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Why SDV Strategy Needs Application Layer Innovation

Why are software-defined vehicle strategies stalling? John Wall, President of QNX, explains why OEMs need to stop maintaining non-differentiating software and refocus on application-layer innovation to move faster and stand out. ------------------------------- What’s really holding back software-defined vehicles (SDVs) … and where should automakers shift their focus? Listen in as we sit down with John Wall (https://www.linkedin.com/in/john-wall...) , President of ‪@qnxsoftware‬ (https://qnx.software/en), to explore how a trusted, safety-certified foundation frees OEMs to innovate faster, collaborate more effectively, and deliver differentiated vehicles. Drawing on insights from the Under the Hood: SDV Developer Report (https://qnx.software/content/dam/qnx-...) , they unpack why automakers must shift away from maintaining complex, non-differentiating software and focus instead on application-layer innovation to better define brand identity and customer experience. You’ll also learn how QNX is expanding into robotics, healthcare, and industrial automation with its secure, high-performance operating system. Whether you’re fascinated by autonomous cars, collaborative robots, or the future of AI in physical systems, this episode is packed with insights on innovation, safety, and the power of partnerships. Episode 320 chapters: 00:00 Welcome to SAE Tomorrow Today + Introducing John Wall (QNX) 00:32 John Wall’s Journey: From Tech Support to President of QNX 00:59 QNX’s Big Vision: Beyond Cars to Mission-Critical Systems 03:06 Robotics & ‘QNX Everywhere’: Building a Developer Ecosystem 05:10 Security + Functional Safety: Why It Matters for Robots & Surgery 07:09 One OS, Many Industries: Reuse, Certifications, and Faster Time-to-Market 10:10 Alloy Kore with Vector: A Standardized Foundation for SDVs 12:03 Product vs. Project: How OEMs Are Rethinking Software Ownership 15:03 QNX Sound: The Backstory Behind Software-Defined Audio Plugins 18:59 Tuning the Immersive Experience: Partners, Tools, and Real-Time Audio Control 21:41 What QNX Sees Next: Global Trends, AI in Vehicles, and ‘Physical AI’ 25:45 No Limits: Scaling QNX for High-Performance Compute (Linux-Class Performance) 28:25 Final Takeaways + Closing Remarks Subscribe to SAE's YouTube channel    / @saeinternational   ------------------------------- We’d love to hear from you. Share your comments, questions and ideas for future topics and guests to podcast@sae.org. Don’t forget to take a moment to follow SAE Tomorrow Today—a podcast where we discuss emerging technology and trends in mobility with the leaders, innovators and strategists making it all happen—and give us a review on your preferred podcasting platform. Follow SAE International: Facebook:   / saeinternational   X: https://x.com/SAEIntl LinkedIn:   / sae-international   Instagram   / saeintl   Follow host Grayson Brulte: LinkedIn:   / graysonbrulte   X: https://x.com/gbrulte Instagram:   / gbrulte