The iPhone-ification opens up a whole new world of possibilities for cars
The vehicle development cycle can be very long. In a way, automakers are futurists, as they look far into the future in order to ensure that their latest models are not obsolete before launch. Before software-defined vehicles (cars that are run by technology versus cars that are merely enhanced by technology) emerged, car manufacturers had to wait until the next model year to refresh features and functions.
That’s not the case any longer. Take Kia’s EV9 three-row SUV: It debuted in 2023, with a suite of technology enabling upgrades and updates through WiFi. These software updates are called over-the-air upgrades (OTA), and they range from small improvements to the infotainment systems to a new firmware code. Kia’s EV9 model is the first to feature system updates over-the-air and charging guidance based off of data stored within the vehicle. The EV9 has the highest level of software definition ever produced by Kia. Image: Kia
“For example, we improved the battery charging pad to make it more efficient and improve the functionality
.” “For example, we improved the battery charging pad to make it more efficient and improve the functionality
.”
For anyone who has an iPhone or Android smartphone, this process should feel familiar. Smartphones automatically send OTA updates whenever there’s a bug that needs to be fixed, a security issue to be addressed, or if a new look is needed. Cars are more powerful than ever. OTA updates are a major part of electric cars like those made by Lucid, Tesla and Rivian. However, many gas-powered vehicles also use this method. The majority of new cars have some form of internet connectivity, giving automakers a wide range options for upselling. BMW did this in 2023 by quietly launching a subscription-based service which allowed overseas customers to choose heated seats for an extra fee. Although this did not happen in the U.S., automotive journalists raised the alarm about what appeared to be a nickel and diming way for brands to make money. Mercedes-Benz had already launched a performance subscription in late 2022, before BMW released its options. Think about it: Unlocking software options could drastically reduce production costs for car manufacturers. They could create a model that has amenities that are easily turned on or off by a simple checkmark on the touchscreen. Want massaging seats, then? You will have to pay an additional monthly fee. Want to maximize the horsepower? Click here. There are endless possibilities. This is not unlike smartphone apps which offer additional deals. David Kelly, Chief Corporate Officer of Cubic Telecom, explains that it’s crucial to distinguish between software updates and recalls. Tesla, for example, has been the subject of a number of recalls by the National Highway Traffic Safety Administration. It’s possible that some of the problems can be resolved via an OTA, but this is not the same as a recall. Kelly says that even though millions of cars may be affected by a recall, owners are usually not required to do anything. The car is updated by a software patch when it comes online. It is important to use the correct terminology, since a major smartphone maker, for instance, would not call a software patch or update a recall. The distinction between a full recall and a patch or software update is really significant, in terms of customer impact and reputational or financial damage.”[with an OTA update]Options by subscription only
Circling back to Kia, the Korean brand’s KiaConnect service is available in four flavors, each with a higher price point. The “Lite” edition is available for free upon enrollment, and will remain complimentary for the next five years. The “Care Plan” adds valet services and safeguards such as geofencing and speed limits for teen drivers. The “Plus” plan unlocks the “find my vehicle” feature, in case it is lost in a parking lot at a mall or someone else has it. It also allows remote control operations such as turning on heated or ventilated seat from outside the car and scheduling climate according to your preferences. The “Ultimate Plan” is the most expensive and gives you the ability to use your smartphone to unlock your vehicle using a digital key.
Signing for a subscription involves entering personal data, which is not something that all customers want to do, according to Somasekharan. The buyer can then choose to have the modem inactive so that they are not prompted by OTA updates. The customer can download the latest updates at the dealership if they wish. It seems a bit of a hassle, but for those who are very protective of their privacy it is incredibly important.
Kia EV9 drivers can opt to connect to receive over-the-air updates. Kia
In the month of July, Kia released an OTA update to EV9 owners who have KiaConnect. The update updated the logic in KiaConnect’s body domain controller to prevent unintended illuminations of Tire Pressure Monitoring System Warning Lights. It’s much easier to download updates from the cloud for minor items.
OTAs aren’t always serious. Kia began rolling out OTAs in April this year to coincide with a partnership between the NBA and Kia. KiaConnect users could download skins to customize their screens with their favorite professional basketball players. Be prepared, as cars adopt more video gaming technology. Lincoln’s new Nautilus features a 48.0-inch panorama display that spans the dashboard. It allows you to surf the internet, play a video game and more. These entertainment features may be useful until EVs are able to charge in the time it takes a person to fill up a gas tank.
