Harnessing of Pace-Setting Technologies
Published on : Thursday 10-02-2022
Automakers are now classifying themselves as technology-based companies rather than OEMs for hauling humans from A to B, says Soundharyaa Nandakumar.
As technologies evolve at a fast pace, vehicles also tend to self-revolutionise in the way they look and work. Deborah Wahl, Chief Marketing Officer at General Motors, recently stated that we are at a very crucial point of awakening of possibilities and transformation that is about to happen. “This is probably the most innovative period that I have seen in my whole career,” she added. These technological developments are expanding women’s place in the auto industry even wider. For example, when we consider the earlier situation in the auto industry, the contribution of women on the shop floor was comparatively less than in other sections of the industry. The booming industrial technologies like Artificial Intelligence, Machine Learning, Data Analytics and Smart Manufacturing are helping in creating more space for women in industry and providing them with plenty of opportunities, especially to the young generation. These technologies also stand as strong pillars to many other technologies like Augmented Reality, Virtual Reality, Cloud Computing, Edge Computing, and many others.
Artificial intelligence
Artificial intelligence in simple terms uses data and algorithm to replicate human decisions, thinking ability. This algorithm basically helps the system to learn and solve the problem independently. This technology is variously deployed or used in many places like the financial sector, communications, retail, health care, automotive and many more areas. But when compared to other sectors, automotive is considered to be a late adopter because AI implementation is considerably less in automotive than other sectors.
In automotive, AI is used in manufacturing, transport and sales divisions and these are collaboratively named as automotive value chain. When we expand this further, design, production, post production and supply chain are incorporated under the Manufacturing division, ADAS related features are incorporated under the Transportation division and Maintenance and Insurance are under the After Sales division.
As much as Artificial Intelligence is used in upgrading the driving experience, it also completely transforms the way we build cars. For decades, we have seen and heard that machines are used in assembly lines in manufacturing of vehicles; however now by using AI we can build small industrial factory robots that work along with humans, rather than replacing them.
As stated by John McCarthy, the father of Artificial Intelligence, it is the science and engineering of making intelligent machines or unique simplified computer programs which collaborate with major functions, which also results in presenting never ending opportunities to revolutionise technology in every industrial sector. For example, autonomous or self-driving cars are a hot topic for AI in the automotive industry. There are many benefits by implementing AI in the auto industry such as, 1. Increased driver safety, 2. Reduced failures, 3. Well refined driving experience, 4. Lesser likelihood of equipment failure or product failure as well, and 5. Increased after sales and many more.
Machine learning
Machine learning is mostly associated with product development and innovations such as parking and lane assist, smart energy systems, etc. In the automotive industry, ML also has a major upper hand in marketing functions to establish their goals, measure returns, and connect with their consumers. Machine learning is also a branch of artificial intelligence that deals with handling aspects of analytics and logical skills of the human brain, for example, image detection, object identification and classification and prediction, etc. It aims at replicating the human brain by creating Artificial Neural Networks representing neurons present in our brain.
The current generation of vehicles are majorly software enabled, data generating, connected devices, opening up opportunities for new products and services. In artificial intelligence data science, machine learning plays an equally important part in developing self-driving cars. Technologies such as computer vision enables easy identification of product regularities or sameness and machine learning can be utilised for prototyping products and simulations, which helps OEMs to compete by improvising everything from design to marketing processes. Even small interruption in a cost pressure, volatility can help OEMs to make great difference in increasing their market share.
Data analytics
IHS Automotive has estimated that at present the average car approximately produces 30 terabytes of data daily and automotive companies are capable of collecting and analysing enormous amounts of raw data, which will help in drastic improvements of sales and marketing. This attribute is then used by manufacturers effectively for competitive advantage. Since so much data is produced every single day, the automotive industry today is considered to be a data driven industry for their business purposes and to make better decisions and launch many more great products and mark their position in the market and make profits.
Various surveys and current research say that by 2025, approximately 90 million cars will be collecting data from sensors, making it available online for many other marketing and promotional purposes. I believe these collected and connected data can also be used for emergency purposes, etc. Scientists say acquiring, unifying and gaining insights from data is key to responding to many challenges and promises of new technologies. For example, with regards to vehicle design, car OEMs are now using data analytic tools to assist the design process by analysing the performance models to determine perfect aerodynamics for future models.
We are now living in an innovation era, which is highly enhanced by AI, the innovations we only imagined once have become part of our lives now and we should thank data analytics for playing a key role in this shift. It has now become critical that not just automotive business but also every other industry or sector is making full use of data analytics to optimise their manufacturing, customer service and other business areas.
Smart factories/smart manufacturing
The automotive market is changing; even the concept of driving is changing gradually. Automakers are now classifying themselves as technology-based companies rather than OEMs for hauling humans from A to B. Cars are considerably changing too with electric, connected, autonomous based vehicles making their way onto our roads.
With the US amending their regulations from 2018 to acknowledge that drivers will soon have Time of Flight (ToF) sensors and codes representing their use cases, it is no surprise that car manufacturing is transformed as well. In some cases, they are leading the market in implementing change in areas such as real-time information management, industrial control systems, intelligent automation, energy usage, and enhanced operations.
As a takeaway, recently a friend of mine told me, ‘Wake up, and smell the taste of hot coffee’, meaning I should come out of my comfort zone and explore more options which are lying out there. We as youngsters and as individuals believe what we know is right and that is the only one which is existing and evolving, but there are many other aspects and technologies which are booming especially in India with very good salary packages. When I was told this, I was completely amazed that India is completely in a transition state with lots of opportunities. Mainly with lots of startups emerging around, who just give opportunities based on skills and determination and it is really a new pace of India.
Soundharyaa Nandakumar has done her Masters in Mechatronics and Cyber-Physical System in Germany and presently working as a Test Engineer, testing Vehicle Electronic Control Units in Connected Drive department. Her previous work experience as an automobile technician has given her a good understanding of how beautiful the car/vehicle is with intricate designs and unbelievable technologies inside. This craze and passion for cars made the decision for her to pursue a career in Automotive Technology.
In her own words, “I always compare cars to women, because we never know what is inside them, how mysterious they are with n number of technologies evolving around every day making them futuristic statements – just like women – undergoing many things in a day to be strong enough to conquer the world.”
