Main Features / Overview
The TravelPilot Lucca 5.2 navigation system is a personal navigation device built by Mobile Appliance, Korea. It is code named "Marina II".
The device doubles as a media-player or "entertainment system" for automobiles. It has a 4-inch diagonal TFT touchscreen (16:9 format), and features a range of audio/video playback features (even has a video-in jack to act like a monitor for a DVD player or iPod), a DVBT-T tuner, 2GB of internal memory, SD Card expansion slot, and more.
It also has a special receiver to dynamic route calculation which leverages a TMC (Traffic Message Channel) via FM frequency reception that is subscription free. This is becoming a key value-add feature for newer generations of GPS devices, as many past models relied on a static data set to calculate optimum routing, not taking real-time traffic conditions into account.
Upper mid-range, mainstream European consumer.
Press release dated February 2007 from Blaupunkt.
Pricing and Availability
The pricing of the TravelPilot Lucca 5.2 put it in competition with the Magellan Maestro 4040, Sony NV-U92T, and the Garmin StreetPilot c550 in terms of pproducts with similar price range. Online e-tailers are offering the 5.2 model in a range of prices that all seem to be in the low to mid £200's (UK) at the time of writing (Nov "07). It is aimed at the European market.
For the purposes of this teardown, we estimate unit shipments for the Blaupunkt TravelPilot Lucca 5.2 over the course of a 2-year production lifetime would be on an order of magnitude around 1M units.
As a reminder, volume production assumptions are not meant to be necessarily "market accurate", but are meant primarily to be used for our cost analysis in terms of amortized NRE and tooling costs, especially for custom components specific to the model being analyzed (mechanical components especially).
Function / Performance
No testing was performed on this unit.
Main Cost Drivers (Representing ~65% of total materials cost) as follows
(For a comprehensive list of components and costs, please consult the Excel Bill of Materials analysis):
$28.00 - Samsung Semiconductor - K9WAG08U1A-PCB0 - Flash - NAND, SLC, 16Gb (2G x 8 Bit), 2.70-3.60V
$24.40 - Display Module- 4" Diagonal, Color TFT, 480 x 272 Pixels, w/ Touch Screen
$7.83 - Main PCB - 8-Layer - FR4/RCF HDI, 1+6+1
$6.56 - Centrality - AT440-1 - GPS Baseband - Atlas-II, ARM 9 Dual-Core Processor
$4.86 - Samsung Semiconductor - K4M561633G-BN75 - SDRAM - 256Mb (4M x 16Bit x 4 Banks), 133MHz(CL=3), 3.0V & 3.3V (Qty: 2)
$4.85 - ICR186501S1PSPM - Battery - Li-Ion, 3.7V, 2600mAh, w/ Integral 3-Wire Harness & 3-Position Connector
$1.93 - Front Button PCB (Touch Sensor) - 2-Layer - Flex Kapton
$1.54 - NXP Semiconductors - SAA7113H - Video Processor - 9-Bit, 2-Channel
$1.50 - Wolfson Microelectronics - WM9712G - CODEC - AC'97 Audio, w/ Touchpanel Controller
Total Materials Costs $124.87
Materials and Manufacturing $133.59
What Is Not Included in our Cost Analysis
The total materials and manufacturing costs reported in this analysis reflect ONLY the direct materials cost (from component vendors and assorted EMS providers), AND manufacturing with basic test. Not included in this analysis are costs above and beyond the material manufacture of the core device itself - cost of intellectual property, royalties and licensing fees (those not already included into the per component price), software, software loading and test, shipping, logistics marketing and other channel costs including not only EMS provider and the OEM's margin, but that of other resellers. Our cost analysis is meant to focus on those costs incurred in the manufacture of the core device and exceptionally in some circumstances the packaging and literature as well.
Country of Origin / EMS provider
This product was labeled with Korea as the country of "assembly'. Because of regionally elevated costs in Korea, we typically assume that products that claim to be "assembled" inn higher cost countries like Japan or Korea, that the manufacturer is still leveraging mainland China to produce various sub-assemblies and leverage the lowest possible cost areas for these items. Therefore, we have assumed that for this model, that PCB was populated in China and that custom mechanicals (plastics and metals) were also sourced domestically in China.
Country of origin assumptions relate directly to the associated cost of manufacturing, where calculated by iSuppli. In the cases of "finished" sub-assemblies (such as Bluetooth modules or camera modules), we do not calculate internal manufacturing costs, but rather assess the market price of the finished product in which case country of origin assumptions may or may not have a direct effect on pricing.
Remember also that labor rates are applied directly only to hand inserted components and systems in our bill of materials, and although regional assumptions do, these new rates do not have a direct effect on our modeled calculations of placement costs for automated SMD assembly lines. "Auto" inserted components (such as SMT components) placement costs are calculated by an iSuppli algorithm which allocates a cost per component based on the size and pincount of the device. This calculation is affected by country or region of origin as well.
Design for Manufacturing / Device Complexity
Overall, the Blaupunkt TravelPilot Lucca 5.2 has a total component count of 976 components, of which 77 are mechanical in nature. When compared with other previously analyzed GPS devices, the Blaupunkt TravelPilot Lucca 5.2 is far more component dense than other devices seen. To some extent this can be attributed to the additional feature set that the Lucca 5.2 offers.
The number of mechanical components usually is a direct driver of hand-assembly costs, whereas the electronic component count (and I/O count, density, etc.) are relative metrics for the more automated portion (namely SMT assembly) of manufacturing costs.
Component counts have a direct bearing on the overall manufacturing cycle times and costs, and also can increase or decrease overall yields and re-work. Our calculations of manufacturing costs factor counts and more qualitative complexities in the design. The cost of manufacturing is also, to some extent, decreased in this case because of assumed labor rate applied for China.
Note that manual labor has a much smaller effect on auto-insertion assembly lines (for the Main PCB, for example), where manufacturing costs are much more capital equipment intensive and driven by these investment costs.
- GPS Front End - Nemerix - NJ1006AH - L1 Band, Integrated LNA
- SDRAM - Samsung Semiconductor - K4M561633G-BN75 - 256Mb (4M x 16Bit x 4 Banks), 133MHz(CL=3), 3.0V & 3.3V
- NAND Flash - Samsung Semiconductor - K9WAG08U1A-PCB0 - SLC, 16Gb (2G x 8 Bit), 2.70-3.60V
- GPS Baseband - Centrality - AT440-1 - Atlas-II, ARM 9 Dual-Core Processor
- FM Radio - NXP Semiconductors - TEA5764HN - FM Stereo Radio - w/ RDS & RBDS
- Touch Controller - Cypress Semiconductor - CY8C2143424LFXI - Mixed Signal Array w/ On-Chip Controller - 512B SRAM, 8KB Flash
- Audio Codec - Wolfson Microelectronics - WM9712G - AC'97 Audio, w/ Touchpanel Controller
- Microcontroller - NXP Semiconductors - P89LPC921FDH - 8-Bit, 4kB Flash & 256-Byte data RAM, w/ 2-Clock 80C51 Core
- Video Processor - NXP Semiconductors - SAA7113H - 9-Bit, 2-Channel
- 4.0" Diagonal, 262K Color TFT, 472 x 278 Pixels w/ touchscreen