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OEMs, Tier Ones, Chip Vendors Scramble for ADAS Edge

The conversation at the CES shifted from TOPS to scalable CPUs. Many chip suppliers are therefore keen on defending their own turf.

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By Junko Yoshida

What’s at stake:
As vehicles grow more connected and automated, a wave of new chip companies are setting up shop within the automotive sector. But with greater emphasis on vehicles with driver-assist features, the demand for cutting-edge automotive SoC designs, as well as chip vendors’ relationships with the automotive supply chain, is rapidly changing.

The auto industry’s hard shift to ADAS has forced automotive chip suppliers to follow suit, altering their marketing pitches for computing-intensive central processors in vehicles. The annual derby over on “Tera-Operations Per Second (TOPS)” for vehicle CPUs/GPUs was no longer evident this year at the Consumer Electronics Show (CES). The focus has shifted to scalability in CPU/domain controllers.

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