HBI communicates new era of the connected car for Aurora Labs
The Israeli start-up Aurora Labs has been developing its Vehicle Software Intelligence solution for the automotive industry since 2016. With its in-vehicle software management solution, the company is paving the way into the era of software-based cars. More and more computers with more and more software are being installed in modern vehicles – new cars today are, so to speak, “software on wheels”. Aurora Labs’ solution is capable of analyzing the software code in the vehicle, predicting and solving problems. This way, the start-up ensures that the car operates smoothly and ensures the safety of the vehicle and driver.
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 2021 was certainly Aurora Labs’ attendance at IAA Mobility. This was Aurora Labs’ first attendance at such a large industry trade show in Germany. For this reason, media relations were especially important to put this future-oriented topic on top of the media’s agenda that are leading the industry.HBI invited media representatives for interviews during the IAA Mobility and created profound and competent content around Aurora Labs at the trade show. Top media such as Focus visited the booth and will include Aurora Labs in their post-show coverage. HBI succeeded in preparing a highly complex technical topic in such a way that its relevance became comprehensible to a broader audience.
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 Vehicle Software Intelligence 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 Vehicle Software Intelligence solution, 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.
Vehicle Software Intelligence by Aurora Labs
Aurora Labs is pioneering the use of Software Intelligence to solve the challenge of automotive software development. Created using Aurora Labs’ Line-Of-Code Intelligence™ technology, the Vehicle Software Intelligence solution collects granular and actionable data from complex automotive systems, applying AI to enable software transparency and management. Aurora Labs’ technology detects and validates changes in the software lines-of-code for OTA updates, and analyses system-wide software dependencies and behavior to improve software quality and enable predictive software maintenance throughout the vehicle lifecycle.
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.