Amazon pioneered the home smart speaker with its Echo devices. And its managed to maintain its lead in the category even as competing smart speakers from Google and Apple have come to market. But the next big frontier for the voice assistants that power those smart speakers is the car. Amazon wants drivers and passengers to use Alexa in the car to do everything from asking for directions to turning up the AC. But to win in the car, Amazon will have to convince automakers and consumers it has a better answer than the Android Auto and CarPlay that many people already bring to the car via their smartphones.
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