Over-the-air (OTA) software updates are quickly becoming an important part of a car’s ownership experience. For years, Tesla has been implementing OTA software updates ranging from minor bug fixes to major improvements that increase vehicle performance and reach. Can the Mach-E Mustang replicate Tesla’s approach?
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Above: Ford pits Mustang Mach-E against Tesla (Source: Ford / Tesla)
Clearly, no other automaker has used OTA software updates as much as Tesla – but we will soon see this much-appreciated feature emerge from other automakers. A real-world example is the all-electric Ford Mustang Mach-E, which has OTA software updates definitely planned during the automaker’s launch.
To that end, Mach-E was (in fact) finally released, albeit in small quantities at this stage. Ford’s entry into the electric car market should demonstrate (or refute) how a Detroit automaker can get involved with Tesla. Of course, Ford remained a giant in the automotive world for more than a century, but now they must compete with Tesla in their own territory.
The current change in the automotive space is much greater than replacing an internal combustion engine and gasoline with an electric motor and battery. We are seeing major changes in the way we buy cars, where we “refuel” them, and a bigger prize placed on the technology and software offered in today’s new cars.
Of course, there is a growing need to demonstrate a user-friendly interface and a better software experience. This will affect car buying decisions for years to come, as 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 continually providing new software updates that fix not only bugs, but add interesting new features. You may not think that playing video games, watching Netflix and singing karaoke in the car is essential, but it certainly gives Tesla some personality.
Above: A look back at some of the unusual gifts delivered in a typical Tesla software update (YouTube: Tesla)
Tesla’s OTA software updates have also resulted in tangible increases in the overall performance of its cars. An excellent example was presented to the owners of the Performance Model S, which allowed the car to lower itself through its suspension and assume a “cheetah” posture. The lower stance plus the increased power allowed the Tesla to decrease 0.1 second from its 0-60 time.
In addition, Tesla has released OTA software updates several times that have improved the range of its cars. Regardless of how you feel about the modern entertainment features provided through Tesla’s software updates, it’s hard to argue against performance and reach improvements.
I say that all of this is to emphasize that OTA software updates will be a very important tool for car manufacturers in the future. They should not be used only for bug fixes. Every time there is a software update, it’s like Christmas morning for a Tesla owner. As such, it builds continuous brand loyalty. In addition, it acts as free advertising – spreading some news (and news) throughout the community of passionate Tesla owners.
In the meantime, no other automaker (yet) has used OTA software updates like Tesla – but the new Mustang Mach-E can try to provide more interesting updates of what you can expect from Detroit. Ford CEO Jim Farley answered my question about Ford’s strategy with OTAs via Twitter, showing support for something more substantial than just bug fixes.
What exactly Ford might consider “new features” is yet to be seen, but it is comforting to know that the Detroit automaker is looking to make better use of the software experience at Mach-E. After all, this Mustang electric SUV represents the next wave of Ford automobiles – and it all starts with the company’s new mission-critical electric car. Galloping pony stands for the future
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An earlier version of this article appeared on EVBite. EVBite is a specific news site for electric vehicles dedicated to keeping consumers up to date on any developments in the constantly expanding EV landscape.