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Under The Hood: Automotive Storytelling
March 13, 2026

MWC 2026: Barcelona Calling

- When Satellites Met Ecosystems - S2E05

Behind every automotive innovation lies a human story. Hosted by Stéphane Lagresle, founder of The Storytelling Tribe, this podcast reveals how industry leaders translate complex technologies into compelling narratives. Through conversations with automotive executives, discover practical frameworks for making automotive innovations relatable and meaningful. For executives, product leaders, and marketers transforming mobility through better communication.

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Barcelona Calling: When Satellites Met Ecosystems

We take you inside Mobile World Congress 2026 in Barcelona for seven conversations with the people shaping automotive's next chapter. From semiconductor executives to voice AI pioneers, from security architects to standards leaders, this episode captures the two forces that dominated the show floor: connectivity from space, and the end of the supply chain as we knew it.

Key
Insights

  • From Buzzword to Business Reality: The NTN Breakthrough

    Maxime Flament (5GAA) and Firasat Siddiqui (Harman) reveal how non-terrestrial networks went from skeptical OEM reception in 2021 to working satellite SOS demos and BMW roadmaps in 2026 — driven more by trust-building than by technical breakthroughs.

  • The Ecosystem Rewrite: Why the Old Waterfall Is Over

    Tanjeff Schadt (PwC/Strategy&) lays out four scenarios for the automotive value chain — from OEM-led partnering to full tech disruption — while Weizhi Yu (MediaTek) and Andrew Till (Trustonic) explain why silicon suppliers and security providers now sit directly at the OEM table.

  • The Rise of the Orchestrators

    Charlie Isaacs (Salesforce) and Andrew Richards (SoundHound) describe a converging future where AI agents in the cloud and voice assistants in the car form an orchestration layer — and value flows to whoever connects the dots across the ecosystem.

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Key
Takeaways

  • Plan for service continuity, not backward compatibility
    Design your connectivity roadmap so safety-critical services can transition across radio generations without freezing your architecture. The distinction unlocks innovation.
  • Build the capability to operate in ecosystems now
    The window is 12–24 months. Companies that still rely on traditional procurement behavior and rigid OEM-supplier hierarchies will find themselves driven rather than driving.
  • Treat AI orchestration as infrastructure
    Whether it’s agentic enterprise platforms or in-vehicle voice AI, the ability to register, connect, and coordinate agents across companies is becoming as foundational as the connectivity layer itself.
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Where Technology Meets Narrative

Under the Hood: Automotive Storytelling uncovers the human narratives driving innovation in an industry that impacts lives worldwide. Hosted by Stéphane Lagresle, this podcast explores how the power of storytelling ultimately connects technology to humans.

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