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can a non turbo car's ECU be reflashed?

I know with bikes, you can put a tuneboy or power commander on it to do ECU retuning, but is there something you can do it yourself with your own family car to get it to perform a little better? Assume it is out of warranty and has an ECU with fuel injection.

Edit: i am specifically talking about tuning or reflashing the ECU, can be on any car
 
I know that '08+ Subaru Imprezas can be tuned via ECU flashing. (Yes, even the automatic trans, non-turbo) The port is right under the steering wheel, I believe.

My '09 impreza was just reflashed due to a recall regarding re-starting the engine while it's cold.

I'm not sure about other manufacturers than Subaru.
 
I know with bikes, you can put a tuneboy or power commander on it to do ECU retuning, but is there something you can do it yourself with your own family car to get it to perform a little better? Assume it is out of warranty and has an ECU with fuel injection.

Edit: i am specifically talking about tuning or reflashing the ECU, can be on any car

Depends on the car. What's your car?
Companies that reflash an ECU or have an external device to work with a car's ECU have to spend R & D to figure out how to remap the original tune for more performance or economy. That takes a lot of time and requires access to a car to do that. And time and buying every single car out there equals a lot of money. So, most companies will spend their time creating products for popular cars or cars that are have a demand for ECU reflash/remap.