Is this an Apple or an Android car? That may be the question you find yourself asking in the not so distant future.
"I think the two tech behemoths, Apple and Google, are moving quickly into position. There is a major battle starting to brew over who will take control." said Bryan Reimer, a research scientist at MIT AgeLab and the associate director of the New England University Transportation Center.
"They own the tablet and smartphone space, but the car is an environment that a lot of us spend a lot of time in and they have a strong desire to own that relationship," he added.
While only about 10 percent of automobiles have built-in connectivity today, the number is expected to grow to 90 percent by 2020, according to the consulting group Machina Research. And tech firms are looking to cash in.
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But these companies want to do more than just put apps in a car's dashboard, they want to reinvent the entire driving experience—starting by personalizing it.