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Software defined vehicle

Global manufacturer readiness study

Executive summary

The transition to software-defined vehicles (SDVs) is revolutionising the automotive Industry by decoupling software from hardware and enabling rapid, ongoing development. Vehicles are increasingly becoming extensions of the digital space, integrating features and Capabilities that align with evolving customer needs. Cloud-based operating platforms and over-the-air (OTA) Update are becoming standard, pushing companies to leverage strategic Alliances and robust architectures to manage the growing complexity of mobility Data.

Successfully navigating this shift offers original equipment manufacturers (OEMs) significant opportunities to enhance efficiency and unlock new revenue streams through Data monetisation. Deloitte’s 2023 SDV study, Engineering the Mobility Revolution,  identified key trends shaping the SDV landscape. In 2024, Deloitte conducted interviews with over 160 executives from OEMs in Germany, France, Italy, the United Kingdom, Spain, the United States, Japan and South Korea. This new study offers valuable insights into the rapid evolution of SDVs and their transformative impact on automotive manufacturing worldwide.

Key findings:


  • Strategic shift toward SDVs: OEMs are significantly investing in SDVs, with up to US$3 billion allocated per company for R&D, reflecting the Industry's commitment to digital competitiveness. AI, machine learning and connectivity are prioritised to enhance vehicle intelligence, personalisation and autonomous driving Capabilities.
  • Centralised decision-making: 69% of OEMs adopt a centralised decision-making approach for SDV strategies, aiming for consistency, cost efficiency and faster response times. Balancing this with local flexibility remains essential for adapting to regional Market conditions.
  • Partnerships and collaboration: Strategic partnerships, particularly in cybersecurity, autonomous driving and operating systems, are increasingly vital. These collaborations help OEMs reduce R&D expenditures while driving innovation and gaining a competitive edge.
  • Disparity between technical and business departments: A gap in SDV readiness perception exists between technical and business executives. While nearly 90% of technical leaders feel confident in their company’s SDV Leadership, only 45% of business executives share this view, signalling a need for better cross-departmental collaboration.

The automotive Industry is undergoing a fundamental transformation, driven by the rise of SDVs, which shift the focus from hardware to software. This transformation allows for continuous Update, Data-driven decision-making and enhanced customer experiences. By 2030, 81% of OEM fleets are expected to be software-defined.

OEMs are investing heavily in SDVs, with over 90% of Survey executives actively adopting this technology. However, challenges remain, particularly the contrast in perceptions between technical and business departments. While nearly 90% of technical executives believe their organisations are leaders in SDV development, only 45% of business executives agree. This gap highlights the need for stronger cross-functional collaboration.

Centralised decision-making is another critical factor, with 69% of companies adopting this approach to ensure consistency and efficiency. However, balancing centralised strategy with localised agility will be crucial for success in the quickly evolving SDV landscape.

The shift to SDVs requires OEMs to adopt flexible, software-driven architectures. Key technologies like cloud-native principles, microservices, APIs, containerisation and DevOps enable modular design, faster Update and adaptability. Simplifying frameworks and operating systems is essential to reduce complexity, lower costs and ensure consistent vehicle performance.

Approximately 72% of technical departments feel well-prepared to meet SDV requirements, primarily through continuous integration and cloud-based infrastructures. However, only 44% of business executives share this confidence, pointing to a recurring strategic gap. Building a solid technical foundation is essential not just for innovation but also for long-term scalability, allowing OEMs to capitalise on the opportunities that SDVs present.

The transition to SDVs enables OEMs to achieve significant efficiency gains across development and operations. Modular designs and standardised hardware reduce complexity, leading to faster development cycles and simplified maintenance. Digital twin technology and OTA Update further streamline processes by allowing real-time testing and remote management, reducing the need for physical prototypes and recalls.

Reducing software versions and focusing on standardisation can save up to US$1 billion in R&D while ensuring system scalability. Centralised decision-making brings up to 23% savings in R&D costs by aligning strategies across Region. Strategic partnerships are crucial for efficiency gains, with over 80% of OEMs collaborating, particularly in areas like cybersecurity and autonomous driving. These partnerships help pool resources and Expertise, further reducing costs and accelerating development.

SDVs offer OEMs new opportunities to unlock value through Data monetisation and digital Services. By harnessing vehicle Data, OEMs can provide enhanced, personalised Services, with 30% of companies focusing on this strategy to boost customer satisfaction. Strategic partnerships are also critical, with 26% of OEMs collaborating to co-develop Services and maximise Data value.

Digital Services, such as software Update, subscription models and new in-car features, are emerging as vital revenue streams, enabling continuous improvements to vehicle performance and customer experience. While Data privacy concerns are higher in developed Market like the US and Germany, Consumer in Region like India and Southeast Asia are more open to paying for connected Services.

Looking ahead, 81% of OEMs expect significant returns from Data monetisation within the next five years. Success will depend on balancing personalisation, Data privacy and partnerships while navigating regional Market dynamics.

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