Ref: 220-22-05.1

May 2022

ADAS & Autonomous Vehicles

New players jump on thelocalization bandwagon
10-minute InsightAlbert Einstein once said that you can't use an old map
to explore a new world. Maps and localization are becoming an
increasingly important part of the automotive industry’s pushtowards autonomous driving. Accurate localization allows
vehicles to respond in a more predictive manner, operate inbad conditions and safely stop in cases of emergency.
In this insight we analyze how the growing importance oflocalization is leading to an influx of new players (e.g.
chipset suppliers like Nvidia) as well as more M&A (e.g.
Bosch’s acquisition of Atlatec). We also explore which use
cases are generating buzz and what this means for car
makers that are questioning the role they themselves
should be playing within the localization eco-system.

Target audience
Product planning / Strategy

Focus market(s)USA EU China

Investors / Engineering
1What is happening?
SiliconVisionProcessor

Sensor

Perception

Localization
Players

Mono Vision

Imaging Radar

The ecosystem of companies
developing localization services
continues to grow in response toincreased momentum towards
L2/L3/L4 driving automation.
• New players outside of theautomotive industry such as tech
giants and consumer electronics
developers have entered the space.

Stereo Vision

CentralPlatform

Localization

Key takeaway

Perception SW/CV
Algorithm Suppliers• Traditional suppliers too are acquiringand integrating new map-related
expertise to improve their ADAS andAV offerings.

• Maps have become a shared memorythat is referenced by localization
systems to calculate position match.
Radar

Lidar

• Different sensors are integrated tobalance robustness and affordability.
Cameras, radar and lidar contributeto improved localization and provide
redundancy and versatility for better
safety and advanced autonomous
driving.

2Why does it matter?
Millions Units

Global annual sales of L2/L3 vehicles
25

ADAS/AV use cases requiring localization

Key takeaway

Safety:The localization data & maps market
is forecast to reach over $650 million
by 2027, driven primarily by rapidly
growing sales of L2/L3-enabledvehicles. SBD has identified over 20
use cases for in-vehicle localizationthat support safety, convenience andautonomous driving.

Source: SBD Automotive, 2022

• Lane level hazards• Minimum risk maneuver support• Sensor degradation compensation20• Object trajectory-pedestrian / cyclist• Road grip forecast

15

Convenience:• Hands-free highway• Lane level guidance• Augmented reality• Valet parking

10• Hands-free off the highway

Autonomy:5• Last mile delivery• Intelligent speed adaptation• Truck platooning• L3/L4 passenger car
0
2021

2022

2023

2024

2025

2026

2027

• Intelligent Speed Assistance (ISA) has
become mandated in Europe andhands-free active driving assistance(SAE Level 2) is increasingly being
pushed by OEMs – both thesefeatures benefit from localization.
• Known position allows vehicles torespond in a more predictablemanner and improve safety inemergency situations, and incombination with maps allows
operation in difficult weather.
• The raised awareness of theimportance of localization is attracting
more players to localization, includingOEMs that want to do it themselves.

• Robotaxi
3Where next?
Key takeaway1• Standardization of electronic horizon interface
through ADASIS has laid groundwork for first
production use cases

2• Strategic acquisitions by OEMs and suppliers
continue as new localization technologies aredeveloped.
• Premium and volume vehicle development push
for better tech as well as more use cases• GNSS accuracy is improved thanks to better
technology & higher number of satellites

ADAS
enabled bylocation
standardADAS
drivesNewtechFutureOutlookTechdrivesnewADAS

3

AV techspreads
4

Today

1-3yrs3-5yrs• Data collection scales up, enabling ADAS tobehave more naturally in new use cases• Big tech will explore new options tocommercialize data collected from cars andphones• High-accuracy localization for freight trucks androbotaxis will spread to larger areas and fleets• Low-Earth Orbit (LEO) satellites further improveautonomous driving data & positioning

As the complexity of advanced
localization techniques increases, itwill be key for OEMs and Tier 1
suppliers to avoid vendor lock-in.
They will have to either develop inhouse capabilities (at least partially)or choose localization/mapping
partners and architecture wisely.

• Mobile wireless networks will offer 5G
technology to offer localization
without expensive additional sensors.
• OEMs will steward vast amounts ofdata collected from their customer
vehicles, which gives best value whenused in collaborative crowdsourcing.
• New technology has increased theeffectiveness of the global satellite
constellation, as has the number,increasing from around 29 GPS, up toaround 94 with multi-country GNSS.
Longer-term, Low-Earth Orbit (LEO)
will bring thousands of satellites forautonomous driving and general
positioning.

5+yrs4

Who to watch out for?
Key takeaway

Joining the competition for HD Mapping against established players“

Drive is essentially an AI chauffeur, it is full stack, end toend and open for developers to use.
Nvidia Drive map is a multi-modal map engine andincludes camera radar and lidar. It can localize to eachlayer of the map independently which provides diversity
and redundancy for the highest level of safety.
By the end of 2024 we expect the map and a digital twinof all major highways in North America western Europe
and Asia about 500,000 km.
Jensen Huang, Nvidia CEORead more

“The planned acquisition of Atlatec further expands ourexpertise in the field of high-resolution digital maps andmakes us even more diversified. It makes Bosch the only
company that can offer its customers all the necessarybuilding blocks of automated driving – from actuators andsensors to software and maps – from a single source. We
are thus consistently expanding our strong position in thisarea
Mathias Pillin, president of Bosch Cross-Domain
Computing Solutions
Read more

Following the 2021 acquisition ofDeep Map, Nvidia is offering DRIVE
Map for AV and volume production
deployment of SAE Level 2 handsfree & Level 3 ADAS.
• By acquiring Atlatec, Bosch has
gained the capability to build HDmaps, complementing the existingradar crowdsourcing with TomTom.
• HERE has expanded the flexibility of
its offering to include lidar point
clouds and tools to allow OEMs tomake their own map collections.

• Woven Planet is at a crossroads. If
agility is maintained, the AutomatedMapping Platform could expand andmature. If internal stakeholders
focus only on research, proof ofconcepts may not mature towidespread products.
• Companies like Apple may bring big
data expertise to provide alternative
localization methods. Vehicle sensors
may be augmented or replaced byphones and edge computing.
5How should you react?

123Authors
ExploreCut through the buzz around localization byidentifying use cases fitting strategic visionand providing commercial value whileconsidering the accuracy of positioning
technology.

Howard Abbey
Specialist

Related SBD Reports
813
ADAS Sensor
MarketLandscapeOptimize
Evaluate use cases to specific regions andproducts, considering implications in thetechnology selection, such as cost, data use,computation complexity, and fit to broader
perception strategy.

SourceEcosystem choices and system architecture
will be driven by location technology expertiseof associated sensor, data, and software
partners.

Riccardo Del Bello
Research Analyst

811
L4
Autonomousvehicles: Are
we there yet?

Related SBD Consultancy▪ Competitive Assessment▪ Technology forecast▪ Strategic Advisory▪ Supplier evaluation / due-diligence

Interested in finding out more?
Most of our work is helping clients go deeper into new challenges andopportunities through custom projects. If you would like to discuss recent
projects we’ve completed relating to maps or localization, please contact us.
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