Andrew Macleod

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Andrew Macleod is director of automotive marketing at Mentor, a Siemens Business. He has more than 15 years of experience in the automotive software and semiconductor industry, with expertise in new product development and introduction, product management and global strategy, including a focus on the Chinese auto industry. He earned a 1st class honors engineering degree from the University of Paisley in the UK, and lives in Austin, Texas.

Author's Latest Posts

Automotive Features Prominently At DAC 2017
By Andrew Macleod - 01 Jun, 2017 - Comments: 0

Excellent automotive content features prominently at DAC 2017, which starts June 18th in my hometown of Austin. This of course is fitting given that Austin hosted the world’s first truly self-driving car ride just a few months ago. Our mayor, Steve Adler, called Austin the “the Kitty Hawk of driverless cars,” proving he has a future in tech marketing once he’s done with public service. ... » read more

Five Automotive Megatrends
By Andrew Macleod - 03 Nov, 2016 - Comments: 0

We see the term 'new mobility' becoming a catch-all for everything happening in connected, autonomous, electric vehicle development. It’s too broad a term to describe the future, we need to drill down a level. We have to look beyond automotive today, see where industry technology convergence is taking us, and identify the megatrends. Here at Mentor Automotive, we have identified five: Connect... » read more

Engineering Challenges Of ADAS
By Andrew Macleod - 04 Aug, 2016 - Comments: 0

Advanced driver assistance systems (ADAS) have made tremendous strides in the past decade. The technology is part of the larger thrust to improve safety of cars, which cause over a million deaths per year around the world. Fortunately, fatal crashes have been on a steady decline for decades even as automobile usage has gone up. This is due in large part to safety-related technologies, including... » read more

Automotive Digitalization And The Customer Relationship
By Andrew Macleod - 07 Jul, 2016 - Comments: 0

A current big idea that’s kicking around, one that motivates much of what we’re trying to do with Mentor Automotive tools and services, is that digitalization represents the third relatively recent disruption of the auto industry. Yes, the effects of the first two, the opening of China and the electrification of the powertrain, are still being felt. But the effects of the third will almost... » read more

Perspectives on the Future of Mobility from SAE World Congress 2016
By Andrew Macleod - 05 May, 2016 - Comments: 2

The discussions rage on, and I'm not talking about any election banter, which is growing tiresome. (I’ll note here that election cycles back home in the U.K. last just a month or so.) I’m talking about the future of mobility, the way you and I get around in the world — a hot topic last month at SAE World Congress. Along with much of the rest of the automotive engineering community, I w... » read more

The Road To Electronics Consolidation In The Vehicle
By Andrew Macleod - 07 Apr, 2016 - Comments: 0

I’ve been at Mentor for more than six months as the director of automotive marketing. It’s an exciting technology space with many great stories to tell, most stemming from the fact that the automotive industry is being disrupted like never before. Indeed, I’ve heard it said more than once that there will be more change in the next 5 to 10 years than there has been since the days of Henry ... » read more

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