Acoustics, ADAS, and autonomous cars, oh my!

Lynn Gayowski

Trying to make sense of where automotive technology is headed can be as tricky as finding your way through a poppy field while avoiding flying monkeys. Well strap on your shiny, red, video-watching shoes because Derek Kuhn can help. Derek, VP marketing and sales for QNX, was interviewed at Telematics Detroit and did an excellent job of summing up the latest on automotive acoustics, advanced driver assistance systems (ADAS), and autonomous cars.

QNX announced the new QNX OS for Automotive Safety at Telematics Detroit, so safety was clearly top of mind during the interview. One question posed was whether automakers have the potential to use safety options as revenue generators. There's a quote here I love: "Safety shouldn't be about premium." OEMs need to find cost-effective ways to bring next-generation safety to the mass market, not just luxury vehicles.

The section of the video I find most interesting is when Derek discusses how acoustics in a car play a big role in creating "the emotion and experience of driving." Noise reduction technology and engine sound enhancement both have a significant impact on a driver's affinity for a vehicle, and OEMs are taking note.

Check out the video for yourself here, my pretties: