The automotive industry’s vehicle development cycle is traditionally lengthy, with automakers predicting future trends to ensure their vehicles remain relevant upon release. Prior to the emergence of software-defined vehicles, manufacturers had to wait for the next model year to implement feature updates. However, with the introduction of cars like Kia’s three-row EV9, equipped with technology that allows for over-the-air updates via WiFi, this dynamic has shifted.
The introduction of the EV9 marks Kia’s foray into system over-the-air updates, providing features like navigation-based charging guidance utilizing onboard data storage. Sujith Somasekharan from Kia America’s Connected Car and Mobility team highlights how these updates enhance the vehicle’s functionality, such as improving the battery charging pad efficiency through OTA updates.
The automotive landscape is evolving, with cars becoming akin to sophisticated computers on wheels. Electric vehicle manufacturers like Lucid, Tesla, and Rivian heavily rely on OTA updates due to their software-centric nature. Even traditional gas-powered cars are adopting this trend, offering remote software installations and updates.
PCs on wheels
The integration of internet connectivity in modern vehicles provides automakers with opportunities for upselling through subscription-based services. Brands like BMW and Mercedes-Benz have explored subscription models for additional features like heated seats and performance upgrades, reflecting a shift towards software-based revenue streams.
This trend towards software-defined vehicles also raises the importance of distinguishing between software updates for enhancements and recalls. David Kelly, Chief Corporate Officer at Cubic Telecom, emphasizes the significance of this differentiation, particularly in managing customer expectations and brand reputation.
Options by subscription only
Kia’s KiaConnect service offers various subscription tiers, each unlocking different features and services for users. From basic functionalities to advanced capabilities like using a digital key to unlock the car, Kia’s subscription plans cater to diverse customer needs.
While OTA updates streamline software enhancements, some customers may prioritize privacy over connectivity. Kia provides the option for users to deactivate OTA updates and visit dealerships for manual updates, catering to varying preferences.
Kia recently issued an OTA software update for EV9 owners through KiaConnect, addressing a body domain controller logic issue. These updates, ranging from technical fixes to personalized content like NBA-themed skins, showcase the growing convergence of automotive and entertainment technologies.
