BriefCASE: Software-defined vehicles – An identity crisis for the industry?

Throughout the past hundred years or so, vehicles have largely
been defined by their brand and all the engineering effort that is
wrapped up in creating that equity. Software-defined vehicles
represent a sea-change in vehicle development processes and
challenge the industry's core competencies and hard fought brand
identities.

We are entering an era where vehicles will be defined by their
software. Think of that statement. In isolation, it says a lot.
Throughout the past hundred years or so, vehicles have largely been
defined by their brand. Alfred Sloan built a whole company on this
principle. Today, Carlos Tavares, with Stellantis, has built a
house of brands that appeal to different parts of the market with
varying degrees of overlap. The brand of car we drove defined who
we were as people. Driving a Volvo defined one as a “steady Eddie.”
Brands even defined whole professions. Saab? Ergo, must be a
dentist.

In the era of the software-defined vehicle (SDV) all that
history and car culture is in danger of being jettisoned. We have
been here before and only recently. At one juncture electric
vehicles threatened homogeneity and erosion of brand identity. SDVs
will mean a vehicle is only as good as its software. There is a
danger that the understanding of physics and engineering that had
served a brand's DNA for decades will count for less. The
components and systems that make a vehicle steer, stop and start
could become off-the-shelf commodities in the new world of SDVs.
Already, at CES 2024 we saw signs that mechanical components are
being decontented in the SDV era, with the thought that software
will be able to mask any intrinsic shortcomings of
lower-functioning components.

The industry will argue that the SDV will allow vehicles to be
anything that the customer wants to experience. Want your vehicle
set up for a track day? Want to maximize your vehicle's energy
efficiency? Want to upgrade your vehicle's infotainment or
connectivity? “Certainly, sir or madam. Just make a one-time
payment or subscribe here.” However, to deliver an experience in
keeping with a brand it could mean that differentiating hardware is
retained, watering down the benefits of SDVs. Otherwise, the
experience will only be as good as the software; will the software
be able to provide a facsimile of a brand's historic equity?

And herein lies the problem. Software moving center stage in the
world of automotive is inherently risky. It lies outside the
sector's core competencies. It will define companies in the future,
and it is doing so now. Think of the Fisker Ocean and the software
problems that are detracting from an otherwise sound vehicle.
Remember the issues with Volkswagen's first ID vehicles? These
issues and many more will escalate in the future. For the US
market, data compiled by the National Highway Traffic Safety
Administration shows that software-related recalls have increased
from a 10% share in 2019 to 15% in 2023.

The industry's brand equity equations are being redefined and
under threat. And that threatens the established order. SDVs'
advantages are often drawn alongside those of the smartphone. But
there are other, more ominous, portents in the mobile phone world.
Failing at SDVs could leave some on the side of Nokia, while those
who succeed become the next Apple.

Look carefully and the signs are already there. Much of the
change in the Chinese market in the past few years (international
brands that are not Tesla nor premium have seen market share slide)
has been ascribed to Chinese brands' EV presence and the head start
gifted to them by benevolent government policies. They are part of
the market change, but there is more to it.

The Chinese market is still relatively young, and its consumers
are full of digital natives. Personal transportation's ability to
get from A to B becomes the commodity, not the experience it once
was. The experience is defined by what's going on in the vehicle.
Here, Chinese brands have run with the SDV idea first developed and
productionized by Tesla. Like Tesla, they have none of the legacy
vehicle architectures or systems and processes to maintain what the
old guard juggles with.

The new car brands on the rise in mainland China are more about
the digital experience — aka how good the software is —
than they are about the ride. The fastest followers to Tesla are
stacking up among the new Chinese competitors. The likes of Nio and
BYD are closer to getting fully functioned SDVs to market than many
of the leading original equipment manufacturers in the West.

Already, concerns are mounting in the triad markets — US,
West Europe and Japan — that, with China's rising stars looking
to use exports as a relief valve to alleviate increasing domestic
excess capacity, there is a risk to the triad markets' natural
order due to the surge in imports of low-cost EVs. The digital
experience should be added to the EV concerns.

The SDV is often painted as a panacea for the industry's ills,
not least of which is its consistent failure to earn a return on
capital that finds favor on Wall Street. The SDV is the latest
framework for, what the industry hopes, is transformational. In
this, and in no particular chronological order, it joins backward
and forward vertical integration; globalization (build where you
sell); kaizen; just-in-time; high volume platforms; Industry 4.0;
electrification, autonomous drive and many others.

While the SDV stands to benefit the industry, potential issues
with SDVs are not just aligned with brand equity. SDV returns are a
long-term game — revenue advantages will accrue in vehicle
operation post-factory gate and thereafter, it is a question of
fleet size. But, before we even get to the revenue piece, there
will be considerable costs involved. As has been the case with EVs
and autonomy, it will mean OEMs raiding their reserves and the
capital markets as a sunk development cost for SDVs. And, as
already mentioned, software sits outside a typical OEM's realm of
experience. Auto companies are used to measuring tangibles.
Software is nebulous and its effectiveness is impossible to measure
with the auto sector's normal total value management and Six Sigma
toolkits.

The need to plug technology and portfolio gaps, reduce cost
burdens and add scale, all add up to the sector being ripe for
strategic alliances and consolidation (again). The automotive
industry's history is littered with brands that have ceased to
exist because of overreliance on badge engineering. Among the
Detroit Three alone, think Mercury, Oldsmobile and Plymouth. In the
future, we could have a new failure point to add to the list in the
shape of software engineering.

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