Upload
frost-sullivan
View
1.163
Download
3
Tags:
Embed Size (px)
Citation preview
January 2014 Nicolas Meilhan
Principal Consultant - Automotive & Transportation
Challenges impacting the Automotive Industry
How can OEMs leverage Megatrends to differentiate
themselves from their competitors?
2
Environmental Challenge EU commission decided to take the lead on CO2 emissions reductions globally and has
imposed stringent targets to the automotive industry in Europe associated to high penalties
- CO2 regulation targets in EU, Brazil ,USA & China -
Roads to 95 g CO2/km
Engine
Efficiency
Smaller
cars
Lightweight
materials
Hybrid &
Electric cars
3
•Toyota developed noise cancelling
system for its Crown hybrid
•The system was developed to cancel
the annoying hum of the engine at
low rpms when driving around town.
•The noise cancelling system nearly
eliminates engine sound within the
passenger compartment
Environment Challenge – Enabling Technology Active Noise Cancelling can help in improving engine efficiency as well as removing annoying
noises especially in electric cars quiet environment
Engine Efficiency Hybrid & Electric cars
•BMW used Active Sound Design to
give the MINI Cooper 4 cylinder a V8
Sound
•“The subjective in-vehicle impression
was comparable to the sensation of an
accelerating car with a stronger engine”
BMW
4
Note: Images are only for illustration.
Source: Frost & Sullivan
Social Challenge New customer groups such as Generation Y or Baby Boomers have very different
expectations when it comes to their car
It is critical for OEMs to address Gen Y specific needs in order to reconcile this generation
with the car and preserve their vehicle sales in the medium term
New Car Registration
- by age group, 2001, 2002, 2007, and 2012 -
Europe New Customer groups - 2012 -
39% 37%
24%
40% 36%
24%
48%
33%
20%
62%
24%
13%
0%
10%
20%
30%
40%
50%
60%
70%
50 and older 35-49 18-34
2001 2002
2007 2012
5
Social Challenge – Enabling Technology Natural speech recognition is highly valued by the Generation Y when it comes to controlling
the car – they are willing to pay € 218 to have it while baby boomers would only pay € 73
Source: Frost & Sullivan
€ 228 € 218
€ 210 € 209 € 196
€ 188 € 175
€ 158 € 149 € 146 € 141
€ 121
€ 140 € 125
€ 84 € 73 € 66
€ 115
€ 62
€ 84 € 73
Full touch center stack
Natural speech recognition
Capacitive touch screen
Proximity sensing Multi-touch gesture recognition
Touch screen with haptic feedback
Reconfigurable instrument cluster
18-35 36-55 56-65
Amount Willing to Pay for Future Control Options - by age group, 2012-
6
Mood
Stress levels
Mental health
Sense of optimism
Attitude
Security
Safety
Personal values
Personal fulfilment
Self image / self
actualisation
Sight / vision
Touch & feel
Smell / breathing
Sound
Temperature
Wellness
Source: Frost & Sullivan, 2012
Health, Wellness and Wellbeing Challenge
While life is becoming more stressful, cars will play a significant role to reduce this stress by
improving life on board though the activation of multiple senses – sound, vision, touch & feel
Mind
Body Soul
Source: Frost & Sullivan
7
Health, Wellness and Wellbeing Challenge – Enabling Technology Active safety features can contribute to enhancing wellbeing while driving by combining
human senses to enhance the driving experience – audio & visual warnings for example 1
7%
17
%
7%
36
%
8%
4%
12
%
25
%
38
%
29
%
8%
17
%
18
%
9%
35
%
8%
4%
9%
19
%
38
%
33
%
10
%
Audio warning
Visual warning
Haptic warning
Audio and visual
warnings
Audio and haptic
warnings
Visual and haptic
warnings
Audio, visual and
haptic warnings
Fully automatic
control
Automatic control
with override
Semi-automatic
control
None
Preferred Method of Warning and Extent Willing to Let Vehicle Take Over Control: Europe, 2013
Most stressed Total sample
Preferred Method of Warning Override Preference
Base: Filtered respondents —Most stressed when vehicle malfunctions (n=1010), Less stressed when vehicle malfunctions (n=1,506),
Total sample (n=2,516).
Q9. How concerned do you get when you are driving? Please rate your level of stress in the following scenarios.
Q11. To what extent are you willing to let the vehicle take over driving controls (steering, braking and/or acceleration), in the following
emergency situations?
Q12. What is generally your most preferred method for such warnings in the following situations?
8
Sound related technologies can help vehicle manufacturers in addressing
the challenges they are currently facing – CAFE, Baby Boomers & Wellbeing
Description
• Smaller cars
• Engine efficiency
• Electric & hybrid cars
• Baby Boomers
• Lower income
Enabling sound technologies Key Challenges
• Driving experience
• Enhanced safety
• Light weight audio
• Active Noise Cancellation
• Active Sound Design
• Voice Recognition
• Value for money audio
• Advanced personalisation
• ADAS 3D sound alert
Fuel efficiency
Wellbeing
onboard
New customer
groups
9
Key issues related to the enabling sound technologies
Enabling sound technologies
• Lightweight audio
• Active Noise Cancellation
• Active Sound Design
• Voice Recognition
• Value for money audio
• Advanced personalisation
• ADAS 3D sound alert
Key issues
• Reducing audio system weight without compromising on
sound quality
• Managing booming noise when improving engine
efficiency
• Limiting background noises to improve voice recognition
performance
• Offering premium sound on entry-level vehicle
• Atmosphere signature per brand / model / driver
• Enhancing driver multi-sensory experience
10
Key issues relative to sound technologies in the car Current solutions & limitations
Current Solutions Limitations & Needs
Can I reduce audio system weight without
compromising on sound quality? Less speakers? DSP?
How to cancel booming noise when improving
engine efficiency? Soundproofing? ANC?
How can I reduce background noises to improve
voice recognition performance? Alternative materials?
How to offer premium sound on entry-level
vehicles? Removing speakers?
What level of personalisation can I bring to my
driver when it comes to car atmosphere ? Sound signature?
How can I enhance driver multi-sensory
experience? Light & sound?
11
Arkamys offers a comprehensive product portfolio that can improve in-car
sound experience through a strong value proposition
In-Vehicle
Infotainment
Noise, Vibration &
Harshness ADAS
Product
Portfolio
• Sound Enhancement
• Music classification
• Multi-sensory experience
• ECNR
• Automatic tuning tools
• Active Noise
Cancellation
• Active Sound Design
• Noise reduction –
wind, rattle,
• 3D sound alert – blind spot
detection, lane departure
warning
• Pedestrian warning sound
Key
Benefits
• Processing power
optimisation
• Removal of tweeters and
woofers
• Automatic tools to reduce
tuning period
• Training and support for
sound engineers
• Audio enhancement features
as key audio USP
• Atmosphere personalisation
Cost & Weight
Reduction
Reduced
Development Time
Enhancing Driver
Experience
12
Arkamys Audio DSP Cost / Benefit Analysis – Weight & Cost Savings Sound staging by Arkamys on a middle range vehicle case save 3.5 gCO2/km and as high as
60 M€ / year
Bose vs. Arkamys configuration
Weight
Power
consumption
- 0.136 L/100km - 204€
- 60 W/h - 0.12 L/100 km Amplifier, central speaker,
2 tweeter, subwoofer -190€
- 4,7 kg - 0.016 L/100 km - 4,7 kg +0.014 L/100km
Total => Total =>
Configuration Hifi Mid BOSE – 10HP Sound staging by Arkamys – 6 HP
# Cost Weight # Cost Weight
Amplifier 8 channels DSP 90€ 2,5 kg - -
Arkamys Sound Staging - - 5 € -
Tweeters 4 4*10€ = 40€ 4*60g = 240g 2 2*10€ = 20€ 2*60€ = 120g
Woofer 4 4*20€ = 80€ 4*500g=2 kg 4 4*20€ = 80€ 4*350g=1.4kg
Central speaker 1 60€ 0.5kg - - -
Subwoofer 1 25€ 1 kg - - -
Total 10 295€ 6.24 kg 6 105€ 1.52 kg
10 kg = 0.9 gCO2/km 100 W/h = 0.2 L/100 km 120 gCO2/km = 4.5 L/100 km Diesel 1kg = 3€
- 3.6 gCO2/km - 61 M€ Total => Total (300,000 car)=>
- Fuel consumption -
- 14€
- Costs -
Bose vs. Arkamys configuration
Weight
Bill of material
13
How can Arkamys help you?
Arkamys product portfolio
In-Vehicle
Infotainment
Noise,
Vibration &
Harshness
ADAS
Key I
ssu
es
Can I reduce audio system weight without compromising
on sound quality?
How to cancel booming noise when improving engine
efficiency?
How can I reduce background noises to improve voice
recognition performance?
How to offer premium sound on entry-level vehicles?
What level of personalisation can I bring to my driver
when it comes to car ambiance ?
How can I enhance driver multi-sensory experience?
14
Key challenges
Eco
no
mic
imp
act
for
OE
M
Fu
el
Effic
ien
cy
Ne
w C
usto
me
r
Gro
ups
We
llbe
ing
on
bo
ard
Key B
en
efi
ts
Cost & Weight
Reduction
Processing power optimisation
Removal of tweeters and woofers
Reduced
development
time
Automatic tools to reduce tuning period
Training and support for sound engineers
Enhancing
driver
experience
Audio enhancement features as key
audio Unique Selling Point
Atmosphere personalisation
Arkamys value proposition vs. OEMs key challenges
Impact Low High