Zebra Technologies Corporation released the findings of its Automotive Ecosystem Vision Study. The study aimed to gauge industry views, priorities and expectations the industry faces, and the challenges and opportunities resulting from rapid digital transformation. All data was collected and tabulated by third-party research firm, Azure Knowledge Corporation.

The study confirmed automotive manufacturers are under pressure to accommodate growing consumers’ preference for electric vehicles (EVs) in the near future. Automotive manufacturers must plan for a smooth transition to EVs, which have a very different requirements from raw materials to final assembly. Technology-led priorities will therefore be focused on increasing automation, building in-house technologies and expanding visibility across their respective production and supply chains. 

The survey was conducted from August to September 2022, with participation from 1,336 respondents globally, including industry decision-makers, fleet managers and consumers. In APAC, the 350 respondents were surveyed across India, Greater China, Japan and South Korea.

APAC consumers, including India respondents, will prefer purchasing EVs in the future
The survey reflects that in the near future there will be a shift in preference, with more than half of consumers (53 percent globally, 60 percent in APAC, including India) indicating going for a hybrid electric vehicle (HEV). However, navigating this increasing demand for EVs comes with challenges as 68 percent of global automotive industry decision-makers (60 percent in APAC, including India) say they are under high pressure to produce next generation (electric) vehicles, while 75 percent of them (71 percent in APAC, including India) are under high pressure to deliver products that are more eco-friendly, sustainable and safer for the environment.

The study also highlights consumers across generations pushing automotive manufacturers’ acceleration to technology innovation as eight in ten say that sustainability and eco-friendliness are key priorities in their vehicle purchase and lease decisions. 87 percent of millennials prioritise sustainability in their vehicles followed closely by 78 percent of Gen Xers and 76 percent of baby boomers. Within APAC, 85 percent of consumers were aligned with these key priorities, consisting of 92 percent of millennials, 83 percent of Gen Xers and 72 percent of baby boomers prioritising sustainability the highest.

Consumers are driving the growing emphasis on personalisation – the ability to customise a vehicle to their liking. Nearly four in five consumers say personalisation options factor into their decision to purchase a vehicle, and eight in ten fleet managers share these same requirements for sustainability and personalisation. APAC consumers resonate with this most strongly when compared with their global counterparts, with 86 percent prioritising personalisation options in their purchasing decisions, and 92 percent of fleet managers sharing the same requirements.

While nearly 80 percent of automotive industry decision-makers globally (77 percent in APAC, including India) recognise consumers expect more sustainable and personalised vehicle options today, around seven in ten concede it’s difficult to keep up with increasing customisation demands. As a result, three in four automotive manufacturers globally say a top priority is to build strategic partnerships with tech companies for their next generation of production. This number is lower across APAC, at 72 percent and 64 percent respectively.

Tan Aik Jin, Vertical Solutions Marketing Lead APAC, Zebra Technologies, said, “The challenges that automotive manufacturers face today include finding and retaining qualified workforce, navigating supply chain disruptions, delivering on heightened expectations around speed and accuracy. While it’s heartening that consumers are leaning towards a greener automotive future with greater preference towards electric vehicles, this is a signal to automotive decision-makers to actively invest more in safer technologies and robust infrastructure, to better serve their customers.”

Trust and transparency in automotive manufacturing
Data and information transparency is highly important to consumers and fleet managers alike, and they are seeking more visibility into the automotive ecosystem. When considering a vehicle for purchase or lease, 81 percent of consumers globally (85 percent in APAC, including India) and 86 percent of fleet managers (92 percent in APAC, including India) indicate they want to understand the origin of materials and parts on their vehicle. Millennials lead the way in demanding more transparency in automotive manufacturing, as more than eight in ten (both globally and in APAC, including India) say it is important to have access to manufacturer information along with knowing if source materials and parts are sustainable and understanding how the vehicle is manufactured from end-to-end.

Beyond gaining greater visibility into the automotive manufacturing process, once they have their vehicles, 88 percent of consumers (82 percent in APAC, including India) and 86 percent of fleet managers (88 percent in APAC, including India) want to understand how the data from their vehicles will be used by the automotive ecosystem.

After a vehicle purchase, 83 percent of consumers and 84 percent of fleet managers expect ownership and control of the data their vehicle generates. This sentiment is similarly shared within APAC, by 86 percent of consumers and 88 percent of fleet managers.

Automotive supply chain visibility
A majority of consumers (79 percent globally, 83 percent in APAC, including India) and fleet managers (81 percent globally, 84 percent in APAC, including India) want end-to-end visibility during the manufacturing process. However, only around three in ten automotive industry decision-makers say they will prioritise connecting real-time data systems (30 percent in APAC, including India) to enable a holistic view of operations and increase visibility across production and throughout the supply chain over the next five years (32 percent in APAC, including India). 

Jin added, “To provide real-time visibility throughout the supply chain, digitising operations via RFID and rugged handheld mobile computers can ensure that both regulations and sustainability expectations are met effectively and efficiently.”

Slightly more than one-third of OEMs globally and in APAC said autonomous mobile robots (AMRs), RFID, rugged handheld mobile computers and scanners as well as industrial machine vision will improve supply chain management. Similarly for suppliers, one-third of those surveyed cite mobile barcode label/thermal printers, wearable computers and location technology as the technologies to do so. 

Rajnish Gupta, Vice President and Head – India and Sub-Continent Business, Zebra Technologies, said, “Manufacturers are innovating to meet changing customer demands, and they are increasing their investment in technologies to deliver more personalised and sustainable vehicles. Along with this, they also need to ramp up their end-to-end supply chain visibility to build the next level of trust with their customers. We are ready to help automotive manufacturers enhance their operational capabilities through digitalisation through varying solutions like the L10ax rugged tablet, RFD90 ultra-rugged UHF RFID sleds, MC9300 DPM mobile computer and Workforce Connect, just to name a few.”

Overall, around seven in ten automotive industry decision-makers (76 percent globally, 67 percent in APAC, including India) agree that digital transformation is a strategic priority for their organisation. In the next five years, they anticipate expanding their use of technology, with 47 percent (both globally and in APAC, including India) focused on additive manufacturing/3D printing and 45 percent globally (46 percent in APAC, including India) on supply chain planning solutions.

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Researchers at Chalmers University of Technology, in collaboration with industry partners, have published a study in Nature Communications demonstrating that reconfigurable battery pack architectures can extend electric vehicle battery operational life by more than 20 percent under specific conditions.

In conventional electric vehicle battery packs, cells are wired in a fixed series configuration, meaning the weakest cell dictates the overall capacity, performance and lifespan of the entire pack. The architecture evaluated by the Chalmers engineering team uses integrated electronic switches and a centralised battery management system to monitor individual cells or cell groups. When a cell experiences accelerated degradation or reduced capacity, the system bypasses the degraded unit while electric current continues to flow through the remaining functional cells.

Albert Skegro, a PhD student at the Department of Electrical Engineering at Chalmers University of Technology, said, "They must all move at the pace of the slowest person and stop when that person stops, regardless of how much energy the others have left. With the architecture we have modelled, the battery can instead bypass the cell that is causing problems and continue using the remaining cells."

Changfu Zou, Professor at the Department of Electrical Engineering at Chalmers, said, "Reconfiguration is not an on-or-off choice. It is a spectrum. Where a manufacturer chooses to position itself on that spectrum determines how much of the potential benefit can be realised."

In a representative modelling scenario featuring an 80 kWh battery pack driven 12,000 kilometres annually over an 18.8-year vehicle lifespan, the reconfigurable system deferred battery replacement by approximately 14 months. The researchers noted that the technology yields the highest performance gains in high-voltage vehicles, including 400-volt and 800-volt electric passenger cars and commercial trucks, where higher cell counts in series increase the statistical probability of individual cell variance.

A techno-economic analysis included in the study determined that implementing cell-level switching hardware increases initial pack production costs by approximately nine per cent based on prototype-scale volumes of 1,000 units. The researchers identified an economic break-even threshold at a 12 percent cost increase, noting that volume manufacturing would lower component costs and increase financial viability for fleet operators and private owners. While prototype applications such as Volvo Cars' SmartCell concept and experimental road vehicles exist, mass-production vehicles using reconfigurable battery packs are yet to enter the commercial market.

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Jakson Green Vehicles has selected Dassault Systèmes’ cloud-based 3DEXPERIENCE platform to manage the design and development of its electric vehicles.

The implementation establishes a collaborative engineering framework to maintain digital continuity across the product development lifecycle. By connecting internal teams and external suppliers, the platform automates workflows, standardises component libraries and manages engineering change requests during early-stage product design. Virtual twin capabilities allow the vehicle manufacturer to conduct virtual validation testing to resolve structural and systems design issues prior to physical manufacturing.

Deepak Thakur, CEO, Jakson Green Vehicles, said, "Using Dassault Systèmes’ 3DEXPERIENCE Platform enables us to apply a collaborative approach and re-engineer our product lifecycle from the ground up. Through this transition from legacy environments to a unified digital thread, it enables strong R&D to achieve twin objectives; accelerated time-to-market and mitigated development costs. This partnership is helping us to transform the early-stage innovation and product design processes."

Deepak NG, Managing Director – India, Dassault Systèmes, said, "As India continues its dynamic growth trajectory, virtual twin technology serves as a powerful catalyst for sustainable innovation, empowering industries to rethink how they design, produce and operate."

The software adoption forms part of Jakson Green Vehicles' plan to build urban zero-emission mobility vehicles and infrastructure across India.

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UK-headquartered energy technology company Gelion has entered into a material transfer agreement with a top 15 global automotive original equipment manufacturer to assess its NES cathode platform for future electric vehicle battery applications.

Under the terms of the agreement, Gelion will supply its sulfur-based cathode active material, coated cathodes and liquid electrolyte to the automotive partner. The manufacturer will evaluate the platform in both liquid and solid electrolyte cell configurations, testing compatibility across lithium metal and graphitic anode pathways targeting luxury and mass-market vehicle applications. The technology is designed to serve as a drop-in cathode material capable of integration into existing battery manufacturing lines without re-tooling.

Matt Wood, Chief Executive Officer, Gelion, said, "Our priority markets are commercial & defence drones, EVs and devices. We are honoured to be working with these major global automotive OEMs, and today’s announcement marks further progress towards the adoption of our technology and the generation of commercial revenues via funded programmes and eventually license and royalty revenue in the global EV market, alongside some of the industry’s leading companies."

"The growing engagement from global EV manufacturers reinforces the potential and attractiveness of our NES™ technology. This momentum is also mirrored in our agreements and partnerships across drones and devices, while our work with Tier 1 materials suppliers is advancing the scale-up of our unique, patented battery materials," Wood added.

The agreement expands Gelion’s ongoing industry testing programs with automotive manufacturers, extending the assessment of its sulfur-based cathode platform across liquid and solid battery systems.

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Honda R&D, a subsidiary of Honda Motor Co., has developed underlying technology for a magnetic coupling wireless power transfer road system in partnership with Taisei Corporation and Taisei Rotec Corporation.

The system enables wireless in-motion charging for electric vehicles, including passenger cars and heavy commercial fleets. The partners plan to initiate demonstration testing on public roads starting in FY2027.

The technology integrates high-power-density receiver and transmitter units from Honda with a high-response direct current power supply system from Taisei and road-embedding construction techniques from Taisei Rotec. By supplying power to electric vehicles while in motion, dynamic wireless power transfer reduces the need for stationary charging infrastructure. The initial commercial focus targets logistics and transport operations, where continuous operation offers economic benefits.

The ground assembly embedded in the roadway combines the inverter and coil into a single unit designed to connect via direct current distribution. This design reduces component counts, simplifies wiring and supports installation into existing road surfaces through standard milling methods. The road pavement structures are engineered to withstand continuous traffic loads from vehicles weighing up to 20 tonnes (20,000kg).

Testing conducted at Taisei Group’s T-FIELD facility in Satte verified system stability and structural durability. Starting in late 2026, the companies will build a test roadway at T-FIELD Tamura to evaluate long-term durability under one million wheel-load cycles, measure power transfer efficiency at outputs up to 150 kW and analyse electromagnetic shielding.

The partnership will also join the Tateyama Expressway demonstration project managed by East Nippon Expressway Company starting in 2027.

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