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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Toyota Kirloskar Motor (TKM) has marked 20 years of the Innova SUV in India, with cumulative sales of over 1.2 million units across the Innova, Innova Crysta and Innova HyCross models.

Launched in 2005, the Innova set a new benchmark in the MPV segment with its combination of ride comfort, spacious interiors, durable build and advanced safety features. The Innova Crysta followed in 2016 with a new design, more powerful engines and premium features, while the 2022 Innova HyCross introduced self-charging hybrid technology, delivering 186 PS of combined output and segment-leading fuel efficiency. The HyCross has sold 100,000 units in India since its launch.

Varinder Wadhwa, Vice-President – Sales, Service and Used Car Business, Toyota Kirloskar Motor, said, “The Toyota Innova has built a deep emotional bond with customers over the last two decades – trusted as a dependable companion for families, loved by all for its comfort and reliability and chosen time and again across generations. Whether for daily commutes or memorable road trips, the Innova has remained a part of countless personal journeys. Beyond its emotional connect, the Innova stands strong as a product benchmark – offering spacious interiors, robust build quality and smooth drivability, making it one of the most trusted and loved MPVs in India.”

Toyota attributed the Innova’s sustained popularity to its comfort, practicality, and adaptability, supported by customer-focused enhancements and the company’s after-sales ecosystem, T CARE, which offers services from quick delivery to value-added protection and transparent maintenance.

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Tata Motors, one of India’s leading SUV manufacturers, has unveiled the all-new Adventure X Persona variants for the Tata Harrier and Tata Safari SUVs.

The new variant now equips the Harrier and Safari Adventure Persona with many segment-first ADAS features such as Adaptive Cruise Control (AT), 360deg HD Surround View, Trail Hold EPB with Auto Hold, Trail Response Modes (Normal, Rough, Wet), a Land Rover-derived Command Shifter (AT), along with segment-leading features such as the Ergo Lux Driver Seat with Memory & Welcome function, a 26.03 cm Ultra-View Twin Screen System, Trail Sense Auto Headlamps, Aqua Sense Wipers and Multi Drive Modes (City, Sport, Eco). 

The persona edition starts at INR 1.89 million for the Harrier Adventure X and INR 1.99 million for the Safari Adventure X+ variants.

Vivek Srivatsa, Chief Commercial Officer, Tata Passenger Electric Mobility Ltd, said, "The Harrier and Safari have always stood for more than just mobility – they represent status, purpose, and a deep-rooted desire for an adventurous lifestyle. With the introduction of the Adventure X persona, we’ve modernised these icons for a new era – one that champions individuality, precision-crafted design, and intelligent capability – all while offering more value per car. Designed for those who seek authenticity, capability and expression in equal measure, the Adventure X is positioned at a compelling price point in the segment, offering class leading features. Furthermore, with this new persona, we have also reimagined the Harrier and Safari line completely, making the range more intuitive, streamlined and value-rich than ever before in the high SUV space.”

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Audi has introduced an enhanced warranty and roadside assistance programme in India, providing customers with extended protection and support. The luxury automaker now offers a 10-year extended warranty option, complementing its standard manufacturer’s warranty. This optional coverage safeguards against manufacturing defects for vehicles up to a decade old, with mileage protection extending to 200,000 kilometres. Customers can choose between one or two-year extensions with terms matching the original warranty. The programme is available for all Audi models and can be purchased either at the time of new vehicle delivery or before the existing warranty expires.

Alongside the warranty extension, Audi has expanded its roadside assistance programme to 15 years, delivering round-the-clock emergency support across India’s national and state highways, as well as other motorable roads. Services include towing, technical assistance for minor issues, fuel delivery, battery boosts, tyre repair and lockout support. Premium features such as hotel accommodations for prolonged repairs, vehicle safekeeping and dedicated customer updates further enhance the offering. Pricing for roadside assistance starts at INR 3,999, with options tailored to different vehicle ages and coverage durations.

Both new and existing Audi customers can benefit from these programmes, with current owners eligible to upgrade based on their vehicle’s age and warranty status. This initiative underscores Audi’s commitment to delivering superior ownership experiences in India’s luxury automotive market.

Balbir Singh Dhillon, Head of Audi India, said, “At Audi India, we believe that our relationship with customers extends far beyond the point of purchase. Our extended warranty and Audi Roadside Assistance Programme is an extension of our unwavering commitment to customer satisfaction and establish new industry standards for luxury automotive service in India. With a 10-year extended warranty and 15-year roadside assistance, we intend to offer our customers an unparalleled peace of mind, knowing that support is always available.”

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Japanese automaker Suzuki Motor Corporation has announced that its popular hatchback the ‘Wagon R’ series has achieved a new sales milestone.

First introduced in September 1993 in Japan, the Wagon R has now crossed cumulative global sales of 10 million units by June 2025. The milestone was achieved 31 years and 9 months after the first launch.

The Wagon R was originally developed as a semi-bonnet style mini wagon, designed with rider comfort and ease of use in mind. It has become one of Suzuki’s signature models, widely appreciated in Japan.

Over the years, production expanded beyond Japan to countries including India, Hungary and Indonesia, with the model evolving to suit local market needs. The technologies refined for global minicar standards have been applied across the Wagon R series.

To date, the Wagon R has been sold in over 75 countries and regions, including Japan, India and across Europe. The series has consistently improved in terms of fuel efficiency, environmental performance, and user convenience. For instance, CNG variants with enhanced fuel economy have been introduced in India, while the Wagon R Smile – featuring sliding doors – was launched in Japan.

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