Battle lines being drawn as more car makers and tech companies join up
The battle lines are being drawn ever more clearly as automakers and tech companies form new and mutually beneficial alliances.
Volvo and Microsoft are the latest as they announce they will join forces to develop the next generation of automotive technologies.
The announcement comes soon after Microsoft's biggest competitor, Apple, introduced its own in-car connectivity software, CarPlay which will be used in a broad range of cars.
Observers reckon the Volvo tie-up could go much further as both the Swedish giant and Microsoft plan to develop self-driving cars and the technology to let you work on the move.
The latest announcement was made as Microsoft showed it new HoloLens system.
This would let customers specify what they want in their cars.
It is expected that the HoloLens augmented-reality goggles will be in Volvo showrooms next year.
Also at the announcement, Volvo released two images that hint at how its new S90 large saloon will look.
The car is due in Ireland before next July with an estate and Cross Country also on their way as the company renews and expands its lineup.
As already reported, the S90 is closely related to the XC90 large SUV and will have the 2-litre petrol and diesel engines that power the current flagship.