As reported by engadget,
At CES 2021, Amazon revealed that it would bring its Alexa assistant to Lamborghini and Rivian vehicles, promising it would let you control climate control, windows and other basic car functions by voice, on top of regular functions like navigation and calls. That sounds similar to what Amazon is referring to here, with Alexa functions working on top of customized vehicle functions — though Amazon didn’t say those automakers would use the new product.
Amazon didn’t reveal the costs or other details about the Alexa Custom Assistant. However, it makes a lot of sense for Amazon to take all the AI tech it’s developed and market it to other brands. The company announced that Fiat Chrysler Automobiles (FCA) will be the first to integrate the Alexa Custom Assistant.