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How Samsung is defining the future automotive experience

By Thomas Arenz, marcomms director, Samsung Semiconductor Europe

Driving is an industry built on “feeling”. Consumers often buy cars based on strong but illogical opinions about brands and models — with some even arguing that their car is an extension of their personality. And when “feeling” is such a big factor in consumers’ minds, the experience is everything.

As car manufacturers know, the “feeling” of driving doesn’t just come from actually driving the car. It extends to anything and everything that enhances comfort and convenience — from infotainment to mobile connectivity. Now, tech innovations are about to revolutionise comfort and convenience — and the in-car experience overall. Here’s how.

Autonomous driving

One of the most exciting prospects for the future is autonomous driving. While autonomous vehicles are a long way from hitting the market, Samsung is already preparing for the future by laying the technology foundations to underpin the autonomous revolution.

Samsung’s automotive memory solutions for processing, storing and accessing information are paving the way for seamless and safe autonomous driving experiences. Our eUFS harnesses its exceptional speed capability to power on in-car systems in two seconds with instant data access. Our AutoSSD stores map data for autonomous driving at the highest bandwidth. The LPDDR5 DRAM component makes use of a highly advanced, speed-optimised and energy-efficient circuit architecture to transfer data from automobile sensors instantaneously, and the GDDR6 DRAM allows for AI deep learning thanks to its ultra-high bandwidth.

In-vehicle infotainment

In-vehicle infotainment systems have come a long way in the past few years, but in the future, they will change the way people look up maps, connect with others, access an expansive range of information and entertainment — and otherwise lead the digital lives people have become accustomed to on their smartphone.

To enable this kind of future, Samsung is drastically improving in-vehicle infotainment systems’ main processors in both performance and high-speed memory, while maintaining ISO 26262 safety certification from TÜV Rheinland. Samsung’s Exynos Auto V9 processor supports up to six displays and multiple operating systems, while the LPDDR4X, LPDDR5, UFS 2.1 and UFS 3.1 solutions are lightning fast, even under tough temperature and vibration conditions.

Looking to the future

There is much to be excited about with the future of driving — and Samsung is perfectly positioned to be the technology partner of choice driving that future. With a diverse portfolio of advanced automotive components, Samsung’s industry-leading semiconductors offer a unique reliable foundation for the future of automotive mobility.