Automakers Compete in Software-Defined Vehicle OS Race with Upcoming Models

Automakers are intensifying their competition for dominance in the Software-Defined Vehicle (SDV) sector, evolving into a race for proprietary operating systems (OS). With the launch of the first models featuring in-house platforms expected in the second half of this year, the scalability of software has become increasingly critical. As the transition to SDVs accelerates, the level of vehicle control implementation is anticipated to be a key factor in determining market position.

According to industry sources, automakers have begun to expedite the integration of proprietary platforms for the transition to SDVs. SDVs operate and control vehicles based on software, allowing for wireless functionality updates. The key features include an integrated OS that consolidates major vehicle functions and an infotainment system that enhances convenience.

The competition for SDV transition is expected to intensify starting this fall, as major brands are poised to launch their first models equipped with proprietary OS systems, aiming to secure early market leadership.

Mercedes-Benz plans to introduce several models in the Korean market this year, including the new Mercedes-Benz S-Class and the new Mercedes-Maybach S-Class, both equipped with the proprietary 'MB.OS'. The all-new CLA will also make its debut. The fourth-generation infotainment system, 'MBUX', which incorporates artificial intelligence, is also drawing attention.

BMW is similarly positioning its proprietary OS as a core element of its new vehicle competitiveness. The new BMW iX3, set to launch in the third quarter of this year, will feature the 'BMW Operating System X'. Additionally, the 'BMW Panoramic iDrive' aims to enhance the driver-centric infotainment experience.

However, disparities in the level of development among companies are becoming more pronounced. While brands like Mercedes-Benz and BMW are integrating vehicle control into their proprietary OS, some companies have only just begun implementing next-generation infotainment systems or have yet to establish a concrete roadmap for SDV transition.

Hyundai Motor Company recently launched its first model featuring the next-generation infotainment system 'Pleos Connect', the new Grandeur, on May 14. However, the vehicle control operating system 'Pleos Vehicle OS', which was also announced at the developer conference last March, does not yet have a specific deployment schedule.

Most domestic small and medium-sized automakers are relatively behind in the SDV transition. Renault Korea plans to release a fully functional SDV by 2027, while KG Mobility has yet to announce detailed plans for its SDV transition.

Given the varying speeds of SDV transition among companies, there is currently no clear standard for defining a 'complete SDV' in the market. The focus is shifting from whether a proprietary OS is implemented to how far vehicle control and update capabilities can be expanded. An industry insider noted, "We are currently at the initial stage of the SDV transition. Moving forward, the key will be how well we can integrate vehicle control."