Embedded voice-based intelligence/AI within the automobile – one more reason for Apple, Amazon, Google/Alphabet and Microsoft to insert/expand their footprint within the auto sector. Vehicles are feature-rich and lend themselves well to voice-based commands/ AIs. Each of Apple, Amazon, Google and Microsoft could readily (and in some cases do) open their respective AI platforms to auto OEMs for the purpose of embedding AI technology within the vehicle. The more strategic question however is whether “success” in this space necessitates that AAPL, AMZN, GOOG and MSFT own automobile operations. Google (via Waymo) and Apple are pushing forward. Will Amazon and Microsoft seek to “own” manufacturing in an effort to increase learnings in the auto sector? Other than autonomous vehicles, what will be the practical global reality 25-50 years forward regarding automobile ownership? Will today’s 20-somethings largely be ridesharers in 2050, or, will they own modular vehicles that may be customized like a mobile phone? The latter scenario would likely prove to be profitable for the automotive aftermarket sector to a degree it has yet to enjoy. Regardless of the practical reality AI will be deeply embedded in vehicles.