TURNING VISION INTO REALITY INNOVATION AND CHALLENGES · PDF fileturning vision into reality innovation and challenges an indian automotive oem’s perspective isa vision summit,

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TURNING VISION INTO REALITY

INNOVATION AND CHALLENGES

AN INDIAN AUTOMOTIVE OEM’S PERSPECTIVE

ISA VISION SUMMIT, BENGALURU, 2nd FEBRUARY, 2010


Factors Shaping OEM vision and strategy Tata Motors – some success stories

World of Automotive ElectronicsPartnership Models – Some propositions

Challenges, Future Trends and Wrap up

STORYLINE


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

Global Automotive Scenes shaping our Strategies


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

Tata Motor’s Journey


1986 witnessed a fierce competition among DCM Toyota, AllwynNissan, 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.

LCV Battle 1986


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.

Indica Story – 1999/2000


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.

ACE Experience: Redefining The market


“ .. 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.

Nano: The World Winner


• MARKET POSITIONING - ADDRESS BOTTOM OF THE PYRAMID

Hi END

URBAN / SEMI URBAN

SEMI URBAN/ RURAL

AVERAGE CUSTOMER UNDER SCOPE

LOWER LEVELS OF THE PYRAMID


• 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 EMSINNOVATIVE INSTRUMENT CLUSTER DESIGNEXCELLENT DIAGNOSTIC CAPABILITIES

MORE TO FOLLOW …………..SAFETY FEATURES – ABS / ESPANTI THEFT SECURITYINFOTAINMENT SYSTEMSHYBRIDISATIONETC.


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.



COMPLEX WORLD OF ELECTRONICS - PASSENGER CAR

BCM

ESP

TPMS

GPSDIS

Air Bag ECU

FATC

EMS

TOD ECU

EPS

PAS

EPB

IP

Seat control

Infotainment system

BMS


THE WORLD OF ELECTRONIC SENSORS - PASSENGER CAR

Coolant temp

Rain

Crank angle

Steering angle

Light Vehicle speedCam phaseMass Air flow

Tire pressure & temp

Crash

Outside air temp

Throttle position

Occupant detection

Park Assist

Front Satellite Sensor

Seat BeltESP

Side Satellite Sensor

Oxygen

Rotational

Oil pressure

Fuel Lid

Tail gate openDoor


TYPICAL ELECTRICAL NETWORK ARCHITECTURE

Courtesy: BOSCH


COMPLEX WORLD OF ELECTRONICS - COMMERCIAL VEHICLE

DIS

ESP

BCM

TPMS

FATC

GPS Trailer Control system

EMS

Air Bag ECU

Data Logger

Retarder Control

Digital Taco graph

Driver Alert system

Intelligent load management system


Evolution of Automotive Embedded Systems


Development Partnership Models

OEM

Tier1 Tier2

EngineeringService

Providers

- Systems approach

- White Box concept

- Partnership in Development

& Validation

What to expect here?

ECUs, Sensors, etc. ICs, Processors,

Components, etc.


- 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

How do we partner with TIER 2 suppliers?


E SmogEMI/EMC

Energy Management: Low power consumption

Low standby current

To keep-up with up-coming networking standards

Safety and Security(ASIL)

Embedded Smart Diagnostics

Smaller foot-print withincreased computational power

Technical Challenges For Automotive Electronics

Reliability


Flip-chip Technolgy(For on-engine controller)

Dedicated chips for EV/HEV (like BMS)

Intelligent sensors And Power-switches

Multi-core CPUs

More Efficient system Architectures than auto-sar

Future Trends: Tier-2 and Service Providers

Metal substrate PCBs and compatible smart switches

Real time-engine/vehicle model

resident in embedded target


“In-car Plugged-in life style

(i-pod, internet,cell-phone)

Alternate fuel drive-trains: HEV/EV

Augmented Reality forDriver Assistance

Driverless Vehicles

Future Trends: Automotive Electronics

Car to Car networking



THANK YOU FOR YOUR ATTENTION

C S Venkatraman, Electrical & Electronics Department, ERC, Tata Motors Ltd., Pimpri, Pune – 411018.

Phone no: 91 20 66331503 / (0) 9822877492 ; Email - [email protected]

_________________________________________________

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_________________________________________________


THE AUTOMOBILE ELECTRONICS RELIABILITY PYRAMIDIN

CR

EASI

NG

SYS

TEM

CO

MPL

EXIT

YIN

CR

EASING

LEVEL OF R

ELIABILITY

Reliable Vehicle Happy Customer

CUSTOMER

VEHICLECar, Truck

(SUB) SYSTEMSStarting, ABS, DIS, Security,…

NETWORK & WIRINGPower & Communication Nets, connectors,.

COMPONENTSSensors ,ECUs, Motors, Displays, Lamps, Relays.

ELECTRONICS - HW & SWMicrocontrollers, ASICs, Resistors, PCBs, SW Coding, …

1

10s

Few kms

100s

Tens of 1000s


TV Tower ,Mobile Towers, Electricity Distribution Lines

Components affected :

• Immobilizer & Transponder RF comm.

• Door lock/ unlock RKE RF comm.

• Audio/ Navigation Systems

• Any ECU

CHALLENGE: ECO SYSTEM - ELECTROMAGNETIC NOISE IN ENVIRONMENT


Networked Car – Cloud concept


Driver-less vehicles


EV/HEV Drive-train


Flip-Chip Technology


Multi-Core ECUs


Energy Management


Smart embedded diagnostics


Insulated Metal Substrate


Battery Management System Chip

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TURNING VISION INTO REALITY INNOVATION AND CHALLENGES · PDF fileturning vision into reality innovation and challenges an indian automotive oem’s perspective isa vision summit,