June 2022

Report 1003

SBD Insight – AutoTech: Detroit 2022
Conference Summary

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Report Contents
Summary & Key Takeaways
1The buzz topics and key trends from this year’s
AutoTech: Detroit conference - and what they mean
Pages 4 – 13

Exhibition Highlights
2Exhibition and announcement highlights of brands,
suppliers, and others featured at AutoTech
Pages 14 - 26

Contact Us
3How to get in touch for all your AutoTech needs
Pages 27 - 28

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1

Summary & KeyTakeaways
The buzz topics and key trends from this year’s AutoTech: Detroit
conference - and what they mean

AutoTech: Detroit Overview
AutoTech: Detroit 2022 in numbers
No. ofSponsors

No. ofExhibitors

No. ofSpeakers
No. ofAttendees

Next Date

What is AutoTech?

50AutoTech: Detroit (formerly TU-Automotive), hosted at the Suburban
Collection Showplace in Novi, MI, brings automotive technology experts
together to explore the future of the industry by showcasing the latest
technologies and vehicles – centered around the user experience andinteriors.

59• Conference – keynote speakers, fireside chats, expert panels, and morediscuss technology, software, and connectivity as an integral part of thevehicle interior and user experience from concept to design,
manufacturing, and future use cases.

• Exhibition – developers, suppliers, and new technology startups gather topresent their latest products, platforms, services, and knowledge.

132~2,000• Awards – AutoTech hosts both the Informa Tech Automotive Awards andthe Wards 10 Best Interiors and UX Awards.
In addition, sponsored events took place around the Showplace, including
the COVESA AutoTech Networking Reception and the BlackBerry | QNX
Telematics & Tonics social.

June 7 – 8,2023
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AutoTech highlights a return to togetherness
Events are back in full swing!
The AutoTech floor was abuzz with excitement as the industry
makes its return to face-to-face events.
It was a refreshing experience for new and familiar faces alike tocome together, engage, and get hands-on with technology
demonstrations, guided tours, vehicles, and resources.
There is no better time to foster industry collaboration than now,as the industry propels itself ever-faster towards a new era ofelectrification, connectivity, and the software-defined vehicle.
Whether or not you were able to attend, we hope the insights
gleaned from AutoTech: Detroit 2022 get you as excited for thefuture as we are – because this is just the beginning:
SBD Automotive and key industry players will also be at the•North American International Auto Show | September 14 – 25, 2022•

LA Auto Show | November 18 – 27, 2022•

Consumer Electronics Show | January 5 – 8, 2023

Source: Auto Connected Car

See you soon!
Source: Wards Auto6

The Top Trends
The conference and exhibition covered a host of topics pertaining to interiors and the user experience. In particular there wasa heavy slant towards the software-defined vehicle and everything that encompasses. Along with the exhibition’s
demonstrations of products and services, there was an interesting conversation surrounding the need for supply chain, talent,and business alignment with automaker and supplier strategies that are already in place.
AutoTech: Detroit 2022 saw participation from automotive and connectivity giants such as Ford, GM, Stellantis, SiriusXM,Verizon, AT&T, and T-Mobile; suppliers and service providers such as ZF, HERE Technologies, and Lyft; and start-ups including
Faraday Future, Rivian, and Lucid.

Software-Defined Vehicles

5G Connectivity

Digital Cockpit & the Future ofInfotainment

Autonomy

SafetySustainability

7Key Trends at AutoTech: Detroit (1/6)
Software-Defined Vehicles stole the show
▪ Exhibitors, demonstrations, and conference panels all seemed to revolve around the overarching theme of software and its increasing role invehicle development.
▪ Representatives from Stellantis and SBD’s Alex Oyler hosted a fireside chat to talk about the “Software Defined Future of Mobility.” Of note,~$22.5B USD in revenue is planned by 2030 through software alone, including via new business models such as Stellantis’ “data entity,” themonetization potential of connected car data, services and subscriptions, on-demand features, service retention and maintenance (e.g., crossselling and up-selling), and the inclusion of software features in a vehicle’s MSRP.
▪ GrapeUp presented on their emerging concept the “Future of Digital Twin – Virtual World and Knowledge Model in the Cloud.” The “virtual world
is an extension of the vehicle shadow concept, where the multiple types of digital twins coexist in the same environment knowing their presence
and interfaces.” The virtual world digitally represents vehicles, road infrastructure, positioning systems, pedestrians, and more, and all vehicles
considered within the same environment may share data regarding the position of other objects. This can allow for historical and predictivemodeling of accidents / collisions and traffic to route human drivers or autonomous vehicles.
▪ Representatives from Ford, GM, Informa, Sonatus, Rolling Wireless, andSibros gathered to discuss how to “Remove the Pain of Software
Integration,” considering the steps OEMs must take to facilitate aseamless connectivity and platform collaboration that enables future
development within a software-defined vehicle. This goes beyond overthe-air updates to address full software lifecycle management.
▪ Wards Intelligence and NXP discussed the “Impact of Software-Defined
Vehicles on Vehicle Architectures” and noted that there are two EE
architecture shifts ongoing: a logical path created by up-integrating
functionality into existing domains, and a physical path that focuses on
simplifying hardware by altering electronic components, limiting wire
routing, and lowering the cost of manufacture. Both shifts have animpact on the level of performance, safety, cybersecurity, andconnectivity required for operation.
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Key Trends at AutoTech: Detroit (2/6)
5G connectivity enables current and future technology▪ A panel on “Exploring 5G” with Verizon and AutoCrypt discussed at length the trends and challenges surrounding the transition to 5G connectivity.
5G communications will be adopted on a larger scale soon enough, but there is still work to be done. Verizon - specifically VZ Connect – iscurrently focused on fleet management opportunities and core UX in the vehicle.
In the near-term, increasing the data throughput available will notably change the experience within the vehicle. On top of secure informationtransfers, in-vehicle experiences will be more unique between front seat telematics and backseat entertainment opportunities. These experiences
are feasible with this level of connectivity and data availability. There is also value to OEMs in terms of the increased volume of telematics data andmarketing data based on UX and pattern/behaviour recognition enabled by 5G.
However, this transition is not without hurdles. Government transport infrastructure and V2G/V2X communications must align and apply, astransport and mobility solutions are key enablers for 5G. In addition, few U.S. OEMs have announced 5G strategies, and in the near-term thecurve in length of vehicle ownership is going to change as vehicles become more reliable and owners keep their vehicles longer. Vehicles must be
future proofed for OTA updates capable of 5G improvements. The chip shortage has also had a significant impact on 5G and connected services
and has forced a need for consolidation (i.e., eliminating the need for multiple chips in one vehicle). OEMs, telematics service providers, andgovernments must also all consider how to secure the communications and safely store and archive the massive influx of data coming throughthese systems.

9Key Trends at AutoTech: Detroit (3/6)
Smart, digital cockpits are the future of interiors▪ June 8 th’s keynote panel “The Digital Cabin of the Future” was hosted by experts from Stellantis and Amazon Smart Vehicles. Stellantis envisions
a digital cockpit and vehicle experience that brings customers closer to the brand and rethinks how they interact with features over the vehicle
lifetime. Specifically, Stellantis believes in 4 pillars of the smart cockpit: cloud-first intelligence, empathetic UX, multi-modal UX, and closed loop
feedback. Amazon, who is partnering with Stellantis, is providing the OEM with tools and services to pivot towards a software-defined vehicle,including cloud computing, AI, and machine learning to improve the in-vehicle experience.

▪ “Cockpit of the Future – Transforming the Vehicle to the Third Space,” hosted by GM, Continental, Faurecia, and Guidehouse Insights, discussed
how to create a seamless and unique interior that promotes brand loyalty – without having to trade off between interior improvements and thedigital space. Speakers identified the steering wheel as central to the concept of the future cockpit.

10Key Trends at AutoTech: Detroit (4/6)
Autonomy requires ongoing advancements in data and simulation▪ HERE Technologies, a company leading innovation in location technology and spatial intelligence, gave a presentation on “Optimizing ADAS andAutomated Driving Experiences with Location.” The presentation covered how the automated driving experience can be supported and enhanced
through more detailed data, including the enabling and improvement of in-vehicle functionality. HERE highlighted the challenges in transitioning
from human drivers to automated technologies, including the uncertainties of real-world behaviours, the need for a wealth of global data that
goes beyond individual sensors or limited simulations, and the need for consistency in UX between IVI and AD.
▪ “The Agile Development of Testing and Simulation” panel, hosted by Siemens, APTIV, GERPISA, and Aurrigo, also touched on the hurdles(namely, time and funding) in recreating a simulated autonomous testing environment that accurately mimics real-world scenarios, including theneed for an increased volume of real-world data. The panelists also discussed how testing for different levels of autonomy varies widely andsuggested that OEMs explore methods to integrate different testing methods into a cohesive system.
▪ In Lyft’s keynote presentation on “Commercializing Autonomous Technology,” the ride-hailing service explained how multiple years of data andanalysis informed valuable insights to support the user experience and the future of autonomous mobility services. These insights spanned thescope of personal interactions with the vehicle to pedestrian and occupant safety.

11Key Trends at AutoTech: Detroit (5/6)
Public safety is a key consideration in autonomous and connected driving▪ The “Driving Vehicle Safety Forward to Meet the Demands of a Connected World” panel, with representatives from SiriusXM, Honk, CoreTechnology, and SBD’s own Mo Al-Bodour, touched on how safety is the #1 concern for most consumers when purchasing a new vehicle. Thepanel considered how this is translating into the new era of connected cars, including connectivity’s impact on emergency events and the wealthof new vehicle and telematics data that both results from and informs connectivity advancements.
▪ A fireside chat on “Advancing Safety in an Electrified, Autonomous Future through Public-Private Collaborations,” hosted by representatives ofSiriusXM, the Orange County Transportation Corridor Agency, and the Michigan DOT, discussed in part the collaboration needed between OEMS
and governments to incorporate in-vehicle safety features that consider road and pedestrian safety. Speakers considered to what level and how
government agencies should play a role in the regulation of safety features currently in production in order to guarantee ‘safety for all.’

12Key Trends at AutoTech: Detroit (6/6)
Sustainability allows OEMs to reimagine the whole vehicle experience▪ “Sustainability of Materials – Creating a Carbon Neutral Interior,” hosted by representatives from multiple material suppliers and advisors,
covered automakers’ transition towards recycled materials and away from ‘traditional’ materials such as leather; the unique hurdles associatedwith using new materials; and whether there are specific production methods (i.e., digital cutting) that are more sustainable than existingprocesses such as the dye press.
▪ The “Beyond Zen Minimalism: How to Create True Luxury in EVs” panel featured interior design experts from Lucid, Rivian, Lincoln, and Magna
Seating who in part discussed the future of sustainable materials (such as leather replacements) in EV interiors to create a luxury experience
while maintaining a cohesive environmental story.
▪ A panel discussion on “Sustainability & the Future of Transportation,” led by representatives of Strategy Analytics, Pratt Miller Mobility, andAMPLY Power (BP), discussed the need for OEMs to pivot their supply chain processes and business models to support sustainability at everylevel; the partial role of electrification in broader net-zero policy commitments; and how sustainable mobility has grown to encompass all
segments of transportation including rail, shipping, and air.

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2Exhibition Highlights
Exhibition and announcement highlights of brands supplier andstart-ups divided by category

Exhibitors (1/2)

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Exhibitors (2/2)

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HAAS Alert
Announcements / Exhibit

Maturity

Highlights• The alert provides drivers with avisual notification that a real-time,
active roadway safety hazard isapproaching or nearby.
• HAAS Alert showcased their embedded digital
alert as a safety service for connectedvehicles.

On Sale• The system is first launching with
Stellantis and the exhibit featured
a Jeep Wrangler demonstrating thealert system for an emergency anddisabled vehicle.
• HAAS Alert gathers data fromworking directly with fleets andemergency responders.

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TomTom
Announcements / Exhibit

Maturity

Highlights• IndiGO is “the world’s first open,
modular digital cockpit
development platform.”• TomTom provided demonstrations of their
IndiGO digital cockpit platform.

On Sale• IndiGO seamlessly unites vehicle
interfaces, systems, and apps tobring drivers’ digital profiles into
the vehicle – without sacrificing
data privacy and security.

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Continental
Announcements / Exhibit

MaturityHighlights• The theme of third space concept
was “Retro Meets the Future.”• The third space concept highlights
how connected and autonomousvehicles can be used to “drive,work, and relax.”• Continental displayed their third space concept
via a remodeled, 50-year old VW microbus.

Concept /Planned• The vehicle highlights new surface
materials inside the vehicle thatmeet sustainability and durability
trends, like the Benova Eco Protect
and Staynu technology.
• The vehicle also includes ademonstration of Continental’ssmart glass, the Ac2ated soundsystem, and in-vehicle charging.

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Wireless Car
Announcements / Exhibit

Maturity

Highlights• For customers using Android
Automotive OS, Wireless Car’s
Journey Log application can stream
vehicle-generated location data.

• Wireless Car demonstrated their Journey Log
app and Alexa integration with Polestar.

On Sale• The data can be transformed into anormalized format and stored as asingle point, or as one componentof a journey.
• Wireless Car has partnered withPolestar to launch the features
globally.
• The vehicles and services also
support Ask Alexa integration.

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Tactile Mobility
Announcements / Exhibit

MaturityHighlights• The software can detect whether
road surfaces are wet, dry, icy, andmore, as well as monitor tire
stiffness, tread depth, and otherconditions.

• Tactile Mobility showcased a joint software
solution to improve vehicle healthmanagement, safety, and performance bydetecting changing road surfaces and tireconditions.

On Sale• The solution acts as a componentof the steering system and will
enhance the connection between
the driver, vehicle, and road.

• The exhibit offered a live demo of
a vehicle traveling in real-time at
the Nexteer testing ground in
Saginaw, MI. The vehicle passed
over a variety of surface types,
highlighting its monitoring andidentification capabilities on top of
the cloud system UI.

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GrapeUP
Announcements / Exhibit

MaturityHighlights• GrapeUP supports OEMs on
software development forsoftware-defined vehicles.

• GrapeUp presented on their Digital Twin with aconcept of the Virtual World as an extension of
Digital Twin and its tie-in to the softwaredefined vehicle.

Concept• The “virtual world is an extensionof the vehicle shadow concept
where the multiple types of digital
twins coexist in the sameenvironment knowing theirpresence and interfaces.”• The virtual world digitally
represents vehicles, roadinfrastructure, positioning systems,pedestrians, and more.
• All vehicles are within the sameenvironment and may share data
regarding the position of otherobjects.

22SiriusXM
Announcements / Exhibit

Maturity

Highlights• SiriusXM Connected Vehicle is in
the “a la carte” business –functions of their connected vehicle
platform can be integrated with
OEM platforms and does not
require vehicles to be on the SXM
platform to use specific services.

• SiriusXM highlighted a number of products andservices, including their connected vehicle
business, Advanced Collision Notification +(ACN+), and e-commerce.

On Sale• ACN+, an e-call service offering
accurate digital exchange andexpanded data, is active on over
1M vehicles and has reduced
emergency service dispatch timeby over 30s on average.
• SXM’s e-commerce solutions arecomplimentary and are designed toutilize common backend
components from themselves orOEM-specific sources. Products
include SXM Wallet, subscription
services, and a new PayTollo
service for toll payments.

23

Sonatus
Announcements / Exhibit• Sonatus gave two demonstrations pertaining
to Dynamic Data Management and Vehicle
Automation UI.

Maturity

On SaleHighlights• The Dynamic Data Management
solution enables OEMs todynamically and securely collect,process, store, and access allvehicle data virtually. It requires noECU software updates or specifichardware. It is currently enabled inseveral Hyundai and Genesis
production vehicles.
• The Vehicle Automation UI solution
is a no-code solution enabling
OEMs to apply advanced logic andorchestrate actions of existing
features and functionality to create
new and personalized features.
Simple and complex features aredefined in user-friendly cloudbased interfaces via “recipes.”24

QT Company
Announcements / Exhibit

Maturity

Highlights• Outrun is an automotive UI demo
showcasing the possibilities ofbuilding a multi-screen digital
cockpit of the future.

• QT featured a brand new UI demo, Outrun.

On Sale• Outrun features 3D, cinematic
camera movements that replace
traditional transitions and enhance
immersion.
• QT has also added VFX to bringuser experience to the next level,
including a new particle systemthat allows for easy effectgeneration and life-like animations.

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Nota.AI
Announcements / Exhibit

Maturity

Highlights• Nota.AI’s driver monitoring systemshows how AI can recognize anddifferentiate between diverse
driver behaviours.

• Nota.AI demonstrated their in-cabin, AI drivermonitoring system.

Planned• The software is capable of runningat varying levels on multiple
devices, including a Raspberry Pi.

• Nota.AI was able to develop a ‘fastand light’ driver monitoring systemthrough the hardware-aware AI
optimization platform NetsPresso,
which is designed for lightweight
AI model development andenabled Nota.AI’s Edge AI solution.

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4

Contact us
How to get in touch for all your post-AutoTech needs

Contact Us

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you can email us at info@sbdautomotive.com or discusswith your local account manager below.

info@sbdautomotive.com

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USAGarren Carr
North America
garrencarr@sbdautomotive.com+1 734 619 7969

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