Webinar on What are the Challenges at Different Levels of Autonomy? by Jeff Hannah, Director, North America at SBD Automotive

1. SBD Automotive –
Harman Webinar – What are the Challenges at Different Levels of Autonomy?
Accepting the Autonomous Challenge!
July 31, 2018

2. Are YOU ready?
2SBD Automotive – What are the Challenges at Different Levels of Autonomy?

3. 3
About SBD Automotive
Connected Car Autonomous Car Secure Car
Through independent research, evaluation and strategic support, we help vehicle manufacturers
and their partners create autonomous, more secure and better connected cars
Infotainment · Apps · Navigation
Car IT · Mobility · Telematics
Autonomous Cars · ADAS · Robotaxis
V2X · New Autonomy Ecosystems
Cyber Security · Anti-theft
Risk Assessments · Countermeasures
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

4. 4
Industry-leading research & consultancy to support your autonomous vision
Industry
Consumer
Testing
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

5. How the industry sees autonomous cars
5SBD Automotive – What are the Challenges at Different Levels of Autonomy?

6. 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020
Autonomous is not new… ADAS is evolving steadily to automated driving
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By 2020 over $10B in B2B revenue,
>16 brands announcing plans to introduce Level 3+ autonomy
Launch of
Adaptive
Cruise
Control
First launch
of Forward
Collision
Warning
Lane Departure
Warning enters
mainstream
brands
Adaptive
Headlights
Launched
Stop & Go
ACC
launched
First Driver
Monitoring
solution
AEB launched
AEB City
goes
mainstream
First steer
assist & AEB
Junction
Rear Cross
Traffic Alert
Auto
lane
change
Hands free
highway
driving
First Night Vision
systems
First SAE L3
expected
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

7. A quick definition - what does ‘autonomous’ really mean?
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The big shift is in the level of autonomy that will be enabled through driver assistance systems
Control the Vehicle
1 2 3 4 5
Monitor Environment
Dynamic/Emergency Driving
System Capability Driver
assistance
Partial
automation
Conditional
automation
High
automation
Full
automation
SAE Levels of Autonomy
0
No
automation
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

8. The “C.A.S.E.” vision comes to life when cars can drive themselves…
8
 Redistribution of assets
 Maintenance/fleet
operations centralization
 Eliminates human driving
costs
 (Near) 24/7 utilization
opportunities
 New business models for
automotive OEMs beyond
private vehicle sales
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

9. The industry’s autonomous roadmap – two divergent paths
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Personally owned
Automated Vehicles
Continuous intervention/capability for
extended periods of control
(minutes to hours)
Focus is automating aspects of driving a
passenger car to deliver safety and
convenience
“Increase Content, But
Business as Usual”
Autonomous mobility services
Robotaxis
Ability to operate without a human driver
in a pre-determined area to deliver an
automated ride-hailing service
“Make Ridesharing Profitable”
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

10. Passenger vehicles vs. robotaxis
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Passenger Vehicles Robotaxis
SAE Levels 1-4 4-5
External Sensors < 15 40+
HD Maps Secondary Input High Reliance
Weather Most Conditions Favorable Conditions
Geofenced Functionality Limited Yes
Styling Constraints Minimal Visual Impact None
Vehicle Maintenance Normal Sensor Specific
Functionality Standalone Customer Helpline/Panic Button
Powertrain EV/ICE/Hybrid Predominantly EV
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

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Audience Question: What is the #1 challenge facing the successful deployment of autonomous cars?
A. User acceptance
B. Business model
C. Sensors and localization
D. Validation and testing
E. Liability concerns

12. Many autonomy issues still remain unsolved…
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User Acceptance
How quickly will early adopters
become comfortable with
autonomous cars?
Sensing & Localization
How can engineers ensure robust
performance to enable the vehicle
to make sense of its environment?
Infrastructure
Will autonomous cars require
additional roadside
infrastructure to function?
Liability
If an autonomous car causes an
accident, is it the OEM’s fault?
Path Planning
How will the car obey the rules
of the road?
Robustness
How can you validate AI-based
software systems?
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

13. Police hand signals
Emergency vehicles
(flashing light status)
Irrelevant targets
In addition, detecting and classifying object scenarios continue to prove difficult
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School bus
Understanding someone’s intention… the
ability to “see socially”
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Reflections
Poor visibility & weather
Unusual vehicles & loads
Road construction or damage
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

14. #$6^@% the police (and taco trucks!)
14SBD Automotive – What are the Challenges at Different Levels of Autonomy?

15. What’s driving the market?
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Where does the greatest available market for autonomous cars lie?
Congestion & Accidents
Government Incentives
Technology Push
EuroNCAP
Automated Parking
Industry Lobbying
Mobility Solutions
Competitive Push
Fatality Reduction
Global NCAP
90% of world’s auto fatalities
occur in blue markets
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

16. What are the deployment timescales?
16
Autonomous
personalvehicles
2019 2020 2022 2024 2026 2028 2030
Advanced
mobilityservices
first commercial
autonomous ride share
schemes to go live in
select cities
Fast Followers
launch L5 vehicles for use in
ride-share schemes
Leaders
deploy L3 features
on flagships for
highway driving
The long-term deployment outlook for
autonomous mobility remains somewhat
uncertain but is changing fast
Fast Followers
deploy L3
features for
highway driving
Fast Followers
deploy L4
features
Leaders
first L4 feature
anticipated
Most OEMs are targeting highway autonomy
(piloted driving or traffic jam assist)
for their initial deployments
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

17. Targeting launch of Level 5 autonomous vehicle for use in ride sharing
applications by 2021; currently exploring trials for ride share & other uses
Deploying autonomous Bolt EV with no pedals or steering wheel in a
ride sharing program in “multiple” US cities in 2019
Encouraging partners to deploy vehicles using their ride share platform;
also investing in own “Level 5” R&D center to develop autonomous tech
Expanding trials to new cities and allowing members of public to ride in
vehicle with no safety driver, new Purchase Orders to JLR and FCA (85K
units)
Ordered 24,000 autonomous SUVs from Volvo for deployment between
2019 and 2021
Charging ahead but not doing so alone = partners matter
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Waymo
Uber
Lyft
GM
Ford
Key Industry Partners
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

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The autonomous user experience brings new challenges, new opportunities
Utilization of Free Time
SAELevelsofAutomation
Rider Inclusion
Consumer Owned Mobility as a Service
Driver Centric Passenger Centric
Level5Level0
Situational Awareness
Instrument Cluster HUD
Dedicated
Autonomous
Display
Infotainment
Display
Information Conveyed
Audio Text Color Graphics
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

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Sensor technologies /
architecture
SAE Level
SAE Level 2 SAE Level 3 SAE Level 4 SAE Level 5
Radar    
Camera    
Ultrasonic    
LiDAR   
Map data   
V2X   /  (scenario specific) /  (scenario specific)
What technologies will be needed to support each level of autonomy?
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

20. A bottom up approach to the AV stack… race to integrate the pieces
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In-Vehicle
Software
Platform
Hardware
Platform
Vehicle Platform
Cloud Platform HD Maps Simulation Tools Data Platform
Security
Framework
OTA Updates Voice Services
Map Engine Localization Perception
Path Planning &
Egomotion
Control & CAN
Proxy modules
HMI
Runtime Framework
RTOS
Sensor Fusion
Hardware
GPS / IMU Camera LiDAR Radar HMI Display EDR
Drive-by-wire Vehicle
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

21. 21
Audience Question: Is Vehicle Connectivity Required to Safely Deploy Autonomous Vehicles?
A. Yes – Absolutely Required
B. Maybe – Likely/Nice to Have
C. No – Autonomous Cars Should Operate in All Conditions

22. 1
2
3
BEFORE
DURING
AFTER
How connectivity can support advanced autonomy… NOW!
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Before During After
Pre–Planning the Journey
Downloading the destination
into the car from the user’s
phone
Enabling Mobility Services
car location, availability &
booking
Informing the Vehicle about upcoming driving
situations
Real Time Traffic Information
Platooning
– Authorization for joining or leaving the platoon
– Interaction with non–platooning vehicles and
infrastructure
Remote Vehicle Diagnostics and Repair
Navigating Through Traffic
Traffic Light Status Information for optimal speed
management
Notification of approaching emergency vehicles
Remote/Valet Parking
– Access to parking maps
–Availability and exact location
of free parking spaces
–Parking policies such as hours
and charges
– Communication with
infrastructure to support
navigation through the car parc
Communication at the end with
mobility services
Continuous Feedback Loop
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

23. Use cases for cloud-based connectivity platforms in autonomous vehicles
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OTA
• Homogenous software/firmware
updates
• Security patch management
• Premium feature purchasing
• HD map updates
• A.I. and deep learning benefits
Driver Detection/Recognition
• Vehicle personalization
Maps
• Lane-level guidance
necessitating larger map files
• Safety-data fused maps
Fleet Data Analytics
• Smart traffic management
• Vehicle diagnostic and reliability
data
• Sensor swarming
• Journey history/patterns
Haulage
• Fleet management
• Supply chain integration
Mobility Support
• CRM, billing & subscription support
• Fleet routing and optimization
• Vehicle retrieval
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

24. OEMs beyond Tesla and GM will
begin to leverage OTA updates to
create upsell opportunities
Most premium and volume OEMs support
some level of OTA updates
Vehicle automation driving the rollout of automotive OTA Solutions
24
FuturePresentPast
OTA updates used for “just in time” updates
in OEM plant
Brought-in phone applications updated using
Bluetooth connection and customer’s cellular
data
Tesla launches Model S, the first vehicle to
support OTA updates to powertrain
components
FCA infotainment hack highlights important
role OTA updates can play in cybersecurity
strategy
2012 2014
Significant start-up and acquisition activity
amongst suppliers of OTA update technology
2016 2017
Government mandates begin mention of
OTA updates within the context of V2x and
ADAS applications
Enhanced focus on standardization of OTA
update technology from OEMs
Activity by all OEMs to integrate OTA update
technology into their vehicle technology stack
2018 2019 2023
OTA updates expected to be
commonly used within ADAS and
deep learning applications
OTA update capability to be
deployed in developing markets
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

25. What about V2X?
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• Hazard Warning
• Temporary Road Works
• Congestion Warning
• Weather Warning
• Hazard Warning
• Road Condition Warning
• Oncoming Emergency
Vehicle
• Stationary Vehicle Warning
• Loss of Control Warning
• Vehicle Speed Adaptation
• Pedestrian or Cyclist Crossing
• Pedestrian or Cyclist Warning
• Detour Warning
• Traffic Signal Timing
• Red Light Warning
• Roadside Information
• Green Light Corridor
• Motorcycle Warning
• Hazard Warning
• Loss of Control Warning
• Vehicle Charging
Scheduling
• Electrical Grid Loading
• Peak Load Management
V2G
V2C
V2V
V2P/B
V2I
Vehicle-to-Grid
Vehicle-to-Cloud
Vehicle-to-
Vehicle
Vehicle-to-
Pedestrian/Bicycle
Vehicle-to-
Infrastructure
Improving Safety
Managing
Congestion
Value-Added
Services
V2M
Vehicle-to-
Motorcycle
V2X is the ability of vehicles to connect
directly or indirectly with their surroundings
What for?
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

26. V2X technology choices vary, industry yet to fully coalesce
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LTE- Cellular
Base
station
controller
Base
station
controller
Mobile switching
center
Range: ~300m
Latency: <20ms
Reliability: High
Communication
Cost:
Unlicensed spectrum -
free
DSRC LTE-Direct LTE-Cellular
Range: ~300m
Latency:
<20ms
(expected)
Reliability: Under investigation
Communication
Cost:
Operator must pay for
frequencies
Range: Several km
Latency:
<10ms
(with 5G rollout)
Reliability: Under investigation
Communication
Cost:
Operator must pay for
frequencies
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

27. Autonomous vehicles make the “CASE” business proposition a reality!
The market quickly diverging into two visions: passenger vehicle automation vs. robotaxi/MaaS
Significant technical, business, and legal challenges to autonomy still to be overcome
Integration the key to fusing together emerging AV software stacks with cloud services
Connectivity can support the autonomous experience – before, during, and after the journey
V2X still matters – most OEMs considering cellular 5G models for V2X, but some recent DSRC commitments
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Key takeaways
SBD Automotive – What are the Challenges at Different Levels of Autonomy?

28. Thank You!
Jeffrey Hannah
Director, North America
jeffreyhannah@sbdautomotive.com
c: 734.883.3417
o: 734.619.7969
linkedin.com/in/jeffrey-hannah/