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PUBLISHER: Mordor Intelligence | PRODUCT CODE: 1138577

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PUBLISHER: Mordor Intelligence | PRODUCT CODE: 1138577

Automotive Voice Recognition System Market - Growth, Trends, and Forecasts (2022 - 2027)

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The Automotive Voice Recognition System Market was valued at USD 2.01 Billion in 2021, and it is expected to reach USD 3.51 Billion by 2027, registering a CAGR of around 8.07% during the forecast period, 2022-2027.

When the COVID-19 pandemic happened in 2020 the automotive voice recognition system industry was negatively affected due to the resulting manufacturing shutdowns, lockdowns, and trade restrictions. Furthermore, the effects of the pandemic on the automobile industry were amplified due to the fall in automotive production, a decline in automobile sales due to work-from-home routines, and traveling restrictions coupled with a lack of labor.

Since automotive manufacturers have resumed operations due to steadily rising automobile sales in countries with a limited number of COVID-19 cases, the market is likely to recover during the forecast market. Furthermore, the manufacturers are implementing contingency plans to mitigate future business uncertainties to retain continuity with clients in the critical sectors of the automobile industry.

Over the long term, increasing number of automobile production and sales, increased income level of consumers in most parts of the world which is allowing them to spend more on comfort and luxury services, development of infotainment and technology services to provide safety and comfort to the driver as well as preference of young customers for automobiles equipped with latest connectivity and AI features are some of the factors which are expected to drive the market during the forecast period. The number of models offered with voice recognition capabilities is very limited which may impact the growth of the market in the future.

Key players in the market are expanding their services by tying up with major automobile OEMs to integrate their voice recognition technologies in the OEMs' vehicles . For instance, in September 2022, BMW Group announced that they have selected Cerence Inc., a Microsoft Corp. subsidiary to develop a new voice and AI powered voice assistant to be integrated in the latest version of BMW Intelligent Personal Assistant (IPA) which would be available in new BMW 7 Series and BMW i7. Also in March 2022, Volkswagen AG selected Cerence Inc., a Microsoft Corp. subsidiary to integrate voice conversational and AI technologies in its new infotainment system which will debut in the new VW Golf GTi 8.

Asia-Pacific is the dominant market due to large sales of connected vehicles, willingness on the part of young automobile buyers to opt for latest conectivity features like voice rcognition technology and large prescence of automobile OEMs. Europe and North America are the next largest markets because of the close affinity of car buyers with new age technologies like voice recognition and high sales of connected vehicles.

Key Market Trends

Increasing Demand for Vehicle Connectivity and Safety is Aiding the Market Growth

Today young customers looking to buy a car attach more significance to the connectivity features than the mechanical specifications of the vehicle because they demand driving comfort and convenience more than the outright power or torque figures. This trend is increasingly observed in markets like Europe and Asia-Pacific which has led to an increase in the demand for features like in-vehicle voice recognition systems. For instance, in 2021 over 13 million passenger vehicles sold in China featured a voice recognition system. This is a Year on Year increase of 13% over 2020.

Customers are increasingly buying connected and autonomous vehicles for the increased assurance of the safety these types of vehicles have on offer. Both connected as well as autonomous have voice recognition technology as a standard feature. Voice recognition systems have been seen to reduce the number of vehicle accidents since they free the drivers from basic, routine tasks so that the drivers can fully concentrate on driving.

Another trend in the markets like India is launching of vehicles featuring voice recognition technologies that support vernacular languages. For instance, the new Hyundai Venue compact SUV launched in India features a voice recognition system which supports 10 Indian languages , in addition to English and Hindi. By vehicle type mid price vehicles dominated the market because the voice recognition technologies which were earlier available in luxury vehicles are now being increasingly offered in mid price vehicles. For instance, Honda Motor Corp. launched fifth generation City in India equipped with Google's Voice Assistant technology.

Thus increasing sales of connected and autonomous vehicles, trend towards greater vehcile safety and availability of voice recognition systems in mid priced vehicles like family sedans and compact SUVs are some of the factors anticipated to drive the market in the forecast period.

Asia-Pacific Region Anticipated to Dominate the Market During Forecast Period

The Asia -Pacific region expected to be dominant market followed by North America and Europe. Asia -Pacific is a huge market for passenger vehicles. India and China are some of the largest markets for passenger vehicles in the world which contribute to almost 30% of the worldwide passenger vehicle sales thus making Asia-Pacific the most lucrative market for automotive voice recognition systems.

The majority of the vehicles sold in markets like China and South Korea are connected and feature some kind of voice recognition capabilities. For instance, in 2021 68% of the new passenger vehicles sold in China featured voice recognition systems. Thus the high prevalence of connected vehicles in new vehicle sales in markets like China makes Asia-pacific the most dominant region for automotive voice recognition systems.

Europe and North America are also major markets due to the large presence of voice recognition technology developers and the rising sales of connected vehicles in these geographies. Thus, with companies coming up with new innovations in this segment, the market for automotive voice rcognition systems is expected to grow over the forecast period for the commercial vehicles segment. For instance

  • In September 2022, Chevrolet launched new Seeker compact SUV in China featuring Xiaoxue operating system with built-in voice recognition technology.
  • In May 2022, Lexus premiered its new UX compact crossover in Japan. The vehicle comes with a voice recognition system which can be used to on/off the airconditioning system and music in the vehicle.

Competitive Landscape

The automotive voice recognition system is highly consolidated. The market is characterized by the presence of considerably large players who have entered into collaborations with major automotive OEMs. These players also engage in joint ventures, mergers and acquisitions, new product launches, and product development to expand their brand portfolios and cement their market positions.

Some of the major players dominating the global market are Apple Inc. Alphabet Inc., Microsoft Corp., Sensory AI Inc., and VoiceBox Technologies Corp. Key players are launching new products and entering into collaborations with automotive OEMs to secure their market position and stay ahead of the market curve. For instance,

  • In February 2022, Pioneer Corporation introduced Promatix AI its new dedicated platform for mobility which enables functions like search and control through voice commands.
  • In December 2021, Volkswagen AG launched new Golf with improved voice recognition technology which will accept voice commands with Hello Volkswagen phrase.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support
Product Code: 69770



  • 1.1 Study Assumptions
  • 1.2 Scope of the Study




  • 4.1 Market Drivers
  • 4.2 Market Restraints
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Threat of New Entrants
    • 4.3.2 Bargaining Power of Buyers/Consumers
    • 4.3.3 Bargaining Power of Suppliers
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry


  • 5.1 Vehicle Type
    • 5.1.1 IC Engine
    • 5.1.2 Electric
  • 5.2 Vehicle Price
    • 5.2.1 Economy Vehicles
    • 5.2.2 Mid-Priced Vehicles
    • 5.2.3 Luxury Vehicles
  • 5.3 Geography
    • 5.3.1 North America
      • United States
      • Canada
      • Rest of North America
    • 5.3.2 Europe
      • Germany
      • United Kingdom
      • France
      • Italy
      • Rest of Europe
    • 5.3.3 Asia-Pacific
      • India
      • China
      • Japan
      • South Korea
      • Rest of Asia-Pacific
    • 5.3.4 Rest of the World
      • Brazil
      • United Arab Emirates
      • Other Countries


  • 6.1 Vendor Market Share
  • 6.2 Company Profiles
    • 6.2.1 Microsoft Corporation
    • 6.2.2 Apple Inc.
    • 6.2.3 Lumenvox
    • 6.2.4 iNAGO Corporation
    • 6.2.5 Alphabet Inc.
    • 6.2.6 Harman Corporation
    • 6.2.7 Nuance Communications Inc.
    • 6.2.8 Sensory Inc.


Have a question?

Jeroen Van Heghe

Manager - EMEA



Christine Sirois

Manager - Americas


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