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

The development cycle of vehicles is typically very long. Automakers are in some ways fortune tellers, looking far into the future to ensure that their latest vehicles are not outdated by the time they are released. Before the advent of software-defined vehicles (cars that are driven by technology versus cars that are only enhanced by technology), automakers had to wait until the next model year to update 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 suite of technologies that enable upgrades and updates via Wi-Fi. These software tweaks, called over-the-air (OTA) updates, range from simple infotainment system 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 make multiple software updates to improve normal software functionality,” said Sujith Somasekharan, Connected Car and Mobility team for Kia America. “For example, we improved the battery charging path to make it more efficient and improve functionality (with an OTA update).”

For anyone who owns an iPhone or Android smartphone, this process should feel familiar. Smartphones push out OTA updates themselves whenever they need to fix a bug, improve security, or get a new look.

PCs on wheels

More than ever, cars are the equivalent of multiple powerful computers on wheels. OTA updates play a big role in electric vehicles like those from Lucid, Tesla and Rivian because they’re more software-driven than others, but many gas-powered cars use the practice as well.

This is where remote software installations get interesting. Most new cars come equipped with some way to connect to the internet, giving automakers a myriad of upsell opportunities. BMW tried this in 2023 by quietly rolling out a subscription service that allowed overseas customers to opt for heated seats for an extra fee. While it didn’t pan out in the U.S. market, auto journalists raised alarms about what seemed like a money-making scheme. Even before BMW launched its options, Mercedes-Benz launched a performance subscription for its EVs in late 2022.

Think about it: For automakers, unlocking software options streamlines production costs and can dramatically reduce them. They could build a single model with features that can be toggled on and off with a quick check on a touchscreen. Want massage seats? That’ll cost you an extra monthly fee. Want to max out your horsepower? Click here. The possibilities are endless. It’s not much different from smartphone apps offering extra deals.

It’s important to outline the difference between software updates for improvements and recalls, says Cubic Telecom Chief Corporate Officer David Kelly. Tesla, for example, has had a number of recalls through the National Highway Traffic Safety Administration (NHTSA). Some can be fixed via an OTA update, but that’s not the same thing.

“In a recall scenario, millions of vehicles could be affected, but in most cases, no action is required from the owner,” Kelly said. “The car is simply updated with a patch or software update when the car comes online. The terminology is important, as a major smartphone manufacturer, for example, would never label a software update or patch as a ‘recall.’ The distinction between a full recall and a patch or software update is really significant, in terms of customer impact and reputational or financial damage.”

Options only via subscription

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 sign-up and remains free for five years. The “Care” subscription adds protection for young drivers and parking services like geofencing, speed limits and curfew alerts. “Plus” unlocks a “find my car” feature in case you lose it in a mall parking lot or someone in the family has it, plus various remote controls, like turning on the heated or ventilated seats from outside the car or scheduling the climate control to your preferences. The “Ultimate” subscription sits at the top of the pile, giving you the ability to use a digital key to unlock your car with your smartphone.

Signing up for a plan requires you to enter personal information, and not all customers are comfortable with that, says Somasekharan. In that case, a buyer can choose to deactivate the modem and not be prompted for OTA updates. If they want the latest and greatest, they can take it to the dealer and download it directly from there. That seems like a hassle, but it’s an important option for those who fiercely guard their privacy.

In July, Kia released an OTA software update for EV9 owners with KiaConnect, updating the body domain controller logic to reduce unintended illumination of the Tire Pressure Monitoring System warning lights. For small issues like this, it’s a thousand times easier to get the update via cloud download.

OTA updates aren’t all business, though. In April of this year, Kia began rolling out OTA updates tied to a partnership with the NBA, allowing anyone with KiaConnect to download skins that personalized their screens to reflect their favorite pro basketball players. Get ready, because cars are increasingly adopting video game technology. Lincoln’s latest Nautilus features a 48.0-inch panoramic display that stretches across the dashboard with options to play a custom video game, surf the web and more. Until electric vehicles can be charged in the same amount of time it takes a consumer to fill up a tank of gas, those entertainment options may come in handy.