Automotive & motorsport
Analysts at Morgan Stanley speculate that Tesla could make more money from software subscriptions than from the actual hardware they sell.
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IN AN IDEAL WORLD, SHOULD THE CAR ADAPT TO YOU?
Imagine, the car senses you approaching. Through facial recognition, it will know you. As you enter the cabin, it welcomes you (“Hello, Andy!”). Your radio presets and atmospheric conditions are set. Perhaps even, upon ignition, your preconfigured startup sounds like the Starship Enterprise. Overall, the vehicle adjusts and morphs around you and your personalised desires - all configured and deployed automatically, seamlessly.
While the possibilities are intriguing, none of these features will be possible without a robust hardware infrastructure that can help scale the software platform. The conundrum facing many OEMs and manufacturers is, what happens when the software capability surpasses the hardware support level? Much like today’s personal computers, which can live on with
minor hardware updates, so too must the software-defined vehicle.
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BALANCING A GOLDEN OPPORTUNITY The industry has a golden opportunity to capitalise on new business models and revenue streams resulting in post-vehicle sales, including location- based advertising, add-on software-enabled features, etc. But they will also need to balance the desire for continuous software upgrades in the vehicle with the costly overdesigning of hardware needed to support these upgrades. As the amount of data and compute requirements grow exponentially, there will be a need for a new era in vehicle construction by standardising, simplifying, and streamlining vehicle architectures - further reducing wire complexity and weight, leading to scalable platforms deployed across a complete vehicle fleet. All these generational changes drive a need
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February 2023 Instrumentation Monthly
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