We are already at the end of the 2-day conference. Quite a whirlwind experience, and it's neat to see that the last keynote was the first of the PNSQChronicles we did this year.
See the teaser PNSQChronicles video with Florian Rohde
Florian is talking about the idea of the software-defined car, a topic that we have come to see with both interest and annoyance, but that effectively came to be a thing with the advent of Tesla. So what is a software-defined vehicle? It's the idea that, instead of having a vehicle that is limited mechanically, the vehicle is effectively created one time, one version, and the owner/user can choose what capabilities the vehicle provides with how much they have paid and what features they have paid for. In other words, everyone gets a fully loaded car, but how much of the fully loaded car you actually access is up to you and your payment level.
There are a bunch of software components and microcontroller elements inside any Tesla, so what you choose to get and how your vehicle communicates with the broader world can be effectively controlled and optimized for a variety of users. One platform, all sorts of potential configurations and capabilities.
I remember talking about this with Florian in the interview we did and suggested that there was potentially a bit of an annoyance in having to buy/rent features of a vehicle I already own. Florian points out that, in his estimation, this is actually a beneficial arrangement. I remember buying back when I was a starving musician back in 1990 a Ford Escort Pony. This was the most bare-bones entry-level vehicle imaginable. I bought it with no AC, no power steering, no power brakes, manual transmission, crank windows; it didn't even come with a radio (I put that in myself shortly thereafter). I bought this vehicle because it was literally all I could afford at the time (we're talking a vehicle that cost ~$7000 brand new). It was a surprisingly durable vehicle. One of the neat things about an all-manual vehicle is that there's so little on it that could break. I put 168,000 miles on this vehicle in about 6 years, and then I gave it to my brother, who put another 100,000 miles on it. My point is, this was an insanely good value for a vehicle, but I was locked into the choices I could have afforded in 1990. I didn't really mind that, but there were indeed times when I wish it could have done/been more. So what if I could buy that same $7,000 car, but later on, as I got further along in my career, I had an easy way to enable things like power steering, power brakes, turn on the AC, etc. How would I have reacted? Probably favorably, as long as I felt it was a reasonable trade-off for the functionality offered.
In any event, I want to thqank FLorian for describing this approach that they put together. I'm not a Tesla owner, but as we discussed the details of this talk, I moved over into the "adopt as you need" category. How cool would it be to be able to buy a vehicle that I may only need 2 WD for, but later on I might decide, "Hey, I think I'd want to have 4WD on this vehicle." A very expensive and time-consuming process with any other vehicle, but how cool would it be to be able to just "turn it on?" This is a fast overview of the details of Florian's talk, and I have to say I found it interesting and refreshing to hear about an industry I have zero career involvement in. Am I entirely on board with the "pay-as-you-go" approach of an already loaded vehicle? Not sure, but it makes a lot more sense now :).





