December 13, 2021
Why I joined Baraja: because it isn’t just another LiDAR company
Joseph Notaro, Chief Commercial Officer
Back to the Inner Circle

Before joining Baraja, I was skeptical.

I was familiar with dozens of LiDAR companies on the market. There was very little differentiation amongst them and they were proposing solutions that were not solving the problems inhibiting autonomous driving deployment. Honestly, I wasn’t even interested in joining a LiDAR company at all.

So, when I first learned about the small start-up based in Australia, I thought, ‘Why Baraja? What solutions can they bring to the industry that other better-known LiDAR companies still haven’t been able to achieve?’

It was when I began to dig deeper and examine the Baraja Spectrum-Scan™ technology that I realized Baraja isn’t just another LiDAR company - it is a leader in LiDAR innovation and technology and are set to revolutionize the automotive industry. At this point I quickly moved from skeptical and became enthusiastic about Baraja!

Joseph Notaro, Chief Commercial Officer at Baraja
What sets Baraja apart

Baraja might be new to the industry, but it has certainly made up for lost time. Whereas many LiDAR companies are now facing the need to pivot and even start over with their designs, Baraja started with a clear vision of how it would achieve a LiDAR fit for automotive application.

It was through that revolutionary idea and ongoing commitment that the team was able to build a LiDAR platform that meets and exceeds automotive requirements and is capable of enabling true autonomous driving technology.

In just six short years, the team at Baraja has been able to design and develop a LiDAR platform that addresses the three key factors for automotive application: accurate object detection at long range, reliable data and automotive integration.

Its unique Spectrum-Scan™ technology and Doppler-enabling ranging technique allow the Baraja LiDAR sensor to detect an object’s distance and velocity at long range. It also has an exceptional pointcloud quality, eliminating common issues such as blur and speckle, along with other issues, like interference immunity, that aren’t talked about now but will soon become apparent in other LiDAR sensors.

Finally, the Spectrum-Scan™ LiDAR doesn’t have the same bulky design or fast-moving parts the LiDAR industry is known for. Instead, its solid-state design provides a clear path to scalability, further reducing both its size and cost.

It’s about saving lives

Of course, when we look at products such as LiDAR, there is always one big question I ask myself, ‘Would I put my family in a car that has that technology?’

Every year, more than 1.3 million people worldwide are killed due to traffic accidents. Autonomous vehicles that are powered with the right sensor systems have the power to change that. The Baraja Spectrum-Scan™ LiDAR sensor offers the reliability and durability needed to provide the vehicle’s perception algorithm with the quality data it needs to make instant, life-saving decisions.

If a child suddenly runs into the street or another vehicle swerves onto your path, the Baraja LiDAR can detect that information and send it instantaneously to the perception algorithm, providing precious seconds needed for the vehicle to decide whether it should brake or swerve to avoid an accident.

Even during the pandemic, we began to see new use cases for AVs that we hadn’t thought of before — like transporting contagious patients to hospital without putting a driver at risk or delivering goods to people who needed them but were quarantined in their homes.

At Baraja, safety is at the core of what we do, and every day my team and I are excited to wake up and work on technology that is leading to a safer roadway.

The future of Baraja

With the technology in place, it is time to introduce the Spectrum-Scan™ LiDAR system to the world. Our team is now working on ways to increase awareness of our product, build key partnerships, and establish ourselves as the leaders in LiDAR performance and size.

Baraja has already secured partnerships with big names like Hitachi and Veoneer, who chose Baraja amongst 70 other LiDAR companies after extensive testing, and has hired industry experts like Paul Eichenberg , Erica Newland, Jim Kane, Yannick K Lize and Pieter Kerstens, who have recognized the capabilities of the Baraja LiDAR.

Now, we will continue to develop those relationships and secure new partnerships with OEMs, Tier 1s, perception stack partners and investors, to further improve our technology, scalability and position in the market.

Discover Baraja for yourself

If you’re interested in learning more about Baraja Spectrum-Scan™ technology and what made me and so many others choose Baraja, contact our sales team. We’ll be happy to walk you through our product and turn you from a skeptic to a believer too.

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