Platform Login
Book a Demo
Logo-Seerene-White
Platform Login
Book a Demo

“Software Comes First”: How Elektrobit is Driving the Next Wave of Automotive Innovation

Brandon M. Lewis
Feb 3, 2025 9:00:00 AM


Insights from Maria Anhalt, CEO of Elektrobit, at the Sharing the Roadmap executive exchange.

Maria Anhalt CEO of Elektrobit Presenting at Sharing the Roadmap Event

The automotive industry is undergoing a seismic shift. By 2031, 35% of vehicles are expected to be built on standardized software platforms—a pace of change nearly eight times faster than experts predicted just four years ago. At the Sharing the Roadmap summit, Maria Anhalt, CEO of Elektrobit, shared her vision for this software-first future, offering practical insights into overcoming challenges, attracting top talent, and fostering groundbreaking innovation.


The Case for Software-First Vehicles

“Software is the new engine of value in the automotive industry,” Anhalt declared. She drew comparisons to the tech world, where hardware, software platforms, and applications evolve on distinct life cycles. By adopting similar principles, automakers can unlock exponential growth in software-driven business models.

While hardware innovation remains crucial, Anhalt emphasized the need for flexibility: “Your car should function like a modern smartphone—capable of running the latest software, even on older hardware.” This separation of hardware and software life cycles is critical for monetizing features and scaling innovation.


The Challenges Ahead

To realize the software-first vision, Anhalt identified three primary challenges:

  1. Technology Evolution: Automakers must transition from legacy ECU (Electronic Control Unit) architectures to high-performance computing (HPC) and zone-based architectures. This shift demands rethinking how software is designed, developed, and deployed.
  2. The Talent War: Hiring and retaining the right talent—architects, designers, and system engineers—is crucial. “It’s not about needing more developers,” Anhalt explained. “We need the right profiles and education to enable large-scale transformation.”
  3. Speed and Cost Pressure: As global competition intensifies, particularly from Asia, automakers face mounting pressure to innovate faster and reduce costs without compromising quality.

Lessons from the High-Tech Industry

While vehicles aren’t “smartphones on wheels,” Anhalt pointed out several lessons the automotive industry can draw from tech leaders:

  • Reuse and Modularity: Automakers must avoid the “spaghetti code” trap—rebuilding platforms from scratch for every new vehicle model. Instead, they should invest in modular, reusable software architectures that enable continuous development and scalability.
  • Automation and Integration: Fully automated toolchains can reduce software development effort by up to 90%, according to a recent McKinsey study. “Even achieving half that efficiency would be transformative,” Anhalt noted.
  • Flatter Organizations: High-tech companies thrive on decentralized decision-making, empowering architects and developers to innovate quickly. Automotive companies must adopt similar structures to remain competitive.

Maria Anhalt of Elektrobit Engaging the Audience at the Sharing the Roadmap Executive Summit


A Case Study in Co-Creation: Sony’s Afeela Car

Anhalt shared a striking example of the software-first approach in action: Elektrobit’s collaboration with Sony on the Afeela car, unveiled at CES 2023.

Sony, a newcomer to the automotive industry, approached vehicle design from a user experience perspective rather than a driver-first mindset. Elektrobit partnered with Sony to:

  • Develop the software platform, ensuring seamless integration with Sony’s vast ecosystem of content and devices.
  • Achieve a horizontal separation of hardware and software, enabling rapid updates and flexibility.
  • Build an end-to-end system, from hardware specifications to ADAS functionality and infotainment systems.

Remarkably, despite collaborating with multiple partners and evolving requirements, the project was delivered in just three years. Anhalt credited the success to an agile, co-creative approach: They've never had a 400-page contract. Every three months, they reviewed progress and decided how to proceed. It was a true partnership.


Winning the Talent War

Addressing the talent challenge, Anhalt called for a fundamental shift in how automotive companies attract and retain technical talent:

  • Empower Developers: Flatten hierarchies and give developers autonomy in decision-making. The most competent people in the organization should have the freedom to innovate, just as Anhalt stressed.
  • Create Dual Career Paths: Recognize the contributions of technical experts by offering compensation and career progression equivalent to managerial roles.
  • Reimagine the Workplace: Developers today value creativity, collaboration, and modern workflows. Automotive companies must evolve their culture to compete with the likes of Google and Apple, as Anhalt explained.

Partnerships: The Key to Speed and Scale

In today’s hyper-competitive environment, Anhalt underscored the importance of partnerships: No single company can own all the expertise needed for success. Collaboration accelerates speed, expands scope, and brings innovative solutions to market faster.

The Afeela project exemplifies this ethos. Sony leveraged Elektrobit’s automotive expertise while integrating its strengths in content, gaming, and user experience design. It’s not about building cars, as Anhalt indicated. For Sony, the vehicle is a platform to expand their ecosystem into new markets.

Maria Anhalt of Elektrobit and Oliver Viel of GDT Group-1


The Path Forward: Courage and Co-Creation

Anhalt concluded her presentation with a call to action: The future belongs to those willing to rethink everything—business models, organizational structures, and collaboration strategies. She highlighted four pillars for success:

  1. Speed and Flexibility: Embrace agile development and rapid iteration.
  2. User Experience Excellence: Design vehicles around how users will feel and interact with them.
  3. System-Level Thinking: Integrate hardware and software seamlessly while maintaining modularity.
  4. Courage to Innovate: Take risks, explore new business models, and engage in bold partnerships.

“The software-first future is here,” Anhalt concluded. “It’s up to us to embrace it and drive the transformation forward.”


Key Takeaways for CIOs and Top IT Managers:

  • Standardized software platforms will dominate by 2031, demanding a shift in strategy.
  • Success requires modular architectures, automation, and a culture that empowers technical talent.
  • Partnerships are essential for scaling innovation and breaking into adjacent markets.
  • Bold leadership and a willingness to rethink traditional models will define the winners in the software-first era.

With Elektrobit’s insights, the path to a software-driven future has never been clearer—or more achievable.

Maria Anhalt's Masterclass

The Software Excellence Network

The Software Excellence Network is a dynamic forum for CIOs, CTOs, and technology leaders, fostering collaboration and innovation in software development. It provides exclusive access to expert insights, case studies, and cutting-edge strategies to overcome challenges in scaling software productivity, managing complexity, and leveraging emerging technologies for competitive advantage.

A Note to Our Readers

This article provides a summary of the key ideas shared by Maria Anhalt during her presentation. While it highlights the main concepts and innovations she discussed, the full depth of her insights and examples is best appreciated by viewing the entire session. To explore these ideas further and hear directly from Maria Anhalt, we encourage you to watch the complete presentation. For any questions or additional information, feel free to contact us.

You May Also Like

These Stories on Events/Webinars