Unlocking Team Potential (Pt.3): Continuous Innovation

There are three key drivers of team excellence: communication, customer focus, and continuous innovation. In the first two parts of this blog series (see part 1 / part 2) on unlocking team potential, we've explored the power of feedback and how strong customer relationships can improve product quality.

In this final part, we'll look at how continuous innovation is a key component for development teams looking to gain a competitive advantage.

Embrace failure as a learning tool

The most innovative teams are those willing to try new things. Even when those ideas don't pan out, there are still valuable lessons to be learned. The best teams aren't afraid to try new things and fail because they know it allows them to learn and improve. This promotes a culture of continuous innovation that comes from seeing any misstep as an opportunity rather than a true failure.

Customer-centric innovation

The best ideas don't always come from team brainstorming sessions. No one understands the market better than your customers and they should be a resource you tap into regularly. With a deeper understanding of your customers and their needs, it can be easier to find innovative solutions with the potential to disrupt.

With a focus on continuous innovation, you can bring this customer-centric approach into your monthly and quarterly workflows. Instead of turning to the customer when it's time to do something new, speak to them at regular intervals for feedback and insight. As their needs change and the market evolves, there could be new opportunities for innovation that would otherwise be missed.

Encourage cross-functional collaboration

While communication is important, taking this beyond the core development team is the cornerstone of innovation. When you add the expertise and insights of other teams within the organization, it's possible to innovate while improving productivity. Innovation thrives when different voices come together and these fresh perspectives could be the secret to your next breakthrough.

For example, working with the marketing and UX teams early in the development process can help set good foundations for the user experience. Encouraging this collaboration from day one can also mean fewer changes in the future. Equally, working with customer service teams could yield some interesting insights into customer needs and what they might be struggling with. This allows developers to deliver projects and fixes that solve those problems—taking a lot of the guesswork out of sprint planning.

The key here is to embrace the insights from different stakeholders. Their insights from different angles of the business can lead to a breakthrough during the brainstorming process.

Experiment relentlessly

Small, rapid experiments lead to big results. The key here is to give the team space to iterate quickly to test ideas, gather feedback, and pivot if needed. Working in sprints allows developers to experiment and adapt as things change. Making small changes during each iteration helps explore new value for the customer as developers build on the MVP (minimum viable product). This allows the team to explore new ideas while making other necessary changes based on priority.

This builds flexibility into how the team works and helps drive a culture of continuous innovation. The result is a product with proven value backed up by technology.

Nurture a culture of curiosity

Experimentation comes from curiosity so it's important to weave this into your company culture. Developers who are encouraged to ask questions and try new things will be the ones most ready to innovate—and often, the most enthusiastic about their work. Encouraging curiosity and exploration creates an environment where big ideas are born.

Innovation isn't a one-time event, it's something that needs to be nurtured on an ongoing basis. Encouraging this mindset in developers and giving them the space to experiment will result in disruptive ideas as well as innovative new ways of doing things.

Remember, the most innovative teams are the ones asking 'what if?'

Unlocking Team Potential (Pt.2): Focus on the Customer

In the first part blog post on unlocking team potential, we looked at the power of communication. This is a vital part of team productivity but great communication extends to the customer too. Teams that continually keep the customer's priorities top of mind are those who can deliver high-quality products that exceed expectations.

In this article, we'll look at how a focus on a client's needs can guide development teams and improve customer satisfaction.

Get to the bottom of the problem

What a customer says they need and what they really need aren't always the same thing. When identifying the key pain points that will drive feature development, it's important to make sure you're getting to the root of the problem. For example, customers might ask to reduce update size to speed up over-the-air (OTA) processes. However, one of the challenges lies in the downtime, where our technology offers a significant advantage—regardless of the update size. This capability could be even more valuable to customers than the update size itself.

Asking questions and listening to the challenges the customer is facing is vital. In this example, a developer might dig deeper into why the customer wants to reduce update size because focusing on downtime may be more effective. Taking this active listening approach leads to solutions that deliver real value for the customer.

Ongoing engagement

Your customers should be involved throughout the entire development process, not just at the end. They should be considered partners throughout the entire product lifecycle. Looping in customers early on helps to prevent surprises, catch any issues (or scope creep), and strengthen the connection between everyone involved.

Feedback is key

Every interaction with the customer is an opportunity to improve. While feedback between team members is important (as I talked about in part one of this series), it's also important to give the customer plenty of chances to give feedback on your progress. While this might seem like a way to hold things up, the time needed should be built into development workflows.

Even if the customer requests a change to the work done so far, this is going to be much easier to rectify than if it'd been caught later in the process. For example, if a customer needs to change the way a feature works, this is easier to complete before that feature has already been pushed to production and becomes tangled with other functions.

Gain valuable market insight

Your customers will likely interact with the market more regularly than your team. This means they'll have a deeper understanding of the current landscape and key challenges. Through regular conversations with your customers, you may be able to identify unmet needs, find new opportunities for innovation, or get a competitive edge by spotting emerging trends.

Innovative products aren't created in a vacuum. They're created in response to customer requirements, challenges, and pain points. To uncover what the market wants and what will best serve the organizations you work with, it's important to keep communication open and listen to those evolving needs.

Read our last part: Unlocking Team Potential: Continuous Innovation

Unlocking Team Potential (Pt.1): The Importance of Clear Communication

As all developers know, there's pressure to balance speed, cost, and quality of projects. For those working in a high-tech, agile team, clear communication isn't just a nice-to-have—it's a vital part of any successful team.

In the first part of our series on unlocking team potential, we dive into the things that can boost team performance to consistently deliver quality code.

Align on the 'Why'

A successful team will always understand why they are doing something. Whether it's the reasoning behind a new feature or the overall objective of the project, everyone should understand the purpose of what they are working on. This allows team leaders to get proper buy-in from developers, as well as executives.

Speak one language

Speaking one language is about finding a common vocabulary to discuss the project at all levels. And it's not just developers who need to be on the same page but all stakeholders involved in the process. This means everyone understands the objectives, progress, and expectations.

Focus on MVP

It's tempting to aim for perfection but it's far more effective to define a minimum viable product (MVP) and then work iteratively on new features and updates. Proper communication during this process is vital as everyone needs to understand what the properties and trade-offs are. This helps the team avoid getting bogged down by perfectionism, allowing them to deliver value quickly.

Document, document, document

It's important to document as if your product depends on it—because it does! Clear, up-to-date documentation is the guiding force for every decision and task. This is important during the early stages of any project but becomes even more vital when it comes to delivery updates or fixing bugs.

Team leaders should properly communicate the importance of this at all stages. Give developers the space to include documentation duties in their usual workflows during a sprint to ensure these important tasks are completed alongside other tasks.

 

Feedback is a two-way street

Proper communication is built on a culture where everyone feels comfortable giving honest feedback in all directions. This fuels continuous improvement but also helps avoid roadblocks in the future. Build in time for developers to share feedback but make it clear that it's also welcomed at any stage during the process.

 

Listen

Your team, customers, and stakeholders could hold the key to innovation. This is why it's so important to listen. Direct feedback can be useful and it's important to take this on board but listen for the meaning behind all communications. A customer talking about a challenge they're currently dealing with could be an opportunity to add something new to a contract or a chance to go above and beyond for them.

The most groundbreaking products don’t come from the loudest voices—they come from teams that value communication and collaboration. When team members listen to each other’s feedback and understand the purpose behind their work, they can achieve even more together.

Read our next part: Unlocking Team Potential: Focus on the customer

How Software and User Experience are Shaping the Future of Electric Vehicles

In the early 2000s, the mobile phone industry underwent a shift, spearheaded by the introduction of the iPhone. This revolution wasn't just about hardware, it was the combination of software and user experience that set Apple apart. Today, a similar revolution is happening in the automotive industry, particularly among electric vehicles (EVs). This transition, initially dominated by Tesla, is now pivoting towards a new paradigm where automakers are focusing on the digital user experience as much as the physical features of the vehicle.

The Rise of Electric Vehicles: A Hardware-Centric Approach

The beginning of the mobile phone revolution saw a focus on the hardware. With more players in the market, it was important for traditional mobile phone manufacturers to focus on features and technology to stand out. This saw the introduction of slimline models, QWERTY keyboards, and later touchscreens.

The beginning of the EV revolution was akin to the advent of the smartphone. Drivers were interested in battery life (akin to mobile phone battery capacity), charging infrastructure (similar to network coverage), and physical performance metrics. Tesla, much like Apple, was a front-runner, not only for its battery technology but also for its ability to balance this with a unique user experience.

Chinese manufacturers, paralleling companies such as Samsung and Huawei in the mobile phone arena, quickly followed suit. They emphasized not just the hardware but also affordability, rapidly expanding the EV market's scope and accessibility. Our recent Automotive Software Survey showed that 31% of people would consider an EV from a Chinese manufacturer, with 21% of those stating the reason was that the price was attractive. 

This shows that the EV market is becoming more competitive with Chinese manufacturers able to compete on price in a way that others aren’t always able to. This means legacy manufacturers are looking for ways to increase their competitive advantage.

Software: The New Player in Automotive Innovation

As EV hardware matures and becomes more standardized, the distinguishing factor shifts to the digital user experience. This is determined by the vehicle’s software and how it serves the overall experience of the vehicle — an echo of the mobile revolution where iOS and Android defined user preferences.

The software in an EV encompasses everything from the intuitiveness of the infotainment system and the sophistication of autonomous driving features to the personalization of the driving experience. A vehicle’s software functions can be the thing that separates a good vehicle from a great one and users are beginning to pick up on this as they shop for their next car.

User Experience: Driving Customer Loyalty

In the mobile industry, Apple's success was due to its product and ecosystem. The seamless integration between hardware, software, and services (like the App Store, iCloud, etc.) created a loyal customer base. A study found that Apple has the most loyal customers — 92.6% of iPhone users plan to stick with Apple for their next phone, compared to 74.6% of Samsung users.

In the automotive world, a similar trend is emerging. Manufacturers are not just selling cars; they're offering a holistic driving experience that extends beyond the vehicle. This will only increase loyalty as drivers get used to the user experience of their favored brand.

This all comes down to functionality such as over-the-air updates that refresh the vehicle's capabilities, apps that control the car’s features remotely, and even subscription-based services that unlock additional features. The focus is shifting towards creating an ecosystem where the car is an extension of the driver’s digital life.

Some automakers are moving away from siloed third-party systems such as Android Auto and Apple CarPlay and are instead focusing on creating intuitive native infotainment systems. While consumers might want easy integration with familiar services, this shouldn’t come at the expense of the in-cabin experience.

Automotive strategist and influencer James Carter recently spoke about this on LinkedIn, praising Rivian and Tesla for their infotainment systems. He said: “Both took the time to develop a ground up solution that is fully integrated with other features, such as Supercharger location details, ideal charge time and alternate route ideas. Everything you need is right there on the screen. What’s more, the maps are fast and the overall experience is seamless.”

According to our Automotive Software Survey, 40% of automotive professionals feel there’s going to be a shift in the industry to embrace Tesla-like continuous quality processes within five years. However, many manufacturers seem to be struggling to match what Tesla has been able to do. In 2022, 55% of automotive professionals thought the shift would come in five years. Now, more respondents than even think this will come within 10 or 15 years.

https://www.auroralabs.com/2023-survey-results/

Challenges and Opportunities

This shift isn't without challenges. Traditional automakers must adapt to a software-first approach, which differs from their traditional mechanical expertise. This opens up opportunities for new players, much like the mobile revolution, where many traditional phone manufacturers couldn't adapt to the smartphone era.

With software as a competitive differentiator, many automakers need to balance new hurdles with the traditional challenges of automotive manufacturing. Fisker, the US-based EV maker, filed for Chapter 11 bankruptcy at the end of June 2024. While the company intends to keep serving existing customers and building a network in Germany, there was a critical issue with its software 3.0 deployment. The update compromised several large data volumes, which frequently drained the vehicle’s small 12V battery.

For other automotive professionals, safety is, as ever, a big concern with 27% of respondents to our Automotive Software Survey stating that ensuring safety and reliability is one of the most challenging elements of automotive software development. Furthermore, data security and privacy are paramount, just as they are in the mobile industry. Consumers will demand transparency and control over their data, and regulations will likely follow.

The automotive industry is at the cusp of a revolution that will change how people buy cars. The companies that will dominate this new landscape are those that will understand the importance of software and user experience. They will be the ones to create not just vehicles, but holistic, connected, and personalized driving experiences. Just as Apple reshaped our perception and use of mobile phones, we await the visionary companies that will redefine our concept of the automobile in the era of electric vehicles.



Aurora Labs Prioritizes Automotive SPICE Compliance to Create a Culture of Quality

In the rapidly evolving landscape of automotive software, balancing innovation with industry standards is a complex task. With the rise of artificial intelligence (AI) and deep tech, the need for compliance becomes even more important in this safety-critical industry. Aurora Labs, recognizing the importance of this balance, embarked on an 18-month collaboration with Kugler Maag Cie by UL Solutions to align with Automotive SPICE standards.

Beyond developing cutting-edge AI technology, Aurora Labs is deeply committed to enhancing automotive software quality and safety. With its Vehicle Software Intelligence technology, Aurora Labs transforms intricate data into powerful tools for developers, enabling them to better detect software dependencies, increase test coverage, speed up releases, and improve the reliability of the software. 

Working with Kugler Maag Cie by UL Solutions

Kugler Maag Cie by UL Solutions collaborated closely with the Israeli automotive artificial intelligence (AI) company, guiding Aurora Labs towards becoming a competent player in the automotive tech sector, capable of aligning with ASPICE CL-2 standards.

The collaboration began with Kugler Maag Cie by UL Solutions conducting a comprehensive gap analysis to identify areas of improvement for Aurora Labs. Based on these findings, Kugler Maag Cie by UL Solutions facilitated weekly workshops, equipping the Aurora Labs team with the necessary knowledge, tools, and strategies to bridge the identified gaps.

This enabled Aurora Labs to:

  • Update its processes in line with industry standards
  • Integrate new quality tools
  • Train employees on new workflows
  • Balance innovation and speed with quality

Challenges and solutions

One of the primary challenges was changing the company's mindset. Initially, Aurora Labs was more focused on rapid development in order to prove the power of its tool — which is often the startup way. But with growth came the need to transition to a more quality-focused approach that aligned more naturally with industry standards. 

“Working with Kugler Maag Cie by UL Solutions allowed us to build a compliant product quicker than we would’ve done otherwise,” says Zohar Fox, co-founder and CEO of Aurora Labs. “Investing 12% of R&D operational expenses budget on this topic with regular workshops helped us focus on improving the areas uncovered by the gap analysis, allowing us to overcome these challenges in just a year and a half. This process helped position Aurora Labs as a viable auto tech company, delivering innovative deep tech software development projects that meet the quality and process expectations of the biggest players in the automotive industry.”

Results

Aligning with ASPICE CL-2, Aurora Labs has established itself as a reliable partner for automakers, offering high-quality tools to improve automotive software — be that through reducing downtime, increasing memory, speeding up testing, or uncovering bugs. Meeting the expectations of these standards reduces the risk of software defects and improves overall product quality.

“Seeing the Aurora Labs team achieve this level of compliance in such a short time has been incredibly gratifying,” says Steffen Herrmann, Global Director Consulting, Mobility and Critical Systems of UL Solutions. “Being able to adhere to ASPICE standards — especially considering the complex nature of deep tech — positions them as an innovative player in the automotive industry.”

Aurora Labs' journey from a startup to a leading auto tech company is a testament to its vision, dedication, and commitment to excellence. The collaboration with Kugler Maag Cie by UL Solutions is a significant milestone in this journey, showcasing the capability to meet and exceed industry standards while retaining its agile DNA.

Automotive Saftey (r)Evolution

On September 30, 1955, police, ambulance, and fire crews arrived at the scene of a horrific two-car collision at a desert intersection in Cholame, California. Medics found that the driver of the Porsche, rising star James Dean, had been thrown from the car and killed instantly.

Following an investigation into the collision, it was determined that Dean hadn't been wearing a seatbelt. If he had, he most likely would've survived the crash. This high-profile death raised public awareness of the importance of seatbelts and ushered in the age of automotive safety.

Not much changed in the coming years in terms of new safety features in vehicles but more people did start to wear seatbelts. It was only when electronic control units (ECUs) started to become commonplace that manufacturers began to introduce safety features such as ABS, ESP, airbags, and more recently, lane-keeping assist, Forward Collision Warning (FCW) and other advanced driver assist systems (ADAS).

History of the ECU

General Motors introduced the first electronics system into a vehicle in 1978. By 1981 all GM vehicles contained an engine control unit that helped manage fuel use and power within the vehicle. In the early 1980s, hybrid digital systems became popular with other manufacturers, too, these were able to measure and process inputs from the engine to yield preset output values. This ROM system, as it was known, was one of the first tunable systems.

By 1991 almost all US and Japanese manufacturers has abandoned carburettors in favour of fuel-injection systems controlled by microprocessors.

Now, all ECUs use a microprocessor that processes engine inputs in real-time. They're much more robust than other systems, especially as an engine begins to wear. As well as lending themselves well to tuning, these systems also enable more sophisticated safety features.

ECU-based safety technologies

Many vehicles now have a dedicated ADAS ECU that draws information from the vehicle's cameras, lidar and radar systems, and inertial measurement units, as well as map data. This enables various safety features, including:

  • Lane-keeping assist
  • Blindspot warning
  • Adaptive cruise control
  • Automatic emergency braking
  • Hill descent control
  • Lane change assistance

How to safely create an ECU

In order to power these advanced safety features, an ECU needs to be safe in itself. In 2014, for example, there was an incident where a software defect caused unintended acceleration with drivers unable to apply the brakes.

In order to avoid similar issues that could impact the safety of a vehicle, it's important that software is thoroughly tested. With more than 100 million lines of code and interdependencies that span every single vehicle system, this is too much for a human developer to work on alone. The use of artificial intelligence in the testing process is vital when it comes to obtaining 100% test coverage in order to uncover potential defects.

It's also important for developers to understand how each function in the software relates to one another. For example, a small change or update to the software controlling the braking system will affect more than how the car stops during normal driving -- it'll also impact ABS, emergency braking, and even adaptive cruise control, as all these systems are intertwined.

One of the main conclusions from an investigation performed by the Barr Group that led to the creation of a safety standard was that "testing is not enough to establish safety". Today, we understand that even these standards are needed to be enhanced.

Line-of-Code Intelligence is an AI-based tool that maps complex automotive software systems in order to understand the interdependencies of functions that might otherwise seem unrelated. This helps developers create safer ECUs from which to run advanced driver assistance features.

Regulating these complex systems

In 2011, the International Standards Organisation (ISO) created ISO 26262. This framework helps to identify the potential risks of software and hardware failure in a vehicle. As part of this, there are specific Automotive Safety Integrity Levels (ASILs) that can be assigned to a safety requirement and its potential hazards. These are determined by a series of classifications based on the likelihood of a hazardous event, the severity of a potential injury, and the controllability of a driver to prevent or mitigate that injury.

Depending on those factors, the safety requirement is given an ASIL ranging from A to D. The most safety-critical systems are ASIL D, and these have the most stringent testing requirements.

The latest version of ISO 26262 was released in 2018 and extended the scope from passenger cars to all road vehicles. Automakers were quick to adopt it in order to make their driver assistance systems as safe as possible.

Automotive safety has come a long way since James Dean's tragic crash, but there's still a way to go to ensure modern systems are as safe as can be. If you'd like to explore more about how artificial intelligence can improve automotive safety, find out more about Aurors Labs' technology here.

Success comes from innovation

With technology and automation developing at an extraordinary rate, accelerated even further by the effects of the pandemic, traditional automotive manufacturers are working hard to bring innovation into everything they do. The most prevalent trend in 2022 is autonomous vehicles (AV), closely followed by connectivity and electrification. Perhaps unsurprisingly, nine out of the top 10 automotive innovation trends are technological.

Automotive OEMs (original equipment manufacturers) are in a prime position to instill a culture of innovation more deeply within their businesses. It's something that's so pervasive within the industry that they can and should be taking inspiration from that atmosphere, adopting new technologies and ways of working, and bringing in new people in order to keep things fresh.

Innovation in automotive right now

According to Forbes, the automotive world is set to completely transform in the next two decades, much as it did in the late 19th century. At this time, the world's major cities were awash with manure as the use of horse-drawn vehicles reached its peak, but by 1912 Henry Ford had resolved to solve this issue with the motor car.

Another dramatic shift of this type seems feasible when you consider the speed and breadth of innovation in this industry. Electric vehicles (EVs) are now commonplace, and Deloitte's global EV forecast shows a compound annual growth rate of 29% over the next decade. Additionally, EV sales growth is expected to expand from 2.5 million in 2020 to 11.2 million in 2025, and 31.1 million by 2030.

Gartner has reported that the automotive electronics sector will experience the biggest semiconductor compound growth rate up to 2024, at 9.3%. Modern vehicles have around 8,000 semiconductor chips and over 100 electronic control units; these currently carry over 35% of the total vehicle cost, but that is expected to rise to 50% by 2030.

Software-defined vehicles

Then there are the vehicle manufacturers that have had technology and innovation at their core from the beginning. Software-defined vehicle companies like Tesla are taking a different approach and are constantly thinking outside the box. Its EVs are some of the fastest in the world, it's working on transformative energy projects to help limit fossil fuel demand, and it even considers elements like how professional drivers will be affected by autonomous self-driving. That in itself is innovative.

While more traditional OEMs are embracing a similar shift, their approach is fundamentally different. The automotive industry has been at the forefront of technological innovation since it started but with the rise in software-defined vehicles, there's a need for more innovative out-of-the-box thinking than ever. The key is to build a culture of innovation within the a company, whether it's been around for 100 years or just 10. This means embracing new technology, leaning on artificial intelligence tools, and looking for innovative ways to stand out in a market that's more competitive than ever.

Challenges

According to Forbes, some of the newer 21st-century vehicle manufacturers are challenging -- or even overtaking -- the major established players. Ford ($53bn), BMW ($62bn), and GM ($82bn) have Tesla ($64bn), Nio ($70bn), and BYD ($65bn) nipping at their heels, meaning traditional OEMs have to move quickly as the automotive industry continues to evolve.

The biggest challenge lies in having to become, essentially, a software company. Many OEMs have traditional mechanical production company DNA, and turning that into something much more software-focused is a difficult thing to pivot to. Despite this, companies such as BMW, Porsche, Hyundai, and many others have been able to embrace a culture that doesn't just look at ways to innovate when it comes to their products but also in their manufacturing methods, over-the-air-updates, their sales processes and more.

Investment in AI tools -- such as Vehicle Software Intelligence -- infrastructure, and employee training will all be key for traditional manufacturers when it comes to building a culture of innovation.

How to build a culture of innovation

We've established that the main difference between traditional OEMs and the more modern ones is that the latter started as software companies, and the former is taking steps to pivot their approach. Overcoming this challenge starts with getting the right people on your team. This is what creates the new kind of thinking that's required to keep up with modern automotive demands. Other ways to build a culture of innovation include:

  • Employee training and workshops that focus on new ideas
  • The adoption of cutting-edge tools that improve processes
  • Embrace AI and other technologies that can increase automation and free up employees for tasks that need a human touch
  • Adopt agile processes to speed up the delivery of software and updates

It's also important to know when to innovate. Consumers don't necessarily want a vehicle that looks and drives like it's straight from science fiction, but perhaps technology can improve the driving experience in more subtle ways -- such as in advanced safety features or vehicle upgrades delivered over the air.

Additionally, if AV is the biggest trend in automotive right now, then AI is an ideal area to focus on. In fact, AI and machine learning are important across the entire value chain -- not just when it comes to driverless vehicles. These technologies can improve time to market, development processes, and quality control. Software-led innovation is an opportunity that allows OEMs to maintain competitive advantage and growth. To learn more about Vehicle Software Intelligence and how it can solve your own challenges, contact Aurora Labs today.

Why car manufacturers are designing the software and not just the car

It used to be the mechanical details of a vehicle that made it stand out. Buyers wanted to know who had the best engine, which four-wheel-drive system was superior, or simply which was going to be the most reliable in bad weather. While these things still matter, times change, and OEMs are looking for new ways to differentiate themselves from the competition.

In the last decade, there's been a clear shift in the automotive landscape. We're seeing new propulsion types, the rise in autonomous abilities, and a level of connectivity that feels like it's straight out of science fiction. Consumers want to know if a car will park itself, whether an over-the-air (OTA) update will make it go faster, and which new advanced driver-assistance systems will keep them safe behind the wheel.

All these innovations rely on one common factor; software -- and for new energy vehicle (NEV) startups, in-house development has been crucial from day one. Legacy manufacturers are racing to catch up.

Software as a competitive differentiator

With the average vehicle containing around 150 million lines of code, the software makes up a large part of a car's value -- dictating new features such as gesture control, self-driving abilities, and voice interaction. With the likes of Tesla and NIO leading the way with software, many other automotive OEMs are looking for ways to bring their development in-house. This would not only improve time to market but also offer clear differentiation from competitors.

These changes won't happen overnight, though, as digital transformation of this scale takes time. Our recent Automotive Software Survey showed the majority of respondents predict that 10-25% of vehicle software will be produced in-house by mass-market manufacturers in 2025.

Consumers expect OTA updates

Most buyers think of Tesla when it comes to OTA updates for a good reason. The electric-only manufacturer has been building these capabilities into their cars since the launch of the Model S in 2012. Other automakers have struggled to keep up, though most now offer some form of basic OTA updates.

What is still setting NEV companies, such as Tesla and NIO, apart is the type of updates they offer. Most manufacturers can update the software on the infotainment systems but those leading the charge can also administer OTA updates to the safety-critical systems. This means being able to make adjustments and upgrades to more complex systems such as braking, steering and ADAS. Legacy manufacturers will struggle to do more than update the navigation and infotainment systems with their current development processes and OTA update solutions.

Data from Statista shows the value of the worldwide OTA update market could be as much as $7.5 billion by 2025, meaning it's not an area automakers can ignore. To keep up with consumer demand and not be left standing by NEV powerhouses, OEMs are looking for ways to quickly increase the capabilities of their OTA updates and launch new features. Bringing everything in-house is the clear solution but this will take time, meaning OEMs will continue to work with tier-one suppliers.

Managing the transformation

Using these suppliers is still necessary for most manufacturers but the benefits of in-house software development can't be ignored. It can help keep costs down, fast-track delivery, and protect against cyber vulnerabilities but there's a solution for OEMs who still need to outsource some elements of their software development: Vehicle Software Intelligence.

The key to working with suppliers is visibility. It's important to understand the bigger picture of inter-dependence and operability between elements developed by different vendors. Aurora Labs' Vehicle Software Intelligence is an AI layer that is used by OEMs in their software development efforts and the way they manage suppliers.

One challenge, for example, is software dependencies. When OEMs rely on third parties for their development needs, it's easy to lose sight of how different systems hang together. With a Line-of-Code Intelligence solution, manufacturers to get a better view of the system as a whole. This allows developers to keep an eye on the thousands of inter-related functions and capabilities to better understand the potential effects of new features and conduct OTA updates with confidence.

With 77% of respondents to our 2021 Automotive Software Survey stating that the trend towards in-house software will increase, it's clear that automakers have some work to do. The development of software needs to be treated as a strategic move by OEMs that want to stand out as the demand for software-defined vehicles continues to grow.

Want to learn how to apply Vehicle Software Intelligence to your software? Contact us.

At the Epicenter of the Unknown

For 10 years, I have been writing about and taking the bullhorn to the mountain to talk about automotive software and the benefits of over-the-air updates. For three years, I have been writing about and taking the bullhorn to the mountain to talk about automotive software and the benefits of validating what happens when there is an over-the-air update.

This week, I experienced what happens when an update is not validated and found myself at the epicenter of the unknown. I have a swanky new 2021 SUV. This model is no longer a boxy vehicle like previous models - it is sleek and fun and has many of the infotainment, ADAS and connectivity features we talk about on a daily basis in the automotive industry.

When I first bought the car, I could say, "Call Mike," and Mike was soon on the line. Now, I say "Call Mike," and I get the response - "Ok, let me help you with that. I need some more information. Look at the notification on your device."

"Looking at my device," forces distracted driving and is obviously not recommended. This prompt goes against every goal of bringing voice assistance into the car. I went to an online consumer OEM support group and read posts noting that this problem started in November 2021. With yes - an over-the-air update.

I'm sure the update did fix some things - or add some things - I don't know. I do know that the update screwed up my ability to call out by contact name (I can call out by dictating the phone number, but out of my 210 contacts, I know three phone numbers by heart.)

So, after going through many menus, I finally went to the dealer for help.

I met with a super nice support person. He tried - but his conclusion was that it was an Android Auto and phone problem and I had to go to AT&T.

I went to the AT&T store and met with a super nice sales person. He told me he wasn't certified to help me - he cannot give advice or guidance for anything in the car for liability reasons. He did give me a phone number for the AT&T Advanced Technology Group.

I called the AT&T Advanced Technology Group and another really nice support person told me that her group only works on networking issues to the car - hotspots and things. This AT&T person told me I had to talk to the car manufacturer and sent me to a really nice support person at the OEM who also told me I was again not talking to the right group and he forwarded me to another support group within the OEM.

Here is the kicker - I don't know if the next support person is really nice. My next conversation was with a phone recording repeating, "My name is Joe. I can't hear you. Please call back later."

I do love my new swanky, new SUV. This is my third purchase from this OEM.

I also come from phone company parents - so I'm sure the phone company helped to put me through college.

All of this really nice support and sales people are doing the best they can with the information they have.

I know that we are in the early days of 100 million lines of automotive software code. I also know that validating software behavior throughout the entire car resulting from an over-the-air update is paramount and that the really nice sales and support people from both the automotive companies and the service providers - need to be educated on how to help consumers navigate to success.

For now, I am still at the Epicenter of the Unknown. Please comment if you have any insights or fixes to this 'call by contact name' problem.