Teardown Reveals the Power Behind Tesla’s Displays

The monitor-like IP and giant display screen in Tesla Motors Inc.'s Model S electric sedan are driven by processors akin in price and power to those found in current-generation smartphones and tablets.

The result is a sharp departure from the way the auto industry has developed its electronics, says global data and analytics provider IHS Inc. The Colorado-based firm bases its comments on results of a teardown of the Model S that studied all major subsystems in the car in addition to its electric powertrain.

IHS calls Tesla's unique approach results in an ability to radically differentiate its cars from those of other manufacturers.

The firm notes the Model S's high-resolution 17-inch touchscreen display uses an Nvidia Corp. Tegra 3, 1.4-GHz quad-core processor that delivers computing power equal to that of the latest consumer electronics. The car's 12.3-inch instrument cluster screen is driven by an Nvidia Tegra 2 chip. IHS estimates the two systems cost twice as much as the ones used in conventional high-end luxury cars.

Tesla has designed its own circuit boards and uses a distinctive modular approach to the car's media control unit. IHS's teardown analysis says the latter device contains more than 5,000 components, or 25% more than the next-most-sophisticated infotainment controller it has inspected.

Tesla's approach is to design its own electronic architecture but allow electronics manufacturing services to assemble them. IHS likens the strategy to the one used by such consumer electronics suppliers as Apple, Harman and Panasonic.