OEMs caught in a market positioning trap<\/h1>\n\n Munich, December 2021<\/span>\n <\/div>\n <\/div>\n <\/div>\n <\/div>\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\n \n\n\n \n \n\n V<\/span>\n ehicles are increasingly defined by software<\/p>\n\n <\/div>\n\n \n\n <\/div>\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
\n\t\t\t\t\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\tAny driver of a modern car can easily understand – and experience up close – why there is more and more talk of the future \u201csoftware defined car\u201d. Display screens are taking the place of analogue instrument panels; switches and buttons on centre consoles are increasingly being<\/span> converted into large displays and vehicles can move about semi-autonomously in traffic and manoeuvre themselves into parking spaces. Those are just a few examples of how the user experience is increasingly being<\/span> determined by software. User experience can also be changed by subsequently activating new features or updates\/upgrades of existing features. This is clearly reflected in the development of market volumes for software and hardware. If the software portion (on & off-board) of the added value (automotive software and EE hardware) still amounts to 20% according to Berylls\u2019 calculations, there is a projected increase of 43% for 2030.<\/strong><\/span> Most growth is generated off-board,<\/span> referring to software outside the vehicle such as development tools, applications, and cloud services. Despite this, Berylls expects even on-board software such as control devices, infotainment, driving assistance systems etc. to almost double in market volume.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t![\"Bar](\"https:\/\/www.berylls.com\/wp-content\/uploads\/2021\/12\/Unbenannt.png\")
\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\n\t\t\t
ehicles are increasingly defined by software<\/p>\n\n <\/div>\n\n \n\n <\/div>\n \t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
Any driver of a modern car can easily understand – and experience up close – why there is more and more talk of the future \u201csoftware defined car\u201d. Display screens are taking the place of analogue instrument panels; switches and buttons on centre consoles are increasingly being<\/span> converted into large displays and vehicles can move about semi-autonomously in traffic and manoeuvre themselves into parking spaces. Those are just a few examples of how the user experience is increasingly being<\/span> determined by software. User experience can also be changed by subsequently activating new features or updates\/upgrades of existing features. This is clearly reflected in the development of market volumes for software and hardware. If the software portion (on & off-board) of the added value (automotive software and EE hardware) still amounts to 20% according to Berylls\u2019 calculations, there is a projected increase of 43% for 2030.<\/strong><\/span> Most growth is generated off-board,<\/span> referring to software outside the vehicle such as development tools, applications, and cloud services. Despite this, Berylls expects even on-board software such as control devices, infotainment, driving assistance systems etc. to almost double in market volume.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t