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Driver Distraction
SBD Automotive Blog: Driver Distraction View
How many times have you heard – "Automakers are s
How many times have you heard – "Automakers are sitting on a data goldmine"? View
SBD Automotive advises UK autonomous car project o
SBD Automotive advises UK autonomous car project on new cyber security and HMI challenges View
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We're SBD Automotive, a global team of specialists in automotive technology.

Fast-moving technologies, complex markets and a maze of new risks have created unprecedented challenges for vehicle manufacturers and their partners. Our independent research and strategic support provide the clear, actionable insights decision-makers need to move from planning to action.

Where we add value

Our people
Our people

We have focused exclusively on automotive technology for more than two decades. Our industry thought leaders and experienced industry professionals understand the day-to-day challenges you face.

Independent insight
Independent insight

We represent your best interests, going further than anyone else to help you understand the facts. We quantify what we say with actionable data and provide a clear route to achieve your objectives.

Our perspective
Our perspective

Our global team has worked with businesses right across the automotive industry. Through a unique understanding of the ‘bigger picture’, we help you anticipate opportunity and avoid unnecessary costs.

Module: Testimonial

“In today’s complex, global markets, decisions on the latest automotive technologies are anything but simple. Too many options, too little time and the sheer speed of change has created a need for clarity.”
David Bell, CEO

Our story

1993 – A new direction

1993 – A new direction

Vehicle theft in Europe reaches an all-time high. In Germany, Allianz Center for Technology (AZT) issues new requirements for immobilizers, forcing vehicle manufactures to respond to avoid their customers being penalized. British insurers introduce even more stringent requirements covering immobilizers, door locks, alarms and many other features. Having helped a major vehicle manufacturer develop award-winning security systems, a small team of engineers identifies the need for independent technical and strategic expertise.
1997 – SBD is founded

1997 – SBD is founded

Secured By Design (SBD) is founded by David Bell, David McClure and Gareth Jones, who quickly become known for their unique, hands-on approach to anti-theft. Interviewing convicted criminals and analyzing recovered vehicles, they provide the engineering and strategic based framework the industry needs to develop lasting, cost effective solutions to real world security threats.
1999 – ‘Best in class’ security'

1999 – ‘Best in class’ security'

SBD helps one of the world’s largest vehicle manufacturers transform their brand from ‘easy to steal’ to a multi-award winning security leader. Flagship models achieve ‘best in class’ ratings from What Car? - scoring ‘a perfect 100’ for two consecutive years.
1999 – SBD Connected Car (formerly Telematics Division) is founded

1999 – SBD Connected Car (formerly Telematics Division) is founded

Telematics creates an explosion of new innovation, but the cost of sharing data to support eCall and stolen vehicle tracking is prohibitive. To help manufacturers understand where the opportunities are and capitalize on the rapid evolution of mobile technology, SBD creates a new team of independent telematics experts.
2005 – 2010 Anti-theft: hardware to software

2005 – 2010 Anti-theft: hardware to software

Anti-theft moves from advanced component replacement to a wide range of new electronic threats. SBD is the first organization to demonstrate the risk of a smart key relay attack and help develop appropriate countermeasure strategies.
2013 – SBD Autonomous Car (formerly Safe Car Division) is founded

2013 – SBD Autonomous Car (formerly Safe Car Division) is founded

Vehicle manufacturers need to start deploying collision mitigation features, such as Autonomous Emergency Braking, to achieve Euro NCAP’s ‘five-star’ rating. SBD creates a new team of independent ADAS specialists. Early conversations focus around tracking competitors, choosing the right partners and identifying the right technologies to achieve specific business objectives.
2013 – The value of the right user experience?

2013 – The value of the right user experience?

Vehicle manufacturers’ ability to differentiate themselves by offering unique connected car features is diminishing. Our team demonstrates how a small set of well-implemented features, that achieve the right balance between uniqueness and user experience, can significantly improve brand loyalty.
2014 – Cybersecurity: connected cars at risk

2014 – Cybersecurity: connected cars at risk

Two years before the first industry guidelines are published, our team helps major vehicle manufacturers prepare for the biggest security challenge the automotive industry has ever seen. For the first time, connected cars had created the potential to compromise a large number of vehicles with a single attack.
2014 – “What is connected car data really worth?”

2014 – “What is connected car data really worth?”

The market is flooded with inflated valuations that do not reflect how vehicle data is used. Our team conducts an in-depth analysis of fifteen use cases, assessing any potential return against the cost of collecting the data. The result is the first quantifiable insight into the value of each opportunity within the connected car industry. Following the same methodology, our team continues to provide a clear picture of where our clients will achieve the best return on their investment.
2015 – From ADAS to autonomous driving

2015 – From ADAS to autonomous driving

With so much new technology flooding the market, “what is required to move from existing ADAS to high level vehicle autonomy?” For many companies, high level autonomy has become an achievable goal key to long-term strategic planning. Through structured support, our team is supporting our clients in developing the robust strategies needed to create a new relationship between drivers and cars.
2015 – Personalized driving

2015 – Personalized driving

SBD reveals an untapped opportunity to increase brand loyalty by creating driving experiences that adapt to the needs of individual drivers. Our team develops in depth best practice for analyzing connected car data to create features drivers need, value and associate with their brand of choice.
2016 – Next generation cybersecurity

2016 – Next generation cybersecurity

Cyber-attacks are expected to expose the automotive industry to $70 billion of liability by 2020. As experts in automotive cybersecurity, we are working to secure greater industry collaboration and provide our clients with independent market intelligence, evaluation and strategic support.
2016 – Do consumers want (or even need) autonomous cars?

2016 – Do consumers want (or even need) autonomous cars?

Our Autonomous Car team is first to objectively quantify consumer interest and trust in a range of autonomous driving experiences. We found that understanding the needs of individual drivers, tackling low usage of existing ADAS and educating consumers about complex technologies will be fundamental to the success of autonomous cars.
2017 (and beyond) – The future of mobility?

2017 (and beyond) – The future of mobility?

Imagine a world where driverless cars are a click away, taking their passengers safely to their destination at any time of the day or night. Our team is working to define the role autonomous vehicles will play in future mobility solutions, the strength of the business case, where the opportunities are and what will be required to make automated mobility a reality.

Our Locations

Headquarters - UK

SBD Automotive
12 Davy Avenue
Milton Keynes, MK5 8NL
United Kingdom
Tel: +44 (0) 1908 305 101
E: info@sbdautomotive.com
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Japan

SBD Japan Ltd
2-18-22 Marunouchi
Naka-ku, Nagoya, 460-0002
Japan
Tel: +81 (0) 52 253 6201
E: postbox@sbdautomotive.com
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North America

SBD Automotive North America LLC
1327 Jones Drive, Suite 105
Ann Arbor (MI) 48105
United States of America
Tel: +1 (734) 619 7969
E: salesNA@sbdautomotive.com
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Germany

SBD Automotive Germany GmbH
Gustav-Poensgen-Str. 29
40215 Düsseldorf
Germany
Tel: +49 (0) 211 9753153-0
E: vertrieb@sbdautomotive.com
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China

SBD Automotive (Shanghai) Consulting Ltd
588 Yan'an East Road
Huangpu District
Shanghai 200001
Tel: +86 18516653761
E: salesChina@sbdautomotive.com
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India

SBD India Private Ltd
The British Centre,
Prestige Blue Chip Software Park
9 Hosur Road, Bangalore,
Karnataka 560029, India
Tel: +91 80 67276484
E: info@sbdautomotive.com
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