What 40 Years in Automotive Teaches You About Change | with Art Hyde, Mr. Mustang
Art Hyde, Mr. Mustang, worked for Ford for 40 years across engineering, but especially with their iconic Mustang. Now he’s an associate professor of Automotive Engineering at the University of Michigan. This wide-ranging discussion starts in 1964 when Art first saw the Mustang, about his unique experiences as Chief Engineer of Mustang, and his thoughts on the shift to software-defined vehicles.
Chapters:
00:00 Overview
00:47 Meet Art Hyde
03:17 The path to Mustang Chief Engineer
04:46 Improving Mustang profitability
06:51 Catering individual tastes with customization
08:35 The Bullitt Mustang
10:59 Global Product Development System
12:59 Mechatronics: intersection of hardware and software
14:04 Software defined vehicles
14:45 SDVs are inevitable
16:04 Lessons from the pandemic supply chain crunch
17:36 Compressing design cycles
19:23 Evolving vehicle architecture
21:32 Central compute isn’t the only answer
24:31 Designing for multiple vehicle derivatives
26:14 University of Michigan Automotive Engineering
28:40 Conclusion
Chapters:
00:00 Overview
00:47 Meet Art Hyde
03:17 The path to Mustang Chief Engineer
04:46 Improving Mustang profitability
06:51 Catering individual tastes with customization
08:35 The Bullitt Mustang
10:59 Global Product Development System
12:59 Mechatronics: intersection of hardware and software
14:04 Software defined vehicles
14:45 SDVs are inevitable
16:04 Lessons from the pandemic supply chain crunch
17:36 Compressing design cycles
19:23 Evolving vehicle architecture
21:32 Central compute isn’t the only answer
24:31 Designing for multiple vehicle derivatives
26:14 University of Michigan Automotive Engineering
28:40 Conclusion
Creators and Guests
Host
John Heinlein, Ph.D.
An experienced technology and marketing leader, John brings his background from startups and established companies to Sonatus. He worked for 14 years at Arm, most recently leading Automotive Partnerships for North America where he engaged OEMs, Tier-1s, and others to deploy Arm-based solutions into automotive applications, including autonomous vehicles. His team was integral to launching the SOAFEE industry initiative for software-defined vehicles of which Sonatus is a member. Earlier he served as VP and Chief of Staff to the CEO and led a group responsible for competitive strategy. For three years, he was VP of Corporate Marketing where he led centralized outbound marketing, spanning marketing campaigns, press, events, web, digital marketing, ecosystem programs, and working closely with investor relations. Prior to Arm, John had an 11-year tenure at microprocessor startup Transmeta where he held several senior roles spanning business development, marketing, and customer success, among others. John earned his B.S. in Computer Engineering from Carnegie-Mellon University and an M.S. and Ph.D., both in Electrical Engineering, from Stanford University.
