Pune-headquartered automotive major Force Motors has inked a strategic partnership with Zoho Corporation to upgrade its customer experience and dealer management systems.

This initiative is part of Force Motors’ Project DigiForce, a digital transformation program that leverages technologies across the value chain to drive innovation, improve productivity and enhance customer satisfaction.

The auto major will deploy Zoho’s Advanced Customer Relationship Management (CRM) and Dealer Management System (DMS), along with a suite of 12 AI-powered front-office applications across its network. This integrated, cloud-based solution will replace legacy systems, bringing in cutting-edge capabilities to modernise marketing, sales, service, customer engagement and internal collaboration.

The solution will streamline dealer operations and create a unified platform for teams, dealers and customers.

At present, Force Motors operates a network of over 200 dealerships, 70 authorised service centres and 30 parts centres across India, supported by international distributors in more than 40 countries.

Prasan Firodia, Managing Director, Force Motors, said, “Through Project DigiForce and our partnership with Zoho, we are aiming for a significant transformation in the way we deliver customer experience. The technology solutions from Zoho will also enhance the capabilities of our dealers and distribution partners in India as well as in our global markets. Our collaboration with Zoho, a global technology leader rooted in India, aligns perfectly with Force Motors’ commitment to advocate innovation and technology development in India.”

Mani Vembu, CEO, Zoho, said, “Force Motors has long been a symbol of indigenous engineering excellence, backed by a strong nationwide dealer network and a growing global footprint. With Project DigiForce, they are complementing that legacy with a forward-looking digital vision to transform customer engagement across the entire lifecycle – from discovery and purchase to service, support and ownership. This partnership reflects a shared commitment to reimagining customer experience as a strategic driver of growth. Together, we are building a connected ecosystem where technology simplifies operations, strengthens collaboration and delivers contextual, intelligent engagement at every touchpoint."

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Mahindra & Mahindra, one of the leading SUV manufacturers in the country, has announced that extended its partnership with Dolby Laboratories to equip Dolby Atmos audio, to its new XUV 3XO SUV.

This move will make XUV 3X0 REVX A variant, the most affordable SUV globally at INR 1.2 million, to feature the immersive audio technology.

For the unversed, Dolby Atmos was originally developed for cinemas, which features a multidimensional sound experience that places listeners directly within the audio, revealing details with unparalleled clarity and depth.

The Dolby Atmos system is now available in the REVX A, AX5L, AX7 and AX7L variants of the XUV 3XO. Each of these models will come equipped with a six-speaker audio layout that has been meticulously tuned to the vehicle’s unique cabin architecture. The top-tier AX7L variant will further enhance the experience with an additional subwoofer for deeper bass and a truly cinematic soundscape.

R Velusamy, President of Automotive Business (Designate), Mahindra & Mahindra, stated that the introduction of Dolby Atmos in the XUV 3XO, particularly at a sub-INR 1,2 million price point, ‘redefines in-cabin audio with immersive sound for a larger group of general consumers.’

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Helm.ai, an autonomous driving AI software company, has signed a multi-year joint development agreement with Japanese auto major Honda Motor Co., to accelerate development of Honda’s next-generation self-driving capabilities, including its Navigate on Autopilot (NOA) platform.

The partnership will leverage Helm.ai’s full stack real-time AI software and large-scale autlabeling & generative simulation foundation models for development and validation. Honda will utilise it on Advanced Driver Assistance Systems (ADAS) for production consumer cars.

Helm.ai on its part will provide its full suite of products geared toward highway and urban autonomy, including its perception stack (Helm.ai Vision), vision-based real-time path prediction AI (Helm.ai Driver) and generative simulation models (VidGen-2, GenSim-1, GenSim-2 and WorldGen-1). The solution is powered by Helm.ai’s Deep Teaching technology, enabling real-time AI systems and offline foundation models pre-trained on large-scale, diverse, multi-modal datasets. This the company shared, can be further adapted to meet Honda’s specifications for safe, reliable and scalable deployment.

Honda’s NOA system utilises an end-to-end (E2E) AI architecture that controls everything from environmental perception to decision-making and vehicle actuation. It is designed as a partially automated system, which currently requires constant driver attention, supporting both highway and complex urban driving.

The Japanese automaker aims to scale this E2E technology across a broader vehicle lineup and is developing a system that highly assists in operating the accelerator and steering throughout the entire route to the destination, without distinction between regular roads and highways, with mass production targeted after 2027.

Mahito Shikama, Vice-President of Software Defined Vehicle Business Supervisory Unit at Honda Motor Co, said, “This joint development supports Honda’s goal of realising safe and affordable automated driving technologies for our global customers. Through our collaboration with Helm.ai, we are advancing the development of AI technologies that enhance the real-world applicability of autonomous driving systems, bringing us closer to a future with zero traffic collision fatalities.”

Vladislav Voroninski, CEO and Founder, Helm.ai, said, “We look forward to entering the next phase of production development with Honda, as they expand their in-house efforts to deploy cutting edge autonomous driving technologies in mass market vehicles. This joint development highlights our shared vision of enabling AI-powered mobility at scale.”

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Elektrobit is all set to participate in the upcoming 2025 IAA Mobility conference in Munich, scheduled to be held from 9-14 September 2025. The company will display its growing portfolio of open-source and virtual development tools designed to accelerate the creation of software-defined vehicles (SDVs). The company’s technology supports a wide range of automotive software needs, from human-machine interfaces and over-the-air updates to cloud-native workflows and safety-critical systems.

Located at the AUMOVIO booth in Hall B1.B01, Elektrobit will demonstrate how its solutions enable carmakers and developers to design infotainment and SDV applications independently of hardware. This cloud-native approach allows for early prototyping, helping teams bring high-quality features to market faster and at a lower cost.

Elektrobit will also be featured in several key partner demonstrations. At the AWS booth, a presentation will detail how the EB corbos Linux for Safety Applications enables scalable, ASIL B-compliant development in the cloud. With Google, a session will showcase a no-code method for rapidly transforming UX designs into a functioning Android Automotive system. At the HERE booth, Elektrobit software will be shown powering a virtual ecosystem for next-generation infotainment and navigation. A collaboration with Sonatus will highlight virtual development and efficient over-the-air update capabilities.

Elektrobit’s global executive team, including CEO Maria Anhalt, will be present at the event to discuss the company's vision and its expansive industry ecosystem.

Anhalt said, “IAA Mobility 2025 will demonstrate the fundamental transformation that is happening within the automotive business; as such, it is a significant event for the automotive ecosystem and for the direction of travel for SDVs. More than ever before, partnerships and collaboration are the catalysts for change. Elektrobit is excited to be driving this transformation, along with our partners, with solutions that empower automakers to deliver smarter, safer and more sustainable vehicles offering new levels of speed, flexibility and scalability.”

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The Automotive Research Association of India (ARAI) will host its 19th biennial Symposium of International Automotive Technology (SIAT) from January 28-30, 2026, at the PIECC in Pune. This year's event is themed ‘Innovative Pathways for Safe and Sustainable Mobility,’ continuing a legacy of bringing together key players in the automotive sector.

ARAI, an autonomous body under the Ministry of Heavy Industries, has organised this flagship event since 1985. Over the years, it has become a platform for policy formation, with previous editions attracting notable figures like Former President Dr. A.P.J. Abdul Kalam and automotive industry veteran & Padma Shri Dr. Pawan Goenka. The event receives consistent support from the Ministry of Heavy Industries and the Ministry of Road Transport and Highways.

SIAT 2026 is expected to be a major hub for innovation and discussion, with over 2,000 research abstracts already being received, highlighting strong interest from the global research community.

The three-day event will feature 64 technical sessions, three keynote speeches and two expert panel discussions. Topics will cover a wide range of automotive technologies, including e-mobility, hydrogen fuel cells, Advanced Driver Assistance Systems (ADAS) and alternative fuels.

In addition to the symposium, the SIAT Expo 2026 will run concurrently, providing a platform for global companies to showcase their latest products and innovations. The previous SIAT in 2024 drew over 2,000 delegates and 7,000 visitors, with dedicated areas for hydrogen technology, ADAS demonstrations and a special pavilion for Indian startups and small and medium-sized companies.

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