Modern cars embed software into their design, requiring mechanical, electrical, and software teams to work in tight coordination. Manufacturers now face two critical challenges: keeping customer-facing feature options aligned with what they can actually produce, and tracking which paid features have already been delivered to each car after the sale.
thing is actually embedding software in the design. So now you have to get the mechanical and the electrical and the software to all work together. So you have to make sure that the right version of the software is being matched with the right mechanical and electrical components. But then you also have to manage it over time. And you have to manage it after the sale. So if you think about it, modern vehicles now, modern automobiles, let's stay with that example, you can download features now. So you can actually get new capabilities in your car that you can pay for. So now there's after-sales purchases going on. And what we find a lot is there's 2 areas where there's problems. One is Managing what you're offering, right? So making sure that all of the options that are the technical options that are defined in engineering and the manufacturing options and the commercial options, that they're all aligned and that you actually are offering what you want to offer. So controlling that is one half of the problem. But the other half of the problem then is actually managing what you have delivered.
