As Software-defined Vehicles (SDVs) are gaining traction in the global automotive industry, automakers are shifting their focus to elevating customer experience through personalization by delivering OTA-enabled functionalities and integrating Advanced Driver Assistance Systems (ADAS). But as SDV capabilities expand, companies targeting the Indian automotive market penetration must focus on what customers will actually value, use, and pay for, rather than adding innovative features.
To lead in this SDV era, OEMs and Tier 1/2 suppliers should be aware that it isn’t enough to concentrate only on accelerating technology development. They should understand what clients need, what competitors are doing, how technologies are changing, and whether the market is ready for the introduction of such technologies. Translating this information and developing an approach that combines innovation and practicality is crucial.
Identifying Where India’s SDV Demand is Heading
A leading automotive company approached us to analyze and improve its positioning around SDVs in the Indian market. The company wanted us to determine the intensity of customer demand across the country, explore competitors’ SDV launch strategies, and identify technology providers supporting future capabilities. A market-backed analysis of these factors was essential to distinguish high-potential capabilities that deliver the most valuable opportunities.
Building an SDV Roadmap Around What Matters
Throughout the engagement, the company was able to gain a comprehensive understanding of the Indian SDV landscape. We helped the organization uncover customer needs and priorities in terms of SDV capabilities. Besides this, we identified competitive gaps by benchmarking leading automotive companies like Mahindra, Tata Motors, Hyundai, Kia, Maruti Suzuki, MG, Stellantis, and VinFast, and understanding their ongoing & future SDV offerings.
These insights created a clear basis for prioritizing SDV investments and directing the new customer-centric roadmap, while considering realities of the Indian market.
Explore the key SDV features that Indian customers are actually ready to adopt, critical gaps observed through competitive landscaping, and opportunities shaping the next phase of SDV growth.
Fill out the access form to download the complete case study.
