TURNING VISION INTO REALITY INNOVATION AND CHALLENGES AN INDIAN AUTOMOTIVE OEM S PERSPECTIVE

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1 TURNING VISION INTO REALITY INNOVATION AND CHALLENGES AN INDIAN AUTOMOTIVE OEM S PERSPECTIVE ISA VISION SUMMIT, BENGALURU, 2nd FEBRUARY,

2 STORYLINE Factors Shaping OEM vision and strategy Tata Motors some success stories World of Automotive Electronics Partnership Models Some propositions Challenges, Future Trends and Wrap up 2

3 Global Automotive Scenes shaping our Strategies Complete & sustainable transportation solutions both personal and mass Holistic WELL TO WHEELS approach to sustainable environment Reduced Product Life Cycle and Time to Market Technology Explosion Growing Customer Expectations - Catering to the entire spectrum of user segments: (e.g. Gen X desire for gadgets and gizmos, safety and reliability for elderly drivers etc.) Globalization of automotive Industry with Regional differentiation Theatre of Fierce Competition : Innovate or Perish 3

4 Tata Motor s Journey Transformation from a Truck manufacturer to an integrated four wheeler automotive manufacturer covering all the vehicles from Nano / Iris to World-truck. - Local to global footprint Periodic re-invention to align with business realities Continuous Innovation marks the successful journey so far 4

LCV Battle 1986 1986 witnessed a fierce competition among DCM Toyota, Allwyn Nissan, Eicher Mitsubishi and Tata 407

5 LCV Battle witnessed a fierce competition among DCM Toyota, Allwyn Nissan, Eicher Mitsubishi and Tata 407 Tata 407 success was based on our deeper understanding of the Indian market and aggressive made in and for India vehicle. 5

6 Indica Story 1999/2000 Arrival of Indica marked our first brush with passenger car market. Vision behind the move was guided by accurate prediction regarding explosion of domestic car market, USPs such as space, very high level of indigenisation, more car per car branding. 6

ACE Experience: Redefining The market Ace was an innovative mission to redefine the last mile market by introducing a four-wheeler micro-pickup.

7 ACE Experience: Redefining The market Ace was an innovative mission to redefine the last mile market by introducing a four-wheeler micro-pickup. Previously the market was crowded with three-wheeler tempos. Winning strategies excellent market positioning, safe four wheel travel, platform strategy, high fuel efficiency, driver comfort. 7

8 Nano: The World Winner.. A promise is a promise.. Nano was a real eye-opener for all global competitors! It is a classic lesson in innovation in every aspect of car making : from market positioning, conception, design to advertising. 8

9 MARKET POSITIONING - ADDRESS BOTTOM OF THE PYRAMID Hi END AVERAGE CUSTOMER UNDER SCOPE URBAN / SEMI URBAN SEMI URBAN/ RURAL LOWER LEVELS OF THE PYRAMID 9

10 VALUE PROPOSITION : COST = PRICE - PROFIT COMPLETE PLATFORM STRATEGY : MULTIPLE VARIANTS - DEFINING NEW VEHICLES DESIGN : START WITH A CLEAN SLATE QUESTION EVERY TRADITIONAL DESIGN CONCEPT RESULT REAR 2 CYL ENGINE, SUPERB VOLUME TO DIMENSION RATIO, CRASH SAFETY STANDARDS, MADE IN INDIA GLOBAL VENDOR PARTNERSHIPS, ETC. ELECTRONICS DOMAIN: MADE FOR INDIA - VALUE LOADED LOW COST EMS INNOVATIVE INSTRUMENT CLUSTER DESIGN EXCELLENT DIAGNOSTIC CAPABILITIES MORE TO FOLLOW.. SAFETY FEATURES ABS / ESP ANTI THEFT SECURITY INFOTAINMENT SYSTEMS HYBRIDISATION ETC. 10

Nano : Working with Tier 2 component / Tier 1 supplier Nano

e bulb maker for ensuring Quality product in specified cost targets.

plant. Mutual benefit to all stake holders.

11 Nano : Working with Tier 2 component / Tier 1 supplier Nano headlamp : Nano team worked with Tier 2 supplier i.e bulb maker for ensuring Quality product in specified cost targets. Joint working led to total automation of set up at Tier2 Supplier plant. Mutual benefit to all stake holders. Nano Instrument Cluster : Highly optimised and innovative solution. Architecture and Selection of semiconductors. 11

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13 COMPLEX WORLD OF ELECTRONICS - PASSENGER CAR DIS FATC IP GPS PAS Infotainment system ESP EMS Air Bag ECU Seat control TOD ECU TPMS EPB EPS BCM BMS 13

THE WORLD OF ELECTRONIC SENSORS - PASSENGER CAR ESP Rain Occupant detection Door Crash Seat Belt Rotational Tail gate open Park Assist Coolant temp Fuel Lid Oil pressure

14 THE WORLD OF ELECTRONIC SENSORS - PASSENGER CAR ESP Rain Occupant detection Door Crash Seat Belt Rotational Tail gate open Park Assist Coolant temp Fuel Lid Oil pressure Steering angle Front Satellite Sensor Tire pressure & temp Outside air temp Side Satellite Sensor Oxygen Light Mass Air flow Cam phase Crank angle Vehicle speed Throttle position 14

15 TYPICAL ELECTRICAL NETWORK ARCHITECTURE Courtesy: BOSCH 15

16 COMPLEX WORLD OF ELECTRONICS - COMMERCIAL VEHICLE Driver Alert system GPS Trailer Control system Intelligent load management system DIS FATC Retarder Control ESP Data Logger EMS TPMS Air Bag ECU Digital Taco graph BCM 16

17 Evolution of Automotive Embedded Systems 17

18 Development Partnership Models - Systems approach - White Box concept - Partnership in Development & Validation Tier1 ECUs, Sensors, etc. OEM Engineering Service Providers What to expect here? Tier2 ICs, Processors, Components, etc. 18

19 How do we partner with TIER 2 suppliers? - Sharing Mutual Technology Road-maps - Workshops and Technology Days - Proof of concept / Demonstrator Programs - Pursuing system level approach - From Cradle to Grave to Forward Engineering till end of Life - Build your own field data bank and electrical signatures 19

20 Technical Challenges For Automotive Electronics Energy Management: Low power consumption Low standby current Smaller foot-print with increased computational power To keep-up with up-coming networking standards E Smog EMI/EMC Safety and Security (ASIL) Embedded Smart Diagnostics Reliability 20

21 Future Trends: Tier-2 and Service Providers Multi-core CPUs Intelligent sensors And Power-switches Flip-chip Technolgy (For on-engine controller) Dedicated chips for EV/HEV (like BMS) Metal substrate PCBs and compatible smart switches More Efficient system Architectures than auto-sar Real time-engine/vehicle model resident in embedded target 21

22 Future Trends: Automotive Electronics Driverless Vehicles Augmented Reality for Driver Assistance In-car Plugged-in life style (i-pod, internet, cell-phone) Alternate fuel drive-trains: HEV/EV Car to Car networking 22

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24 THANK YOU FOR YOUR ATTENTION My humble thanks to all the engineers, professionals, technicians, authors, from India and abroad from whom I have borrowed profusely and who have made this presentation possible C S Venkatraman, Electrical & Electronics Department, ERC, Tata Motors Ltd., Pimpri, Pune Phone no: / (0) ; - csv16285@tatamotors.com 24

25 THE AUTOMOBILE ELECTRONICS RELIABILITY PYRAMID Reliable Vehicle Happy Customer CUSTOMER INCREASING SYSTEM COMPLEXITY VEHICLE Car, Truck (SUB) SYSTEMS Starting, ABS, DIS, Security, NETWORK & WIRING Power & Communication Nets, connectors,. COMPONENTS Sensors,ECUs, Motors, Displays, Lamps, Relays. ELECTRONICS - HW & SW Microcontrollers, ASICs, Resistors, PCBs, SW Coding, 1 10s Few kms 100s Tens of 1000s INCREASING LEVEL OF RELIABILITY 25

26 CHALLENGE: ECO SYSTEM - ELECTROMAGNETIC NOISE IN ENVIRONMENT TV Tower,Mobile Towers, Electricity Distribution Lines Components affected : Immobilizer & Transponder RF comm. Door lock/ unlock RKE RF comm. Audio/ Navigation Systems Any ECU 26

27 Networked Car Cloud concept 27

28 Driver-less vehicles 28

29 EV/HEV Drive-train 29

30 Flip-Chip Technology 30

31 Multi-Core ECUs 31

32 Energy Management 32

33 Smart embedded diagnostics 33

34 Insulated Metal Substrate 34

35 Battery Management System Chip 35

Automotive, Consumer, Computer & Communication Infrastructure ( ACCI ) Home Entertainment & Displays ( HED )

Automotive Product Group Paul Grimme Executive Vice President, General Manager Automotive Product Group Business Segments 50/50 JV with Ericsson Wireless Automotive, Consumer, Computer & Communication