The document discusses the challenges of designing an "iCar" modeled after Apple's brand and approach. It would need to meet Apple's standards for ease of use, integration, and safety while addressing the immense technical challenges of automotive engineering. These include integrating over 100 microprocessors and sensors, meeting various regulatory standards, and developing autonomous driving capabilities. Networking multiple vehicle systems reliably and keeping costs affordable for buyers would also be difficult hurdles to overcome.

1. iCar
A Reality Check
Stephen Chen
VP, Global InSight LLC
September 2012
Page1

2. Outline
a. Design
b. Easy to use
a. Drive-by-Wire
b. Autonomous Driving
c. Networked
d. Safe
i. Active (Pre-collision)
ii. Passive (Post-collision)
e. Premium priced but affordable ($25K-
$30K)?
i. Green isn’t cheap
ii. Serviceability
iii. Over the top services
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3. Steve Jobs dreamed of building an iCar
Where would he start?
What would he like to have in it ?
What can he do given the current
state of automotive engineering?
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4. What is Apple’s brand promise?
Page4

5. Is Apple good at what car buyers want?
Page5

6. The challenges of designing and producing an
iCar are huge
iPhone iCar
Lines of code < 10M > 100M
# Components 10K 100K
# Processors 3 > 100
# Sensors 3 > 100
# Displays 1-2 5-30
Development time 6-12 months 2-3 years
Testing time 3-6 months 1-2 years
SAE, CAN, LIN,
Standards/ FlexRay, CE, FCC,
CE, FCC
Regulatory ISO 26262,
NHTSA, EPA
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7. Many tools and processes are available for design
 CAD/CAM
 3-D Printing
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8. As well as for modeling and simulation
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9. Are cars becoming easier to drive?
 Drive-by-Wire is an
enabling Steer-by-wire
Throttle-by-
technology wire
Brake-by-wire
Shift-by-wire
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10. But there are still some issues
Sudden
Acceleration
(Audi, Toyota)
Throttle-by-wire
(late 1980s)
Shift-by-wire
(late 1990s)
Brake-by-wire
(2015?)
Steer-by-wire
(2020?)
Page10

11. Where are we headed?
 Autonomous Stanford
Driving
DARPA Grand
Challenge Winners
CMU
Italy
Google
Page11

12. Driving from Italy to China
 Parma, Italy to Shanghai, China (13,000 km)
 3 months
 Two vans in line, sharing navigation duties
 Not unmanned (hitchhiker!)
 Electric powered
 Convoy of four vans, six support trucks
 20 staff
http://spectrum.ieee.org/automaton/robotics/robotics-
software/autonomous-vehicle-driving-from-italy-to-china
Page12

13. The Google driverless car
 Joint project with Stanford University
 2010 - present
 6 Toyota Prius, Audi TT, Lexus RX450h
 Over 300,000 driverless miles logged
 Accident
 “Fender bender “when driven by human
 Rear-ended while stopped at a traffic
light
http://spectrum.ieee.org/automaton/robotics/artificial-
intelligence/how-google-self-driving-car-works/
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14. Autonomous Vehicles Challenges
 Public perceptions
 1950’s autonomous concept cars
 Who is the “ultimate driving
machine”?
 Costs
 Laser guidance System - $70,000
 Safety
 Liability 1956 Firebird II
 Regulatory
 Nevada first state to license
autonomous vehicles
1959 Cadillac Cyclone
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15. In-vehicle networking is complex
 3-5 major buses
 Multiple sub-
networks
 30-100 micro-
controllers /
micro-processors
 30-100 sensors
 No redundancy,
multiple single
points of failure
 Mission-critical
functions isolated
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16. Sensors are ubiquitous
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17. Challenges of automotive in-vehicle networks?
 Multiple Time-triggered and Event-triggered protocols
(including 10G Ethernet)
 Bus contention is an issue as more components are
added
 EMI issues are difficult to solve
 Research in underway in introducing gateways and
multiplexors to increase efficiency, security and
reliability
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18. Vehicle networking outside the car
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19. – Ann Arbor, MI
 US DOT sponsored,
Umichigan TRI, Aug 2012-13
 3000 vehicles – cars,
trucks, buses
 Embedded, aftermarket, and
one-way communication
devices
 Dozens of radio-equipped
traffic signals, 10 roadside
servers
 50 OEMs, Tier 1, Tier 2
suppliers
http://www.its.dot.gov/safety_pilot/index.htm
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20. program objectives
Page20

21. Security of V2V and V2I remains a challenge
Page21

22. Multiple ITS Research Facilities
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23. The iCar must be safe
 Active (Pre-collision)
http://www.youtube.com/watch?v=HCoKY_KjVvc
 ABS, ESC
 Tire pressure monitoring
 Adaptive cruise control
 Lane centering
 Stop-and-Go
 Rear camera
 Blind spot camera
 Parking assistance
 Collision avoidance
http://www.youtube.com/watch?v=drgNmZ74eEc
 Night vision
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24. Even if it crashes
 Passive (Post-collision)
http://www.youtube.com/watch?v=omsLbgKrISo
 Lap/shoulder belts
 Head restraints
 Air bags (front, side, curtain, rear)
 Laminated windshields
 Safety cells
 Anti-intrusion bars
 Crumple zones
 Collapsible steering column
 Padded dashboards
 Anti-submarine seats
 Pedestrian protection system
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25. Green isn’t cheap
 Regulatory requirements
 MPG/CAFÉ
 CO2 reduction
 Toxic gas emissions
 Safety (e.g. seatbelts, air bags,
rollover protection, abs, esc,..)
 End-of-life (European Union)
 Alternative powertrains
 Hybrids
 Start-stop
 Electric Vehicles
 Fuel cell
 Natural gas
 Sustainable materials
 Recycled materials
 Biomaterials
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26. Maintaining your iCar
• Real-time diagnostics
• Emergency/Roadside assistance
• Insurance telematics
Page26

27. Finally, new services
 Location aware
 Advertising
 Parking
 Social networking
 Points of interest
 Health and wellness
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28. Health and Wellness – Personal “OnStar”
Monitor pollen levels
Asthma, cold, cough
One-Touch Emergency Button
Two-Way Voice Communication with an
Emergency Response Specialist
Audible Alert Notifications
Always On
Automatic Time Adjustment
Illuminated Display
Rechargeable Battery
Base Station Charger - Illuminates to confirm the
device is docked and charging and can be used as
Glucose monitors attached to driver a night light.
Bluetooth connection to car
Navigate to clinic/hospital if blood sugar too low
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29. What is in the iCar app store?
 Today
 Mobile internet radio iCar Radio Lite
 Locate parked car and how to get there iCar App
 Manage expiration dates
iCar Management
 Record accident
iCar BlackBox
 Engine tuning iCAR
 Manage gas usage iCar Care
 …
 Tommorow?
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30. Someday soon?
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