SBD’s research shows that while NHTSA adds clarity to the future of V2X (Vehicle-to-X), many challenges still lie ahead.

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NHTSA’s recent announcement that it will push ahead with a V2X mandate looks set to finally kick-start the deployment of collaborative in-car safety systems in the USA. The automotive industry must now address a range of other challenges and uncertainties before drivers can reap the benefits of V2X.

The Ecosystem for V2X is still evolving and growing. By simplifying and clarifying complex technologies, SBD hopes to be able to shift the discussion towards many of the major strategic uncertainties that the automotive industry still face, such as:

How will DSRC-based V2X be bundled into cars by OEMs?
Day 1 use cases do not require a V2X box that is deeply integrated with many other in-car systems. However, without integration the V2X box effectively becomes a pure cost that OEMs will find difficult to absorb. So the rush will now be on to find innovative ways of integrating V2X functionality with other value-adding and brand-differentiating features.

How will user expectations be managed as V2X functionality and HMI changes over time?
There has been little discussion within the industry how drivers will react to a system that (unlike ADAS sensors) provides intermittent support in the early days of deployment. V2X systems have the potential to shock drivers (if they have never received a warning before), confuse drivers (if they start to receive messages, but only in some places), or even frustrate drivers (if their system starts to overload them with messages).

What role will proprietary solutions, such as Mercedes-Benz's Car-To-X Communication, have in the future?
Innovative early-to-market solutions based on cellular technologies have been useful to demonstrate real-world implementation of V2X. The Mercedes-Benz solution relies on sending vehicle data up to their Cloud, analysing the data in real-time and sending it back to neighbouring vehicles within a certain area. However, as DSRC-based V2X becomes reality, will OEMs continue to feel the need for proprietary solutions that only work within their own customer base?

Where are the greatest revenue opportunities for suppliers within the V2X value chain?
V2X has attracted a number of new suppliers into the automotive industry. Over 50 suppliers have been involved so far in the dozens of V2X projects across EU, USA and Japan. Despite the limited revenue opportunities to date (particularly in USA and EU), many non-traditional suppliers have invested significant resources in developing and testing systems in anticipation of new business opportunities with OEMs. Which of these players is now best positioned to gain from the approaching V2X wave?

SBD’s V2X Guide helps readers understand the answers to the above and many other questions. The research has been aimed at bridging the gap between highly technical V2X specialists and the product planning teams, needed to bring these technologies to the market.

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About SBD:
SBD is an independent, technical and market research consultancy specialising in automotive security, connected car telematics and driver assistance systems. From tracking industry trends through to strategic support for product development, SBD has over 18 years of experience working with world-class companies in the automotive and associated industries. At SBD, we strive to inspire automotive innovation by bridging the gap between technical design and actual customer & legislative needs of different markets. Our diverse team of experts understand global market requirements and work alongside our clients to plan cost-effective, class leading products that their customers value.

Noyonika Bhaduri
Media & PR - SBD
Davy Avenue, Milton Keynes MK5 8NL - UK
T: +44 (0) 1908 305107
E: nbhaduri(at)sbd(dot)co(dot)uk

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