System-level optimization crucial, says ADI executive

Analog Devices Inc, a multinational chipmaker, is strengthening its position in China's rapidly growing smart vehicle market by leveraging system-level optimization and local research capabilities.

ADI's Gigabit Multimedia Serial Link technology, now in its third generation, has seen widespread adoption in front-view, rear-view, and surround-view cameras, as well as heads-up displays and infotainment screens.

"It is highly likely that most vehicles you see on the streets featuring these technologies are using GMSL," said Edward Chen, director of automotive marketing at ADI China, at the China EV100 Forum on Friday.

China's rapid shift toward electrification and intelligence is driving an unprecedented increase in semiconductor demand.

The value of semiconductors per vehicle has risen from $300–$500 in traditional internal combustion engine cars to over $2,000 in intelligent vehicles.

While this has opened opportunities for domestic players, ADI remains confident in its differentiation strategy.

"We welcome market expansion with an open mindset," Chen noted. "ADI's core advantage lies in system-level optimization—not only improving performance through technological innovation but also helping customers reduce costs by balancing high performance with affordability as intelligent driving becomes mainstream."

With market expansion comes pressure to optimize costs, but ADI is steering clear of aggressive price wars. Instead, the company is focusing on technology-driven cost reduction.

"ADI achieves cost efficiency through system-level innovation," Chen explained. "For example, our high-speed bus technology reduces wiring complexity and increases integration, while software-defined functionality minimizes reliance on hardware. This dual optimization of performance and cost is what makes us a preferred partner for automakers and suppliers."

To better serve China's unique market needs, ADI has established R&D centers in Beijing and Shanghai, enabling faster iteration of products tailored to local requirements.

"China's intelligent cockpit and ADAS sensor fusion requirements are distinct. Our local R&D teams are positioned to align closely with customer demands, ensuring precision in technical solutions and a rapid response," said Chen.

With 2025 expected to be a pivotal year for intelligent driving, concerns over semiconductor supply chain stability remain a pressing issue.

ADI has proactively enhanced supply chain resilience over the past six months, working closely with foundries, optimizing capacity allocation, and securing critical materials ahead of time to mitigate potential shortages.

Under the framework of software-defined vehicles, ADI aims to further consolidate hardware and software solutions, offering automakers a more comprehensive system-level approach to next-generation vehicle electronics.

With a strategic focus on system integration, cost efficiency, and local innovation, ADI is well-positioned to support China's accelerating transition to intelligent mobility, said Chen.