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Under The Hood: Automotive Storytelling
February 27, 2026

When Technology Saves Lives

- Joe Custer, CEO of Intrado - S2EP04

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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When Technology Saves Lives

In this episode, we connect with Joe Custer, CEO of Intrado, the company that invented modern 9-1-1, to explore how data-rich vehicle communications can save over 2000 lives annually. From two Boulder County sheriff's deputies who solved a location problem ~50 years ago to the forefront of Next Generation 9-1-1 and emergency response, Joe reveals why every second after a crash is a battle between technology and time

Key
Insights

  • The 12-Minute Problem: When Call Centers Cost Lives

    Joe reveals how current crash notifications route through OEM concierge call centers, creating 12+ minute delays that increase mortality by 46% compared to a 5-minute intervention. Next Generation AACN can cut response times by nearly 70%.

  • The Severity Score Standard: One Language for Every Brand

    Discover how GM, Ford, Toyota, and Honda are collaborating with NENA and APCO to create a unified crash severity calculation, so that a “7 out of 10” means the same thing regardless of which vehicle model you drive.

  • The Autonomous Trust Factor: No Driver, No Problem

    Learn why automated emergency response becomes even more critical in the autonomous era, where driverless vehicles must communicate crashes directly to first responders through the dedicated, public-safety-grade ESInet network.

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Practical
Takeaways

  • Standardize the Severity Score: Adopt the updated VEDS 3.1 standard so every brand communicates crash data in a consistent, actionable format
  • Lead with the Consumer Mandate: 94% of drivers support sharing vehicle data for safety; 70% say AACN would influence their next vehicle purchase — use this in your messaging
  • Follow the European Playbook: Europe’s eCall mandate reduced emergency response times by 40–50% and saves an estimated 2,500 lives annually — the proof of concept already exists
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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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