“ADI's expertise and portfolio in high performance signal processing and its impressive innovation capability made ADI an obvious choice as long-term strategic partner in our Progressive Semiconductor Program (PSCP)” said Rick Hudi, Chief Executive Engineer Electrics/Electronics at Audi. The development activities will focus on innovative solutions for new functionalities as well as on making existing solutions more affordable. "We can imagine a number of different scenarios", said Stefan Steyerl, Director Automotive Sales for ADI. "The range of options spans from jointly developing basic technologies to designing application specific products".
The announcement also reflects the increasing demand for semiconductors by the automotive industry. With the complexity of semiconductor-enabled applications continuing to increase, this collaboration allows both companies to work more effectively together to engineer greener, safer and more pleasing cars that are compliant with global regulations and legislation.
The collaboration also will enable both parties to develop a deeper understanding of the mutual engineering approaches and ways of thinking, Steyerl added. "Through this collaboration we will gain valuable insights in long-term goals and technology development. It will definitely facilitate the communication between these two worlds".
For ADI, the Audi collaboration is important, but the company already holds significant automotive expertise and experience. In 2012, sales to the automotive sector represented 17 % of ADIs total turnover. "This is our fastest growing segment", said Steyerl.
Also from Audi's perspective, the collaboration covers important technology segments but it is far from being exclusive. Also in Audi's PSCB boat are at least NXP and STMicroelectronics and perhaps others.