Determined Push to Penetrate Auto Industry
Samsung Electronics Co. has launched two new brands for its automobile chips, showing its determination to make a foray into this high-growth sector.
The chipmaker introduced the Exynos Auto brand for its automobile processors and the ISOCELL Auto brand for vehicle image sensors at the International Suppliers Fair (IZB), which is held in Wolfsburg, Germany from Oct. 16-18.
The Exynos Auto brand is an update of the Exynos, a mobile system-on-chip brand launched in 2011, while the ISOCELL Auto brand is an expansion of the ISOCELL, a brand for image sensors introduced in 2017.
Samsung Electronics said the new brands reflect its strategy to expand into the automobile market and diversify its portfolio beyond its mainstay memory chip business.
The company said automobile chips require a longer lifespan and greater durability compared to chip products used for smart devices. “Our chips will create an improved driving environment for users,” a Samsung official said.
Samsung added that the Exynos Auto will come in three main types, the V-series for in-vehicle infotainment (IVI) systems, the A-series for advanced driver assistance systems (ADAS) and the T-series for telematics systems.
The Isocell Auto products are based on state-of-the-art technology that minimizes inter-pixel interference and are designed to facilitate identification of real-time changing roads and surrounding environments.
For example, in a situation where the brightness changes instantaneously as a driver passes through a tunnel, the chips allow them to clearly recognize the road environment, thus helping to prevent accidents.
Samsung said it will start to release new automobile chips to its clients at the end of this year.