N O . 1 2 0 2 2 – S P E C I A L
costs and enables 24/7 operation.
Value can also be societal. Highly
automated people movers are al-
ready in service in large pilot fleets
around the world. Other applica-
tions like harbour trucks, refuse
collection trucks and agricultural
machinery are also already being
tested at large scale.
For some new entrants, the focus is
on innovation. OEMs would agree
that their greatest focus is on safety.
For others it is affordability. With
our years of industry experience,
our technological know-how, and
our understanding of the needs of
the customer, we can bring devel-
opment excellence, application ex-
pertise, and smart testing systems
to create the right balance for any
vision in this new space.
“
I N T E R V I E W
Stephan Tarnutzer
President AVL Mobility
Technologies Inc., USA
focus: Which differences do you see
in the market drivers and require-
ments between US and others in
ADAS/AD?
Tarnutzer: The main drivers in North
America are competition and technology, in contrast to
the legal drivers in regions such as Europe. In America
companies are trying to differentiate with technological
leadership, with innovation, and by being first to mar-
ket. They are focusing on which comfort functions are
more important for end customers rather than safety,
which is important in Europe.
focus: Which companies push the development of
ADAS/AD the most and why?
Tarnutzer: The companies bringing up most new things
are mainly start-ups taking higher risks to bring new
AD technologies to market. And established OEMs
are following with new ADAS functions, such as high-
way pilot.
focus: What role do tech companies in Silicon Valley
play?
Tarnutzer: Software development like perception, AI,
cloud computing or other services leads to a new mind-
set to aggressively (and not conservatively) develop new
fields of application for vehicles. They also help the mo-
bility industry to speed up, by demonstrating shorter
development cycles and intervals, and “outside the box
thinking”. OEMs are redefining themselves and are now
talking about software-defined mobility (instead of see-
ing the vehicle as a mechanical product).