I thought the article did a good job of providing examples such as the VW group using 48V to provide 'sportscar' handling in their high end SUV offerings. Having 48V means that these things can be done.
Incidentally VW started out with 6V. Early Beetle and bus models have the joys of 6V electrics, usually replaced for 12V. The advantages are clear. And so it is with the move to 48V.
With turbocharging there is the problem of the wait, by simply using an electric motor then this problem is solved and a smaller engine can be used to deliver the same power and torque. This is not possible on 12V. But it is on 48V.
Stop-start is another area where 48V makes sense. Plus the HVAC.
Why don't Americans have kettles? Because of 110V, you need 240V to boil a kettle properly. Clearly 240V needs proper British Style plugs with convoluted earth arrangements and different wiring. So 48V is the happy compromise where there is no need for excessively regulated voltages. The 48V number is a multiple of 12V therefore four 12V batteries in series will get the desired potential difference.
Much like how we still have older USB ports for keyboards as well as the fancier ones that do power and multiple monitors, there are plans to run the two power levels in the wiring loom. All the lights on the dashboard will run at 12v for now as will the motors in the doors and seats. However, in time those will possibly become 48V too. Sportscars demand theatre with doors that open in cool ways, so imaginably there will be application here for 48V door locks. Imaginably regular VW hatchbacks will have similar 48V based door mechanisms soon with older models still using the 12V cheaper components.
Before these hatchbacks get 48V windows they will probably get the 48V ABS and the 48V power steering along with the 48V stop start.
None of this is a waste of time for companies such as Volvo and how they are engineering their platforms to take any one of many power supplies, hybrid or full electric. Volvo have no future plans for making ICE only vehicles and clearly the market is going towards this smart 48V tech whether the future is full electric or not.