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Global Automotive Microcontrollers Market: By Application: Powertrain and Chassis, Safety and Security, Others; By Bit Size; By Material Type; By Connectivity; By Technology; By Vehicle Type; Regional Analysis; Historical Market and Forecast (2017-2027); Market Dynamics; Competitive Landscape; Industry Events and Developments

Global Automotive Microcontrollers Market Outlook

The global automotive microcontrollers market reached a value of about USD 10.9 billion in 2021. The industry is further expected to grow at a CAGR of 7.50% in the forecast period of 2022-2027 to reach a value of around USD 16.8 billion by 2027.

 

Global Automotive Microcontrollers Market

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Rising Demand for 32-Bit Microcontrollers to Bolster the Market Growth of Automotive Microcontrollers

Based on bit size, the 32-bit microcontrollers are witnessing heightened demand due to the increasing complexity in automotive electronics and the need for fewer components. This has been propelling the overall market growth. In addition, they offer higher processing performance, more power efficiency, and improved accuracy for a broad range of small- and large-scale applications. Moreover, the wide range of 32-bit microcontrollers provided by leading industry players is also contributing to the expansion of the automotive microcontrollers industry. For instance, Infineon offers the AURIX Family of 32-bit high power microcontrollers, which provides advanced safety and security features for the automotive industry. Further, the research activities to use the 32-bit microcontrollers in various applications of vehicles are expected to impel the market for automotive microcontrollers in the forecast period.

 

The Asia Pacific to Account for a Substantial Market Share in the Automotive Microcontrollers Industry

The rising production of automobiles owing to the strong presence of industry players and the growing inclination of customers towards the advanced electronics, safety and security features in the vehicles are significantly catalysing the development of the automotive microcontroller industry in the Asia Pacific region. In addition, the government measures towards safeguarding the lives of passengers and pedestrians are boosting the installation of several safety features, thereby invigorating the market growth of the automotive microcontroller.

 

Automotive Microcontrollers: Market Segmentation

The automotive microcontroller is a single-chip microprocessor that can manage all aspects of drive control and plays a critical role in battery management. It helps calculate and monitor elements such as the amount of injected fuel by gathering the data, performing the calculations, and making the necessary adjustments in significantly less time.

 

Global Automotive Microcontrollers Market by Segments

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The automotive microcontrollers industry, by application, is divided into:

  • Powertrain and Chassis
  • Safety and Security
  • Body Electronics
  • Telematics and Infotainment

Based on bit size, the market is segmented into:

  • 8-Bit Microcontrollers
  • 16-Bit Microcontrollers
  • 32-Bit Microcontrollers
  • 32-Bit Microcontrollers Fusion Box

On the basis of material type, the market is classified into:

  • Tinned Steel Automotive Microcontrollers
  • Nickel-Cobalt Ferrous Alloy Automotive Microcontrollers
  • Copper Alloy Automotive Microcontrollers

Based on connectivity, the market is segmented into:

  • V2V Connectivity 
  • V2I Connectivity
  • V2C Connectivity

On the basis of technology, the market is divided into:

  • Park Assist System
  • Blind Spot Detection System
  • ACC
  • TPMS

Based on vehicle type, the market is classified into:

  • Passenger Cars
  • Commercial Vehicles
  • Electric Vehicles
    • Battery-Powered Electric Vehicle (BEV)
    • Hybrid Electric Vehicle (HEV)
    • Plug-In Hybrid Electric Vehicle (PHEV)    
    • Fuel Cell Electric Vehicles (FCEV)

The regional markets for automotive microcontrollers can be divided into North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

 

Global Automotive Microcontrollers Market by Region

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Growing Electrification of Automotives to Drive the Market Growth of Automotive Microcontrollers

The expanding use of electronic components in automobiles owing to cost-effectiveness and the need to eliminate unwieldy wires are providing impetus to the market growth of automotive microcontroller. In addition, the growing demands for energy-efficient and luxurious vehicles are also fuelling the market growth of automotive microcontrollers. Also, the rising preference for microcontrollers as a result of their optimal performance in managing all the components of a vehicle to offer better driving experiences, is resulting in the expansion of the market.

Moreover, the government initiatives towards installing safety features such as anti-lock braking systems in the automotive to prevent road accidents are burgeoning the development of the automotive microcontrollers industry. Further, the development of autonomous and semi-autonomous vehicles and the ADAS technologies are creating a huge demand for microcontrollers, thereby augmenting the market. The innovative technological advancements for the product made by the industry players are anticipated to stimulate the market for automotive microcontrollers in the forecast period.

 

Key Industry Players in the Global Automotive Microcontrollers Market

The report gives a detailed analysis of the following key players in the global automotive microcontrollers market, covering their competitive landscape, capacity, and latest developments like mergers, acquisitions, and investments, expansions of capacity, and plant turnarounds:

  • Analog Devices, Inc.
  • Infineon Technologies AG
  • Microchip Technology Inc.
  • NXP Semiconductors N.V.
  • Texas Instruments Incorporated
  • Toshiba Electronic Devices & Storage Corporation
  • STMicroelectronics International N.V. 
  • Others

The comprehensive EMR report provides an in-depth assessment of the market based on the Porter's five forces model along with giving a SWOT analysis.

 

REPORT FEATURES DETAILS
Base Year 2021
Historical Period 2017-2021
Forecast Period 2022-2027
Scope of the Report

Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment

  • Application
  • Bit Size
  • Material Type
  • Connectivity
  • Technology
  • Vehicle Type
  • Region
Breakup by Application
  • Powertrain and Chassis
  • Safety and Security
  • Body Electronics
  • Telematics and Infotainment
Breakup by Bit Size
  • 8-Bit Microcontrollers
  • 16-Bit Microcontrollers
  • 32-Bit Microcontrollers
  • 32-Bit Microcontrollers Fusion Box
Breakup by Material Type
  • Tinned Steel Automotive Microcontrollers
  • Nickel-Cobalt Ferrous Alloy Automotive Microcontrollers
  • Copper Alloy Automotive Microcontrollers
Breakup by Connectivity
  • V2V Connectivity 
  • V2I Connectivity
  • V2C Connectivity
Breakup by Technology
  • Park Assist System
  • Blind Spot Detection System
  • ACC
  • TPMS
Breakup by Vehicle Type
  • Passenger Cars
  • Commercial Vehicles
  • Electric Vehicles
    • Battery-Powered Electric Vehicle (BEV)
    • Hybrid Electric Vehicle (HEV)
    • Plug-In Hybrid Electric Vehicle (PHEV)    
    • Fuel Cell Electric Vehicles (FCEV)
Breakup by Region
  • North America
  • Europe
  • Asia Pacific
  • Latin America
  • Middle East and Africa
Market Dynamics
  • SWOT
  • Porter's Five Forces
  • Key Indicators for Price and Demand
Trade Data Analysis
  • Major Exporting Countries
    • By Value
    • By Volume
  • Major Importing Countries
    • By Value
    • By Volume
Price Analysis
  • Historical Price Trends
  • Forecast Price Trends
Competitive Landscape

Market Structure, Company Profiles

  • Company Overview
  • Product Portfolio
  • Demographic Reach and Achievements
  • Certifications
Companies Covered
  • Analog Devices, Inc.
  • Infineon Technologies AG
  • Microchip Technology Inc.
  • NXP Semiconductors N.V.
  • Texas Instruments Incorporated
  • Toshiba Electronic Devices & Storage Corporation
  • STMicroelectronics International N.V. 
Report Price and Purchase Option Explore our purchase options that are best suited to your resources and industry needs.
Delivery Format Delivered as an attached PDF and Excel through email, with an option of receiving an editable PPT, according to the purchase option.

 

*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.

1    Preface
2    Report Coverage – Key Segmentation and Scope
3    Report Description

    3.1    Market Definition and Outlook
    3.2    Properties and Applications
    3.3    Market Analysis
    3.4    Key Players
4    Key Assumptions
5    Executive Summary

    5.1    Overview
    5.2    Key Drivers
    5.3    Key Developments
    5.4    Competitive Structure
    5.5    Key Industrial Trends
6    Snapshot
    6.1    Global
    6.2    Regional
7    Industry Opportunities and Challenges
8    Global Automotive Microcontrollers Market Analysis

    8.1    Key Industry Highlights
    8.2    Global Automotive Microcontrollers Historical Market (2017-2021) 
    8.3    Global Automotive Microcontrollers Market Forecast (2022-2027)
    8.4    Global Automotive Microcontrollers Market by Application
        8.4.1    Powertrain and Chassis
            8.4.1.1    Market Share
            8.4.1.2    Historical Trend (2017-2021)
            8.4.1.3    Forecast Trend (2022-2027)
        8.4.2    Safety and Security
            8.4.2.1    Market Share
            8.4.2.2    Historical Trend (2017-2021)
            8.4.2.3    Forecast Trend (2022-2027)
        8.4.3    Body Electronics
            8.4.3.1    Market Share
            8.4.3.2    Historical Trend (2017-2021)
            8.4.3.3    Forecast Trend (2022-2027)
        8.4.4    Telematics and Infotainment
            8.4.4.1    Market Share
            8.4.4.2    Historical Trend (2017-2021)
            8.4.4.3    Forecast Trend (2022-2027)
    8.5    Global Automotive Microcontrollers Market by Bit Size
        8.5.1    8-Bit Microcontrollers
            8.5.1.1    Market Share
            8.5.1.2    Historical Trend (2017-2021)
            8.5.1.3    Forecast Trend (2022-2027)
        8.5.2    16-Bit Microcontrollers
            8.5.2.1    Market Share
            8.5.2.2    Historical Trend (2017-2021)
            8.5.2.3    Forecast Trend (2022-2027)
        8.5.3    32-Bit Microcontrollers
            8.5.3.1    Market Share
            8.5.3.2    Historical Trend (2017-2021)
            8.5.3.3    Forecast Trend (2022-2027)
        8.5.4    32-Bit Microcontrollers Fusion Box
            8.5.4.1    Market Share
            8.5.4.2    Historical Trend (2017-2021)
            8.5.4.3    Forecast Trend (2022-2027)
    8.6    Global Automotive Microcontrollers Market by Material Type
        8.6.1    Tinned Steel Automotive Microcontrollers
            8.6.1.1    Market Share
            8.6.1.2    Historical Trend (2017-2021)
            8.6.1.3    Forecast Trend (2022-2027)
        8.6.2    Nickel-Cobalt Ferrous Alloy Automotive Microcontrollers
            8.6.2.1    Market Share
            8.6.2.2    Historical Trend (2017-2021)
            8.6.2.3    Forecast Trend (2022-2027)
        8.6.3    Copper Alloy Automotive Microcontrollers
            8.6.3.1    Market Share
            8.6.3.2    Historical Trend (2017-2021)
            8.6.3.3    Forecast Trend (2022-2027)
    8.7    Global Automotive Microcontrollers Market by Connectivity
        8.7.1    V2V Connectivity 
            8.7.1.1    Market Share
            8.7.1.2    Historical Trend (2017-2021)
            8.7.1.3    Forecast Trend (2022-2027)
        8.7.2    V2I Connectivity
            8.7.2.1    Market Share
            8.7.2.2    Historical Trend (2017-2021)
            8.7.2.3    Forecast Trend (2022-2027)
        8.7.3    V2C Connectivity
            8.7.3.1    Market Share
            8.7.3.2    Historical Trend (2017-2021)
            8.7.3.3    Forecast Trend (2022-2027)
    8.8    Global Automotive Microcontrollers Market by Technology
        8.8.1    Park Assist System
            8.8.1.1    Market Share
            8.8.1.2    Historical Trend (2017-2021)
            8.8.1.3    Forecast Trend (2022-2027)
        8.8.2    Blind Spot Detection System
            8.8.2.1    Market Share
            8.8.2.2    Historical Trend (2017-2021)
            8.8.2.3    Forecast Trend (2022-2027)
        8.8.3    ACC
            8.8.3.1    Market Share
            8.8.3.2    Historical Trend (2017-2021)
            8.8.3.3    Forecast Trend (2022-2027)
        8.8.4    TPMS
            8.8.4.1    Market Share
            8.8.4.2    Historical Trend (2017-2021)
            8.8.4.3    Forecast Trend (2022-2027)
    8.9    Global Automotive Microcontrollers Market by Vehicle Type
        8.9.1    Passenger Cars
            8.9.1.1    Market Share
            8.9.1.2    Historical Trend (2017-2021)
            8.9.1.3    Forecast Trend (2022-2027)
        8.9.2    Commercial Vehicles
            8.9.2.1    Market Share
            8.9.2.2    Historical Trend (2017-2021)
            8.9.2.3    Forecast Trend (2022-2027)
        8.9.3    Electric Vehicles
            8.9.3.1    Market Share
            8.9.3.2    Historical Trend (2017-2021)
            8.9.3.3    Forecast Trend (2022-2027)
            8.9.3.4    Breakup by Type
                8.9.3.4.1    Battery-Powered Electric Vehicle (BEV)
                8.9.3.4.2    Hybrid Electric Vehicle (HEV)
                8.9.3.4.3    Plug-In Hybrid Electric Vehicle (PHEV)    
                8.9.3.4.4    Fuel Cell Electric Vehicles (FCEV)
    8.10    Global Automotive Microcontrollers Market by Region
        8.10.1    Market Share
            8.10.1.1    North America
            8.10.1.2    Europe
            8.10.1.3    Asia Pacific
            8.10.1.4    Latin America
            8.10.1.5    Middle East and Africa
9    Regional Analysis
    9.1    North America
        9.1.1    Historical Trend (2017-2021)
        9.1.2    Forecast Trend (2022-2027)
        9.1.3    Breakup by Country
            9.1.3.1    United States of America 
            9.1.3.2    Canada
    9.2    Europe
        9.2.1    Historical Trend (2017-2021)
        9.2.2    Forecast Trend (2022-2027)
        9.2.3    Breakup by Country
            9.2.3.1    United Kingdom
            9.2.3.2    Germany
            9.2.3.3    France
            9.2.3.4    Italy
            9.2.3.5    Others
    9.3    Asia Pacific
        9.3.1    Historical Trend (2017-2021)
        9.3.2    Forecast Trend (2022-2027)
        9.3.3    Breakup by Country
            9.3.3.1    China
            9.3.3.2    Japan
            9.3.3.3    India
            9.3.3.4    ASEAN
            9.3.3.5    Australia
            9.3.3.6    Others
    9.4    Latin America
        9.4.1    Historical Trend (2017-2021)
        9.4.2    Forecast Trend (2022-2027)
        9.4.3    Breakup by Country
            9.4.3.1    Brazil
            9.4.3.2    Argentina
            9.4.3.3    Mexico
            9.4.3.4    Others
    9.5    Middle East and Africa
        9.5.1    Historical Trend (2017-2021)
        9.5.2    Forecast Trend (2022-2027)
        9.5.3    Breakup by Country
            9.5.3.1    Saudi Arabia
            9.5.3.2    United Arab Emirates
            9.5.3.3    Nigeria
            9.5.3.4    South Africa
            9.5.3.5    Others
10    Market Dynamics
    10.1    SWOT Analysis
        10.1.1    Strengths
        10.1.2    Weaknesses
        10.1.3    Opportunities
        10.1.4    Threats
    10.2    Porter’s Five Forces Analysis
        10.2.1    Supplier’s Power
        10.2.2    Buyer’s Power
        10.2.3    Threat of New Entrants
        10.2.4    Degree of Rivalry
        10.2.5    Threat of Substitutes
    10.3    Key Indicators for Demand
    10.4    Key Indicators for Price
11    Value Chain Analysis
12    Trade Data Analysis (HS Code- 854231)

    12.1    Major Exporting Countries
        12.1.1    By Value
        12.1.2    By Volume
    12.2    Major Importing Countries
        12.2.1    By Value
        12.2.2    By Volume 
13    Price Analysis
    13.1    North America Historical Price Trends (2017-2021) and Forecast (2022-2027)
    13.2    Europe Historical Price Trends (2017-2021) and Forecast (2022-2027)
    13.3    Asia Pacific Historical Price Trends (2017-2021) and Forecast (2022-2027)
    13.4    Latin America Historical Price Trends (2017-2021) and Forecast (2022-2027)
    13.5    Middle East and Africa Historical Price Trends (2017-2021) and Forecast (2022-2027)
14    Competitive Landscape
    14.1    Market Structure
    14.2    Company Profiles
        14.2.1    Analog Devices, Inc.
            14.2.1.1    Company Overview
            14.2.1.2    Product Portfolio
            14.2.1.3    Demographic Reach and Achievements
            14.2.1.4    Certifications
        14.2.2    Infineon Technologies AG
            14.2.2.1    Company Overview
            14.2.2.2    Product Portfolio
            14.2.2.3    Demographic Reach and Achievements
            14.2.2.4    Certifications
        14.2.3    Microchip Technology Inc.
            14.2.3.1    Company Overview
            14.2.3.2    Product Portfolio
            14.2.3.3    Demographic Reach and Achievements
            14.2.3.4    Certifications
        14.2.4    NXP Semiconductors N.V.
            14.2.4.1    Company Overview
            14.2.4.2    Product Portfolio
            14.2.4.3    Demographic Reach and Achievements
            14.2.4.4    Certifications
        14.2.5    Texas Instruments Incorporated
            14.2.5.1    Company Overview
            14.2.5.2    Product Portfolio
            14.2.5.3    Demographic Reach and Achievements
            14.2.5.4    Certifications
        14.2.6    Toshiba Electronic Devices & Storage Corporation
            14.2.6.1    Company Overview
            14.2.6.2    Product Portfolio
            14.2.6.3    Demographic Reach and Achievements
            14.2.6.4    Certifications
        14.2.7    STMicroelectronics International N.V. 
            14.2.7.1    Company Overview
            14.2.7.2    Product Portfolio
            14.2.7.3    Demographic Reach and Achievements
            14.2.7.4    Certifications
        14.2.8    Others
15    Industry Events and Developments

 

List of Figures and Tables

1.    Global Automotive Microcontrollers Market: Key Industry Highlights, 2017 and 2027
2.    Global Automotive Microcontrollers Historical Market: Breakup by Application (USD Billion), 2017-2021
3.    Global Automotive Microcontrollers Market Forecast: Breakup by Application (USD Billion), 2022-2027
4.    Global Automotive Microcontrollers Historical Market: Breakup by Bit Size (USD Billion), 2017-2021
5.    Global Automotive Microcontrollers Market Forecast: Breakup by Bit Size (USD Billion), 2022-2027
6.    Global Automotive Microcontrollers Historical Market: Breakup by Material Type (USD Billion), 2017-2021
7.    Global Automotive Microcontrollers Market Forecast: Breakup by Material Type (USD Billion), 2022-2027
8.    Global Automotive Microcontrollers Historical Market: Breakup by Connectivity (USD Billion), 2017-2021
9.    Global Automotive Microcontrollers Market Forecast: Breakup by Connectivity (USD Billion), 2022-2027
10.    Global Automotive Microcontrollers Historical Market: Breakup by Technology (USD Billion), 2017-2021
11.    Global Automotive Microcontrollers Market Forecast: Breakup by Technology (USD Billion), 2022-2027
12.    Global Automotive Microcontrollers Historical Market: Breakup by Vehicle Type (USD Billion), 2017-2021
13.    Global Automotive Microcontrollers Market Forecast: Breakup by Vehicle Type (USD Billion), 2022-2027
14.    Global Automotive Microcontrollers Historical Market: Breakup by Region (USD Billion), 2017-2021
15.    Global Automotive Microcontrollers Market Forecast: Breakup by Region (USD Billion), 2022-2027
16.    North America Automotive Microcontrollers Historical Market: Breakup by Country (USD Billion), 2017-2021
17.    North America Automotive Microcontrollers Market Forecast: Breakup by Country (USD Billion), 2022-2027
18.    Europe Automotive Microcontrollers Historical Market: Breakup by Country (USD Billion), 2017-2021
19.    Europe Automotive Microcontrollers Market Forecast: Breakup by Country (USD Billion), 2022-2027
20.    Asia Pacific Automotive Microcontrollers Historical Market: Breakup by Country (USD Billion), 2017-2021
21.    Asia Pacific Automotive Microcontrollers Market Forecast: Breakup by Country (USD Billion), 2022-2027
22.    Latin America Automotive Microcontrollers Historical Market: Breakup by Country (USD Billion), 2017-2021
23.    Latin America Automotive Microcontrollers Market Forecast: Breakup by Country (USD Billion), 2022-2027
24.    Middle East and Africa Automotive Microcontrollers Historical Market: Breakup by Country (USD Billion), 2017-2021
25.    Middle East and Africa Automotive Microcontrollers Market Forecast: Breakup by Country (USD Billion), 2022-2027
26.    Major Exporting Countries by Value
27.    Major Importing Countries by Value
28.    Major Exporting Countries by Volume
29.    Major Importing Countries by Volume
30.    North America Historical Price Trends and Forecast 2017-2027
31.    Europe Historical Price Trends and Forecast 2017-2027
32.    Asia Pacific Historical Price Trends and Forecast 2017-2027
33.    Latin America Historical Price Trends and Forecast 2017-2027
34.    Middle East and Africa Historical Price Trends and Forecast 2017-2027
35.    Global Automotive Microcontrollers Market Structure

Key Questions Answered in the Report

In 2021, the global automotive microcontrollers market attained a value of nearly USD 10.9 billion.

The market is assessed to grow at a CAGR of 7.50% between 2022 and 2027.

The market is estimated to witness a healthy growth in the forecast period of 2022-2027 to reach almost USD 16.8 billion by 2027.

The major industry drivers are growing adoption of advanced vehicles with electrical components by customers, development of autonomous vehicles, and exceptional characteristics of microcontrollers such as higher processing performance, more power efficiency, and improved accuracy.

The key industry trends guiding the rising electrification of vehicles, government initiatives, and technological advancements in microcontrollers.

The major regions in the industry are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa.

The various applications of the market are powertrain and chassis, safety and security, body electronics, and telematics and infotainment.

The different market divisions, based on bit size, include 8-bit microcontrollers, 16-bit microcontrollers, 32-bit microcontrollers, and 32-bit microcontrollers fusion box.

The significant market divisions, based on material type, include tinned steel automotive microcontrollers, nickel-cobalt ferrous alloy automotive microcontrollers, and copper alloy automotive microcontrollers.

The major market divisions, based on connectivity, include V2V connectivity, V2I connectivity, and V2C connectivity.

The different market divisions, based on technology, include park assist system, blind spot detection system, ACC, and TPMS.

The various market divisions, based on vehicle type, consist of passenger cars, commercial vehicles, and electric vehicles.

The major players in the industry are Analog Devices, Inc., Infineon Technologies AG, Microchip Technology Inc., NXP Semiconductors N.V., Texas Instruments Incorporated, Toshiba Electronic Devices & Storage Corporation, and STMicroelectronics International N.V., among others.

Analyst Review

The global automotive microcontrollers market attained a value of nearly USD 10.9 billion in 2021, driven by the expanding use of electronic components in automobiles. Aided by the technological advancements in microcontrollers, the market is expected to witness a further growth in the forecast period of 2022-2027, growing at a CAGR of 7.50%. The market is estimated to reach about USD 16.8 billion by 2027.

EMR’s meticulous research methodology delves deep into the market, covering the macro and micro aspects of the industry. The market for automotive microcontrollers, by application, is divided into powertrain and chassis, safety and security, body electronics, and telematics and infotainment. Based on bit size, the market is segmented into 8-bit microcontrollers, 16-bit microcontrollers, 32-bit microcontrollers, and 32-bit microcontrollers fusion box. On the basis of material type, the market is classified into tinned steel automotive microcontrollers, nickel-cobalt ferrous alloy automotive microcontrollers, and copper alloy automotive microcontrollers. Based on connectivity, the market is segmented into V2V connectivity, V2I connectivity, and V2C connectivity. On the basis of technology, the market is divided into park assist system, blind spot detection system, ACC, and TPMS. Based on vehicle type, the market is classified into passenger cars, commercial vehicles, and electric vehicles. The major regional markets for automotive microcontrollers are North America, Europe, the Asia Pacific, Latin America, and the Middle East and Africa. The key players in the above market include Analog Devices, Inc., Infineon Technologies AG, Microchip Technology Inc., NXP Semiconductors N.V., Texas Instruments Incorporated, Toshiba Electronic Devices & Storage Corporation, and STMicroelectronics International N.V., among others.

EMR’s research methodology uses a combination of cutting-edge analytical tools and the expertise of their highly accomplished team, thus, providing their customers with market insights that are accurate, actionable, and help them remain ahead of their competition.

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