CAR TO BE SOFTWARE!!!!!!!!!!!!!!!

 

Your car is about to be a software platform, subscriptions and all

Hey! guy's this is CB bloggers corner. Today I gonna talk about the CAR'S CHANGING TO SOFTWARE PLATFORM in this leading tech world.

          

Yes, the Porsche Taycan is flying out of dealerships. And yes, it charges faster than a knife fight in a phone booth. But you may not have heard much about the most vanguard feature on Stuttgart's newest electric whip.

           For $474 up front — or $12 a month — Porsche HQ will remotely switch on what it calls the intelligent range manager, an over-the-air software update that limits the maximum speed and tweaks the car’s navigation system to stretch how far it will travel on a single charge. 

   The what, in this case, isn’t as interesting as the how. Taking a cue from Tesla, Porsche is finally treating its 5,000-pound computer like the SAS platform that it is. It’s selling a slightly brighter shade of green like a Netflix subscription or some kind of extra swag in a video game. Get ready to see a lot more of this.

   Most major automakers are fleshing out a strategy for selling upgrades via over-the-air software updates and a rash of them will start popping up in the wild in the next few months, starting with luxury vehicles. “If you don’t have digital experiences, you are not on the radar screen," Kjell Gruner, CEO of Porsche Cars North America, recently told Bloomberg. “You’re irrelevant."

             Audi, BMW, Lexus and Mercedes all confirmed that these options will appear on flagship vehicles soon, though nearly all of them said, via e-mail, that it was too early to discuss details. It’s “part of a global BMW strategy," said spokesman Phil Dianni. “When and how the concept gets rolled out in individual markets, and to what extent, is still to be determined."

            General Motors is all-in as well. On Friday, some 900,000 of its vehicles in the wild got an over-the-air version of Maps , an app-based navigation tool. Similar software pushes are in the works for the company’s Super Cruise autonomous driving function. Underpinning it all is a massive electrical hardware update launched at the end of 2019. Dubbed the Vehicle Intelligence Platform, the system can process 4.5 terabytes of data per hour, a five-fold increase over its predecessor.

               Ramsey, who helps car companies craft their tech strategies, has a simple rule: just because you can, doesn’t necessarily mean you should. For now, manufacturers should focus their software upselling on things that aren’t normally expected in a vehicle, features that have value only at certain times and/or personalized touches. Possibilities include a traction algorithm for people who drive on snow a lot, climate-controlled cupholders and advanced analytics to log certain trips, say, for someone who travels for work and expenses her mileage.

                    A few of the features BMW currently has on offer remotely fits Ramsey’s criteria nicely. They include real-time traffic alerts and a drive recorder, which records a 40-second loop from the front of the car and can be used to replay an accident.

              

Morgan Stanley reckons that Ford Motor’s cloud computing foray, including digital subscriptions, could one day be a $100 billion business, roughly three times the company’s current market cap. That’s right: Ford Software = (Ford Motor x 3). The math is relatively straightforward: $10 a month from the 75 million Ford’s on the road adds up to $9 billion a year — and an extremely profitable $9 billion a year at that.

                  Every automaker is doing similar math at the moment, giddily crunching what the Silicon Valley software set calls “multiples." However, if they are ham-handed with the cloud, they might not sell many cars at all. 

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