Texas Instruments (TI), a global semiconductor leader, is shaping the future of automotive technology by leveraging its vast expertise in analog and embedded processing chips. From industrial and personal electronics to automotive and enterprise systems, TI’s innovative approach is built on scalability, flexibility, and customer-centric solutions, noted Elizabeth Jansen, India Sales & Applications Director at TI.
TI’s journey from a niche player to a broad-market leader in the automotive sector highlights its customer-first philosophy. Speaking to Mobility Outlook, Jansen, said, “We design products based on customer needs and manufacture them in-house.” This unique combination offers unparalleled scalability and flexibility to customers navigating an increasingly complex technological landscape.
According to Jansen, “Accurately predicting the future is challenging, but our approach focuses on offering customers maximum scalability. We understand that even for our customers, forecasting exact needs and timelines isn’t straightforward. Therefore, providing a platform approach with scalable solutions is key. This ensures that our customers can adapt seamlessly without overpaying for complex solutions when simpler options suffice. By integrating flexibility and cost-efficiency, we empower our customers for long-term success.”
With a software-compatible portfolio of microcontrollers, the company enables customers to scale effortlessly. Starting with cost-effective solutions, the portfolio allows integration of advanced processing power, external features, or higher pin counts as needs evolve. For high-performance computing, TI’s TDA4 series, featuring Cortex A72 processors, provides customers with both high-end and entry-level variants for tailored flexibility.
Revolutionising Semiconductor Content In Cars
Despite a potential reduction in the number of Electronic Control Units (ECUs) in software-defined vehicles, semiconductor content per vehicle is increasing, she mentioned. High-performance computing (HPC) and local control units for functions like windows and seat adjustments ensure that demand for semiconductors remains robust. “This growing need for processing capability in cars presents an exciting opportunity for TI,” Jansen explained.
Collaborating Across Ecosystem
TI’s reach spans OEMs, Tier-1 suppliers, startups, and emerging companies, particularly in India’s burgeoning two-wheeler market. Its broad portfolio is designed with automotive-grade quality, robust documentation, and affordability. Recent innovations, such as a voltage inverter, exemplify TI’s mission to make semiconductors accessible and transformative, shortening time-to-market for customers while enhancing cost efficiency.
Leading Charge In GaN
While some automotive players invest in silicon carbide (SiC), TI focuses on Gallium Nitride (GaN) technology for its superior efficiency, smaller size, and faster switching speeds. “GaN is particularly well-suited for India’s dominant 48-volt two-wheeler market,” Jansen noted. This investment helps TI to meet regional requirements with cutting-edge solutions.
Empowering ADAS
TI’s edge AI technology powers real-time data transformation and decision-making essential for ADAS applications. Solutions like the AM69A and TDA series processors come equipped with AI accelerators for high-complexity calculations, meeting the rigorous demands of autonomous driving.
Seizing Opportunities In New Mobility
According to her, TI is at the forefront of new mobility from electric vehicles to alternate fuels like hydrogen and fuel cells. Its battery management portfolio and motor control solutions, such as the C2000 microcontroller, offer low-latency real-time feedback essential for applications like braking and acceleration. TI’s high-accuracy sensing solutions for current, voltage, and temperature further enhance its capabilities in electrification.
Supporting Vintage Technologies
TI’s innovations extend to traditional technologies like switched reluctance motors, which require sophisticated control systems. The company’s DRV83X series motor drivers optimise efficiency and performance for diverse applications, from lower to higher voltage inputs, reflecting its adaptability across various automotive architectures.
Through its commitment to scalability, affordability, and regional adaptability, Texas Instruments is not only shaping automotive technology but also accelerating the industry’s transition to a smarter, more sustainable future.
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How TI India Evolved From A Humble Beginning To A Global Innovation Powerhouse