北美OEM软体定义汽车战略基准，2024 年

北美OEM处于向可重复收益途径转型的最前沿，未来的成长取决于利用资料商业化战略的创新经营模式。

目标商标产品製造商 (OEM) 过去常常根据机械特征来区分其产品。如今，消费者对软体定义功能的需求越来越大，例如驾驶辅助、连接性和增强的便利服务。电气化、自动驾驶、共享行动和连接等技术的融合正在推动OEM从传统的硬点定义架构转向软体导向的架构。同时，这些趋势正在重塑客户的期望，并迫使OEM以新一代车辆来应对这些期望，将汽车变成车轮上的软体。

与行动电话产业一样，汽车产业正在经历復兴，传统的週期性收益经营模式面临着在整个汽车生命週期中持续产生现金流的挑战。汽车产业正在从硬体方法转向软体方法。汽车变得越来越复杂，软体程式​​码行也比以往任何时候都多。

软体定义车辆 (SDV) 的概念正在获得关注并影响产品和功能开发理念。 SDV 提供了新的安全性、舒适性和便利性，以及比硬体定义的许多优势。 SDV 涵盖韧体补丁、用于改进的资讯娱乐、动力传动系统和车辆动力学等核心功能的监控和调整，以及为客户提供韧体功能更新的无线舒适性和便利服务。这使得OEM能够在车辆的整个生命週期中进行改进和升级，同时从按需功能服务中赚取收益，与客户建立更深入、更紧密的关係。

SDV 也处于汽车产业巨大变革的前沿，改变了汽车的设计和开发方式。架构的变化是显而易见的，OEM喜欢新的架构而不是传统的平台架构。

该研究服务对三个北美OEM的 SDV 策略进行了基准测试。我们讨论这些趋势对福特、通用汽车和特斯拉的影响。我们也分析了 SDV 领域的OEM和供应商周围的生态系统。

目录

成长环境

• 主要发现
• OEM比较分析：硬体策略
• OEM比较分析软体策略
• OEM SDV策略与实施比较分析

软体定义汽车领域的转型

• 为什么成长如此困难？
• The Strategic Imperative 8（TM）
• 三大战略重要性对北美OEM软体定义汽车基准化分析的影响

生态系统

• 调查服务范围
• 生长促进因子
• 成长抑制因素
• 定义市场区隔
• 主要竞争对手

北美OEM软体定义汽车策略：福特

• 福特的硬体战略
• 可能配备福特新架构的车辆清单
• 福特的软体开发策略
• 福特软体策略 Model e(TM) 业务部门
• 福特的关注领域、SDV生态系统与策略

北美OEM软体定义汽车策略：通用汽车

• 通用汽车的硬体策略：车辆智慧平台
• 车辆智慧平台部署
• 通用汽车的软体开发策略
• 通用汽车的软体战略Ultifi软体平台
• 通用汽车的关注领域、SDV生态系统与策略

北美OEM软体定义汽车策略：特斯拉

• 特斯拉的硬体战略
• 特斯拉新架构车型候选名单
• 特斯拉的软体开发策略
• 特斯拉的软体战略软体平台
• Tesla 的关注领域、SDV 生态系统与策略

成长机会宇宙

• 成长机会一：SDV为功能虚拟与云端运算带来机会
• 成长机会 2： OEM使用 Pureplay 软体公司加速向 SDV 过渡
• 成长机会3：IT公司帮助汽车製造商开发技术诀窍

最佳实践意识

FROST RADAR

下一步

• 成长机会的好处和影响
• 下一步
• 图表列表
• 免责声明

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