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Interview with Ian Riches, Global Automotive Practice, Strategy Analytics

Ahead of IS Auto Europe 2019 we spoke to Ian Riches from Strategy Analytics, one of our most popular speakers in 2018, about his presentation on ' market opportunities for sensors for automated driving’, partnerships to drive the industry forward and future vision system developments and challenges.

Hear more from Ian Riches on the morning of day one of IS Auto Europe where he will be presenting alongside industry representatives from Euro NCAP, The Drivery GmbH, May Mobility and Auto Sensors of 3M.

View the full programme | Book your ticket here

Your talk covers the market opportunities for sensors for automated driving, what are some of the points you are going to explore? Who do you think could be the real winners?

Sensors of pretty much every type are going to see good market growth as vehicles become more automated.  One of the areas that I’m most excited about is the use of internal cameras in vehicles.  Cameras are hardly used in vehicle cockpits today, but there’s huge scope for growth.  Europe is at the forefront here, with incentives in the pipeline from EuroNCAP and proposed legislation from the EU.  Driver monitoring cameras will be a vital part of L2 and L3 systems to ensure that the driver is engaged as is appropriate in the operation of the vehicle.  I’m also enthusiastic about the RADAR market.  In some respects, RADAR has played second-fiddle to LiDAR in recent years in terms of the amount that has been written and spoken about it.  However, next-generation 5D (range, azimuth, elevation, speed and object classification) RADAR designs have the potential to improve significantly on what is possible with RADAR today, as well as providing very strong competition for LiDAR in some application.

What sort of partnerships and collaborations do you think will be necessary to drive the industry forward?

We do need further collaboration and standardization around that which is not truly a competitive differentiator.  Ongoing moves to standardize higher bandwidth automotive Ethernet, and the proposal from MIPI-Alliance to produce a physical layer specification are steps in the right direction.

What do you see as the most significant changes coming up in vision systems development for automotive in the next 12-24 months?

One big trend that we are seeing at the moment is the application of machine vision technology to areas that are currently “dumb” viewing only systems, such as parking cameras.  Linked to this is a blurring between the safety and infotainment/cockpit domains.  A new generation of cockpit domain controllers are positioning to perform tasks that were in many cases performed by a separate ECU.  I expect to see even more aggressive “land-grabs” for vision system market share from vendors more traditionally in the cockpit/infotainment areas in the near future.

What are the main challenges that the industry is facing and how do you think that this conference can address them?

One of the key challenges at the moment is that *so much* is uncertain.  What is certain is that the automotive value chain of 2040 will look *very* different to the one of today, becoming far more of a network than a chain, with less and less distinct hierarchy.  The challenge for every automotive player at the moment is to identify and define their role in this emerging network.  Now is a great time to re-position and attack new areas.  Having a low market share is potentially even an advantage at the moment, as you are less invested in the “old” way of building systems and vehicles. 

One great thing about the IS Auto conferences is that they bring a wide range of speakers and delegates from across this value network.  The cross-fertilization of ideas from different sections of the industry and the wide-ranging discussions over coffee and dinner are never less than thought-provoking!