The document provides an overview of the transportation and car business landscape in the United States. It notes that transportation is more fragmented in the US than Finland, with a mix of federal, state and local regulation and service providers. Driving still dominates commuting, with over 86% of commuters driving to work alone. The US has over 240 million cars and annual vehicle sales of around 16.5 million. Several emerging opportunities are mentioned, like electronic logging devices for trucking and mobility as a service applications. Security issues around increasing vehicle connectivity are also briefly discussed.

1. Transportation & Car Business in USA
Overview, Events & Opportunities
Hartti Suomela
November 10, 2015

2. Transportation Landscape in USA
• Transportation/Transit landscape is much more fragmented in U.S. than in
Finland
– Regulation on federal, state and municipality levels
– Service providers and other players are a mix of federal, state and
municipality level actors in addition to many commercial (private)
organizations
• Public transportation owned, constructed and maintained by local & state
governments
– Biggest exception: (Federally owned) Amtrak
• Average American spends 101 minutes per day driving (Harvard Health
Watch, 2013)
• Average American commuter spends 38 hours yearly stuck in traffic
– In Washington D.C., Los Angeles and San Francisco the average is over 60
hours!
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3. Driving Still Dominates:
Methods of Commuting in USA (2012)
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Driving 86.1%
Public transportation 5%
Walking 2.8%
Other (incl. biking) 1.7%
Work from home 4.3%

4. Some U.S. Car Industry Numbers
• There are 1.3 people (including everyone) for every car in U.S. (Ward’s study 2011)
– About 240 million cars in U.S.
• Total vehicle sales in 2014 in U.S.: 16.5 million
• 90,000-120,000 plug-in vehicles were sold in U.S. in 2014 (less than 1% of all sales)
– Nissan Leaf the most common: 30,000+
• Cost of owning and operating a car is about $8,700 annually (typical sedan, 15,000
miles)
– Has decreased slightly due to declines in gas prices and finance charges
• 32,719 people died in motor vehicle crashes in the US in 2013 (estimated economic
cost of $242B)
– Trend is up L
• Self-driving cars are estimated to be an $87B opportunity

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6. Companies Not Named Google Working on
Autonomous Cars
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7. Car Industry Across the U.S.
• The U.S. auto industry capital is still Detroit, Michigan
• Below the states are ranked by the total number of jobs per state
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9. Silicon Valley & Car Industry
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10. New and Emerging Players in Smart
Transportation (small selection)
• On demand rides: Uber, Lyft, Cabify, RubyRide (, Gett, Hailo, Yaxi, uniCabs, Flywheel)
• Ride sharing: (Uber, Lyft), Relay Rides, Ride Pal, Hitch, Zagster (bicycles), Sidecar,
Ridescout, We Carpool, Sunyride, Split Technologies (acquired Finnish Ajelo / Kutsu+ in
2014), Arrive
• Urban mass transit: Leap Transit, Wundercar
• Parking improvements: Voice Park, Luxe, ParkWhiz, Valet Anywhere, Park Around,
Smartpark
• Car connectivity: Vinli
• Single person transportation: (Segway), Onewheel, motorized skate boards, scooters,
• Motorized / Electric bicycles: Faraday Bicycles, Scoot Networks, Lightning Motorcycle,
Karmic Bikes
• Transit planning: Transitmix, Mozio, Zendrive, Roadify, Geniusly, Arrive.by, Placemeter
• Charging Solutions: EV Connect
• Intelligent public transit route planning: Google Maps, Hopstop, Nextbus
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Turo

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12. Startups Unbundling the Car
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Source:
https://www.cbinsights.com/blog/
startups-drive-auto-industry-
disruption/

13. VC Investments to Auto Technology
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14. Where Investments Are Done?
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15. Who Are the Most Active Investors?
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16. Where Car Companies Are Investing?
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Source:
https://www.cbinsights.com/blog/
auto-industry-startup-investing/

17. USA tradeshows 2016
• TU Consumer Telematics Show, January 5, Las Vegas http://www.tu-auto.com/cts/
• CES, January 6-9, Las Vegas, http://www.cesweb.org
– Cars get more visibility every year (car area for CES 2016 sold out fast)
– All major manufacturers present
• TU Automotive Cybersecurity, March 29-20, Detroit http://www.tu-auto.com/cyber-
security/
• TU Automotive Detroit, June 8-9, Detroit, http://www.tu-auto.com/detroit/
• Connected Car Expo, November http://connectedcarexpo.com/
• Others
– Renesas Devcon, http://renesasdevcon.com/
– Connected Transportation (simultaneously with IoT Evoluton) – not worth it

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19. Other Topics of Interest
• Developer offerings
– Hackathons, for example Toyota http://toyota-itc-hackathon.devpost.com/
– Developer programs, for example Ford https://developer.ford.com/ and GM
https://developer.gm.com/
– OEM tech incubator programs, for example Jaguar Landrover
https://www.jlrtechincubator.com/
– Techstars Mobility http://www.techstars.com/programs/mobility-program/
• Partners include Ford Motor Company, Magna International, Verizon Telematics, Dana
Holding Corporation, Honda R&D Americas, and McDonald’s
• Sources of information
– Future of Transportation Weekly http://tinyletter.com/transportation
– Meetups, like Connected Car SF
– Websites like Logistics Management http://www.logisticsmgmt.com/ , Connected
Car Tech http://www.connectedcar-news.com/ and others
– CB Insights, PitchBook, Mattermark, etc.
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20. Opportunity:
Electronic Logging Devices for Trucking
• New rule from Department of Transportation (DOT)
– Truckers need to digitally record the hours they drive – Electronic Logging Devices (ELDs)
– 2 year grace period expected
– Final ruling coming any day now (has already been delayed a couple of times)
• This new ruling will establish
– Minimum performance and design standards for hours-of-service (HOS) electronic
logging devices (ELDs)
– Requirements for the mandatory use of these devices by drivers currently required to
prepare HOS records of duty status (RODS)
– Requirements concerning HOS supporting documents
– Measures to address concerns about harassment resulting from the mandatory use of
ELDs
• Recent related activity in the start-up scene
– KeepTruckin received 8M funding
– TruckTrack graduated from 500 Startups accelerator
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21. Key Features
Hours of Service (HOS) Products
• Tablet
– Typically Android, support for most tablets, fixed or portable, from $80 to $500
– ELD support either through wired or wireless connection
– Fully compliant and self-certified by vendor
– Electronic logs and inspection records (including camera) certified by driver (tablet signature
capture), ability to edit with full audit capabilities
– Prior 7-day PDF retention, ability to display or email to law enforcement when stopped
– Warning of pending or actual violations
– Mix and match drivers, tablets & vehicles
– Easy to use, on-screen documentation
• Portal
– Back-office support viewing drivers, status, logs, edits, mobile work orders, and
communications, data storage
– Fully synced with tablet
– APIs to external fleet systems
11/10/15 © Finpro21 Loaned from a presentation at IOT Evolution

22. Other Potential Opportunities
• Mobility as a Service -discussions still on-going with Palo Alto / Joint Venture
Silicon Valley
• EV charging
– Tesla has built quite extensive charging station network, but otherwise
landscape is fragmented
– Some Finnish companies are already actively looking into this
• Ajelo/Kutsu+ system could grow as part of Split Technologies offering
– Note: Ride sharing field is crowded
• Data analysis / back-end systems for traffic monitoring and orchestration
• Car security
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23. Smarter Car: More Ways to Hack the Car?
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Source:
http://time.com/4035145/intel-
car-hacking/

25. • http://cds.frost.com/p/70019/#!/ppt/c?id=NEE8-01-00-00-00&hq=telematics