Software is finding a growing presence in cars today, which will eventually get upgraded over time. In fact, over the years, car manufacturers have invested millions in the R&D of automotive software. And automotive OEMs are competing with tech giants to produce operating systems for the car. Ivo Ivanov, CEO, DE-CIX International, discusses why OEMs need to be in control of the data journey of their cars, why the type of usage of the car or the special mobility packages will become more essential down the line and if there really will be a software war in the near future.

The cars of the future will be highly interconnected, and we’ll see real-time data exchange. A couple of years ago, automotive OEMs were focused on the engine, shape, the mechanical part of the car etc. However, they have now understood that the digital part of this business will drive them more successfully into the next century. There is a huge appetite for control of data by the OEMs, not just of the software but the infrastructure as well.

In fact, automotive companies have already started turning into software companies. Ivo Ivanov, CEO, DE-CIX International, mentions that automotive OEMs plan to create an independency from operating systems like iOS or android, so as to have their own software-driven platform – and this is valid for all major automotive companies, from Honda to Toyota, which is a market reality. At the same time, we also see automotive OEMs partner with companies like Google or Amazon, because of their cloud capabilities. While this sure is the case, it doesn’t tell us that the automotive OEMs will stop creating their software independency.

“If you ask me about software, I truly believe that we will see the so called ‘software war’ in the near future,” Ivanov expresses and continues, “They will collaborate if it comes to cloud resources and cloud computing resources for their manufacturing platforms. However, if it comes to creating and increasing the control of the data gateway related to the digital car, then we will definitely see a future competition between the propitiatory software developments of companies like Volkswagen, BMW etc. (you name them) and the established operating system providers like Apple or Google.”

OEMs in control of the data journey – why is it needed?
While the automotive OEMs can easily go to the software companies, it comes down to who controls this. “If the software related to the car remains in the hands of the existing players, then the OEMs will have to share a bigger portion on the assets with those companies,” Ivanov enlightens and adds, “They can share if needed, but the question remains of who has the majority in that stake. They want to increase their margin on the digital assets related to the car and become the major stakeholder in that domain.”

Ivanov further informs that, moreover, those who want to be extremely successful in the future must make themselves capable of doing this. “Because if they do not create this controllability of the data journey, they will not be able to create digital assets,” he puts across and adds, “An OEM can grow its value as a company on the stock exchange if it is able to provide the market with a story that is futuristic and can create a value in the future. And the OEMs will not be able to differentiate in the future with the quality of the car seats, engines, shape of the car etc. alone – they will be able to differentiate with smart digital concepts for mobility solutions in our digital lives.”

Citing a relevant example in this context, he asserts, “Let’s think about the metaverse, or the truly and entirely digitalised environment; we see companies like McLaren and Porsche that have already started creating their digital twins for the metaverse. It eventually comes down to access to the customers. The OEMs have the cars and the customers are the users of the cars.”

OEMs developing their own software – is it safe?
However, even companies like Tesla have their share of failures in vehicle software, with there being investigations into Tesla’s driver enhancement software following a spell of documented malfunctions. So, what can one say when it comes to smaller OEMs?

“It’s a normal process of improving your code, its security and the software. It’s what Microsoft, Apple, Google etc. have been dealing with for decades now. In fact, the OEMs will catch up much faster because they have the money to make sure that they hire efficient people and acquire other companies. And also, again, they have access to the end-users,” explains Ivanov.

Control of the data journey and infrastructure
The OEMs have the cars, the customers and the users of the car. These OEMs want to control the framework and will integrate existing solutions and other elements but want to be in control of the data journey, which is the asset. “The assets are the tonnes of data produced by the car,” Ivanov shares and goes on, “Hundreds of thousands of organisations around the world are trying to get involved in this huge and tremendous business surrounding data – the data getting into the car and the data being produced in the car. This is what the OEMs aim for.” Ivanov further clarifies that the OEMs will probably not write the code for everything from zero, but they sure will want to control the framework. “But the knowledge of where exactly the data comes from in the car and where the data goes from out of the car, then they will be able to turn themselves into the gatekeepers of the data journey and create their virtual and digital assets around this driver behaviour. And I believe that it’s not the ownership of the car in terms of legal rights of owning the car, but the type of usage or the special mobility packages that will become more essential.”

Not just software, but chips too
According to market research firm Gartner, by 2025, fifty percent of the top 10 automotive OEMs will design their own chips. Ivanov envisions that what we have seen with the battery production for electric cars, will happen in the case of chips too. “All of the dominant OEMs, from Tesla to BMW to Mercedes to Volkswagen, have already started heavily investing in their own battery manufacturing assets. In some cases, they collaborate with existing battery manufacturers, or in other cases, they create their own battery factories,” Ivanov asserts and adds, “So we see a similar development in the chip industry. That’s because the chips in the connected car and the whole mobility concept around the future of OEMs are nothing but the new engine.”

A leading position
Software is certainly transforming the automotive world. And yes, major automotive OEMs are now seriously investing in new software platforms. The software and infrastructure together, undoubtedly, will empower automotive OEMs to be the gatekeepers in this data journey and provide them with the level of controllability of the data journey that they need to create virtual and digital assets for their shareholders. Software is definitely one of the main differentiators, creating a leading position in automotive OEMs.

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Maruti Suzuki India, the country’s largest carmaker, has introduced the Victoris Aurum Edition Strong Hybrid to mark the first anniversary of the Victoris SUV, featuring an accessory kit priced at INR 22,990.

The launch follows the model reaching sales of 100,000 and 150,000 units within its initial year of production. The Aurum Edition incorporates copper-coloured inserts on the front, side and rear skid plates, along with revised wheel arch trim.

On the outside, it gets chrome garnishes across the front grille, fenders, bumpers, body side mouldings and door visors. Interior additions comprise all-weather 3D cabin mats, a 3D boot mat and a trunk sill guard.

Furthermore, the company has partnered with actor Shahid Kapoor to lead the promotional campaign for the variant.

Partho Banerjee, Senior Executive Officer – Marketing and Sales, Maruti Suzuki India, said, "Conceptualised as a ‘Got it All’ SUV for today’s dynamic young go-getters who ‘want it all’, the Victoris has truly won the hearts of buyers. As we celebrate its first anniversary, it’s worth noting that the Victoris has become the fastest-selling PV to clock both the 150,000- and 100,000-unit sales milestones, going on to achieve the highest sales for any car in India during its 1st year of launch. Recognising these extraordinary achievements, we are introducing the Victoris Aurum Edition Strong Hybrid, with tasteful enhancements that are sure to grab eyeballs and make this festive season feel all the more special for our valuable customers. Our association with Shahid Kapoor, for the new Aurum Edition is also sure to complement the Victoris’ contemporary appeal."

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Hyundai Motor India, one of the leading passenger vehicle manufacturers, has detailed the safety specifications and platform architecture for its upcoming Bayon SUV model ahead of its official launch in India on 26 October 2026.

Built on the Global K Enhanced Platform, the Bayon utilises a body structure comprising of 69 percent high-strength steel grades, integrating hot-stamped components across the front apron, dashboard, rear floor and side reinforcements.

The vehicle incorporates Hyundai SmartSense Level 2 Pro ADAS, providing 23 driver assistance features supported by three radar units and 12 parking sensors. Over 35 safety features are fitted as standard across all variants, including six airbags, electronic stability control, hill-start assist control, a tyre pressure monitoring system (TPMS) and ISOFIX child seat anchors.

The Bayon will be powered by a 1.5-litre MPi four-cylinder petrol engine producing 84.4 kW (115 PS) and 143.8 Nm of torque, paired with a six-speed manual or an Intelligent Variable Transmission. Exterior options will span 10 colour configurations across monotone, dual-tone, and matte finishes.

Tarun Garg, Managing Director and Chief Executive Officer of Hyundai Motor India, said, "At Hyundai, we believe that true innovation is meaningful only when it enhances the everyday experiences of our customers. With the Hyundai BAYON, we have combined a robust body structure, advanced safety technologies, and intelligent driver assistance systems to deliver a comprehensive safety experience. From its reinforced chassis and high-strength steel construction to Hyundai SmartSense Level 2 Pro ADAS, the BAYON is engineered to inspire confidence not only in challenging situations, but throughout every journey. This reflects our commitment to delivering intelligent mobility solutions that are safe, connected, and progressive for modern India."

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Japanese automotive major Mitsubishi Motors has commenced sales of the Pajero cross-country SUV in Thailand, serving as the initial market for the model’s international release.

The Pajero’s production takes place at the Laem Chabang facility operated by Mitsubishi Motors in Chonburi Province, which functions as a manufacturing hub for export operations.

Shipments to Australia and Japan are scheduled ahead of market releases in mid-December, followed by sequential introductions across approximately 100 countries and regions in the Middle East and Latin America starting in fiscal 2027.

The Pajero integrates four-wheel-drive capability with passenger car handling characteristics and positioning as a flagship offering.

Keisuke Kishiura, President and Chief Operating Officer, Mitsubishi Motors, said, "We are delighted to begin sales of the all-new Pajero in Thailand as the first market for its global rollout. Thailand is not only an important market for Mitsubishi Motors, but also a key hub for our production and exports. The all-new Pajero is a flagship model that embodies Mitsubishi Motors and is positioned among the top-tier cross-country SUVs in the Thai market. We will continue to deliver appealing products from Thailand to customers around the world and provide value that exceeds expectations."

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Param Automotive Group has inaugurated an upgraded dealership facility in Ahmedabad to mark its silver jubilee year.

Located at the site established in 2002, the facility spans 40,000 square feet and features display space for 18 vehicles.

The showroom includes customer lounges, delivery zones, accessory bays, test-drive areas and hospitality spaces to support vehicle sales and customer service operations.

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