Code on Wheels: The SDV Revolution - Valeo Voices

Connecting Continents: Introducing the Software-Defined Vehicle Revolution Welcome to the Valio Voices podcast. From insights to impacts, Join us for stories and strategies from across Valio North America. Welcome back to Valio Voices. I'm Linda Aubuchon, director of communications for North America. As you know, in each episode, we try to spotlight the people who make Valio Just drive. And today we're connecting continents to talk about one of the most exciting trends in automotive industry, the software defined vehicle. You know, as as a company, we're here in North America. We collaborate with colleagues all over the world, and our guests today are just a really great example of the power that we create with these efforts. We're really happy to welcome Hashem Asaid, Software business development director from our from our Cairo Technical Center. Hey, Hashem. Speaker 2 Hello. Speaker 1 And Anya Nakolovia, did I say that right? Anya, pretty close. OK, good. Then we'll leave it in there for that. Thank you for your how, how do you say it properly? So everyone. Speaker 3 Knows it's Nikolaiko, but we can just leave it at N. Speaker 1 Nikolaiko, thank you. I appreciate that. Anya Nikolaiko, customer manager for Brain, who is located in our Troy office, but focus on North America customers. Welcome to you both. Speaker 3 Thank you, nice to be here. Speaker 1 Yeah, we're. Speaker 2 So good to have. Speaker 1 You we, we had the opportunity to meet in Sham this year when we were at CES as he came with his team to just to man a display about software defined vehicle. And I really wanted to find a way to include them in our podcast, which is North American Focus, hence Anya's participation. It's a great example of how we collaborate globally. From Engineering to Sales: Our Guests' Automotive Journeys So let's start with, let's start a little bit on the personal side with your personal journeys. Let's start with you, Hashem. Can you tell us a little bit about your background and kind of what led you to a career in the automotive industry and then, you know, eventually here to Valio? Lucky us. Speaker 2 Yes, so hello Linda, I'm very happy to be in your podcast. So about how I joined Valeo, I think I, I had an enthusiasm to the automotive and how cars are behaving and the different car models and so on since a very early age. And while I was studying engineering, I was fond also about embedded programming where you can see the output of your programming. So it's not like a web development or something like that. What I liked about it is that you program something and you can see how it's behaving in in in real world, physically, I mean, And I think joining Valeo was a no brainer because it has both sides. It's an automotive company. So I joined it almost after I graduated from college. Speaker 1 That's wonderful and. Speaker 2 It's been 20 years. Fast forward 20 years. Speaker 1 Oh my gosh. Speaker 2 It. Speaker 1 Can't be possible though. We're so we're. So think about all that you've accomplished with the company in that time. It's amazing. Speaker 2 Yes, Bajami has been amazing. Yes. Speaker 1 Yeah, cool. How about you, Anya? Speaker 3 Yeah. So I started at Valio almost 11 years ago and prior to that my my whole career has been in automotive. After I graduated at university here in Michigan, I started with with a German automotive company, spent a few years there. Really that helped me create a network and and meet a lot of people and understand how the industry works. And then from there I spend a few years on the OEM side being at what at the time was Chrysler. And then once I graduated, it was an FCA and then one of my prior directors from the first company I worked for worked for Value and he had an opening to come and manage an FCA account. Back then it was in the thermal division which is now power. So I joined on the front modules and spend a few years there. And about 7 years ago, I moved to Troy for what back then was a CDA, which is now Brain, which has been I guess most of my career value now has been Upbrain and, and it's been very generous because I got to work with a, an array of different products from sensors, cameras, EC, US, CCU and then now software. So it's been very exciting and very diverse for me. Speaker 1 Sure. Have you always been in the business development area? Speaker 3 Yes, I've been always been on the sales side of area. I like it. I like sales. I think it's it's it's also is a very, very dynamic. Speaker 1 Role, yes, for sure. And they always say you can people who love sales, it's easier if you love the product that you're selling, right. So we're we're a little biased, but I think that's true. But when you were when you were younger, like, what made you decide that you would go in that direction? Speaker 3 Well, actually I, my background in education is computer science and programming. So I did my bachelor's in that. And then from there I wanted to add a different component or not a different, but I wanted to diversify my ability and in case I, you know, I wanted to change further on. So I went into the MBA and I went to the local university, Oakland University, and through recruiting that landed me in the automotive. Speaker 1 Nice. Well, like I said, we're lucky to have both of you and just proves again, we have really smart people here at Valio. So I'm glad to be in your company and to work with you. Unpacking Our Roles: Driving Global Software-Defined Vehicle Collaboration So back to that, Hisham, you're a software business development director. What does that role specifically entail and what, what kind of projects does your team focus on? I mean, I know you make some really cool demos, but there's probably other things you work on. Speaker 2 Yes. So actually the transition in the automotive industry going more and more into software and software defined vehicle and happening that the Kaido site is one of the major hubs of software in inside Valeo. And also other than that we have the three divisions under one roof. So we have power, light and brain all under the same roof. And with the trend of abstracting the software from the hardware, my current rule is how we could help with the current business that we have to make this separation and make software as a stand alone product, which is an absolute need going more and more into a software defined vehicle. So my role is taking the leverage of Cairo site as one of the main software hubs in Valeo and having the three different divisions. So I work with all this all, all three divisions. How I can support these divisions when it when it comes to software as a product or software as a service, whenever we see an order forecast or see an opportunity that from an OEM site. So I'm aborting in that area. Speaker 1 So you work, I, I understood used to say you work with all of the divisions. Do you ever collaborate with the other technical Centers, for example, the technical center in Corretero? Speaker 2 Yes, yes, yes, definitely. So sometimes and some of the programs we need some local support, some special expertise. And this is where we try to for North America. We, we, we, we join or join forces with Critero in Mexico. So definitely we have good ties with the different technical centers in India, in China and Corotero and it depends on where the business located and the expertise required does. Speaker 1 That make sense? So like the sun never sets on the value of technical empire. Speaker 2 Right. Yes, exactly somebody. Speaker 1 'S working at all hours somewhere in the world. That's fine. How about you, Anya? I'm I'm sure there's not a typical day, but as as much as you can. What does your role look like? Speaker 3 Yep. No, you're absolutely right. I mean as a customer manager and I think it's being in sales in general and that that's the part that I really like is that I get to participate in so many different aspects of the business. I mean, you know, starting from the more traditional things like engaging customers with, with our teams and experts like Keisha and you know, have those advanced discussions that lead into RFIRFQ processes, hopefully some order intake. But then once we're in production, you know, there's different headwinds that are outside of the industry, political, economical shortages, escalations and you know, so get to participate in those. And, and really I feel like I touch every part of, of the vehicle and product development. Yeah, aspect of it which is which can be sometimes challenging and overwhelming, but it's always fun and it's never a dull day and the day. Speaker 1 Is never the same, no. And you know, after the pandemic, supply chain issues, you know, global political, geopolitical situations, I feel like there's no more resilient industry than than us. And nothing is surprising anymore. Speaker 3 Actually, yes, I would agree with you. Speaker 1 We find a way to get through it. You know, one thing I hadn't thought of to ask until now, but how is it that you 2 Connect and work together most often? What are you working on and how do you collaborate? Speaker 2 Want to go out down you? Speaker 3 Yes. So I've had a privilege to work with ESON for what a few years now, right, Ever since the SDV kind of came onto the horizon. And you know as as the software is getting separated from the hardware, the OEMs are, are they started with perhaps you know, trying to say where we'll do it in house, we want to do it ourselves. Well, as they come to the realization that you know, they're partners out there like Valio who have years and years of experience launch programs that have both hardware and software as well. And the extreme expertise, I mean parking is a great example. We've been doing it for over 30 years and we're one of the leaders in the industry. We have some really strong cases. So as we start engaging with the, with the software topics, with the customers, we were linked. Speaker 1 To Heesham. Speaker 3 And his team and really it's been always great working with, with the Cairo team. They know their stuff. Every tech review we've had with a customer, they come back very complimentary of the technical and expertise that we bring to the table. I mean, we've, we've had multiple customer meetings, RFQ meetings, tech discussions, face to face. So it's been, it's been really fun. And you know, like Isha mentioned, their team covers multiple domains. So one of the great examples of collaborations that I can bring was the, the lighting software business that we were awarded, which is the interior RGB lighting software. And we work closely with the Cairo team to bring that home. Speaker 1 That's awesome. But that's a great example. I appreciate you sharing that with us. I'm going to jump around into a little bit different area now. Decoding the Software-Defined Vehicle: More Than a Smartphone on Wheels I want to talk specifically about, well, first of all, before we do that, I want to talk. I think most people understand what software defined vehicle is, but I'm going to quiz myself. I left the industry for, I don't know, just a couple of years and I'm before 20. I came back in 2023 and just in those few years, what changed? What came flying onto the scene was, you know, day one, I come back and software to find vehicle. What's that? You know, that's what I had missed out on in just a few years and it had already gone so far. And you correct me if I'm wrong, but my layman's interpretation of it is we used to build a vehicle and everything that went inside the vehicle was guided by the frame of that vehicle and how it was regulated to be designed to meet certain safety requirements etcetera. Comfort and convenience things were built inside of that limitation or boundary if you will. And now as we as our technology grows, we are developing the vehicle more from the inside out. So what can we do with software infotainment comfort and convenience factors to make the vehicle safe potentially when it's an autonomous vehicle entertaining and then that is defining with the frame of the the architecture around it looks like. Is that a correct interpretation? Speaker 2 Maybe you can add. That's correct, but maybe you can add a few points. Speaker 1 Please, please do. Speaker 2 From an SDV perspective, yes. So one of the main changes is that we want the vehicle or SDV. So the software part will be the main differentiator. When you compare different models together, you don't compare mechanical power or hardware parts. The software will be the main differentiator which would help you select a car over the other. And when it comes to software it's easy to upgrade it during it's life lifetime. So traditionally you just had some features at production and that's it. But for a true SDV vehicle you are able to add more features whether by over there updates during the lifetime or even make some upgrades on the adding different sensors and or more compute. So are able to upgrade your vehicle from a hardware level by just plugging a new nodes or sensors and from the software level by adding more features by over there updates. And this is where you are able to have a future proof software defined vehicle, something that was not possible in the mechanical and hardware defined vehicle. Speaker 1 Thank you for rounding out my definition very well. I appreciate it. It's kind of like your phone, you know it. Speaker 2 Just upgrades. Exactly. Exactly. Speaker 1 And my vehicle did it recently. I have a 2023 Chevrolet EVU so Chevy Bolt EUV and it it stopped me and said you need to do an upgrade and all I had to do is push a button and leave the car for 10 minutes and it was fine. So it's going to be that. I know on steroids. Speaker 2 But the background, when we compare the automotive with the smartphone industry, the safety and security on the automotive is much higher than when you compare it to the smartphone. So the concept is the same, but when it comes to safety, it's a much more complicated for the automotive than the smartphone industry. Speaker 1 Yeah, very point very well made. Showcasing Innovation: The Impact and Evolution of Our CES Demo Sticking with you, Isham, I want to talk a little bit now about the display you brought to CES and we're going to show some of that footage here, but it was talk a little bit about how it was received by our customers and even the media who visited us this year, yes. Speaker 2 Yes. So yes, I think it was received very positively by the different customers and we have some interesting follow-ups maybe in the next weeks with the some of our main customers. We what we tried to display in this demo is that we want to have like a function demo. So real issues, real software and real features, not just showing concepts, but having something that is working on the this skateboard mock up that we have showcase at CS. And I think we showed very interesting features like the hot swapping of headlamps. I like the AI hyper personalization where you can adapt the vehicle to your very personal needs. Also the cloud to compute. I think this was an interesting feature that and even it was highlighted by Motor Trend as one of the coolest automotive demos yes and and the mobile sharing. So we, we had very cool feature and the scalability which was we already showed in 2025 and we even show it with not only scaling the compute but adding more features, more gadgets like the hot swapping of the headlamps. So this compliments that you are able to upgrade your vehicle during it's lifetime. So I think some of these features was interesting to the OEMs and of many press. And even there was this video by Autotrader that was very fun by the AI personalization and making a new animation on their headlamp or linking the battery with the rear lamp. So he made also some cool videos about that. So I guess because we received very positively by the press and by the OEMs. Speaker 1 I would agree, and we'll put a link to those videos in our show notes. It certainly was fun and he he did a really great job. He was thorough and in depth, but also had a good time with it for sure. How are you planning to evolve that? You know, you went, you talked about how you, how can you up that? Speaker 2 Yes. So, so when we design the the demo, it's usually we we, we make sure that it's fully functional, but we also try to make it interactive and that it's easy to understand. So whenever we show a feature, it's something that is visual, although the concept applies to non visual modifications. And so how we can up that, this is a challenge that we always face from one CS to the other, but we're working with the team. I think we have some ideas, but maybe we try to cook them to have it more concrete. But it's definitely it, it's one of the main challenges when we come from CS, how we will upgrade it. Sure. So far we're we're successful. So hopefully we're successful, I have no doubt. Speaker 1 I look forward to it. I have no doubt you'll you'll up your game even more. Anya, transitioning back a little bit to the customer perspective, how you you know, how is this technology that Shyam is describing helping customers meet their expectations here in North America? Speaker 3 Yeah. No, that's a really good question. I mean, this type of technology gets a lot of interest from our customers here. They are excited to see something of this specifically because in essence, I mean, it will streamline and, and simplify and also roof or, or make their development process stronger across all vehicle domains, right? It's not just addressing one item, it's a multiple vehicle domains that this can be used for. So now they're, they're definitely excited to see something like this. And and we've presented it also at the Value Innovation days in 2025, not exactly the CES version, but it was good feedback. Speaker 1 Nice, that's awesome. I I want to, I have one more question for you before we go into a little bit more fun. But this is all fun. Unlocking the Future: Major Opportunities in the Software-Defined Vehicle Era What do you see? Let's start with you, Anna. What? Anya, what do you see is the biggest opportunity for us, for Valigo in the STV space in the coming years? It's moving so fast. I know. Yeah. Speaker 3 No, it's moving so fast and it's, it's, it's very fluid. And you know, the opportunities in this DV can be significant. And, and frankly, I don't, I don't think that all of them are realized just yet, right? Because we're not there yet. And I think more, I am confident the more will come as we get into really the, the SDV world when it's, it's working and grinding from you know, monetization or the sales perspective. I mean, is the subscriptions, right that will make a difference. So when the end user, the driver selects a feature. And subscribe to that feature. It'll not only will benefit the OEMs, but it'll benefit the, you know, the, the, the tiers like Valio and it, it, it is the elimination of the hardware aspect of it because the hardware will be not, not needed to touch because it's, it's SDV will accommodate for all of it with the architecture. On the other hand, what you know, what is also a little bit of a bigger picture is it, it's, it's about partnership. So it's not about the tier, it's not about the OEM, it's not about the SoC. It's about the partnership between those three, let's say players that will make the STV successful. And it's, it's, it's a even collaboration or it's a equal collaboration amongst those players to where that will allow delivering those features and for the end customer and really making that experience and that will be the differentiator for the OEMs. Speaker 1 Doesn't it sounds? It sounds exciting too. How about you, Hashem? What do you see? Speaker 2 So maybe one point I missed before I go into that is for the CS demo we usually make sure to have all different domains or different applications from different domains from light, power and Bane. Speaker 1 That's right. Speaker 2 And this is a requirement going more and more into centralization and into SDV that we are able to host all these different domains on the central compute unit. And maybe I'd like to thank the the, the, the, the, the great team in Cairo who work on that demo and support that we got from all three divisions while working with that demo, so. Speaker 1 No, of course I'm glad. Speaker 2 You with that from from this podcast, yeah. Speaker 1 Yeah, I'm thanks for going back to that point. Sure. Yeah. Speaker 2 Maybe for, for the opportunities in Vallejo, for for Vallejo in that space, I think there are three major trends. So the SDV and centralized architecture think this is 1 big trend. The other big trend is AI and how it's affecting and how it's booming now. And the third trend is cloud connectivity. So all these trends are actually converging together. So centralized architecture are now having more centralized compute that are more and more powerful. AI is getting more and more optimized. So you could host some of the AI algorithm on that central compute that is getting more powerful and the AI itself is getting more and more optimized and all of that with the cloud connectivity, there is this 4G5G connectivity with the cloud. So all of this while all these trends are converging, it opens many opportunities in the automotive industry. And Valeo is positioned to make use of these opportunities in in in the automotive industry. Speaker 1 Well, clearly, and it's accelerating fast just to see the evolution of even just that display over not years, months, how fast it's moving to, to display our differentiating technology. It's really cool. So thank you. Quick Takes and Thank Yous: Wrapping Up Our SDV Discussion Well, this has been awesome. I think I could go on for a long time learning from you both. There's a lot to learn, but I want to transition before we end to a little bit of a fun game we call Rapid Fire. I'm doing a little differently than I'm asking you each different questions, so bear with me, but just want you to come. It helps us get to know you a little bit more, see how how your your minds work, how we interact with each other. Mostly it's just a little bit of fun. So I'm going to hit you with a quick question and what first comes to your mind. Just a couple minutes or a couple words. So Hashan, let's talk. Let's start with you. OK, You ready for the rapid fire? OK. Speaker 2 Leticia. Speaker 1 Favorite thing besides those palm trees swaying behind you while it's snowing here? Favorite thing about working in Cairo? Speaker 2 I think the energy and working with skeleton engineers and we have like this and make it happen mindset so we're able to make things happen. Speaker 1 I feel that even in the limited interactions I have with people there, like Miriam for example, shout out to the communications team. I feel that with her certainly, and she that comes through through her from the vibe that that is there in Cairo and I'll have to find a reason to come there and experience it myself. What's one piece of technology that Sham can't live without? Speaker 2 I think now AI, so I'm relying on AI and and maybe my my coffee machine. Speaker 1 Those are 22. Speaker 2 Good things. So two pieces of technology. Yeah, yeah. Speaker 1 Hopefully this is not the coffee machine, but what is the most exciting project or technology you've worked on? Speaker 2 I think I I have it's, it's hard to conclude only one. That's why I work in different projects with different OEMs across different continents. But I think as the SDV and CS demo usually have a certain taste in my heart while seeing the reaction from the different vistas, I think it's very interesting to work on. Speaker 1 And it's such a great way to highlight and feature your team's work, you know, in a demonstrable, I mean, it's demo tangible, a way that you can touch, feel and experience. So I can see that. What's one word to describe just one? You can't use three. Like software defined. OK, one word to describe the future of cars. Speaker 2 I could use maybe 2 SO living space and a companion SO. Speaker 1 OK, I'll go to you. Those are very good descriptions. So you can have those. Mine, the word that comes to my mind is connected, like connecting people, connecting technologies. I don't know, that's just what comes to my mind. Anya, let's switch over to you, your rapid fire. First thing, favorite part of working with customers? Speaker 3 I would say it would be. The versatility is my favorite part. Like I mentioned, I mean my career at Valley have been at sales and I don't think I would stay in the same role if it wasn't exciting and challenging and different everyday. Speaker 1 And I've had the experience to meet with some of our customers from time to time on different projects. And I'm always amazed and impressed by the level of, I would say collaboration, the how impressed they are honestly with the the people that they work with at Valley. Oh, it's truly a partnership. It's great to see what would be your dream car to drive. It can be an old car, a new car, it could be the Jetsons car, whatever. What's your dream car? Speaker 3 Yeah, so I already had my dream car. The first car I bought myself was my dream car and it was a Mini Cooper S. Speaker 1 Nice. Speaker 3 Manual, yes. And it still holds a very It still holds a very big spot in my heart. I don't have it anymore. They're all fun to drive. Yes, it it, it's, it's a fun car to drive and it's my dream car, my favorite car. Speaker 1 Nice, I love it. OK, a little more fun, go to work snack and I'll share mine 'cause it's really silly. Mine is a Tootsie pop. I don't know, I just need a little bit of sugar occasionally and it's not too bad. So what's yours? Speaker 3 So anybody who works with me in the same office knows that I have a pantry full of snacks. Speaker 1 And I'd like to. Speaker 3 Share them. Speaker 1 You're on the 2nd floor, right? Speaker 3 I'm on the 2nd floor, OK. Speaker 2 I came just for a couple of days and I already knew this about Anya. Speaker 1 So nice. Well, now I'm going to check out the pantry. So, you know, I have usually a bunch of Tootsie pops in mind, so you're welcome to them. Thank you. OK, one word, just one, just one word. See if you can do it. Anya to describe Valio's approach to innovation. Speaker 3 Comprehensive. Speaker 1 That's a good word. Speaker 3 Agile. Agile. Agile, Yes. Speaker 1 Thanks for adding that. Well, cool. Well, this has just been so interesting to me and fun. I really appreciate it and I thank you. Thank you both for joining us on the podcast. I, I just appreciate you sharing your insights and it's honestly, it's just inspiring to hear how our teams really collaborate around the world between you 2 and other other areas, the company and locations here in North America and Asia, everywhere. It's really impressive and you get me really excited to learn more about what's happening in the future and understanding the innovations like software defined vehicles. So we really appreciate you taking the time to join us on Value of Voices and to share more about it. Speaker 2 Thank you, Linda. Thank. Speaker 3 You for the opportunity. Speaker 1 Oh, we're so glad to have had you. Well, that's all for this episode of Value of Voices. We really hope you've enjoyed learning a little bit more about the people who make value of Thrive. Please join us next time for another inspiring conversation. And you have suggestions about topics or guests that you'd like us to talk to. Please let me know and reach out at any time. Thank you very much.