Overview / Main Features
The Toyota NHDT-W60G under analysis here is a Japanese domestic market 2-din in-dash navigation unit featuring 7-inch touchscreen, DVD player, built-in 1Seg tuner, 50GB 2.5-in hard disk drive, Bluetooth v2.1+EDR connectivity as well as a discrete wireless DCM (digital communications module) which works in conjunction with Toyota's CDMA-based G-Book mX Pro telematics service.
The Toyota NHDT-W60G is sold with a range of accessories and options which leverages the onboard graphics processing capabilities of the in dash unit to perform functions such as parking assist via external vehicle camera feeds.
2010 Model Year
Pricing - The Toyota NHDT-W60G is listed on Toyota (Japanese) website for 257,250 Yen or approximately $3030 USD.
Availability - Japanese Domestic Automobile Market
For the purposes of this teardown analysis, we have applied a lifetime production volume of approximately 322,000 units.
As a reminder, teardown volume production assumptions are primarily 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). Unless assumed volumes are different by an order of magnitude, minor changes in volume (say 1 million vs. 2) rarely have a large net effect on our final analysis because of this.
Main Cost Drivers ~85% of Total Materials Cost
Sharp Microelectronics - LQ070T5GG13 - Display Module Value Line Item - 7.0' Diagonal, 262K Color TFT LCD, 480 x 240 pixels, CCFL Backlight
CD/DVD RW Drive - Slim Internal Type, Slot Load
Kyocera Wireless - KCMV-210 - CDMA Module - Contains Qualcomm MSM6500 Chipset
Hitachi Global Storage - HEJ425050F9AT00 - Hard Drive - 50GB, 2.5', ATA-6, 4260RPM, 8MB Buffer
Touchscreen Assembly - 7' Diagonal, 4-Wire Resistive, Glass, w/ Flex Kapton PCB
Renesas - R8A77730DBGNV - Automotive ASSP - SoC, SH-4A Core
6-Layer - FR4
FM Tuner Module Value Line Item
Renesas - R8A64445DA01BGV - MCU - 32-bit
Direct Materials + Manufacturing $572.68
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.
OEM/ODM/EMS Relationship / Manufacturing
Toyota has a long relationship sourcing in dash electronics from Fujitsu Ten. Here, the NHDT-W60G is clearly labeled coming from Fujitsu Ten.
As for the DCM unit, the CDMA-based was developed in conjunction with KDDI and manufactured by either Denso or Panasonic (according to IHS iSuppli's Automotive research).
Country of Origin / Volume Assumptions
Based on device markings, we've based our analysis with the final assembly in Japan. Furthermore, we have assumed that custom mechanicals (plastics, metals, etc.) were also sourced in Japan.
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 display module), 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
The Toyota NHDT-W60G in-dash unit has an overall component count of 4329 (excluding box contents), of which 1405 components reside on the Main PCB and 1135 on the Audio Processing PCB. In comparison, Nissan HC510D-A in-dash navigation unit has an overall component count of 5608.
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 Japan.
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.
The double-din Toyota NHDT-W60G in-dash navigation head-end unit features a 7 inch diagonal format color display with a resistive touchscreen overlay. Sharp Microelectronics is the component supplier for the 234 x 480 pixel TFT unit which relies on CCFL backlighting. Panasonic provides the 4-wire resistive touch overlay on glass.
On the Main PCB, the Toyota head-end unit features a pair of major ICs from Renesas which includes an automotive ASSP in a 554-pin BGA package and a 32-bit MCU at 255-pins BGA. Other significant components include a video decoder from Toshiba, 1Gb of DDR2 SDRAM from Samsung as well as GPS down converter and MEMS accelerometer from Panasonic, CAN Transceiver from Oki and an audio codeck from AKM semiconductors.
The second major assembly is the Audio Processing PCB which includes a significant car radio / audio DSP and FM multiplex reception IC from Fujitsu. Also prominently featured is another Rensas 16-bit MCU as well as ST-Ericsson FM radio receiver and audio power amp from Toshiba.
On the telematics front, the Toyota features a discrete module called the DCM which features a Kyrocera designed CDMA 1x wireless module featuring an entirely Qualcomm solution.
The other major assembly (in descending order of complexity) is the DTV PCBs (both processing and Tuner module. Here we see Texas Instruments as the core of the design featuring their digital media processor (TMS320DM320A). We also encounter a Fujitsu Microelectronics demodulator IC and an Alps Tuner Module. Alps also shows up in the Bluetooth solution in the NHDT-W60G.
Here is a summary of the major components used in the Toyota NHDT-W60G design:
Display / Touchscreen
- Display Module - Sharp Microelectronics - LQ070T5GG13, 7.0' Diagonal, TBD Color TFT LCD, 234 x 480 Pixels, CCFL Backlight
- Touchscreen Assembly - Panasonic, 7' Diagonal, 4-Wire Resistive, Glass, w/ Flex Kapton PCB
- Hard Drive - Hitachi Global Storage - HEJ425050F9AT00, 50GB, 2.5', ATA-6, 4260RPM, 8MB Buffer
- Automotive ASSP - Renesas - R8A77730DBGNV, SoC, SH-4A Core
- MCU - Renesas - R8A64445DA01BGV, 32-bit
I/O & Interface
- Video Decoder - Toshiba Semiconductor - TC90101AFG, Multi-Standard, CVBS / Y/C / YcbCr Input, w/ 3-Line Y/C Separation
- IDB-1394 Serial Bus Controller - Fujitsu Microelectronics - MB88386
- SDRAM - Samsung Semiconductor - K4T51163QG-HDE6, DDR2-667, 512Mb, 1.8V
Audio Processing PCB
DSP - Fujitsu Ten - 121926-0220, Car Radio / Audio
- MCU - Renesas - HD64F2506FC26DV
FM Tuner Module
- FM Multiplex Reception IC - Fujitsu Ten - 1210210
Apps Processing / Baseband
- Baseband Processor - Qualcomm - MSM6500
- MCP - Micron - PF38F3050L0YTQ3, 128Mb NOR Flash + 64Mb Mobile SDRAM, 1.8V
RF / PA
- RF Receiver - Qualcomm - RFR6500
- RF Transmitter - Qualcomm - RFT6150