IHS Insight Perspective
This teardown is for a Huizhou Desay SV Automotive Co., Ltd. (formerly Siemens VDO (Huizhou) Co., Ltd.) Aftermarket head unit, which most likely is designed to go into multiple VW models in the China and Asia markets. According to our IHS iSuppli Automotive research team: The NAV230MF is an aftermarket product for FAW-VW cars including Magoton, Sagitar, CC, Golf6/GTI; Shanghai-VW cars Tiguan, New Passat (MY2011), and Touran; Imported VW cars R36, Scirocco, and EOS etc. that come with original CANBUS bus protocol.
This is a head unit that features a 7' display with touchscreen and a front-loading CD/DVD drive, and, despite being a design from a domestic Chinese company, does not leverage a lot of Asian brands internally, beyond the well-known Innolux (for the display) - most of the design features Tier 1 US and European IC sources (Freescale most notably for the processor). Which indicates an overall quality that is above par with some of the China aftermarket units we have analyzed. Another Desay unit previously analyzed also followed similar design choices (Tier 1).
This is a multimedia navigation system with a 7' diagonal 16.7M color TFT 800x480 resolution display (with conventional 4-wire resistive touch panel). The device offers Bluetooth (V3.0), AM/FM radio tuner, GPS (with full navi software) functionality.
The 7' diagonal format for this Navi system seems to be a fairly common screen size and resolution for this application. The choice of 4-wire resistive (very mature technology) is primarily for cost purposes but offers poor performance by today's smartphone (with capacitive touch) standards. The core of this Desay NAV230MF is a Freescale ARM11 core processor (400MHz). The MCIMX processor series we have seen in several variations in devices ranging from the Ford Sync module to one of the Amazon Kindle readers. As mentioned above - most of the IC content comes from tier 1 US and European sources (Freescale, Intersil, CSR, NXP) and other international tier 1 suppliers.
This unit - as per the above comments is an aftermarket third party unit destined for use in FAW-VW cars including Magoton, Sagitar, CC, Golf6/GTI; Shanghai-VW cars Tiguan, New Passat (MY2011), and Touran; Imported VW cars R36, Scirocco, and EOS etc. that come with original CANBUS bus protocol.
It is assumed that this navi unit is for current model years of VW cars (2012/2013). There is no evidence to the contrary that would suggest it is an older unit.
Approximate retail found online at time of analysis. Retail pricing varies from source to source but this seems to be the consensus price.
Available primarily in China, but likely other Asian markets as well.
30,000 Total Units
4 Total Years
For the purposes of this teardown analysis, we have assumed an Annual Production Volume of 30000 units and a Product Lifetime Volume of 4 year(s).
Teardown volume and 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.
From IHS Automotive - China Infotainment Research:
We categorize the embedded in-vehicle navigation systems under two categories, OEM (factory embedded) and aftermarket (OEM-monitored products only, not including those random brands and Shangzhai products).
What our own forecast and penetration data tells us is that in China, the in-vehicle navigation systems (including both the OEM and aftermarket) have experienced huge growth starting from 2008, together with the impressive auto sales growth in the past few years in the market. The in-vehicle navigation attach rate for both market segments went from 5% in 2007 to 11.9% in 2008, and then jumped to 28.95% now in 2012, mainly due to the lowering cost of these systems and OEM's strategic emphasis on launching such systems as a unit selling point for gaining customers over competitors. It is estimated that the growth trend will very likely to continue and by 2017, about 36.8% of the passenger vehicles sold in China will be installed with an embedded navigation system, either from the OEM factories or from the authorized dealerships.
In addition, up till today, in China, aftermarket IVN systems still sold much more than the OEM systems, because aftermarket products offer much cheaper pricing than the OEM counterparts. In 2012, the attach rate of OEM systems is 10.35% (a total of 196 million units), while the attach rate of aftermarket systems is 18.6% (a total of 352 million units), the ratio is about 1:1.8. However, since there are more and more low-cost OEM factory embedded navigation systems launching the market with better quality than the aftermarket products in the same price range, it is forecasted that the ratio between these two market segments will significantly narrower in the coming years, with OEM systems continue to gain market share over the aftermarket products and finally take over the lead in 2017, with an attach rate of 19.9%, as compared to aftermarket's 16.9%.
Much attention was paid, in this analysis, to the various quality levels (automotive vs. consumer) for each component used in the bill of materials. However it is impossible for us to know, in many cases (such as passive components) what grade of product is used. This indication is limited to those parts where complete part numbers are identifiable. The indication of consumer grade and automotive is indicated in a special column in the bill of materials for each part - where identified.
Total BOM: $184.35
Top Cost Drivers below: $90.25
% of Total BOM 49%
Main Cost Drivers below
CD/DVD Drive - Slot Load, Internal- (Qty: 1)
Innolux Display AT070TN94 Display Module - 7' Diagonal, 16.7M Color TFT, 800 x 480 Pixels, 179.0um x 64.2um Pixel Size, 154.08mm x 85.92mm Active Area, 400 CD/m2, w/ Integral Flex PCB, 27 Backlight LEDs- (Qty: 1)
Application Processor - ARM11 Core, 400MHz, 90nm, Automotive- (Qty: 1)
Touchscreen Overlay - 7' Diagonal, 4-Wire Resistive, ITO Film over Glass, w/ Integral Flex PCB- (Qty: 1)
Intersil TW8811-LC2-GR LCD Controller - NTSC/PAL/SECAM 3D Video Decoder And 2D De-Interlacer/Scaler, 3 10-Bit ADCs, Up to 4 Composite Video, 2 S-Video, 1 YPbPr, Automotive- (Qty: 1)
Murata MEV50B Gyroscope- (Qty: 1)
U-Blox Ag LEA-5A-0-003 GPS Module- (Qty: 1)
Enclosure, Main, Housing - 2 Pieces, Stamped / Formed Electro-Galvanized Steel, w/ 4 Clinch Points- (Qty: 1)
4-Layer - FR4, Lead-Free- (Qty: 2)
Ceramic Multilayer - X5R/X7R- (Qty: 636)
Not Included in 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.
We do provide an Excel tab 'Overall Costs' where a user can enter their known pre and post production costs to build a per unit cost reflective of theirs actual expenditures.
Per IHS iSuppli Automotive's research:
'Huizhou Desay SV Automotive Co., LTD (Desay SV Auto), formerly Siemens VDO (Huizhou) Co. Ltd., was formed in November 1986. In January 2010, the company was acquired by the Huizhou-based Desay Group and became a wholly-owned subsidiary of this state-owned company. In March 2010, the company officially changed the name to Desay SV Auto. Before Desay Group's take-over, Siemens VDO (Huizhou) merged with Continental AG back in 2007. In the Chinese market, Siemens VDO (Huizhou) was a leading infotainment supplier, providing a series of OEM audio and navigation products for Shanghai GM, Shanghai VW, FAW-VW, FAW Haima, Dongfeng Peugeot Citroen Automotive Company Ltd (DPCA), Chery, Ford, Geely and Brilliance Auto, which manufactures its own brand as well as BMW vehicles in China. No changes in partnerships happened post-acquisition.'
It is assumed, for the purposes of this analysis, that all manufacturing is in-house performed in China.
Country of Origin
For the purposes of this analysis, we are assuming the following country(ies) of origin for each level of assembly, based on a combination of 'Made In' markings, and/or assumptions based on our knowledge of such equipment.
Box Contents - China
Display / Touchscreen - China
Front Panel PCB - China
Interface PCB(s) - China
Main PCB - China
Other - Enclosures / Final Assembly - China
Processing PCB - 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 CD drives or display 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.
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.
Component counts by assembly and the number of assembly are indicators of design complexity and efficiency.
Component Qty: 897 - Processing PCB
Component Qty: 763 - Main PCB
Component Qty: 118 - Other - Enclosures / Final Assembly
Component Qty: 1 - Storage Device
Component Qty: 4 - Display / Touchscreen
Component Qty: 455 - Front Panel PCB
Component Qty: 6 - Box Contents
Component Qty: 33 - Interface PCB(s)
Component Qty: 2277 - Grand Total
This unit has a lot of components when compared with, for example, the Shinco mechless head unit analyzed in parallel with this device is half the component complexity of this unit. Part of that has to do with the reduced relative feature set in the Shinco unit (which was mechless). But still - since we count the CD drive as a single unit - that does not explain all of the delta. At 2277 total components this device has a relatively high manufacturing complexity. It furthermore has quite a few discrete PCBs (4+) and sub-assemblies - adding to the complexity (in terms of manufacturing). This unit is at the high of the spectrum of component count (for the functionality and is slightly higher than the concurrently analyzed E-Lead multimedia navigation unit (ZVR909010).
The core of any head unit design comes down to the choice of display which is the main client interface and dictates the user experience. This unit has a 7' Innolux display module (AT070TN94 - 16.7M Color TFT, 800 x 480 Pixels). The touchscreen is a simple 4-wire resistive. Such touchscreens offer poor sensitivity - but are cheap to produce and rugged.
Beyond the display, the core of the device is the Freescale MCIMX31LCVMN4D - an ARM11 core, 400MHz processor for automotive applications. Though not the same - this is a slightly slower version of the processor used in the Ford Sync module.
Other key ICs include an Intersil TW8811 NTSC/PAL/SECAM 3D video decoder, a CSR BC57E687C-G BlueCore 5 Bluetooth V3.0 chip, a supporting Freescale 16-bit processor (MC9S12XET25), a U-Blox Ag LEA-5 'u_Blox 5' series GPS module, Hynix DRAM, and an NXP AM/FM Tuner and DSP.