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Post-iPhone, Imagination doubles down on core automotive market

Imagination Technologies has launched its latest automotive graphics processor unit (GPU) IP design, the PowerVR Series8XT-A. Imagination says the surrounding software, tools and support package will give the technology a 10-year lifespan for adopters. The GPU design can be licensed directly by chipmakers, or by automotive OEMs (which can then commission a chip partner to build the silicon). It makes the expected performance claims, but a big part of the launch marketing concerns its safety features. Automotive buyers are extremely sensitive to such issues, and the ISO 26262 and IEC 61508 compliance is laid out in the extensive documentation. The company is one of the automotive old guard. Imagination claims that it has over a 50% market share by volume,…

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