Several decades after the advent of CAD, electronic ignition and anti-lock brakes, digital technology continues to make new inroads into the auto industry. A few of the more interesting examples:

Advertising?  There’s an app for that. Volkswagen is planning to promote their new GTI (the performance version of the Golf) exclusively via a licensed and rebranded mobile game app released for the iPhone and iTouch.  Recognizing a substantial overlap between the iPhone and GTI demographics, VW is apparently counting on the free app alone to get the job done, and at a much lower cost than traditional commercials and print ads.  The game uses the iPhone/iTouch motion-sensing, includes a virtual VW showroom (at left), and in a clever promotional move, VW plans to give away free cars to the six highest-scoring players.  If effective, look for more convergence between apps and advertising going forward…


The car network Another innovation from Germany: the German Federal Ministry of Education and Research, in collaboration with manufacturers such as BMW, Audi, and Daimler, is working on the specification of a network standard to unify the various (until-now) standalone digital systems found in the modern automobile. Dubbed “Security in Embedded IP-based Systems“, the research project is aimed at reducing complexity and ensuring security, and will be based on Ethernet networking technology and the same Internet Protocol upon which the internet is based. We’re thinking such a system could easily find its way into the aviation industry as well. Yet more uses for ethernet - after over 30 years, maybe the most successful, extensible and long-lived networking technology ever invented.