Carmakers intensify rivalry in SDVs
Hyundai, BMW, Toyota, Zeekr tout AI-powered SDV platforms as connected-car competition shifts beyond hardware
Hyundai Motor's latest infotainment platform Pleos Connect / Yonhap
Global automakers are shifting the competitive battleground in Korea from traditional hardware to software-defined vehicles (SDVs), as cutting-edge operating systems and in-vehicle artificial intelligence (AI) functions emerge as key differentiators in an era of connected cars.
The trend is visible, as a wave of new models launched this year are positioning advanced software capabilities as their definitive selling points. They include Hyundai Motor’s Grandeur, BMW Korea’s iX3, Toyota Motor Korea’s RAV4 and Zeekr’s 7X.
Toyota is the latest carmaker to join the SDV competition. Last week, the Japanese carmaker launched its six-generation RAV4 flagship SUV built on its foundational SDV platform, Arene.
Of particular note is that Toyota collaborated with LG Uplus to integrate tailored connected-car services to adapt the vehicle for the tech-savvy Korean market. The telecom operator also identifies the automotive infotainment as its next key growth driver.
European and Chinese competitors are also raising the stakes with high-performance computing hardware.
BMW Korea’s recently launched all-electric iX3 SUV boasts a next-generation “superbrain” capable of processing data up to 20 times faster than preceding systems, drastically elevating automated driving assists and cabin infotainment.
Meanwhile, Chinese premium electric vehicle brand Zeekr is entering the fray with its 7X SUV, promoting Qualcomm’s Snapdragon 8295 intelligent cockpit platform to court digital-native Korean consumers.
BMW Korea's all-electric iX3 SUV is powered by a "superbrain" that can process data up to 20 times faster than previous systems. Courtesy of BMW Korea
The software shift is also redefining future vehicle pipelines. KG Mobility is preparing a mid-to-large plug-in hybrid SUV developed jointly with China's Chery Automobile, embedding comprehensive SDV architecture from its conception.
Renault Korea has laid out a road map to launch fully realized SDVs by 2027. Demonstrating its vision, the carmaker recently showcased its proprietary AI Orchestrator software at NextRise, a major tech and startup convention in Seoul. The AI agent is designed to integrate a wide range of vehicle functions and deliver personalized services tailored to individual customers, according to the company.
Hyundai Motor Group is also going all out to lead the SDV transformation. The carmaker recently upgraded its flagship Grandeur sedan with its latest SDV platform, Pleos Connect. Developed by 42dot, Hyundai’s autonomous driving and software unit, the platform features Gleo AI, a large language model-based voice assistant.
Upcoming vehicles from the group’s auto brands — such as Hyundai Motor, Kia and Genesis — will also be equipped with the up-to-date SDV platform.
“The Korean vehicle market is rapidly becoming a proving ground where traditional hardware-oriented progress is eclipsed by the rise of the software-driven auto paradigm shift,” an auto industry official said.