ThunderSoft’s role in revolutionizing digital cockpits for software-defined vehicles

Canalys released a report following the CES 2025, showcasing key automotive insights from the event, highlighting top trends in Software-Defined Vehicle (SDV) and automotive AI features. At the show, Canalys Principal Analyst Jason Low interviewed Larry Geng, Co-Founder and Executive President of ThunderSoft, to discuss the company’s global strategy and its plans to seize the significant opportunities arising around SDVs and AI.

ThunderSoft distinguished itself as a prominent exhibitor at CES 2025 by showcasing its E-Cockpit 9.0 which also integrates its AI-based vision and monitoring systems. With over 40% of its business derived from the automotive sector, ThunderSoft is a leading provider of automotive software solutions, specializing in digital cockpit operating systems, middleware and other essential software components for connected vehicles. Leading SoC vendors, such as Qualcomm, Intel, AMD and NVIDIA, are collaborating with ThunderSoft to provide advanced digital cockpit computing solutions for global automotive manufacturers, including GM, Geely, Toyota, Volkswagen and others.

Global strategies crucial to automotive success

When it comes to creating a cohesive automotive strategy for the SDV era, automakers must think about how they can deploy the strategies globally consistent with their brand identity, align with their business goals and appeal to consumer needs across different markets where the vehicles are being sold. This is most apparent in the development and deployment of digital cockpits – the place where most of the technologies will be transformed into features and user experiences for drivers and passengers. Applications and app ecosystems are foundational for digital cockpit features. Therefore, partnering with a global software integrator that understands local markets and possesses globalization capabilities can help carmakers adapt global models tailored to specific markets.

As the global automotive market faces consolidation driven by a challenging EV transition and uncertain economic outlook, a smaller number of larger, more integrated players will dominate the market. The rise of Chinese automakers and the increasing competition from brands such as Tesla, Li Auto and Xiaomi are putting pressure on traditional automakers to kickstart digital transformation starting from the cabin. The journey to driving digital transformation to reach SDVs eventually requires significant software development expertise and investment, which favors larger players with greater resources.

ThunderSoft's role can be particularly significant for emerging brands that may not have the large volumes necessary to establish strong leverage for meaningful collaborations with major industry players on a global level. With its scalable capabilities and robust industry relationships, ThunderSoft is positioned to offer these brands the right level of support as they seek impactful partnerships to build digital cockpits and vehicle OSs, particularly when their production levels are just starting to increase.

AI-infused digital cockpits are the next frontier

Recent developments in China suggest that competition in the digital cockpit space intensified rapidly, particularly in the trickling down of advanced digital cockpit features into lower-price tiered vehicles by domestic OEMs. The homogenization of digital cockpit features and designs has resulted in an increased urgency to integrate large language models (LLMs) and GenAI features in the hope of creating further differentiation and new features. While digital cockpit development is less aggressive outside of China, many carmakers are still prioritizing the development of AI-based features to create a proactive digital cockpit that can be personalized to serve customers better.

ThunderSoft has become pivotal in enabling carmakers to harness AI capabilities effectively from leading automotive chips, such as those from Qualcomm SA8295P and AMD V2000A chipsets. The company emphasizes openness by offering a flexible platform that supports various LLMs and open-source applications, allowing customers to effectively build multi-modal interactions and intelligent digital cockpit features.

Automakers are understandably cautious about giving up control over their software and data. They also face challenges in rapidly deploying AI features on a global scale due to differing regulations and requirements. To address these concerns, ThunderSoft must continue to prioritize data security and privacy by implementing robust data policies and security measures. This approach should be backed by success stories of its solutions being deployed in global models by prominent carmakers, especially to highlight how ThunderSoft helps facilitate strong integration into a well-localized ecosystem of providers and app services, with high levels of regulatory compliance.

Cockpit-driving fusion as an approach to SDV

Wards Intelligence forecasts that sales growth for SDVs will accelerate in 2027, reaching 36% year over year, with global sales expected to exceed five million units. The development of digital cockpit-intelligent driving fusion platforms, where one SoC powers both digital cockpit and intelligent driving systems, can be regarded as one of the paths leading to SDVs. Consequently, ThunderSoft is poised to lead the charge with ThunderX—a subsidiary of ThunderSoft that develops and manufactures domain controllers. With ThunderX’s cockpit-driving fusion domain controllers based on Qualcomm’s latest Snapdragon Ride Flex platform now available, ThunderSoft will compete with other suppliers to thoroughly prepare cockpit-driving solutions for deployment when OEMs decide to pursue, which Canalys predicts will gain significant traction in the market by 2030.

ThunderSoft, in collaboration with ecosystem partners, needs to tackle ongoing challenges by encouraging reticent OEMs to invest in the joint development of fusion platforms. This effort should focus on highlighting the potential future benefits and returns on investment, particularly in terms of cost savings. Some automakers are already witnessing positive outcomes from their exploration of cockpit-parking integration for entry and mid-tier vehicles. However, significant challenges lie ahead in identifying advanced feature sets for premium vehicles equipped with cutting-edge cockpit-driving fusion systems. Additionally, internal obstacles stemming from varying perspectives and collaboration difficulties between the digital cockpit and intelligent driving teams will continue to impede progress.

A reliable software partner unlocking new opportunities

In conclusion, the automotive industry stands at the brink of a transformative era driven by SDVs and AI. As global automakers face increasing competition from emerging brands and the pressure to digitalize, partnerships with innovative software providers like ThunderSoft become essential. Its focus on developing advanced digital cockpit solutions and AI-powered features positions it as a key enabler in the digital transformation journey of the automotive sector. By emphasizing data security, privacy and adaptability to diverse market needs, ThunderSoft supports established manufacturers and empowers new entrants to thrive in an evolving landscape. As we move toward a future where SDVs dominate the market, the collaborative efforts and technological advancements in this space will undoubtedly shape the driving experiences of tomorrow.