The Short Cut: Key tech wrap-up as summer ends

The summer seems to be winding down, but the worlds of driving, maps and location tech continue to forge on. From breakthrough marketing tactics to road trips without a plan, this edition has got you covered! So, before the summer fades away completely, let’s take a look at some of the highlights of the past month.

How Burger King outsmarted McDonald’s with geofencing

Even though this story dates back to 2017, it recently resurfaced when Jeremy Kuo, a marketing strategist, posted an informative thread on X about how Burger King faced a significant challenge. With far fewer drive-through outlets compared to McDonald’s, Burger King had to think creatively to stay competitive. We thought it was worth sharing again, as it highlights an ingenious marketing strategy that’s still relevant today. Burger King, with far fewer drive-through outlets compared to its rival McDonald’s, was suffering as customers favored the convenience of buying from their vehicles. To turn this disadvantage into an opportunity, Burger King and FCB New York launched the “Whopper Detour” campaign. By using geofencing technology, Burger King set up virtual boundaries around specific McDonald’s locations to send targeted messages encouraging customers to detour to Burger King instead. If you were within 600 feet (about 183 meters), you’d get a Whopper for just one cent if you ordered right away through the Burger King app.

The clever strategy led to over 1.5 million app downloads in just nine days, skyrocketing the Burger King app to the top of the App Store charts. The campaign also achieved an impressive ROI of 37:1, meaning that for every $1 spent, Burger King made $37 in return, highlighting the power of creativity and technology in marketing. Check out the full story.

Road tripping in a Kia e-Niro: No plan, no problem

Andrew Till, a travel enthusiast known for documenting his adventures, showed in a recent road trip how being flexible as an EV driver might be the secret to electric driving.

Tills recently shared a detailed thread on X about his 12-day, 1,828-mile (2,943 km) road trip around Europe in a Kia e-Niro, notably he took to the roads without pre-planning charging stops. The trip proved to be both cost-effective and efficient, with a total charging cost of £165.87, or just 9p per mile. He used rapid chargers on motorways and slow chargers at hotels, with the Octopus Electroverse card/app facilitating payments at most charging points.

He mentioned that the e-Niro performed well, offering plenty of range, ample space and decent efficiency, averaging 4 miles per kWh. Despite a minor issue with the 12V battery, the trip was smooth, with Andrew noting that not pre-planning charging stops actually made the journey feel more natural and stress-free. It raises the question of how much EV related driving stress might all be in our heads?

But are EV charging stations falling short?

While Andrew's smooth EV road trip through Europe without planning charging stops seemed like a success story, a recent analysis of 20,000 EV charging stations in the US reveals a less optimistic picture. The study highlighted the challenges that still blight EV drivers, such as unreported broken stalls, inaccurate station status updates and aging equipment, still affect drivers.

Conducted by ChargerHelp and reviewed by Professor Gil Tal, director of the Electric Vehicle Research Center, the study found that actual charger uptime is only 73.7%, lower than the 84.6% reported by network providers. Problems such as “ghost” and “zombie” stations — where chargers are either inaccurately listed or not listed at all — also create significant frustration for EV drivers. The analysis suggests that improving the reliability of EV charging infrastructure in the U.S. will require better collaboration between OEMs and network providers across the country.

USDOT rolls out national plan for V2X tech

The U.S. Department of Transportation (USDOT) has announced a comprehensive National Deployment Plan for Vehicle-to-Everything (V2X) technologies, designed to enhance road safety and traffic management across the country.

V2X technology enables vehicles to communicate with each other, road infrastructure and even pedestrians, providing real-time data that can prevent accidents, reduce traffic congestion and improve overall transportation efficiency. This plan is part of a broader effort to integrate intelligent transportation systems (ITS) into the national infrastructure, moving towards a more connected and automated transportation network.

The deployment plan outlines a phased approach, beginning with pilot programs in selected regions to test and refine V2X technologies before a wider rollout. It also emphasizes collaboration between federal, state and local governments, as well as private industry stakeholders, to ensure the successful adoption and integration of these technologies. By leveraging V2X, the USDOT aims to create safer, smarter, and more efficient roadways, ultimately reducing the number of traffic-related fatalities and improving the driving experience for all road users.

Are bans on petrol and diesel cars coming too soon? BMW’s CEO thinks so

BMW CEO Oliver Zipse recently voiced concerns about the push for an outright ban on petrol and diesel cars, arguing that such a move might be premature and could have unintended consequences. Zipse believes that banning internal combustion engines (ICE) too quickly could alienate consumers who are not yet ready to transition to electric vehicles (EVs) and could also put unnecessary strain on industries dependent on ICE vehicles.

He emphasized that a more balanced approach, which allows for a gradual shift towards EVs while still accommodating ICE vehicles, might be more effective in achieving long-term sustainability goals. According to Zipse, the industry needs to consider a range of technologies, including hybrids and synthetic fuels, to meet climate targets without forcing an abrupt end to petrol and diesel vehicles.

This stance shows the ongoing debate within the automotive industry regarding the best path forward in the transition to greener transportation, with some advocating for an all-electric future while others suggest a more gradual approach that includes a mix of technologies.

Jaguar hits pause on new car sales in the UK as it prepares for an electric future

Jaguar is preparing for a major transformation and plans to pause new car sales in the UK in 2025, The Drive reported. This decision is part of a broader strategy to rebuild and rebrand itself as an all-electric luxury marque by 2025. During this transition period, Jaguar will halt the release of new models in the UK market to focus on developing its next generation of electric vehicles (EVs).

This pause is seen as a crucial step in Jaguar’s ambitious goal to reinvent itself in a rapidly changing automotive landscape. The company aims to reposition itself as a leading player in the luxury EV market, competing with brands like Tesla and Porsche.

Drones take flight in IKEA’s U.S. warehouses: What it means for inventory management

IKEA is taking a step into the future of warehouse management by deploying drones in its U.S. warehouses. These drones are equipped with advanced geolocation and scanning technology, allowing them to navigate the vast warehouse spaces with speed and precision. By scanning and monitoring stock levels, these drones help IKEA maintain an accurate and real-time inventory, reducing the need for manual labor and minimizing human error.

As part of IKEA’s broader strategy to embrace automation, this move is expected to enhance customer service by ensuring that products are always available when needed. It also highlights the growing importance of mapping and location technology in improving business operations across the retail industry.

A new look at London’s Tube map: circular and concentric

London’s iconic Tube map has received a unique redesign that went viral, this time taking on a circular and concentric layout. This new version offers a fresh perspective on navigating the city, organizing the underground lines into circular rings that provide a different spatial understanding of the capital’s transport system. The circular design, while visually appealing, also aims to make connections and routes easier to comprehend, especially for those unfamiliar with the traditional linear map layout.

This alternative Tube map highlights how reimagining cartography can offer both aesthetic appeal and functional benefits. While the traditional map remains a staple for many Londoners, this innovative approach invites us to see how maps can be reinterpreted to improve our understanding of urban spaces.

IMG

New laser tech from ams OSRAM set to boost autonomous vehicles

ams OSRAM, a company known for its expertise in optical technologies and semiconductor solutions, set to introduce a new laser technology designed to improve LiDAR systems used in autonomous vehicles. This new laser, which is the first of its kind to meet the AEC-Q102 qualification standards (a rigorous automotive industry standard ensuring the reliability and durability of electronic components in harsh environments), delivers high performance with 1000 watts of peak optical power. The laser’s compact design simplifies system integration, making LiDAR systems more effective and reliable for applications in autonomous cars, trucks and even Robo Taxis.

The laser module, set to launch this autumn, includes proprietary technology that stabilizes the light’s wavelength, ensuring consistent performance even under varying operating conditions. This technology not only boosts the detection range of LiDAR systems but also improves overall reliability.

We’ve reached the end of this edition of The Short Cut! Join us again for more insights into the world of tech, mobility and mapping. Until next time!