- Intel introduced Arc Graphics for automotive discrete GPUs at a product launch on 8 August 2024 in Shenzhen.
- The company has unveiled a new GPU designed for in-vehicle AI applications, even as it faces pressure from Washington to limit high-tech exports to China.
OUR TAKE
Intel’s move to focus on the Chinese market is particularly noteworthy in light of ongoing tensions between Washington and Beijing. Given the overall growth of the tech market, Intel’s quest to deepen its ties with the world’s second-largest economy may offer more possibilities for its technological innovations and advancements.
— Iydia Ding, BTW reporter
What happened
Intel, a once-dominant chipmaker struggling to stay relevant amid fierce competition and declining growth, is entering China’s booming electric vehicle (EV) market. The company unveiled a new graphics processing unit (GPU) designed for in-vehicle AI applications.The California-based company unveiled Arc Graphics for automotive standalone GPUs at a product launch in Shenzhen last week.
The new chip is part of Intel’s Arc family of discrete GPUs, a push into automotive artificial intelligence that reflects the growing demand for computing power in increasingly complex car cockpits. US semiconductor rivals Nvidia and Advanced Micro Devices have also stepped up their efforts in this market segment.
Intel’s move to focus on the Chinese market is particularly noteworthy given the ongoing tensions between Washington and Beijing. Despite these challenges, Intel is doubling down on the world’s largest EV market. In a statement released for the event, Jack Weast, vice president and general manager of Intel Automotive, said, “China’s rapid EV development cycle and advanced technology adoption make it an ideal testing ground for our next-generation technologies.
Also read: SoftBank ends AI-chip plan with Intel
Also read: Intel targets China’s EV market with new AI chip
Why it’s important
Overall, the launch of Arc Graphics for automotive GPUs isn’t just about entering a new market segment, it’s also designed to provide a scalable platform for automakers. This approach could be particularly attractive to Chinese automakers, known for their fast development cycles and eagerness to adopt cutting-edge technologies. By providing a flexible and scalable platform, Intel is positioning itself as a key partner in the development of smart cars in the world’s largest automotive market.
However, there are risks to Intel’s strategy. The company’s decision to deepen its engagement with China comes at a time of high geopolitical tensions, with the global semiconductor industry increasingly caught in the crossfire of US-China relations. Moreover, Intel’s shift in focus to China and the automotive industry comes at a time when the company is facing significant internal challenges. The recently announced layoffs are part of a broader restructuring effort to cut costs and streamline operations.
