{"id":1124,"date":"2020-11-06T19:36:51","date_gmt":"2020-11-07T00:36:51","guid":{"rendered":"https:\/\/blogs.sw.siemens.com\/podcasts\/?p=1124"},"modified":"2026-03-26T15:05:50","modified_gmt":"2026-03-26T19:05:50","slug":"automotive-landscape-and-business-drivers-part-1","status":"publish","type":"post","link":"https:\/\/blogs.sw.siemens.com\/podcasts\/automotive-systems-revolution\/automotive-landscape-and-business-drivers-part-1\/","title":{"rendered":"Automotive Landscape and Business Drivers &#8211; Part 1"},"content":{"rendered":"\n<p>Welcome to Automotive EE Systems Revolution \u2013 a brand new series of podcasts from the Integrated Electrical Systems Group of Siemens Digital Industries Software. In this series, we\u2019ll be focusing on automotive industry trends and the electrical and electronic systems, networks, and software within a vehicle.<\/p>\n\n\n\n<p>The automotive industry is in the middle of a major shift. The electrical, electronic and software content of vehicles continues to grow, both incentivizing and necessitating new organizational structures and business models. At the same time, the level of competition is increasing as startups, tech companies and traditional OEMs all vie to bring innovative vehicles to market. In episode 1, we discuss the major changes in the automotive industry over the past 10 years, the challenges OEMs have to face today, and what the future looks like. Please enjoy!<\/p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/player.acast.com\/5fa465713e6751309281a2b2?theme=default&amp;cover=1&amp;latest=1\" frameborder=\"0\" width=\"100%\" height=\"218px\" allow=\"autoplay\"><\/iframe>\n\n\n<div id=\"accordion\" class=\"podcast-infonotes\">\n  <div class=\"card\">\n    <div class=\"card-header\" id=\"headingOne\">\n      <span class=\"mb-0\">\n        <button class=\"btn btn-link collapsed\" data-toggle=\"collapse\" data-target=\"#collapseOne\" aria-expanded=\"false\" aria-controls=\"collapseOne\">\n          Click to Expand Show Notes and Transcript        <\/button>\n      <\/span>\n    <\/div>\n    <div id=\"collapseOne\" class=\"collapse\" aria-labelledby=\"headingOne\" data-parent=\"#accordion\">\n      <div class=\"card-body\">\n        <p style=\"text-align: center\"><b>Automotive Landscape and Business Drivers<\/b><\/p>\n<p><span style=\"font-weight: 400\">Welcome to Automotive EE Systems Revolution \u2013 a brand new series of podcasts from the Integrated Electrical Systems Group of Siemens Digital Industries Software. In this series, we\u2019ll be focusing on automotive industry trends and the electrical and electronic systems, networks, and software within a vehicle.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The automotive industry is in the middle of a major shift. The electrical, electronic, and software content of vehicles continues to grow, both incentivizing and necessitating new organizational structures and business models. At the same time, the level of competition is increasing as startups, tech companies, and traditional OEMs, all vie to bring innovative vehicles to market.<\/span><\/p>\n<p><span style=\"font-weight: 400\">I am your host, Conor Peick, and I am joined by a duo of experts with impressive resumes and decades of industry experience &#8211; Doug Burcicki and Dan Scott. Together, in this first episode, we discuss the major changes that happened in the automotive industry over the past 10 years, what are the challenges OEMs have to face today, and how the future looks like.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Doug Burcicki is the Global Director of the Automotive &amp; Transportation Heavy Equipment Industries, within Integrated Electrical Systems, part of the Siemens Digital Industries Software.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Dan Scott is the Marketing Director within Integrated Electrical Systems and has previously worked in the automotive industry for 15 years, in a variety of different roles, from Chief Engineer to Sales, to Project Management, working for a variety of suppliers, tier ones, and OEMs.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Tune in to find out more about the industry trends and the drivers of innovation that will bring the automotive landscape to new heights!<\/span><\/p>\n<p><b>In this episode, you will learn:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The state of the industry today, and the drivers of innovation. (01:25)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The holy grail of the auto industry today and why we\u2019re years away from it. (03:56)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How traditional OEMs have to adapt to the current market. (04:40)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The changes that have occurred in the past 10 years. (06:31)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The different types of complexity that are challenging OEMs today. (09:58)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The role integration plays in today\u2019s automotive company structure. (11:52)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How the next 10 years will look like, in the automotive industry. (14:18)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">How the EVs were viewed in the past and what the future holds for them. (17:06)<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">What a company needs to focus on, to be successful in this industry. (21:36)<\/span><\/li>\n<\/ul>\n<p><b>Let\u2019s connect!<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/www.linkedin.com\/in\/conor-peick-119ab2143\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">LinkedIn<\/span><\/a><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\"><a href=\"https:\/\/www.mentor.com\/\" target=\"_blank\" rel=\"noopener\">Mentor Graphics Website<\/a><\/span><\/li>\n<\/ul>\n<p><b>Connect with Doug:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\"><a href=\"https:\/\/www.linkedin.com\/in\/doug-burcicki-mentor-siemens\/\" target=\"_blank\" rel=\"noopener\">LinkedIn<\/a><\/span><\/li>\n<\/ul>\n<p><b>Connect with Dan:<\/b><\/p>\n<ul>\n<li style=\"font-weight: 400\"><a href=\"https:\/\/www.linkedin.com\/in\/dan-scott-uk\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400\">LinkedIn<\/span><\/a><\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<p style=\"text-align: center\"><strong>Transcript of Episode 1<\/strong><\/p>\n<p><b>Hello, and welcome to <\/b><b>Automotive E\/E Systems Revolution<\/b><b>, a brand new series of podcasts from the Integrated Electrical Systems group of Siemens Digital Industries Software focusing on the automotive industry, trends, and the electrical and electronic systems, networks, and software in particular. My name is Conor Peick, and I\u2019ll be your host and moderator as we dive into this fascinating topic. But first, let\u2019s meet the duo of experts that will be joining me:<\/b><\/p>\n<p><b>[00:00:30.22] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> My name is Doug Burcicki &#8211; I\u2019m responsible for the Automotive &amp; Transportation Heavy Equipment Industries within Integrated Electrical Systems, part of the Digital Industry Software organization, within Siemens.<\/span><\/p>\n<p><b>[00:00:43.21] Dan Scott:<\/b><span style=\"font-weight: 400\"> I\u2019m Dan Scott. I\u2019m also from the Integrated Electrical Systems segment. I\u2019m the Marketing Director. Previous background: I\u2019ve worked in the automotive industry for 15 years or so in a variety of different roles from Chief Engineer, to Sales, to Project Management, working for a variety of suppliers, tier ones, and OEMs.<\/span><\/p>\n<p><b>Doug and Dan are both the owners of impressive resumes and decades of industry experience. Throughout this series, I will do my best to tap into their expertise to illuminate current trends in the automotive industry, including the development of advanced E\/E systems. To begin today\u2019s discussion, I asked Doug and Dan to describe the state of the industry today, and what\u2019s driving innovation.<\/b><\/p>\n<p><b>[00:01:32.04] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> Yeah, that\u2019s obviously a very large question. I guess one way to start is just to look at the headlines, some of the things that we see and hear about every day. We know that there\u2019s been a tremendous amount of focus from players traditionally not part of the automotive industry, over the past 10 years have been investing in and moving into the market, challenging the incumbents and the legacy OEMs, both from a traditional model perspective or business model perspective as far as putting a competitive product out on the market. But they\u2019ve also introduced a new approach to the business models and an expansion of the business models, so to speak. They found new ways to generate revenue and profits that go beyond the traditional sale of a vehicle to a consumer. They\u2019ve developed ways to try to monetize that hardware after the point of sale, much to the same extent of the business model, as you would see with the mobile phone industry, that\u2019s evolved over the last 10 to 15 years, where most of those companies make their money on apps and software sales after the hardware &#8211; the phone itself &#8211; is sold to the consumer. And you\u2019re seeing automobile turning into that type of product in the marketplace today.<\/span><\/p>\n<p><b>[00:02:49.09] Dan Scott:<\/b><span style=\"font-weight: 400\"> Yeah, and from my perspective, like Doug is saying, it\u2019s been quite an unprecedented last decade or two in the automotive industry, I think. Just that shift we\u2019ve had of 70 or 80 years of kind of predominantly mechanical machines &#8211; whether that\u2019s hydraulics or mechanical &#8211; and just, you know, over the last sort of, well, I guess even from the early \u201890s, from getting ABS braking and things coming in, is beginning to increase. And certainly over the last 15 to 10 years or so, just a real acceleration in EE systems, and electronics and software coming into the vehicle, which is really kind of driving some of the stuff Doug\u2019s talking about &#8211; some of those changes and shifts in business models, and that kind of whole landscape that\u2019s enabled new entrants to come in &#8211; new players into the industry &#8211; from areas that 20 years ago you would never have considered you\u2019d be having companies coming in from traditional software backgrounds.<\/span><\/p>\n<p><b>[00:03:50.21] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> See, those observations are very accurate with what we see every day. And we hear headlines about all these, for lack of a better term, \u2018sexy trends\u2019, things like autonomous vehicles. You know, it\u2019s the holy grail, if you would, in the auto industry right now to have the first truly level-five capable system developed out there. And we\u2019re years away from that for a multitude of reasons but the ultimate objective is no different. But there\u2019s a lot of steps in between that we\u2019re going to get to on the way, such as a greater proliferation of ADAS systems that enable the users of the vehicles to drive more effectively, efficiently, and quite honestly, just safer, both for themselves as well as pedestrians on the street. And those advances in technology are needed to hit those interim milestones along the way. And, as Dan said, there\u2019s been a gradual and consistent migration from mechanical to electrical and electronic and now <\/span><span style=\"font-weight: 400\">we\u2019re moving into a software-defined vehicle era<\/span><span style=\"font-weight: 400\">. It\u2019s a much different environment than these OEMs that have existed in many cases for well over 100 years, where they\u2019re developing the traditional vehicles that we\u2019ve been driving for decades, as well as trying to develop the capabilities to meet these new entrants into the market that they have to compete with.\u00a0\u00a0<\/span><\/p>\n<p><b>[00:05:34.23] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> So, they have to adapt. And it\u2019s not just technology, it\u2019s the way they\u2019re structured, it\u2019s the skill sets they hire, it\u2019s how they develop the product, it\u2019s the validation and timing of their development activities across multiple domains, that all have to be managed in a much different manner if they\u2019re going to bring together what\u2019s essentially a holistic vehicle environment, if you\u2019re going to attain these levels of ADAS and autonomy. Not to mention just even a more fundamental aspect of these vehicles, which is the electrification of the vehicle itself, moving away from combustion engine designs, or hybrid engines into 100% BEV architecture or rechargeable architecture that drives different vehicle configurations. And it\u2019s electrical, it\u2019s mechanical, it\u2019s software, it\u2019s the network in the vehicle itself &#8211; they\u2019re all interrelated and interdependent. And that\u2019s where Siemens has something to offer and contribute to this evolution of the industry Siemens has spent a lot of time, money, and effort in integrating different cross-functional capabilities that quite honestly don\u2019t exist in any other company in the world to the extent that we offer them.\u00a0\u00a0<\/span><\/p>\n<p><b>[00:07:31.06] Conor Peick:<\/b><span style=\"font-weight: 400\"> So, overall, we have an industry that is experiencing a lot of change and is revolutionizing in many ways, as you mentioned, Doug. I\u2019m curious if we could dive into the path that has led us here, the changes that have occurred over the last maybe 10 years, or however far back we need to go. But I suppose, in particular, we\u2019ve talked about this steady transition from mechanical to electrical and electronics, and now we\u2019re switching into software-defined vehicles. I\u2019m curious to get your guys\u2019 comments on that transition, and how that\u2019s kind of set up, where the industry is, and where it\u2019s going today?<\/span><\/p>\n<p><b>[00:08:07.15] Dan Scott:<\/b><span style=\"font-weight: 400\"> I think it\u2019s an interesting one. If you look at it not just from a technology point of view, but from an organizational point of view, where you have existing incumbent OEMs, coming from predominantly &#8211; not exclusively, but predominantly &#8211; from that mechanical background and electrical maybe, and needing to make that shift into software, into networks, into caring more about the details of the electronics, about the ICs and about some of those things, which historically has been very much pushed out to tier one or to tier two suppliers. I think what that\u2019s causing is a massive reexamining for traditional OEMs of their core competencies, and where they can really add value. I think it\u2019s interesting when you kind of compare them to startups, or to new entrants, who\u2019ve kind of come in with natively more software skills &#8211; they\u2019re coming in, and they\u2019re kind of used to the rapid development cycles, and their agile processes and ways of iterating. But they\u2019re kind of coming up and hitting against &#8211; you know, even companies like Tesla &#8211; hitting against when you get into manufacturing vehicles, in large numbers, there\u2019s a whole load of IP and skill and knowledge and experience that goes around that, and actually getting vehicles homologated and into production &#8211; you know a second nature and well established and developed for existing automotive OEMs &#8211; that startups are having to bat up against and get products into the market. Whereas, obviously, on the flip side, for the traditional OEMs, they kind of know that stuff but that shift from the longer cycles of product development into, like Doug was just saying before, into these much faster iterations, over-the-air updates, and functionality being pushed out to vehicles post-production. I think those are some of the both cultural and skills challenges that the automotive industry is continuing to really grapple with, to be honest in terms of how do they kind of manage that? Do they set up separate business units of just the software guys? Do they try and integrate them into existing product teams? How do they kind of manage that in a way that enables all of the different domains that need to integrate and talk together to actually produce these super complicated vehicles, with networks, embedded software, electrical, mechanical, hydraulics &#8211; everything that needs to come together into one integrated package to deliver the features, the functionality that the customers are looking for. I think they\u2019re super hard questions and things which organizations are grappling with, at the moment.<\/span><\/p>\n<p><b>[00:10:44.18] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> All these things boil down to the business, right? At the end of the day, all of these companies, aside from the cars and the technology, they have to be profitable, they have to make money, they have to return profits to their shareholders. So, there\u2019s business challenges that they struggle with. And in my experience, I\u2019ve seen that in the last 10 years, the increasing levels of complexity is one of the biggest challenges for any of these companies, no matter what size they are, or not. And it\u2019s different types of complexity. You have sheer part number complexity, where you have vehicle variants that could have literally millions of part-number combinations, depending on which feature options the consumer desires on that vehicle. You also have the complexity of subsystem integration; you know, an example of that is an active cruise control system was essentially an integration of multiple systems before there was just a cruise control system, right? And all it monitored was your vehicle, not anything around it. And then, obviously, an active cruise control system integrates additional sensors and sensor fusion and analysis. And then, it actually acts on that analyze-data input. So, now you have an interactive system. And then you start integrating these systems further to come up with safety packages, that are cross-functional with lane departure warning systems, auto parking systems, concierge systems, or valet systems. There\u2019s an inner increasing level of interoperability and a subsystem functionality that didn\u2019t exist just five years ago.<\/span><\/p>\n<p><b>[00:12:19.21] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> And those engineering teams, the tools that they work on are different. They don\u2019t communicate with each other. You have engineers and groups that handoff data to other engineers and groups that they didn\u2019t have to even consider in the past. And they don\u2019t communicate and talk and they\u2019re not organized to operate in that fashion historically, so they have to go through a business process transformation, as well as an organizational transformation. So, a lot of these challenges manifest themselves in different ways. It\u2019s not just the complexity that you have to address. It\u2019s your organization in order to address the complexity. So, it goes back to the point that Dan was making about those challenges are not just in tools or process. And that integration is becoming more and more and more of a top-five concern for any engineering leader in these companies. Again, because of the speed of change, historically, we haven\u2019t developed engineering teams that if you were a hardware engineering, you didn\u2019t really care about the software or the network that the device that you were designing connected or interfaced to. But those days are gone, where these companies are trying to make holistic design decisions because there are trade-offs, there are impacts; the lines of code, the software you write has a direct impact on the physical EDS or wiring implementation, which has a direct impact on weight, which has a direct impact on vehicle range. So these things are all intertwined, and they can\u2019t be developed independently in silos.<\/span><\/p>\n<p><b>[00:13:51.06] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> And I would say probably the single biggest challenge that all of these companies face &#8211; and it\u2019s because they have to balance; they can always do things faster, but then it means with less quality or reliability. And that\u2019s the speed to market &#8211; just development, speed, and turnaround. There\u2019s a continuous effort to shorten development time to get the automobile products more in line with consumer electronics and the content that is driving the connectivity, the connected aspect of the vehicles, which consumers &#8211; to them &#8211; is one of the number one priorities when they make a purchase these days, at least in the younger generations and the future buyers of these vehicles that the OEMs are concerned about.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">It\u2019s, again, when you put the power and experience from an OEM that\u2019s been building real-world cars for 100 years, and they apply themselves to these greater initiatives, technology-wise, I think you\u2019ll see some of them close the gap relatively quickly on where some of the new entrants are. So, there\u2019s been a lot going on in the last 10 years, but I think the next 10 years are gonna be even more exciting, personally.<\/span><\/p>\n<p><b>[00:17:09.04] Conor Peick:<\/b><span style=\"font-weight: 400\"> Yes, that\u2019s an interesting direction, I think that we could take our discussion to, what do the next 10 years look like? And maybe a few things I\u2019d like you guys to discuss in particular is, Doug, you mentioned legacy OEMs being at a crossroads perhaps, at a point of where they need to start transitioning to meet these new demands for connectivity, and technology, and automation &#8211; all these types of things. Where do you see the next 10 years of this industry moving?<\/span><\/p>\n<p><b>[00:17:39.07] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> In the next 10 years is really going to be about execution. I think a lot of companies have been developing strategies and putting some pieces together whether, like I said, they\u2019ve developed internal groups or capabilities, or carved out teams to focus on new and emerging areas of focus, or acquired entities. Like, GM acquired Cruise Automation years ago to get a head start on autonomous vehicle technologies. And they\u2019ve applied aspects of that to their core business, but they\u2019ve essentially run it as a separate standalone entity for the most part. And they recently invested in Nikola Trucks &#8211; they\u2019re going to license their battery cell technology to Nikola and they\u2019re also going to actually produce the physical vehicles for them, themselves. So, you see these different business models or different approaches to business that you wouldn\u2019t have historically seen. Rivian is another good example. Their business model from day one was to develop their own vehicle, but also to develop on a platform that they would license the technology out to competitors or other players in the industry. You know, they\u2019ve been very successful in doing that, with multiple OEMs &#8211; Ford, Rivian, and Cox Automotive are very heavily invested in them. And now, they have other burgeoning relationships with other OEMs to supply them with EV powertrain.<\/span><\/p>\n<p><b>[00:18:55.10] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> So, there\u2019s different models out there that are working and they\u2019re being valued and recognized. I think for the legacy OEMs, like I said before, they are responding to these challenges, but they can\u2019t just walk away from their current core business. So, it\u2019s really, really challenging for them, because they\u2019re still trying to develop that portfolio of vehicles that they\u2019ve been supporting for decades &#8211; and you can\u2019t just flip a switch and change everything to an electrified vehicle powertrain or an autonomous vehicle, right? It takes years and years of development and concerted effort and expense. And the problem is, the return on some of that investment is quite a ways away, right? So, it\u2019s hard for them to justify pouring all of that focus and investment into areas where they don\u2019t see the monetary return for years, if not decades. So, they\u2019ve been a little bit slower about it because they\u2019ve had to be. They\u2019ve had to be more measured in their successes and their risk, but you\u2019re seeing that they\u2019re making those hard shifts. Mercedes has already made a hard commitment to be a fully electrified portfolio of products, Volvo has done the same, GM is on a path to do the same. So, you\u2019re seeing that shift, and those decisions are taking place.<\/span><\/p>\n<p><b>[00:21:17.11] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> I think that the OEMs are in a race, I think that they all know that the only way to get there is through significant investment &#8211; and a large part of that investment is in our electrical architectures. So, if you look at where EVs have been over the last 20 years, you know, they\u2019ve been like kind of a fringe commodity &#8211; or actually not a commodity, just almost like a toy or anything to have for certain segments of the consumers, but very small segments. And part of it\u2019s just because they\u2019ve been ugly. They haven\u2019t been attractive vehicles at all. A lot of that goes back to the fact that they\u2019ve been built on vehicle chassis and frames and architectures that were originally designed for internal combustion engines. So, packaging wasn\u2019t right, it wasn\u2019t great, the battery technology wasn\u2019t where it needed to be to optimize packaging available. There\u2019s just been a tremendous amount of advancements in the area that have gotten to the point where OEMs have very cost-effectively built bespoke architectures around EV-intended vehicles from day one, not retrofitted vehicles. And now you\u2019re seeing a generation of vehicles that are beautiful, they\u2019re fun to drive, they\u2019re attractive &#8211; they\u2019re some of the most attractive vehicles on the market in some cases &#8211; and people want to buy them for compelling reasons now. And the business proposition behind EVs is becoming much more attainable for the average consumer as well.<\/span><\/p>\n<p><b>[00:22:45.06] Doug Burcicki:<\/b><span style=\"font-weight: 400\"> And so, now we\u2019re getting to the point where the big players in the industry are committing to economies of scale &#8211; in many cases, like GM and Tesla developing their own battery plants. So, you\u2019re going to see the economies of scale come into play now and it will become a more accessible, more affordable option for the everyday consumer. So, that is where I think we\u2019re going to see the greatest technology evolution in the auto space over the next 10 years. And I think in parallel, behind the scenes will be the continuous evolvement of AV. But I think what\u2019s really going to drive the AV is level two, three, and to a certain extent, four capabilities. And a large part of that\u2019s just driven by the legal requirements out of Europe with the NCAP requirements; a lot of things that are optional features in North America, from a safety perspective, are going to become de facto standard features on every vehicle sold in Europe. So again, that\u2019s just going to make these things more accessible and affordable.\u00a0\u00a0<\/span><\/p>\n<p><b>[00:24:42.12] Conor Peick:<\/b><span style=\"font-weight: 400\"> Yeah. Dan, what do you think?<\/span><\/p>\n<p><b>[00:24:44.18] Dan Scott:<\/b><span style=\"font-weight: 400\"> I think Doug\u2019s right, in terms of certain comments around the acceleration of movement to electric vehicles. Yeah, I\u2019ve definitely seen a similar &#8211; backing off isn\u2019t the right word, but maybe a de-prioritization of some of those level four, level five EV, AV push for autonomous vehicles. I thought that was interesting, I was reading yesterday, actually, and the German government &#8211; I think it was Angela Merkel herself, who was kind of making comments on a proposal, where they\u2019re going to allow level four or five vehicles to be tested in Germany is going to get put into German law sometime in the next 12 months or proposed for that. Again, it\u2019s interesting, like, the same in California. You get different pockets, and I guess that\u2019s why it\u2019s hard kind of commenting on automotive as a whole, is that there\u2019s very different emphases in different regions. So, in China, there\u2019s a massive electric vehicle market, relatively. In the US slightly less so. In Norway, huge. In the UK, relatively small. So I think it\u2019s gonna be quite a lot of localization in terms of some of these trends for electric vehicle autonomy, or what have you.<\/span><\/p>\n<p><b>[00:26:02.12] Dan Scott:<\/b><span style=\"font-weight: 400\"> I do think one of the things Doug was saying just before, as well, around that move to virtual validation, and it\u2019s a bit more on the kind of process side rather than the business approach. But I think that the pain that organizations feel when they hit those integration points is very real, I think. As this level of complexity in vehicles has really exploded, it\u2019s become more obvious that that\u2019s a pain point. I mean, I remember even from my days, when I was a control software engineer, and I\u2019d get into a prototype vehicle that we\u2019ve just written some software for and, you know, you\u2019re kind of turning on hoping that I made the same assumptions about the way the network signals were scaled, as the network design guys did or the electrical guys made about the networks or what have you. And just that level of integration when you\u2019ve got batteries, and you\u2019ve got power electronics, and you\u2019ve got high-speed motors, and you\u2019ve got layered on top of that all of the autonomous stuff in terms of lidar and radar and all of these different technologies, and the amount of data massively increasing, keeping organizations aligned and keeping development processes for these parallel domains aligned, you\u2019ve got to be coming over the next 10 years to be one of the highest priorities for development organizations, to really get products to market, not even just quickly, but just get them to market in a way that they\u2019re reliable and robust and you\u2019re not having massive warranty issues because of challenges, and you\u2019re able to kind of test vehicles and get a higher level of confidence much, much earlier in the development process. And I know every organization is really trying to push towards that and I think the ones that will really succeed are the ones that are more able to coordinate between these different development streams, whether that\u2019s electrical, software, mechanical, what have you. And a lot of that is around having tools and processes and underlying data that can be exchanged, that can be integrated, that can be used together and so people are not working off their own separate assumptions but there\u2019s a common approach to things as a greater coherency, in terms of how products are developed. People are able to get a snapshot across multiple domains rather than just their own particular little silo that they\u2019re looking at. So, I think all these technology trends I was kind of mentioning, these high-level things are kind of really driving shifts in organizations and the ones that can adapt to those best, I think will succeed. And I think that\u2019s been even as we kind of speak to our customers around the world, that\u2019s what we\u2019re seeing, as you see the different levels of maturity in product development for different organizations. You see the ones kind of succeeding that are more able to embrace digitalization and some of these other things that change the way they develop products.<\/span><\/p>\n<p><b>So, the automotive industry is in the middle of a major shift. The electrical, electronic and software content of vehicles continues to grow, both incentivizing and necessitating new organizational structures and business models. At the same time, the level of competition is increasing as startups, tech companies and traditional OEMs all vie to bring innovative vehicles to market. In episode two, Doug, Dan and I continue our discussion and consider some of the impacts the COVID-19 pandemic has had on the automotive industry. This has been <\/b><b>Automotive E\/E Systems Revolution, I am your host Conor Peick, <\/b><b>thank you very much for listening!<\/b><\/p>      <\/div>\n    <\/div>\n  <\/div>\n  <\/div><!-- end #accordion -->\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n<div class=\"bio-block row\">\n    <div class=\"col-3 order-first bio-pic\">\n        <img decoding=\"async\" src=\"https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/32\/2020\/11\/Doug-Burcicki.jpg\" alt=\"Doug Burcicki - Senior Director of Automotive and Heavy Equipment Industries - Lifecycle Collaboration Software\" \/>\n    <\/div>\n    <div class=\"col-9 bio-info\">\n        <div class=\"bio-header\">\n            <h4 class=\"speakerintro\">Doug Burcicki &#8211; Senior Director of Automotive and Heavy Equipment Industries &#8211; Lifecycle Collaboration Software<\/h4>\n        <\/div>\n        <div class=\"bio-biography\">\n            <p><span data-sheets-value=\"{&quot;1&quot;:2,&quot;2&quot;:&quot;Doug Burcicki is the Automotive Market Director for the IES team at Siemens. Prior to, Doug was Director, Advanced Business Development at Yazaki, a globally focused role in which he was responsible for identification of Product and Technology trends resultant from Market, Regulatory and Economic indicators.   He established a global process for prioritization of R&amp;D projects, resources and investment as opposed to disparate regional strategies and built the business case to enable and support new portfolio development.  Prior to this Doug was Vice President for the Yazaki General Motors BU responsible for global P&amp;L, sales strategy and overall customer relationship driving significant success at the account. Doug holds a Masters in Automotive Engineering (Mechanical focus) from Lawrence Technological University, MAE and Bachelor of Science in Electrical Engineering from Wayne State University, BSEE.&quot;}\" data-sheets-userformat=\"{&quot;2&quot;:4993,&quot;3&quot;:{&quot;1&quot;:0},&quot;10&quot;:2,&quot;11&quot;:4,&quot;12&quot;:0,&quot;15&quot;:&quot;arial,sans,sans-serif&quot;}\">Doug has demonstrated over 3 decades of leadership in the automotive and electrical systems sectors. In his current role as Senior Director of Automotive and Heavy Equipment Industries for the Lifecycle Collaboration Software Product Team at Siemens Digital Industries Software, Doug applies a strong drive for strategic innovation and execution. At Siemens and previously at Yazaki North America, Doug has honed his expertise in new business development and Six Sigma, steering teams toward double-digit growth and a commanding position in the automotive market. Doug is committed to fostering advanced vehicle technologies, and motivated by the collaborative culture that thrives on diverse perspectives. Doug holds a Masters in Automotive Engineering (Mechanical focus) from Lawrence Technological University, MAE and Bachelor of Science in Electrical Engineering from Wayne State University, BSEE.<\/span><\/p>        <\/div>\n        <div class=\"bio-contact\">\n            <p><a href=\"https:\/\/www.linkedin.com\/in\/doug-burcicki-mentor-siemens\/\" target=\"_blank\" rel=\"noopener\">Connect with Doug<\/a><\/p>\n        <\/div>\n    <\/div>\n<\/div>\n\n<div class=\"bio-block row\">\n    <div class=\"col-3 order-last bio-pic\">\n        <img decoding=\"async\" src=\"https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/32\/2020\/11\/Dan-Scott-scaled.jpg\" alt=\"Dan Scott - Marketing Director - Integrated Electrical Systems Division\" \/>\n    <\/div>\n    <div class=\"col-9 bio-info\">\n        <div class=\"bio-header\">\n            <h4 class=\"speakerintro\">Dan Scott &#8211; Marketing Director &#8211; Integrated Electrical Systems Division<\/h4>\n        <\/div>\n        <div class=\"bio-biography\">\n            <p>Dan Scott is the Marketing Director for Integrated Electrical Systems at Siemens Digital Industries Software. He is responsible for Capital, Siemens&#8217; E\/E systems development portfolio.\u00a0 This encompasses E\/E architecture, electrical systems, communication networks and AUTOSAR embedded software products. He has experience working for OEM&#8217;s, suppliers and consultancies in the auto and aero industries, including at Ricardo, Frost EV Systems, Tata Motors and Rolls-Royce. He has published several academic &amp; industry papers on vehicle electrification and system optimisation.<\/p>        <\/div>\n        <div class=\"bio-contact\">\n            <p><a href=\"https:\/\/www.linkedin.com\/in\/dan-scott-uk\/\" target=\"_blank\" rel=\"noopener\">Connect with Dan<\/a><\/p>\n        <\/div>\n    <\/div>\n<\/div>\n\n<div class=\"bio-block row\">\n    <div class=\"col-3 order-first bio-pic\">\n        <img decoding=\"async\" src=\"https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/32\/2020\/11\/Conor-Peick-lorez.jpg\" alt=\"Conor Peick - Moderator\" \/>\n    <\/div>\n    <div class=\"col-9 bio-info\">\n        <div class=\"bio-header\">\n            <h4 class=\"speakerintro\">Conor Peick &#8211; Moderator<\/h4>\n        <\/div>\n        <div class=\"bio-biography\">\n            <p>Conor Peick is a Marketing Coordinator helping to create forward-looking content for the Thought Leadership team at Siemens Digital Industries Software. Conor collaborates with seasoned industry experts to produce podcasts, articles, blogs, and other forms of content focused on the trends and challenges companies face in the future, and the technologies that may provide solutions.<\/p>        <\/div>\n        <div class=\"bio-contact\">\n            <p><a href=\"https:\/\/www.linkedin.com\/in\/conor-peick-119ab2143\/\" target=\"_blank\" rel=\"noopener\">Connect with Conor on LinkedIn<\/a><\/p>\n        <\/div>\n    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Welcome to Automotive EE Systems Revolution \u2013 a brand new series of podcasts from the Integrated Electrical Systems Group of&#8230;<\/p>\n","protected":false},"author":69073,"featured_media":1130,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spanish_translation":"","french_translation":"","german_translation":"","italian_translation":"","polish_translation":"","japanese_translation":"","chinese_translation":"","footnotes":""},"categories":[347],"tags":[298],"industry":[26,27,28],"product":[88],"coauthors":[],"class_list":["post-1124","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automotive-systems-revolution","tag-digital-twin","industry-automotive-transportation","industry-automotive-oems","industry-automotive-suppliers","product-capital"],"featured_image_url":"https:\/\/blogs.sw.siemens.com\/wp-content\/uploads\/sites\/32\/2020\/11\/02_Siemens_Graphic.jpg","_links":{"self":[{"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/posts\/1124","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/users\/69073"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/comments?post=1124"}],"version-history":[{"count":4,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/posts\/1124\/revisions"}],"predecessor-version":[{"id":1204,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/posts\/1124\/revisions\/1204"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/media\/1130"}],"wp:attachment":[{"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/media?parent=1124"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/categories?post=1124"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/tags?post=1124"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/industry?post=1124"},{"taxonomy":"product","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/product?post=1124"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/blogs.sw.siemens.com\/podcasts\/wp-json\/wp\/v2\/coauthors?post=1124"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}