At a CES press event for NXP and Digital Radio Mondiale for their new digital radio chip module, officials for both companies, plus DRM Consortium member Fraunhofer, told Radio World that the new product is aimed at automotive suppliers.

The chip module originally decoded HD Radio but now thanks to software initiatives now handles DAB/DAB+/T-DMB and DRM, they said. Once installed consumers won’t notice when their radio decodes one radio technology and seamlessly switches to another, say if you’re driving from the U.S. into Canada or vice-versa, they said.

The companies are targeting cars in India this month as All India Radio, which has a total of 405 transmitters, is replacing 76 with DRM transmitters. Only two-thirds of India’s population can be reached now, said officials. They say potentially 90% can be reached with car radios sporting the new chips. Russia is next on NXP, DRM and Fraunhofer’s radar.