RE: Ford4 Feb 2024 09:54
What if the Airbag supplier was only paid if there is a crash or the sunroof vendor only got paid when the cover was retracted? Paul wouldn't be letting OEMs sign that sort of contract.
With Ford, they contract with a Tier1 who provide a camera, lights and mount. There is some cabling to a metal box the size of a paperback. That contains a Xylinx FGPA chip and a copy of the Seeing Machines software that then links into the car's communications bus.
If the hardware is installed, then an alternative steering column cover is required. If the car has multiple colours for the interior, then you may need to stock more varieties x2.
Supporting multiple variations of hardware and trim colours soon gets expensive. If you run out of dark grey trim with the DMS slot you can't make the car. JIT reduces this issue, but variety still costs. This is normally addressed by packaging features together.
This is an example, but you can see it happening in various models, but the details will change.
Base model light grey interior only, no DMS (initially)
Next level up light grey interior only DMS optional, so need 2 covers.
Middle to top. DMS is included by standard or optional-but always installed. 3 trim colours all will have the DMS slot
Now the top models costs >100k and gets BlueCruise as standard. But you pay to use it
Moving down the range, initially they were optional installs, but now they are installed for 'free' in every car, but you have to pay to use them.
Bottom of the range, if it is not mandatory they won't fit it, this is the bargain basement version and these customers are price sensitive at initial purchase and would be a low take up of subscriptions.
OEMs don't install the hardware for free and get away with not paying their suppliers. They are making a bet that the total cost of hardware, minus the savings in the supply chain and a installation from removing variety will we outweighed by the income that a % of customers will pay for the feature in the initial x months.
So free trial or not, if it is in the car at production time Seeing Machines get their cut. This is happening to more models across the range and in Europe it is mandatory in all models soon anyway