SYSTEM ON CHIP TECHNOLOGY Intel targets automotive sector with AI-enabled SoC

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Intel has developed automotive versions of its new AI PC chips in an attempt to challenge major competitors Nvidia and Qualcomm in the burgeoning vehicle microchips market.

Intel said in early January that it plans to launch automotive versions of its newest AI-enabled chips, a move seen by many as challenging the likes of Qualcomm and Nvidia in a market for semiconductors that will power future cars and act as the brains behind infotainment software and complex dashboard displays. Intel has already built a presence in the market for vehicle infotainment systems, and its chips are currently installed in more than 50 million vehicles worldwide. However, the company falls behind market leaders such as Nvidia and Qualcomm.

A ‘whole vehicle’ approach

The company also announced its plans to acquire French start-up Silicon Mobility, which designs system-on-chip (SoC) technology for controlling electric vehicle motors and onboard charging systems.

Intel made these announcements at the Consumer Electronics Show in Las Vegas on January 9, the same day it unveiled a new Software-Defined Vehicle SoC that the company claims has been engineered to bring AI experiences into next-generation vehicles.
“Intel is taking a ‘whole vehicle’ approach to solving the industry’s biggest challenges. Driving innovative AI solutions across the vehicle platform will help the industry navigate the transformation to EVs,” said Jack Weast, vice president and general manager of Intel Automotive. “The acquisition of Silicon Mobility aligns with our sustainability goals while addressing a critical energy management need for the industry.”

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A versatile solution

Chinese electric vehicle (EV) maker Zeekr Co. Ltd., also a Nvidia customer, has been named by Intel as the first automaker to use Intel’s AI-enhanced software-defined vehicle SoCs. The company says it plans to create an “enhanced living room experience” in its vehicles by enabling video conferencing and AI voice assistant capabilities.

According to Weast, the new vehicle AI chips are based on the company’s AI PC technology. Still, they are distinct in that they will be adapted for in-vehicle applications' durability and performance requirements. In a bid to distinguish itself from the competition, Intel is positioning its AI-enabled SoC as a versatile solution that automakers can easily integrate across product lines, from entry-level vehicles to premium models. According to Weast, “If AI in the car means 500 watts… and God knows what costs… it’s not scalable,” alluding to Nvidia's potent yet costly products. It’s worth noting that Nvidia formed an alliance with Taiwan’s MediaTek last year, which is known for supplying technology for Android-based infotainment displays in lower-priced vehicles. Through the partnership, Nvidia aims to provide more cost-effective chipsets.

A battleground for chipmakers

China’s rapidly growing EV market will be a major chipmaker battleground, with Chinese vehicle manufacturers racing to offer advanced infotainment systems and automated driving capabilities. Whether current geopolitical tensions will impact Intel and Nvidia’s dealings with Chinese manufacturers remains to be seen.

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