The development cycle of vehicles is usually very long. Automakers are in some ways fortune tellers, looking far into the future to ensure their latest vehicles won’t be obsolete by launch date. Before software-defined vehicles (cars controlled by technology versus cars just enhanced by technology) came along, automakers had to wait until the next model year to update features and functions.
That is no longer the case. Take Kia’s three-row EV9: the all-electric SUV debuted in 2023 with a full technology package that allows upgrades and updates via Wi-Fi. These software adjustments, called over-the-air (OTA) updates, range from simple improvements to the infotainment system to new firmware code. The EV9 is Kia’s first model to offer over-the-air system updates and navigation-based charging guidance based on data stored in the car.
“With the launch of the EV9, we have been able to make multiple software updates to enhance normally functioning software capabilities,” said Sujith Somasekharan of the Connected Car and Mobility team for Kia America. “For example, we have improved the battery charging station to make it more efficient and improve functionality [with an OTA update].”
For anyone who has an iPhone or Android smartphone, this process should feel familiar. Smartphones send out their own OTA updates every time a bug needs to be fixed, security needs to be improved, or new looks need to be updated.
PCs on wheels
More than ever, cars are the equivalent of several powerful computers on wheels. OTA updates play a big role in electric vehicles like those from Lucid, Tesla, and Rivian because they are more software-driven than others, but many gas-powered cars also employ this practice.
This is where remote software installations become interesting. Most new cars come equipped with a way to connect to the Internet, giving automakers numerous options for selling. BMW tried this in 2023 by quietly rolling out a subscription service that allowed customers abroad to opt for seat heating for an additional fee. Although this failed to bear fruit in the US market, automotive journalists sounded the alarm about what seemed like a lucrative way for the brands to make money. Even before BMW launched its options, Mercedes-Benz launched a performance subscription for its electric vehicles at the end of 2022.
But think about it: for automakers, unlocking software options dramatically streamlines and can reduce production costs. They could build one model with features that can be turned on and off with a quick check mark on a touchscreen. Do you want to massage chairs? That is an extra monthly amount. Do you want to get the most out of the horsepower? Click here. The possibilities are enormous. It’s not much different from smartphone apps that offer add-on deals.
It’s important to distinguish between software updates for improvements and recalls, says Chief Corporate Officer at Cubic Telecom David Kelly. Tesla, for example, has had numerous recalls through the National Highway Traffic Safety Administration (NHTSA). Some can be fixed via an OTA update, but it’s not the same.
“In a recall scenario, millions of vehicles could be affected, but in most cases, owners will not need to take any action,” Kelly said. “The car is simply updated via a patch or software update when the car comes online. The terminology is important, as a major smartphone manufacturer, for example, would never label a software update or patch as a ‘recall’. The difference between a full recall and a patch or software update is really significant, in terms of customer impact and reputational or financial damage.”
Options only via subscription
Returning to Kia, the Korean brand’s KiaConnect service is available in four flavors, each with a higher price. The “Lite” version is free upon registration and remains free for five years. The ‘Care’ plan adds safeguards for teen drivers and parking services such as geofencing, speed limits and curfew warnings. ‘Plus’ unlocks a ‘find my car’ feature in case you lose it in a shopping center car park or if someone in the family has it, plus various remote controls such as turning on the heated or ventilated seats from outside the car or planning the climate control. your preferences. At the top, the ‘Ultimate’ plan gives you the option to use a digital key to unlock your car with your smartphone.
Signing up for a subscription requires you to enter personal information, and not all customers are happy about that, Somasekharan says. In that case, a buyer can choose to leave the modem idle and not be prompted for OTA updates. If the customer wants to get the latest and greatest offer, the customer can take it to the dealer and download it directly from there. That seems like a hassle to me, but it is an important option for those who pay close attention to their privacy.
In July, Kia released an OTA software update for EV9 owners with KiaConnect to update the body domain controller logic to reduce the inadvertent illumination of the tire pressure monitoring system warning lights. For small items like this, it’s a thousand times easier to download the update via the cloud.
However, OTA updates are not all serious. In April this year, Kia started rolling out OTA updates related to a collaboration with the NBA. This allowed anyone with KiaConnect to download skins that personalized their screen to reflect their favorite professional basketball players. Brace yourself as cars are increasingly adopting video game technologies. Lincoln’s latest Nautilus features a 48.0-inch panoramic display that extends across the dashboard with options to play a custom video game, surf the web and more. Until EVs can charge in the same time it takes a consumer to fill up a tank of gas, these entertainment options could come in handy.