Stellantis:
We plan to invest more than €30 billion ($33.8 billion) through 2025 to execute its software and electrification transformation.
Goddijn:
We also work directly with the research and development departments of OEMs, such as Groupe PSA and FCA (Stellantis) for advanced use cases that include ADAS and electric vehicles.
Stellantis:
We will leverage the speed and agility associated with the decoupling of hardware and software cycles.”
Goddijn
Many OEMs are taking control of their digital cockpit experience by moving more of the development in house. IndiGO provides OEMs with a platform that removes the need for them to invest time and resources in non-differentiating parts of the digital cockpit, allowing them to focus on developing unique brand experiences.
Stellantis
Launching in 2024, the three new platforms will be deployed, at scale, across the four vehicle platforms of Stellantis over the following two years.
Goddijn:
Order intake in first half was already good. And I think in the second half of this year, there are major opportunities available to us. If I would be a gambling man, then I say it's going to be a good year for order intake in 2021. We have good visibility on which contracts will be awarded when, we have intimate involvement with our customers of when those deals will be awarded and what we need to do to win them.
We hope to win the software and the content for the next generation of vehicle models for a particular brand. The working relationships our engineers and product people have with their counterparts in the OEM industry could be characterized by good, and on a high level of trust. And that helps us in expanding and deepening those partnerships further. Because software is getting more complex there is a clear economic rationale to keep building and deepen those relationships further, and make them more strategic in their nature. I think a couple of years back, OEMs would really go from deal to deal and generation to generation and everything would be reset to 0. And then the vendor with the best product price combination would typically win. What we see is more longevity and more strategic alignment and the willingness of carmakers to start from scratch is reducing. And I think that's a good thing for us.
Stellantis
Stellantis will grow its software and connected services business through 5 key pillars –
• Services & Subscriptions
• Features On-Demand
• Data As A Service & Fleet Services
• Vehicle Pricing & Resale Value
• Conquests, Service Retention & Cross-Selling
Today, Stellantis has 12 million monetizable connected cars globally. By 2026, this is expected to grow to 26 million vehicles and generate approximately €4 billion ($4.5 billion) in revenues and, by 2030, it will reach 34 million vehicles and approximately €20 billion ($22.57 billion) in annual revenues. Monetizable is defined as the vehicle’s first five years of life.
Reactie van mij
Stellantis verwacht op 34 miljoen voertuigen 22,5 miljard omzet per jaar te maken. Dat is 660 euro per jaar aan omzet uit software en content per auto.
Daarbij wel in ogen houden dat Stellantis die omzet maakt als reseller. Deels zal ze zelf de autonoom rijden software verkopen, maar als er een film wordt gekocht voor de kinderen op de achterbank of verkeersinformatie (die noemde Stellantis ook specifiek) dan is dat omzet in de Stellantis appstore, maar ook voor de content leverancier daaronder.
Aangezien Stellantis gaat voor 100% attachment rates en 34 miljoen voertuigen als omzet genererende apparaten ziet, plaatst dit een grote sticker ‘overname target’ op het hoofd van TomTom, zowel bij Volkswagen en bij Stellantis. Stellantis kan die live services niet zelf maken, dit is HERE in 10 jaar niet gelukt.
Onderzoeksreport duiding
OEMs are vigorously expanding their internal software R&D teams to reduce the cost of software outsourcing. In the next step, OEMs‘ software R&D will still focus on software that can directly create value for consumers, such as cockpit HMI, autonomous driving, etc. Of course, OEMs can also cooperate with independent software vendors in R&D through the decoupling of software and hardware, like BMW and ArcherMind Technology team up, and ThunderSoft and Human Horizons collaborate.
However, for general software (such as surround view splicing, voice, DMS) and common platform-based software (such as OS kernels, virtual machines, HD maps, cloud platforms, etc.), OEMs still give priority to outsourcing. In general, as software becomes more and more complex, the life cycle value (ASP) of software for a single car may be as high as tens of thousands of yuan, which makes software a main part of the vehicle BOM cost.
With the continuous evolution of software-defined vehicles, the business model of the entire automotive industry has changed accordingly, from new car manufacturing and marketing model which lasts for a long time to a larger-scale software × ownership model. Automakers will charge customers for software license and OTA updates to complete the closed-loop business model.