Tesla technology steals a march on big manufacturers

As cars increasingly resemble digital devices, a group of technology firms that can send wireless software updates to cars are in hot demand by carmakers scrambling to catch up to Tesla in the arena of over-the-air updates, or OTAs.

Interest in the technology, through which certain car functions can be upgraded much the same way as an iPhone can, comes as Tesla is set to deliver an OTA for hands-free cruise control this month, allowing its electric Model S sedans to drive themselves on motorways.

“Tesla has made great strides in raising the profile of OTA, making it appear somewhat sexy by showing how features could be added,” said Strategy Analytics consultant Roger Lanctot. “They’re almost poking the traditional carmakers in the eye by making it look so easy.”