Car-in-a brain

Hyundai Motors announced their strategy.

Here is summary of some parts:

Hyundai Motor is transitioning to a software-centric approach with a strong focus on Software-Defined Vehicles (SDVs), an autonomous vehicle foundry business, and a robust developer ecosystem.

SDVs and Ecosystem

Hyundai is developing SDVs that integrate advanced hardware with software, connecting vehicles to broader mobility networks. Central to this is a Zonal Electric-Electronic (E/E) architecture powered by a high-performance vehicle computer (HPVC), enabling faster software updates and improved vehicle functionality. By 2026, Hyundai will launch an SDV Pace Car showcasing advanced autonomous and AI capabilities.

SDK and Developer Ecosystem

Hyundai is fostering innovation by offering a software development kit (SDK) and an app market, allowing third-party developers to create new services using Hyundai’s data infrastructure. This open ecosystem will support continuous vehicle enhancements via over-the-air (OTA) updates.

Autonomous Vehicle Foundry

Hyundai is launching an autonomous vehicle foundry business, providing platforms for Level 4 autonomous driving to global software developers. Leveraging its manufacturing expertise, Hyundai aims to expand its presence in the autonomous driving market, focusing on safety and scalability.

In summary, Hyundai’s initiatives in SDVs, SDK offerings, and the foundry business are set to position the company as a leader in the future mobility landscape.

The most eye-catching parts were the SDV and the foundry-like business model.

Some strategies align with what I mentioned. SDK is a prime example. I fully agree with the necessity of an SDK and an App Store.

But I had questions regarding the foundry aspect.

To become a game changer in the mobility market, the direction of collaboration between Hyundai and others should focus on interior components.
Produce such a diverse range of SDV (Software-Defined Vehicle) interior components that users can customize their car spaces as they wish.
For example, if someone want to spend their travel time as game, their car become a perfect battle station what he want.

We must always focus on the core.
Why do we make SDVs?
Because the goal is to help people spend their time well while self-driving.
The core is how to make users feel that their travel time is shorter.
This means the car must become a well-focused space.

If this is realized, many needs will emerge.

First, Car as a Space like a Room
A car is no longer just a means of transportation but a well-focused space.
Space is fundamentally limited for most people.
To gain more space, people typically need to purchase a new house, which is the most expensive acquisition in everyday life.
However, if a car becomes a customizable space according to the user’s wishes, people can acquire a new room for less than the cost of a house.
In other words, the car will become a room.
(If Modular Car is realized, gaining additional space will be even easier than using a car as a space.)

Second, the Need for DIY
By observing Reddit, we can recognize the diverse needs of people.
There are numerous users in r/mancave (85K), r/garageporn (484K), r/homeimprovement (4.4M), r/battlestation (4.8M), and r/gardening (7.1M).
These communities are all about the need to customize spaces.
When expanding to DIY, there are also massive communities like r/DIY (25M).
This is why Hyundai should collaborate with others in the interior components area.
Fundamentally, the perception of being in control is significant.
(In my opinion, one of the crucial success factors of TikTok, Reels, and Shorts—called short form—is the perception of being in control. I will write about this next.)
The option to customize is highly attractive to many people, even if they don’t customize their interiors much.
Moreover, this concept could be connected to a new business model: a social platform and marketplace that combines the elements of communities like r/mancave, r/garageporn, r/battlestation, and e-commerce sites like Houzz.

Third, Hardware First
Historically, hardware was developed first, and the proper software followed.
Although launching important and attractive software alongside hardware is crucial, creating hardware that everyone desires is the most significant at the present stage.

I root for Hyundai to create a product that everyone wants, like the iPhone or the PC.
The future automotive market is still wide open.
I’m very curious to see who will win this game and whether I can take a seat among the winners.

Thank you for reading.