Intel Corp., a leading semiconductor manufacturer, is set to take on Nvidia Corp. and Qualcomm Inc. in the automotive sector with the release of its latest artificial intelligence-enabled chips. These specialized chips will act as the brains of next-generation smart cars, challenging the dominance of Nvidia and Qualcomm in the market.
Unveiled at the Consumer Electronics Show in Las Vegas, Intel’s new Software-Defined Vehicle system-on-chip (SoC) is designed to integrate AI experiences into upcoming vehicles. The flexibility of these SoCs allows developers to customize the processing power required for each specific car.
Zeekr Co. Ltd., a Chinese electric vehicle maker, has been announced as the first automaker to utilize Intel’s AI-enhanced software-defined vehicle SoCs. Zeekr plans to provide an enhanced living room experience within its vehicles, complete with video conferencing and AI voice assistant capabilities.
Jack Weast, the Vice President and General Manager of Intel Automotive, revealed during a briefing at CES that the new AI chips for cars are based on Intel’s recently announced AI PC technology. However, these chips have been adapted to meet the durability and performance demands of the automotive industry.
To further strengthen its position in the automotive sector, Intel also announced its plan to acquire French startup Silicon Mobility SAS. This startup specializes in the design of SoC technology and software used to control electric vehicle motors and onboard charging systems. The acquisition will help Intel expand into intelligent and programmable power devices, beyond high-performance computing.
While Intel already has a presence in the market for infotainment systems, with its chips installed in over 50 million vehicles globally, it currently trails behind Nvidia and Qualcomm. Automotive chips are not only used for automated driving but also power in-car infotainment software and complex dashboard displays.
Weast admitted that Intel has not effectively communicated its success in the automotive industry and aims to rectify this moving forward. Intel plans to differentiate itself from its rivals by offering automakers chips that can be used across multiple product lines, catering to a range of budgets and requirements. Weast highlighted the scalability limitations and high costs associated with Nvidia’s powerful chips as potential drawbacks.
However, Intel is not the only company pursuing this approach. Nvidia has partnered with Taiwanese chipmaker MediaTek Inc. to develop lower-cost chips specifically for automotive manufacturers. MediaTek has a strong presence in the market for Android-based infotainment systems used in more affordable cars.
China’s electric vehicle market is expected to be a significant battleground for Intel and its competitors. Chinese automakers are eager to introduce automated driving systems and advanced infotainment capabilities into their vehicles. Zeekr, the first automaker to adopt Intel’s AI chips, is also a customer of Nvidia.
Weast emphasized that Intel will remain open to the technologies automakers wish to implement for their automated driving systems and other functions. Vehicle manufacturers will have the freedom to incorporate their own chips within Intel’s system, providing cost-saving benefits.
In conclusion, Intel is making its mark in the automotive sector by introducing specialized AI-enabled chips for next-generation cars. This move directly challenges the market dominance of Nvidia and Qualcomm. With its new SoCs and the acquisition of Silicon Mobility SAS, Intel aims to offer automakers flexible, scalable, and cost-effective solutions for their evolving automotive needs.
