I was rather amused when my brother, also in IT, called his Volvo mechanic and wanted to see a Changelog for the latest firmware installed in his car. They of course had no idea what he was talking about, even though they're the ones installing this software into his mode of transportation.
Curiously, it assumes RFC3927 -- the car assigns itself an IP within 169.254.0.0/16 and the diagnostic computer (a Windows PC running some native but mostly Java-based software) does the same once DHCP fails.
For the performance scene, an SCT hand held tuner (http://www.sctflash.com/) flashes over the current ECU firmware with the latest available firmware plus any tuned parameters that you select
Some updates even required - if you want to believe the statement I got from my local Audi shop - a dial-up connection to Audi itself.
Most updates _could_ be installed via CD/DVD/SD card as well though, as far as I'm aware. If you can acquire the files and are comfortable 'flashing' your car's systems.
I heard Tesla does it OTA but what about the others? Do they have to get each car into a dealer and connect to the OBD-II port?
Seems a bit tedious but I guess if something goes wrong it is better to have the car at a service location then have several hundred stranded drivers because a firmware update failed.