Overview / Main Features
The unit appears to be an 'in-dash' entertainment system for VW vehicles and does not seem to support GPS functionality. The Blaupunkt model number is 7 647 211 360, but is VW P/N 1K0 035 195 AA. From secondary research it appears that this model may be the Blaupunkt RCD500, and is featured in Passat models - however this is unconfirmed.
Automotive OEM - VW specifically.
Unknown - however appears to be from a 2007 model year or later VW.
Pricing and Availability
Unknown - OEM to OEM sales only.
For the purposes of this teardown analysis, we have assumed a lifetime production volume of 1.5 million 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 million) rarely have a large net effect on our final analysis because of this.
In this analysis, though we originally ran the numbers based on a volume of 2.5 million units (over the production lifetime), we have modified this to a more accurate estimate of 1.5 million units - it is worth noting that the net effect on manufacturing costs was a change of only $0.07. As a more extreme point of reference, if the volumes were modified to 100K - the manufacturing cost would go up by around $2.
Market / Sector Performance
The overall OEM headunit market was worth $10 Billion in 2007. The average selling price per unit rose by just over 4% year-on-year since 2004 to $127 in 2007, as more features are integrated in typical headunits in silicon (eg Bluetooth, DAB radio etc).
Blaupunkt had 5% worldwide market share for headunits in 2007 (~$500 Million) Blaupunkt has 12% market share in EMEA based on revenues.
For the purposes of this analysis we have assumed in most, if not all cases, that component pricing is all at a relative premium (i.e. is higher) than for consumer products to reflect the 'automotive premium' that is often sought by vendors to compensate for the cost burden of extra certification and paperwork requirements that are a given in automotive OEM electronics.
AU Optronics Corp. - C065GW02-V0 - Display Module Value Line Item - 6.5' Diagonal, 400 x 234 Pixels, 16.7M Color TFT
CD Rom Drive - Slot Load, Multi 6-Disc CD Changer
Touchscreen Overlay - 8-Wire Resistive, w/ Integral Flex PCB, & PSA on Edges
Altera - EP2C8F256I8 - FBGA - Cyclone II, 8,256 Logic Elements\,165,888 RAM Bits\, 2PLLs\, 182 I/O's\, 18 Multipliers
ST Microelectronics - Digital Radio Receiver - Dual-IF AM/FM\, w/ DSP & Integrated ARM7 MCU
PCB - 6-Layer - FR4
Freescale - SCF5250CAG120 - Microprocessor - ColdFire Core\, 32-Bit\, 120MHz\, 130nm
PCB - 4-Layer - FR4
NEC - uPD70F3356 - Microcontroller - Single-Chip\, 32-Bit\, Flash Memory Programming
ST Microelectronics - TDA7564B - Amplifier - 4 x 50W Multifunction\, Quad\, w/ Built-in Diagnostics\, Class SB
Altera - EPCS4SI8N - Configuration Device - FPGA\, Serial
ST Microelectronics - Front End Receiver - AM/FM\, for IF Sampling Tuners
Spansion - S29GL064A90TFAR2 - Flash - NOR\, 64Mb\, 3V\, 90ns
Analog Devices - ADV7125KSTZ50 - DAC - High Speed Video\, Triple\, 8-Bit\, 50MHz
Rotary Encoder - 16-Position\, w/ Push-In Switch\, Vertical - (Qty:2)
Total w/ Manufacturing $245.09
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 Relationships / Manufacturing
We believe that the Bosch group in Hungary seems like the most likely place where most headunit devices (DDDK in Hungary) are manufactured\, however\, this unit was labeled as Made in Portugal. (http://www.dddk.hu/index_en.html).
Country of Origin
This unit's label specified country of origin of the overall system was assembled in Portugal. Furthermore\, we have assumed that custom mechanicals (plastics\, metals\, etc. were sourced in Hungary\, and that only the CD player subsystem came from outside sources assumed to be from Japan (as the control board features NEC control circuitry prominently)\, however\, as is the case with the other system analyzed from Blaupunkt that features a Tanashin-brand drive\, based on information from Bosch DDDK's website\, the joint venture with Tanashin may also mean that the CD player subsystem is manufactured in Hungary as well. This is unknown.
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 the CD player susbsystem)\, 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 main control board features a total component count of 1940\, and a total system count (when accounting for the CD subsystem as a single item) comes to a total of 2005 components.
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.
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.
Here is a summary of the major components used in the Blaupunkt 7 647 211 360 Car Radio design:
Microprocessor - Freescale - SCF5250CAG120 - ColdFire Core\, 32-Bit\, 120MHz\, 130nm
Microcontroller - NEC - uPD70F3356 - Single-Chip\, 32-Bit\, Flash Memory Programming
Digital Radio Receiver - ST Microelectronics - 8928906350
Power Management IC - Renesas - HA13170AFR - Power Management
SRAM - Cypress Semiconductor - CY62137VNLL-70ZSXA - 2Mb (128K x 16)\, 55ns
Flash - Spansion - S29AL008D70TFI02 - NOR\, 8Mb\, 3V\, 70ns
Flash - Spansion - S29AL008D90TFI02 - NOR\, 8Mb\, 3V\, 90ns
Flash - Spansion - S29GL032A90TFIR4 - NOR\, 32Mb\, 3V\, 90ns
Front Panel PCB
FBGA - Altera - EP2C8F256I8 - Cyclone II\,8,256 Logic Elements\,165,888 RAM Bits\, 2PLLs\, 182 I/O's\, 18 Multipliers
SDRAM - Micron Technology - MT48LC4M32B2P - 128Mb (1 Meg x 32 x 4 banks)
Flash - Spansion - S29GL064A90TFIR2 - NOR\, 64Mb\, 3V\, 90ns
AM/FM Module PCB
Front-End Receiver - ST Microelectronics - 8928908921