automotive supply chain

Call it a wild guess, but I suspect I am not the only follower of the automotive industry who is tired of reading articles that lament the impact of Covid-19 and speculate, to varying degrees of accuracy, what kind of recovery is in store for major automotive markets around the world.I’m much more interested in what solutions and creative approaches people, companies, and countries have come up with to make cars smarter and safer despite the pandemic or even because of it.A friend of mine who works at a major European vehicle OEM told me that “innovation cannot, must not stop – despite current difficulties.” This sentiment echoes through the automotive supply chain, particularly in the resilience of the semiconductor industry during these challenging times.The recent publication of the AspenCore Guide to Sensors in Automotive – Making Cars See and Think Ahead is a refreshingly positive and inspiring collection of articles, interviews, technology deep dives and business news, all carefully curated and edited by AspenCore Global Editor-in-Chief Junko Yoshida.One article I particularly enjoyed was her “6 Trends on ‘Perception’ for ADAS/AV.” The insights she was able to gather from experts attending the AutoSens show in Brussels are fascinating, even if consensus on what, exactly, will be the winning “robust perception” solution appears to be far off. This is only fitting with so many companies elbowing for that prime spot!Another feature article that stood out was Nitin Dahad’s “Level 5 AVs Unlikely Before 2035” article. It wasn’t so much the longer ramp to full autonomy that caught my eye but the daunting challenge the automotive industry and AVs have to tackle: “…all possible unusual driving situations under all driving conditions and in all environments.” This is truly a mind-boggling undertaking. The author argues that the road to Level 5 “is likely to be paved gradually, as more advanced driver-assistance features come to market.” Sounds reasonable.Both these articles point to the need for collaboration across the automotive electronics supply chain in order to not only sustain the pace of innovation, but accelerate it, as we face our current challenges. This made me think about the SEMI Smart Mobility initiative and how the great minds supporting it might be able to help. The initiative is designed to bring together automotive OEMs, Tier 1s, device makers, design houses, equipment and materials companies as well as R D institutes to address shared challenges and opportunities.SEMI used to stand for Semiconductor Equipment and Materials International, but over the past several years – and driven by the advent of IoT, AI, and everything “smart” – we now represent the entire electronics manufacturing and design ecosystem, with more than 2,400 member companies on our global roster. We created the Smart Mobility initiative in late 2017 with the initial goal of connecting a substantial number of members to new business opportunities involving rapidly rising silicon content in automotive. IHS Markit projects automotive semiconductor revenue to continue to grow at a 6% CAGR to 2026.Over the past 2 ½ years, the initiative has quickly evolved into a global platform connecting the semiconductor, sensor and automotive electronics ecosystem under one roof – the Global Automotive Advisory Council or GAAC. While “silicon content” is still the operative word for many of our core members, the Council’s mission is to address opportunities and challenges that impact more than one segment of the value chain. For example, the challenge of getting to zero defects involves just about every stakeholder – from contamination control in wafer carriers to ensuring device reliability and robustness to packaging and, ultimately, system integration in the car.SEMI also encompasses a number of Technology Communities that provide deep technical expertise in support of the GAAC’s mission. Member companies in our MEMS Sensors Industry Group (MSIG) are directly engaged in and contributing to the GAAC work. GAAC Europe Chapter - Participating Companies“Sensorizing” – making things smarter through the application of sensors – has created solutions for the automotive and mobility space that bring innovation, safety, security and comfort to driver and passenger and that benefit the environment around the car.This makes the AspenCore Guide to Sensors in Automotive a great resource for our members and SEMI staff as we collaborate to accelerate the drive toward Level 5 autonomy.If you are interested in learning more about SEMI’s Smart Mobility and the GAAC, please contact Bettina Weiss, Chief of Staff and Global Smart Mobility Lead at [email protected] with permission from EE Times.

Connectivity. Electrification. Shared Mobility. Autonomous Driving. McKinsey Company cites these four disruptive trends behind future mobility — dynamics that could help to transform quality of life for hundreds of millions of people.McKinsey Company predicts that by 2030, mobility innovation could dynamically alter everything from safety in human locomotion to air quality, public spaces and power systems. Much the same way that tiny plankton in our oceans sustain aquatic animals, MEMS and sensors, while small, are crucial building blocks of integrated mobility.As partner at McKinsey Company, Andreas Breiter will explore this connection during his MSEC 2020 presentation, Future Mobility Enabled by Sensorization. SEMI recently caught up with Breiter to preview his October 7 talk at SEMI’s first virtual MEMS Sensors Executive Congress, October 6-8 and 13-15, 2020.Register now for MSEC 2020 and explore this topic with Breiter during the live Q A portion of his presentation.SEMI: You play a dual role at McKinsey Company, advising clients in advanced industries on capital investments and serving on the leadership team of the McKinsey Center for Future Mobility (MCFM). What is the relationship between them?Breiter: Mobility has become so much more than the auto sector. Today when we say future mobility, we’re talking about the convergence of many exciting developments influencing the ways that people and goods move around. Cars have become computers, and we now have to contemplate new frontiers, such as air taxis and electric vehicle infrastructure.Mobility is changing so quickly that it’s inspiring decision-makers from other market sectors to explore what implications it will have for them. We’re helping mining companies think about their haulers, retailers think about their footprints, and insurance companies plan for autonomous vehicles. The MCFM exists as a global think tank to focus on these frontier topics, helping to ensure we are ready for the future. During my MSEC presentation, I’ll explore how those future topics are influencing automotive mobility in the short- and long-term. The MCFM is even more forward-looking, so we’re just starting to build scenarios for what might come in 2040 and beyond.SEMI: How are changes in the mobility ecosystem affecting the automotive value chain?Breiter: In the past, the automotive value chain was clearly structured. We had sensor companies selling to Tier 1 suppliers, who would in turn sell to OEMs, who would sell directly to end customers.The value chain has grown more complex, however. In the future, we might see fleets of robotaxis, which will be owned by companies instead of by individual consumers. Already today, rideshare companies are game-changers because consumers can travel by car without owning one.Plus we see companies offer parts of the user experience such as user interfaces for automotive infotainment. In the past, everything in the car was branded by the OEM, but now we have third-party platforms that let us control some of our automotive infotainment options.SEMI: How are MEMS and sensors suppliers participating in this new value chain?Breiter: The pervasive use of sensors in cars has driven automotive OEMs and Tier 1 suppliers to work directly with suppliers, whose close involvement eases the complexity of integration. Just think about the sensors used in autonomous driving. Getting that right is safety-critical.We’re also seeing suppliers go beyond the individual component level to provide complete systems-level solutions. Advanced driver-assistance systems (ADAS) are a good example.SEMI: Automotive applications tends to have some of the longest design-to-delivery cycles in industry. Will this ever change?Breiter: The automotive product lifecycle was typically five-plus years, with a few years of development before that and continued service after the end of the lifecycle. That gives MEMS and sensors suppliers a 10+ year timeline on one model.With so much innovation taking place, this slow cycle won’t work forever. Over-the-air (OTA) updates, for example, enable new features when they become ready for deployment. I expect we’ll see OTA updates from many end manufacturers in coming years. SEMI: What changes do you foresee in ADAS and autonomous driving?Breiter: ADAS and autonomous features will become much more common. We’ve already witnessed this progression, with introductions first in premier models and later rolling out in more affordable vehicles. Lane-change assist and rear camera followed this path and are now pretty standard. Collision avoidance, as a safety-critical feature, is likely next in line for more widespread adoption.As for fully autonomous driving, consumers will accept that only when it becomes safer than a human driving a car.SEMI: Where is the greatest opportunity in the next five years?Breiter: Electrification of vehicles is number one. When it comes to engines, we’re moving from internal combustion to hybrid and then to electric. Since OEMs are adding sensors for the battery system, for battery management, and for electric motors, this progression represents growth opportunity for sensors suppliers – in particular for hybrid vehicles that contain both powertrain technologies.But that’s not all when it comes to sensors. Outside of powertrains, new sensors are added to enable a variety of functions, including, for example, ADAS and autonomy, as well as increased interior content, such as mood lighting.SEMI: Is there anything surprising coming, sensor-wise, in mobility?Breiter: To enable intelligent traffic systems, you need to make infrastructure smarter — which brings us to sensors. We’re going to see roads and other assets in infrastructure sense the state of traffic, sense what traffic participants are doing, and support connectivity between, for example, the infrastructure, vehicles on the ground, pedestrians on walkways and drones in the air.SEMI: What would you like MSEC attendees to take away from your presentation?Breiter: We’re living in a transformative era for the mobility industry. During the last 100 years of mobility, the ecosystem barely changed. In recent years, however, we’ve seen massive technological gains, largely enabled by semiconductors, MEMS and sensors. Instead of serving as just one of many suppliers, I’d encourage MSEC attendees to anticipate future mobility challenges so they can offer solutions to OEMs and Tier 1 suppliers accordingly.For more information, visit McKinsey Center for Future Mobility. MEMS Sensors Industry Group® (MSIG), a SEMI technology community that connects the MEMS and sensors supply network in established and emerging markets, enables members to grow and prosper. Visit us today.Andreas Breiter leads McKinsey’s capital-investment work for advanced industries in North America as well as its Center for Future Mobility on the West Coast. In his advisory work, Breiter serves a broad range of companies in the automotive sector, including car and truck manufacturers and their suppliers, as well as companies in the utilities and renewables space. He helps executives make strategic choices around product development and helps companies stay ahead of emerging trends, such as autonomous driving, connectivity, electric vehicles, and shared mobility.Andreas holds a Ph.D. in Operations Management and studied in Germany, France, the U.S. and Canada.Nishita Rao is product marketing manager at SEMI.

A lot has happened in fifty years, particularly when it comes to the microelectronics industry. Founded in 1970 by a group of semiconductor industry pioneers who believed that co-opetition — instead of traditional competition—would produce a more vibrant emerging industry, SEMI was born as an industry association.It's fitting during this week’s 50th annual SEMICON West (July 20-23, 2020) — a virtual event for the first time — that SEMI Chief of Staff Bettina Weiss offers her perspectives on the evolution of SEMI from one of the best seats in the house: the 24 years that she has spent helping the association change and grow.Vetrano: You’ve enjoyed a long rich history with SEMI, and now serve as the association’s first chief of staff. What roles have you played at SEMI up to this point?Weiss: I cut my teeth at SEMI by joining SEMI Standards, first serving as standards coordinator at SEMI Europe from ’96-’97. Over the next 11 years, I held a variety of positions at SEMI Standards, culminating with director of international standards from 2003-2008. Given that experience, I have to admit that SEMI Standards are still near and dear to my heart.I moved on to several leadership positions in our former global photovoltaics/solar business through 2014, and toward the end of that stint, I assumed additional responsibilities, becoming vice president of business development. That’s where I dove headfirst into expanding SEMI into emerging regions, including Vietnam, India and Latin America. SEMI goes where members see (or want to better understand) new opportunities, especially in places that had ambitious plans for fabs for microelectronics, including semiconductors and MEMS.In 2018, I became SEMI chief of staff, reporting directly to our president and CEO Ajit Manocha.Vetrano: Now I hardly know where to start! Since I have to decide, what does it mean to be SEMI chief of staff?Weiss: As the first chief of staff, I’ve been able to shape the position, combining the support of critical efforts driven by Ajit with additional project management responsibilities like our Smart Mobility initiative.Working with experienced leaders in our industry, such as the Board of Industry Leaders (BIL), is one of the more rewarding parts of my role at SEMI. The BIL is a group of global executives tasked with advising SEMI on strategic planning, especially when it comes to future-looking initiatives like Smart Mobility, Smart MedTech, Smart Manufacturing, and Smart Data/AI.A lot of the other things I do are meant to support the whole SEMI organization, in partnership with other senior leaders such as Michael Ciesinski, vice president of technology communities, as we create business plans and examine new revenue models that will keep SEMI sustainable and viable for the future. This includes issues as varied as workforce development and diversity and inclusion, and the new digital platforms we use to engage with our members.Vetrano: How does SEMI Smart Mobility initiative exemplify the model of engaging end customers in vertical markets that are important to members?Weiss: When you look at the rapidly increasing number of chips and sensors in and around vehicles, Smart Mobility at its core brings together both the semiconductor/sensor and automotive/mobility supply chains for a more transparent dialogue about needs and wants along the entire supply chain. We are thrilled to count automotive OEMs Volkswagen and Audi as SEMI members. We also work with Tier 1 suppliers such as Continental and many others to promote the open exchange of ideas and foster collaboration among all stakeholders.Smart Mobility is a good example of how SEMI connects two worlds that are now interdependent for the mutual benefit of all players. Automotive companies and component suppliers want to better understand new technology capabilities that enable tomorrow’s infotainment, safety, security and communication protocols. And semiconductor, sensor and component companies see huge upside in supplying the equipment, materials, devices and subsystems that enable the future of mobility. Smart Mobility is a win-win, and the founding concept of our Global Automotive Advisory Council (GAAC).Vetrano: As we look to COVID-19, the single most important event to influence the microelectronics industry — and every other industry — why is SEMI membership more important now than ever?Weiss: Our industry is facing a triple whammy of challenges: a global pandemic, ongoing global trade tensions that impact interdependent supply chains, and a global economic crisis. All these challenges will require our members’ ingenuity, innovation and collective action to overcome them. But inherent in those challenges are tremendous opportunities, and I have no doubt that our members and the entire global electronics ecosystems will find ways to help everyone prosper and advance.COVID-19 has had a huge impact on our members. From the onset of the pandemic, we’ve provided our members with resources including best business practices, insights and data from industry experts to help them respond to a virus that has already changed so many things we took for granted before March. Additionally, SEMI has also advocated with governments around the world on behalf of the industry for essential business status and essential travel to sustain operations. Visit SEMI COVID-19 Resource page for information on industry best practices and much more.Vetrano: Before we look forward, what has changed dramatically in microelectronics since you started at SEMI?Weiss: Through my work with SEMI, I’ve witnessed dynamic, dramatic and sustained change in the microelectronics supply chain. Into the late 1990s, SEMI represented primarily semiconductor equipment and materials suppliers, and we worked with chipmakers – our members’ customers. That’s where a lot of important Standards work happened, for example, and the supplier-device maker relationship was pretty much our world. Over the years, we saw significant change in how companies partner and do business with one another. The digital transformation we’ve been witnessing for the past few years was the impetus for expanding our reach to bring companies in the extended electronics manufacturing and design supply chain together, from sand to system, so to speak. That was also when we invited associations representing flexible hybrid and printed electronics (FlexTech), MEMS and sensors (MSIG), and electronic system design (ESD Alliance) companies to join SEMI and our other technology communities for maximum cross-pollination. That’s because everything needs microelectronic devices and systems. Vetrano: Looking ahead now, what is can the microelectronics industry do to benefit humanity?Weiss: Semiconductors and sensors are often the unsung heroes of progress. Microelectronics can help bring prosperity to the billions of people now struggling on our planet. It can improve access to education for people through e-learning, it can advance agricultural production and streamline the food supply chain to help feed the world’s hungry, it can monitor the quality of the water we drink and the air we breathe, and it can get you in front of a doctor even in the most remote village in India.The beauty of microelectronics is that we are not gated by innovation. As the brilliant visionary Arthur C. Clarke once said, “The only way of discovering the limits of the possible is to venture a little way past them into the impossible.”As an industry association that helps technologists to venture beyond “the limits of the possible,” I invite like-minded technology adventurers to engage with SEMI, starting with registration to this week’s SEMICON West – our first virtual show.As chief of staff, Bettina Weiss reports to SEMI President and CEO Ajit Manocha and manages a broad portfolio of responsibilities. Major focus areas include advancing specific global strategic initiatives such as thought leadership (Think Tanks) and SEMI Smart Transportation vertical application platform, improving organizational efficiency, alignment and financial sustainability, acting as senior liaison to SEMI Board of Industry Leaders, leading strategic partnerships and M A activity, and supporting Manocha in creating a highly effective, agile global association.Maria Vetrano is a PR consultant at SEMI.