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Alexa will be integrated into BMWs and selected Mini vehicles starting in mid-2018, the company said today. The integration uses far-field microphones embedded into the car, the company said, and Alexa visual content will be displayed on the head unit inside the vehicle. “It’s a complete, comprehensive set of internet capabilities that is available inside your vehicle,” a BMW executive said at an Amazon event today in Seattle.

The introduction of Alexa into BMW offers Amazon a high-profile perch in the emerging world of tech giant software inside of traditional autos. It positions Alexa as a competitor to Apple’s CarPlay and Apple’s Android auto.

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