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On June 16, 2022, the “China-Japan Industry Research Forum” hosted by Nomura Orient International Securities and specially supported by Xinhua Finance and Economics was held online. The adjustment and upgrading of the industrial structure is a major proposition for the Chinese economy to enter a new stage of development, and it is also a determinant of the long-term healthy development of the Chinese economy. In the post-epidemic era, the future direction of the gradually recovering industry has become an issue that has to be deeply thought about. Professional high precision bronze party
More than 20 heavyweight experts from China and Japan shared the development status and future trends of China, Japan and the world in key industries such as automobile manufacturing, new materials, medical care, electronic communications, and ESG from different perspectives. . Zhou You, Vice President of Autohome and Executive Vice President of Autohome Research Institute, was invited to participate in this forum and delivered a keynote speech entitled “Insights into the Development Trend of Smart Cars in China in 2022”.
Not long ago, in March 2022, Autohome officially established the Autohome Research Institute by gathering the research forces of top industry experts inside and outside the industry, using the full-link data resources of watching, selecting, buying, and using as well as years of industry observation and precipitation. The institute aims to build a forward-looking research think tank in the automotive industry, gain insight into new trends in the automotive industry, gain insight into new changes in users, and gain insight into new competition patterns.
This speech is based on a report jointly produced by the Autohome Research Institute and the 21st Century New Automobile Research Institute under the “21st Century Business Herald” not long ago. In order to help auto companies and practitioners to better grasp the trend of China’s smart car industry, understand consumer demand and willingness to pay for emerging auto consumption scenarios, Autohome uses multi-dimensional and all-round research data to analyze the development trend of smart cars, The development of intelligent configuration of major brand models and the demand preferences of users are analyzed. Professional high precision bronze party
The potential of smart cars is huge, and improving the standard rate of smart configuration is an opportunity for car companies to compete. With the continuous popularization of intelligent technology, cars are not only means of transportation, but will expand into the third space of daily life, and users have higher requirements for riding experience. , Smart cars have huge potential in the Chinese market. It is estimated that by 2025, the smart cockpit market will exceed 100 billion, and the sales of L2 and above smart cars will exceed 10 million, with a corresponding penetration rate of 49.3%.
In the field of smart cockpit, most of the configuration items are more demand than supply, which reflects the user’s love for it, and they are willing to pay more for the car purchase cost and buy higher-equipped models. Among them, the market penetration rate of connected functions has risen rapidly, with a five-year average compound growth rate of nearly 60%; however, the market penetration rate of human-computer interaction is not high, and 5G and Internet of Vehicles technology may help it break the “circle” in the future. Professional high precision bronze party
In the field of intelligent driving, the report pointed out that the average compound growth rate of intelligent driving configuration has been as high as 42.7% in the past five years, and the market penetration rate of the core configuration of the primary driving level has been increasing; the growth of full-speed adaptive cruise is the fastest; automatic parking has entered the platform During the period, the penetration rate increased slowly. Judging from the comparison of the standard rate and market penetration rate of smart driving configurations in the car series in 2021, L2-level assisted driving-related configurations and safety configurations are particularly popular among consumers. However, the market situation of satellite navigation system, 360 panoramic image, parallel auxiliary and automatic parking is in the market situation of oversupply.
In addition, in terms of market penetration rate, driven by the rapid development of new energy brands in China, the penetration rate of smart configuration of 20~30w price models has increased rapidly, but the overall smart configuration of high-end and luxury brand models above 500,000 has not shown significant Advantages and competitiveness; research shows that the increase in the standard rate of intelligent configuration is more conducive to market competition, and car companies should strengthen relevant layouts and maintain brand advantages.
Chinese brands need to seek balanced development, and luxury brands need to strengthen localized service ecology and safety scenarios. Based on the self-created smart car evaluation system iV-RATING, Autohome evaluates the performance of 18 mainstream smart cars in the two dimensions of smart cockpit and smart driving. Evaluated. Professional high precision bronze party
Overall, the performance of Chinese brand cars is more eye-catching. Among the top 10 smart cockpit scores, Chinese brand cars occupy 8 seats. However, Chinese brands have the disadvantage of uneven development in both smart cockpit and smart driving, and the mapping function industry has the lowest score. Emerging brands and smart cars newly launched in recent years do not support any type of mobile phone mapping function.
The localized service ecology of luxury brands is lacking, and the life and payment services of many car series are “0” equipment; safe driving-related scenarios need to be improved urgently, among which parking safety scenarios, dummy testing scenarios, and braking stability scenarios all have obvious shortcomings .
Younger and more knowledgeable groups have more potential for autonomous driving consumption. Emerging smart configurations also attract older young users’ demand preferences. In terms of autonomous driving acceptance, 40% of users are more willing to accept assisted driving, and young, high-budget and highly educated groups have higher First-level autonomous driving is more acceptable; in terms of traditional intelligent car configuration functions, active braking/active safety system and full-speed adaptive cruise are the two configurations that post-80s and post-90s value most, but post-00s are not very enthusiastic about them , the new generation group does not seem to pay the bill; in terms of emerging smart configuration, users have the highest preference for remote control of vehicles with mobile apps, A-pillar/chassis perspective imaging system and AR real-world map navigation configuration, and older users have the highest preference for emerging car configurations The stronger the preference. Professional high precision bronze party
Full-stack R&D is the future trend, and car companies should strive to build an independent ecosystem. In terms of smart car R&D, although 83.7% of pre-order users said they would consider purchasing a model with OTA upgrades, in fact, OTA is a double-edged sword. While attracting users to come, it is also constantly hurting the user experience. In 2021, the number of complaints due to system upgrades will increase by 354.9%. In the face of OTA upgrades covering vehicle defects, unfulfilled service commitments, and slow update frequency, car companies should transition from a supplier strategy to a full-stack self-developed road as soon as possible. Take the initiative in your own hands to improve the frequency, quality and user satisfaction of OTA upgrades.
Finally, Zhouyou made a prediction on the development of the smart car industry. With the addition of more technology and Internet companies, it has injected new vitality and ideas into the smart car industry, but it also brought new problems and challenges to traditional companies. Challenge, in the future, whether it is automotive products, services, or value-added services, the status of users will become more and more important. Only companies that can think from the perspective of users and can continuously realize innovation and brand personality development can lead the future of automobiles. industry development. Professional high precision bronze party
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