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Nvidia turns to driver-assistance market as robo-taxis stall

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Nvidia Corp, whose semiconductors power data centers, autonomous cars and robots, said on Thursday it plans to enter the market for technology that helps cars with automated lane-keeping, cruise control and other driver-assistance features.

FILE PHOTO: A rendered image of the NVIDIA Orin chip, which is used for a new platform the company launched on Thursday that can support everything from safety driving technology all the way to self-driving technology for robotaxis, is seen in this undated handout image released to Reuters on May 13, 2020. NVINDIA/Handout via REUTERS

But such vehicles, some of which are known as “robo-taxis,” remain years away from mass adoption. Even before the coronavirus pandemic hammered the world economy, automakers such as General Motors Co and Ford Motor Co were dialing down their expectations for self-driving cars. Danny Shapiro, senior director of automotive at Nvidia, said the shift in strategy is aimed at meeting the existing needs of automakers that struggle with maintaining two systems - one for the driver assistance available today, and one for more advanced self-driving technology for the future.

“We have a single architecture that will enable the automaker to span every potential level of automation they want to deliver and put that software-updatable system in every single vehicle,” Shapiro said.

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