NOR flash memory supplier Macronix International is looking to expand its presence in the automotive market, and aims to become the largest supplier of NOR flash chips for car-use applications by 2017, said company chairman Miin Wu in a recent interview with Digitimes.

Macronix started tapping the automotive market in 2010, and 2014 marks the fifth year that the company has been producing NOR flash chips for automotive applications, and its deployment in the segment is bearing fruit.

Demand for automotive semiconductors has been rising as cars feature more complicated functions. Like the concept of a smart home, vehicles can be connected via mobile Internet connections. Nonetheless, vehicles require more stringent safety and stability levels. This could be the part semiconductor makers can focus on to show their strength.

Statistics show that of the recalled cars due to defects, nearly 30% are related to problems with flash memory components. Some are caused by faulty chips. Some others cannot reach optimal performances. In recent years, car manufacturers began to pay attention to the functionality of flash memory chips. Chipmakers are also more eager to negotiate with their auto clients to understand their needs and ensure a positive outcome. Semiconductor providers will play an important role in the design of future cars, .

Macronix has been engaged in the production of auto memory chips for five years. It decided to enter the sector by working with brand name car vendors via subsystem suppliers, rather than with aftermarket retailers. There are major developments in the auto memory business.

In the car electronics market, Macronix works both with core chip providers and subsystem suppliers. Through cooperation with core chip providers, we are able to understand more about market demand. We also develop new technologies and explore new markets, jointly with core chip partners.

Partnering with NXP is a breakthrough for Macronix. We jointly develop products, and also market products. NXP recommends to clients Macronix' newest serial peripheral interface (SPI) NOR chips, which can be customized to meet individual customer's needs. For Macronix, such a strategic alliance makes its products more feature-rich.

In addition, we find that working with subsystem suppliers is easier for Macronix to enter the supply chain of leading car vendors.

Car-use products accounted for 9% of Macronix' overall revenues in the third quarter of 2014. The proportion is set to expand further. Macronix target a 50% share of the global automotive NOR flash market, and aims to be the number one supplier by 2017.

Macronix is also looking to develop mutual partnerships in the auto memory market. Macronix has maintained long-term partnerships in its ROM memory business.

Macronix' major strengths including strong design and manufacturing capability would help us to achieve our goals.

By: DocMemory
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