In 2022, Stellantis announced a strategic partnership with Amazon to create SmartCockpit, a software-driven infotainment platform using artificial intelligence and Alexa voice assistance. The goal was to replicate the seamless, personalized experience of a smartphone inside a car. Stellantis promised the system would launch in millions of its cars by 2024.

However, the companies have now confirmed that the platform has been canceled. While no specific reason was provided, Amazon and Stellantis stated that they want to focus on projects that deliver real customer value and better align with their evolving strategies. Despite the ambition, SmartCockpit never made it to production, suggesting that execution challenges outweighed the vision.

Amazon’s exit is not an isolated case. Traditional car manufacturers have been struggling to match the speed and agility of tech firms when it comes to digital experiences. Many brands have now handed over the reins of their infotainment systems to Silicon Valley.

Volkswagen, for example, has faced repeated delays due to internal software problems. Meanwhile, General Motors, Ford, Honda, and Volvo have adopted Google Built In, a full operating system that powers everything from voice assistants to navigation. It is important to note that this is separate from Android Auto.

Apple is also pushing forward with CarPlay Ultra, a new system that takes over every screen inside the car. It is already making its debut in models from Aston Martin, signaling Apple’s growing footprint in the automotive space.

The collapse of the SmartCockpit deal shows how difficult it is for car companies to compete on the tech front. It also raises critical questions for Stellantis about whether to pivot to a Google or Apple solution, or take on the challenge of building an in house alternative.