NEC: Continue to increase market share of automotive MCUs in 2010
Zhao Mingyu, director of NEC Electronics China Automotive Electronics Products, expressed his satisfaction with the performance achieved in the automotive electronics market in 2009. However, it also emphasized that in Europe and the United States, where the automotive market is sluggish, the development of related electronic parts and components has been reduced and lagging to a certain extent compared with 2008. The vigorous development of China's auto industry, stimulated by favorable government policies, has also caused automakers to be busy with vehicle manufacturing and sales due to strong market demand, which has slowed down the steps of technological development.
Therefore, for 2010, Zhao Mingyu hopes that all car manufacturers pay more attention to technology development and differentiated design. For NEC products, Zhao Mingyu hopes to highlight local characteristics. The 32-bit microcontroller series using new technology will be more in line with local customers ’body and audio , Navigation, security and other applications of high quality and low cost.
Zhao Mingyu, Director of NEC Electronics China Automotive Electronics Products
EEWORLD: If we summarize in 2009, what breakthroughs or achievements have we made in the technology and market of the automotive electronics field?
Zhao Mingyu: NEC Electronics achieved good results in the global automotive electronics market in 2008, and the market share of MCUs increased to 18%. Among them, 32-bit MCUs maintained the No. 1 market share in the world for the third consecutive year.
In 2009, NEC Electronics continued to strengthen its capital and technology investment in the field of automotive electronics, including products for the latest 90-nanometer processes for high-end applications and low-cost products for the BRIC market. The continuous introduction of the above new products can ensure that NEC Electronics will continue to maintain its leading position in the automotive electronics market in 2009.
EEWORLD: What do you think are the main changes in the automotive electronics field in 2009? Why is there such a characteristic?
Zhao Mingyu: 2009 was a difficult year for global semiconductor manufacturers. The global economic crisis has caused huge losses to the automotive industry in the European, Japanese and American markets. Due to the shrinking of the automotive market, the development of related electronic parts and components There was a certain degree of reduction and lag in 2008. The Chinese auto industry, which is booming under the stimulus of favorable government policies, has also caused automakers to be busy with vehicle manufacturing and sales due to strong market demand, which has slowed down the steps of technology development. Therefore, global market performance varies among different markets. But in the end, the performance in the electronics field is the same.
EEWORLD: In this year when the Chinese auto market continues to soar, are you or your company satisfied with this year's performance? Which aspect do you think can be further improved?
Zhao Mingyu: Since January 2009, spurred by the Chinese government's policies of "automobile going to the countryside" and "halving the purchase tax of small-displacement vehicles", the Chinese auto market has developed rapidly, and the rapid growth of the auto market has driven The increased demand for the automotive semiconductor market also provides a good opportunity for the development of semiconductor companies. As far as NEC Electronics is concerned, the good performance of the 2009 market makes us confident in gaining more market share next year.
EEWORLD: What factors do you expect to determine the development of the automotive electronics market next year?
Zhao Mingyu: China's auto market will continue to maintain a good growth trend next year, but with the weakening of the government's market incentive strategy, the concept of consumer car consumption will become more mature and rational, so the comparison and performance of electronic equipment among various models will be in To a large extent determines the consumer's willingness to buy, and the car manufacturers will also increase technical investment to meet market demand, and the factors reflected in the development of the automotive electronics market are:
-Rapid product development-Low BOM cost-Good performance and quality
EEWORLD: Please predict which technology will break through in the entire automotive electronics industry next year? So for your company, what products will match with this application?
Zhao Mingyu: In 2009, NEC Electronics launched a series of automotive electronic products for the Chinese market. There are Dx2 series designed for low-end instrument panels, 78K0R / Fx3 16-bit microcontroller products for body / security applications, and 78K0 / Fx2-L series. And the low-cost MCU LIN3, LIN4 series with integrated LIN transponder and voltage regulator, the 10-year NEC product series will be more prominent in local characteristics, and the 32-bit microcontroller series using new technology will be more in line with local customers' body, audio, and navigation , Security and other applications of high quality and low cost.
EEWORLD: What aspects will your company focus on next year in the field of automotive electronics? What aspects will China focus on development? What is special about China's business?
Zhao Mingyu: NEC Electronics will continue to refine the market strategy in the new year to implement the market localization strategy. For the Chinese market, our Chinese automotive electronics department will cooperate with NEC Electronics to optimize the market strategy for the needs of Chinese OEMs and first-tier suppliers. And product strategy, to provide Chinese customers with high-quality, Chinese SPEC MCU products in applications such as body electronics, instrument panels, car audio, security, and chassis, and maintain and expand their market share in China with customer recognition.
EEWORLD: How will the company promote development in these areas?
Zhao Mingyu: NEC Electronics China and NEC global branches have established a "seamless" cooperation in sales, marketing, technology and quality management, which means that NEC Electronics China ’s marketing strategy will also be NEC ’s global strategy, so In all aspects of the implementation of the strategy can get the global support needed to promote the effective implementation of the strategy.
EEWORLD: In addition to technology, what kind of close cooperation do you think the company will carry out in 2010 in terms of government support or cooperation with manufacturers?
Zhao Mingyu: Indeed, in addition to cooperation with car manufacturers, NEC has been committed to cooperation with Chinese universities and related scientific research institutions in the Chinese market to promote education for semiconductors / embedded systems in universities and other educational institutions. At present, NEC Electronics has established cooperative relations with 10 Chinese universities and has invested millions of dollars in these universities to provide equipment, technology and training services to the universities. Many of these schools are geared towards the automotive electronics industry, such as Beijing Institute of Technology, Shanghai Jiaotong University, etc. These schools have also effectively improved their technical / management levels through cooperation with NEC, such as the electric BUS used in the 2008 Beijing Olympics Some of the electronic products are one of the results of the cooperation between NEC Electronics China Automotive Department Engineering Department and universities.
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