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San Francisco - Chipmaker Nvidia, trying to find broader markets for its industry-leading graphics chips technology, showed off a new mobile processor and a computer for cars at the Consumer Electronics Show (CES) in Las Vegas on Sunday.
The new Tegra X1 chip will power the module as vehicles are set to become the most powerful computing device that people own, Chief Executive Officer Jen-Hsun Huang said at a company event at CES.
Under Huang, Nvidia is looking to open up new markets for its technology used to run graphics in high-end gaming computers. Having failed to grab significant market share from Qualcomm in mobile-phone processors, Nvidia is branching out into chips that run information and entertainment systems in cars and computer servers.
Nvidia and rivals such as Qualcomm and Intel are showing off their new products and vision for technology in 2015 at CES, the industry’s largest trade show, which drew 160 000 attendees last year.
Tegra X1 is a new processor that packs the company’s desktop design into a small, low-power package that will outperform any other mobile chip on the market, Huang said.
The computer and software that Nvidia is offering will allow automakers to customise in-car technology such as the navigation system and the instrument display in a way not possible today. Cars will have multiple screens and cameras requiring more visual processing power, he said.
Nvidia shares gained 25% in 2014.
