Luxury SUVs now equipped with tablets designed by BYD, leveraging decades of expertise from Apple.
Chinese automotive company BYD has made a significant move in the tech industry with the debut of its first-ever in-house tablet. The tablet is integrated into the new premium SUV Tang 7, a plug-in hybrid vehicle set to launch in China in 2023, and will also be available in Europe under the Denza brand.
The tablet expands the central display in the vehicle's cabin, providing an intuitive, large touchscreen interface for infotainment, navigation, and vehicle controls. This integration aligns with BYD’s broader approach to incorporate advanced digital interfaces and smart technologies into its vehicles.
BYD positions itself as a serious competitor to tech giants like Huawei, Xiaomi, and even Apple with this tablet launch. The company has 15 years of experience as an Apple supplier, supplying components like titanium frames for iPhone Pro models. BYD leverages this experience to gain an edge against competitors, seeking to gain more control over the hardware and software in its vehicles.
The premium electric SUV segment is highly competitive, with rivals from Tesla, Nio, and traditional luxury automakers also integrating advanced digital cockpits and large touchscreens. BYD’s use of tablets aims to compete by offering a proprietary or more customizable user interface, potentially distinguishing the Tang 7 through software and ecosystem advantages.
The demand for premium electric SUVs with advanced infotainment and connectivity features is growing globally, driven by rising consumer expectations for tech-rich vehicles. Market acceptance hinges on the tablets’ performance, user interface design, and seamless connectivity, which influence overall vehicle satisfaction and brand reputation.
While detailed specifics on the tablet hardware supplier or software platform in the BYD Tang 7 were not found, it is clear that this strategy is consistent with BYD’s goal to position the Tang 7 as a leader in the premium EV SUV segment by leveraging digital innovation.
The market for Smart Vehicles is predicted to generate over $742 billion (approximately €635 million) in additional value worldwide annually by 2030. BYD's strategy of integrating tablets into its vehicles could potentially contribute to this significant growth in the market.
Reports of the tablet launch have been made by reputable sources such as the Wall Street Journal and Handelsblatt. BYD reduces its dependence on external providers in the auto and entertainment sectors with its tablet, aiming to create an ecosystem that binds customers and opens up new revenue streams with a stronger integration of mobility and entertainment.
The launch date for the Tang 7 in Europe has not been specified, but the tablet will be available in China in 2025. BYD seeks to gain more control over the hardware and software in its vehicles with its own tablet, a move that could potentially set a new standard in the electric vehicle market.
- BYD's debut tablet, integrated in the Tang 7 premium SUV, aligns the automotive industry with the tech industry, blurring the lines between vehicle manufacturing and technology.
- With its tablet launch, BYD challenges tech giants like Huawei, Xiaomi, and Apple in the realm of digital interfaces and smart technologies, leveraging its 15 years of experience as an Apple supplier.
- The incorporation of tablets in vehicles is a strategic move by BYD to compete in the premium electric SUV segment, offering a proprietary user interface and potentially setting a new standard in the electric vehicle market by 2030, as the global market for smart vehicles is predicted to grow significantly.
