北美OEM軟體定義汽車戰略基準，2024年

北美OEM處於向可重複收益途徑轉型的最前沿，未來的成長取決於利用資料商業化戰略的創新經營模式。

目標商標產品製造商（OEM）過去常常根據機械特徵來區分其產品。如今，消費者對軟體定義功能的需求越來越大，例如駕駛輔助、連接性和增強的便利服務。電氣化、自動駕駛、共享行動和連接等技術的融合推動OEM從傳統的硬點定義架構轉向軟體導向的架構。同時，這些趨勢重塑客戶的期望，並迫使OEM以新一代車輛來應對這些期望，將汽車變成車輪上的軟體。

與行動電話產業一樣，汽車產業經歷復興，傳統的週期性收益經營模式面臨著在整個汽車生命週期中持續產生現金流的挑戰。汽車產業從硬體方法轉向軟體方法。汽車變得越來越複雜，軟體程式​​碼行也比以往任何時候都多。

軟體定義車輛（SDV）的概念獲得關注並影響產品和功能開發理念。 SDV 提供了新的安全性、舒適性和便利性，以及比硬體定義的許多優勢。 SDV 涵蓋韌體補丁、用於改進的資訊娛樂、動力傳動系統和車輛動力學等核心功能的監控和調整，以及為客戶提供韌體功能更新的無線舒適性和便利服務。這使得OEM能夠在車輛的整個生命週期中進行改進和升級，同時從按需功能服務中賺取收益，與客戶建立更深入、更緊密的關係。

SDV 也處於汽車產業巨大變革的前沿，改變了汽車的設計和開發方式。架構的變化是顯而易見的，OEM喜歡新的架構而不是傳統的平台架構。

本研究服務對三個北美OEM的SDV 策略進行了基準測試。討論這些趨勢對Ford、GM和Tesla的影響。也分析了 SDV 領域的OEM和供應商周圍的生態系統。

目錄

成長環境

• 主要發現
• OEM比較分析：硬體策略
• OEM比較分析軟體策略
• OEM SDV策略與實施比較分析

軟體定義汽車領域的轉型

• 為什麼成長越來越困難？
• The Strategic Imperative 8（TM）
• 三大戰略重要性對北美OEM軟體定義汽車基準化分析的影響

生態系統

• 調查服務範圍
• 生長促進因子
• 成長抑制因素
• 定義市場區隔
• 主要競爭對手

北美OEM軟體定義汽車策略：Ford

• Ford的硬體戰略
• 可能配備Ford新架構的車輛清單
• Ford的軟體開發策略
• Ford軟體策略 Model e（TM）業務部門
• Ford的關注領域、SDV生態系統與策略

北美OEM軟體定義汽車策略：GM

• GM的硬體策略：車輛智慧平台
• 車輛智慧平台部署
• GM的軟體開發策略
• GM的軟體戰略Ultifi軟體平台
• GM的關注領域、SDV生態系統與策略

北美OEM軟體定義汽車策略：Tesla

• Tesla的硬體戰略
• Tesla新架構車型候選名單
• Tesla的軟體開發策略
• Tesla的軟體戰略軟體平台
• Tesla 的關注領域、SDV 生態系統與策略

成長機會宇宙

• 成長機會1：SDV為功能虛擬與雲端運算帶來機會
• 成長機會2：OEM使用 Pureplay 軟體公司加速向 SDV 過渡
• 成長機會3：IT公司幫助汽車製造商開發技術訣竅

最佳實踐認識

FROST RADAR

下一步

• 成長機會的好處和影響
• 下一步
• 圖表列表
• 免責聲明

North American OEMs have been at the Forefront of the Transition to Repeatable Avenues of Revenue, and Future Growth Hinges on Innovative Business Models that Use Data Monetization Strategies

Original equipment manufacturers (OEMs) used to differentiate their products based on mechanical features. Today, consumers are increasingly looking for software-defined features, 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 traditional hardpoint-defined architecture to software-oriented architecture. Meanwhile, these trends are reshaping customer expectations and forcing OEMs to address them in new-generation vehicles, turning vehicles into software on wheels.

Similar to the mobile phone industry, the automotive industry is experiencing a rebirth, and traditional business models of cyclical revenue generation are challenged by continuous cash flow generation throughout the vehicle life cycle. The automotive industry is transitioning from a hardware to a software approach to building vehicles. Vehicles are increasingly complex, with more lines of software code than in previous years.

The software-defined vehicle (SDV) concept has gained traction, impacting product and feature development philosophies. Beyond unlocking new safety, comfort, and convenience features, SDVs offer more advantages than their hardware-defined counterparts. 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 to improve and upgrade vehicles on the go throughout their life cycle while generating revenue from feature-on-demand services, culminating in deeper, more connected relationships with customers.

SDVs are also at the forefront of monumental changes in the automotive industry; they are changing the way vehicles are designed and developed. Changes in architecture are evident, with OEMs preferring new architecture over traditional platform architecture.

This research service benchmarks 3 North American OEMs' SDV strategies. It discusses the impact of these trends on Ford, GM, and Tesla. The analysis also covers the ecosystem surrounding the OEMs and suppliers in the SDV space.

Table of Contents

Growth Environment

• Key Findings
• OEM Comparative Analysis: Hardware Strategy
• OEM Comparative Analysis: Software Strategy
• OEM Comparative Analysis: SDV Strategy and Implementation

Transformation in the Software-defined Vehicles Sector

• Why is it Increasingly Difficult to Grow?
• The Strategic Imperative 8™
• The Impact of the Top 3 Strategic Imperatives on the Benchmarking of North American OEM Software-defined Vehicle Strategies

Ecosystem

• Research Service Scope
• Growth Drivers
• Growth Restraints
• Definitions: Market Segmentation
• Key Competitors

North American OEM Software-defined Vehicle Strategy: Ford

• Ford's Hardware Strategy
• Potential List of Ford Models on New Architecture
• Ford's Software Development Strategy
• Ford's Software Strategy: Model e™ Business Unit
• Ford's Focus Areas, SDV Ecosystem, and Strategy

North American OEM Software-defined Vehicle Strategy: GM

• GM's Hardware Strategy: Vehicle Intelligence Platform
• Vehicle Intelligence Platform Deployment
• GM's Software Development Strategy
• GM's Software Strategy: Ultifi Software Platform
• GM's Focus Areas, SDV Ecosystem, and Strategy

North American OEM Software-defined Vehicle Strategy: Tesla

• Tesla's Hardware Strategy
• Potential List of Tesla Models on New Architecture
• Tesla's Software Development Strategy
• Tesla's Software Strategy: Software Platform
• Tesla's Focus Areas, SDV Ecosystem, and Strategy

Growth Opportunity Universe

• Growth Opportunity 1: SDVs will Open Opportunities in Functional Virtualization and Cloud Computing
• Growth Opportunity 2: OEMs will Use Pureplay Software Companies to Quicken the Migration to SDVs
• Growth Opportunity 3: IT Companies will Help Automakers Develop Technology know-how

Best Practices Recognition

• Best Practices Recognition

Frost Radar

• Frost Radar

Next Steps

• Benefits and Impacts of Growth Opportunities
• Next Steps
• List of Exhibits
• Legal Disclaimer