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78 DESIGN007 MAGAZINE I JANUARY 2021 Qualcomm Technologies, Inc. and Great Wall Motor Company Limited (GWM) have announced the companies' working relationship in autonomous driving, under which GWM will use the Qualcomm Snapdragon Ride Platform to build its advanced intelligent driving system of high computing power—GWM "Coffee Intelligence" system— and adopt the system in its premium production vehicles starting in 2022. The Snapdragon Ride Platform, one of the automotive industry's most advanced, scalable and open automated driving solutions, aims to address the complexity of autonomous driving (AD) and Advanced Driver Assistance Refer to our column and the PCEA website to stay up to date with the scheduled industry events. If you have not yet joined the PCEA collective, please visit us at pce-a.org and find out how to become a PCEA member. Conclusion The most productive, long term changes within a society do not come through nega- tive agitation but through education, science, and truth. In our PCB engineering culture, we are occasionally affected by "disruptive tech- nology." Though sadly, disruptive technology can wipe out an entire industry—think of what troubles the LED caused to the incandescent light bulb industry. We might consider this an example of technologists inciting "good trouble"—a significant change in technology based upon the long-term benefit of the entire society considered. Long-term benefits for all. The PCEA doesn't want to help educate our industry stakeholders so we can all speak truth to power and get fired the next day by manage- ment or customers who can't handle the truth. Our organizational goal involves collaborating to help create and inspire an entire industry of informed people who have their industry's long term best interests and success for all in mind. See you next month or sooner! DESIGN007 Kelly Dack, CIT, CID+, is the com- munication officer for the Printed Circuit Engineering Association (PCEA). To read past columns or contact Dack, click here. System (ADAS) use cases across industry segments by leveraging its high-performance, power-efficient hard- ware, industry-leading artificial intelligence (AI) technolo- gies and pioneering autonomous driving stack to deliver a comprehensive, cost and energy efficient systems solu- tion for multiple classes of vehicles. "GWM and Qualcomm Technologies have deep and longstanding relationship across many technology areas. The Snapdragon Ride Platform brings forth Qualcomm Technologies' deep expertise in computing, AI, connec- tivity and security, and is designed for demanding auto- motive safety," said Lei Xian, vice president of sales and business development, Qualcomm International (Shang- hai) Co., Ltd. "Data explosion in the era of AI has driven a huge demand for data processing throughput and computing power. Thanks to the high computing capabilities and scalability of the Snapdragon Ride Platform, GWM will be able to offer comprehensive multi-segment capabilities in our future vehicles, from driver assistance system to high-level autonomous driving," said Kai Zhang, head of Intelligent Driving for Great Wall Motor. (Source: Qualcomm Technologies) Qualcomm, Great Wall Motor Work to Deliver Premium Smart Mobility Experiences