Maxed out of selling you a new phone every 15 minutes, chipmakers such as Nvidia and Intel are looking to break into the automotive business as the next new lucrative frontier for technology, Reuters reported.

Established automotive suppliers such as Infineon, Renesas and NXP may be figurative feet in the doors for other tech makers to exploit a growing car boom and tech cycle.

“A decade ago, autos was not sexy. Now it is,” Reinhard Ploss, chief executive of Infineon said, according to Reuters.

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