At CES 2021, Amazon revealed that it would bring its Alexa assistant to Lamborghini and Rivian vehicles, promising that it would allow you to control the air conditioning, windows and other basic car functions by voice, in addition to regular functions like navigation and the calls. It sounds like what Amazon is referring to here, with Alexa functions working in addition to custom vehicle functions – although Amazon has not said those car makers will use the new product.
Amazon did not disclose costs or other details on the Alexa custom assistant. However, it makes a lot of sense for Amazon to take all the artificial intelligence technology it has developed and market it to other brands. The company announced that Fiat Chrysler Automobiles (FCA) will be the first to integrate the personalized Alexa assistant.