OAKLAND, Calif., Nov 3 (Reuters) - Silicon Valley-based AI chip startup SiMa.ai on Thursday said it is entering the automotive industry and has recruited Harald Kroeger, a former executive at top tier auto supplier Bosch and Mercedes Benz (MBGn.DE), to lead that business.
Kroeger, who is on the board of electric pickup truck firm Rivian (RIVN.O), will join SiMa.ai’s board, which includes top chip industry executives Moshe Gavrielov, a Taiwan Semiconductor Manufacturing Co. (2330.TW) board member, and Lip‑Bu Tan, an Intel (INTC.O) board member.
The announcement comes as chip makers' competition in the automotive industry intensifies with Nvidia Corp (NVDA.O), Qualcomm Inc (QCOM.O), and Intel’s recently listed Mobileye (MBLY.O) all vying for car makers.
SiMa.ai’s main product called MLSoC, short for machine learning system on chip, processes video and images, an important technology for assisted and self-driving technology.
"I was on the knife's edge," said Krishna Rangasayee, CEO of SiMa.ai about the decision to enter the automotive market which he noted can take years to generate revenue from.