The automotive industry has been dominated by a few giant original equipment manufacturers, but these OEMs are being challenged by the software and service industries, including Apple and Google. Faced with such challenges from new players in the automobile segment, OEMs are strategically investing more in digital services and new business models, shifting focus toward software and service platforms, engaging in the user's daily life, and scalable cloud computing with machine learning and the Internet of Things (IoT). Here, the authors examine this shift toward digital services.