Tata Technologies, a global leader in engineering and digital services, has launched its new brand campaign, #EngineeringASoftwareDefinedFuture, aimed at empowering manufacturing companies accelerate their journey toward software-led intelligent products.

With the introduction of this new campaign, the company is also reaffirming its dedication to advancing the transformation of the automotive, industrial heavy machines (IHM) and aerospace industries via the use of software and digital technologies. With software and digital-led mechatronics solutions that cover the whole product value chain, from turnkey Software-Defined Vehicles (SDVs) to AI-powered smart manufacturing and intelligent software-defined enterprises, Tata Technologies is enabling industries to transition to software-differentiated products.

This new brand strategy, which was unveiled at ELIV 2024 in Bonn, Germany, highlights Tata Technologies' commitment to providing clients with software-led mobility solutions throughout the entire value chain. The company is assisting in modernising operations, increasing efficiency and delivering competitive, sustainable products that transform customer experiences from concept to service. Its leadership in turnkey product development and more than 30 years of manufacturing domain knowledge are combined with digital technologies. Over the next few years, Tata Technologies plans to dramatically increase its software and embedded work revenue as part of its growth strategy. This will demonstrate the company's dedication to providing cutting-edge, software- and digital engineering-led solutions that satisfy the changing demands of the market.

Warren Harris, CEO, Tata Technologies, said: “The #EngineeringASoftwareDefinedFuture campaign reflects the evolution of Tata Technologies as a leader in the software-driven transformation of industries in the AI era. We are empowering our clients with intelligent, connected solutions that redefine mobility and manufacturing IT systems needed by software-defined enterprises. Our strategic joint venture with BMW that we announced recently is a testament to this commitment, as we collaborate to develop next-generation Software-Defined Vehicles (SDVs) and Business IT solutions that push the boundaries of innovation and sustainability. Together, we are not just engineering better products – we are engineering a smarter, more sustainable future.”

Santosh Singh, EVP & Global Head – Marketing and Business Excellence, Tata Technologies, said, “Our new campaign, #EngineeringASoftwareDefinedFuture, represents our commitment to driving the future of smart, connected and sustainable products. By blending software-led digital engineering with our turnkey product development capabilities, we’re empowering the next generation of engineers to develop intelligent products and systems that redefine industries and make them future-ready. Together, we’re shaping a world where engineering solves humanity’s greatest challenges and transforms the way we move and connect.”

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Following its international unveiling at CES 2026, drivebuddyAI, a leading innovator in AI-powered Advanced Driver Assistance Systems (ADAS) and Driver Monitoring Systems (DMS), recently demonstrated its technology at the ARAI ADAS Test City. The company presented its range of vision-based Advanced Driver Assistance and Driver Monitoring Systems, focusing on their reliability in the varied and challenging conditions typical of Indian roads.

Live demonstrations were conducted using a heavy commercial vehicle to showcase the platform's versatility in meeting various compliance standards. A single, integrated hardware and software setup, utilising a fused network of cameras for 360-degree perception, executed multiple test scenarios simultaneously. These included a driver monitoring system that detects drowsiness, distraction and seatbelt usage in line with both Indian and European regulations. Further tests illustrated the vehicle's ability to warn of pedestrians moving into its path, identify potential collisions with cyclists in blind spots and issue forward collision warnings by combining radar and camera data.

Beyond merely fulfilling test requirements, the demonstrations highlighted practical applications that extend into everyday driving situations. This focus on real-world functionality is backed by extensive validation, with the company's systems having analysed nearly four billion kilometres of driving data. This has reportedly led to significant safety improvements, including a marked decrease in incidents caused by driver fatigue and a substantial reduction in overall fleet risks.

Currently validated for commercial vehicles against India's AIS-184 standard and Europe's stringent General Safety Regulation and Euro NCAP protocols for 2026, the technology is also adaptable for passenger cars. This scalability offers automotive manufacturers and their suppliers a pathway to not only meet but surpass upcoming global safety mandates. By refining its AI through extensive fleet operations over billions of kilometres before adapting it for original equipment manufacturer compliance, drivebuddyAI aims to deliver a mature, rigorously tested product that ensures an enhanced user experience.

Nisarg Pandya, CEO and Founder, drivebuddyAI, said, “ADAS Test City from ARAI is a great initiative, and we value participating in a format where we can showcase live demonstrations to a large audience together on the vehicle. This time, the turnout was significant and provided a strong opportunity to establish drivebuddyAI as one of the key players in the upcoming OEM compliance requirements. The engagement and response we received were phenomenal, reinforcing both the market need and the industry’s confidence in our solutions. The upcoming ADAS-compliant vehicles must have technology that works in Indian scenarios to achieve meaningful safety improvements and reduce fatalities.”

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Bharat Forge and VVDN Technologies have signed a Memorandum of Understanding (MoU) to explore collaboration across the automotive, defence and data centre sectors. The agreement establishes a framework for the joint development of products, including AI server platforms and autonomous systems.

The partnership combines VVDN’s capabilities in electronics design, software and system integration with Bharat Forge’s experience in manufacturing and precision engineering.

The companies intend to target opportunities in next-generation technologies. Key areas of focus under the MoU include development of systems for vehicle platforms, engineering solutions for defence applications and design & manufacturing of AI server platforms to support generative intelligence and sustainable computing.

The collaboration is designed to create a framework for knowledge exchange and operational efficiency, allowing both entities to address the requirements of the global AI ecosystem.

Amit Kalyani, Vice-Chairman & Joint MD of Bharat Forge, said, “This partnership enables us to leverage advanced technologies, accelerate innovation, and enhance the quality of solutions we deliver to our clients and stakeholders. By aligning with partners who share our vision for excellence, we create a robust ecosystem that fosters knowledge exchange, operational efficiency, and long-term value creation. Such alliances are integral to our strategy, ensuring that we remain competitive, future-ready, and capable of addressing the evolving needs of the markets we serve.”

Puneet Agarwal, CEO, VVDN, said, “This partnership with Bharat Forge aligns with our vision of driving innovation through advanced engineering and digital technologies. By combining our product engineering and manufacturing strengths with Bharat Forges domain leadership, we aim to accelerate the development of next-generation solutions across automotive, defence and data centre ecosystems, amongst other next-gen technologies.”

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Catena-X Automotive Network, a non-commercial organisation, has identified three shifts in data exchange that are expected to define the global automotive industry in 2026. The association reports that data collaboration is becoming a board-level priority and a prerequisite for trade as eight of the world’s top ten suppliers join the ecosystem.

The association brings together a coalition of OEMs, suppliers, technology providers, and industry bodies, including ADAC, AIAG, BMW, Mercedes-Benz, Porsche, Renault, Volkswagen Group companies, Volvo, VDA, TÜV SÜD, Fraunhofer, Amazon Web Services, Huawei, Microsoft and Magna, among others.

Catena-X suggests that data fragmentation is becoming a trade barrier. Regulations such as the Carbon Border Adjustment Mechanism (CBAM) and the EU Digital Battery Passport increase the requirement for product-level evidence. Failure to produce consistent data can result in market exclusion or increased costs.

The association provides standards designed to make documentation reusable across partners. This approach aims to prevent the need for bespoke integrations for every customer, particularly for Tier 2 and Tier 3 suppliers where data readiness varies.

Data management is increasingly competing with R&D and intellectual property for budget allocation. Catena-X warns that compliance costs can rise from 0.05 percent to 2 percent of revenue if reporting remains manual and duplicated.

To address this, the network utilises toolkits such as the Product Carbon Footprint (PCF) framework. Standardised inputs allow sustainability data to be shared across companies, which the association claims is up to five times more efficient than legacy reporting methods.

Software Traceability and Cybersecurity

In 2026, software risks are expected to become a primary trigger for vehicle recalls. As vehicles become software-defined, the ability to trace code lineage and component provenance is necessary for risk management.

Catena-X highlights the Software Bill of Materials (SBOM) as a tool for triage during cyber incidents. Making software versions and dependencies visible across tiers allows for faster responses to security vulnerabilities.

Hanno Focken, Managing Director, Catena-X, said, “We are seeing a major shift in what the industry is being asked to prove. Data is becoming a condition of trade and a real cost-to-serve. At the same time, cyber incidents are increasingly becoming a product recall risk. Work that used to sit in the background is now affecting market access and margins. Catena-X exists to make trusted interoperable exchange practical across every tier of the supply chain, while protecting data sovereignty.”

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Valeo has announced that its extended reality (XR) gaming experience will enter series production on the Renault Filante, the flagship vehicle from Renault Korea. The system, titled ‘R:Racing’, is based on the Valeo Racer concept unveiled at SXSW in 2024.

The technology represents the first XR gaming experience integrated into a production vehicle. It utilises existing sensors, cameras and hardware to blend virtual gameplay with the live environment. By synchronising gameplay with vehicle motion, the system is designed to reduce the sensation of motion sickness often associated with in-car screens.

The integration into the Renault Filante demonstrates how software-defined vehicle architectures can repurpose hardware for digital experiences. The system uses real-time data and sensor fusion to create a motion-synchronised experience for passengers.

The Renault Filante, developed and produced in Korea, is a crossover featuring connectivity and digital interfaces. The vehicle serves as the launch platform for Valeo's shift from automotive engineering into immersive cockpit technologies.

Marc Vrecko, CEO, Valeo Brain division, said, “The transition of the original Valeo Racer concept to series production is a clear illustration of how Valeo turns innovation into concrete customer value within a short period of time. Together with Renault Korea, we are redefining the in-car experience by combining perception technologies, software and creativity to make mobility more engaging, without compromising safety.”

Nicolas Paris, CEO, Renault Korea, added, “The Renault Filante embodies our ambition to deliver vehicles that combine emotional design, advanced technology and meaningful digital experiences for our customers. Working closely with Valeo on this world-first XR gaming production feature demonstrates the strength of our partnership and our ability to bring cutting-edge innovation from concept to reality.”

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