DJI, similar to Tesla, is confronting the ADAS predicament using a vision-centric strategy
DJI, the world-renowned drone manufacturer, is making waves in the automotive industry by developing an affordable Advanced Driver Assistance System (ADAS) solution. The company, a division of Da-Jiang Innovations Science and Technology Co., Ltd (DJI) based in China, is aiming to make autonomous driving technology accessible to a wider audience.
DJI's Vision-Based ADAS Approach
Unlike many other ADAS offerings on the market that require the installation of light detection and ranging (LiDAR) sensors and several millimeter-wave radars, DJI's technology relies purely on visual data. The system deploys a pair of front stereo cameras for depth perception of road obstacles, four surround-view fisheye cameras, and a rear monocular camera. Notably, DJI's approach omits even ultrasonic sensors.
Obstacle Avoidance and Predictive Capabilities
DJI's ADAS can enhance obstacle avoidance and bypass capabilities across various scenarios, including urban navigation, highways, and parking, without the need for high-precision maps. The company is also developing large models to support predictive and decision-making functions, learning from the behavior of human drivers to predict vehicle trajectories in complex scenarios.
Cost-Effective Technology
DJI's technology is priced at about RMB 7,000 (USD 985), making it a more affordable option compared to premium ADAS-equipped car models, such as those developed by Nio, Xpeng, Li Auto, Huawei, and others, which typically exceed RMB 200,000 (USD 28,150).
The Future of ADAS in China
The race to develop advanced driver assistance systems in China has reached a critical point, with companies aiming for nationwide coverage and mass production. Cutting hardware costs, particularly the removal of LiDAR, is a priority for mass market automakers to make ADAS more affordable. DJI is working on developing more advanced solutions aimed at achieving Level 3 autonomous driving, involving inertial navigation supported by three cameras and LiDAR assemblies.
Competition in the ADAS Market
Other players in the Chinese ADAS market include Huawei, which has deployed its second-generation ADAS system that doesn't require high-precision maps. Xpeng Motors has introduced its intelligent driving solution to 243 cities, while Nio has recruited 20,000 users for testing across 706 cities.
Tesla, a notable player in the global autonomous driving market, uses a camera-only approach to ADAS, with 8 cameras and 12 ultrasonic sensors. Tesla's Full Self-Driving (FSD) technology has replaced hand-coded rules with neural nets, restructuring planning and control into an end-to-end self-driving stack. However, Tesla's FSD technology is priced significantly higher than DJI's offering.
DJI's latest autonomous driving solution, aimed at a price point of RMB 150,000 (USD 21,110) and over, also relies solely on seven cameras and a Qualcomm 100 TOPS-rated chip. This offering is more cost-effective compared to the Nvidia Orin X, making it a competitive option in the market.
In conclusion, DJI's entry into the autonomous driving market with an affordable ADAS solution is set to disrupt the industry, making autonomous driving technology more accessible to a wider audience.
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