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The Road to Autonomy
Episode 223 | Micron's Vision for Safer Roads: How Memory Drives the Future of Autonomous Vehicles
Sep 3, 2024
Bruce Franklin is the Senior Director of Automotive at Micron, a company leading in automotive memory technology for over 30 years. He discusses the evolution of memory needs in vehicles, from basic infotainment to advanced driver assistance systems and the critical role memory plays in autonomous vehicles. Franklin addresses the challenges of digital addiction affecting future drivers and highlights how memory innovations can drive safer roads and reduce fatalities. He also shares insights on Micron's strategic investments and commitment to enhancing in-vehicle experiences.
40:50
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Quick takeaways
- Micron has established a pivotal role in automotive memory by prioritizing safety and quality through rigorous design and testing standards.
- The automotive industry is shifting toward advanced electronic features, making robust memory technology crucial for enhancing user experiences and enabling autonomy.
Deep dives
Micron's Entry into Automotive Business
Micron entered the automotive sector over 30 years ago to explore premium niche markets that were largely overlooked by other memory companies. This strategic move established an early lead in automotive memory, allowing Micron to position itself as a stable and profitable player within a market that oscillates less than others in the semiconductor space. The stability comes from long design cycles and multi-year contracts, which insulate Micron from the volatile nature of other sectors like client PCs and data centers. As such, automotive memory has become a core market for Micron, reflecting their commitment to innovation and quality in this business area.
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