Samsung Electronics launches new brands for automobile chips

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Samsung Electronics Co. on launched a new brand of chips designed specifically for automobiles, reflecting its strategy of penetrating deeper into the industry. The world’s top chipmaker introduced the Exynos Auto brand, which will be used in processors customized for cars. The company also unveiled its ISOCELL Auto brand for image sensors.

The brands are updates of the Exynos, a mobile system-on-chip brand launched in 2011 and the ISOCELL products from 2017. Samsung Electronics said the new brands reflect its plan to expand into the automobile market and diversify its portfolio beyond its mainstay mobile chip business.

The company said automobile chips require a longer lifespan and greater durability compared to smart devices and claimed Samsung will be capable of providing improved driving experiences for users.

Samsung added that the Exynos Auto will come in three main categories, namely In-Vehicle Infotainment (IVI), Advanced Driver Assistance System (ADAS) and Telematics.

The IVI provides various information related to driving, including entertainment. The ADAS warns drivers of potential threats, and the telematics system connects to networks to locate cars. The ISOCELL Auto products will also help vehicles identify objects with better accuracy while driving in different environments.

“Based on our technologies proven in the mobile market, we decided to release the Exynos Auto and ISOCELL Auto optimized for automobiles,” the company said, claiming Samsung will continue seeking to meet the different needs from the market for self-driving vehicles.

Samsung said it will start to release new automobile chips to its clients at the end of this year.

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