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Automotive industry has been fueling growth of semiconductors for many past years.According to IHS,Automotive semiconductor industry has surpassed ($)30B mark and continues to climb.Semiconductor contents in todays luxury car are about ($)1000 USD and about ($)350 USD in a mid-range car.Embed-ded flash is a key component of majority of the automotive MCUs.This presentation provides an overview of the growth-drivers of automotive semiconductor,and power,performance and reliability re-quirement of the embedded flash used in the automotive MCUs.