Differentiation in Cars Is Moving to Software | with Maitê Bezerra of Wards Intelligence
Today in The Garage, we talk with automotive industry analyst Maitê Bezerra from Wards Intelligence on the journey to software-defined vehicles. In this wide-ranging conversation we discuss the evolving process of deploying SDV technologies into vehicles and how OEMs, Tier-1 and Tier-2 suppliers all have a role in delivering value to the consumer as well as downstream businesses such as fleet management and more.
Links referenced in this episode :
Wards Intelligence Web site: https://wardsintelligence.informa.com
Maitê Bezerra LinkedIn profile: https://www.linkedin.com/in/maitê-alves-bezerra-27a5a929/
Chapters:
00:00 - Overview
00:33 - Meet Maitê Bezerra
01:08 - Fun facts about our guest
02:09 - Why are software-defined vehicles important?
04:04 - Reducing vehicle weight and assembly complexity
05:16 - Key trends in the market
07:53 - The trends in make-vs-buy
10:07 - Recap of AutoTech Panel on differentiation
12:06 - The layer cake of software infrastructure
13:49 - The OEM journey of differentiation
15:52 - Misconceptions about SDV
18:05 - Rethinking the cost/benefit of SDV
20:09 - Responsive features through flexible infrastructure
22:20 - Paid features are all not created equal
24:24 - Electrification as an opportunity
26:29 - Conclusion
Today in The Garage, we talk with automotive industry analyst Maitê Bezerra from Wards Intelligence on the journey to software-defined vehicles. In this wide-ranging conversation we discuss the evolving process of deploying SDV technologies into vehicles and how OEMs, Tier-1 and Tier-2 suppliers all have a role in delivering value to the consumer as well as downstream businesses such as fleet management and more.
Links referenced in this episode :
- Wards Intelligence Web site: https://wardsintelligence.informa.com
- Maitê Bezerra LinkedIn profile: https://www.linkedin.com/in/maitê-alves-bezerra-27a5a929/
Chapters:
- 00:00 - Overview
- 00:33 - Meet Maitê Bezerra
- 01:08 - Fun facts about our guest
- 02:09 - Why are software-defined vehicles important?
- 04:04 - Reducing vehicle weight and assembly complexity
- 05:16 - Key trends in the market
- 07:53 - The trends in make-vs-buy
- 10:07 - Recap of AutoTech Panel on differentiation
- 12:06 - The layer cake of software infrastructure
- 13:49 - The OEM journey of differentiation
- 15:52 - Misconceptions about SDV
- 18:05 - Rethinking the cost/benefit of SDV
- 20:09 - Responsive features through flexible infrastructure
- 22:20 - Paid features are all not created equal
- 24:24 - Electrification as an opportunity
- 26:29 - 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.
