Driving the Future: Software Defined Vehicle (SDV) Insights from NTT DATA
SDVs are redefining the automotive industry, and they remain a strategic priority for NTT DATA (*1). This article highlights our unique strengths-combining cutting-edge technologies like GenAI with deep consulting and engineering expertise. It further highlights NTT DATA's value-creating activities through global collaboration, joint initiatives with clients, and participation in industry events like Automotive World, where we share foresight and industry-leading innovation.
NTT DATA SDV Foresight
Since SDVs are powered by software, vehicle-generated mobility data holds immense potential to create new value and provide consistent updates to enhance vehicle performance. Connectivity-driven assistance is essential to ensure safer and secure mobility experiences. Therefore, SDV can transform 'vehicle architecture,' 'user experiences,' and 'society' through data utilization, resulting in enhanced value and the dawn of a new mobility era.
NTT DATA Software-Defined Vehicle (SDV) Foresight (1:37)
NTT DATA SDV Unique Pointer
Here are some strengths that highlight our SDV expertise:
Technological Strength
NTT DATA's core technological strengths lie in AI and cloud, while our key differentiators are the combination of consulting expertise and engineering capabilities.
Gustavo Filip, Vice President of Global Automotive, NTT DATA shared his perspectives on 'SDV Turbocharged by GenAI' at Automotive World 2025. Based on underlying global automotive trends, he emphasized that the decoupling of hardware and software enables new vehicle architecture, extending car functionality, and customer experience. Seamless connectivity allows upgradable products (OTA), which keeps the vehicle attractive and minimizes downtime. He also highlighted that data and AI-driven transformation could make AI the key driver of change in the coming years.
Gustavo Filip expressing about adoption of GenAI for German automotive supplier
For instance, NTT DATA's 'Systems Engineering Copilot' for a German automotive supplier implemented GenAI for requirement analysis and classification. By reducing manual work and enabling multi-dimensional categorization, the AI adoption significantly improved efficiency and productivity.
Creating New Experiences / Solving Social Issues
By combining mobility data with diverse industry data such as financial and healthcare, we create new value and solve social challenges. Electronic components and ECU integration enable richer mobility data collection, and when combined with cross-industry data such as human flow, geography, or medical data unlocks new possibilities in analysis and value creation. NTT DATA aims to transform user experiences and solve larger social issues through the integration of SDV and mobility.
Three SME expressing how CX showcases the priority on new value creation
Our focus on Customer Experience (CX) showcases the priority on new value creation. NTT DATA's SMEs, Ayaka Yamada (NTT DATA Tangity, Japan), Megan Wang (NTT DATA, China), and Ash Howell (Launch by NTT DATA, US) discussed the EV boom and their views on the evolving automotive industry at Automotive World. By 2030, EVs will dominate sales, and autonomous vehicles will drive a $50 billion inCAR entertainment market. In response to these changes, NTT DATA developed tools to help OEMs redefine mobility. For instance, we collaborated with a global automaker in North America to create a VR cockpit prototyping, enabling rapid, user-focused concept development, and cross-functional collaboration. The co-creation also emphasized the adoption of GenAI in CX design. Imagine stepping into a car that recognizes you instantly, it predicts your needs and delivers a completely unique and personalized experience. However, the development and adoption speeds differ globally.
Ash Howell giving opinion on adoption of GenAI in CX design from US perspective
In China, businesses are moving towards hyper-personalization, fueled by more agile and broad data collection including social media (SNS), comprehensive analytics, and deeper customer insights that offer real, actionable insights. On the other hand, Japan and Europe are impeded by laws and regulation to reach that level of depth. Ash noted that more than 60% of drivers worry about the safety of their data with cyberattacks. To address the concerns around cybersecurity, NTT DATA is developing a federated digital identification platform, which integrates cars, smartphones, and personal data. Prioritizing privacy through transparent consent tools empowers drivers to control data sharing while helping OEMs gain valuable insights to deliver personalized, trusted experiences.
Software Development Resources and Platform
With extensive development experience and capabilities in both in-vehicle technologies and cloud, NTT DATA contributes to the overall optimization of SDV. One such example is the collaboration between DENSO Corporation and NTT DATA (*2). The strategic partnership further deepens our collaboration in strategy, talent management, and technology. NTT DATA is aiming to create a globally deployable software-oriented mobility service platform to support a mobility-centered society. By leveraging DENSO's strengths in in-vehicle (inCAR) technologies, such as embedded software, and NTT DATA's expertise in cloud and other out-of-vehicle (outCAR) technologies, the partnership will accelerate and enhance the efficiency of large-scale, sophisticated automotive software development.
SDV will continue to be a growth priority for NTT DATA in 2025 and we plan to participate in local and global mega events to promote our SDV Foresight. Stay tuned for further updates.
Sunil Gautam
Global Industry, NTT DATA Group