With its Android Auto software arriving in 2015, Google is already focusing on its next project, one that would allow drivers to make use of Android in their cars without a smartphone. As of now, the use of smartphone auto tech, including Android Auto, requires the presence of a smartphone inside the vehicle. For Google, part of the challenge moving forward will be in convincing automakers to adopt software that would potentially be an integral part of a car’s brand identity.

According to sources, Google is most likely to reveal details about its built-in auto technology in conjunction with the debut of the much anticipated Android M operating software coming in a year or so.

“Americans spend nearly 50 minutes per day on average on their commutes,” Reuters reports. Google’s plan to directly integrate its Android software into vehicles is a step towards becoming less of an add-on and much more an integral part of a driver’s everyday commute.

With Android Auto installed, drivers would be less inclined to make use of other services for entertainment and navigation purposes. “Android would become the standard system powering a car’s entertainment and navigation features,” notes Reuters. “It could allow Google to make use of a car’s camera, sensors, fuel gauge, and Internet connection that come with some newer car models.”

Google’s Android Auto would work without the limitations of a mobile phone that is often prone to poor battery life and may not always be present while driving.

With Android Auto directly enabled in cars, Google would be in a position to collection information from drivers that is valuable to advertisers. Google could collect valuable data about a driver’s commute, anything from average speeds, fuel level, and gas station preferences.

While in development, Google will need to overcome some of the more immediate concerns that automakers may have about building cars with Android Auto. In addition to clear safety issues, Google will also run into problems from automakers that are hesitant to let the tech company define a driver’s experience that is synonymous across many different cars.