Overview:
Automotive design engineers are always looking for ways to optimize fuel and power efficiency in their designs. Fuel efficiency requirements, mandated by governments, and increasing consumer expectations create a challenge in accomplishing this task. Demands for increased computing power within vehicles are requiring a move from standard linear power supplies to switched mode power supplies (SMPS). Engineers are faced with these new power requirements, while at the same time being required to optimize system efficiency, cost and robustness. Traditional 12 Volt systems are being pushed to the maximum with added electronics content in vehicles and new systems including Advanced Driver Assistance Systems (ADAS), and Start / Stop systems pose unique challenges that must be addressed in automotive design. This panel webinar will examine some considerations you will face in your application design and will identify some ways to address each potential challenge.

Discussion Topics:

  • Design considerations when moving from standard linear power supplies to switched mode power supplies (SMPS).
  • Trends in power partitioning for cost and performance.
  • The move from 12 V to 48 V systems in automotive power design.
  • Special requirements for dealing with Start / Stop Systems.

About the Speakers:

Lance Williams, Vice President, Automotive Strategy

Lance Williams joined ON Semiconductor in 2004 and leads the company’s worldwide Automotive marketing strategy. Mr. Williams brings more than 35 years of semiconductor and electronics industry experience to this position. Prior to this current position, Mr. Williams lead ON Semiconductor’s Global Automotive Sales organization

Before joining ON Semiconductor, Mr. Williams spent the majority of his career with Motorola/Freescale in a variety of sales positions, including; VP and Sales Director of North American Automotive, Delphi Automotive Sales Director, Director of EMSI and Regional Sales Manager.




Kieran McDonald, Field Applications Systems Engineer
Kieran has more than 15 years of experience in the electronics and semiconductor industries. He has spent the last 11 years at ON Semiconductor, as a Field Applications Systems Engineer, helping system and component designers develop more efficient design solutions. Kieran is based near Cambridge, UK and holds a masters degree in advanced microelectronics from the University of Bolton, U.K.




Peter Lanyon, Director, Automotive Power Supplies and SmartPower

Peter has more than 30 years of semiconductor experience. He joined ON Semiconductor in 2000, and initially worked as a segment marketing director and a strategic technologist before filling his current position. Before joining ON Semiconductor, Peter worked at Allegro Microsystem as a system engineer, the motor drive business director and as director of R&D.