ADI to deepen commitment to Chinese market

Analog Devices, Inc will continue its efforts to drive China's digital transformation, especially in the auto industry, said a senior executive of the global semiconductor company on Saturday.

Gregory Bryant, executive vice-president of ADI, said the company will continue to advance its "in China for China" strategy.

Bryant made the remarks at the annual China EV 100 Forum held in Beijing from March 31 to April 2.

ADI's revenue in its China business exceeded $2.5 billion, covering such industries as automobiles and healthcare in the fiscal year 2022. Its China business accounted for around one-fifth of its global total revenue in the year.

In terms of the auto industry, Bryant said chips are getting increasingly important with the growing popularity of new energy vehicles, which require three times the figure used in conventional gasoline vehicles.

Bryant estimated that electric vehicles on roads globally could reach 125 million vehicles in five years from 16 million units now.

China has been the world's largest market for smart NEVs since it overtook the United States in 2015.

Last year, over 60 percent of global NEV deliveries were in China, according to the China Association of Automobile Manufacturers.

Xu Zhibin, senior director of the global east automotive business at ADI, said the company has been working with China's manufacturers involving chips used in such areas as battery management systems, in-cabin audio/video applications and automotive powers.

He said the company has rolled out a series of products tailored for the Chinese markets based on local research and development capabilities since 2019.

"In China, demand research, product definition, R&D, sales, marketing and operations are all localized," said Xu.

ADI wants to learn the Chinese customers' voice as early and quickly as possible, he said.