Success through innovation and awareness
The German automotive industry offers innovative start-ups, such as Aurora Labs, an environment with numerous opportunities. Despite – or because of – the upheaval in the automotive industry, German manufacturers are still among the world leaders. However, the industry has recognized that it needs new innovations and support in times of alternative drives, connected cars and increasingly software-based vehicle functions.
To seize this opportunity, Aurora Labs launched its PR work in the DACH region in 2018. HBI has supported the start-up right from the start. With a comprehensive communication concept, the PR professionals ensure that the awareness of Aurora Labs in the trade press and among automobile manufacturers and industry experts is increased. To this end, HBI relies on the placement of articles and press releases on the one hand, and on the organization and support of events and industry awards on the other.
A highlight of the PR year 2019 was certainly Aurora Labs’ decoration with the renowned eMove360° Award, the award for electric and autonomous mobility. In addition, Aurora Labs was represented at other industry events such as the VDI ELIV Congress or the “Future of AI in Automotive” Congress, at which HBI was able to place Aurora Labs CEO Zohar Fox as speaker. HBI is even active at events overseas, such as the CES in Las Vegas, and was able to organize several interviews for the Israeli start-up.
In addition to events and awards, the PR work focuses on the placement of professional articles. HBI benefits from its many years of expertise in highly complex technology and IT topics. As a result, the PR professionals were able to work through the complex topic of self-healing software in an understandable and interesting way, both for laypersons and for the specialist audience. The PR work is rounded off by the distribution of press releases, pitches and comments to the HBI journalist network. The results speak for themselves: numerous placements in the trade press, multiple reporting in top media and a clearly increased awareness among trade journalists and industry experts.
“Our goal is to increase trust in software-based automotive features and make the automotive industry future-proof”, says Roger Ordman, EVP Marketing at Aurora Labs. “With our Self-Healing Software solutions, automotive manufacturers have detailed insight into the behavior of the millions of lines of automotive software code. I partnered with HBI while working for a previous company, and based on that successful relationship, I chose to work with them again. Furthermore, as a start-up based in Israel selling into the German market, HBI can move at the fast-pace we need and they also have the key contacts in Germany to increase the awareness of Aurora Labs contributing to our overall success.”
The success story between Aurora Labs and HBI is to be continued in the future.
Self-Healing-Software by Aurora Labs
Aurora Labs‘ Self-Healing Software takes care of all four phases of vehicle maintenance – detecting and correcting faults, updating the software and validating the new software version. First, a machine learning algorithm analyzes the relationships between the millions of lines of software code in the vehicle. This enables car manufacturers to detect anomalies in the software behavior. The solution can predict which of these anomalies will become problems and lead to system failures. When a problem is identified, the solution seamlessly resets the affected software to the last secure version.
Basically, the car heals itself, preventing downtime and malfunctions. The third step is the update, which takes place over the air. This prevents downtimes and the vehicle can continue to operate even during the update. Finally, the structure, relationships and dependencies of the software are checked in real time. An algorithm identifies which lines of code are affected by the update and whether functions have been changed or added as a result. This also facilitates Type Approval, the process car manufacturers have to go through when adding new functions or updates to a vehicle.