Benchmarking of European OEM Software-defined Vehicle Strategies, 2024

Description

Transformative Megatrends Forcing European OEMs to Focus on Pre-competitive Collaboration at a Deeper Level Across their Ecosystem; Previously Unseen in the Automotive Industry

Original equipment manufacturers (OEMs) used to differentiate their products based on mechanical features. Today, however, consumers are increasingly looking for features defined by software, such as driver assistance, connectivity, and comfort-convenience services. The convergence of technologies including electrification, autonomous driving, shared mobility, and connectivity is causing OEMs to migrate from the traditional hardpoint-defined architecture to a software-oriented architecture. Meanwhile, these trends are reshaping customer expectations and forcing OEMs to address them in new-generation vehicles, thereby turning vehicles into software on wheels.

Similar to the mobile phone industry, the automotive industry is experiencing a sort of rebirth. The traditional business models of generating revenue cyclically are being challenged by continuous cash flow generation throughout the vehicle life cycle. Beyond unlocking new safety, comfort, and convenience features, software-defined vehicles (SDVs) have several advantages compared to their hardware-defined counterpart. SDVs allow customers over-the-air (OTA) updates that cover firmware patches; infotainment to receive improvements; monitoring and tuning of core functional capabilities, such as powertrain and vehicle dynamics; and feature-on-demand comfort-convenience services. This allows OEMs the opportunity to improve and upgrade vehicles on the go throughout their life cycle while generating revenue from feature-on-demand services, which culminates in deeper, more connected relationships with customers.

SDVs are at the forefront of monumental changes in the automotive industry. This research service aims to benchmark European OEM SDV strategy. It discusses the impact of these trends on the growth and deployment strategies of different European OEMs in the market.

Product Code: PFM2-46

Growth Environment

Key Findings
Comparative Analysis: OEM Hardware Strategy
Comparative Analysis: OEM Software Strategy
Comparative Analysis: SDV Strategy & Implementation

Transformation in the Software-Defined Vehicle Sector

Why Is It Increasingly Difficult to Grow?
The Strategic Imperative 8™
The Impact of the Top 3 Strategic Imperatives on the Benchmarking of European OEM Software-defined Vehicle Strategies

Ecosystem

Research Scope
Growth Drivers
Growth Restrains
Segmentation
Key Competitors

Software-defined Vehicle Strategy: BMW

BMW Hardware Strategy
Potential List of BMW Models on New Architecture
BMW Software Development Strategy
BMW Software Platform
BMW Focus Areas, SDV Ecosystem, & Strategy

Software-defined Vehicle Strategy: Mercedes-Benz

Mercedes-Benz Hardware Strategy
Potential List of Mercedes-Benz Models on New Architecture
Mercedes-Benz Software Development Strategy
Mercedes-Benz Software Strategy: MB.OS Platform
Mercedes-Benz Focus Areas, SDV Ecosystem & Strategy

Software-defined Vehicle Strategy: Renault-Nissan-Mitsubishi

Renault-Nissan-Mitsubishi Hardware Strategy*
Potential List of RNM Models on New Architecture
RNM Software Development Strategy
RNM Software Strategy: Software Platform
RNM Focus Areas, SDV Ecosystem & Strategy

Software-defined Vehicle Strategy: Stellantis

Stellantis Hardware Strategy: STLA Architecture
Stellantis Software Development Strategy
Stellantis Software Strategy
Stellantis Focus Areas, SDV Ecosystem & Strategy

Software-defined Vehicle Strategy: Volkswagen

Volkswagen Hardware Strategy
Potential List of Volkswagen Models on New Architecture
Volkswagen Software Development Strategy
Volkswagen Software Strategy: VW.OS Software Platform
Volkswagen Focus Areas, SDV Ecosystem & Strategy

Software-defined Vehicle Strategy: Volvo

Volvo Hardware Strategy
Potential List of Volvo Models on New Architecture
Volvo Software Development Strategy
Volvo Software Strategy: VolvoCar.OS Software Platform
Volvo SDV Ecosystem & Strategy

Growth Opportunity Universe

Growth Opportunity 1: Evolving Ecosystem
Growth Opportunity 2: FoD Business Model
Growth Opportunity 3: Pan-industry Collaboration

Best Practices Recognition

Best Practices Recognition

Frost Radar

Frost Radar

Next Steps

Benefits and Impacts of Growth Opportunities
Next Steps
Take the Next Step
List of Exhibits
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