[…] Over the next year, the memory shortage — sometimes known as RAMageddon — will likely raise vehicle prices by a few percentage points, on average, [said Sam Abuelsamid, an analyst at Telemetry and a former automotive engineer]. The relative amount would be smaller than the shocking double-digit jumps for gaming consoles and MacBooks but in some ways more significant: A 4 percent price hike for cars amounts to some $2,000 on average. Cars with those centralized computers will be affected the most, but no vehicle will be spared. “Even if you don’t need the high-end chips, you’re going to pay more even for the low-end chips just because of the supply constraint,” Abuelsamid said. On a recent earnings call, Ford’s chief financial officer said that the company had paid $1 billion in higher materials costs due to the memory shortage and inflation. GM and Volkswagen, too, have noted rising chip costs to investors. (Ford and GM did not respond to a request for comment. A spokesperson for Volkswagen told me that the company has “recognized an increased demand for memory chips, primarily driven by growing requirements in other industries,” and that in recent years, Volkswagen has taken measures to “mitigate supply risks.”)
RAMageddon is poised to last for several years, but the consequences for car buyers may be permanent. Consider what happened during the pandemic, when supply-chain disruptions and rising demand for electronics produced a major chip shortage. Nearly every major car company had to slash production because they simply couldn’t procure enough chips, and shifted their focus to selling higher-end and higher-profit vehicles. Potential customers already willing to spend six figures on a car are much less likely to care about a 5 or 10 percent price hike, [said Ivan Drury, the director of insights at Edmunds]. Even now, car companies are continuing to focus on selling more profitable models. Since the pandemic, the average price of a new vehicle has jumped $11,000.
The AI-fueled chip crisis could play out more severely. The average price of a new car could, before long, jump to $60,000 and beyond. These rising costs are making cars even more similar to computers and all of the software they run: Perhaps in an effort to mitigate higher prices, some automakers are also introducing in-car advertisements and putting certain features, such as heated seats, behind a paywall. As cars have morphed into computers, the inevitable next step is for automakers to behave like modern tech companies.
