I think the CEO of Freescale is right in his understanding and estimation of the Auto Electronics market, as most of the products are being supplied by Freescalse are going towards essentials for engine, braking, steering and other assemblies. Whereas the other newcomers are looking their positions in new segments of Auto Electronics like Autonomous Vehicle etc. I mean this what will be general trend in Auto Electronics market.
@Junko: I think your definition of 'new' needs to be qualified! One thing for sure is the automobile in general is undergoing a metamorphosis and nearly a century later, it will offer features no one ever imagined when Henry Ford's Model-T rolled off the line. So existing chip vendors in the auto market have expanded to 'newer' ones when opportunities were created by GPS, VAN, DSRC and in vehicle connectivity. So companies like TI, Maxim and Marvell that supplied non-communication type components (like power management and micro's) are now expanding to communication markets.
Companies like Nvidia see in-dash / in-seat displays as a whole new ball game and are racing to offer more for in-vehicle entertainment! I think a typical consumer is set to be bombarded with umpteen choices in the coming years when shopping for a new car!
This brings up one of my favourite albums that sheds a poignant look at this hyper amusement humans are racing to!
There are a number of new comers (Nvidia, Qualcomm, Broadcom, come to my mind) to the automotive semiconductor market in recent years. Would that be a threat? No, Freescale CEO thinks that his company is well positioned to grab the auto IC boom.
Does anyone think otherwise? Will the landscape of the automotive chip suppliers will change?
A Book For All Reasons Bernard Cole1 Comment Robert Oshana's recent book "Software Engineering for Embedded Systems (Newnes/Elsevier)," written and edited with Mark Kraeling, is a 'book for all reasons.' At almost 1,200 pages, it ...