Nvidia Shows New Mobile Processor, Automotive Computer

Nvidia Corp., trying to find broader markets for its industry-leading graphics chips technology, showed off a new mobile processor and a computer for cars.

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 the International Consumer Electronics Show in Las Vegas today.

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 Inc. 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 Corp. 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 customize 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 percent in 2014.