Analysis: US automakers muscle up on software, technology to continue horsepower wars

March 6 (Reuters) – U.S. automakers are relying on technology to keep up with the horsepower wars among their electric muscle cars, a tactical shift from the big, noisy engines of the past.

Muscle cars — dominated by models such as Ford Motor Co.’s ( FN ) Mustang, Stellenbosch-owned Dodge Charger and General Motors Co. ( GM ) Chevrolet Camaro — have played an important role in American culture, whether in movies or TV shows. Bullitt” and “Dukes of Hazzard”, as well as serving as a brand halo that drives other sales.

But that is changing with the emergence of cars powered by electric powertrains and loaded with computer chips, industry executives and analysts say.

Doug DeMuro, owner of the auto auction site, said that “it may be the beginning of the end of the V8-powered gas engine muscle car,” saying that distinguishing electric muscle cars from regular family cars comes down to “unusual equipment or.” Extras that other cars don’t have.

Muscle cars refer to American two-door performance-oriented vehicles, powered by nearly 400-horsepower V8 engines that send power to the rear wheels, helping them set zero-to-60 mph times of 5 seconds.

Beginning in the 1960s, American automakers, driven by innovation and brand loyalty to cash in on demand, used larger-capacity engines for one-time rivals and produced more power—a trend that continued into the mid-2000s.

However, demand began to slow as oil prices rose in the 1970s and gas prices were hit hard during the Gulf War, giving rise to smaller, more fuel-efficient Japanese rivals such as Honda Motor Co’s ( 7267.T ). Civic and Toyota Motor Corporation (7203.T) Corolla.

OTA updates and ‘depletion’ notes

Muscle car sales continued to decline as consumers shifted to cars and SUVs, and now the EV era’s focus on high efficiency and low emissions has raised the stakes for muscle cars as electric technologies offer higher acceleration times.

“Almost all EVs handle the same, they’re very stiff, and they’re heavy because the batteries are so heavy that they can’t escape,” said racing driver Ben Collins. TV show “Top Gear”.

With most car companies ditching their gas-powered cars for electric variants, automakers that used to differentiate their muscle cars with bigger engines now rely on software upgrades to define their muscle cars.

GM and Dodge have both set deadlines to stop selling their gas-powered muscle cars and replace them with electric variants wearing the same badge. The Dodge Charger and Challenger muscle cars won’t launch next year, while Chevrolet has plans for an electric Corvette.

This shift in software and technology to electric powertrains will prevent electric muscle cars from competition from other high-performance EVs made by Tesla Inc ( TSLA.O ), Lucid Group ( LCID.O ) and Rivian Automotive Inc ( RIVN.O ).

Brands such as Polestar and Mercedes-Benz ( MBGn.DE ) have announced optional power upgrades to their sedans that improve acceleration and overall horsepower through paid OTA (over-the-air) software updates.

Dodge has said it will transition its muscle cars to an electric platform, and is working to separate those models.

The brand’s chief, Tim Kuniskis, told Reuters in an interview that Dodge sells physical radio frequency keys to drivers who want to upgrade their cars, in order to separate them from companies that make everyday cars and distribute them over the air (OTA) to improve features and give their cars more power.

“Heated seats, you know, we’re not going to sell you air upgrades. We’re going to sell you direct contact upgrades for performance and suspension and things like that, and you have to physically change the car,” Kuniskis added.

Dodge launched the Charger Daytona EV concept last August to mimic the “exhaust” note and gear-shifting ability that appeals to gas-powered driving enthusiasts, unlike many EVs.

GM says it’s using software to make its performance vehicles interactive.

Ford, which sells an electric SUV wearing the same badge as the Mustang, says its Ford PowerUp over-the-air software updates create an “enhanced ownership experience” over time.

At the core of electric cars’ speed and performance, battery size and engine power levels play as much a role as aerodynamics and weight, industry officials say consumers shouldn’t fear the future of gas-powered engines.

“In many ways, electric vehicles are like the boogeyman for the elite,” says YouTube auto reviewer Nick Roman of Standard Car Reviews.

“Electric vehicles are simply the latest evolution in the auto industry. It’s a change. And even if the change is uncomfortable, it should challenge you.”

Reporting by Nathan Gomez and Akash Sriram in Bengaluru, Editing by Ben Kleiman and Sawadeb Chakrabarti

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