The SDV Transition Is Slower Than You Think | with Andrew Hart & Alex Oyler of SBD Automotive
In this episode of The Garage, we hear from leading automotive industry analyst SBD Automotive, with guests Andrew Hart, CEO and Alex Oyler, Director, America joining host Dr. John Heinlein, Chief Marketing Officer from Sonatus. This wide-ranging conversation touches on the journey to software defined vehicles including motivations, challenges, benefits, and balancing in-sourcing and out-sourcing.
Links referenced in this episode:
- All Things Automotive S1 Ep9 with SBD Automotive: https://www.youtube.com/watch?v=N2XjHUhvGk0
- SBD Automotive: https://www.sbdautomotive.com
Chapters:
00:00 - Overview
00:24 - Meet the guests from SBD Automotive
01:47 - Fun facts about our guests
03:01 - About SBD Automotive
04:45 - Why are Software Defined Vehicles Important?
06:50 - The Parable of the Elephant
09:08 - The journey towards SDV
12:48 - The current status of the journey
14:30 - The balance of in-sourcing and out-sourcing
16:37 - Focusing on OEM differentiation
18:37 - Complementing OEM teams
19:48 - The unmet need served by SDV
22:22 - Data and telecom operators and vehicles
24:52 - Features as a service and revenue creation
26:37 - Serving different kinds of customers
28:45 - Conclusion
In this episode of The Garage, we hear from leading automotive industry analyst SBD Automotive, with guests Andrew Hart, CEO and Alex Oyler, Director, America joining host Dr. John Heinlein, Chief Marketing Officer from Sonatus. This wide-ranging conversation touches on the journey to software defined vehicles including motivations, challenges, benefits, and balancing in-sourcing and out-sourcing. Links referenced in this episode: - All Things Automotive S1 Ep9 with SBD Automotive: https://www.youtube.com/watch?v=N2XjHUhvGk0 - SBD Automotive: https://www.sbdautomotive.com
Chapters:
- 00:00 - Overview
- 00:24 - Meet the guests from SBD Automotive
- 01:47 - Fun facts about our guests
- 03:01 - About SBD Automotive
- 04:45 - Why are Software Defined Vehicles Important?
- 06:50 - The Parable of the Elephant
- 09:08 - The journey towards SDV
- 12:48 - The current status of the journey
- 14:30 - The balance of in-sourcing and out-sourcing
- 16:37 - Focusing on OEM differentiation
- 18:37 - Complementing OEM teams
- 19:48 - The unmet need served by SDV
- 22:22 - Data and telecom operators and vehicles
- 24:52 - Features as a service and revenue creation
- 26:37 - Serving different kinds of customers
- 28:45 - 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.
