The automotive industry faces challenges in managing software and hardware complexity, especially in the context of over-the-air updates. OEMs need help managing a bifurcated world with 100 ECUs and need to integrate software updates into their stacks. However, the future of record vehicle architecture will simplify this process. Chip manufacturers must find affordable platforms for their products, but it doesn't mean they can afford it for a million vehicles. The biggest takeaway from the last 5 to 10 years is to reduce hardware and software complexity, then reduce service complexity on the back end. Engineers must constantly reduce and make better, as they love to create and add new features, but they must also continually reduce and improve. Integrating technology into the vehicle is challenging, as it requires a balance between the car, cloud, and motor contract ecosystems to ensure optimal functionality and customer satisfaction. The challenge is not just the car itself but also the customer experience, as they may wait for their car to start on their mobile app after just a few seconds. The goal is to create a seamless consumer experience, ensuring their needs and expectations are met. Timothy J. Yerdon President, Plymouth Technology Advisors(Former Ford Motor Company and Visteon Corporation Executive)Tim Yerdon is the President of Plymouth Technology Advisors, a global consultancy providing strategic guidance to vehicle manufacturers, suppliers, technology companies & start-up organizations supporting the rapidly evolving business of connected, electrified & autonomous mobility. Tim’s passion is around the seamless integration of design and technology to deliver customer driven, must have, user experiences.Previously, Tim was global director at Ford Motor Company leading the business and product ownership for retail vehicles around software, services & hardware integration related to digital cockpit systems & in-vehicle-infotainment. He also was an initial member of the internal startup Team Edison, Ford’s dedicated team for battery electric vehicles that developed the customer-inspired and award-winning Mustang Mach-E SUV, F-150 Lightning truck, and E-Transit van. In prior roles as chief engineer of technology implementation & director of software and hardware strategy he led teams delivering common hardware, software and connected services with supplier-partners across electrified platforms.Tim also served as Chief Marketing Executive at Visteon Corporation, a $3.8B global technology leader in vehicle cockpit electronics and connected car solutions. Leading all aspects of marketing and communications he was a key member of the c-suite leadership team delivering 11 straight quarters of top-line revenue growth, margin improvement, and stock price increases.As an established innovation leader at Visteon, Tim also led diverse teams in industrial design, user experience design, connected car services, advanced cockpit electronics, advanced driver awareness systems, marketing, racing and the InnovationWorks® organization.Tim is currently on the University of Michigan-Dearborn’s Industry Advisory Board and most recently added as an Innovation Judge for the prestigious Automotive News PACE awards. Tim previously served on the Consumer Technology Associations (CTA™) Board of Industry Leaders, Society of Automotive Engineers - Connect2Car consortium chairperson and Detroit Chamber | MICHauto talent retention committee chairperson.Tim holds a master's degree in manufacturing systems from the University of Michigan - Dearborn and a bachelor's degree in mechanical engineering technology from Penn State University – Behrend.If you would like to be a guest on the show contact: [email protected]

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