The proliferation of electronics within vehicle design is making cars “sexy again,” but more importantly automotive electronics is making the overall digital experience sexier.
That was the word from two industry experts interviewed this week on a podcast moderated by TECHnalysis Research founder Bob O’Donnell.
Kicking off a lively exchange, ARM Embedded Segment Marketing Director Will Tu (willtu) said the widespread leveraging of silicon and sensor technologies coupled with wireless capabilities is transforming a century-old industry in profound ways.
“Everybody wants to get into the car business,” Tu said. “Cars are sexy again.”
Arwed Niestroj, the CEO of Mercedes-Benz R&D North America (Sunnyvale, Calif.), chuckled and responded “I think cars have always been sexy, Will. Maybe it’s even that they make the smart phones and the whole digital experience sexier.”
Niestroj went on to describe this evolution as one centered on--and inspired--by the customer.
“There is a big chance for automotive OEMs to really enhance and redefine the overall customer experience,” he said. “You can really offer much more to the customers. It (the in-car experience) becomes a much more fully immersed experience. You will sense that the whole vehicle will be digitalized and you will be immersed into the environment.”
The three men discussed the rapidly changing automotive-design environment in the 30-minute podcast, touching on areas such as
Click here to listen to the complete ARM-sponsored TECHnalysis podcast. Click here to download a related white paper written by O'Donnell.
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