iPhone-ification of cars opens up a new world of options

The development cycle for a vehicle is typically very long. Automakers are, in a sense, fortune tellers, looking far into the future to make sure their latest vehicles won’t be obsolete by the time they’re released. Before the advent of software-defined vehicles (cars that are powered by technology as opposed to cars that are merely enhanced by technology), automakers had to wait until the next model year to refresh features and functions.

That’s no longer the case. Take Kia’s three-row EV9: The all-electric SUV debuted in 2023 with a full tech stack that allows for updates and upgrades over Wi-Fi. These software tweaks, called over-the-air (OTA) updates, run the gamut from simple infotainment tweaks to new firmware code. The EV9 is the first Kia 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 were able to perform a number of software updates to improve regular software capabilities,” says Sujith Somasekharan, Connected Car and Mobility team at Kia America. “For example, we improved the battery charger to increase its efficiency and improve functionality (via OTA update).”

For anyone with an iPhone or Android smartphone, this process should sound familiar. The phones push out their own OTA updates whenever they need to fix a bug, improve security, or update the design.

Computers on wheels

More than ever, cars are the equivalent of a few powerful computers on wheels. OTA updates play a big role in electric vehicles like Lucid, Tesla, and Rivian, because they are more software-driven than others, but many gas-powered cars also follow this practice.

This is where remote software installations get interesting. Most new cars come with some form of internet connectivity, giving automakers endless upselling options. BMW tried this in 2023, quietly introducing a subscription service that let customers overseas opt for heated seats for an extra fee. While it didn’t pan out in the U.S. market, auto journalists sounded the alarm because it seemed like the brands were making money on a shoestring. Even before BMW introduced its options, Mercedes-Benz launched a performance subscription for its electric vehicles in late 2022.

But think about this: For carmakers, unlocking software options streamlines and can drastically reduce production costs. They could build a single model with amenities that can be turned on and off with a quick tick on the touchscreen. Want massage seats? That’s an additional monthly fee. Want to maximize power? Click here . The possibilities are endless. It’s not much different than smartphone apps that offer additional offerings.

It’s important to differentiate between software updates for the purpose of fixing and recalls, says Cubic Telecom CEO David Kelly. Tesla, for example, has had countless recalls through the National Highway Traffic Safety Administration (NHTSA). Some of those can be fixed via an OTA update, but they’re not the same thing.

“In a recall scenario, millions of vehicles could be affected, but in most cases, owners don’t need to take any action,” Kelly says. “The car is simply updated with a patch or software update while the car is running. The terminology is important because, for example, a major smartphone manufacturer would never call a software update or patch 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.”

Subscription-only options

Back to Kia, the Korean brand’s KiaConnect service comes in four flavors, each with a higher price tag. The “Lite” version is free upon registration and remains free for five years. The “Care” plan adds safety features for young drivers and parking services like geofencing, speed limit alerts, and curfew alerts. “Plus” unlocks a “find my car” feature in case you lose it in a mall parking lot or if a family member has it, as well as a few remote operations like turning on the heated or ventilated seats from outside the car or scheduling the climate control to your preferences. Topping the list is the “Ultimate” plan, which lets you use a digital key to unlock your car using your smartphone.

Signing up for any subscription requires providing personal information, and not all customers are willing to do that, Somasekharan says. In that case, buyers can choose to keep the modem inactive and not be prompted for OTA updates. If they want the latest and greatest deals, they can take it to a store and download it directly from there. It seems intrusive to me, but it’s an important option for those who are fiercely protective of their privacy.

In July, Kia released an OTA software update for EV9 owners with KiaConnect to update the body domain controller logic to reduce inadvertent Tire Pressure Monitoring System warning lights. For minor items like this, it’s a thousand times easier to get an update from the cloud.

OTA updates aren’t all seriousness, though. In April of this year, Kia began rolling out OTA updates tied to its partnership with the NBA. That allowed anyone with KiaConnect to download skins that personalized their screens to reflect their favorite pro basketball players. Get ready, as cars adopt more video game technology. Lincoln’s latest Nautilus has a 48-inch widescreen display that stretches the length of the dashboard, with options for playing a personalized video game, surfing the web, and more. Until electric vehicles can charge in the same amount of time it takes a consumer to fill up a tank of gas, those entertainment options could come in handy.