These market dynamics are already having sizable effects on the broader industry. The pure EV automaker Tesla now has a market capitalization of over $560 billion (Source: Yahoo Finance). Other EV manufacturers such as Byton, NIO, Lucid and Rivian are quickly emerging in the market too, with disruptive ideas and cutting-edge engineering unrestrained by legacy car products, manufacturing facilities and/or work processes.
Meanwhile, incumbent OEMs are pushing forward ambitious initiatives to make electrification a core component of their long-term business strategy. Volkswagen Group, for instance, is rolling out a new fleet of battery electric vehicles, with plans for EVs to account for 70% of its total European vehicle sales by 2030, according to Automotive News Europe. In total, more than 240 new electric models -- from OEMs old and new -- are set to enter the market in the coming two years (Source: GlobeNewswire.com).
In the face of this electric revolution, consumers see EVs at the vanguard of a new generation of automobiles. Accordingly, there is an expectation embedded in the automotive market that EVs will offer a high-tech, futuristic driving experience. Software is making its way into nearly every element of the modern electric vehicle, unleashing new functionalities such as advanced car connectivity, telematics, semi-autonomous driving capabilities and more.
Over-the-Air (OTA) technology is crucial to managing these new software-based capabilities in a seamless, secure and cost-effective manner. The OTA cloud service ensures that each and every vehicle is running the latest software version, together with the optimal settings and configurations.
OTA, in other words, augments manufacturers' ability to wirelessly maintain, fix and improve the software that is ubiquitous in electric vehicles, as well as add new features and functionalities, and improve the customer experience. OEMs, in turn, can more ambitiously integrate software into future fleets, fulfilling a critical consumer demand for technical excellence.
For OEMs, the HARMAN OTA service has become the solution of choice when it comes to remote software management. The in-house OTA alternative is known to be very costly to create and maintain over time, many OEMs have tried and quickly reversed course after understanding the complexity of such a core service and the true total cost of ownership.
As the preferred OTA provider for 40 global vehicle manufacturers on 50 million vehicles, HARMAN offers proven OTA solutions and unparalleled expertise to support OEMs in their electric vehicle future with unique features for this strategic car segment.
Contact us today to learn more about HARMAN OTA.
Senior Manager, Product Management at HARMAN International
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