Challenges and Solutions for Mobileye's Robotaxis: A Case Study Analysis

Case Study Analysis
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Executive Summary
Present case research is conducted on Mobileye which was Co-founded by Amnon
Shukla who is preparing to meet with Intel new CEO to review plan for the future. This research
analyse the vision of company CEO for advanced driver assistance system along with the major
challenges in terms of consumer perception, technological challenges etc. To gain success of
robotaxis from the case study analysis it has been identified consumers are more concerned
towards safety security and cost in terms of self-driving vehicles. In this with the help of
enabling technology company can offer fully automated vehicles technologies like camera, radar
will help organization. It is essential to make sure that they are not hindered by environmental
conditions. This research underlines technologies like LiDAR, EyeQ chips which help
organization to overcome the challenges in effective manner. The approach that has been
adopted for the analysis literature review which helps in understanding viewpoints and concepts
from various authors viewpoint.
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Executive Summary.........................................................................................................................2
INTRODUCTION...........................................................................................................................4
Case brief: Description of the situation...........................................................................................4
Problem statement, plan of analysis.................................................................................................5
Analysis & Findings........................................................................................................................7
Proposed solution to problem..........................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
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INTRODUCTION
In March 2021, Amnon Shashua, co-founder and CEO of Israel-based Mobileye, was
preparing to meet with Intel’s new CEO, Pat Gelsinger, to review plans for the future. Mobileye
had been acquired by California-based Intel in 2017 but still operated independently (Candela,
Angeloudis and Demiris, 2021). Mobileye was the global leader in vision technology for
Advanced Driver Assistance Systems (ADAS) with a 70% market share and $1 billion in
revenue. However, for Shashua, ADAS was just the first step towards his dream of leading the
autonomous vehicle (AV) revolution. It was this vision that led Intel to acquire Mobileye for
$15.3 billion. Shashua’s challenge was that consumer AVs were still years away due to concerns
over safety, regulation, cost, and consumer acceptance. Mention below research aim and
objectives in underlined to identify the challenges and possible solutions.
Research aim
“To identify the challenges that company is facing to change customer perception
towards robotaxis in order to change the future mobility”. A case study on Mobileye
Research objectives
 To evaluate the concept of advanced driver assistance systems (ADAS)
 To determine the notion of autonomous vehicle (AV) resolution
 To evaluate the challenges Mobileye is facing in the context of customer concern and
other AV barriers towards robotaxis
 To identify potential technology through which challenges Mobileye to overcome
challenges to ensure the success of robotaxis.
Case brief: Description of the situation
Robotaxis is also termed as self-driving taxi or driverless taxis. These are basically fully
automated electric cars that will help travellers in an effective manner. Present case study is
conducted on Mobileye in which Amnon Shashua, who is the founder and CEO of respective
company is duly preparing to share ideas with Intel new CEO in order to demonstrate the plan of
robotaxis for the future respective. Mobileye has been acquired by California based Intel in the
year 2017. However this organization is still operating independently. This case study underlines
the global view of Mobileye CEO for advanced driver assistance system. In his vision he is
preparing to lead the autonomous vehicle revolution. However there are some certain challenges
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