For automotive manufacturers, engineering today's vehicle platforms means more than developing physical components like suspensions and powertrains – modern platforms demand creating the software that defines how drivers interface with their vehicles. By enabling entertainment, convenience, safety, and more, technology is no longer an afterthought – it is core to the automotive experience.

This tectonic shift in the very essence of personal mobility has ushered in the software-defined vehicle (SDV) era. In much the same way that OEMs have made great efforts to build their brand equity by delivering consistent style, performance and reliability attributes across their lineups, they are now looking to extend a similar consistent brand look and feel to their driver-facing technology.

This ability to customize a brand-consistent experience is a significant driver for the adoption of software-defined architecture across the industry, and HERE Technologies is leveraging its over 40 years of experience to help its customers and partners navigate their way to the SDV future.

Reflecting the critical importance of SDV to the industry, HERE Technologies will take the stage in two separate sessions during the bi-annual IAA MOBILITY Conference in Munich to demonstrate how the company has taken the lead in shaping the SDV future.

On the opening day of IAA Summit 2025, Tuesday, September 9, HERE CEO Mike Nefkens and HERE SVP of Product Management Remco Timmer will be on the Main Stage at 15:00 CET to share HERE’s bold vision for the future of software-defined vehicles and how cross-industry collaboration is unlocking scalable, safe and intelligent mobility solutions.

Later that same day, Remco Timmer will return and join AWS on the AWS Theatre Stage at 17:30 CET to discuss how software-defined vehicles are rapidly transforming the automotive landscape and the ways that HERE and AWS are enabling automakers to accelerate SDV innovation.

Visitors to the IAA Summit will be able to experience several HERE demonstrations in hall A1, booth #A11 that illustrate how the latest advancements in location technology are driving the next generation of mobility. Some of these include:

HERE Navigation: Satisfying the demand by manufacturers to offer a fully branded driver experience, HERE Navigation delivers a complete and differentiated navigation and services experience for connected vehicles with a Software-as-a-Service (SaaS) solution that reduces development time and expense for OEMs.

SceneXtract: Built in collaboration with Amazon Web Services (AWS), SceneXtract offers an innovative solution for the most time-consuming tasks in ADAS and AD development. By leveraging the cloud-based HERE HD Live Map, SceneXtract utilizes AWS natural language processing (NLP) and generative AI services to locate and export HERE HD Live Map data into simulation-ready scenes for testing - reducing the time and effort typically required for simulation preparation.

HERE AI Assistant: The HERE AI Assistant is a cutting-edge solution leveraging multiple Generative AI Large Language Models (LLMs) to deliver natural language-powered, location-aware guidance. The AI-powered capabilities are tailored for the automotive industry as it builds software-defined, connected, electric and automated vehicle systems. 

HERE ADAS Cockpit Experience: HERE’s exclusive development toolkit enables OEMs and Tier 1 suppliers to create immersive graphical representations of advanced vehicle functions in action - including ADAS and AD. This real-time insight gives drivers peace of mind by clearly demonstrating why their vehicle is taking specific actions in response to map and sensor data.