BlackBerry relaunches QNX brand to strengthen leadership in automotive and embedded systems

BlackBerry Limited has unveiled the revitalisation of its QNX brand, a move designed to reinforce its standing as a leader in automotive software and embedded systems. The rebranding signals a deliberate shift in strategy as the company capitalises on its storied legacy while positioning itself for emerging opportunities in the software-defined vehicles (SDVs) market and other mission-critical systems.

Previously operating under the “BlackBerry IoT” division, the QNX rebrand represents more than a name change—it embodies a renewed focus on innovation, safety, and reliability. According to BlackBerry CEO John J. Giamatteo, the relaunch is aimed at enhancing visibility within the industry and enabling long-term growth by aligning QNX with the rapidly advancing needs of automotive and embedded technology sectors.

The Significance of QNX in Automotive and Embedded Technology

Founded in 1980 by University of Waterloo graduates, QNX has been a pioneering force in real-time operating systems (RTOS). The software has played a critical role in powering over 255 million vehicles, alongside embedded systems for medical devices, industrial automation, and robotics.

QNX’s ability to deliver secure, scalable, and reliable solutions has made it indispensable for manufacturers and developers seeking robust platforms for next-generation applications. The brand’s portfolio includes the QNX Neutrino RTOS and the QNX Software Development Platform 8.0, designed to support SDVs and Internet of Things (IoT) technologies.

Mattias Eriksson, President of QNX, highlighted the division’s strong intellectual property (IP) portfolio and its partnerships with leading global technology companies. He noted that QNX is well-positioned to meet growing demand for hybrid cloud-edge computing solutions, which are critical for advancing software-defined systems.

Revitalising QNX: A New Identity for a New Era

Central to the relaunch is a refreshed QNX visual identity, incorporating an updated logo, typography, and a bold colour palette inspired by the tagline, “It all starts here.” This new branding reflects the division’s focus on performance, innovation, and reliability, qualities that have defined QNX for decades.

The myQNX development environment is among the platforms undergoing updates to align with the new brand identity. BlackBerry has also revamped the QNX website to showcase the division’s enhanced capabilities and vision.

The revitalisation efforts will culminate at CES 2025, where QNX will exhibit its comprehensive suite of automotive solutions. From January 7 to 10, attendees can explore QNX’s innovations at the Las Vegas Convention Center, with highlights expected to include advanced SDV technologies and hybrid cloud solutions.

Shaping a Software-Defined Tomorrow

The relaunch of QNX underscores BlackBerry’s commitment to driving advancements in software-defined systems. By leveraging its nearly 45 years of expertise, the division aims to enable manufacturers to unlock transformative applications while maintaining high standards of safety and security.

Experts believe QNX’s strategic direction aligns with industry trends favouring open development environments and scalable software solutions. This positions the brand to remain a trusted partner for automakers and industrial leaders seeking to innovate in an increasingly connected and software-reliant world.

Looking Ahead: QNX at CES 2025 and Beyond

As the division prepares to showcase its capabilities at CES 2025, the QNX brand relaunch signifies a forward-looking approach that builds on its legacy while embracing future challenges. By enhancing its brand visibility and reaffirming its technological prowess, BlackBerry is setting the stage for QNX to play a pivotal role in shaping a software-defined tomorrow.