We are working to replicate the functionality of a smartphone within the car: Manish Patel, CIO, JSW MG Motor India

In an insightful interaction, Manish Patel, CIO, JSW MG Motor India, at the launch of the all new Windsor EV, shares the technological advancements and strategic initiatives driving the company’s latest vehicle offerings. Patel discusses the integration of mobile-like features in the new Windsor EV, highlighting how the vehicle aims to captivate the Gen Z audience with its advanced tech features, including seamless voice recognition and OTA updates. He elaborates on the implementation of AI, the role of data in refining user experiences, and the company’s approach to enhancing EV adoption in India.

What was the idea behind so many tech features in the new Windsor EV? Do you think that the Indian car buyers are ready for mobile-like features in cars?

We want to bring technology into vehicles that truly amazes people. Forget about people like me—we’re the older generation. It’s the Gen Z crowd that really demands tech features in their vehicles. With that in mind, we’re working to replicate the functionality of a smartphone within the car. The goal is to make it easy to use and easy to update. We’re also integrating voice recognition features, so you no longer need to fiddle with knobs or buttons. You’ll have the option to control the vehicle either through the touchscreen or by using voice commands. For example, you can say, “Increase temperature,” “Increase fan speed,” “Open the sunroof,” or “Close the sunroof.” You won’t have to search for buttons anymore. This is the kind of innovation we’re bringing into vehicles, including the Windsor.

Tech on Wheels has been a jargon we are hearing of late. How well the Windsor fits this phrase? Will it receive OTA updates as well?

Yes, if you look at our first launch, the Hector, which we introduced way back in 2017-18, we built in the capability for over-the-air (OTA) updates. We’ve continued to do so with every launch since then. We introduced the Gloster, the Comet, the Astor, the ZS EV, and the Windsor—all of them come with OTA updates. So, this isn’t something new for us. We’ve noticed that some competitors haven’t yet embraced this fully—some have, but not all.

We’ve been doing this and will continue to, because we understand that customers need periodic updates, similar to how your phone receives them. Occasionally, there are bugs in the software that we need to fix. What we’ve done uniquely with the Windsor is that we’ve integrated a store powered by Jio. All the apps reside in the store, just like on a smartphone, allowing customers to update individual apps themselves. This saves us a lot of time and effort, as I don’t need to integrate everything into one software update. Instead, I simply push updates to the store, and customers can refresh the apps themselves with just a tap—whether it’s a bug fix, a new version, or a new feature.

How are you integrating voice commands in the intelligent EVs? What kind of commands and interactions will be possible?

In Windsor, a unique feature is that the outside rear-view mirrors don’t have knobs. Instead, you can operate them through the touchscreen. From a settings perspective, you can go in and configure it, but if you don’t want to bother with settings, you can just use voice recognition to switch on the mood lights or change the colours to predefined options.

The idea is that we want the driver to focus more on driving rather than interacting too much with the vehicle. The best way to achieve that is by providing a robust voice recognition system that handles about 70% of the commands. Standard commands like switching on and off the AC, opening the sunroof, or opening the boot are already integrated. We’re continuously optimising this feature because Windsor doesn’t have knobs on its console or instrument panel. We’re focusing on improving voice recognition for certain functions and will keep refining it.

How will you collect and use the data generated by these intelligent EVs? What measures are in place to protect user privacy?

We collect data to understand customer behaviour—what features they are using and what they are not. This is crucial for us because we don’t want to offer features that aren’t being used. If a feature is underutilised, it gives us an opportunity to replace it with something more beneficial for the customer.

For example, we collect data to assess whether there’s an issue with voice recognition. We’ve launched voice recognition in six languages, but are those languages being used optimally? We can offer six more languages, but only after analysing the usage patterns of the existing ones. Are customers using them? Is it worth adding more languages? Typically, customers or drivers primarily use Hindi or English. However, there are cases where drivers aren’t fluent in either, and they may prefer speaking Marathi or Gujarati. So, we’ve provided those options and now gather data to evaluate their usability—both in terms of language preference and voice recognition functions within the vehicle.

We’re also collecting data from the touchscreen. Not everyone uses all the vehicle’s functions, so we want to see how we can either improve or remove certain features. There’s no point in offering something that isn’t being used. Our goal is always to replace unused features with something more valuable to the customer.

Which are the six languages that, you mentioned, are in-built in Windsor EV?

They are Hindi, English, Marathi, Gujarati, Telugu and Tamil, if I’m not mistaken.

Have you encountered any accuracy issues with vernacular languages during the testing phase, given that English is predominantly used?

The good part about our relationship with Jio is that their voice recognition technology serves as the base for what they use on their TV platforms. Vernacular support isn’t an issue for them, and they can bring the same capability into our vehicles as well. That’s how we’re managing vernacular compatibility.

When we first launched the voice recognition feature with Jio, we introduced it in both English and Hindi without any issues. The reason for this success is the vast amount of accent-based data they possess. If you’ve experienced Jio’s voice recognition at home with a fibre connection, you just pick up the remote and speak into it. That’s the data they collect and optimise. We’re using the same optimised data for our voice recognition in vehicles.

How would you compare MG Motor with the global market leaders in EVs from the technology perspective?

From a technology perspective, before we launched the Hector, nobody in India was even talking about connected cars. We were the pioneers in this space, and others followed. Yes, connected cars existed in developed markets like the U.S. and Europe, and in countries like Japan or other developed Asian nations. But we were the first to bring it to India.

Voice recognition wasn’t even something people were considering in terms of our behaviour. The idea of controlling certain vehicle features through voice commands wasn’t on anyone’s radar. From a purely connected car perspective, I believe we’ve made significant strides. And again, I’m not comparing my vehicle with others outside of India. I’m just looking at the features. Whether you’re talking about Tesla, Mazda, or any other brand, from a technology standpoint, we’re there. Yes, there will be areas where they are ahead, and other areas where we are ahead. That’s how we approach it.

How are you accelerating the adoption of EVs in India? What are the key challenges and opportunities which are present in India at the moment?

EV adoption is undoubtedly a challenge. I’m not denying that. However, there’s a common misconception among customers: Is it the right time to buy an EV? Considering the fact that infrastructure, particularly charging infrastructure, has significantly improved, this question shouldn’t be as concerning. 

For instance,  we just launched the eHub application. eHub isn’t just for us; it’s for other OEMs as well. So, if you’re driving a competitive EV, you can still use eHub. What does it do? It helps to dispel the myths surrounding EV adoption. 

Now, if I have to travel from Delhi to Jaipur, my first concern would be: Will I be able to charge my vehicle along the way if I run low on power? That’s where eHub comes in. It allows you to plan your trip, know exactly where the charging stations are, pre-book a charging slot, select the time and date, and even pay for it in advance. 

It’s an all-in-one ecosystem designed to put the customer at ease. Even if I were driving from Delhi to Trivandrum, I could plan the entire route, understand my vehicle’s range, and know exactly where I need to charge before running low. I can book the charging slot and pay ahead of time, making the process seamless.

How do you see the Indian EV market evolving in the coming years? What are the key trends and opportunities you would like to capitalise on?

Looking back, when we first launched the EV, we were pioneers in India. While competitors had priced their EVs significantly higher, we were the first to offer an affordable option. As a country, we’re now more focused on sustainability, aiming to transition away from traditional diesel and petrol engines, largely due to concerns over pollution. Sustainability is key, and as a nation, we have set targets to achieve certain carbon credit levels.

Given all of this, the evolution of EVs will continue, and I don’t foresee any major barriers. Ultimately, it’s about how we approach it. The government also plays a crucial role here. The speed at which infrastructure is developed and the incentives provided to consumers when they purchase an EV are vital. Currently, some states offer credits to EV buyers, while others don’t. There needs to be a unified system of incentives for EV users across the country.

The most important factor, in my opinion, is dispelling the myth that owning an EV means facing issues with driving range or charging. Once people realise these concerns are unfounded, I believe EVs will surpass internal combustion engine (ICE) vehicles.

Do you think the government has been supportive in EV adoption?

Yeah, pretty much so. I think it has been very supportive since day one. I mean, there are no questions about that. So I have very few doubts that they are going to say, no, I’m not going to support EV from next year or from tomorrow onwards or something like that. I think it will continue. 

Are you integrating AI in the upcoming EVs?

Yes, to the extent of voice recognition. You can’t do too much from an AI perspective in a vehicle, and AI is still very new. The adoption of it is gradual, and we don’t want to rush into it and risk failure. We prefer to take one step at a time. So, from a voice recognition perspective, AI is the first thing we plan to implement with Windsor. Moving forward, we’ll explore how we can make the best use of it, but for now, we’re just testing the waters.

From your perspective, what can be the use case benefits of integrating AI in EVs?

AI aims to enhance and simplify user experiences. Let me give you a straightforward example. Consider a user manual for a new car. When you buy a car, you usually get a thick manual. What we’re exploring is the possibility of integrating this manual into the vehicle itself using voice recognition. For instance, if a customer notices an engine light on their instrument panel, we want the voice recognition system to intelligently access the manual and advise them to either stop the vehicle or visit the nearest service centre. This is the kind of intelligence we hope to achieve with AI.

Will there be autonomous driving features available in the EVs that you mentioned? What level of autonomy are we talking about here?

The autonomous driving feature at Level Two is what we have achieved so far. Purely autonomous driving is still a long way off. We have autonomous vehicles that are currently being tested. Many others are also testing similar technology. However, no one can claim to produce a fully autonomous vehicle where a driver can simply sit and ride without any issues. Autonomous driving is still evolving and faces many barriers.

Specifically in India, significant integration with existing infrastructure is needed. For example, the car must be able to detect a yellow light, slow down, and stop appropriately. Additionally, the vehicle must navigate corners without collisions. Integration among OEMs is also required. While autonomous vehicles are progressing, the integration with infrastructure—such as vehicle-to-infrastructure (V2I) and vehicle-to-vehicle (V2V) communication—is not yet fully realised. Once these integrations are in place, a more advanced level of autonomous driving could become a reality.

What is your focus area for the next six to twelve months?

In the coming year, we have several business policies and developments in India that closely align with GDPR. We want to observe how customers interact with the new Windsor and use that feedback to enhance our new products or optimise existing ones.