Amazon would like to make it easier for automakers to bring Voice Assistant Platform to their vehicles.

The company announced on Friday a new service in an event — Alexa Custom Assistant — which will help automakers and device manufacturers to develop its own digital assistant services, which will be built on Amazon’s Alexa voice enabled technology.

Though it relies on Amazon engineering, automakers can tailor their digital assistant to their liking by simply placing unique wake voice, words, skills and capabilities, such as search, traffic navigation and updates.

Voice Assistant Platform

The charge to develop a smart assistant using the service will be different based on the device or vehicle, client use cases and language requirements, Amazon said.

Amazon said its solution is meant to eliminate some of the challenges which include a firm building of its own digital assistant technology from scratch, which can be very expensive and time consuming.Although automakers raised flag regarding the its use that its support may also tap into”tens of tens of thousands of Alexa abilities and integrations,” like entertainment ,shopping & smart home.

“The real way that you’re going to want to interact with a voice helper in your car is to get it built in,” Dave Limp, Amazon’s best hardware exec, told CNBC on Friday in a”Squawk Alley” interview. “It takes some time to do this.

“With the inclusion of amazon’s Alexa Custom Assistant service, it permits us to add even more functionalities and flexibility for all those automobile manufacturers to add it & build it in moving into the future,” he added.

The offering is the latest case of Amazon’s attempts to extend Alexa’s reach beyond voice-activated speakers that are smart. Small business has baked the electronic voice assistant into a range of devices around the house, such as clocks, microwaves & smart plugs.

“Obviously we started with smart speakers, we have extended to smart screens, we announced at CES this season with PCs,” Limp told CNBC. “We think this idea of surrounding computing, and Alexa powering that, it has a lot of breadth and it can be in a great deal of different areas.”

Voice Assistant Platform

Over the last couple of decades, Amazon has set its sights on partnering with carmakers to deliver Alexa on the street, either by copying the digital helper into vehicles or allowing more fundamental capacities, like letting owners lock their car’s doors using voice commands from their houses. Last January, Amazon published an edition of its Fire TV streaming support for seatback screens.

Amazon faces competition from Silicon Valley firms like Apple and Google who are also looking to convince carmakers to incorporate their technology to in-car infotainment systems. So far, Amazon has formed partnerships with a growing record of automakers such as General Motors, Ford, BMW, Audi, Toyota, Hyundai and Nissan.

Fiat Chrysler, that has partnered with Amazon on bringing its technology to vehicles, is going to be the first automaker to develop its own digital assistant via Alexa Custom Assistant, Amazon said. Alexa Custom Assistant is going to be incorporated in pick Fiat Chrysler vehicles via its infotainment platform for cars, Uconnect 5.