Transportation & Car Business in USA Overview, Events & Opportunities by Hartti Suomela

1. Transportation & Car Business in USA
Overview, Events & Opportunities
Hartti Suomela
November 10, 2015

2. Transportation Landscape in USA
• Transportation/Transit landscape is much more fragmented in U.S. than in
Finland
– Regulation on federal, state and municipality levels
– Service providers and other players are a mix of federal, state and
municipality level actors in addition to many commercial (private)
organizations
• Public transportation owned, constructed and maintained by local & state
governments
– Biggest exception: (Federally owned) Amtrak
• Average American spends 101 minutes per day driving (Harvard Health
Watch, 2013)
• Average American commuter spends 38 hours yearly stuck in traffic
– In Washington D.C., Los Angeles and San Francisco the average is over 60
hours!
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3. Driving Still Dominates:
Methods of Commuting in USA (2012)
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Driving 86.1%
Public transportation 5%
Walking 2.8%
Other (incl. biking) 1.7%
Work from home 4.3%

4. Some U.S. Car Industry Numbers
• There are 1.3 people (including everyone) for every car in U.S. (Ward’s study 2011)
– About 240 million cars in U.S.
• Total vehicle sales in 2014 in U.S.: 16.5 million
• 90,000-120,000 plug-in vehicles were sold in U.S. in 2014 (less than 1% of all sales)
– Nissan Leaf the most common: 30,000+
• Cost of owning and operating a car is about $8,700 annually (typical sedan, 15,000
miles)
– Has decreased slightly due to declines in gas prices and finance charges
• 32,719 people died in motor vehicle crashes in the US in 2013 (estimated economic
cost of $242B)
– Trend is up L
• Self-driving cars are estimated to be an $87B opportunity

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6. Companies Not Named Google Working on
Autonomous Cars
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7. Car Industry Across the U.S.
• The U.S. auto industry capital is still Detroit, Michigan
• Below the states are ranked by the total number of jobs per state
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9. Silicon Valley & Car Industry
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10. New and Emerging Players in Smart
Transportation (small selection)
• On demand rides: Uber, Lyft, Cabify, RubyRide (, Gett, Hailo, Yaxi, uniCabs, Flywheel)
• Ride sharing: (Uber, Lyft), Relay Rides, Ride Pal, Hitch, Zagster (bicycles), Sidecar,
Ridescout, We Carpool, Sunyride, Split Technologies (acquired Finnish Ajelo / Kutsu+ in
2014), Arrive
• Urban mass transit: Leap Transit, Wundercar
• Parking improvements: Voice Park, Luxe, ParkWhiz, Valet Anywhere, Park Around,
Smartpark
• Car connectivity: Vinli
• Single person transportation: (Segway), Onewheel, motorized skate boards, scooters,
• Motorized / Electric bicycles: Faraday Bicycles, Scoot Networks, Lightning Motorcycle,
Karmic Bikes
• Transit planning: Transitmix, Mozio, Zendrive, Roadify, Geniusly, Arrive.by, Placemeter
• Charging Solutions: EV Connect
• Intelligent public transit route planning: Google Maps, Hopstop, Nextbus
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Turo

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12. Startups Unbundling the Car
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Source:
https://www.cbinsights.com/blog/
startups-drive-auto-industry-
disruption/

13. VC Investments to Auto Technology
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14. Where Investments Are Done?
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15. Who Are the Most Active Investors?
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16. Where Car Companies Are Investing?
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Source:
https://www.cbinsights.com/blog/
auto-industry-startup-investing/

17. USA tradeshows 2016
• TU Consumer Telematics Show, January 5, Las Vegas http://www.tu-auto.com/cts/
• CES, January 6-9, Las Vegas, http://www.cesweb.org
– Cars get more visibility every year (car area for CES 2016 sold out fast)
– All major manufacturers present
• TU Automotive Cybersecurity, March 29-20, Detroit http://www.tu-auto.com/cyber-
security/
• TU Automotive Detroit, June 8-9, Detroit, http://www.tu-auto.com/detroit/
• Connected Car Expo, November http://connectedcarexpo.com/
• Others
– Renesas Devcon, http://renesasdevcon.com/
– Connected Transportation (simultaneously with IoT Evoluton) – not worth it

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19. Other Topics of Interest
• Developer offerings
– Hackathons, for example Toyota http://toyota-itc-hackathon.devpost.com/
– Developer programs, for example Ford https://developer.ford.com/ and GM
https://developer.gm.com/
– OEM tech incubator programs, for example Jaguar Landrover
https://www.jlrtechincubator.com/
– Techstars Mobility http://www.techstars.com/programs/mobility-program/
• Partners include Ford Motor Company, Magna International, Verizon Telematics, Dana
Holding Corporation, Honda R&D Americas, and McDonald’s
• Sources of information
– Future of Transportation Weekly http://tinyletter.com/transportation
– Meetups, like Connected Car SF
– Websites like Logistics Management http://www.logisticsmgmt.com/ , Connected
Car Tech http://www.connectedcar-news.com/ and others
– CB Insights, PitchBook, Mattermark, etc.
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20. Opportunity:
Electronic Logging Devices for Trucking
• New rule from Department of Transportation (DOT)
– Truckers need to digitally record the hours they drive – Electronic Logging Devices (ELDs)
– 2 year grace period expected
– Final ruling coming any day now (has already been delayed a couple of times)
• This new ruling will establish
– Minimum performance and design standards for hours-of-service (HOS) electronic
logging devices (ELDs)
– Requirements for the mandatory use of these devices by drivers currently required to
prepare HOS records of duty status (RODS)
– Requirements concerning HOS supporting documents
– Measures to address concerns about harassment resulting from the mandatory use of
ELDs
• Recent related activity in the start-up scene
– KeepTruckin received 8M funding
– TruckTrack graduated from 500 Startups accelerator
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21. Key Features
Hours of Service (HOS) Products
• Tablet
– Typically Android, support for most tablets, fixed or portable, from $80 to $500
– ELD support either through wired or wireless connection
– Fully compliant and self-certified by vendor
– Electronic logs and inspection records (including camera) certified by driver (tablet signature
capture), ability to edit with full audit capabilities
– Prior 7-day PDF retention, ability to display or email to law enforcement when stopped
– Warning of pending or actual violations
– Mix and match drivers, tablets & vehicles
– Easy to use, on-screen documentation
• Portal
– Back-office support viewing drivers, status, logs, edits, mobile work orders, and
communications, data storage
– Fully synced with tablet
– APIs to external fleet systems
11/10/15 © Finpro21 Loaned from a presentation at IOT Evolution

22. Other Potential Opportunities
• Mobility as a Service -discussions still on-going with Palo Alto / Joint Venture
Silicon Valley
• EV charging
– Tesla has built quite extensive charging station network, but otherwise
landscape is fragmented
– Some Finnish companies are already actively looking into this
• Ajelo/Kutsu+ system could grow as part of Split Technologies offering
– Note: Ride sharing field is crowded
• Data analysis / back-end systems for traffic monitoring and orchestration
• Car security
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23. Smarter Car: More Ways to Hack the Car?
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Source:
http://time.com/4035145/intel-
car-hacking/

25. • http://cds.frost.com/p/70019/#!/ppt/c?id=NEE8-01-00-00-00&hq=telematics