The Future of Technology: Trends in Automotive

Welcome to the third in our “Future of Technology” series where Rob Fisher, Senior Director of Product Management at Imagination and responsible for building partnerships within the automotive sector discusses the significant transformation that the automotive industry is undergoing, driven by advancements in technology and changing consumer expectations. You can watch the webinar recording by completing this form, or read our recap below for the key takeaways.

The Rise of Software-Defined Vehicles

The concept of software-defined vehicles is revolutionising the automotive industry. Unlike traditional vehicles that rely heavily on mechanical and hardware components, a software-defined vehicle’s controls are managed by software. This shift offers several benefits:

• Cost Reduction: Manufacturing costs are reduced as the complexity of physical components decreases.
• Upgradability: Vehicles can receive over-the-air updates, like smartphones, keeping them current and relevant.
• Enhanced User Experience: Software allows for a highly customisable user experience, tailored to specific brands.
• Safety and Assistance: Integration of various functions enhances driving assistance and safety.

To uncover software-defined benefits, car manufacturers and tier-one suppliers are swiftly building up their in-house expertise in software and associated fields, such as security, in order to prevent cyber-attacks even as the exposed area increases.

Evolving User Interfaces and Expectations

Modern vehicle user interfaces are increasingly resembling mobile devices, with advanced user interfaces and high expectations for visual appeal and functionality.  Future innovations to the in-car experience are as follows:

• Augmented Reality (AR) Heads-Up Displays: These displays can overlay navigation information and highlight potential hazards, enhancing safety and convenience.
• In-Car Gaming: Offering a new form of entertainment for passengers, either offline or enabled by high speed, high bandwidth wireless connectivity like 5G.
• Conversational Voice Interfaces: Large language models (LLMs) enable more natural interactions with vehicles, moving beyond simple commands to more conversational exchanges.
• Virtual Assistants: Future vehicles could feature virtual assistants that help with tasks like making reservations or shopping while driving.

The Impact of Assisted Driving and Autonomy

The market is seeing a significant push towards Level 2 (L2) and Level 3 (L3) autonomy, where vehicles can handle certain driving tasks but still require driver oversight. The USA and China are leading the way in the rollout of autonomous vehicles, with Level 4 (L4) technology being tested, most notably in robo-taxi services in cities like San Francisco and Shanghai.

The widespread adoption of autonomous vehicles will impact the standard electronic architecture of a car and will have wider socioeconomic impacts, such as shifting car ownership models and potentially reducing the need for personal vehicle ownership as robo-taxis become more prevalent.

Technological Innovations Driving Performance

This increasing complexity of vehicle functions is driving a need for higher performance automotive technology. The key question facing the industry is, how do we get there?

• Heterogeneous Systems: These systems combine various specialised processors (CPUs, NPUs, DSPs, GPUs) that have been highly optimised to produce very dense processing for specific workloads. Flexibility and specialisation need to be balanced in a heterogeneous system, such that the hardware can deliver both high performance and also longevity as new algorithms emerge in the software defined era.
• Chiplet Technology: By breaking down a single semiconductor die into smaller, specialised chiplets, manufacturers can improve yield, choose optimal process nodes, and create scalable product ranges. Manufacturers are being quick to adopt this technology to create scalable product ranges where they can reuse multiple chiplet dies, and organisations like IMEC are paving the way for an open, multi-vendor chiplet market.

Industry Impacts and Challenges

The shift towards software-defined vehicles and advanced technologies is reshaping the automotive industry in several ways:

• OEMs as Technology Companies: Traditional car manufacturers are evolving into technology companies, focusing more on software and digital services.
• Supply Chain Disruption: OEMs are increasingly working directly with silicon suppliers or even developing their own silicon, bypassing traditional tier-one suppliers.
• Geopolitical Tensions: Trade restrictions and economic barriers, particularly between the US and China, are impacting global automotive strategies. Companies are investing in their own semiconductor fabs to ensure supply chain stability.

Where Innovation Meets the Open Road

The future of automotive technology is exciting and full of potential. As vehicles become more software-driven and autonomous, the industry will continue to innovate and adapt to meet new challenges and opportunities.

Imagination is the leading provider of GPU IP into car cockpits and infotainment units and our technology is increasingly being adopted as a general-purpose AI accelerator in heterogeneous ADAS systems. More details on our latest innovations for the car industry can be found on our automotive page.

Keep an eye on our webinar section for more “Future of Technology” sessions to tune into.