United Daily News

E-LEAD Electronics (2497), a major automotive electronics manufacturer, has received orders from a number of mainland automakers for its front glass head-up display (WHUD) and has started shipping it. The fourth-quarter results have grown compared to the same period last year, optimistic about next year's performance.

This year, E-LEAD Electronics has seen the light of the day. In 2015, it was sued by CUB ELECPARTS INC. for infringing its copyright. After years of litigation, the Intellectual Property Court ruled that E-LEAD Electronics won the case in the second instance in December.The unfavorable judgment of the first instance against E-LEAD Electronics was all discarded.

Although E-LEAD Electronics was affected by COVID-19 in the first half of the year, its performance was not as good as expected, but the revenue in the second half of the year has shown a month-by-month growth. The market observes that the China will be limited in the future, the Thailand is gradually recovering its momentum, and Indonesia will have a The new project of in-vehicle main unit has been mass-produced and shipped, and E-LEAD Electronics' follow-up operation growth can be expected.

E-LEAD Electronics said that in the future, it will specialize in head-up display products in the China, and actively promote the European, American and Japanese; the Southeast Asian will continue to develop products such as car audio and video hosts, surround view systems, reversing development, car wireless chargers, and make good use of cars. The market advantage of electronics for many years has increased market share.

E-LEAD Electronics has gone through more than three years of transformation and development. The front windshield head-up display (WHUD) has gradually been mass-produced and shipped, and has successively obtained development projects from many car manufacturers in China. In addition to the head-up display on the front windshield, E-LEAD Electronics has also developed an augmented reality head-up display (AR HUD) to strengthen the competitiveness of the head-up display products. It hopes to expand to the parent plants of European, American and Japanese car factories based on the actual performance in the China.

The head-up display on the front windshield must be familiar with and possess the principles and technologies of electronics, mechanism, physics, optics, etc. The barriers to entry are quite high. In the past, only high-end models such as Benz, BMW and Audi were equipped. The main supply chains are European and Japanese manufacturers Denso, Japan Seiki, Continental, etc. In the future, with the development of self-driving cars and electric vehicles, it is expected that major car manufacturers will plan head-up displays as a necessary safety device.

Listed company ELEAD Electronics 2015 new technology product Smart HUD head-up display, the world's premiere, leading the industry's original creation, with "technology" and "safety" as the main axis, and the chief designer of General Manager CHEN,HSI-HSUN emphasized that Smart HUD can be connected with wisdom Mobile phone technology integrates the exclusive E-LEAD APP, driving record, reversing development, lane offset system, satellite navigation, and multiple entertainment in one, so that driving consumers can have excellent driving functions in the driving environment. Protecting the safety of car owners and their families is the responsibility and vision of E-LEAD Electronics. Through the development of smart technology products, it can communicate directly with consumers and show its brand value and supreme service.

The three major features of Smart HUD connected car head-up display are "top specifications", "complete additional equipment", and "exclusive APP development". Come to the efficient and convenient driving life, and upgrade the driving safety.The "E-Where" function in the Smart HUD makes AN,HSIAO-CHIAO feel the most intimate. There is no need to reset the GPS. The Smart HUD will automatically plan the route and go on the road as soon as you get in the car,in addition, the reminder functions of "prevention of collision with preceding vehicles" and "road deviation" make AN,HSIAO-CHIAO feel most at ease. AN,HSIAO-CHIAO said: "Sometimes activities need to drive all the way from Taipei to Pingtung, and there are often fatigue driving conditions. With these two reminder functions, driving is safer, and the driving situation can be grasped at any time, which greatly increases the sense of security! In addition, the complete function of SmartHUD has made my own million-dollar cars go down!” 

In the past, E-LEAD Electronics cooperated with major car dealers in the B2B cooperation mode, but now it is committed to the B2C marketing method.Through the joint cooperation of Chunghwa Telecom, Senao International, Ta Yeh Auto Accessories, and Car Quality Automotive,create a new generation of high-end automotive electronic equipment,looking forward to 2015 sales target,bringing its own best products to the consumers' best interests, after moving to the B2C market, General Manager Chen of E-LEAD Electronics said: Smart HUD is expected to sell more than 120,000 units worldwide,E-LEAD Electronics' turnover increased by more than 10% annually,the overall after-sales service of the product is also the service spirit that E-LEAD Electronics attaches great importance to,Smart HUD provides installation services in major automobile department stores in the province, and after-sales service from the original factory, so that consumers can feel the attentiveness of E-LEAD Electronics and the guarantee of service quality.

Commercial Times

E-LEAD Electronics (2497), a major automotive electronics manufacturer, announced its third-quarter financial report on the 4th, with a quarterly revenue growth of 58%, and a pre-tax turnaround. The display (WHUD) has been affirmed and supported by the parent factory of the car factory, and is gradually mass-produced and shipped. According to the data from the Gaogong Smart Automobile Research Institute, E-LEAD Electronics has installed 33,724 HUDs for its own and joint venture brand models in China in the first half of 2020, surpassing Continental and entering the top three sales rankings.

It is understood that the development and production of the front windshield head-up display (WHUD) must be familiar with and have the principles and technologies of electronics, mechanism, physics, optics, etc., to overcome the limited space heat dissipation and high vibration use environment, in order to project a variety of integrated driving information on the windshield. , project the suspended image on the road ahead, reduce the risk of parallax caused by sight shift, improve the driving safety of the driver, assist the driver to grasp the driving situation in real time, and the entry threshold is quite high. In the past, only high-end models such as Benz, BMW and Audi were equipped. The main supply chains are European and Japanese manufacturers Denso, Japan Seiki, Continental, etc. In the future, with the development of self-driving cars and electric vehicles, it is expected that major car manufacturers will plan head-up displays as a necessary safety device.

CHEN,HSI-HSUN, chairman of E-LEAD Electronics, saw the trend of popularization of WHUD more than 4 years ago, and decided to strive to become the first-tier supplier of the parent factory of the front windshield head-up display (WHUD) based on the development strength of automotive electronic products for many years. It has already come to fruition, and has successively obtained development projects from a number of automakers in China. In addition to the front glass head-up display, E-LEAD Electronics has also successfully developed an augmented reality head-up display (AR HUD) to strengthen the competitiveness of the head-up display products. It hopes to expand to Europe and the United States with the actual performance of the China, Japanese car factory mother plant.

E-LEAD Electronics was affected by COVID-19 in the first half of the year, its performance was not as good as expected, but the market observes that the China will be limited in the future, the Thailand is gradually recovering its momentum, and Indonesia will have a The new project of in-vehicle main unit has been mass-produced and shipped, and E-LEAD Electronics' follow-up operation growth can be expected.

E-LEAD Electronics said that in the future, it will specialize in head-up display products in the China, and actively promote the European, American and Japanese. The Southeast Asian market will continue to develop products such as car audio and video host, surround view system, reversing development, car wireless charger,to give full play to the market advantages of automotive electronics for many years Years of market advantages to increase market share.

E-LEAD Electronics is a first-tier supplier of original automobile manufacturers. It has a R&D and manufacturing system that meets the specifications of major international car manufacturers. It has obtained IATF 16949, ISO 26262, ISO 17025, FORD Q1, VDA and other certifications.In addition to the headquarters in Taiwan, it has subsidiaries and offices in China, Thailand and many other countries, serving major automakers and customers around the world, and has been deeply trusted and affirmed.

Taiwan light of love association  holds a walking activity with the theme of eye protection every year. Every year, visually impaired friends will participate. Walking people can feel the power of their love for life, so as to arouse everyone to cherish their healthy eyes more.

This year,E-LEAD Electronics also participated in the co-organization, pledging 200 places for walking, leading all colleagues to fulfill their corporate responsibilities, and calling on the public to care about eye health, because using eyes at close range for too long will cause the greatest damage to eyesight.

E-LEAD Electronics also arranged eye protection games on site to let the public understand the importance of eyes, and welcome everyone to join in the grand event.

20190124 ELEAD Electronics rolled up its sleeves and donated blood for public welfare a total of 78 bags of blood were collected in half a day！

Please watch the event video

E-LEAD Electronics has experience and achievements in development with major car manufacturers, has technical advantages and core technologies in multiple fields, and is familiar with the development process and product testing standards of car manufacturers. In terms of research and development, market customer response is the first priority; customer-oriented The R&D concept of "improving driving pleasure and assisting driving safety" is the main task of E-LEAD's key technologies, and it is also E-LEAD's consistent brand strategy, including remote imaging head-up display (HUD), advanced driver assistance system (ADAS), surround view System, reversing camera system, Internet of Vehicles multimedia navigation host (I.O.V), tire pressure detector, rear seat entertainment system and many other products,in understanding customer needs and interests, we are constantly seeking innovations and changes.

KUO,YAO-WEN, vice president of SGS Taiwan Inspection Technology Co., Ltd., said that the ISO 26262 standard has 10 parts, and the specifications include: company functional safety management, conceptual design, system aspect, software and hardware decent design and verification testing, manufacturing, operation, maintenance and removal The entire life cycle of the product must meet the functional safety requirements of the product in order to enter the high-end automotive electronics market. President CHIU,CHIH-HUNG also pointed out that obtaining the ISO 26262 process certificate has established E-LEAD's development strength in product functional safety. It not only has the competitive advantage of obtaining orders at home and abroad, but also can obtain ASIL-level product certificates for individual products in the future, thereby expanding the automotive and electric market. Provide automotive electronics products that meet the supply chain needs of international automakers.

SGS Group was established in Rouen, France in 1878, and its earliest business was the inspection of grain shipments. In 1919, it was registered as SGS Group - Societe Generale de Surveillance in Geneva, Switzerland, and was listed on the Swiss Exchange - Switzerland's stock exchange (SWX) in 1985.SGS is a global leader in inspection, testing, verification and verification services and is recognized globally as the benchmark for quality and integrity. Currently has more than 80,000 employees in more than 1,650 operating branches and laboratories.

"Road Vehicle - Functional Safety", the first edition was officially released on November 14, 2011. The content is extended from the IEC 61508 functional safety standard, which is a special edition in the automotive field. This safety standard defines the functional safety specifications for electronic systems in passenger cars under 3.5 tons, and distinguishes various safety levels from QM, ASIL A to ASIL D according to safety, with ASIL D as the highest safety level. At present, it has been widely accepted by European, American and Japanese car manufacturers, and the China has planned to incorporate it into national standards in 2018.

E-LEAD Electronics was established in 1983, with its head office and R&D center located in Changhua, Central Taiwan. It was listed on the Taiwan Stock Exchange on February 4, 2002. With more than 30 years of continuous innovation and development in the field of automotive electronics, the main force of E-LEAD electronic product research and development has gradually transformed into long-distance imaging head-up display (HUD), advanced driver assistance system (ADAS), surround view system, reversing camera system, car networking multimedia Navigation main unit (I.O.V), tire pressure detector, rear seat entertainment system and many other products, and the competitive advantage of high integration is the market segmentation, and successfully entered the first-order supply system recognized by international automobile brands. The automotive electronic retail market also achieved good results, enhancing the market awareness of E-LEAD brand.

Uphold the spirit of taking root in Taiwan and selling globally,E-LEAD takes Changhua Plant and Quanxing Plant as production, sales and research bases in Taiwan, and overseas set up subsidiaries in Jiangsu, China and Samut Prakan, Thailand,in addition, after-sales service centers have been set up in important locations around the world as a global multinational group, and it continues to expand its territory through strategic alliances.

E-LEAD's corporate vision is to become "the largest automotive electronics company in Chinese", and its products have been trusted and entrusted by well-known car manufacturers such as VW, Toyota, Honda, Nissan, Mitsubishi, Mazda, Audi, GM, Ford, and Hyundai in the domestic and overseas,they are all important partners of E-LEAD Electronics, and continue to expand the marketing territory to all over the world, and continue to seek overseas cooperation niches to enhance the company's competitiveness, consolidate the sales market, and create a win-win situation for the company and customers.

In 2016 VW Global Supplier Technology Exhibition, a total of more than 800 world-renowned auto parts manufacturers were invited to participate in the exhibition,E-LEAD Electronics is the only first-tier supplier of automotive electronics in Taiwan invited to participate in the exhibition.Only 11 key manufacturers were selected by VW, and President Matthias Müller personally visited the booth,E-LEAD Electronics was selected for its advanced head-up display (HUD) technology.The picture below shows the live tour of Yili led by Mr. Müller with senior executives.

The reason why E-LEAD Electronics was selected as President Matthias Müller to visit the booth in person is that E-LEAD Electronics was originally a VW global qualified supplier,At the Shanghai CES exhibition last year, the vice president of VW electronic parts procurement visited and was shocked by the advanced HUD technology of E-LEAD Electronics,E-LEAD Electronics was specially invited to participate in the VW Global Supplier Exhibition and was selected as the booth of the President to personally visit.This opportunity not only allows the HUD technology of E-LEAD Electronics to become the choice of mainstream manufacturers, but also to develop more advanced optical technology with these mainstream car manufacturers, and also to make a more professional affirmation of the performance of E-LEAD Electronics' HUD.

The IZB conference interview report also mentioned Yili HUD product information. The following is the link and content of the news report:
http://wolfsburgerblatt.de/regionales/75230697-izb-2016-aussteller-praesentieren-46-weltneuheiten