A vehicle may gather vehicle build configuration information, and provide a vehicle identifier and the vehicle information to a server. The server may determine a feature set configuration of a configurable module of the vehicle based on the vehicle information and vehicle feature associations retrieved from a vehicle data source, and provide, in a message topic of a topic tree associated with the vehicle identifier to which the vehicle is subscribed, a notification to configure the configurable module. The vehicle may update a feature set configuration of a configurable module supporting a plurality of features based on the notification.