some of its 2016 models with a dashboard navigation system linked to mobile phones, called the Scout GPS Link system. Importantly, it works with both iOS and Android, but according to the software partners, the system doesn’t take away control from Toyota, which is a growing concern in the auto industry as Apple and Google promote their connected dashboards.

“None of them want to just become a dumb Internet screen for a smartphone,” said UIEvolution CEO Chris Ruff. “The car manufacturers have invested over 100 years in brand, in brand equity, in the promise of their product, and they want to have the ability to keep control of (their cars’ software).”

Ruff feels automakers who add Android Auto or CarPlay to their systems are giving up too much control. He also says that with both Google and Apple making moves in the car market, there is the potential these companies will use their place in the dashboard now to draw users into their cars in the future.

“This is a bold strategy cloaked in the halo of improving the connected car experience for smartphone users,” said Ruff. “If successful, the automotive brands we love could become a distant memory in the future.”

Although this may be an extreme statement, the general sentiment is widespread and represents a concern that’s growing throughout the auto industry.

The partnership between Toyota, Telenav and UIEvolution attempts to make cars smarter without giving up control. In addition to transferring directions from a smartphone to a car, the app updates data stored in the car, including maps, saved addresses, gas prices, store names and other information. By partnering with Telenav and UIEvolution, Toyota is able to control the look and feel of its software in an attempt to communicate better with drivers’ smartphones.

How could Toyota’s decision impact car sales?

One question that arises is whether this decision will prove to be a successful move for Toyota or a short-sighted one. On one hand, the Scout GPS Link system could potentially alienate young consumers who often feel strong loyalty to the company that makes their smartphone, and may be less likely to purchase a car that doesn’t include that company’s dashboard system. However, by choosing to install a system that isn’t owned by Apple or Google, Toyota is retaining more control over its vehicles, which could prove to make the automaker more powerful over time. It’s difficult to know at this point, and once the system starts being used, it will be interesting to see how users compare its functionality to Apple and Google’s more seasoned options.