Written by Lin Ziqi
Edited / Kilig
Design / Zoi.
New car "transfer student"
Every sudden appearance of a "transfer student" will cause some discussion. Some of the stronger ones will upset the original class balance, while some will calm down after the discussion.
Under the epidemic situation, the rules have changed, and the Chinese auto market, which also has dreams, has squeezed into the car market to pan for gold. Who will stand out in the future? Who will end up in the sand and the survival of the fittest?
Che Lizi's "New Car "Transfer Students" series of reports provides a pulse for those brand new models that are panning for gold in the Chinese auto market.
For this issue of car transfer students, we focus on the model is Beijing Motor Cube, the world's first fuel SUV equipped with Huawei's smart cockpit.
Name: Beijing Motor Cube
Famous ethnic group: Han Chinese
Due date: April 2022
Place of birth: China
Family origin: The world's first fuel SUV equipped with Huawei's smart cockpit
Guardian: Huang Wenbing, President of BEIJING Motor Co., Ltd
Motto: The so-called suffering, but Err
Beijing Automobile seems to have been silent for too long in the competition of Chinese car brands over the years, and every time it is reported or exposed, it seems that it is inadvertently mentioned by the people around it to have some impressions. Especially for consumers in south China, the "Beijing" car brand is as distant and unfamiliar as the city in which it is located.
However, Beijing Automobile, with its own ideals and stubbornness, although it is confused in the tide of change in the automobile market, it has never changed its obsession with "realizing the great rejuvenation of the national automobile industry". The emergence of the Rubik's Cube is a bombshell to break the fatigue of the Beijing auto fuel vehicle market, can this transfer student of the car market finally stand out and be ashamed?
Cross-field entry, what is the Rubik's Cube?
If pure electricity is the first half of market competition, intelligence is the second half, then with the layout of electric vehicles of car companies, the first half seems to be temporarily over, and it is the turn of smart fields.
This also means that the car will transition from traditional means of transportation to a personal space integrated with intelligent terminals, mobile cockpits, and scene figuration.
So according to this logic, doesn't the intelligent fuel vehicle that directly enters the second half across the field meet the needs of consumers to want, want, and even want?
Coincidentally, BAIC Cube is such a first cross-field player, as the first car of intelligent terminal, mobile cockpit, energy carrier fuel, what is the killer weapon of The Cube?
We all know that because of the innate advantages, new energy vehicles are often superior to fuel vehicles in intelligent configuration, whether it is the pure electric brand of traditional car companies, or the new power brand, everyone has a variety of "riot operations" in driving intelligent configuration, so if fuel vehicles want to prevent the "crossing" of new energy vehicles, intelligence Must cross the level.
In terms of automobile intelligence, Huawei can be said to be the enterprise that most car companies want to hold hands with at present, and has become partners with many cars such as BAIC, Changan, and GAC. Huawei, which does not build cars, has even triggered some car companies to argue about the shell and soul.
Among the many car companies that Huawei cooperates with, BAIC is the first person to "see the hero with the wisdom" and first established a cooperative relationship with Huawei.
Xu Gang, deputy general manager of BAIC Marketing Company, said in an interview, "The cooperation between the two sides should be said to be a one-shot deal, and since 2017, we have achieved excellent results in the field of electric vehicles and fuel vehicles. ”
The label of "the world's first Huawei smart cockpit - Hongmeng car machine OS fuel SUV" can be said to be BAIC's unreserved arrangement of the "magic" that can give the Rubik's Cube, which has both the advantages of traditional fuel vehicles and the intelligence level of new energy vehicles.
BAIC Cube as the first "smart fuel vehicle" is obviously of epoch-making significance, for BAIC, this is a phased result of cooperation with Huawei, for users, an existing and intelligent fuel SUV, no longer have to worry about intelligence or power; for the industry, the emergence of Rubik's Cube provides a new option for the development of cars, no longer left or right hesitation.
"The way is for people to come out", and the options are constantly being tried out.
The virtual "illuminates" into reality, and the scene is concrete to the details
Before the Rubik's Cube, Huawei's Hongmeng car machine system has always been used in new energy models, in this year, Huawei's intelligent cockpit has been continuously mentioned, and many car companies have carried out in-depth cooperation with Huawei in terms of intelligent car machine and intelligent driving. So, what kind of role will Huawei Hongmeng car system play in fuel vehicles, the same as in new energy vehicles?
To put it simply, when you enter the Rubik's Cube car, you are not allowed to look at the radio again, almost everything that can be solved on the phone, Huawei Hongmeng car machine system can all be completed, as long as the mobile phone content is switched to the car machine, you can directly call the microphone, speaker, camera and screen in the car to achieve video, music, navigation, calls and other daily use scenarios.
In other words, in the Rubik's Cube car, "the mobile phone is redundant", I am afraid that I am used to the one-click switching between the mobile phone and the car machine in the Rubik's Cube, and then the operation of other cars will be a little unnatural, after all, from thrift to luxury, from luxury to thrift, more convenient and smarter operations often make people unable to refuse.
The key is that Huawei Hongmeng car machine can also control the smart home, "home mode" can open the smart lights, sweeping robots, intelligent air conditioners, etc. at home with one click, "away from home mode" can turn off the lights in the house, and smart curtains can also be opened, so that the cabin is bathed in sunlight. Almost all your smart supplies in life can be controlled by the Rubik's Cube car machine, which is convenient and interesting.
In addition, Hongmeng car machine is also a very practical and safe recognition system, including voiceprint recognition, gesture recognition, facial recognition and other functions, if the driver yawns, closes his eyes, or looks down at the mobile phone, may trigger the alarm, so as to attract the attention of the driver, to avoid accidents; when using the finger to the lips to make a "shhh" sound, you can also reduce the music in the car, to tell the truth, is this really not someone behind the system silently operating? Whether it is spoken or not, whether active or passive, the Rubik's cube's car machine system can respond.
As Huang Wenbing, president of BAIC Motor Co., Ltd., said, "Beijing Automotive Cube defines needs with scenes, brings the virtual digital world into the user's travel life, makes perception have no blind spots, makes virtual reality, and allows technology to reproduce life." The "every move" of the Rubik's Cube proves that what Huang Wenbing said is not false.
Rubik's cube god operation can not only be the car machine system, the first domestic Audi e-tron with the same electronic exterior mirror, safety when the rear of the beautiful view, when encountering danger can also be warned in advance; 62-inch AR-HUD, instrument, real-life navigation, assisted driving and other information can be directly projected on the front windshield, 3D sci-fi effect is real, and the Rubik's Cube is also equipped with a magic core 1.5T engine, the maximum power of 138kW, the maximum torque of 305N·m, It is almost comparable to many of the current 2.0T engines. Even so, there are many difficulties to face after the Listing of rubik's cube.
What is even more heartwarming is that the pre-price of rubik's cube comes to between 110,000 and 150,000 yuan, and the price advantage is still very obvious. However, the reality is also cruel, this range of SUVs has always been the most fierce competition, after all, more than 150,000 yuan is easy to exceed the budget, less than 100,000 yuan is afraid of low cost performance, so this range to meet the actual needs of many users to buy cars.
The Haval H6, Changan CS75, Geely Boyue and other independent models have always occupied a high position here, and the latecomers must work a hundred times harder. Therefore, the arrival of the Rubik's Cube is bound to encounter these three obstacles, and it is already possible to foresee the next difficult road of the Rubik's Cube.
But does the Rubik's Cube break the pattern of this three-way confrontation, after all, none of the three of them attack with intelligence as a weapon, and the Rubik's Cube just makes up for this deficiency, if other performance does not pull the crotch, why does the Rubik's Cube have no chance to go out of the circle?
The brand is weak, the edge of the embarrassing breakthrough, the task is heavy and long
In the era of information explosion, how to let users only take your scoop in thousands of information, the key depends on marketing. And user co-creation is almost the usual marketing method in all walks of life, after all, the method does not need much, it works.
For BAIC, user co-creation is the top priority of brand development, whether it is the landing of the Jihu brand or the bringing of the Rubik's Cube, BAIC has made a lot of efforts in user co-creation.
The combination of fuel vehicles and Huawei's smart cockpit, beyond the intelligence of the past, is not a bold and avant-garde mix-and-match. Take the essence of traditional oil trucks, coupled with the demand for modern young people's cars, to its seven seven eight eighty-eight scum, across the era of mixed wind and sense of experience, can not be easy to get away with? Of course, the mix-and-match wind is not casually mixed, once the hand is fierce, the mix is mixed, and it is not necessary to mix it.
So, since it is ultimately up to the user to take it away, wouldn't it be better for the user to create it? After all, what you want, only those who want to know. It can be said that user co-creation is destined to be the mass foundation of BAIC Cube, but can BAIC Cube eventually lead BAIC to successfully transform and completely create a young and intelligent label? Can it finally achieve the fame of the BAIC brand in one fell swoop?
According to the data, from January to October this year, the cumulative sales of the BAIC brand were only 50,659 vehicles, far behind Geely, BYD, Great Wall and other first-line independent brands.
But BAIC does not want to give up and is actively working hard to launch new models. Therefore, the BAIC Cube has a long way to go.
From the perspective of product strength, today's BAIC Rubik's Cube is eye-catching, but the road ahead of the magic will obviously not be smooth.
However, the biggest problem that BAIC motor is facing at present is the brand influence of BAIC Motor. Especially in the South China market, BAIC Motor can be said to be a very marginal brand. Historically, there has never been a brand called "Beijing" in the South China market that has been invincible. Pragmatic Guangdong people, although there is no regional "discrimination", and even the taxis on the street are not limited to using only local models such as GAC, but for Beijing Automobile, although it has its own manufacturing plant in Zengcheng, it can be regarded as half a "Guangzhou person", but it is true that the influence of Beijing Automobile in South China has always been in a depression.
In addition, the entire BAIC Motor has not been in the flow of China's own brand cars for many years, 10 months of sales of 50,000 units, less than the head of the head of the independent car company a month's sales, such sales are embarrassing, behind the brand embarrassment of BAIC Motor, want to break this situation, it is not an overnight achievement.
It can be said that although the Rubik's Cube was born with a golden spoon, although it has a strong background of BAIC Group as a backer, Beijing Automobile is like a large family that has declined, and the children of these large families are seriously involved in the inner volume as soon as they are born, and it is too difficult to break through!
Cherry observation
In fact, before that, BAIC motor did not have a sufficiently detailed and targeted brand system like the great wall, Geely and other super first-line independent brands, nor did it have enough outstanding differentiation advantages like Weilai Ideal to make people remember, or that BAIC motor did not have a clear pattern, and the label was not clear, and the upward breakthrough was imminent.
Under the guidance of BAIC Group, BAIC Motor's 3.0 era of "defining demand by scene" has opened a new stage. In addition to the Rubik's Cube, BAIC Motor also brought X7, U5 PLUS and EU7 models at the Guangzhou Auto Show, and as a pioneer in the strategy of renewing Beijing Automotive products, their exhibition also means BAIC's determination to reform and innovate.
Just as the hope of the official website of Beijing Automobile - The so-called suffering, but Er'er... It is nothing less than a micro-mang, a torch into a yang, and it does not live up to the years of mountains and rivers!
Beijing Auto Cube has indeed once again let the industry see the determination and courage of BAIC to strive for change, but the current market situation is not optimistic for BAIC; BAIC, which has a dismal sales performance and weak brand influence, wants to break through the current predicament with a compact SUV.
It is gratifying that from product power to innovation to user co-creation throughout the process, Rubik's Cube shows the new power under the BAIC 3.0 era.
So, can it break through successfully? Can it lead Beijing Automobile out of a bland and embarrassing whirlpool?
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