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The automotive industry is dramatically changing. Many automotive Original Equipment Manufacturers (OEMs) proposed new prototype models or concept vehicles to promote a green vehicle image. Non-traditional players bring many latest technologies in the Information Technology (IT) industry to the automotive industry. Typical vehicle’s characteristics became wider compared to those of vehicles a decade ago, and they include not only a driving range, mileage per gallon and acceleration rating, but also many features adopted in the IT industry, such as usability, connectivity, vehicle software upgrade capability and backward compatibility. Consumers expect the latest technology features in vehicles as they enjoy in using digital applications in laptops and mobile phones. These features create a huge challenge for a design of a new vehicle, especially for a human-machine-interface (HMI) system.

China has become the world’s largest vehicle market in terms of sales volume. Automobiles sales keep growing in recent years despite the declining economic growth rate. Due to the increasing attention given to the environmental impact, more stringent emission regulations are being drafted to control traditional internal combustion engine emissions. In order to reduce vehicle emissions, environmentally-friendly new-energy vehicles, such as electric vehicles and plug-in hybrid vehicles, are being promoted by government policies. The Chinese government plans to boost sales of new-energy cars to account for about five percent of China’s total vehicle sales. It is well known that more electric and electronic components will be integrated into a vehicle platform during vehicle electrification.

Cost reduction in the automotive industry becomes a widely-adopted operational strategy not only for Original Equipment Manufacturers (OEMs) that take cost leader generic corporation strategy, but also for many OEMs that take differentiation generic corporation strategy. Since differentiation generic strategy requires an organization to provide a product or service above the industry average level, a premium is typically included in the tag price for those products or services. Cost reduction measures could increase risks for the organizations that pursue differentiation strategy. Although manufacturers in the automotive industry dramatically improved production efficiency in past ten years, they are still facing the pressure of cost control. The big challenge in cost control for automakers and suppliers is increasing prices of raw materials, energy and labor costs. These costs create constraints for the traditional economic expansion model.

The application of Artificial Intelligence (AI) in the automotive industry can dramatically reshape the industry. In past decades, many Original Equipment Manufacturers (OEMs) applied neural network and pattern recognition technologies to powertrain calibration, emission prediction and virtual sensor development. The AI application is mostly focused on reducing product development and validation cost. AI technologies in these applications demonstrate certain cost-saving benefits, but are far from disruptive. A disruptive impact can be realized when AI applications finally bring cost-saving benefits directly to end users (e.g., automation of a vehicle or machine operation could dramatically improve the efficiency). However, there is still a gap between current technologies and those that can fully give a vehicle or machine intelligence, including reasoning, knowledge, planning and self-learning.

With the rapid development of artificial intelligence, autonomous driving technology will finally reshape an automotive industry. Although fully autonomous cars are not commercially available to common consumers at this stage, partially autonomous vehicles, which are defined as level 2 and level 3 autonomous vehicles by SAE J3016 standard, are widely tested by automakers and researchers. A typical Human-Machine-Interface (HMI) for a vehicle takes a form to support a human domination role. Although modern driving assistance systems allow vehicles to take over control at certain scenarios, the typical human-machine-interface has not changed dramatically for a long time. With deep learning neural network technologies penetrating into automotive applications, multi-modal communications between a driver and a vehicle can be enabled by a cost-effective solution.