Car makers

should be
TERRIFIED
 Sony
(not a car company)

secretly built a car

and announced it
at CES last night
 Why scary for car makers?

There’s been rumors for at least 5

years about Apple EVs, Google
EVs, and Samsung EVs

But we’ve NEVER heard any

rumors of a Sony EV

So what other massive companies

are thinking of this???

Or well-funded start-ups???
 But the scariest part
(for car makers)?

The car was built by Sony's

internal AI and robotics team
(who makes their robotic dog, Aibo)
with (significant) engineering support
from Magna Steyr
Why did they do this?
 Because vehicles are
becoming more-and-more
like electronics products

With increasing sensors,

displays, controllers,
infotainment…
Sony already makes display
and infotainment systems

these are becoming much

more important parts of the
car and controls
 Sony also makes the sensors:
• high-res CMOS optical cameras
and sensors
• solid state lidar
• radar
• time-of-flight sensors

and now integrated into an

advanced driver assistance system
Sony calls it’s "Safety Cocoon"
They outsourced much of the “car
stuff” from autoparts makers

powered by an EV “platform”
(supposedly engineered by auto
supplier Magna) that Sony expects
will be able to power other vehicles
(like SUVs)
 Electric vehicles are a MASSIVE
disruption in car-makers
manufacturing processes

Their core technologies around

combustion engines, drive trains,
suspension and body design
(over 100 years of development)
aren’t particularly relevant
 And because of this,
new EV companies
(who aren’t traditional car makers)
are springing up everywhere

CES is now a car show

 China understands they can
leapfrog traditional car makers
(of which they have basically none)
to become a powerhouse in EV

That’s why they’re investing so heavily here

(not because they love the environment)
 We’re not here to argue
for/against climate change

But the simple fact is that electric

vehicles have massive advantages
in handling (low center-of-mass),
torque, power distribution, and
fewer manufactured parts/steps
due to basic physics
…and with advances in batteries
(higher power density, closer to gas)
and economies of scale

these advantages will only grow

 Our advice
to traditional car makers:

BE VERY AFRAID!
And let’s talk
About how to use
our unique
direct, repeatable,
periodic measurements
of company/industry
fundamentals

www.cascend.com