Home > Mobile Communication, Navigation & GPS > NVIDIA and Audi announcement

NVIDIA and Audi announcement

January 10, 2010

Oh Yeah, this was bound to happen, and yet the stakes have changed. I hinted about this some months back – both here on my thread “Concept: Branding on Top-Tier Devices?!” and also on HowardForums site titled the same.

Adidas, Audi, Brahma, BMW, Oldsmobile, Nike, Converse for the mid range XM type phones. Think Channel, Coco, and Beckham (Porsche Spice) for a high end classic smartphone with styling like the Nokia 8800 Sapphire Arte using not only branding but antibacterial surfaces & light Parfum’s that last the 1yr life expectancy of the device. For the business E-series … think of something a little more subtle brand-baging but more design esthetics for use with Audi, Lamborghini – maybe not due to legal suit, Calvin Klein, Hugo Boss, Kenneth Cole, or Formula 1. Oh wait a minute … Nokia already does this in very sleek and subtle way with the Vertu lineup of F1 Race track & Perreli inspired phones. Now do you see where I’m going with this?! I sure hope Nokia or other company’s using Symbian-Foundation OS do!!

Lady’s … what do you think of Victoria Secret sheek styled phones, elegant appealing with a drop of fashion accessory sex appeal, just enough to be taken seriously, present a powerful presence, and drop that subtle hint with a wink to onlookers.

Now I may have been a bit drunk thinking about that last paragraph in relation to ladies and sex appeal, but I’m hoping you all got to what I was thinking. This is beyond simple marketing, this is integration possibly where the market will continue to evolve in for the next 2yrs.

NVIDIA and Audi announced today that NVIDIA® GPUs power the navigation and entertainment systems in all 2010 Audi vehicles worldwide. This is HUGE news, and a automotive first!

Audi A8_2010

Audi A8_2010

To be honest I really thought that Nokia would push for partnership on this front utilizing a smaller chipset manufacturer (somebody really small and unknown, like traditionally done). If they really took the industry and their top-tier consumers seriously and ramped up their E-Series line more, maybe this would be in their favor. In a way I’m glad, as I no longer use a Nokia smartphone, and may never again until their direction, vision, and organization of development changes. Right now I’m VERY happy with my BlackBerry!

Considering BlackBerry’s are getting MUCH better with multimedia and have great ties with the auto industry for seamless calls made over bluetooth inside cars like Acura’s, Audi’s, Honda’s, BMW’s … this can be done in either RIM’s or Apple’s favor.

Audi’s MMI for Navigation (GPS), Stereo & Radio control is the BEST in the business, bar none! It has been for over 4yrs now. Think of Audi’s MMI improvements at the pace of how RIM updates firmwares on their BlackBerry devices and you get the idea!

MMI TouchPad

MMI TouchPad

One thing to consider is if this will use the Tegra2 platform or allow other devices to work seamlessly with on board MMI control?! Wait it WILL!

In addition, the next generation NVIDIA® Tegra™ ultra low-power HD mobile processors will drive the advanced entertainment and navigation systems in all 2012 Audi vehicles, as well as other Volkswagen AG brands, including Volkswagen, Bentley, Lamborghini, SEAT and SKODA, in varying levels of functionality. Next-generation NVIDIA Tegra processors are architected to deliver rich 3D visuals, unmatched multimedia and a complete web experience on a variety of devices. Tegra’s eight individual processors will help Audi consolidate two completely different electronics systems with separate boxes into one tiny chip. Tegra will also increase system performance and lower power consumption by 10x in Audi’s entertainment and navigation systems, for increased fuel efficiency.

The new Audi A8 will definitely get a piece of this as it was announced just late December, and its a beauty of pure luxury, comfort, and automotive engineering!

Some pics of the A8 to tantalize the wallets of you playa-playa’s out there rocking your Berry’s!

Audi A8_2010 - LED Headlamps Yellow

Audi A8_2010 - LED Headlamps Yellow

Audi A8_2010 - LED Headlamps White

Audi A8_2010 - LED Headlamps White

Audi A8_2010 - LED Headlamps Full On

Audi A8_2010 - LED Headlamps Powered

V8 FSI Engine

V8 FSI Engine

Audi V8 TDI Engine

V8 TDI Engine

How its all gonna be put together when you’re driving in the A8 or future Audi 2011 model cars this year?

Tip-Tronic like shifter

Auto Shifter

Be the new Transporter with luxury & proper engineering.

Interior LED Red

Interior LED Red

Interior LED Yellow

Interior LED Yellow

This marriage of Silicon Valley technology and German engineering introduces cutting-edge GPUs to the automotive industry, enabling advanced visual capabilities such as full 3D navigation with advanced driver assistance and safety systems, and a “dual zone” entertainment system that enables two videos to be shown simultaneously on different screens.

In addition, NVIDIA worked with Audi to develop a complete multimedia engine called Vibrante that serves as the media backbone of 3G MMI. The Vibrante multimedia engine allows Audi passengers to watch DVDs; listen to music from an iPod, CD, SD card or USB memory stick; and enjoy online video content.

As another automotive-industry first, the Vibrante engine supports “dual zone” entertainment with a single GPU, enabling passengers to simultaneously enjoy two different movies on two different screens on the backseat monitors.

“Visual computing has become key differentiator among luxury cars, whether it’s delivering the necessary information to the driver or offering state-of-the-art entertainment options to the passengers,” said Johan de Nysschen, president, Audi of America. “We partnered with NVIDIA because it is clearly the leader in this field.”

NVIDIA and Audi also worked with Google to enable Google Earth on future 3G MMI systems powered by NVIDIA GPUs, beginning in the flagship Audi A8 in 2011. Google Earth is based on a technology developed by Keyhole, a company NVIDIA invested in and Google later acquired. The result of this three-way partnership is an industry first — a stunning 3D navigation system with detailed terrain models, snappy performance, 3D landmarks and a highly intuitive visual interface.

This is what a partnership looks like! Two company’s working in harmony to bring forth a synergistic experience to the end user.

Yes I love Audi’s and I love’s my BlackBerry!

Enjoy your Sunday everyone.

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