7th generation ultrasonic chips: precision and speed for AI powered parking assistants

At Bosch, a Product Manager for an ultrasonic ASIC is responsible for the end‑to‑end ownership of one dedicated silicon product used in ultrasonic sensing systems, such as park pilot applications or near-range object detection. My role is to ensure that this ASIC meets customer, system, cost, and quality requirements throughout its complete lifecycle.

Over the past few years, the field has shifted significantly toward cost and pricing pressure. The market has become clearly price‑driven, requiring much stronger optimization of features, development effort, and system architecture under economic constraints.

As an expert in my field, I make daily decisions that must balance customer requirements with the economic viability of the product. This includes prioritizing customer needs as well as evaluating feature scope against cost, development effort, and timelines. In addition, I am responsible for defining and maintaining the product roadmap for this segment, ensuring that current customer demands and long‑term market needs are aligned with a competitive and sustainable product strategy.

What motivates me most is the opportunity to turn technology into business success by building competitive ultrasonic products that meet customer needs and at the same time drive profitability and long‑term value for the business. Seeing a product succeed in the market because of the right strategic and economic decisions is particularly rewarding.

Customers benefit from a clear and aligned product strategy that connects all relevant stakeholders. I actively exchange information between customers, development teams, and production to ensure a shared understanding of requirements, constraints, and priorities.
This alignment reduces complexity, minimizes risks, and results in robust, well‑balanced ultrasonic solutions that support successful customer projects.

Ultrasonic products are already very mature and well established, and the core sensing principles will not change fundamentally in the coming years. As a result, technological development is driven less by basic innovation and more by additional functions and system‑level intelligence. Future differentiation comes from features that need to be anticipated early, such as enhanced diagnostics, improved robustness, data fusion capabilities, or support for new use cases. This requires consciously leaving the classic ultrasonic domain and exploring new technologies, functions, and system concepts to create added value beyond the pure sensor function.

For me, effective collaboration is based on close and structured alignment across functional boundaries. Efficiency is achieved through clear objectives, early coordination, and fact‑based decision‑making, ensuring that all stakeholders work in the same direction.
My focus is on defining solutions that are feasible for all parties involved and relevant for the customers: practical to implement, economically viable, and robust in the long term.