Project Overview

The Next-Generation Smart SUV, developed by Shanghai Great Wall Motors Technology Co., Ltd., represents a breakthrough in software-defined vehicle (SDV) technology, setting a new benchmark for intelligent mobility, adaptability, and cost efficiency. Powered by Service-Oriented Architecture (SOA), this project redefines the driving experience, allowing users to customize, upgrade, and optimize their vehicle’s functionalities in real-time—a transformation akin to how smartphones receive continuous software enhancements.

Unlike traditional vehicles reliant on static ECUs and fixed communication systems, this SUV employs a centralized computing brain and in-vehicle Ethernet, enabling faster data processing, dynamic service deployment, and seamless over-the-air (OTA) updates. This cutting-edge innovation allows drivers to subscribe to new features on demand, eliminating the need for costly hardware modifications and ensuring that the vehicle evolves over its lifecycle.

Beyond its technological advancements, the project significantly reduces manufacturing costs, integrating three-zone controllers to replace multiple single-function ECUs. This results in a 20% cost reduction, 30% faster development time, and improved energy efficiency. Leveraging Model-Based System Engineering (MBSE) and Agile methodologies, the project accelerates time-to-market while ensuring high reliability and system optimization.

Under the leadership of Jianfu Du, this initiative positions Great Wall Motors at the forefront of the global automotive industry, pioneering the next generation of intelligent, adaptable, and software-driven vehicles. The SOA-based SUV is not just a car—it is a dynamic, future-ready mobility platform that reshapes how we drive, interact, and innovate.

Project Commissioner

Shanghai Great Wall Motors Technology Co., Ltd.

Project Creator

Shanghai Great Wall Motors Technology Co., Ltd.

Project Brief

Imagine a vehicle that evolves with you—one that adapts to your lifestyle, updates itself over time, and offers dynamic features at your fingertips. The Next-Generation Smart SUV, developed by Shanghai Great Wall Motors Technology Co., Ltd., is more than just a car—it’s a software-defined driving experience that brings unparalleled intelligence, customization, and efficiency to the automotive world.

At the heart of this innovation is Service-Oriented Architecture (SOA), a cutting-edge approach that transforms traditional static vehicle functions into flexible, upgradable services. Unlike conventional vehicles locked into pre-set capabilities, this SUV enables on-demand feature upgrades, real-time software optimizations, and a personalized driving experience—all delivered seamlessly through over-the-air (OTA) updates. Whether it’s enhancing driver assistance, optimizing off-road capabilities, or upgrading entertainment systems, users have the power to customize their vehicle like never before.

Beyond redefining user experience, this project delivers groundbreaking advancements in cost reduction and efficiency. By replacing outdated Electronic Control Units (ECUs) with a centralized computing brain and three-zone controllers, the SUV reduces hardware costs by 20% and accelerates development cycles by 30%, all while enhancing communication speed and system reliability.

Led by visionary Chief Engineer Jianfu Du, this project cements Great Wall Motors' leadership in intelligent automotive technology, pioneering a future where vehicles are not just manufactured but continuously upgraded and personalized to fit every driver's needs. This is not just innovation—it’s a revolution in motion.

Project Innovation/Need

The Next-Generation Smart SUV introduces a Service-Oriented Architecture (SOA)-based platform, transforming traditional vehicles into software-defined, intelligent mobility solutions. This innovation enables dynamic feature upgrades, cost reduction, and enhanced system efficiency, redefining the automotive landscape.

Unlike conventional vehicles that rely on static ECUs and fixed functionalities, this SUV utilizes a centralized computing brain and in-vehicle Ethernet, significantly improving data processing, communication speed, and adaptability. Through over-the-air (OTA) updates, users can subscribe to and activate new features on demand, eliminating the need for costly hardware modifications and dealership visits.

The project also introduces a three-zone controller system, reducing ECU redundancy and wiring complexity, leading to a 20% reduction in manufacturing costs and improved energy efficiency. Additionally, by leveraging Model-Based System Engineering (MBSE) and Model-Based Software Development (MBSD), the SUV achieves a 30% reduction in development time, accelerating time-to-market while ensuring higher system reliability.

By integrating scalable, software-driven innovation, this project sets a new benchmark for intelligent, cost-efficient, and adaptable automotive design, reinforcing Jianfu Du leadership in the future of software-defined vehicles.

Design Challenge

The development of the Next-Generation Smart SUV posed several critical challenges, particularly in architecture transformation, system integration, cost reduction, and user-centric adaptability. Transitioning from a traditional ECU-based vehicle to a Service-Oriented Architecture (SOA)-driven model required a fundamental redesign of electronic and software frameworks, demanding innovation in both hardware reduction and software scalability.

One of the key challenges was optimizing vehicle electronic architecture while maintaining system reliability and performance. Traditional vehicles rely on multiple ECUs, leading to high production costs, complex wiring, and inefficiencies in communication. To address this, the project introduced a centralized computing system with three-zone controllers, significantly reducing ECU dependency, minimizing wiring harness complexity, and cutting manufacturing costs by 20%.

Another challenge was ensuring seamless feature updates and dynamic software adaptability. Conventional automotive software follows static update cycles, requiring long development periods and physical modifications. By integrating SOA with over-the-air (OTA) capabilities, the SUV allows real-time, user-driven feature upgrades, eliminating the need for hardware interventions and reducing time-to-market by 30%.

Additionally, implementing Model-Based System Engineering (MBSE) and Model-Based Software Development (MBSD) streamlined collaboration between hardware and software teams, enhancing early-stage testing, reducing design flaws, and improving system integration.

By addressing these challenges through agile development, modular software design, and advanced electronic architecture, the project successfully delivers a cost-effective, intelligent, and future-ready vehicle, redefining software-defined mobility and consumer-driven automotive evolution.

Future Impact

The Next-Generation Smart SUV, powered by Service-Oriented Architecture (SOA), is not just an advancement in vehicle design—it represents a transformational shift toward a smarter, more sustainable, and user-driven automotive future. By enabling on-demand software updates, adaptive functionality, and cost-efficient manufacturing, this project accelerates the transition toward fully software-defined vehicles (SDVs), paving the way for a more intelligent, connected, and efficient mobility ecosystem.

One of the most significant long-term impacts is the shift from static vehicle capabilities to dynamic, upgradable experiences. Through over-the-air (OTA) software updates, vehicles will continuously evolve to meet emerging consumer needs, regulatory changes, and technological advancements—prolonging their lifecycle, reducing electronic waste, and enhancing sustainability. This innovation eliminates the need for frequent model replacements, significantly reducing manufacturing and environmental costs.

Furthermore, by adopting a centralized electronic architecture and a three-zone controller system, the SUV sets a new industry benchmark for cost reduction and energy efficiency. The 20% decrease in hardware costs and 30% reduction in development time position this model as a blueprint for future vehicle production, ensuring that next-generation vehicles are smarter, faster to market, and more affordable.

This project also lays the foundation for next-level connectivity, where vehicles become seamless extensions of digital lifestyles, integrating with smart cities, autonomous systems, and personalized user ecosystems. By pioneering software-defined mobility, this innovation accelerates the automotive industry’s evolution toward a more intelligent, sustainable, and adaptive future.