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Jerry McGuire Car Makers Bring Back the 'Fin
The exciting result, for developers of chips, software, displays, and more (not to mention for drivers!) is that car companies have turned the focus of their innovation efforts on the overall driving experience. And now, vehicle features enabled by advanced electronics will very soon surpass mechanical characteristics to become the overwhelming way car brands are differentiated. When that happens, we will see a sort of automotive singularity – a watershed moment when the majority of a car's perceived and actual value resides in its electronics and software, not in its engine, drive train, and body design. Beyond branding, this exhilarating "intelligence explosion" in car technologies and applications comes from the desire for features like active safety and security systems, the need for cars to become an extension of our personal and family space, and an overall long-term pattern of accelerating technological progress. “...vehicle features enabled by advanced electronics will very soon surpass mechanical characteristics to become the overwhelming way car brands are differentiated”
Blackfin and SHARC processors, plus various analog, converter and control devices round out the rich portfolio of ADI parts found in Audi's new A5 Coupé. And with this new vehicle, Audi has unquestionably moved to take its driver experience to a new level through advanced electronic features. The company markets the A5 as one of the most impressive pioneering designs to date, inside and out, clearly representing Audi's stated commitment to "constantly enhance the total experience of Audi drivers and passengers through the application of high-performance technologies and attention to detail." It was a fairly overwhelming moment to have a customer like Audi tell me that ADI technologies gave them "competitive and distinguishing features that differentiate their new vehicle, enhance their brand positioning, and reflect their relentless pursuit of the perfect driving experience." This kind of declaration, from a leading automotive innovator, tells me that as we head to the coming automotive singularity, ADI and its ecosystem of software partners seem to be firing on all cylinders. See more information on ADI's Signal Processing for Automotive Applications. Press Release: Analog Devices Blackfin and SHARC Processors Define Luxury Entertainment Experience for Audi.
Jerry McGuire is a Vice President of Analog Devices' General Purpose DSP Group. His column appears here regularly. |
Automobiles are today's most innovative and complex consumer-electronics devices. Yes, I did say "consumer electronics." A few decades ago, competition forced car makers to essentially perfect the art of designing and manufacturing really good vehicles. Back then, the dominant drivers of automotive brand differentiation came from disciplines like materials, mechanics, manufacturing, and industrial design. Today, competition among automakers has not decreased in intensity, and none of those companies wants to operate in a strictly commodity business.