Through the announcement of two new auto-grade chips that include an Ethernet physical layer transceiver IC and a Near Field Communication chip, Broadcom Corp. is demonstrating this week at the International Consumer Electronics Show a strong commitment to its automotive initiative. Although Broadcom has been in the auto market since its Bluetooth chips got designed into cars in 2006, the Irvine company has accelerated efforts to carve out a presence in the automotive industry by applying its expertise in Ethernet and wireless technologies.