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NVIDIA's Tegra 3 chips coming to cars, starting with the Tesla S, as well as Audi and Lamborghini

Well, here's something we were not expecting to hear at today's NVIDIA CES press conference. The company just announced that its Tegra 3 chips will power not just tablets, but in-car entertainment systems. For starters, this will include Tesla's model S, though it's also going to find a home in Ferrari Lamborghini and Audi (announcement to come, we're told). That's all we know for now -- nothing on availability, the mix of Tegra 2 / 3 chips or NVIDIA's roadmap -- but given how ubiquitous Tegra is, we think we have a handle on how well it handles multimedia content.

Billy Steele contributed to this report.