유럽 OEM SDV(Software-Defined Vehicle) 전략의 벤치마킹(2024년)

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.

Table of Contents

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
• Legal Disclaimer