#ProjectArtemis

With regulatory bodies the world over forcing the automotive sector to prioritize efficiency over mightiness, industry rhetoric has gradually shifted away from the powertrain. While every brand still wants to squeeze out all available power from ubiquitous four-cylinder motors, providing excess is only a priority in a handful of cases catering directly to enthusiasts.

The idea of a big, brutish luxury car with a monstrous engine still exists, but it’s being supplanted by technology-driven features catering to tech-focused minds and the green movement. Modern luxury is based in connectivity, applications, and distancing one from the experience of driving altogether — or at least that’s what the automotive industry now seems to believe.

And they may have a point. While we’re well aware those advocating “mobility” desperately want it so that they can tap into your data (to enhance revenue using the same grimy business tactics favored by big tech firms), carmakers also need something shiny to dangle in front of consumers so we’ll buy the latest and greatest product. The tech sector is also booming right now, and the industry’s dying to get investors back on its side after seeing the Wall Street performance of EV companies — especially Tesla Motors.

Even the traditionalists at Toyota are buying into it, announcing an important push into software development as they attempt to craft the next industry-standard operating system for cars. It’s also the song Volkswagen Group has sung ever since Dieselgate. Meanwhile, Audi recently explained its own commitment to software after its parent company (VW) tasked it with ensuring the botched launches of the ID.3 and Mk8 Golf don’t become commonplace.