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Nvidia technology cruise control and driver-assistance features in car

Image:-Nvidia technology cruise control and driver-assistance features in car

Nvidia Corp, whose semiconductors power data centers, autonomous cars and robots, said it is planning to enter the technology market on Thursday which will help cars with automated lane-keeping, cruise control and other driver-assistance features.

The move, announced as part of the annual conference of the chip company which took place online this year, represents a change of direction for Nvidia. Until now, the company based in Santa Clara, California, has provided key technology for making autonomous vehicles that require far more sophisticated computers.

But such vehicles, some of which are known as "robo-taxis," stay away from mass adoption for years. Even before the coronavirus pandemic hammered the global economy, automakers such as General Motors Co and Ford Motor Co dialed down their self-driving car expectations.

In contrast, many of the driver assistance features that the new Nvidia system will enable are already available on high-end vehicles with technology from providers such as Mobileye, the Israeli company owned by Intel Corp's rival Nvidia data centre.

Danny Shapiro, Nvidia's senior automotive director, said the strategy shift is aimed at meeting the existing needs of automakers struggling to maintain two systems-one for driver assistance available today and one for more advanced self-driving technology in the future.

The new Nvidia system means that automakers will be able to use one system for both, saving engineering effort and using some of the self-driving technology to improve the driver assistance functions, Shapiro said.

"We have a single architecture that will allow the automaker to span every possible level of automation they want to deliver and put that software-updatable system in every single vehicle," Shapiro said.

The new self-driving technology from Nvidia uses the company's "Orin" processing chip, launched in December. Shapiro said he anticipated vehicles could start production in early 2023 using the system.

Shapiro declined to comment on customer pricing or potential automakers. Nevertheless, he said the Nvidia chips will be part of a larger system that includes cameras and is likely to be built by traditional automotive suppliers like Continental AG, ZF Friedrichshafen AG or Robert Bosch [ROBG.UL].

"We are the brain (artificial intelligence) that would be going into this," said Shapiro.

Article Edited by | John Heine |

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