Your car can change long after it leaves the showroom, but who controls those updates, and how far should automakers go? Steve Bell, Chief Analyst of Automotive Connectivity at Omdia Automotive is back on the show today to explore the promise and pitfalls of SDV (software-defined vehicles), from in-car ads to the race to reinvent how cars are built, updated, and paid for.

We talk about Tesla’s first-principles approach, China’s rapid rise and nearly 700 new models, and the tangled software and electronics inside today’s cars. Steve explains what it takes to move from traditional, hardware-led vehicles toward centralized computing, OTAs (over-the-air updates), and a shared framework for measuring a vehicle’s digital maturity.

We also dig into the challenges behind faster software cycles: how automakers can maintain safety and certification as vehicles are updated over many years, and how digital twins can support development, cybersecurity, and predictive maintenance. Then we get into the business side: in-car advertising, customer trust, and whether automakers can move beyond one-time sales toward new leasing and ownership models that make vehicles more affordable and create value throughout their lives.

And finally, I asked Steve which automakers are getting it right. His answer may surprise you!

The shift to software-defined vehicles is about more than better software, it could change who builds cars, how we own them, and what they’re worth over time. Steve’s perspective makes clear that the winners won’t just ship updates faster; they’ll earn drivers’ trust and keep delivering value long after the car leaves the showroom.

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