Updating the Updates
Software updates are popping up regularly in new cars, but the process remains sketchy, inconsistent, and unfamiliar more than a decade after Tesla made it look easy.? Both of my personal cars required updates at the same time and my experience was instructional.
The two cars in question were a MY22 BMW X3 and a MY22 Hyundai Ioniq 5.? My BMW informed me that there was an update available to be uploaded to my car from my BMW app.? The Hyundai announced on the screen in the car that an update was available – though it didn’t explain where or how to obtain or initiate it.
Regarding the Hyundai update, I should have realized how onerous and unpleasant the software update was going to be when my Hyundai dealer pointed me toward a MapnSoft Website and told me to follow the directions.? The dealer was taking my the Ioniq 5 in for a couple of recall items, but was not interested in my infotainment system update or possibly was not going to be compensated by Hyundai or maybe he was under instructions from Hyundai or the dealership to leave the update to the customer.? I still don’t know.
The fact that the dealer was clearly offloading the software update task to me, the customer, was notable.? For years we consumers have been led to believe that dealers want to control all software updating as a key customer engagement point.
Judging by the fact that I often find it difficult to get a service department appointment from either of my local Hyundai dealers, I’d say dealers are done with software updates.? Routine software updates can tie up valuable and in-demand service bays and/or scarce technicians.? It’s also likely that it’s either difficult or impossible to charge the customer – or to charge the customer enough to make it worthwhile.
I visited the MapnSoft Website as instructed by the dealer.? I downloaded the update – which took the better part of an hour.? I then copied the file to a thumb drive, which was similarly time consuming.? Then I plugged the USB drive into my car, which is the same process I went through when I first bought the car and there was a similarly substantial (30GB) update that needed to be installed.
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As far as I know, the software update of the Hyundai was successful.? I didn’t brick the car and everything seems to be working – though nothing looks different.? In spite of a lengthy description of the content of the upgrade I can’t say that I am 100% sure that it made any difference.? (If the upgrade had added an automatic lock feature for after I have departed the car, I would have been thrilled.)
The BMW update process was similar, but by using the phone as a point for receiving the update and transferring it to the car it was made slightly simpler.? It was still a three step process – receive to phone, upload to car, install in car.? Also, no obvious change in onboard system performance or characteristics.
I also had a loaner car for a day or two – a Ford F-150 Lightning – while visiting Detroit.? The use of the car began with a software update, which was announced on the infotainment screen and took very little time. (A notably new - to me - function in the Lightning - apart from the software updating - was the shifter automatically shifting itself into Park when I turned the car off. Thoughtful!)
The moral of the story is that software updates are becoming common but remain unpredictable and confusing.? Tesla’s implementation – announcing the update and explaining its content – is still the gold standard and a model of best practices.
It’s true that Tesla has periodically removed features with its updates and I’ve yet to see a software update from any car maker that was intended to be optional.? All in all, we need to do better as an industry.? The software update is a point of direct engagement with the consumer and auto makers ought to do more to make this a pleasing and winning experience.?
One giant positive step in the right direction is removing dealers from the process.? I believe dealers will be thrilled to be left out of this.? They already have their hands full with recall items.
Business Development Executive
2 个月OEMs tend to focus on the tech of things like the updates and not the process. Understanding the process from the consumers view and simplifying it is key to OTA or other AutoTech.
Master's Degreed Product Manager with 10+ years of experience in Product Development, Roadmapping, Requirements Definition, Leading Product Teams, Delivering High-Impact Products and Agile Methodologies
2 个月It's amazing that here we are, nearly a decade after over-the-air (OTA) updates were hailed as the next big thing (although in the shadow of self-driving cars), and we're still discussing USB thumb drives and dealership visits for updates. Agreed, software updates don’t represent a revenue stream for dealers, and tying up service bays for routine updates doesn’t make sense. Unless automakers can make it worth their while, it’s probably better to leave dealers out of the process altogether. All of this highlights the ongoing critical need for a better customer experience. Running the update through the vehicle’s built-in cellular connection would make it much less intrusive for the customer, if not entirely invisible. Even using the consumer's cell phone to download updates offers flexibility, provided certain conditions like battery level and reliable connection are met. The fact that we're still struggling to implement this a decade later is disappointing. Ultimately, the industry needs to prioritize a smooth, intuitive, and low-failure update process—one that minimizes interaction, maximizes reliability, and most importantly, leaves the customer feeling confident that their vehicle’s software is up-to-date without the hassle.