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1ERC E&E © TATA Motors Ltd.CSV/020210
TURNING VISION INTO REALITY
INNOVATION AND CHALLENGES
AN INDIAN AUTOMOTIVE OEM’S PERSPECTIVE
ISA VISION SUMMIT, BENGALURU, 2nd FEBRUARY, 2010
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2ERC E&E © TATA Motors Ltd.CSV/020210
Factors Shaping OEM vision and strategy Tata Motors – some success stories
World of Automotive ElectronicsPartnership Models – Some propositions
Challenges, Future Trends and Wrap up
STORYLINE
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3ERC E&E © TATA Motors Ltd.CSV/020210
Complete & sustainable transportation solutions – both personal and mass
Holistic “WELL TO WHEELS” approach to sustainable environment
Reduced Product Life Cycle and Time to Market
Technology Explosion
Growing Customer Expectations - Catering to the entire spectrum of user segments: (e.g. Gen X desire for gadgets and gizmos, safety and reliability for elderly drivers etc.)
Globalization of automotive Industry with Regional differentiation
Theatre of Fierce Competition : Innovate or Perish
Global Automotive Scenes shaping our Strategies
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4ERC E&E © TATA Motors Ltd.CSV/020210
Transformation from a Truck manufacturer to an integrated four wheeler automotive manufacturer covering all the vehicles from Nano / Iris to World-truck.- Local to global footprint
Periodic re-invention to align with business realities
Continuous Innovation marks the successful journey so far
Tata Motor’s Journey
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5ERC E&E © TATA Motors Ltd.CSV/020210
1986 witnessed a fierce competition among DCM Toyota, AllwynNissan, Eicher Mitsubishi and Tata 407
Tata 407 success was based on our deeper understanding of the Indian market and aggressive “made in and for India” vehicle.
LCV Battle 1986
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6ERC E&E © TATA Motors Ltd.CSV/020210
Arrival of Indica marked our first brush with passenger car market. Vision behind the move was guided by accurate prediction regarding explosion of domestic car market, USPs such as space, very high level of indigenisation, more car per car branding.
Indica Story – 1999/2000
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7ERC E&E © TATA Motors Ltd.CSV/020210
Ace was an innovative mission to redefine the “last mile”market by introducing a four-wheeler micro-pickup . Previously the market was crowded with three-wheeler tempos. Winning strategies – excellent market positioning, safe four wheel travel, platform strategy, high fuel efficiency, driver comfort.
ACE Experience: Redefining The market
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8ERC E&E © TATA Motors Ltd.CSV/020210
“ .. A promise is a promise ..”
Nano was a real eye-opener for all global competitors! It is a classic lesson in innovation in every aspect of car making : from market positioning, conception, design to advertising.
Nano: The World Winner
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9ERC E&E © TATA Motors Ltd.CSV/020210
• MARKET POSITIONING - ADDRESS BOTTOM OF THE PYRAMID
Hi END
URBAN / SEMI URBAN
SEMI URBAN/ RURAL
AVERAGE CUSTOMER UNDER SCOPE
LOWER LEVELS OF THE PYRAMID
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10ERC E&E © TATA Motors Ltd.CSV/020210
• VALUE PROPOSITION : COST = PRICE - PROFIT
• COMPLETE PLATFORM STRATEGY : MULTIPLE VARIANTS - DEFINING NEW VEHICLES
• DESIGN : START WITH A CLEAN SLATE
QUESTION EVERY TRADITIONAL DESIGN CONCEPT RESULT – REAR 2 CYL ENGINE, SUPERB VOLUME TO DIMENSION RATIO,
CRASH SAFETY STANDARDS,MADE IN INDIA GLOBAL VENDOR PARTNERSHIPS, ETC.
ELECTRONICS DOMAIN: MADE FOR INDIA - VALUE LOADED LOW COST EMSINNOVATIVE INSTRUMENT CLUSTER DESIGNEXCELLENT DIAGNOSTIC CAPABILITIES
MORE TO FOLLOW …………..SAFETY FEATURES – ABS / ESPANTI THEFT SECURITYINFOTAINMENT SYSTEMSHYBRIDISATIONETC.
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11ERC E&E © TATA Motors Ltd.CSV/020210
Nano : Working with Tier 2 – component / Tier 1 supplier
Nano headlamp :
Nano team worked with Tier 2 supplier i.e bulb maker for ensuring Quality product in specified cost targets.
Joint working led to total automation of set up at Tier2 Supplier plant. Mutual benefit to all stake holders.
Nano Instrument Cluster :
Highly optimised and innovative solution.
Architecture and Selection of semiconductors.
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12ERC E&E © TATA Motors Ltd.CSV/020210
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13ERC E&E © TATA Motors Ltd.CSV/020210
COMPLEX WORLD OF ELECTRONICS - PASSENGER CAR
BCM
ESP
TPMS
GPSDIS
Air Bag ECU
FATC
EMS
TOD ECU
EPS
PAS
EPB
IP
Seat control
Infotainment system
BMS
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14ERC E&E © TATA Motors Ltd.CSV/020210
THE WORLD OF ELECTRONIC SENSORS - PASSENGER CAR
Coolant temp
Rain
Crank angle
Steering angle
Light Vehicle speedCam phaseMass Air flow
Tire pressure & temp
Crash
Outside air temp
Throttle position
Occupant detection
Park Assist
Front Satellite Sensor
Seat BeltESP
Side Satellite Sensor
Oxygen
Rotational
Oil pressure
Fuel Lid
Tail gate openDoor
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15ERC E&E © TATA Motors Ltd.CSV/020210
TYPICAL ELECTRICAL NETWORK ARCHITECTURE
Courtesy: BOSCH
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16ERC E&E © TATA Motors Ltd.CSV/020210
COMPLEX WORLD OF ELECTRONICS - COMMERCIAL VEHICLE
DIS
ESP
BCM
TPMS
FATC
GPS Trailer Control system
EMS
Air Bag ECU
Data Logger
Retarder Control
Digital Taco graph
Driver Alert system
Intelligent load management system
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17ERC E&E © TATA Motors Ltd.CSV/020210
Evolution of Automotive Embedded Systems
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18ERC E&E © TATA Motors Ltd.CSV/020210
Development Partnership Models
OEM
Tier1 Tier2
EngineeringService
Providers
- Systems approach
- White Box concept
- Partnership in Development
& Validation
What to expect here?
ECUs, Sensors, etc. ICs, Processors,
Components, etc.
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19ERC E&E © TATA Motors Ltd.CSV/020210
- Sharing Mutual Technology Road-maps
- Workshops and Technology Days
- Proof of concept / Demonstrator Programs
- Pursuing system level approach
- From “ Cradle to Grave” to “Forward Engineering till end of Life”
- Build your own field data bank and electrical signatures
How do we partner with TIER 2 suppliers?
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20ERC E&E © TATA Motors Ltd.CSV/020210
E SmogEMI/EMC
Energy Management: Low power consumption
Low standby current
To keep-up with up-coming networking standards
Safety and Security(ASIL)
Embedded Smart Diagnostics
Smaller foot-print withincreased computational power
Technical Challenges For Automotive Electronics
Reliability
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21ERC E&E © TATA Motors Ltd.CSV/020210
Flip-chip Technolgy(For on-engine controller)
Dedicated chips for EV/HEV (like BMS)
Intelligent sensors And Power-switches
Multi-core CPUs
More Efficient system Architectures than auto-sar
Future Trends: Tier-2 and Service Providers
Metal substrate PCBs and compatible smart switches
Real time-engine/vehicle model
resident in embedded target
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22ERC E&E © TATA Motors Ltd.CSV/020210
“In-car Plugged-in life style
(i-pod, internet,cell-phone)
Alternate fuel drive-trains: HEV/EV
Augmented Reality forDriver Assistance
Driverless Vehicles
Future Trends: Automotive Electronics
Car to Car networking
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23ERC E&E © TATA Motors Ltd.CSV/020210
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24ERC E&E © TATA Motors Ltd.CSV/020210
THANK YOU FOR YOUR ATTENTION
C S Venkatraman, Electrical & Electronics Department, ERC, Tata Motors Ltd., Pimpri, Pune – 411018.
Phone no: 91 20 66331503 / (0) 9822877492 ; Email - [email protected]
_________________________________________________
My humble thanks to all the engineers, professionals, technicians, authors, from India and abroad from whom I have borrowed
profusely and who have made this presentation possible_________________________________________________
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25ERC E&E © TATA Motors Ltd.CSV/020210
THE AUTOMOBILE ELECTRONICS RELIABILITY PYRAMIDIN
CR
EASI
NG
SYS
TEM
CO
MPL
EXIT
YIN
CR
EASING
LEVEL OF R
ELIABILITY
Reliable Vehicle Happy Customer
CUSTOMER
VEHICLECar, Truck
(SUB) SYSTEMSStarting, ABS, DIS, Security,…
NETWORK & WIRINGPower & Communication Nets, connectors,.
COMPONENTSSensors ,ECUs, Motors, Displays, Lamps, Relays.
ELECTRONICS - HW & SWMicrocontrollers, ASICs, Resistors, PCBs, SW Coding, …
1
10s
Few kms
100s
Tens of 1000s
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26ERC E&E © TATA Motors Ltd.CSV/020210
TV Tower ,Mobile Towers, Electricity Distribution Lines
Components affected :
• Immobilizer & Transponder RF comm.
• Door lock/ unlock RKE RF comm.
• Audio/ Navigation Systems
• Any ECU
CHALLENGE: ECO SYSTEM - ELECTROMAGNETIC NOISE IN ENVIRONMENT
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27ERC E&E © TATA Motors Ltd.CSV/020210
Networked Car – Cloud concept
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28ERC E&E © TATA Motors Ltd.CSV/020210
Driver-less vehicles
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29ERC E&E © TATA Motors Ltd.CSV/020210
EV/HEV Drive-train
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30ERC E&E © TATA Motors Ltd.CSV/020210
Flip-Chip Technology
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31ERC E&E © TATA Motors Ltd.CSV/020210
Multi-Core ECUs
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32ERC E&E © TATA Motors Ltd.CSV/020210
Energy Management
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33ERC E&E © TATA Motors Ltd.CSV/020210
Smart embedded diagnostics
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34ERC E&E © TATA Motors Ltd.CSV/020210
Insulated Metal Substrate
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35ERC E&E © TATA Motors Ltd.CSV/020210
Battery Management System Chip