Fine vibration function to provide driving feedback
Succeeded in winning a North American electric vehicle supplier
First export achievement… Applied model to be mass produced in 2023
Active discuss
Dongwoon Anatech exports haptic driver ICs for vehicles. It increasing demand for automotive haptic user experience (UX), and succeeded in advancing into the global market. Dongwoon Anatech expands its haptic driver IC business as a new stepping-stone.
Dongwoon Anatech announced on the 28th that it has succeeded in supplying haptic driver ICs to a North American electric vehicle company. The driver will be applied to the rear air conditioner control unit, and the vehicle will be mass-produced in 2023. It is the first time Dongwoon Anatech is supplying haptic driver ICs to overseas vehicles. This is a sign that the global supply of haptic semiconductors for vehicles has started its full swing.
Dongwoon Anatech started targeting the automotive semiconductor market by supplying haptic driver ICs to the Genesis G80 and GV80 touch controllers in 2020. It has decided to expand the application of haptic driver ICs to the Genesis GV60 and Hyundai Motor’s next year top-line vehicles. The range of haptic driver IC applications is also increasing, from navigation controller to front and rear air conditioners and their control panels.
Haptics provide feedback to the user with tiny vibrations when touched. It is mainly used as a tactile and auditory assistive technology for users. It was mainly applied to mobile devices such as smartphones in the past. It also was used to advance the gaming UX. Dongwoon Anatech has proven its technological prowess by supplying haptic driver ICs to Taiwanese smartphone manufacturers. It also has supplied haptic driver ICs to laptop mouse pads.
The market has recently expanded by adopting haptic functions to virtual reality and augmented reality (VR/AR) devices as well as automobiles. In the case of automobiles, it is attracting attention with the capability of enhancing driving safety because the driver is able to sense the vibration without directly checking without taking their eyes off the road. Automakers are expanding the application of haptic functions, which were mainly applied to premium vehicles, to mid-to-lower lines in order to provide an intuitive user experience.
Based on the haptic driver IC technology accumulated in the mobile field, Dongwoon Anatech is targeting the automotive haptic market, which has high entry barriers such as safety certificate. Following the autofocus (AF) and anti-shake driving chips, the haptic driver is expected to become a new product that will bring growth for the company. The company is discussing the supply of haptic driver ICs not only with domestic and North American electric vehicle manufacturers, but also with Chinese automakers and electronic parts providers, and is expected to receive orders from them.
Dongwoon Anatech also targets the haptic market for VR and AR. It plans to expand the US marketing and technical support organization to supply to global VR/AR manufacturers.
Dong-chul Kim, CEO of Dongwoon Anatech, said, “The demand for haptics in various fields is increasing. We are diversing our product portfolio to respond to the market.”
By Staff Reporter Dong-jun Kwon (djkwon@etnews.com)