The Hyundai Motor Group – which includes Genesis and Kia – has pledged to sell only Software Defined Vehicles (SDV) by the middle of this decade. What does it mean? Basically, the three South Korean brands will exclusively sell cars with over-the-air update support to improve safety and performance even after purchasing the vehicle. Improvements in terms of connectivity, convenience, and security will also be included in future OTA updates.
HMG refers not only to EVs but also vehicles powered by combustion engines. Each new product launch from 2023 onwards will be equipped with the necessary hardware and software to receive OTA updates remotely without having to go to a dealer. The service was initially launched in 2021 and will be expanded across the portfolio of all three brands over the next three years.
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The automotive conglomerate is also aiming to introduce Features on Demand (FoD), which means owners will be able to add trinkets even after buying a car. As we have seen in several luxury brands, customers will have the possibility to purchase these add-ons directly or subscribe. A level 3 autonomous driving system as FoD is being considered. Meanwhile, the Genesis G90 will receive the technology as a standalone option before the end of the year, initially in South Korea before launching in the US, Europe and China.
The disclosure was made at the Unlock the Software Age Group’s global online forum where two new electric platforms were announced, eM and eS, ahead of a dual launch in 2025. The former will increase range on a single charge by 50 percent compared to current EV plants and will support OTA updates as well as Level 3 autonomous driving systems. The latter will be a skateboard architecture that serves as the basis for tailor-made vehicles aimed at the car-hailing, logistics and delivery sectors.
Between now and the end of the decade, HMG will spend 18 trillion won (nearly $13 billion at current exchange rates) on R&D to prepare for a software-driven future.
