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Benchmarking of European OEM Software-defined Vehicle Strategies, 2024

Benchmarking of European OEM Software-defined Vehicle Strategies, 2024

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

RELEASE DATE
14-Aug-2024
REGION
Global
Deliverable Type
Market Research
Research Code: PFM2-01-00-00-00
SKU: AU_2024_925
AvailableYesPDF Download
$4,950.00
In stock
SKU
AU_2024_925

Benchmarking of European OEM Software-defined Vehicle Strategies, 2024
Published on: 14-Aug-2024 | SKU: AU_2024_925

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Description

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.

Table of Contents

Key Findings

Key Findings (continued)

Comparative Analysis: OEM Hardware Strategy

Comparative Analysis: OEM Software Strategy

Comparative Analysis: SDV Strategy & Implementation

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

Research Scope

Growth Drivers

Growth Restrains

Segmentation

Key Competitors

BMW Hardware Strategy

Potential List of BMW Models on New Architecture

BMW Software Development Strategy

BMW Software Platform

BMW Focus Areas, SDV Ecosystem, & Strategy

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

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

Stellantis Hardware Strategy: STLA Architecture

Stellantis Hardware Strategy: STLA Architecture (continued)

Stellantis Software Development Strategy

Stellantis Software Strategy

Stellantis Focus Areas, SDV Ecosystem & Strategy

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

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 1: Evolving Ecosystem

Growth Opportunity 1: Evolving Ecosystem (continued)

Growth Opportunity 2: FoD Business Model

Growth Opportunity 2: FoD Business Model (continued)

Growth Opportunity 3: Pan-industry Collaboration

Growth Opportunity 3: Pan-industry Collaboration (continued)

Best Practices Recognition

Frost Radar

Benefits and Impacts of Growth Opportunities

Next Steps

Take the Next Step

List of Exhibits

Legal Disclaimer

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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.
More Information
Deliverable Type Market Research
Author Manish Menon
Industries Automotive
No Index No
Is Prebook No
Keyword 1 European Oems
Keyword 2 Software-Defined Vehicles
Keyword 3 Vehicle Software Market
Podcast No
WIP Number PFM2-01-00-00-00