Industry Voices | Software-Defined Vehicles Will Reshape the Driving Experience

Software-defined vehicles (SDVs) are transforming the driving and automobile ownership experience by allowing for unprecedented customization and adaptability. Unlike traditional gas-powered cars that require mechanical changes for performance modifications, SDVs – especially those in the electric-vehicle fleet – can adjust characteristics such as torque, acceleration and even handling through software.

SDV technology enables drivers to emulate different driving experiences, such as the feel of a European sports car – or American muscle car – simply by downloading updates and new software features. Beyond this, SDVs can easily adapt to different driving conditions, offering tailored performance for activities like racing on a performance track or pursuing more rugged alternatives off-road. These innovations offer the promise to enhance the versatility and appeal of electric vehicles while dynamically personalizing driving experiences through digital interfaces. As a result, it will soon be possible to use software to enhance – or completely change – driving functionality to pursue the experiences we love.

A future in which electric SDVs can emulate virtually any driving experience is already possible. As the graph below shows, the torque curve in an electric car is naturally flat and consistent, providing immediate power and instant performance. Software adjustments offer the opportunity to modify torque to mimic the specific performance traits of different cars, such as the high-revving engines of European sports cars or the low-end growl of American muscle cars.

SDVs will allow car enthusiasts to program the driving experience they want to enjoy without purchasing and maintaining several cars. They will be able to create smooth, comfortable ride settings for daily commuting and then pivot to more aggressive, high-performance parameters for more exciting weekend excursion experiences.

Vehicle emulation allows owners to not only adjust acceleration curves, horsepower, balance, handling, suspension, braking and steering, but also the look and feel of the overall driving experience. Features such as haptic feedback will simulate the rumble and vibration of a classic V-8 engine while other innovations alter the vehicle's exterior appearance, providing a customizable and dynamic driving experience.

Manufacturers are experimenting with e-ink technologies, for instance, to change the exterior color of cars with a few taps in the vehicle’s software settings interface. With this technology, cars can change from a white color on hot days to black on cold ones with the push of a button. The enabling technology involves a digitally adjustable exterior using an electrophoretic film that contains microcapsules, each the size of a human hair. By charging particles differently, new colors become visible to the human eye. As a result, electric fields can be applied to significantly alter the appearance of a vehicle.

This innovation creates new possibilities for dynamic car design and personalization, such as matching a car's color to the owner's mood or using the exterior color to influence the car's internal climate in an energy-efficient manner.

Similar concepts can be applied for other situations. Vehicle performance can be optimized for different weather conditions. Many all-wheel-drive cars already have a "snow mode" that adjusts settings to improve traction on slippery roads. It's not hard to imagine SDV features that alter, and enhance, other operational aspects of cars and trucks through a combination of advanced sensors, real-time data processing and adaptive control systems.

 The bottom line is that software-defined vehicles will fundamentally reshape the relationship consumers have with their cars and trucks by opening the door to highly personalized and adaptable driving experiences that address shifting desires and preferences. The implication for customer expectations will be profound and require a significant shift in how the entire automotive ecosystem organizes itself to meet evolving consumer demands.