  A/B experimentation is a known technique for data-driven product development
and has demonstrated its value in web-facing businesses. With the
digitalisation of the automotive industry, the focus in the industry is
shifting towards software. For automotive embedded software to continuously
improve, A/B experimentation is considered an important technique. However, the
adoption of such a technique is not without challenge. In this paper, we
present an architecture to enable A/B testing in automotive embedded software.
The design addresses challenges that are unique to the automotive industry in a
systematic fashion. Going from hypothesis to practice, our architecture was
also applied in practice for running online experiments on a considerable
scale. Furthermore, a case study approach was used to compare our proposal with
state-of-practice in the automotive industry. We found our architecture design
to be relevant and applicable in the efforts of adopting continuous A/B
experiments in automotive embedded software.
