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Software-Defined Vehicles a Forthcoming Industrial Evolution

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Software-Defined Vehicles a Forthcoming Industrial Evolution Software-Defined Vehicles A Forthcoming Industrial Evolution 3 w Software-Defined Vehicles—A Forthcoming Industrial Evolution | Contents Contents Introduction 1 1. Understanding "software-defined vehicles" 2 2. Driving forces of software-defined vehicles 3 2.1 Industrial development requirements 3 2.2 Consumer expectations 3 2.3 Value chain transfer 4 3. Gap between the Present and the Future 6 3.1 The automotive hardware and software architecture does not suit the software-defined vehicles 6 3.2 The traditional waterfall software development model has major limitations 11 3.3 Organizational structure and talent supply are major shortcomings of software-oriented automotive transformation 13 3.4 Obstacles from the supply chain system 14 4. What are the new opportunities 16 4.1 Industry value chain under the "software-defined vehicle" trend 16 4.2 Prominent position of software platforms 17 4.3 From Tier-2 to Tier-0.5 19 5. How should different enterprises respond 21 5.1 OEMs transform based on rational assessment and their capabilities 21 5.2 With "oppression from both ends", parts enterprises should seek self-transformation 23 5.3 Facing both opportunities and challenges, automotive software companies shall create value based on flexible positioning 25 Conclusion 26 Contact us 27 w Software-Defined Vehicles—A Forthcoming Industrial Evolution | Introduction Introduction Over the past few years, standardized hardware of smartphones and computers gradually reached physical limits, pushing industrial transformation from hardware upgrades to software development. The automotive industry is different from the smartphone and computer industries in terms of hardware standardization and technology. Thus, the automotive industry is not ready to replicate the exact development pattern of the smartphone or computer. However, with increasingly standardized hardware and narrowed technical gap, the automotive industry is now likely to go through a similar development process. Hardware design and performance reached a peak due to the limitation of production process or physical properties of materials, and subjective factors such as consumers' stronger sensitivity and demand for an innovative experience, are driving the automotive industry to seek software technology-based transformation and development, attaching more software value to hardware technology. The "software-defined vehicles" concept became increasingly prevalent in the automotive industry. Tesla is the quintessential leader of this trend, whose consumer-oriented OTA software services, autopilot packages, differentiated software marketing, as well as the agile undercarriage hardware & software development architecture and central computing platform are the focus of industry research and discussion. Looking at the innovation case of Tesla, the two most remarkable impacts of software-defined vehicles are: first, network functions decoupled from proprietary hardware appliances, enabling parallel physical and digital development of vehicles while software deciding differentiation; second, software becomes commercialized—the new business model represented by Tesla, such as monthly software updates for performance and function improvement, and software subscription like SaaS, maximizes the life cycle and value cycle of vehicles . Some forward-looking OEMs have begun strategic transformation by enhancing their software capability, while some remain cautious about the software-oriented transformation due to various considerations, such as capital investment and difficulties with internal transformation. This report analyzes the origin of "software-defined vehicles", the driving forces, industry changes, transformation, and new opportunities for the industry, and provides several feasible response models and transformation strategies based on the location and capabilities of the stakeholders on the industry chain, aiming to help OEMs, parts manufacturers, and emerging software companies to comprehend the nature and development process of software-defined vehicles, make rational responses and on-demand layout, and focus on the high profit links of the industry chain transformation in advance. *"Software-Defined Vehicles—A Forthcoming Industrial Evolution" is independently published by Deloitte, and is not authorized, sponsored or officially endorsed by Tesla. 1 Software-Defined Vehicles—A Forthcoming Industrial Evolution | 1. Understanding "Software-Defined Vehicles" 1. Understanding "Software-Defined Vehicles" In 2018 "Software-defined vehicles" Consequently, the core capabilities of Last, enterprises on the industry became a industry hot topic; in 2019, OEMs will shift from mechanical chain, including OEMs and parts Volkswagen CEO Herbert Diess said hardware to electronic hardware and manufacturers, will strengthen that Volkswagen would become a software; the industry value chain will their software capability and software-driven car company1, marking also change from one-off hardware embark on "software-defined the beginning of software-oriented sales to continuous software and vehicles"-centered internal reform industrial transformation. Since then, service premiums. in product development, many interpretations of software- organizational structure, defined vehicles appeared on the First, software and automotive personnel structure, and operation market, including discussions on OTA electronics account for system. In addition, emerging (Over-The-Air) system construction and increasingly more vehicle R&D software companies will capitalize on self-developed operating systems, as costs. The value of in-vehicle the software-hardware synergy to well as detailed analysis of electrical/ software and electronic hardware satisfy the needs of various upstream electronic architecture and basic is expected to exceed that of and downstream enterprises and software platforms. hardware to become the core become the new Tier-1 companies on value of a vehicle. Software cost the automotive industry chain. Based on these interpretations, currently accounts for less than 10% of Deloitte seeks to have a more vehicle BOM (Bill of Material) costs, comprehensive and in-depth which is expected to increase to 50% understanding: "software-defined by 2030—the software includes vehicles" apparently refers to the state application development software, AI that the quantity and value of algorithms, operating systems, as well software (including electronic as the software-hardware integrated hardware2 ) in a vehicle which exceeds controllers, chips and other electronic that of the mechanical hardware; hardware. furthermore, it reflects the gradual transformation of automobiles from Second, software and the highly electromechanical terminals to corresponding improvement in intelligent, expandable mobile performance and functions will electronic terminals that can be determine the differentiation of continuously upgraded. To become future vehicles. Software such intelligent terminals, vehicles are maintenance and upgrading will be the pre-embedded with advanced most economical, convenient, and hardware before standard operating efficient way for future OEMs to procedures (SOP)—the functions and provide differentiated experience and value of the hardware will be gradually improve customer satisfaction. activated and enhanced via the OTA Software iteration will be achieved on systems throughout the life cycle. the basis of hardware redundancy. 1 Source: Volkswagen official website, Christian Senger becomes Brand Board of Management Member for new Digital Car & Services function, https://www. volkswagen-newsroom.com/en/press-releases/christian-senger-becomes-brand-board-of-management-member-for-new-digital-car-and-services-function-4664, February 25, 2019. 2 Electronic hardware includes AI chips, microprocessors, domain controllers, etc. 2 Software-Defined Vehicles—A Forthcoming Industrial Evolution | 2. Driving Forces of Software-Defined Vehicles 2. Driving Forces of Software-Defined Vehicles 2.1 Industry development Unlike the Internet industry, the In recent years, smartphone requirements automotive industry features manufacturers have accelerated Software & algorithm— embedded software development, development of in-vehicle infotainment indispensable for the development which means that for each new products, and automobile of connected, autonomous, function, a corresponding ECU manufacturers have increased their shared, and electrified automotive (Electronic Control Unit) will be added R&D investment in intelligence, technologies and new codes will be developed. connectivity, and man-machine With continuous development of Both intelligent connected technology interaction technologies, indicating connected, autonomous, shared, and and autonomous driving require a that consumers' experience and habits electrified automotive technologies, large number of hardware devices on smartphones have expanded to automobiles are transforming at an and involve a huge amount of vehicles, which means that the accelerated pace from mechanical corresponding software development competition focuses with smartphones equipment to highly digitalized and data processing. Therefore, will also be replicated to vehicles. intelligent information-based terminals. in-vehicle software codes increase Many important functions such exponentially. According to preliminary The frequent iteration of smartphones as monitoring and controlling the statistics, for luxury vehicles, the lines allow consumers to experience major battery pack temperature, running
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