by Anton Shilov
08/07/2013 | 11:35 PM
Nvidia Corp. has been attempting to establish positions on the market of in-car electronics with its Tegra system-on-chips for several years now. A number of cars nowadays do use Nvidia’s application processors for infotainment and other systems, many cars are developed on workstations featuring Nvidia Quadro. But the firm wants to win more designs, which is why this week it opened up a new technology center in Ann Harbor, Michigan.
According to a report from The New York Time, General Motors, Ford and other companies in the area are hiring hundreds of software developers to create in-vehicle apps for the connected car. This is where consumer electronics and safety advancements are being made that will change the driving experience. Nvidia has been fueling this trend for years. A number of Nvidia employees live in the area and already work closely with car companies. Chrysler, Ford and GM use Nvidia products to design, style and build their cars and trucks.
All of this activity has helped make Ann Arbor a high-tech hub, and not just for the Detroit area. It is the home of the University of Michigan with its world-class engineering school. Names most people do not typically associate with Detroit – Toyota, Nissan, Hyundai and Mercedes-Benz – all have offices in the city.
Nvidia’s new facility will help its growing team of Michigan-based engineers and executives work with automakers and suppliers to develop next-generation infotainment, navigation and driver assistance programs – all of which make driving more enjoyable and safer.
“I am pleased to see more technology-focused companies look to the state of Michigan as a resourceful home and partner. Nvidia’s commitment to the state of Michigan is an encouraging sign for future growth and jobs in the technology and automotive industries,” Michael Finney, president and chief executive officer of the Michigan Economic Development Corp.
Nvidia already powers in-dash digital instrument clusters as well as navigation and information displays in more than 4 million vehicles from automakers such as Audi, Bentley, BMW, Lamborghini, Maserati, Rolls Royce, Tesla Motors and VW.