Hyundai Unveils ‘Software-defined Everything’ Strategy At CES 2024

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Korean automotive giant seeks to turn all moving devices, fleets, and ecosystems into valuable resources using sophisticated software and AI.

Hyundai Motor Group is spearheading a software-driven transformation across its brands – Hyundai, Kia, and Genesis. The company has unveiled its ‘Software-defined Everything’ (SDx) strategy, aiming to convert all moving devices, fleets, and ecosystems into valuable assets through advanced software and AI.

This SDx strategy is centred on creating a mobility ecosystem that can cater to user needs anytime, anywhere. The Group is shifting to a software-defined model in everything from vehicle development to building the entire mobility ecosystem, believing that software and AI are key to providing a limitless, holistic user experience. The focus is on delivering mobility services and solutions with an emphasis on convenience and safety.

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The strategy starts with the development of ‘software-defined vehicles’ (SDV), which involves using software development methods in automotive development. This approach separates hardware and software, allowing for independent updates and progress in each area. SDVs are designed to enhance development agility and efficiency, thereby improving the flexibility and scalability of vehicle development systems. This leads to faster updates of user-centric features and continuous device improvement.

To improve user experience, the Group plans to introduce a new infotainment system with a vehicle app market and provide software development kits (SDKs) for creating unique apps. They also aim to incorporate their own large language model (LLM) into AI assistants and navigation systems, enhancing user interaction and safety.

With SDVs becoming more standard, large-scale fleet management will be simpler and more efficient. The Group’s software solutions will extend to software-defined fleets for businesses, offering tailored fleet management services, real-time data analytics, and user-friendly interfaces. This enables efficient vehicle operation and real-time problem-solving for B2B customers without requiring separate telematics devices.

As vehicles and fleets become more software- and AI-defined, they will evolve into ‘AI machines’ that continually learn to serve customers better. This transformation includes automating vehicle maintenance and updates, simplifying tasks, offering transparent data, addressing potential issues promptly, personalizing user experiences, and enhancing services and solutions.

The ultimate aim is to establish ‘Cloud Transportation’, a concept where software, AI-defined devices, and mobility merge to form a seamless mobility ecosystem accessible to everyone. This ‘transportation-as-a-service’ model will allow on-demand access to transportation, interconnecting devices and city infrastructure within an ecosystem, and continuously enhancing the intelligence of mobility solutions. The Group is advancing SDV technology, including autonomous driving, through various mobility services like demand-responsive transport and self-driving taxis, laying the groundwork for Cloud Transportation.

Chang Song, President and Head of Hyundai Motor Group’s SDV Division, emphasizes that their vision extends beyond vehicles to empowering a mobility ecosystem, viewing movement as a source of knowledge and innovation.

The Group’s partnership with Tenstorrent, a neural processing unit (NPU) specialist, underscores its commitment to software and AI advancements. Jim Keller of Tenstorrent highlights the synergy between the two companies, aligning with Hyundai’s vision of building cars, factories, robots, and smart systems, marking a significant step in their technological advancement.

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