SW defined vehicle – A tale of incumbents, stragglers, and new kids on the block

Munich, January 2022


Munich/Detroit, January 2022

n an industry where the value chain and business models have been left largely unchanged over the last decades, the emergence of the SW-defined vehicle is shaking things up. With new players entering the market and staking their claim, incumbent automotive companies are likely to stay key players but need to adapt to stay relevant.

Software value creation is expected to exceed EUR 250bn by 2030, as we established in our first article of this series. You can find more details here. It comes as no surprise that nearly all major incumbent OEMs and suppliers are fighting for their share of the pie. However, unlike other industry-wide transformations that are happening at the same time, the software-defined vehicle (SDV) truly requires a revolution of nearly all core capabilities. The SDV will transform the customer experience, business models, core techno- logies and fundamentally requires new organizational and operating models to enable success. Software will act as “the central differentiating factor in the automotive industry”, as Scott Guthrie, Executive Vice President Cloud + AI at Microsoft, aptly put it.
This second part of the Berylls series “Software-defined vehicles: Inside a game-changing transformation” focuses on the role and strategy of the key players (OEMs, Tier-1 suppliers, and big tech players) in this highly dynamic SDV value chain and eco-system. In addition to analyzing current strategies and defining expected player archetypes, Berylls conducted 15 expert interviews with leading professionals across the industry. These interviews were focused on delving into current strategies but especially on defining the potential archetypes market participants could adopt. Thus, this insight provides a framework for industry participants to evaluate their strategic positioning and consider their role within the overall SW-defined vehicle market.

Discover more in our latest insight.

Berylls Insight
SW defined vehicle - a tale of incumbents, straggle, and new kids on the block
DR. Matthias Kempf


Malte Broxtermann


Sebastian Böswald

Associate Partner

Dr. Matthias Kempf

Dr. Matthias Kempf (1974) was one of the founding partners of Berylls Strategy Advisors in August 2011. He began his career with Mercer Management Consulting in Munich, Germany, in 2000. After earning his doctorate degree and further consulting work at Oliver Wyman (formerly Mercer Management Consulting), he joined the management of Hilti Germany in 2008. At Berylls, his area of expertise is new mobility services and traffic concepts. In addition, he is an expert in developing and implementing new digital business models, and in the digitalization of sales and after sales.

Industrial engineering and management studies at the University of Karlsruhe, Germany, doctorate degree at Ludwig Maximilian University, Munich, Germany.

Malte Broxtermann

Malte Broxtermann (1986) joined the Berylls team in 2014. After extensive experience as emergency medical technician, he has been working in consulting since 2012. He helps customer to leverage digital strategies & products across the entire automotive value chain. He is an expert in deploying machine learning-powered applications. As Partner at Berylls’ own unit for digital solutions, Berylls Digital Ventures, he focuses on scaling start-ups as part of our venturing practice.
Studied economics and international business at Maastricht University (Netherlands) and Queen’s University (Canada).

Sebastian Böswald

Sebastian Böswald (1991) joined Berylls in April 2021. He is an Associate Partner and an expert in both transformation and operations. Over the last decade, he has focused his work on strategy and organizational design, as well as on two megatrends shaping the automotive industry: software-defined vehicles and CASE (connected, autonomous, shared, and electrified mobility). In these fields, he has advised our global OEM clients as well as Tier-1 suppliers and tech companies.

Prior to joining Berylls, he worked for PwC Strategy& and started his career at BMW as a project manager for product strategy and digital charging services.

He received a Bachelor of Science in Automotive Computer Science at the Technical University of Ingolstadt as well as a Master of Science in Management from the Technical University of Munich.