Software-Defined Vehicles: Execution Challenges and the Case for Standardization — Insights from Excelfore CEO Shrinath Acharya

In a detailed discussion with Srinivasa Reddy N, Editor of EEHerald, Shrinath Acharya, CEO and Co-founder of Excelfore, outlined the opportunities and execution realities shaping the transition to Software-Defined Vehicles (SDV). The conversation covered rapid market growth, new business models such as Features on Demand, the critical need for standardized OTA platforms, vehicle architecture evolution, security considerations including quantum threats, and specific opportunities in the Indian market and commercial vehicle segment.

 SDV Growth Driven by Software and New Business Models
Acharya noted that while overall SDV market projections show strong growth over the next decade, a significant portion of that expansion will come from software rather than hardware alone. “By its own definition, software defined vehicle means that the vehicle was defined or is being defined by software,” he said.

He highlighted post-production opportunities through Features on Demand, enabling subscription-based capabilities after vehicles leave the factory. Examples include Tesla-style premium connectivity packages and situational features, such as temporary traction control for specific use cases like a weekend ski trip. These models are creating marketplace-style offerings and driving innovation in automotive business models.

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