HELLA SELLS FRONT CAMERA SOFTWARE BUSINESS TO VOLKSWAGEN'S CAR.SOFTWARE ORG5 Oct 2020 11:01
So VW’s software arm is purchasing the front camera software business from a German parts and lights company for approx € 100 m. Why is this a big thing? Well car companies became just metal benders and assemblers, with more and more of the components being the valuable part of the BoM. By taking back software, especially the part that does ADAS and automated driving, they will once again own the value in the car.
In recent posts I have discussed how rather than multiple discrete computers with a single function, automakers are moving towards, fewer centralised domain computers, of course that also centralises the software, if this is owned by the Tier1 then what is there for the car company. Tesla, originally started with buying in their software – early vehicles were “Mobileye Inside” until Tesla added that functionality to their own software stack, VW is now doing the same. ADAS and Autonomous driving software development isn’t cheap.
Who else is in this field and what is the future? Mobileye had an early lead, Qualcomm are positioning themselves with the partnership with Veoneer. Volvo and Geely had Zenuity as a JV with Veoneer but that has fallen apart. Mercedes have now partnered with NVidia. Aptiv have a JV with Hyundai in Motional. Where does that leave Bosch and Continental? Well they will both be burned by the potential loss of VW business. Conti appeared to pull back from DMS as many staff joined SEE, probably as part of a future licensing deal? Bosch’s logo didn’t appear on recent slides, so either we have fallen out with them, or an NDA is active? Of course VW will not have dropped them entirely, but the profit on cameras, mountings wiring, PCBs and packaging is not as good if you aren’t selling the software to put on them.
So does this mean that we will need to work with VW’s “Car.Software Org” as a new Tier 1 to support the entire VW group? I am looking forward to that RMS