The brand-new Ethernet-based E/E architecture that debuted in the BE 6 and XEV 9e will help Mahindra future-proof its offerings with seamless integration of features such as ADAS, real-time drowsiness detection and OTA updates.
31 Dec 2024 | 3294 Views | By Ketan Thakkar & Hormazd Sorabjee
In a significant stride towards next-generation automotive technology, Mahindra & Mahindra (M&M) is redefining its vehicle architecture with a brand-new electrical and electronic (E/E) architecture that debuted in the BE 6 and XEV 9e.
Dubbed ‘MAIA’, an acronym for Mahindra AI Architecture, it is the first Ethernet-based E/E architecture ...
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In a significant stride towards next-generation automotive technology, Mahindra & Mahindra (M&M) is redefining its vehicle architecture with a brand-new electrical and electronic (E/E) architecture that debuted in the BE 6 and XEV 9e.
Dubbed ‘MAIA’, an acronym for Mahindra AI Architecture, it is the first Ethernet-based E/E architecture from an Indian OEM and the backbone for the automaker’s future generation of software-defined vehicles (SDV).
Using such an architecture allows Mahindra to unlock a plethora of tech features, which can only operate with ultra-high-speed data transfer rates made possible only with Ethernet. (See box).
This bold move sets the stage for the Indian SUV giant to future-proof its offerings with unparalleled connectivity, real-time data processing and software integration capabilities.
MAIA, a complete overhaul of the E/E architecture, is not just a facelift—it’s a ground-up redesign. Unlike traditional methods of incrementally updating vehicle platforms, M&M’s decision to integrate MAIA into new models demonstrates its commitment to innovation.
Velusamy R, president of Automotive Technology and chief of Global Product Development at M&M, highlighted MAIA’s Ethernet backbone as the foundation for its unprecedented data-handling capabilities. “We are moving from conventional Controller Area Network (CAN) systems to Ethernet, offering up to 1 Gbps data-transfer speeds,” he explained. This upgrade allows for seamless integration of features such as advanced driver-assistance systems (ADAS), real-time drowsiness detection and over-the-air (OTA) updates.
The Software-Defined Revolution
MAIA’s SDV framework is a leap into the future of automotive technology. MAIA introduces a significant shift from traditional vehicle architecture to a software-defined framework.
Traditionally, vehicles relied on numerous individual electronic control units (ECUs), each handling specific functions. MAIA consolidates these ECUs into three high-performance computing units (HPCs), streamlining operations and enabling modular software updates.
The system integrates 37 software applications across 25 ECUs, leveraging technologies like adaptive AUTOSAR (Automotive Open System Architecture). This allows for independent module updates without disrupting the vehicle’s overall software. For instance, upgrading the infotainment system can now be as simple as updating a smartphone app.
According to Velusamy, MAIA’s system has 30+ apps designed to evolve with OTA updates. “This architecture adds value to the vehicle as it ages, allowing us to keep enhancing the user experience without replacing hardware,” he said.
M&M has employed the adaptive AUTOSAR architecture for the first time in India, enabling seamless software updates. Instead of replacing entire software systems, MAIA’s framework allows for patch-level updates, providing flexibility and cost efficiency.
A Robust Software Ecosystem
The backbone of MAIA’s development lies in its software expertise. M&M has invested heavily in building a 250-member-strong software engineering team in Coimbatore, with expertise spanning operating systems, middleware and application development.
The team works on creating dynamic user interfaces, optimising vehicle performance and enabling innovative features like Funbox, which offers users access to hundreds of entertainment options on demand.
Using advanced processors, like the 5-nanometer Snapdragon system-on-chip, underscores MAIA’s capability to handle complex operations quickly and efficiently.
These processors house billions of transistors in a compact space, delivering unmatched computational power for tasks ranging from GPU-driven graphics to real-time ADAS functionalities.
Velusamy acknowledged the challenges of transitioning from hardware-centric to software-defined systems. “Software is the future of the auto industry, but it’s the most difficult part,” he said, citing the need for robust training and collaboration with global technology leaders like Vector Informatik, a pioneer in AUTOSAR.
MAIA’s introduction marks M&M’s first venture into SDVs. The company plans to expand its application across future electric and internal combustion engine (ICE) platforms. While it may initially be better suited for premium models, the architecture’s scalability ensures compatibility with a wide range of vehicles over time.
A New Era for Indian Automobiles
MAIA’s capabilities go beyond vehicle functionality. OTA updates can enhance infotainment features, customise driving modes and even deliver personalised greetings. With MAIA, M&M is not just building cars—it’s creating a platform that evolves with the user’s needs.
As M&M deepens its investment in software development, it’s clear that the automotive industry is on the cusp of a software revolution. “The next big thing is software,” Velusamyemphasised. “Our future investments will be driven by people—software engineers who will shape the automotive experience of tomorrow.”
With MAIA, M&M is setting the benchmark for Indian automotive innovation, driving towards a future where vehicles are as defined by their software as their hardware.
AI-Powered Intelligence and Safety
MAIA incorporates advanced neural engines capable of real-time facial and eye-movement recognition to ensure driver and passenger safety. This AI-driven suite detects drowsiness, tracks focus and makes decisions to enhance the journey.
Velusamy highlighted the platform’s AI prowess: “MAIA processes over 51 trillion operations per second, making it one of the fastest automotive minds globally. Its capabilities are comparable not to cars, but to the computational power of next-gen smartphones—except MAIA supports multiple displays and functionalities.”
The system’s AI is further augmented by integration with Qualcomm’s Snapdragon processors, which feature 5-nanometer technology and power its graphical and computational performance.
Supercomputer on wheels supports Next-level In-Car Entertainment
MAIA elevates in-car entertainment to the next level with Mahindra’s Sonic Studio, an audio system developed in collaboration with AR Rahman and global audio pioneers Dolby Atmos and Harman Kardon.
The system boasts 16 high-performance speakers, a 1,400-watt amplifier and Dolby Atmos technology, delivering an immersive 360-degree auditory experience tailored to every seat in the vehicle.
Speaking about the collaboration, Javier Foncillas, VP of Commercial Partnerships at Dolby Atmos, said, “This is the first car in India equipped with Dolby Atmos, allowing drivers and passengers to experience studio-quality sound. It’s a game-changer for the industry.”
The Sonic Studio system features advanced tools like Quantum Logic Immersion, which spatially distributes stereo sound for an immersive effect—VenueScapes Live recreates iconic venues like the Royal Opera House or Wembley Stadium within the vehicle.
Global Collaborations for Excellence
M&M’s commitment to excellence is reflected in its partnerships with global leaders. Engineers from Japan, Germany and the US contributed to MAIA’s development, while Richard King, a Grammy-winning sound engineer, assessed and fine-tuned the audio system.
With features like 5G connectivity, real-time radar processing and the ability to detect complex road hazards—including cows, a nod to its Indian context—MAIA is built to deliver a safer, smarter and more thrilling drive.
“MAIA isn’t just a platform; it’s a living, evolving system designed to make the unimaginable possible,” Velusamy said. “It’s magic on wheels.”
M&M has a vision to democratise technology by consistently raising the bar on features and technology in its vehicles, which are invariably offered in vehicles priced several notches higher.
With MAIA, Mahindra aims to redefine user experience, setting a new standard for India and challenging the best in the global automotive industry.
Pointers
1. Intelligent AI Architecture (MAIA)
Capabilities:
Modular Software Design:
Hardware Innovation:
Cybersecurity & Connectivity:
2. Immersive Audio System (“Sonic Studio”)
Key Features:
Performance:
3. Benchmarks in Performance
4. Collaboration with Global Experts