This week, NVIDIA and Jaguar Land Rover announced their partnership to equip all Jaguar and Land Rover cars with NVIDIA’s full-stack NVIDIA DRIVE Hyperion 8 platform. The DRIVE Hyperion 8 was announced at NVIDIA’s GTC 2021 event back in November, targeting level 4 (L4) self-driving capabilities. Jaguar Land Rover is the second vehicle manufacturer to adopt NVIDIA’s full suite of automotive solutions, and I have to say it is an exciting one.
A common theme between Intel Mobileye, Qualcomm, and NVIDIA is that partnerships matter in the autonomous driving space. Partnerships matter essentially on two fronts. Firstly, the autonomous vehicle (AV) space is relatively new. Legacy automotive manufacturers have years of experience in the automotive industry, and they are mixing with the top computing manufacturers in the tech industry. It also matters because of the interoperability factor almost inherent to the AV space.
A vehicle to autonomously drive itself requires an incredible amount of computing power and an abstract and mature stack of AI and ML software. It is no short feat, and for the industry to move forward, interoperability is a key factor in getting past the initial friction of the technology. The reason interoperability is so important to AV innovation is that it puts the technology in the hands of automotive manufacturers to make the industry decisions as the new technology is introduced.
Jaguar Land Rover has opted to adopt NVIDIA’s DRIVE Hyperion 8 platform and all of NVIDIA’s AV offerings, which gives us greater insights into the position of each intelligent driving platform. With Qualcomm adding ADAS to its digital chassis and Intel Mobileye moving in the direction of Robo taxis from its ADAS roots, NVIDIA is positioned for success in L4 consumer AV. Jaguar Land Rover sees that and is all-in on NVIDIA. While the first out car won’t be L4 but L3, the capability is there.
All in on NVIDIA DRIVE
This new partnership seems to go against much of what I have said in the previous paragraphs about interoperability and putting the technology in the hands of automotive manufacturers so they may do as they will. However, it seems as though Jaguar Land Rover is placing the AV portion of its Reimagine strategy in the hands of NVIDIA, and that is not a bad thing.
Reimagine is Jaguar Land Rover’s strategy to go all-electric in all of its vehicles by 2025 and to achieve net-zero carbon emissions across all of its supply chain, products, and operations by 2039. While ambitious, NVIDIA fits into this goal very well and has a lot to offer in terms of active safety, automated driving and parking systems, and ADAS.
NVIDIA is a leader in advanced computing and AI, and its DRIVE Orin SoC and Hyperion 8 platform have a lot to show for it. Drive Orin is its SoC tailored for AV systems and its Drive Hyperion 9 platform is its modular computer architecture that includes sensors, safety systems, security systems, and networking systems. DRIVE Orin in Jaguar Land Rover vehicles will run the Jaguar Land Rover operating system. On top of NVIDIA’s full AV stack, it will leverage NVIDIA DGX to train AI models and DRIVE Sim software built on NVIDIA Omniverse. NVIDIA’s offerings check all the AV boxes for safety, efficiency, and the experience Jaguar Land Rover is looking for in a premium luxury vehicle.
Jaguar Land Rover is positioning itself to develop the intense AI and ML needed for true and reliable AV systems. NVIDIA has positioned itself as the leader in providing a high computing platform for AVs. Likewise, I think Jaguar Land Rover is a great partner for NVIDIA to be fully invested in its AV technology. Like all bleeding-edge technology, AV is a premium feature for luxury vehicles. By the time Jaguar Land Rover AVs hit the road in 2025, Jaguar Land Rover will be positioned as a luxury carmaker and a luxury all-electric carmaker. And, you cannot have an autonomous vehicle with it being all-electric.
NVIDIA and Jaguar Land Rover is a great partnership. Both are positioning themselves to be luxury L4 consumer AV leaders. While I do not think that Qualcomm or Mobileye is behind in the AV space, I do believe NVIDIA is the one who has shown enough to position itself as the leader in Consumer L4 AV. Intel Mobileye is heading in the direction of Robo taxis, and from what I have seen, Qualcomm’s digital chassis is positioning itself as a leader in ADAS.
I am excited to see what NVIDIA and Jaguar Land Rover come up with in its 2025 fleet of AV, all-electric vehicles. Both companies are working closely together to create safe, efficient, and luxurious self-driving cars with NVIDIA’s full stack of AV offerings. This partnership is one to keep a close eye on.
Note: Moor Insights & Strategy co-op Jacob Freyman contributed to this article.