AVIA Welcomes Torc

AVIA Welcomes Torc

TORC ROBOTICS WINS PRESTIGIOUS PR DAILY SOCIAL MEDIA & DIGITAL AWARD

WASHINGTON DC – September 18, 2024 – The Autonomous Vehicle Industry Association (AVIA) welcomes Torc Robotics, a pioneer in self-driving technology and an independent subsidiary of Daimler Truck, as its newest member.

“We are thrilled to welcome Torc Robotics, a leader in autonomous trucking solutions to meet the growing demand for moving freight in our country,” said AVIA CEO Jeff Farrah. “Torc’s extensive experience in autonomous technology will add a critical voice to AVIA’s shared mission: a safer future with more resilient supply chains.”

The trucking industry is critical to the U.S. economy, responsible for transporting over 11 billion tons of freight annually. Additionally, data from the United States Bureau of Transportation Statistics estimates that U.S. freight volume will increase 50% by 2050 – highlighting the importance of moving goods safely and efficiently. Torc is developing self-driving trucks to improve road safety, drive efficient truck operations for its customers, and meet the freight industry demands of the future.

“We’re excited to join the Autonomous Vehicle Industry Association, putting Torc in a position to continue to shape the future of transportation and trucking as part of one of the leading industry associations for autonomous vehicles,” said Peter Vaughan Schmidt, CEO of Torc Robotics. “Torc is working to launch safe, autonomous solutions that deliver real-world benefits, from enhanced road safety to economic growth, and is strongly aligned with AVIA’s mission.”

 

About the Autonomous Vehicle Industry Association (AVIA):
AVIA works with lawmakers, regulators, and the public to realize the safety and societal benefits of autonomous vehicles. As the unified voice of the AV industry, the association is comprised of companies with diverse technical expertise and experience in the technology, automobile, ridehail, trucking, and logistics sectors. Bringing together their varied backgrounds, the companies formed AVIA to advance AVs’ tremendous safety, mobility and economic benefits to consumers in the safest and swiftest manner possible.

About Torc Robotics:
Torc Robotics, headquartered in Blacksburg, Virginia, is an independent subsidiary of Daimler Truck AG, a global leader and pioneer in trucking. Founded in 2005 at the birth of the self-driving vehicle revolution, Torc has over 18 years of experience in pioneering safety-critical, self-driving applications. Torc offers a complete self-driving vehicle software and integration solution and is currently focusing on commercializing autonomous trucks for long-haul applications in the U.S. Torc operates test facilities in Albuquerque, New Mexico, and engineering offices in Austin, Texas; Stuttgart, Germany; and Montreal, Canada. Torc’s purpose is driving the future of freight with autonomous technology. As the world’s leading autonomous trucking solution, we empower exceptional employees, deliver a focused, hub-to-hub autonomous truck product, and provide our customers with the safest, most reliable, and cost-efficient solution to the market.

Torc Robotics Wins Prestigious PR Daily Social Media & Digital Award

Torc Robotics Wins Prestigious PR Daily Social Media & Digital Award

TORC ROBOTICS WINS PRESTIGIOUS PR DAILY SOCIAL MEDIA & DIGITAL AWARD

Blacksburg, VA — Torc Robotics has been named a winner in PR Daily’s Social Media & Digital Awards in the Team of the Year (In-House) category.

PR Daily’s Social Media & Digital Awards celebrates the organizations, people and teams that know how to earn audience attention online. They are continuing to advance the fields of social media and digital communications, leading to success for their organizations or clients.

Finalists in this year’s program were honored at a special industry event recently at the Yale Club in New York City, where category winners were also revealed. Learn about the event and winning work here.

Torc was chosen from a wide pool of entries to receive recognition as a winner in PR Daily’s Social Media & Digital Awards in the Team of the Year (In-House) category for its social media awareness campaign surrounding their groundbreaking autonomous trucking technology development.

Torc revamped its social media strategy in 2023, aiming to build industry leadership and spread awareness about autonomous trucking. Through innovative and data-driven tactics, including video content and a more strategic, consistent posting cadence, Torc achieved significant growth, with 10M+ impressions and a 264% audience increase. This campaign was designed not only to inform but also to foster a deeper understanding of autonomous trucking by delivering clear, authentic information and showcasing the technology’s potential.

“Congratulations to Torc Robotics,” said Brendan Gannon, Senior Marketing Manager for Awards Programs at PR Daily. “Your innovative and impactful work in the digital space truly sets you apart. PR Daily is proud to recognize their efforts.”

“Winning this award reflects our dedication to bridging the gap between complex technology and public perception. said Jane Bailey, Vice President of Marketing & Communications at Torc Robotics. “By leveraging our social media platforms as educational tools, we aim to demystify autonomous trucking, build credibility and engage with our growing community,”

Torc Robotics has been recognized for its accomplishment in a special write-up on PR Daily’s internationally read news website.

About Torc Robotics

Torc Robotics, headquartered in Blacksburg, Virginia, is an independent subsidiary of Daimler Truck AG, a global leader and pioneer in trucking. Founded in 2005 at the birth of the self-driving vehicle revolution, Torc has over 18 years of experience in pioneering safety-critical, self-driving applications. Torc offers a complete self-driving vehicle software and integration solution and is currently focusing on commercializing autonomous trucks for long-haul applications in the U.S. Torc operates test facilities in Albuquerque, New Mexico, and engineering offices in Austin, Texas; Stuttgart, Germany; and Montreal, Canada. Torc’s purpose is driving the future of freight with autonomous technology. As the world’s leading autonomous trucking solution, we empower exceptional employees, deliver a focused, hub-to-hub autonomous truck product, and provide our customers with the safest, most reliable, and cost-efficient solution to the market.

About Ragan Communications and PR Daily

Ragan Communications has been delivering trusted news, training and intelligence for more than 50 years to internal and external communicators and business executives via its conferences, webinars, training, awards, subscriptions and its membership divisions. Its daily news sites—PRDaily.com and Ragan.com—are read by more than 600,000 internal and external communicators monthly.

 

Does Torc offer co-ops or internships?

Yes! Our co-op program is a paid program that allows you to gain hands-on experience as you contribute to our mission of making the world a safer place. You’ll collaborate, learn from and network with a multi-disciplinary team of world-class professionals.

Torc Robotics Recognized as a Finalist in PR Daily’s Social Media & Digital Awards

Torc Robotics Recognized as a Finalist in PR Daily’s Social Media & Digital Awards

imaginAviation 2024 Panel: How Ideas Become Innovation

imaginAviation 2024 Panel: How Ideas Become Innovation

Innovation. Resistance. Transformation. Collaboration. These ideas paved the way for a panel discussion at imaginAviation 2024, featuring guest John Marinaro, Torc’s Vice President of Fleet Operations, along with host Dr. John A. Cavolowsky, NASA’s Director, Transformative Aeronautics Concepts Program (TACP), and guest Sheilla Torres-Nieves, Associate Professor, Fluid Dynamics and Turbulence at the University of Puerto Rico Mayaguez.

Among the more notable topics were resistance to innovation, transformational innovation, and inspiration for innovation.

Resistance to Innovation

When asked to provide examples of how to overcome an unwillingness to adopt innovation or accept change, Marinaro recounted a statement from the Columbia Accident Investigation board that “NASA Safety wasn’t as credible or competent as it should be.” He then explained: “I spent the rest of my career engineering that out of ever being said in an accident investigation again.” As he led innovation of a safety training program, he encountered resistance from some of the senior SMEs that training could be delivered online using revolutionary lecture-capture technology. However, thanks to beta testing, the program had 250 graduates on day one of the safety training’s deployment and proved a successful innovation.

At Torc, one of the primary challenges is resistance to the idea of self-driving vehicles replacing truck drivers. However, a shortage of drivers at the tune of 60,000, Marinaro explained, is disrupting the supply chain and resulting economics. Torc is looking to fill that gap. Marinaro indicated that Torc’s goal is to create safer conditions through technology that produces real-time reactions through awareness of a 360-degree environment, coupled with the reality that the truck doesn’t “get tired.” He concludes, “At the end day, we’re not going to replace the drivers. We’re just gonna augment them and make it safer.”

Transformational Innovation

When Dr. Cavolowsky posed the question of how we apply transformational innovation, how we get there and what kind of innovation we need to bring, Assistant Professor Torres-Nieves answered, “When we hear transformational, we think about changing the way we live drastically…changing culturally…changing from the fundamentals.” Torres-Nieves mentioned the “Change the World” talent competition offered at her university that she and a peer had engaged. In it, the competition gave both training and funding on how to push the idea out, get support, and advertise it to introduce transformational innovation into industry.

Marinaro offered a story regarding the integration of the Cirrus aircraft parachute system into aircraft which has proven to be a successful transformation in flight safety and resulted from an accident where it was clear the life-saving system was needed for pilots.

Inspiration for Innovation

Cavolowsky asked: “Our world is filled with so many issues and problems. How does one go about finding purpose or fulfillment in solving them?” Torres-Nieves’ suggested, “Do what you love.” She recommended aligning purpose with what you do – not that it’s not frustrating or challenging, but that you persist in spite of the challenges. Meanwhile, Marinaro agreed and expressed that one should continue to learn, to press forward. He said, “80% on time is better than 100% late.” To remedy this, he posed that individuals strategize realistic goals and pursue them to the finish, not necessarily to perfection.

View the entire panel above or on YouTube here.

“At the end day, we’re not going to replace the drivers. We’re just gonna augment them and make it safer.”

John Marinaro, Director of Fleet Operations