Hyundai Motor Group is stepping into the full-fledged era of SDV (Software Defined Vehicle) through the Kia EV9.
On the 4th, Hyundai Group released a video introducing the SDV technology applied to the Kia EV9 on its official YouTube channel.
(※ YouTube video link: https://youtu.be/GdY6h_My3ds)
The EV9, based on the electric vehicle-exclusive platform E-GMP, is Kia’s second flagship electric SUV, playing a key role in Kia’s leap as a global leader in electrification.
With features such as highway driving pilot (HDP), the Kia Connect Store, and over-the-air (OTA) software updates, the EV9 is expected to meet customer expectations for innovative experiences based on new technology.
In the video, Hyundai Group introduced the ‘FoD (Features on Demand)’ service, which allows customers to selectively purchase software features according to their needs, marking a significant step towards the future of mobility technology.
They emphasized that various software products will be continuously expanded in the SDV system and provided in the form of the FoD service, offering customers new value and personalized experiences.
Previously, Hyundai Group held an event titled “Opening the Future of Mobility with Software” in October last year, revealing its vision for SDV development, detailing that performance and features would be continually updated through software even after purchasing a vehicle. This will allow customers to enjoy the freedom of safe and comfortable movement and an innovative user experience through software connectivity.
With the launch of the EV9, Hyundai Group declared that the SDV era has officially begun.
The scope of over-the-air software updates for the EV9 has been significantly expanded to cover not just core components but also major convenience features, showcasing its unlimited potential as an SDV.
With the extended range of controllers subject to wireless software updates, various functions and convenience specifications can now be updated. Wireless software updates allow for the latest updates to controller software via wireless communication between the cloud server and the vehicle without the need for separate equipment.
Customers can enhance their convenience without visiting service centers, allowing existing features to be supplemented or new features to be added at any time, thereby adding value to their time.
Since initially implementing wireless software updates with the Genesis GV60 in 2021, Hyundai Group has conducted product improvements and campaigns via wireless updates approximately 25 times across six vehicle models.
Thanks to the advantage that updates can be completed in 3 to 10 minutes while parked without any separate operation, an average of 95% of customers have completed the wireless software update within a month of its distribution. (※ Excludes navigation wireless software updates)
In line with its SDV strategy, Hyundai Group is integrating vehicle controllers into four functional areas based on a function-centric architecture. This process significantly reduces the number of controllers, establishing a technical foundation for effective upgrades of vehicle functions and performance.
As a result of integrating numerous controllers, the EV9 is equipped with a unified controller software system version, securing a technical foundation to offer the FoD service to customers.
The unification of the controller software system version provides a stable technical basis to respond reliably when the range and number of FoD products offered by Hyundai Group expand in the future.
Hyundai Group has announced the first application of the FoD service to the Kia EV9, which will be operated through the ‘Kia Connect Store’.
The products available through the Kia Connect Store with the EV9 include ‘Remote Smart Parking Assist 2’, which supports remote parking and departure, ‘Lighting Pattern’ that allows expression of individuality through five graphics on a digital-pattern lighting grille, and ‘Streaming Plus’, enabling video and high-quality audio content enjoyment in the vehicle, among others, with plans to develop more functionalities in the future.
Customers can access the desired functions for the required duration via the Kia Connect Store’s website or the dedicated smartphone application ‘My Kia’, experiencing it as simply as purchasing applications from a smartphone app store.
Kia explained that with the Kia Connect Store, customers are freed from the burden of having to decide all specifications before vehicle delivery, as they can freely add desired specifications anytime and anywhere, greatly expanding their choices.
In launching the ‘Kia Connect Store,’ Kia emphasized the importance of expanding customer options. They have structured the products around a lifetime usage plan with no time limit, while also offering subscription services on a monthly or annual basis that cater to various customer situations, such as leasing, renting, and used car sales.
In fact, if EV9 customers wish to use the ‘Remote Smart Parking Assist 2’ product for a lifetime, it can be purchased for 500,000 won. Additionally, monthly (12,000 won) and annual (120,000 won) options are available for those who want flexibility in choosing the duration, with the ability to cancel orders at any time.
Hyundai Group plans to continually develop the FoD service to ensure customers can enjoy a personalized vehicle experience. They aim to structure FoD products primarily focused on specifications optimized for individual lifestyles, allowing customers to combine products according to their preferences.
In line with this direction for the FoD service, Hyundai Group plans not to include features directly related to vehicle safety within the FoD scope. Additionally, since returning the choice of option specifications to customers is crucial, the company will also not offer frequently used basic convenience features as part of the FoD service.
As customer needs for mobility continue to diversify, Hyundai Group aims to continuously explore new ideas for the FoD service to provide innovative mobility experiences.
In aspects of mobility as a space for active living, they plan to showcase entertainment-related products, such as movies, games, and video conferencing, and also to develop products that can express customers’ personalities through displays, sounds, and lighting in accordance with the personalization trend.
A Hyundai Group official stated, “The EV9, grounded in various SDV-based technologies, possesses ample potential as an SDV. We plan to accelerate the transition to SDV and continuously enhance related technologies to offer customers new mobility experiences that have never existed before.”
Meanwhile, the FoD service, first applied to the Kia EV9, will be available starting on the 4th at the ‘Kia EV Unplugged Ground’ located in Seongsu-dong, Seoul. At the exhibition venue, customers can download the products and experience the process of installing them in their vehicles through experiential content. Customers wishing to visit must make a reservation in advance through the Naver reservation system before entering the exhibition hall.
Lee Sang-jin daedusj@autodiary.kr