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BMW’s Version of Scare Tactics is Elon Musk

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Published on November 5th, 2019 |

by Johnna Crider

BMW’s Version of Scare Tactics is Elon Musk

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November 5th, 2019 by Johnna Crider

BMW’s version of scare tactics for its employees is Elon Musk, and I am cracking up laughing over this article, which turns out to be from 2017, by Financial Review. When I first read it, I thought it was a post-Halloween joke or something, but alas, BMW is pretty serious about putting the fear of Musk into the hearts of its workers.

As noted above, the article is a couple of years old, and like most older articles, it provides some insight as to Tesla’s role in the industry and how it has evolved. In this case, let us hope that BMW has discovered other ways to inspire their employees. The article opens up with a very descriptive scene: a bright auditorium, an abandoned airfield somewhere in Germany with rows of men and women staring at a giant screen.

As an image of Elon Musk passes by, the speaker says, “We’re in the midst of an electric assault. This must be taken very seriously.” One would think we are at war. You have the hidden bunker, the army of men and women being prepared by their leader, who is giving them some type of speech. I almost wanted to get up and yell some type of battle cry when I read the first few lines of that article.

All jokes aside, one has to consider the fact that, well, in 2017 at least, BMW was using fear to scare its employees to do a better job — seriously. (Disclosure: we don’t have direct confirmation of this.)

Why Perceive Tesla & Electric Vehicles As A Threat?
Well, because they are, and this is why these scare tactics are being used. Tesla represents a new age, the dying of the old and the birth of new, more technologically advanced modes of transportation. The kicker is that Tesla isn’t even trying to steal customers, but is simply trying to advance us to a better way of using energy. The reason many auto companies can’t compete with Tesla is that Tesla isn’t even playing the same game as they are.

Tesla reinvented the game. In order to play, you have to know the rules. What are the rules? Well, what does the average Tesla owner want in comparison to the average BMW owner want? What do the average Tesla owner and the average BMW owner have in common? Therein lies a kernel of information.

Remember, Tesla isn’t just about cars. Let’s look at a tree, for example. It wasn’t always a tree. It started out as a seed. The tree grew roots and eventually rose from the depths of the earth to reach out and touch the sky. It touches the sky with its branches — leaves and flowers. It bears fruit.

Tesla is this tree. It started as a car company and grew into something else. It has vehicles, but also provides solutions for home electricity. Each product of Tesla is like the parts of the tree. The Roadster is the seed that sprouted roots. All the other car companies are just blades of grass surrounding the giant oak tree that looms over them. They can not compete because they are an entirely different species of plants.

How To Beat Tesla’s At Its Game
First, you need to understand that for Tesla, it’s not an actual game. It’s a mission, a way of life, and a reinvention of the way things are done. To succeed at this “game,” you need to understand the rules.

Rule number one: Recognize that change is inevitable.

Rule number two: Automakers need to realize it’s not about them, and let that ego go. Tesla isn’t out to destroy you. Tesla’s out to help you better yourself. See what you can do better, and do it.

Rule number three: Don’t forget the first two rules. Now go and evolve. Instead of using scare tactics and fear, learn the ways of your “enemy” and grow as a company.
Follow CleanTechnica on Google News.
It will make you happy & help you live in peace for the rest of your life.

About the Author

Johnna Crider Johnna Crider is a Baton Rouge artist, gem and mineral collector, and Tesla shareholder who believes in Elon Musk and Tesla. Elon Musk advised her in 2018 to “Believe in Good.”

Tesla is one of many good things to believe in. You can find Johnna on Twitter

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AEye Team Profile: Ove Salomonsson

On October 30th, AEye’s Sr. Director, LiDAR Product Architect, Ove Salomonsson, will speak at two sessions during SAE Innovations in Mobility in Novi, Michigan: Using Intelligent Sensing to Achieve Accurate, Fast Perception and Bringing Intelligence to the Edge.
Ove Salomonsson has 30+ years of experience in engineering of automotive safety electronics. He came to AEye from Lucid, where he was director of Autonomous Driving and ADAS. Before that, he led long range ADAS system development at Magna Electronics and directed technology development at Autoliv Electronics, where he was also General Manager for the Night Vision camera division. Salomonsson was also VP of Traffic Systems at Saab Systems and in DSRC (V2V) at Saab Combitech. He began his career at Volvo, where he managed safety technology projects. Salomonsson holds a BSC in Innovation Engineering from the University of Halmstad.We sat down with Ove to learn about how ADAS, self-driving technologies, and perception sensors have evolved over the years, and what he misses most about Sweden.
Q: You’ve been working in ADAS and autonomy for quite some time – how have you seen these technologies evolve over the years?Radar has been around for quite some time and continues to evolve into smaller, better, and less costly sensors. In fact, cost has come down so significantly that they are now on close to every new car delivered – either providing standalone applications like cross traffic alert or blindspot detection, or as part of a larger ADAS system. However, radar is still quite limited because of its relatively low resolution and multi-path problems.
It was certainly a big deal when cameras became qualified for automotive and low cost enough to make it on to vehicles in greater volume, such as backup cameras and forward facing cameras for collision alerts. There is so much more information captured in a camera image than by radar, and the resolution nowadays has increased up to 8 megapixel. However, the costly and energy consuming AI compute portion of ADAS and AV systems will still need time to catch up to that amount of information rushing into the AI algorithms.
Based on recent test information from AAA, performance is still flawed in automatic emergency braking (AEB) systems, which highlights the importance of LiDAR. LiDAR is the final sensor modality that is needed to make ADAS systems (and eventually full autonomy) work effectively in all conditions. LiDAR is more deterministic by nature, as it can detect and measure the distance to all objects. And with an agile LiDAR, such as AEye’s iDAR, this can be done incredibly fast with the added ability to classify objects and determine their velocity.
Q: How have perception sensors for AVs evolved during this time?I have seen this evolution take place from both the OEM and Tier 1 point of view. However, the most important part is end-customer and societal benefits, such as a reduction in automotive accidents. The lowering of costs and increased capability in terms of resolution and Field-of-View has meant that new applications have been created, expanded upon, and deployed in the market. The list of driver assistance systems is growing: from lane departure warning, forward collision warning, and automatic high beam assist systems to newer features like front and rear automatic emergency braking (AEB) and adaptive cruise control (ACC) with lane following.
With improved sensors and perception algorithms, the focus has now shifted to allowing “hands off” the wheel and, more recently, “eyes off” the road under certain conditions. This happens to be the first (and most challenging) step towards true autonomy since responsibility is transferred to the vehicle for at least some amount of time. Any time we allow the driver to hand over driving tasks to the vehicle, it also becomes important to constantly monitor the driver’s awareness in case there is a need to transfer control back. For example, driver monitoring cameras have been introduced in certain circumstances.
However, perception sensors still need to achieve enough redundancy for autonomous driving systems to be able to “fail operationally.” For example, in a truly autonomous vehicle, the passenger may be sleeping, and the vehicle will have to be able to continue to drive by itself, say, if the camera loses power or a bird hits the windshield right in front of the camera. The vehicle still needs to be able to operate for a certain time period (or until it reaches a safe place to stop) using LiDAR and radar together.
The last and most important piece of the puzzle needed to provide enough redundancy for these systems to “fail operationally” (and also cover additional edge cases) is indeed LiDAR. LiDAR’s deterministic range measurements, high resolution, and low light capability makes it a great complement to both radar and camera.
Q: You grew up in Sweden! What Swedish traditions (holidays, foods, activities) do you miss most here in the States?I moved to the US almost 25 years ago, but I still go back to Sweden at least once a year to celebrate Midsummer.
What I miss the most is Swedish chocolate and fresh seafood, including Sweden’s wide variety of marinated herring. And, believe it or not, Sweden is home to an exquisite kebab pizza (not a Viking tradition, but rather, a new delicacy).
By the way, did you know that one of Sweden’s biggest exports is music? ABBA, of course, ruled the seventies; Roxette the eighties, Robyn and the Cardigans the nineties; and, more recently, Tove Lo and Zara Larsson. Even Spotify is Swedish!
—–
Connect with AEye at SAE Innovations in Mobility.
AEye Team Profile: Ove Salomonsson —AEye’s New AE110 iDAR System Integrated into HELLA Vehicle at IAA in FrankfurtAEye Wins Award for Most Innovative Autonomous Driving Platform at AutoSens BrusselsAEye Team Profile: Jim RobnettAEye Adds VP of AI and Software to Executive TeamAEye: Developing Artificial Perception Technologies That Exceed Human PerceptionAEye Redefines the Three “Rs” of LiDAR – Rate, Resolution, and RangeAEye Extends Patent Portfolio, Creating Industry’s Most Comprehensive Library of Solid-State Lidar Intellectual PropertyAEye Expands Business Development and Customer Success Team to Support Growing Network of Global Partners and CustomersUnique iDAR Features That Drive SAE’s 5 Levels of Autonomy

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Dana Launches $300 Million Senior Notes Offering

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