TechnologyTell

NVIDIA and the automotive scene- Keeping up the pace

Sections: CES, CES 2014, Infotainment, Telematics

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NVIDIA's Danny Shapiro.  Dig that custom license plate frame!   (courtesy of Automobile Magazine)

NVIDIA’s Danny Shapiro. Dig that custom license plate frame! (courtesy of Automobile Magazine)

One of the companies behind the infotainment and telematics at CES is NVIDIA.  The famous graphics-processor company also develops entire systems (chip on a chip) to power the infotainment needs of Audi, VW, BMW and Tesla.  The entire chip-on-a-chip deal takes up the real estate of a playing card.  The Tesla interests us the most because who knew something the size of a playing card could power that IMAX screen center stage.

The director behind NVIDIA’s automotive unit is Danny Shapiro.  Back in June he took a mild swipe at Bosch, Caddy and CUE and said that the system was slow to react.  Recently I have had latency issues with my MyFordTouch in my C-MAX.  When I originally picked up the vehicle there was no problem.  My wife’s older iPhone 4 also takes forever to react- today’s apps slow the processor down to molasses pace.  The question being: Everyone talks about modularity.   Will today’s chipsets have the horsepower to run tomorrow’s apps?  NVIDIA hopes so.  We hope so too so our upgrades can run as smoothly as when they were being demonstrated by the salesperson in the dealership.

 

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