Latest from colin Barnden8 Apr 2024 13:01
As the #automotive DMS market moves rapidly to volume production, YouTube becomes an excellent resource to bypass #NDAs, since we can see what is happening with our own eyes. Shown below is the 2025 Lincoln Motor Company #Aviator, sister of the Ford Motor Company #Explorer, with DMS on the steering column. Superimposed onto the image is the latest Gen2 DMS camera from Magna International. It is a perfect match. Look carefully and we can just make out the camera as well as the illuminators.
When Magna bought Veoneer, it created a DMS center-of-excellence that was mostly overlooked at the time. Clearly there are two DMS design teams active within Magna: the Magna team doing the rear-view mirror, and the Veoneer team still working on the steering column. There is also an interior camera, probably designed by Veoneer, meaning that Magna has all bases covered for #RFQs, with a single optical path solution for #interiorsensing, dual optical path for DMS/CMS, along with an alcohol detection sensor for future #impaired (drunk) driving legislation. The DMS tier-1 base is now rapidly consolidating around Aptiv, Magna, and Valeo in most regions, and the technological barriers to entry are becoming ever higher.
In December 2022, Smart Eye’s broker boasted of "up to 53 design wins” as victory at Ford. Research suggested the win was probably with Bosch as tier-1, likely based on Qualcomm #Snapdragon #Ride and certainly replaced the Veoneer/Seeing Machines DMS win for #BlueCruise in the F-150 and #MachE. But, as the image shows, we can see for ourselves that Magna clearly won the 2025 Explorer/ Aviator.
It is unknown if Ford subsequently decided to dual-source DMS using both Bosch and Magna, or if Ford has now entirely dropped Bosch and reverted to Magna. But we can review videos on YouTube as new models are released in 2024 and 2025 to find clues. However this is perfect lesson of the importance of counting delivery not “design wins.” Delivery comes with a license fee, but “design wins” can (and do) change, which is why this is such a poor metric to measure supplier leadership.
As #IIHS has shown, Ford had the highest performing DMS on the market with the Veoneer/Seeing Machines DMS in the Mach-E. That accolade likely stays with Ford but probably moves to the Explorer/ Aviator. The active #NTSB investigation into a fatal collision of a Mach-E operating on BlueCruise may also focus minds not only at the very top of Ford, but at other U.S. OEMs too, of the imperative of using high performance DMS in partial and conditional automation systems. The pace of technological development for DMS is breath taking; so too the rise in awareness of the role of DMS by regulatory and safety agencies. https://www.linkedin.com/posts/colin-barnden-1081376_automotive-ndas-aviator-activity-7183044727569580034-_-Li/?utm_source=share&utm_medium=member_android