Software company Nuance has unveiled its rebranded automotive AI arm.

The new brand name is an invented word, chosen to represent intelligence, experience, serenity and control. ‘Cer’ has been selected because it rhymes with air, while ‘ence’ rhymes with sense.

The new logo has been designed to represent the human brain and the blend of art and science.

Nuance has four main technology solutions: healthcare AI, omni-channel customer engagement, dragon software, and automotive. Now under Cerence, the automotive arm will operate completely independently from the beginning of October.

Richard Mack, senior VP, corporate marketing and communications at Nuance, will become the chief marketing and communications officer at Cerence.

Mack said he was excited to unveil Cerence. “An elegant, modern name and a fresh start for a company and brand that will grow to represent the many ways we bring solutions to market. We believe Cerence exudes the right balance of strength, elegance, confidence and control, and we look forward to bringing this brand to life.”

Cerence offers technology for car manufacturers to include in their cars. These include cognitive arbitration, multimodal interaction, artificial intelligence, voice biometrics, multi-user configuration and smart interaction.