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Introducing our ADAS initiative to the automotive industry
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Insight
Nov 4, 2020
Introducing our ADAS initiative to the automotive industry
We spoke to Lenora Clark, director specializing in autonomous driving and safety technology, about new material offerings, and what this means for OEMs and/or Tier 1s.
Can you summarise MacDermid Alpha Electronics Solutions’s offerings in advanced driver assistance systems (ADAS)?
Design flexibility
The use of ADAS is a rising trend in the automotive space, encompassing a wide range of different systems and software. At MacDermid Alpha Electronics Solutions, we focus specifically on the hardware to help customers deliver design flexibility and enhance their product performance through providing fast, reliable solutions for advanced safety.
Industry expertise
Radar and vision systems are the two largest growing segments in this field, as it is essential that sensors reliably interact within vehicles and with the surrounding environment – to produce consistent reactions to complex scenarios during all stages of autonomous driving.
These are also the areas where we feel our materials have the most significant impact at a systems level. Our industry experts within MacDermid Alpha Electronics Solutions offer a single information point to connect the global automotive supply chain.
What experience does MacDermid Alpha Electronics Solutions have in ADAS?
60 years experience
Autonomous driving and safety systems rely heavily on electronics — an area where we have over 60 years’ experience as a specialty chemicals supplier. For example, we have provided effective high-density design solutions to the handheld market for over a decade. We have also been integral in providing solutions to military and aerospace.
Trusted in electronics
Our specialized expertise in multiple markets and knowledge of the automotive industry, alongside our product portfolio, has allowed us to understand the importance of reliability, safety and innovation. This is particularly important in hardware exposed to harsh environments and where they are used in life critical applications.
As a result of our heritage in the industry, we are a trusted leader in the electronics space, as well as a design enabler for the next generation of connected automated technologies in the changing automotive market.
How can customers benefit from MacDermid Alpha Electronics Solutions’s extensive experience in the sector?
Unique in the industry
MacDermid Alpha Electronics Solutions is unique, as we take a holistic approach in how we deliver materials and solutions. For instance, we supply the assembly materials to join components to the circuit board, as well as providing cleaning and plating solutions for circuit board manufacture.
In addition, we have teams that work specifically on semiconductor solutions, to deliver faster and more efficient systems.
Our knowledge across the supply chain means we have the opportunity to view all material performance and interactions individually across segments of the build. This gives a 360° view of the entire system.
The automotive industry is at a turning point, not only with the steady rise of electric vehicles, but also with the high level of automation and the quality of interior / exterior trim that consumers have come to expect.
MacDermid Alpha Electronics Solutions is already meeting these growing needs for next-generation automotive hardware, with a full line of cutting-edge solutions and unrivaled expertise — enabling us to pre-empt future designs with state-of-the-art integrated technology.
Why is now a good time to launch MacDermid Alpha Electronics Solutions’s ADAS initiative?
Upgraded electronics
This is an exciting time in the automotive industry. Historically, automotive was considered rather conservative, but now there is a massive influx of electronics and new design, which is dramatically changing the landscape.
It’s a good time to launch our ADAS initiative, as many of the existing automotive suppliers, as well as the car makers themselves, are looking for collaboration amid such a fast-paced climate. The market has also changed substantially over recent years, with plenty more new car makers in the mix – making it a dynamic space.
What are the greatest challenges in the ADAS market?
Meeting new legislation
The biggest challenge is how more traditional companies navigate the dynamic marketplace reliably and quickly, in areas that are quite new to them. By partnering with someone like MacDermid Alpha Electronics Solutions, they have access to extensive experience in different market segments which will be crucial as they start to adopt new technologies while maintaining reliable solutions that withstand harsh environments and adhere to rapidly changing safety legislation.
As a company, are you continually innovating?
Learning from handheld devices and aerospace applications
Yes! Currently, there are certain applications in the automotive space where we can take products that were successful in another market segment, like smartphones, handheld devices, or even military applications, and apply them into the automotive sector, because of the introduction of similar technologies.
Automobiles require robust technology
There are also areas where we must make improvements, and this is where we use more raw innovation, because the level of robustness required for automotive is greater than what we have seen in other areas. We can look at the backbone of existing products and develop on top of that.
It is therefore a combination of minor adjustments to existing product lines, and innovation to enhance some of our products specifically for automotive.
Our knowledge across the supply chain means we have the opportunity to view all material performance and interactions individually across segments of the build. This gives a 360° view of the entire system.
What are the greatest opportunities in the ADAS market?
Electric vehicles
Back in 2019, we saw a dramatic increase in the number of new electronic components being developed for vehicles. This innovation is largely driven by the requirements for advanced safety, which is facilitating the steps that need to be taken to achieve successful autonomous driving.
Although historically ADAS was only seen in high-end cars, the technology is now widely used in entry level vehicles, too. It is therefore an opportunity for significant growth, both for MacDermid Alpha Electronics Solutions and OEMs or Tier 1s looking to differentiate themselves in the market.
Why is it so important to understand the value chain when working with ADAS technology?
High yields are required
The automotive supply chain is more unique compared to conventional electronics, consumer electronics or handheld devices. For example, high levels of reliability have become expected in the sector, yet vehicles are mass produced requiring very high yields.
Life critical applications
It is therefore essential to have a trusted and experienced supply chain in the automotive industry, from the chemical supplier, all the way to the car maker – particularly for safety or life critical systems. For instance, working with MacDermid Alpha Electronics Solutions, car makers and Tier 1s can have the peace of mind that we are a global supplier, with extensive industry experience.
What plans/objectives are there for the future?
We are a trusted partner
We are looking to further develop our partnerships with automotive Tier 1s and OEMs on automated driving systems, ranging from limited driver assistance (level one/two) through to full autonomy (level five) in the future. Our aim is to be known for our innovation and technical capabilities in this supply chain. Additionally, to maintain our reputation as a reliable source of support and an expert resource for material selection associated to ADAS systems throughout the supply chain.
