Under The Hood: Automotive Storytelling
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.
Under The Hood: Automotive Storytelling
The Foundation Layer: John Wall, President of QNX - S2E07
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THE INVISIBLE ENGINE DECODED
In this new episode of Automotive Storytelling, brought to you by The Storytelling Tribe, Stéphane Lagresle sits down with John Wall, President of QNX, the safety-critical operating system running silently inside over 275 million vehicles worldwide. From a one-click download for students to the beating heart of BMW's Neue Klasse, John reveals how the most important software in your car might be invisible - for now.
KEY INSIGHTS
The "Rounding Error" Paradox: working in the shadows can be an advantage
John Wall reveals how QNX grew its global automotive business while BlackBerry wasn't watching, operating as a "rounding error". It gave Wall the autonomy to work with his team tirelessly on his vision.
The "Free Puppy" Fallacy: Rethinking the Open Source vs. Commercial Debate
Discover how QNX is threading the needle between open-source accessibility and commercial accountability with its QNX Everywhere initiative. Hear Wall’s position on this topic and what “free” really means.
Physical AI and the Next Frontier: From Tip of the Spear to Platform of the Future
Learn why Wall sees automotive as the proving ground for every other mission-critical industry, and how QNX is positioning its deterministic, safety-certified RTOS as the foundational layer for the physical AI revolution in robotics and industrial automation.
PRACTICAL TAKEAWAYS
- Listen to customers: After COVID, Wall personally travelled the world to talk to customers. "We can't find engineers who know QNX." That listening tour created QNX Everywhere.
- Measure yourself against the best: QNX benchmarks every performance metric against Linux, not other RTOSes — always calibrate ambition to the market leader, not your nearest competitor.
- Name the integration tax: Wall's breakthrough with Vector on Alloy Kore came from naming what OEMs were silently bleeding — identifying the hidden cost your customer can't articulate is the foundation of a winning partnership narrative.
- Stability enables innovation: As Wall frames it, the reason Apple's app ecosystem thrives is that iOS isn't rewritten every year. The same logic applies to automotive software — OEMs can't differentiate on top of a foundation that keeps shifting.
ABOUT YOUR GUIDE
John Wall brings over 32 years of experience at QNX, where he has held virtually every engineering role before rising to President in November 2025. A Carleton University electrical engineer who turned down multiple exits to stay the course, he led QNX's automotive pivot through the Harman and BlackBerry eras, championed the hypervisor and QNX Everywhere against internal resistance, and secured the landmark BMW Neue Klasse partnership. BlackBerry's chief legal officer has called him "the real heart and soul of the QNX business".
"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.