In 2022, as the sales volume of "Wei Xiaoli" approaches the level of 100,000, bydir, Great Wall and other independent brands collectively turn around, consumers' awareness of smart electric vehicles is gradually improving, such as autonomous driving and assisted driving, FOTA and SOTA, NEDC and WLTC and other concepts have basic cognition. However, it is well known that the product is separated from the concept to the experience, and there are many "cognitive blind spots" for users in the middle. At this time, in order to create the image of "leading", "exclusive", "first" and so on, enterprises often have the suspicion of excessive packaging, so it is inevitable that users will be disappointed and dissatisfied, and even conflict with the brand.
Standing at the beginning of 2022, I hope to combine the three recent hot phenomena to remind consumers and avoid wishful thinking in the consumption of smart electric vehicles.
First of all, about "automatic driving" should not fall into the beautiful imagination of manufacturers.
Last week, a team led by Yang Min, deputy dean of the School of Computer Science and Technology at Fudan University and chief scientist of the National 973 Program, conducted a test on the function of autonomous driving. (Note that he is doing the experiment from the perspective of computer science and technology, which is more worth pondering than the auto industry's self-selling boastful propaganda) After the test, their safety researchers felt that the safety of automatic driving was not as fragrant as imagined, and even the small partners who participated in the test inhaled a cool breath below zero degrees, indicating that they would not try L2 or above functions. "I'm embarrassed to say that the test system found hundreds of cases of vehicle collisions in just one week."
Actually, I wasn't surprised to see his point of view. From the perspective of regulations, there are no L3-level mass production vehicles on the road so far, and the policy does not allow it (except for test scenarios). However, going into 2022, as lidar gets on the bus, brands are creating the illusion that these vehicles have reached L3 level capabilities and can be opened in minutes as long as the policy allows. In fact, the current L3 is only achieved on the hardware, and from the hardware to the perception, to the algorithm, planning, execution has a long path, each link has hundreds of lines of code, which encounters the scene can not be completely covered by any computer simulation. Therefore, consumers should still maintain a sense of awe in the process of buying a car, and do not have too high illusions. In order to finance the needs of enterprises, the eyeball effect can be held high, and users must not easily fall into the illusion of brand preparation.
Second, having OTA capabilities does not mean that the vehicle can be updated in real time.
Over the past year, we've heard this countless times: XX vehicles have OTA capabilities that can make your vehicles never out of date. In fact, how? Recently, the first electric network summarized the OTA situation of enterprises in December, although the statistics can not fully represent the entire automotive industry, but it can still be found that traditional fuel vehicle OTA is still a luxury thing.
In general, OTA is the basic criterion for measuring whether a car is really smart, and it is divided into SOTA (software upgrade) and FOTA (hardware upgrade). The former is mostly for multimedia systems, such as navigation, entertainment, comfort configuration, etc., only individual manufacturers such as Tesla, Wei Xiaoli and other individual manufacturers will upgrade the driver assistance, power unit control, etc. Even so, how many functions can be covered by OTAs is often avoided by manufacturers. Therefore, when users see the OTA, they should not think that the car has a vehicle upgrade function, but also look at the scope that the OTA can cover, as well as the OTA plan of the manufacturer. Otherwise, even with the hardware configuration, the manufacturer does not have the ability to develop, then your car is still just a pair of steel body, and there will be no "interesting soul".
The third one that can easily lead consumers astray is super fast charging.
We know that battery life anxiety has always been a pain point for new energy vehicle owners. With the mileage generally after 500km+, it is difficult for the vehicle itself to have a breakthrough, and in 2022, everyone begins to break through on the energy side. Among them, super fast charging is a commonly adopted solution.
Many products recently listed have released 400V or 800V supercharge solutions, under the blessing of technology, the previous "30 minutes charging 80%" has also been upgraded to "18 minutes charging 80%" and "5 minutes of 200 kilometers". Looking at these figures, consumers will inevitably be moved. However, it should be reminded that the extent to which these supercharging technologies can land is worthy of follow-up attention. Moreover, what kind of conditions are required for the so-called "5 minutes of charging and 200 kilometers"? Many companies don't tell consumers explicitly. As far as I know, this effect often exists in the "test environment", such as the need for the right temperature, stable voltage and other specific conditions, whether it can be achieved in real life, may depend on luck. In addition, it is also unknown whether the popularity of the enterprise's supercharging station can benefit the car scene you are in. Therefore, do not think that because of a number in the PPT, what you see is what you get.
At the beginning of 2022, the automotive industry has poured in a wave of new forces: Niuchuang Automobile, Box Car, Light Orange Automobile, Binli Automobile, Tuanche... With the entry of new brands, presumably there will be new concepts and new ways to play in the market. After being "cut leeks" by the first wave of new forces, users must learn to distinguish between true and false.
Of course, today's "cattle batch of cars" is not to suppress consumers' enthusiasm for car purchases. On the contrary, the consumption trend of new energy vehicles is unstoppable, and the market penetration rate in the last two months has exceeded 20%, and the relevant departments predict that it may reach 25% in 2022. It is to see this trend, I want to give those who are ready to start with the consumers first wake up: the use of new energy vehicles pain points are changing, we must know before buying, the use of will not panic, but also reduce unnecessary friction with the brand side.