What if Apple built an iCar? What would it be like?

1. iCar
A Reality Check
Stephen Chen
VP, Global InSight LLC
September 2012
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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?
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5. Is Apple good at what car buyers want?
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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?)
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11. Where are we headed?
 Autonomous Stanford
Driving
DARPA Grand
Challenge Winners
CMU
Italy
Google
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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
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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
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21. Security of V2V and V2I remains a challenge
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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
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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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