OTA software updates are fast becoming an important part of the automotive experience. Tesla has been implementing OTA software updates for years, ranging from minor bug fixes to major improvements that improve vehicle performance and range. Can the Mustang Mach-E reflect the approach of Tesla?
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Above: Ford pits Mustang Mach-E against Tesla (Source: Ford / Tesla)
Clearly, no other automaker has used OTA software updates to the extent that Tesla has, but soon we will see this valued feature from other automakers come to the fore. One real-world example is the all-electric Ford Mustang Mach-E, which is definitely planning the OTA software updates during the upcoming implementation of the carmaker.
For this purpose, the Mach-E (indeed) was eventually released, although it is in a reasonable amount at this stage. Ford’s entry into the electric car market should demonstrate (or refute) how a Detroit carmaker can tangle with Tesla. Sure, Ford has been a spot in the automotive world for over a century now, but they now have to compete with Tesla on their own lawn.
The current shift in the car space is much greater than replacing an internal combustion engine and gasoline with an electric motor and a battery. We are seeing tremendous changes in the way we buy cars, where we complement them, and a higher premium is being placed on the technology and software that today’s new cars offer.
Of course, there is a growing need to demonstrate a user-friendly user interface and a better software experience. This will influence the purchasing decisions about buying cars in the coming years as the screens move to dominate the dashboards of the future.
Tesla has set the standard for vehicle software at this point. The Silicon Valley automaker is constantly offering new software updates that not only fix bugs but also add new features. You may not think it’s essential to play video games, watch Netflix and sing karaoke in your car, but it certainly gives Tesla personality.
Above: A look back at some unusual treats delivered in a typical Tesla software update (YouTube: Tesla)
Tesla’s OTA software updates have also led to a tangible increase in the overall performance of its cars. One of the best examples was sent out to the owners of the Performance Model S, who lowered the car by means of its suspension and adopting a cheetah attitude. The lower stance plus increased power enabled the Tesla to shave off 0.1 seconds from its 0-60 time.
In addition, Tesla has repeatedly introduced OTA software updates that have improved the range of their cars. No matter how you feel about snazzy entertainment features provided by Tesla’s software updates, it’s hard to argue against performance and range improvements.
I say this is to hammer the point that OTA software updates will be a very important tool for automakers in the future. It should not just be used for troubleshooting. Every time there is a software update, it’s like a Christmas morning for a Tesla owner. As such, it builds continued brand loyalty. Furthermore, it serves as free advertising – and spreads a novelty (and news) through Tesla’s community of passionate owners.
Meanwhile, no other carmaker has (yet) used OTA software updates like Tesla – but the new Mustang Mach-E may try to offer more interesting updates than you would expect from Detroit. Ford CEO Jim Farley answered my question via Twitter about Ford’s strategy with OTAs, which shows support for something more essential than just troubleshooting.
What exactly Ford considers ‘new features’ has yet to be seen, but it’s reassuring to know that the Detroit carmaker wants to make better use of the software experience in the Mach-E. After all, this electric Mustang sport utility vehicle represents Ford’s next car wave – and it all starts with the company’s mission-critical, brand new electric car. Props to the pony to gallop into the future.
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An earlier version of this article appeared on EVBite. EVBite is a specific news website for electric vehicles aimed at keeping consumers abreast of developments in the ever-growing EV landscape.