CEA and SAE Announce Partnership to Promote In-Car Connectivity

Electronics and Automotive Industry Leaders Discuss Automotive Standards at CES LAS VEGAS, Jan. 11 -- In their opening remarks at the Car Technologies Supersession: The Road to Universal Automotive Electronics Connectivity, held yesterday at the 2002 International CES in Las Vegas, Society of Automotive Engineers (SAE) President Neil Schilke and Gary Shapiro, president of the Consumer Electronics Association (CEA) announced a partnership to leverage the synergy of the two groups to address on-board electronics, computerization and telematics.

The session continued with insights from Herbert Hetzel, administrator of the MOST Corp.; Brad Little, chairman of the 1394 Automotive Working Group; Rob Putman, president of Soundgate; Neil Schilke, president of the Society of Automotive Engineers (SAE) International and general director of Engineering for General Motors Corp.; Arlan Stehney, executive director of the IDB Forum; and Moderator Soloman Daniels, editor of Mobile Electronics Magazine.

The panel discussion focused on overcoming the difficulties surrounding the installation and integration of mobile electronics equipment in the technically complex automotive environment. At the beginning of the panel, Schilke said, ``SAE International is very proud of the partnership that has developed between us and CEA to address the challenges to the design of modern vehicles and infrastructure posed by the incorporation of new electronic systems and computer technology.''

Shapiro also emphasized the important role that SAE and CEA share in providing a forum for discussing new technologies. He said in 2001, sales of mobile electronics for aftermarket autosound, mobile video and navigation and radar detectors totaled more than $3 billion with OEM autosound adding another $2.85 billion. For 2002, CEA projects the same categories will reach $3.3 billion and $3 billion respectively.

Shapiro asked, ``The big question is does a consumer market exist for telematics? The answer according to CEA Market Research is a resounding 'yes'. CEA's Mobile Telematics Interest and Awareness survey conducted in September 2001, found that nearly nine in 10 vehicle owners are aware of telematics devices. The good news is that during the past six years, the awareness level has dramatically increased from 61 percent to 87 percent.''

Why is it important to create an industry standard? The obvious answer is connectivity. Stehney said, ``A standard network can provide customers with state-of-the-art electronics even if it is not planned for during the design cycle.'' He added, ``With IDB customers can upgrade or add features any time.''

Little from the 1394 Automotive Working Group said, ``We are leveraging technology developed by the experts. The key thing is that the migration path with everything is backward compatible.'' He added, ``1394b was demonstrated last year at CES in the Lincoln Navigator.''

Another data bus, Media Oriented Systems Transport (MOST), is designed for a high-speed multimedia network. Hetzel said, ``Many auto OEMs are designing MOST into production vehicles and future car platforms. Carmakers cannot know where or what products will be in the car.'' He added, ``We have a shared vision between MOST and AMI-C to create a global platform to serve the auto industry and consumers and harmonize automotive specifications. It is not a competitive effort.''

According to Putman from Soundgate, everything is becoming computerized. He said, ``The connectivity transition will be much more difficult than past transitions. The vehicle really is turning into a computer. Everything you have in your home computer today soon will be available in your car.''

Then he asked the audience a provocative question: ``Are the car makers trying to put the aftermarket out of business?'' Putman answered, ``The answer is 'no', not intentionally.'' But added, ``There are a huge number of design parameters that make it difficult for the aftermarket. It actually is a good thing.''

All of the panelists stressed the need to work cooperatively as car manufacturers move forward in their design cycles. Putman concluded, ``The solution I believe is that voice recognition becomes the defacto HMI standard.''

Housing the world's largest display of mobile electronics, numerous mobile technologies can be seen at the International CES, which runs through Friday, January 11, 2002. Audio tapes and CDs of all CES conference sessions are available after the show through http://www.CESweb.org .

About CEA:

The Consumer Electronics Association (CEA) represents more than 650 U.S. companies involved in the design, development, manufacturing and distribution of audio, video, mobile electronics, wireless and landline communications, information technology, multimedia and accessory products, as well as related services that are sold through consumer channels. Combined, CEA's members account for more than $70 billion in annual sales. CEA's resources are available online at http://www.CE.org , the definitive source for information about the consumer electronics industry.

CEA also sponsors and manages the International CES -- Your Source for Workstyle and Lifestyle Technology(SM). All profits from CES are reinvested into industry services, including technical training and education, industry promotion, engineering standards development, market research and legislative advocacy.