Created in 2013, the Nissan Advanced Technology Center in Santa Clara, California works on a wide range of research and engineering projects, from autonomy to battery technology to generative AI.
We connected recently with Maarten Sierhuis, Vice President and Alliance Global Director of the center. Sierhuis previously spent 12 years at NASA, where — among other things — he created a computer language that was used to communicate between Mission Control and the International Space Station. Maarten has also served in senior roles at Xerox PARC, NYNEX, IBM, and was the founder of a remote healthcare startup.
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The Lab
Once called the Alliance Innovation Lab, the Nissan Advanced Technology Center – Silicon Valley, which we shorthand to “NATC-SV,” serves as a research and advanced engineering hub for Nissan. NATC-SV leverages the unique advantages of the Silicon Valley ecosystem to drive innovation in strategic areas. We collaborate closely with Nissan North America to expedite the innovation cycle, ensuring that new technologies are brought to market more quickly.
Time Horizon
We undertake projects funded by our global counterpart, working on a 5–10 year and 3-5 year research and engineering timelines. Our focus spans to both long-term and short-term research.
Focus
One of our primary focuses is on artificial intelligence, where we are identified as a Center of Excellence. While not everything we do is related to AI, the majority of our work revolves around AI research, software and development.
Our projects cover a broad spectrum, including autonomous driving software, predictive maintenance for vehicles, and congestion management. We engage extensively in prototyping engineering solutions that might involve developing hardware for vehicles, adding new technologies to vehicles and even designing and creating our own chips.
History
NATC-SV was originally created in early 2013, initially named the Nissan Research Center – Silicon Valley. In 2019, it was transformed into an alliance center in partnership with Renault and renamed the Alliance Innovation Lab.
That same year, we also saw the establishment of additional centers in Tel Aviv and Shanghai. In 2022, Renault transitioned out of our operations, allowing the center to continue as a dedicated Nissan-funded research facility. This evolution reflects our “why,” which is our ongoing commitment to innovation and advanced technology development in the automotive industry.
Champion
I’m fortunate to have two executive sponsors who have been instrumental in supporting the work we do at NATC-SV. In Japan, I report to the SVP of Research & Advanced Engineering, who supports our budget for innovation. In the U.S., I report to the SVP of R&D who ensures we secure funding to turn our research into technology solutions. They both have been invaluable mentors throughout my journey.
Goals
Our primary goals focus on developing technologies for autonomous mobility services, including RoboTaxi, RoboShuttle, and RoboCar systems, and to enhance transportation efficiency and safety. We are advancing machine learning operations and cloud-based AI applications to improve vehicle performance and user experience through data-driven insights and real-time analytics.
In electrification and vehicle integration, we work on Vehicle-to-Home, Building, and Grid systems, and develop materials for all-solid-state batteries. We are also exploring connected car services to turn vehicles into media platforms and connect them to broader digital ecosystems. Our research aims to enhance user experience by reducing driver burden and improving in-cabin interactions, while predictive analytics optimize vehicle operations and maintenance.
In computational material science, we use data science and machine learning to design new materials, particularly for advanced battery technologies. Our team, comprising top researchers from leading institutions, ensures our innovations remain at the forefront of the automotive industry
Measurement
We measure our goals, objectives and success by the development of patentable technologies and the publication of our research in reputable academic journals. These achievements validate our meaningful work and act as a key metric for us, signifying key advancements and practical applications of our research. As the region’s only Nissan advanced technology center, we are often tasked with solving high value problems for the region, applying our research and technologies to address specific challenges. To do this effectively, we collaborate with leading research institutions worldwide and engage with top experts in various fields. This approach also helps us attract and develop top talent, helping us stay ahead of the curve.
‘Mother Ship’ Relationship
As a part of the Nissan family, we are closely aligned with the company’s broader corporate strategy. Nissan shares the corporate strategy with our team, makes requests and provides funding for projects. These decisions are made based on our key company initiatives. The direct connection between us and our global counterparts ensures that our work is always in line with Nissan’s overarching goals and priorities, allowing us to contribute effectively to the company’s strategic vision.
The majority of our direction and priority is outlined to us by Nissan, but we also allocate a certain percentage of our budget for unique, exploratory projects.
Prioritization
The majority of our direction and priority is outlined to us by Nissan, but we also allocate a certain percentage of our budget for unique, exploratory projects.
For example, in August 2023, during a meeting with myself and other key leaders in the R&D function at Nissan, we discussed investigating chip creation. Given Silicon Valley’s central role in chip development, we initiated a prototyping effort, recruited top talent from Stanford University, and are now working to build a dedicated team to develop a prototype in the very near future.
Another great example is our work in material informatics. In 2019, Nissan approached us with challenges related to battery materials, so we leveraged our connections and expertise, collaborated with NASA, and today we have a team of 15 top scientists who are now using machine learning to identify and create new materials.
Coordination
Each of our R&D centers — in Tel Aviv and China, for example — have specific roles and expertise which helps avoid duplication of work. While there is no direct sharing of technology between us due to regulatory restrictions, there is still an open line of communication to share insights, strategies and ideas.
Here at NATC-SV, we specialize in AI technologies, leveraging the local talent pool unique to this region. Maintaining open lines of communication and collaboration with other centers, such as NATC in Japan and NTCNA in Farmington Hills, Michigan, ensures alignment. These centers help manage and oversee our projects, ensuring that our research and technology development efforts are in line with Nissan’s global initiatives.
Differentiation
Our differentiation lies in our ability to focus on both research and advanced technology. While other innovation labs primarily concentrate on developing new technologies, at NATC-SV, we place a significant emphasis on pioneering research as well. This dual approach allows us to explore groundbreaking research and translate it into practical technological advancements. Our commitment to meaningful research, combined with expertise in AI and other technologies, sets us apart in the competitive climate of automotive innovation.
Examples
We have developed several groundbreaking innovations. Our implementation of Level 4 autonomous driving software in ADAS [Advanced Driver Assistance Systems] applications significantly advances autonomous driving technologies, making mobility safer and more efficient through AI.
We are also optimizing finished vehicle logistics through a collaboration with our Smyrna, Tennessee, plant, leveraging AI technologies for better efficiency. Additionally, we are pioneering smart charging and vehicle-to-grid integration technologies. Our AI-driven systems enable seamless interaction between vehicles and the grid, supporting vehicle-to-home and vehicle-to-business applications. This technology promotes efficient energy management by allowing vehicles to recharge during low-cost times and return power to the grid during high-cost periods, reducing costs and supporting a sustainable energy ecosystem.
Role of AI
AI, GenAI and machine learning all play a significant and ever-expanding role in our work as AI is an extremely versatile tool in our research and development efforts. We develop and utilize our own generative AI technologies here at NATC-SV, allowing us to generate new solutions to problems and develop new algorithms.
In the context of autonomous vehicles, AI is imperative for perception and understanding. For example, a key advancement in our AI systems enables cars to interpret complex driving scenarios, such as navigating a two-lane road with obstructions, cars going incorrect directions, and pedestrians. Our AI technology can select the optimal path, ensuring safety by recognizing and responding to various elements on the road.
Machine learning is integral in training our AI models, using vast amounts of data to improve decision-making processes and enhancing the overall performance of our autonomous driving technologies.
Partnerships & Collaboration
We have established many notable partnerships and collaborations that enhance our innovation efforts. We work closely with the NASA Ames Research Center on advanced research projects. Our partnership with Carnegie Mellon focuses on robotics, while we partner with UC Berkeley’s machine learning department to advance AI technologies.
For material informatics, we collaborate with Stanford University and UC San Diego. UC San Diego also greatly supports our efforts in autonomous vehicle research. Additionally, we also have an on-going partnership with Vanderbilt University on various innovative projects.
Our collaboration with startups is equally significant. We partner with emerging companies on vehicle-to-grid integration and new battery technologies, fostering an ecosystem of innovation that helps mutually accelerate development and the real-life application of cutting-edge solutions.
Challenges
One of the key challenges in leading NATC-SV is navigating the geographical and organizational distance from our headquarters in Japan. Our goal is always to maintain a strong impact despite the physical distance from our mothership in Japan, so it’s crucial to ensure that our regional innovations align with Nissan’s expectations and strategic goals, while also addressing our regional needs. Applying technology developed in our lab in Silicon Valley to markets around the world, including Japan, has required a delicate balance in this area, but is made easier by the regular and free-flowing dialogues we have with our counterparts at Nissan.
Projects
We are gearing up for several projects. We are working on developing unified software and hardware platforms to support software-defined vehicles, our goal being the enhancement of our vehicles’ current capabilities and connectivity.
Additionally, we are advancing next-generation battery technology, which is critical for improving vehicle performance, efficiency and sustainability. Our efforts in autonomous driving will expand to integrate mobility services along with consumer vehicles, focusing on enhancing the autonomous driving experience and exploring new mobility solutions.
We are also excited about innovating the in-car user experience, aiming to create a more intuitive and engaging interface for drivers and passengers. These projects are central to our vision of delivering a more connected, efficient and user-friendly automotive experience.
Longevity
What sets NATC-SV apart is that we are not an innovation lab, but an advanced research and technology center. The key to our longevity lies in our prioritization of developing in-house technology and solutions through research and advanced engineering, which allows us to create technologies that provide real value to Nissan and the automotive community.
Many innovation centers struggle because of how difficult it is to translate external innovations into tangible products, so by embedding research and engineering deeply into our process, we ensure our advancements are not just theoretical but are implemented effectively within Nissan.
We’ve learned that the key is not just to adopt our research, but to carefully and precisely integrate it into our products to create practical, market-ready solutions for Nissan.
Lessons and Advice
One significant lesson is the difficulty of transforming cutting-edge research into viable products. Simply applying advanced research without adapting it to our specific needs is not always enough to guarantee success. We’ve learned that the key is not just to adopt our research, but to carefully and precisely integrate it into our products to create practical, market-ready solutions for Nissan.
It is essential for companies to focus on developing technology internally. Relying solely on external innovations can limit your ability to create tailored solutions and be creative. By building our own technologies, and prioritizing a strong internal research and development foundation, we maintain control over our technological advancements and are able to successfully put them into production.
Additionally, fostering collaborations with universities and other research institutions can attract top talent and create valuable opportunities for joint research. This approach not only brings fresh perspectives, but also strengthens your overall innovation pipeline.
