Creating Next Generation Mobility - SDV .pptx

Introduction to Software Defined Vehicles describing the changing Automotive landscape, Customer expectations, Challenges to meet customer needs, and goals of the SDV

1. Creating Next-Generation Mobility Experiences The Software Defined Vehicle – A Digital First Approach

2. Introduction 2

3. Changing Automobile Landscape 3 The Old school paradigm of owning a car with “most exhaust pipes” is undergoing a seismic transformation. Four major innovations are driving the next generation of mobility, happening all at once – Connected, Shared, Autonomous, and Electric (C.A.S.E.). Connected Autonomous Shared Electric

4. Consumer Expectations 4 The expectations of today’s digital-savvy customer is far different from the previous generation. Dissatisfaction because their vehicles lack the features and user-friendliness that are commonplace in smartphones. Why can’t my $50,000 car perform the same tasks as my $300 smartphone? Value Time Vehicle Mobile phone

5. A Car that keeps getting better…. 5 From this frustration emerged the idea of a software-defined vehicle (SDV), a car that’s fully programmable. New features can be developed and deployed wirelessly within a matter of months , not years. This is a car that keeps getting better, thanks to the continuous delivery of value through new software features and updates throughout its lifetime. Image Courtesy : Bosch

6. Nokia and BlackBerry were swiftly outpaced by smartphones. A similar fate for the automotive industry’s incumbents seems possible. Hurdles to Overcome 6 The automotive industry has hurdles to overcome if it wants to achieve this goal quickly. Software Complexity which is spiraling out of control (~300M lines for L5 Autonomy) Development clinging to methodologies of yester-year. Tightly integrated Hardware and Software requiring simultaneous release.

7. Critical Questions raised by this fundamental Shift 7 Can the incumbents succeed in their ongoing digital transformation ? How to significantly accelerate automotive innovation ? What will the future of revenue generation look like ? How to capitalize the rise of digital services ? The industry looks to answer some of these questions through the Software Defined Vehicles.

8. Goals of the SDV Why do we want to build an SDV ? 8

9. The Goal 9 It isn’t about the bits and bytes or the number of sensors and cameras — it’s about the customer experiences we build. The Next-gen mobility is all about creating customer experiences. Not simply recreating smartphone experiences but creating a “Habitat on Wheels”. Experiences powered by cross-domain applications and data fusion , delivered constantly at 10x the speed we see today. SDV is a key technical enabler in the path to realizing this goal while adopting a digital-first strategy.

10. Shift from Smartphone on Wheels 10 The Past Decade… Failed attempts to develop in-vehicle applications that could match the quality of the smartphone apps. Customers avoiding redundant experiences, inconsistencies between their digital ecosystem, and irritating cumbersome data synchronization. In addition, Car makes must walk a fine line between Application and data ownership on the one hand Customer experience and tighter integration with the dominant smartphone ecosystems on the other Smartphone on Wheels Habitat on Wheels Utilizing the specifics of the car to provide multisensory experiences that a smartphone could never match

11. Habitat on Wheels 11 SDVs shall craft a unique journey by bringing together the domains like infotainment, autonomous driving, intelligent body, cabin and comfort, energy, and connected car services. Passengers shall feel, Recognition through personalization of car features Reassuring sense of security under the vigilant care of cutting-edge safety systems. Reclaim their time through meaningful engagement for work, rest, or play Newfound freedom of mobility for disabled passengers through autonomous vehicles. Experience freedom to explore, to engage, and to live life unrestricted For once, its actually, “Not about the destination, but the journey itself”….