Google and Mercedes join forces to integrate Maps and YouTube into Mercedes vehicles

The deal is a unique arrangement that aims to achieve a balance similar to Goldilocks' preference - providing the desired Google services to consumers while retaining control over the car's entire operating system.

Mercedes-Benz and Google have announced a long-term partnership aimed at giving the German automaker control over its intellectual property and marketplace, while providing drivers with navigation, maps, and YouTube through the tech giant. Although described as a licensing agreement, the partnership goes beyond that. Mercedes-Benz will have access to Google's geospatial offering, including detailed information about places, real-time and predictive traffic information, and automatic rerouting. Mercedes-Benz plans to use Google Maps data to enable assisted driving features such as automatic speed adjustments before intersections, roundabouts, or curves.

Google will provide its AI and data capabilities to accelerate Mercedes-Benz's sustainability efforts, advance autonomous driving, and enhance customer experience. Mercedes-Benz has been working on its own MB.OS operating system, which will launch in the next generation of Mercedes vehicles. The automaker plans to build its own branded navigation using new in-car geospatial data and navigation capabilities from Google Maps Platform.

Starting immediately, customers will have access to initial new features like Place Details provided by Google, with more to come. Mercedes-Benz wants its MB.OS to be so compelling that drivers no longer opt for middleware products like Apple CarPlay and Android Auto, which mirror their smartphones to the car's infotainment system. The end game is high stakes, and Mercedes-Benz hopes to achieve it with the Google partnership.