Under The Hood: Automotive Storytelling

Stephane Lagresle
  • 5.0 (1)
  • BUSINESS

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. 

  1. How Dolby and HARMAN Engineer the Soul of Your Car - S2E06

    MAR 27

    How Dolby and HARMAN Engineer the Soul of Your Car - S2E06

    In this captivating episode of "Automotive Storytelling", we sit down with two of the most influential figures in automotive audio: Andreas Ehret, Sr. Director Automotive at Dolby Laboratories, and Greg Sikora, Executive Director of Acoustic Systems and HALOsonic Engineering at HARMAN International. Together, they pull back the curtain on how sound becomes a core dimension of the driving experience. KEY INSIGHTS The Five-Year Integration Challenge: Early Involvement is Everything: Discover why premium audio systems require involvement as early as the body-in-white stage, sometimes 3-5 years before production.  Branding through sound: Greg uncovers how HARMAN engineers a distinct sonic identity for each luxury brand — from Bang & Olufsen in Audi to Mark Levinson in Lexus — with a global team of 120 acoustic specialists. The future of in-car audio: Both guests explore how software-defined vehicles, personalization, and spatial audio are converging to make the car the world's most intimate listening space. PRACTICAL TAKEAWAYS Know your acoustic canvas: Understand that every car model is a unique acoustic environment demanding bespoke tuning, not off-the-shelf solutions.Bridge format and experience: Immersive audio formats only deliver value when the underlying hardware and tuning are aligned from the start of a program.Leverage brand sound as a differentiator: OEMs that invest in a consistent sonic identity build stronger emotional loyalty among drivers.Equip for Software-Defined Evolution: Design audio systems with over-the-air update capability to enable tuning refinements, new features, and continuous value creation post-purchase.ABOUT YOUR GUIDES Andreas Ehret brings 18+ years at Dolby Laboratories, with roots in audio coding research at Fraunhofer IIS — the birthplace of MP3. He now leads Dolby's automotive push, championing Dolby Atmos Music as the definitive in-car listening format. Greg Sikora has spent 20 years shaping how the world's finest cars sound, leading acoustic engineering for brands including B&W, Bang & Olufsen, JBL, and Harman/Kardon across customers from BMW to Ferrari. He is also an active PhD researcher at McGill University. "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.

    50 min
  2. MWC 2026 Bonus Episode - Trustonic interview with Andrew Till

    MAR 19 ·  BONUS

    MWC 2026 Bonus Episode - Trustonic interview with Andrew Till

    🎙️ Bonus | MWC 2026 – Andrew Till, Trustonic  Recorded live at Mobile World Congress 2026, this bonus episode features Andrew Till, General Manager of the Secure Platform Division at Trustonic — a company that has been quietly powering automotive security for years, and is now stepping into a new role: trusted advisor to OEMs navigating an increasingly complex landscape. Andrew makes a small but telling observation early in the conversation: the industry stopped talking about supply chains and started talking about ecosystems. That shift, he argues, changes everything: from how security is architected, to how fast a vehicle can go from concept to launch, to why Chinese automakers are moving at a speed that's forcing the rest of the world to pay attention. A grounded, big-picture conversation on where the automotive industry's mindset is actually headed. "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.

    6 min
  3. MWC 2026 Bonus Episode - SoundHound AI interview with Andrew Richards

    MAR 18 ·  BONUS

    MWC 2026 Bonus Episode - SoundHound AI interview with Andrew Richards

    🎙️ Bonus | MWC 2026 – Andrew Richards, SoundHound AI Recorded live at Mobile World Congress 2026, this bonus episode gives you the full conversation with Andrew Richards, VP at SoundHound AI — one of the most advanced voice AI platforms deployed in production vehicles today. In just a few minutes on the show floor, Andrew unpacks a lot: the debut of SoundHound's Vision AI in Europe (yes, your car can now answer "what's that building?"), the real-world mechanics of Edge vs. Cloud arbitration, and why the future of in-car AI isn't about beating Apple or Google — it's about orchestrating alongside them. He also reflects on something every driver has felt: the frustration of a car that just didn't understand you. That era, he says, is over. What's next is far more interesting. A sharp, honest conversation from the heart of MWC 2026. "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.

    8 min
  4. MWC 2026: Barcelona Calling - When Satellites Met Ecosystems - S2E05

    MAR 13

    MWC 2026: Barcelona Calling - When Satellites Met Ecosystems - S2E05

    In this special edition of "Automotive Storytelling" — the only podcast examining mobility through storytelling — 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 by trust-building.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 AI) describe a converging future where AI agents in the cloud and voice assistants in the car form an orchestration layer, and how value flows to whoever connects the dots across the ecosystem. PRACTICAL 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. FEATURED GUESTS Tanjeff Schadt — Partner, Strategy& (PwC), EMEA Leader Semiconductors Maxime Flament — CTO, 5G Automotive Association (5GAA) Firasat Siddiqui — Sr. Director Global Portfolio PMO Lead, Harman International Weizhi Yu — VP Automotive Product Marketing, MediaTek Andrew Richards — VP Business Development, SoundHound AI Andrew Till — General Manager Secure Platform, Trustonic Charlie Isaacs — CTO for Customer Connection, SalesforceReady to discover the stories behind the steering wheel? "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.

    26 min
  5. When Technology Saves Lives: Joe Custer, CEO at Intrado - S2E04

    FEB 27

    When Technology Saves Lives: Joe Custer, CEO at Intrado - S2E04

    🚨 THE COLLISION-TO-CARE REVOLUTION    In this compelling episode of "Automotive Storytelling" – the only podcast examining mobility through storytelling, brought to you by The Storytelling Tribe – 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. 💡 PRACTICAL TAKEAWAYS Standardize the Severity Score: Adopt the updated VEDS 3.1 standard so every brand communicates crash data in a consistent, actionable formatLead 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 messagingFollow 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🌟 ABOUT YOUR GUIDE Joe Custer brings nearly 30 years of leadership in finance, strategy, and corporate development to his role as CEO of Intrado — the company that handles roughly 90% of all U.S. 9-1-1 requests. Having served as CFO and SVP of Operations, Joe led the strategic transformation of emergency services infrastructure and now champions the modernization of the 9-1-1 ecosystem through Advanced Automatic Collision Notification (AACN). Ready to discover the stories behind the steering wheel?  https://www.intrado.com/ https://www.intrado.com/news-releases/intrado-and-sbd-automotive-demonstrate-how-advanced-automatic-collision-notification-aacn-could-save-more-than-2000-lives-annually "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.

    37 min
  6. Storytelling Tips: Your Booth is a Story: 5 Lessons from Walking CES for Years - S2E03

    FEB 13

    Storytelling Tips: Your Booth is a Story: 5 Lessons from Walking CES for Years - S2E03

    🎪 YOUR BOOTH IS A STORY — OR IT'S NOISE  In this solo episode of Automotive Storytelling, the only podcast examining mobility through storytelling, Stéphane Lagresle, founder of The Storytelling Tribe, draws on years of CES experience, including his most recent visit in January 2026, to break down the five principles that turn a trade show booth from a product catalog into a story visitors will remember and retell. From IKEA-inspired visitor flows to the art of making your team speak the same language, this episode delivers a practical framework for anyone preparing for CES, IAA, MWC, or any major industry event. 🎯 KEY INSIGHTS The IKEA Blueprint: Designing Visitor Journeys, Not Floor Plans Most trade show booths are open spaces where visitors wander aimlessly. Stéphane reveals how applying IKEA's guided flow principle — and a 3-zone model (Attraction → Engagement → Conversion) — creates a narrative arc that builds understanding step by step. The Building Block Strategy: From Chapters to a Complete Story Discover why leading with your flagship demo is like showing a movie's final scene first, and how structuring demos as progressive building blocks creates an unforgettable "aha" moment — with real examples from HARMAN and CES 2026. The Ambassador Effect: Storytelling That Multiplies Learn why the 20 people visiting your booth actually represent hundreds back at their offices, why 88% of B2B buyers trust personal recommendations above all else, and how to craft a story simple enough to survive the "Monday Morning Test." 💡 PRACTICAL TAKEAWAYS Design the journey first: Sketch your visitor path on a whiteboard before touching booth layouts — Entry → Station 1 → Station 2 → Station 3 → Exit. If you can't draw a clear line, neither can your visitors.Apply the half-and-half rule: Write down everything you want to communicate. Cross out half. Then cross out half again. What's left is your story. Everything else is noise.Run the "What do you do?" drill: Before the show, ask every team member that question and record the answers. The number of different answers is the size of your problem.Arm your ambassadors: Give visitors a takeaway tool — a one-pager, a QR code to a 60-second video, a shareable link — so they can retell your story with backup. 🌟 ABOUT YOUR HOST Stéphane Lagresle brings 15+ years of experience in automotive technology communication. Having worked with Samsung, Harman, and TomTom, and walked countless CES floors, he developed the Automotive-Grade Storytelling™ methodology that bridges engineering excellence with market relevance. CROSS-REFERENCES 🔗 Quick Fix #1: "The Dinner Party Test" — the foundational principle behind making stories retellable (Season 1, Episode 17)🔗 Quick Fix #2: "Escaping the PowerPoint Jail" — the 18-Minute Rule and why less is more (Season 1, Episode 23)Ready to turn your next trade show booth into a story your visitors will retell? "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.

    12 min
  7. Behind the Rebuild: How the Evergreen Process Transformed a Founder's Presentation - Stef Balkowiec S2E02 Conversation

    JAN 30 ·  BONUS

    Behind the Rebuild: How the Evergreen Process Transformed a Founder's Presentation - Stef Balkowiec S2E02 Conversation

    🔧 THE FOUNDATION TRANSFORMATION In this compelling episode of "Under the Hood: Automotive Storytelling"—the only podcast examining mobility through the lens of storytelling—we sit down with Stef Balkowiec, Co-Founder of GraphDome and former Managing Director at Cosworth Electronics, to uncover what happens when a technical founder puts their company presentation through real scrutiny. This isn't a theoretical discussion about pitch decks—it's the actual behind-the-scenes journey of transforming a technology-heavy presentation into a positioning-driven story that opens doors. 🎯 KEY INSIGHTS Technology vs. Trust: The Founder's Blind Spot Stef reveals how his 60 years of combined expertise was buried at the end of his deck—and why technical founders consistently prioritize what they find interesting over what audiences need first. Discover why credibility must lead, not follow. The "How Does It Make You Feel?" Framework Learn how Stef rebuilt his entire deck from scratch by focusing on audience transformation rather than technical features. From vector databases and graph ontology to productivity gains and cost reduction—same technology, completely different story. Positioning: The Product Behind Your Presentation Stef spent weeks—not hours—repositioning GraphDome, ultimately realizing that the company presentation isn't just slides. It's the output of a rigorous positioning process that defines why you exist, who should care, and what differentiates you from both competitors and apathy. 💡 PRACTICAL TAKEAWAYS Front-load credibility within the first 2 minutes: Move your experience and track record to the opening slides so decision-makers trust you before evaluating your technologyApply the Red Bull test to your value proposition: If you're describing features instead of transformation (wings, not thirst-quenching), your positioning needs workBudget one full week to rebuild your deck after positioning clarity: Stef's transformation required complete reconstruction, pushing all technical schematics to the appendixSeek safe-environment feedback before high-stakes presentations: The Evergreen process revealed blind spots Stef couldn't see after months of internal iterations 🌟 ABOUT YOUR GUIDE Stef Balkowiec brings over 30 years of experience bridging motorsport and automotive technology innovation. As former Managing Director of Cosworth Electronics, he was instrumental in advancing software-defined vehicle architectures in high-performance environments. Now as Co-Founder of GraphDome, Stef is building real-time digital twin platforms that help manufacturing leaders drive productivity through smart data analytics. His unique perspective combines deep technical expertise with hard-won lessons about translating complex innovation into compelling business narratives. Ready to discover how positioning transforms presentation? This is the most transparent, process-focused episode we've ever recorded. You'll hear the actual feedback sessions, the strategic pivots, and even the naming struggles that come with getting your foundation right. #UnderTheHood #AutomotiveStorytelling #Positioning #TechFounders #CompanyStory #StartupStrategy "Under the Hood: Automotive Storytelling" – Where technology meets narrative, and mobility's future is told through visionary voices. "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.

    46 min
  8. The Evergreen Framework: How Positioning-First Thinking Rebuilt a Founder's Story S2E02 Analysis

    JAN 30

    The Evergreen Framework: How Positioning-First Thinking Rebuilt a Founder's Story S2E02 Analysis

    ⚡ THE PITCH DECK PROBLEM In this focused case study from "Under the Hood: Automotive Storytelling," host Stéphane Lagresle reveals what happened when Stef Balkowiec, Co-Founder of GraphDome and former Managing Director at Cosworth Electronics, put his company presentation through the Evergreen process. This shows how strategic feedback transforms technology-focused decks into positioning-driven narratives that actually land with decision-makers. 🎯 KEY INSIGHTS The Trust Trap: Why Credibility Can't Be an Afterthought Most founders bury their strongest asset—experience—at the end of their decks. Stef and his co-founder have 60 years of combined expertise that should have opened his presentation, not closed it. Learn why trust must be established in the first 90 seconds, not earned after 20 slides. From Features to Feelings: The Transformation Question Stef discovered that his original deck answered "what does GraphDome do?" when decision-makers needed to know "how will I be better off?" The breakthrough came from one question: "How are they going to feel?" This single insight triggered a complete rebuild. Your Deck Is the Output, Not the Input Stef spent a full week reconstructing his presentation after gaining positioning clarity. The result? Technology moved to the appendix, the story led with human impact, and every slide answered: Why do we exist? Why should you care? What makes us different? 💡 PRACTICAL TAKEAWAYS Audit your first three slides today: If they don't establish credibility, articulate customer pain, or promise transformation, you're leading with the wrong storyApply the Evergreen three-step process: (1) Live presentation to target persona, (2) In-depth analysis on feedback board, (3) Strategic repositioning session.Test the "feel" versus "feature" ratio: For every technical capability you mention, articulate one emotional or business outcome your audience will experienceSeek outside feedback before investor meetings: Founders can't see their own blind spots after internal iterations—strategic critique reveals gaps you've stopped noticing 🌟 ABOUT YOUR GUIDE Stef Balkowiec brings over 30 years of experience at the intersection of motorsport technology and automotive innovation. As former Managing Director of Cosworth Electronics, he helped pioneer software-defined vehicle approaches in high-performance racing environments. Now as Co-Founder of GraphDome, he's scaling real-time digital twin technology for manufacturing productivity. His journey from technology-first pitch decks to positioning-driven narratives exemplifies the transformation every technical founder must make to succeed. Is your foundation solid? This episode strips away the theory and shows you exactly what positioning-first storytelling looks like in practice. Hear the actual clips from Stef's Evergreen journey, understand the framework behind the transformation, and walk away with actions you can take Monday morning. Want to go deeper? Listen to the full 45-minute conversation for the complete behind-the-scenes journey, including Stef's naming process and strategic positioning decisions. #UnderTheHood #AutomotiveStorytelling #Evergreen #Positioning #PitchDeck #FounderJourney "Under the Hood: Automotive Storytelling" – Where technology meets narrative, and mobility's future is told through visionary voices. "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.

    16 min
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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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