软件定义汽车-彻底改变汽车行业

Software-definedvehicles

–revolutionizingtheautomotiveindustry

Date

November2024

Subtitle

Software-definedvehicles(SDVs)catalyzeAutomotivetransformation

Executivesummary

1

SDVsarecharacterizedbydecouplinghardwareandsoftware,buildingarchitecture-ledplatforms,andcentralizingE/E1)architectures.WhilenoOEMhaslauncheda“full”SDV,ChineseandUSplayersareleadinginSDVmaturity.

2

TheadventofSDVsre-shufflesautomotivevaluepools.Themarketsforsoftwaredevelopment(+€36bn),E/Edevelopment(+€13bn),andE/Ecomponentssupply2)(+€199bn)areexpectedtogrowat~5%CAGRuntil2035,abovetheindustryaverage.

3

WhileweexpectEuropeanOEMstoextendtheircapabilitiesandcontinuetodrivetheEuropeanecosystem,techplayersdominatetheChinesemarket,disruptingthetraditionalvaluechainandre-shapingvaluepropositions.

4

EuropeanOEMs’profitsmayincreaseby€20bnby2035,duetotheincreasingmarketsizeandtheshifttomoreprofitablevaluepoolsinanOEM-partneringscenario;ifthetransformationfails,€20bninprofitsareatrisk.

5

ThetransformationrequiresOEMsandsupplierstoadapttheirway-to-playandoperatingmodel.Tofullyparticipateinthe

growthopportunities,largegapsobservedinorganization,processes,governance,peopleandculture,andtoolsneedclosing.

6

Effectivepartnering,especiallywithtechplayers,willbeessentialforOEMsandsupplierstorealizetheirstrategies,balancingstandardizationtogaineconomiesofscalewithproprietaryinnovationtodifferentiateacrosscompetition.

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

November2024

1)E/E=Electrics/Electronics2)Excl.battery2

WhatactuallyareSDVs?

A‘software-definedvehicle(SDV)’isanautomobilethatrelieson

digitaltechnology.Allfunctionalities,incl.driving,entertainment,

communication,safety,andcomfort,areenabled,managed,controlled,andcustomizedthroughsoftware.

SDVsareconnectedtothecloudandinteractdigitally

withtheirenvironment.Newfunctionalitiesarecontinuouslydeployedovertheairwithoutrequiringhardwarechanges.

KeySDVdevelopmentcharacteristicsaretheseparationofsoftwarefromhardware,whichenablesscalability

anddevelopmenttimereduction,andintegrationintodigitalecosystems.

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

November2024

3

Beyondunlockingaworldofbenefitsforcustomers,developingSDVsis

paramountforOEMstostaycompetitive

BenefitsofSDVs

Reducedcosts

•One-timedevelopmentandvalidationcosts

•ReductionofrecallcoststhroughOTA1)updates

•Lessneedforspecializedhardware

★★★

Shortertime-to-market

•Parallelanditerativedevelopmentcycles

•Rapidprototyping/testinginthevirtualenvironment

•Easierintegrationofsoftwareandhardware

★★★

Differentiatedbusinessmodel

•Subscription-orusagebasedservices

•ContinuousrevenuefromOTAupdates

•Differentiatedpricingoffeaturespossible

★

Increasedperformance

•Usageofdatatoimproveperformance

•Intelligentcontrolbasedonsensordata

•AI-supportedservices

★★★

OEMbenefit

Customerbenefit

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

1)OTA=Over-the-air2)V2X=Vehicle-to-X

Upgradabilityandflexibility

•ProductchangesOTAwithouthardwarechange

•Remotemaintenanceandremotehealing

•Configurationtouserandregulatoryneeds

★★

Modernuserexperience

•Customizationtobrandanduserpreferences

•Smartphone-likeinterfaces

•Up-to-dateuserexperience

★★★

Ecosystemsintegration

•Effortlessintegrationintomultipleecosystems

•Usageof3rd-partyapplications

•Easiercollaborationwithequipmentsuppliers

★★

Improvedsafetyandsecurity

•Advancedsafetyfunctions

•V2X2)dataexchangeandswarmintelligence

•Remotevehiclecontrolandtheftprevention

★★★

November20244

Theshiftintechnologyandarchitecturewilldisrupttheautomotive

valuechain,redefiningitsplayers’way-to-playandoperatingmodel

AreasofSDVdisruption

Producttechnologyandarchitecture

Description

•Emergenceofsoftware-basedfunctionalitieswithcentralizedcomputing(e.g.,ADAS)

•Extensionofproductlifecycleand

connectivitythroughOTAupdatesandcloudservices(e.g.,newinfotainment

software)

Challenges

•Softwaredevelopment

•Handlingoflegacytechnology

•Systemintegration

•Industry-widestandardsoninterfaces

•Semiconductorcapabilities

•Cybersecurityconcept

Valuechainand

newindustryplayers

Waytoplay

•Adaptingvaluepropositionandbusinessmodeltocounteract

cutthroatcompetition

•Re-definingtheway-to-playwithinthenewvaluechain(e.g.,inhouse,

partnering)toincreasespeed

•ITandsystemsstrategy,e.g.,toolchain/PLM1),digitaltwin

•IP2)management

•HR/workforcetransformation

•Shiftinorganization,governance,processes,talent,andculture

•Continuousandscaleddevelopmentandhomologationwithintegratedtoolchains

•Valueproposition

•Offeringcharacteristic

•Approachtomarket

•Competitivefocus

•Monetizationstrategy

Operatingmodel

•Entranceofplayersfromoutsidetheautoindustrywithexpandedserviceofferingsanddirect

competitiontoOEMs

•Combattingproductcomplexitythroughco-innovationon

platforms,collaboration,andrevenuesharing

•Dealsstrategy

•Partnerships,cooperation,openinnovationstrategy

•Anti-truststrategy

•Publicincentives/fundingstrategy

•Transferpricing/taxes/customsstrategy

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

November2024

1)PLM=Productlifecyclemanagement2)IP=Intellectualproperty5

SDVsrequirealayeredsoftwareandhardwarearchitecture,which

enablessoftwaredevelopmentandoperationsindependentofhardware

HardwareandE/ElayerSoftwarelayer

SDVarchitecturehighlights

•Includesin-vehicleandcloudcomponents

•Separationofhardwareandsoftwareforrapidupdatesandhardware-

independentsoftwareoperations

•Separationisachievedthroughalayeredarchitectureakintothoseusedby

hyperscalers

•Enablesmodulardevelopmentof

software,togetherwithotherplayers

•Applicationsandfunctionalitiesarecreatedbycombiningunderlying

servicesacrosslayers

•ServicesareusedacrossandwithinlayersviastandardizedAPIs4)

SDVarchitecturestack(simplifiedview)

Mobilityecosystem

In-vehiclelayers

Connectivity

Domains

Cloudlayers

Domains

Services

ApplicationandUX1)

Extendedservicesanddata

BasicservicesandOS2)

Compute

Zoneandcommunication

Sensor/actuator

updatemgt.ADAS/AD3)

Motionandenergy

Infotainmentandbody

Backend

ApplicationandUX

Automotiveand

generalextendedservicesanddata

BasicservicesandcloudOS

Datacenter

Communicationinfrastructure

Environmentalsensing

Support

Digitallifecyclemanagement(incl.continuousintegration)

Developmentandtestenvironment/end-to-endtoolchain

Safetyandsecuritymanagement

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

.-●Accessviastandardizedinterfaces1)UX=Userexperience2)OS=Operatingsystem3)ADAS/AD=Advanceddriver-assistancesystem

4)API=Applicationprogramminginterface

November20246

Distributed

E/Earchitecture

Currentdomain(zone)orcross-domain(zone)centralizedE/Earchitecture

Futurevehicle-concentratedandvehiclecloudcomputingE/Earchitecture

HardwareandE/Elayer

Vehicle

computer

Cloud

Cross-domainfusion

Domain

centralization

Vehiclecomputer

computingplatform

Vehiclecomputer

Computelayer

Zoneand

4

DistributedECUwithfirstconsolidation

Domain1)path

Time

5

communicationlayer

Centralgateway

Zonal2)path

Centralcomputer

Cloudcomputingplatform

6Sensor/

Part-zonefusion(master-slave)

Vehiclecomputerandzonecontroller

Zone

centralization

actuatorlayer

Centralcomputer

Onepath

ParallelpathsOnepath

ECUs3)withoutintegration

DCU4)

ZCU5)

ECUsintegrated

FusionofallDCUsinaVC

DCUfunctionallystripped

ZCUfunctionallystripped

Vehiclecomputer(VC)

Vehicleandcloudcomputingunits

FusionofallZCUsinaVC

FortheirE/Earchitecture,OEMsdecideondomainvs.zonalpaths

mainlybasedontheirheritageandpartnerlandscape

HardwareandE/Ecentralizedarchitecturepotentialpaths

Comment

•Centralizationhasafunctional(logical)andphysical(wiring)aspect

•OEMswillapplyahybrid

approachbetweendomainandzonalpaths

•Whichfunctionalitywillbemovedtozonecontrollersand/orcentralcomputeunitsdependsontheOEM’ssoftwareskillsandits

supplier’sstrategy

•TraditionalOEMstypicallyfollowthedomainpath,whereasnewerOEMs(e.g.,Tesla)followthe

zonalpath

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

Source:BasedonWang,W.,et.Al.2024.“ReviewofElectricalandElectronicArchitecturesforAutonomousVehicles”

1)Domainpath:ECUconsolidationfollowingadomaindrivenapproach(i.e.,groupingADAS,Infotainment,Powertraintodomaincontrollers)2)Zonalpath:ECUconsolidationbasedonphysicallocationoffunctionalityinthevehicle3)ECU=Electroniccontrolunit4)DCU=Domaincontrolunit5)ZCU=Zonecontrolunit

November20247

Thelevelofcentralizationdependsondomain-specificrequirements–

ADAS/ADandinfotainmentmightbeintegratedasonecentralcompute

Leveloffunctionalityintegration

Criteriaforintegration

Levelofintegrationdeterminedby7criteria:

Computerequirement

Securityrequirement

Specialized/nichecapabilities

Impactoncostandweight

Safetyandreal-timerequirement

Faststart-uprequirement

Frequentupdatenotrequired

Complexity

Domain

ADAS/AD

Infotainment

Powertrain

Chassis

Body/Comfort

Software-definedvehicles–revolutionizingtheautomotiveindustry

1)SoC=Systemonachip

Strategy&

Potentiallevelofintegration(logicalandphysical)

Cloud

Centralcompute

DistributedECU

Zonecompute

…

L2+driverassistanceL3+automateddriving

Enabler(e.g.,sensorfusion)

…

…

UXDi3rd

/UI

splayandaudio

-partyapplications

Specializedcompcontrol(e.g.,powelectronics)

onent

er

…

Enginecontrol

Gearbox

AB

S

/ESP

Steering/suspension

ClimateSeating

Xx=Exemplaryfunction

Likelyallocationoffunction

•ADAS/ADand

infotainmentmightbeintegratedintoone

centralcomputeunit

•Eventually,integrationonSoC1level

(fusionchip)

•Powertrainandchassismightbeintegratedintoonedomaincontroller

•SpecializedECUsin

powertrainandchassiswillnotbeintegrated

•Bodyfunctionslikelytobeintegratedfullyin

zonecontrollers

November2024

8

ChinesevehiclemodelsarethemostadvancedwithregardtoSDV

characteristics,andhavesurpassedUSandEUplayers

SDVmaturityofrecentlaunches

SDVmaturity(evaluationacrossselecteddimensions)

Software/E/Earchitecture

Softwareupdatability

Safetyandsecurity4)

Userexperience

Ecosystemintegration

SDVmaturitylevels1)

E/E-controlledPartiallysoftware-definedFullysoftware-defined

SW2)andHW3)distributedSWmodular,HWdomain-orientedSWservice-oriented,HWcentralized

Safety-criticalOTAupdates

Manual

Non-safety-criticalOTAupdates

.

Autonomousdriving(L4)

Basic

Advanced

StaticConnectedPersonalized

BasicaccessV2XcommunicationSeamlessintegration

PerspectiveonSDVmarket

•WehavedefinedSDVmaturitylevelstoevaluatethestatusoftheindustry

transition

•OurevaluationshowsthatChineseplayersarecurrentlyleadingthemarketintermsofsoftware,E/E

architecture,andupdatability

•UserexperienceandecosystemintegrationisalsoledbyChineseplayers,followedbyUSplayers

•Intheareasofautomateddriving,

safety,andsecurity,Europeanplayersareleading

Chineseelectronicsplayersportscar

SedanbasedonChinesetechplayerSDVstack

GermanEV

premiumvehicle

GermanEV

volumesedan

●USEVbestseller

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

1)Detaileddefinitionalongallfivematuritylevels:

/jp/en/knowledge/column/definition-of-sdv.html

2)SW=Software3)HW=Hardware4)Safetyrefersmainlytoactivesafetyandautomation(i.e.,automateddriving),securityreferstocybersecurity.Thedimensionswereevaluatedseparatelybutsummarizedtosimplifythevisualization.

November20249

E/Esupply,incl.softwareandE/Edevelopment,isexpectedtogrow

at~5%p.a.,leadingtoopportunitiesfornewmarketentrants

Marketexpansionopportunities

2

3E/Esupply[EURbn]

E/Edevelopment[EURbn]

1Softwaredevelopment[EURbn]

ADAS

InfotainmentandConnectivityEnabler

SW&HWE/EDevelopmentADAS

InfotainmentandConnectivity

SoftwareDevelopment

HardwareE/EDevelopment

ChassisControl

BodyandComfort

Powertrain

ChassisControl

Powertrainexcl.Battery

617

65

52

108

43

45

153

123

112

81

36

126

+5.3%p.a.

483

368

102

34

80

99

78

76

55

BodyandComfort

—48

3594

12

28

+4.9%p.a.

78

4

5

5

10

15

39

+5.2%p.a.

126

31

95

6

102

24

5

6

76

18

12

19

95

78

59

49

•SoftwaresuppliersentertheE/Emarketto

improvetheirofferings’performance;tech

playersbenefitfrommodularizedarchitectures

•Levers:designsoftwareandhardwarefromasinglesource1)andcustomizetoapplication2)

•Furtheropportunitiesthroughstandardizationwithautomotivechiplets

•Movementsofselectedtechplayersintofast-growingE/Esupplysegmentstomanifest

controloverelectronicsandleverageexistingcapabilities

•ADASandPowertraingrowthissignificantlydrivenbytheincreaseinADASandBEV3)take-rate

202520302035202520302035202520302035

•ADASandinfotainmentdomainshavethelargesttotaladdressablemarket

•Infotainmentandconnectivityandenablerfunctionsaredrivenbycybersecurityneeds

•Significantgrowthcontributionexpectedfromtraditionallylesssoftware-drivenareaslikebodyandcomfortandchassiscontrol

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

November2024

1)FocusonSoC(SystemonaChip)2)Cross-industryexample:Apple’sM1Chip3)BEV=Battery-electricvehicle10

WedifferentiatefourfutureSDVmarketscenarios–incl.atech-

dominatedscenarioinwhichtechplayersbecomethenewOEMs

BasedonStrategy&SDVmarketmodel

SDVvaluechaindynamicsandscenarios(simplified1))

Marketplayers’totalvalue-addshare

HWE/E

development

Material

HWother

development

SWdevelopment

Vehicledefinitionandhomologation

Productionandassembly

Marketscenario2)

VehicleE/EandSWarchitecture

SDVfuturescenarios2035Today

21%

OEM-driven(as-is)

5%

ValuechaindirectedbyOEM,

75%

developmentandcomponentsupplymainlyexecutedbyTier-1suppliers

Increasingvalue-add,e.g.,viabattery

SignificantSWandE/Ecapabilitiesbuild-up,partneringwithtech

8%

31%60%

OEM-partnering

OEM-designed

Shifttowardsbuildingownsoftwarecapabilitiesandteamingupwith

traditionalornewOEMs

21%

Increasingconsumer-electronicsoriginated

E/EandSWstacksourcedfromandincreasinglydesignedbytech,asalternativetotraditionalOEM/Tier-1partnerships

Increasingtechsharemostlyfrom

BEVproliferation(batteries)

Balanceofpower

12%

66%

Concurrent,butco-existingvaluechainconfigurations

ExtensionanddefenseofSWdev.capabilities

HWE/Edev.inpartnership

withtech

IncreasingTier-1sharemostly

frombattery

Increasing

vehicleassemblytakeoverofTier-1

Homologation

capabilities

build-up

12%

5%

Tier-1platform

scalinginthe

market

Tier-1-driven

84%

Extensionofsuppliercapabilitiesandresultingvalue-add

Differentiatingnon-E/E

capabilitybuild-upat

techplayers

Techplayer-

designedvehicle

VehicleassemblypartneringwithTier-1

Techplayersevolvingintoelectronicsprovider

10%

31%

Vehicleintegratedintoecosystemoftechplayer

(e.g.,mobile,home,entertainment)

Tech-driven

59%

Re-definitionofmarketboundaries,valuepropositions,andbusiness

models

$437bn

$95bn

$31bn

$26bn

$2,505bn

$11bn

$16bn

$3,121bn

Totalvalue-add2035

AutomotiveOEMTraditionalTier1/2Technologyplayerincl.SWengineeringserviceprovider

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

1)Schematicandsimplifiedvisualizationexcl.timedynamicsofabsolutemarketvolumesorshares

2)MarketscenariosdescribeatheoreticalpureplaystateinwhichAutomotiveOEMs,Tier1/2suppliers,andtechplayersinteractwitheachotherSource:Strategy&SDVmarketmodel

November202411

EuropeanOEMs’profitmayincreaseby€20bnby2035duetoSDV-

enabledincreaseinvalue-add;iftransformationfails,€20bnisatrisk

FocusEuropeanOEMs:Value-addandprofitdevelopment

Value-addin2035[€bn]Revenuein2035[€bn]2)

Profitin2035[€bn]3)

~83

~780

~660

~1,070

0

(+240)

(+0)

(-50)

(-170)

~30-50

~20-40

■Marketscenario1)

OEM-partnering

Shifttowardsbuildingown

softwarecapabilitiesandteamingupwithtraditionalornewOEMs

~330

~60-80

(+160)

(+20)

Balanceofpower

Concurring,butco-existingvaluechainconfigurations

SDVfuture2035

~220

~40-60

(+50)

(+0)

Tier-1-driven

Extensionofsuppliercapabilitiesandresultingvalue-add

~120(-50)

(-10)

Tech-driven

Re-definitionofmarket

boundaries,valuepropositionsandbusinessmodels

~100(-70)

(-20)

As-is2025EUR~170Bn

As-is2025EUR~830Bn

As-is2025

EUR~40-60Bn

ImplicationsforEUOEMs

•Value-addofEuropeanOEMsmayvarybetween€330bnand€100bndependingonthemarketscenario

•Theshiftfromahardware-centrictoasoftware-definedproductalsoshiftsprofitpools,asthehighly

profitableareaofsoftwarehasabove-marketgrowth,andnewplayersareenteringthemarket

•DependingontheOEMs’strategicdirection,way-to-play,andabilitytoexecute,thechangeinprofitsisexpectedtorangebetweenan

increaseof€20bnandadecreaseofabout€20bnin2035

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

1)MarketscenariosdescribeatheoreticalpureplaystateinwhichAutomotiveOEMs,Tier1/2suppliers,andtechplayersinteractwitheachother2)Basedonvaluepoolscoveredonpage“SDVvaluepooldynamicsandscenarios”–excludingmarketingandsaleslayers3)Notethatmanyfactorscaninfluenceprofits;werefertoascenariowhereallotherprofit-influencingfactorsareunchanged(e.g.,improvedcoststructuresarenotusedtoreduceprices)

November202412

ThelikelySDVscenariodiffersacrossregionsbasedonecosystem,

technology,customer,andregulatorycharacteristics

Regionalscenariosandcharacteristics

UnitedStates

China

•IncumbentOEMvehiclesmainlyconservative,newentrantswithinnovationleadership

•Tier-1shardware-focused,softwareevolving

•TechplayersstronginADAS/AD,E/E,andcloud

•OEMsleadingthevaluechain,butreliantonpartnershipsforinnovationexecution

•Tier-1progressinsoftware,butOEM-dependent

•Fewrelevantlocaltechplayers

■Europe

Ecosystemplayers

•IncumbentOEMsmovingtowardsSDV

•Tier-1swithstrongtechcapabilitiesatscale

•TechplayersstronginADAS/AD,electronics,andcloud;alreadyestablishedasOEM/Tier-1

•FocusonBEVcatch-up,butvolatiledemand

•ADASadvancements;selectedADextensions

•Slowtime-to-marketduetocomplexlegacy

platformsandorganization;cybersecurityanddataprivacyimperative

•IncumbentsfocusonICE1);extendedtime-to-market

•NewentrantsfocusonBEV-/SW-drivenarchitectures;shorttime-to-market

•TechplayersandOEMsdriveADfleetprogress

•Convenience-seekingcustomerbase

•Strongdigitalconsumerecosystem

•Fragmentedregulatorylandscapewithlocalizedinnovationhubs(e.g.,California,Texas)and

policiestofosterlocalbusiness

•FocusonBEVandconnectivityacrossplayers,

Auto

technology

software-drivenarchitecturesquicklyproliferating

•TechplayersdriveADfleetprogress

•Strongcustomer-centricityandshorttime-to-marketasimperative,yetlessfocusonquality

•Conservativecustomersvaluingquality,safety,anddataprotectionoverexperimentalinnovation

•Fragmentedregulatorylandscapewithhighpriorityondecarbonizationaswellasprotectingthe

Customers

•Verylargetech-savvycustomerbase,nativeintech-drivenecosystems

•Coordinatedregulatorylandscapewithhighpriorityonprotectingthecollective

Regulation

(e.g.,dataprovisionobligation)

individual(e.g.,dataprivacy,trafficsafety)

•StrongstateR&Dsupporttoadvancesociety

OEM-partneringBalanceofpowerTech-driven

LikelySDVscenario

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

November2024

1)ICE=Internalcombustionengine13

OEMsneedtodecideontheirfutureway-to-play,whichdefinestheir

valuechaincoverage

OEMs’ways-to-playintheSDVera

SDVcategoryleader

SDVpremiumplayer

OfferspremiumSDVstailoredtocustomers,inpartnership

withSDVplatformprovider

Closecustomerrelations,claimingtosolvecustomerneeds

Competesonchoice,fit-for-purpose,andcompletenessforitscustomerprofiles

OffersinnovativeSDVsand

shapesthemarketwithits

ownplatformandecosystem

Strongbrandusingthelatesttechnologywithinan

integratedecosystem

Competesontechnical

superiorityandintegrated/seamlesssolutions

Value

proposition

Competitivefocus

Differentiation

SDVvaluechain

Broadcoverageacrossallstepswithhighin-house

investments

Selectivecoveragefor

differentiatingelements,

partneringforE/Edevelopment

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&1)B2B=Business-to-business

SDVvalueplayer

Offerslow-pricedSDVsinte-

gratingoff-the-shelfsolutions,leveragingeconomiesofscale

Productubiquityand

simplicity;salesviaownand3rd-partychannels

Competesonprice-for-valuewithafocusonscale,productrobustness,andsimplicity

Limitedcoverage,cost-focusonessentialelements,buys

E/Edevelopment

SDVplatformprovider

Offersanintegrated,turn-keyandopentechecosystemandtechstackforOEMs

Facilitationof3rd-party

innovation;strongB2B

solutionsalesandsupport

Competesoncompleteness,simplicity,andcontinuouslygrowingplatformscale

FocusonB2B1)SWandE/Esolutions,minimalcoverageinvehicledefinition

Combinationspossible

Made-to-orderproducer

Offersscalablemade-to-order

productionandvehicle

assemblyservicesglobally

Scalableandflexible

production;closeOEM

relationwithkeyaccountsales

Competesonproduction

technology,scale,global

deliverycapabilities,andprice

Narrowcoverageinvehicle

definition,focusonscalabledevelopmentandproduction

November202414

Strategy&capabilityprofiler

IllustrativetransformationneedofalegacypremiumOEM

CapabilitygapbasedonthelegacypremiumOEM’sexistingcapabilityset

3

Selectedways-to-play

SDV

categoryleader

SDV

premiumplayer

SDV

valueplayer

2

1

0

OrganizationProcessesGovernancePeopleand

culture

Tools

OEMs’transformationneeddependsonthechosenway-to-playand

theirexistingcapabilityset–largestgapsaretoSDVcategoryleader

OEMs’implicationsonoperatingmodel

Differencesintransformationneed

Capabilitygapfromstrongcustomer-centricproductdevelopmentanddedicatedarchitecturedepartment;generallyincreasingneedforpartnershipmanagement

Transformationtosoftware-andSDVarchitecture-leddevelopmentwithlean,automatedprocesses;generallyincreasingneedfortechintegrationcapabilities

Governanceefficiencymandatoryforallways-to-play;differencesinflexibilityofpartnershipmodels;valueplayerwithrigidapproachfocusingoncosts

Hiring/retentionoftoptechtalentsandfosteringacultureofinnovationdecisiveforcategoryleaderandpremium

player

Shifttowardscontinuousimprovementofautomatedend-to-enddevelopment/testingtoolchain;however,

valueplayerwithlowDevOpsandsimulationneeds

Software-definedvehicles–revolutionizingtheautomotiveindustry

Strategy&

Legend:0=best-in-class,notransformationneed,1=strongcapabilities,lowtransformationneed,2=somecapabilities,mediumtransformationneed,3=littlecapabilities,hightransformationneed;Source:Strategy&SDVcapabilityprofiler

November202415

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