Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr. Carmakers intensify rivalry in SDVs Hyundai, BMW, Toyota, Zeekr tout AI-powered SDV platforms as connected-car competition shifts beyond hardware Global automakers are shifting the competitive battleground in Korea from traditional hardware to software-defined vehicles (SDVs), as cutting-edge operating systems and in-vehicle artificial intelligence (AI) functions emerge as key differentiators in an era of connected cars. The trend is visible, as a wave of new models launched this year are positioning advanced software capabilities as their definitive selling points. They include Hyundai Motor’s Grandeur, BMW Korea’s iX3, Toyota Motor Korea’s RAV4 and Zeekr’s 7X. Toyota is the latest carmaker to join the SDV competition. Last week, the Japanese carmaker launched its six-generation RAV4 flagship SUV built on its foundational SDV platform, Arene. Of particular note is that Toyota collaborated with LG Uplus to integrate tailored connected-car services to adapt the vehicle for the tech-savvy Korean market. The telecom operator also identifies the automotive infotainment as its next key growth driver. European and Chinese competitors are also raising the stakes with high-performance computing hardware. BMW Korea’s recently launched all-electric iX3 SUV boasts a next-generation “superbrain” capable of processing data up to 20 times faster than preceding systems, drastically elevating automated driving assists and cabin infotainment. Meanwhile, Chinese premium electric vehicle brand Zeekr is entering the fray with its 7X SUV, promoting Qualcomm’s Snapdragon 8295 intelligent cockpit platform to court digital-native Korean consumers. The software shift is also redefining future vehicle pipelines. KG Mobility is preparing a mid-to-large plug-in hybrid SUV developed jointly with China's Chery Automobile, embedding comprehensive SDV