[THE INVESTOR] Samsung Electronics said on Oct. 16 that it has launched two new brands for automotive semiconductors -- Exynos Auto and ISOCELL Auto -- in a bid to reinforce its competitiveness in the market.

The newly launched brands originate from the two existing semiconductor brands, Exynos -- a mobile semiconductor brand first launched in 2011 -- and ISOCELL, an image sensor chip brand first introduced in 2017.

“Samsung’s new automotive brand solutions bring our market-proven technologies to automotive applications with enhanced features and durability required by the market,” Kenny Han, vice president of Samsung’s device solutions division, said in a press release.

“With the fast-changing telecommunications sector, accurate sensing and powerful processing capabilities, Samsung’s auto-branded solutions will enable a new driving experience for next-generation smart vehicles.”

The tech giant said Exynos chips, boasting top-tier performance and stability, will enable car manufacturers to develop cutting-edge applications, including those for infotainment, advanced driving assistance systems and telematics.

The ISOCELL sensors will help vehicles analyze road conditions and potential hazards even when driving in the dark as they provide greater visibility of the surroundings.

The Korean firm will showcase its new products at the International Suppliers Fair held from Oct. 16-18 in Wolfburg, Germany.

Samsung acquired US infotainment firm Harman for US$8 billion last year, ratcheting up efforts to increase its presence in the auto parts market.

Harman, which was in the red last year, posted 4 million won (US$3,550) operating profit in the second quarter this year.

Other Samsung Group affiliates like Samsung Display, Samsung SDI and Samsung Electro-Mechanics are also rolling out auto components, including OLED displays and batteries for electric vehicles.

By Kim Young-won (wone0102@hearldcorp.com)