Chinese cabin platform adds Qualcomm Snapdragon AI

Chinese tier one supplier Desay SV is using the Snapdragon Cockpit Elite chipset from Qualcomm Technologies for its latest AI-enabled cabin platform.

The G10PH intelligent cabin platform will be powered by Qualcomm chipset with the Oryon CPU, Hexagon NPU for accelerated AI performance and improved Adreno GPU.

The Oryon core was at the heart of the recent court case between Qualcomm and ARM following the acquisition of Nuvia.

The G10PH enables real-time decision-making, adaptive responses, and proactive assistance, creating an exclusive intelligent cabin assistant that is finely tuned to users’ habits. Desay customers include Chery, Geely, SAIC, Toyota, Volkswagen and Volvo and the company is the leading supplier of smart cockpit controllers and automotive displays.

“At the new inflection point of ‘Software-Defined Vehicle’ and ‘AI-Defined Vehicle,’ Desay SV, together with Qualcomm Technologies, launched the premium AI intelligent cabin platform G10PH, which marks another technological revolution in the process of intelligent cabin and is an important example of Desay SV leading the development of cabin intelligence upgrade,” said Jian Xu, CEO of Desay SV.

“We hope that this platform will give a strong impetus to the intelligent transformation of global automotive manufacturers, reshape the new ecosystem of future mobility, and accelerate the realization of the era of intelligent mobility.”

“The automotive industry is on the brink of a new era of intelligent transformation, driven by software and AI. Qualcomm Technologies and Desay SV have built a robust foundation of collaboration, and with our combined expertise in intelligent cockpits and we are excited about the new products featuring Snapdragon Cockpit Elite,” said Nakul Duggal, group general manager, automotive, industrial, and cloud, Qualcomm Technologies.

According to KPMG, China’s intelligent cabin market will reach RMB212.7 billion in 2026, with a compound annual growth rate of about 17% from 2022 to 2026, and the penetration rate is expected to increase from 59% to 82%.

According to the “Smart Cockpit Assembly Data List for January-September 2024” by Gasgoo Automotive Research Institute, Desay SV holds the leading position in the market with an assembly volume of 630,492 units, accounting for 15.5% of the market share.

Desay SV is building a display factory in Andalucía, Spain, that will be a significant supplier when it starts production in 2026.

The plant in Linares, 300 km south of Madrid, is being funded and built by the local government and will enable Desay SV to supply its European automotive customers directly from the region with high-resolution TFT displays. It is aiming to make 1.5m displays by 2028.

In China, Desay SV already operates a state-of-the-art display plant in Huizhou with an annual production output of around 9 million units and has the leading market share of 18.3%.

The company has also developed an advanced display diagnostic methodology to secure the quality of displays in the production process and even after delivery.

Desay SV has been expanding in Europe for several years with an optical test laboratory for displays in November 2023, the start of construction work on a state-of-the-art 3D antenna measurement chamber in January 2024 and the opening of branch offices close to automotive customers in Paris and the Czech Republic. There are plans for offices in Gothenburg, Sweden, for Geely subsidiary Volvo and Wolfsburg, Germany for VW.