Chip companies in general are pretty good at resisting the gross margin race to the bottom, especially the ones with high added value.
True. The automotive space is quite a bit different than the consumer space in that it requires much more effort than simply being a high volume chipset supplier with the fastest time to market. The hardware and software stack need to be extremely robust. And considering that NVIDIA's clients include many luxury car and sport car companies such as Audi, BMW, Tesla, Bentley, Porsche, Lamborghini, these clients are not necessarily interested in a race to the bottom dollar for their in-car electronics. In fact, an SoC such as Tegra K1 has quite a lot of compute horsepower (relatively speaking) and will save these companies quite a lot of money for advanced computing technology compared to what they used in the past. To make a long story short, the electronics chipsets are not a commodity in the automotive space.