This photo taken March 30 and offered by Kia Corp. shows the all-electric EV9 SUV displayed at the KINTEX exhibition hall in Goyang, just northwest of Seoul, during the press day of the Seoul Mobility Show on March 30, 2023.
SEOUL, May 1 (Korea Bizwire) — As software-driven vehicles (SDVs) begin to shape the mainstream automobile landscape, more and more vehicles will be personalized to buyers’ preferences without the hassle of visiting an auto repair shop.
Take the EV9, for example. Kia Corp. is set to launch its second dedicated electric vehicle, the EV9, in the local market in the first half of 2023.
The vehicle will allow customers to add features remotely through the Kia Connect Store service, without having to visit a mechanic.
Customers will be able to customize digital patterns displayed on the front grille or add the ability to park and exit the car remotely from outside the vehicle.
They will be able to simply download software to their vehicle, just like installing a new application on their smartphones.
The Connect Store will continue to add new features, and customers can also subscribe to the features they require for a specified time.
This undated image from LG Electronics Inc. shows the concept of an autonomous vehicle using the company’s telematics solutions.
The traditional concept of a car is based on hardware, such as the body and engine, with software “layered” on top.
In contrast, Tesla Inc.’s SDVs are updated frequently to enhance performance, fix glitches, and add new features, similar to installing an app.
The transition to SDVs requires an integrated control platform and software that can be upgraded through over-the-air (OTA) updates, an ecosystem for providing different vehicle services, and the development of autonomous driving technology.
Major automakers are racing to invest in this area.
General Motors Co. is nearing the commercialization of autonomous driving technology after acquiring self-driving startup Cruise in 2016.
Last year, GM invested in the UK-based vehicle data startup Forge, which collects connected car data, analyzes it on its cloud platform, and provides information to automakers and customers.
This file photo offered by Mercedes-Benz Korea shows the new EQS SUV displayed at a press conference held at Grand Hyatt Seoul in central Seoul.
Volkswagen Group launched a software subsidiary, Cariad, in 2020.
The subsidiary will add 10,000 employees and invest 30 billion euros (US$33 billion) by 2026 to develop a vehicle operating system (OS) called VW.OS, which will connect all Volkswagen vehicles to the same software and cloud, accumulate data, and provide optimized services to drivers.
Mercedes-Benz Group has also developed an operating system dedicated to vehicle software, called MB.OS, which will be installed in new vehicles from 2025.
Toyota Motor Corp., which is somewhat behind in the electrification era, has established a software subsidiary, Woven Planet Holdings Inc., and is independently developing automotive software called Arin, which it aims to utilize by 2025.
BMW Group is developing a new generation of electrified and digitized vehicles under the Neue Klasse (New Class) banner and is focusing on software capabilities, having invested in self-driving commercial vehicle service company May Mobility alongside Toyota in 2022 and autonomous driving software developer Autobrain in 2023.
Volvo Group plans to build a software development center in Poland, and Ford Motor Co. has created a subsidiary, Latitude AI, that specializes in autonomous driving.
This photo provided by Stellantis Group shows the Wrangler 4xe plug-in hybrid model.
Stellantis Group will acquire autonomous driving startup AImotiv to supply autonomous driving integration software, and Jaguar Land Rover will invest 15 billion pounds (US$18.8 billion) over five years in electrification, including software.
Hyundai Motor Group is mobilizing company-wide capabilities to invest and secure technical talent with the aim of converting all vehicles to SDVs with wirelessly updated features by 2025.
Hyundai acquired autonomous driving startup 42dot last year to lead the SDV transition.
The automaker has begun hiring experienced IT professionals such as software developers in triple-digit numbers across all divisions of the ICT Headquarters this year and is focusing on hiring experienced software developers year-round in areas such as in-car infotainment and autonomous driving.
In his New Year’s speech, Hyundai Motor Group Chairman Euisun Chung said the company must transform all its systems, including R&D, into software-centered ones to secure the capability to create a perfect SDV and stay ahead of global competition.
Kevin Lee (kevinlee@koreabizwire.com)
