The merger of FCA and PSA, Stellantis became the first traditional car company to release a software-defined car strategy, and gave specific profit directions and technical strategies behind it.
This is interesting because we've heard a lot about software-defined cars before, but few companies have seen software-defined cars. Pirate Jack has also received many car companies to pay for advice on what is the software-defined car, what are the profit points, and how to make a profit. Today we're going to try to give you some answers with the Stellantis software-defined automotive strategy.
This article is divided into the following three aspects:
Stellantis' revenue target for the software-defined automotive strategy – 20 billion euros by 2030 is about 143.9 billion yuan.
Stellantis software defines the direction of automotive strategy – five business directions
Stellantis software-defined technology underpinnings of automotive strategy – the three technology platforms
Hope to help you understand where the potential of software-defined cars lies? Where are the profit points? Where is the technical point behind it.
Revenue target - 143.9 billion yuan of software empowerment in 2030
Stellantis software-defined cars don't actually start from scratch, in fact, they have about a decade of connected service experience, and Stellantis currently has about 12 million connected cars in the world. There are about 400,000 subscribers, and the revenue enabled by software is about 400 million euros.
Stellantis plans to grow its connected cars from 12 million today, to 26 million by 2026 and to 34 million by 2030. The number of these cars is the basic guarantee of its software-defined cars,
For software-defined vehicle revenue, 60% growth in 2022 Software generates about €4 billion in revenue by 2026 and €20 billion in revenue of RMB143.9 billion by 2030.
Of course, in the face of income, it definitely needs to pay to have a harvest, which is commendable, I think that in this moment of transformation for us or the inspiration of the company is the same, to win the profits of the transformation must be invested and invested, for example, you invest time to read my article carefully than a variety of articles selling anxiety must be more rewarding and inspiring for the future, so from now until 2025 STLA will invest more than 30 billion euros in electrification and software-defined cars.
Business - five directions
With the strategic goal, it must be able to decompose and implement the implementation, so Stellantis' software business will carry out service landing from the following five aspects:
Services as well as subscriptions
Configure on-demand online acquisition
Data services as well as fleet services
Vehicle architecture as well as structure for sale
Service retention and cross-selling after-sales service
Stellantis claims that current satellite broadcast subscriptions and connected navigation groups account for the majority of this revenue, although Landis sees more customers now converting to paid subscriptions. Stellantis expects this business to grow tenfold by 2030.
Configure demand acquisitions
This kind of business has been mentioned in our previous Volkswagen 2030 strategy article that Volkswagen also plans to adopt a future definition of configuration requirements, STLA examples such as Dodge in a configuration is online performance improvement, Alfa Romeo can support online upgrade performance and new meter display, for Ram pickups can support upgrades of high cargo capacity.
For in-car entertainment systems, online services can open better sound quality, WIFI, streaming English, online TV, etc.
Stellantis expects this business to increase revenue by 60% per year.
Stellantis put forward an interesting evaluation called Stellantis mileage reward - this is interesting, that is, similar to the WeChat movement, to give high mileage customer rewards, this is a killer, the current various sports apps in order to increase the stickiness of the APP to launch a variety of medals and rewards, in fact, in the future in the car this kind of thing plus social sharing will be promising.
In addition, Stellantis and FREE2MOVE cooperate with the team management system to help fleet operations be more cost-effective and productive. For example, precise fuel consumption monitoring, real-time mechanical alarms, automatic tracking of maintenance services, analysis of driver driving styles,
At the same time, the above data can be used to accurately analyze and launch insurance customized according to usage habits.
This business will grow by 90% annually by 2030
Vehicle price and resale value
For example, the premium capability of the whole vehicle is enhanced by enhanced interconnection, driver assistance systems, and entertainment systems, and higher second-hand prices are guaranteed through real-time OTA updates, security configurations such as automatic SOS phone standard configurations.
Promote official after-sales service by providing conveniences such as vehicle health reports as well as money-saving programs such as consumption vouchers and regular service appointments. This plan is to increase service retention by 10%.
Working with leading entertainment technology companies to win-win cross-selling, I guess it may be for example, installing a QQ music on the car, and then buying QQ music can be divided into this model.
In addition to the above five business directions, big data can also be used to solve quality problems, and last year Stellantis has done 6 million OTAs, which contributed to the North American JD power IQS research RAM winning the first place and the Dodge winning the second place. This not only increases customer satisfaction, but also saves the Group 1.1 billion euros by 2030.
Technology Foundation - Three major technology platforms
Stellantis relies on three technology platforms to implement a software-defined automotive strategy, three technology platforms extend the physical architecture platform applied to Stellantis (click to learn about Stellantis (PSA FCA merger company)'s STLA electric vehicle platform architecture), and the technology software platform can achieve cross-physical platform expansion, driven by AI technology.
Its three major technology platforms for software-defined automotive are:
STLA Brain
STLA Smart Cockpit
STLA Smart Driving
STLA Brain can actually be understood as electronic appliances and cloud architecture, but its electrical and electronic architecture and cloud expansion include two aspects of Onboard vehicle terminal, Off Board cloud interconnection end two parts.
For the cloud, the underlying layer is AI artificial intelligence for the processing and optimization of big data, provided to car applications, as well as related smart devices.
In the future, the Dellantis electrical and electronic architecture will shift from different models of different architectures to an architecture that is compatible with the entire group and has scalable and compatible features.
The three-tier technology platform uses the STLA Brain Brain platform as the underlying platform to rely on AI to empower intelligent driving and intelligent cockpit two platforms.
Reflected in the customer, the intelligent cockpit for the construction of modern experience elements, through touch, voice, eyes, gestures a variety of ways to enter the control of the car, such as the future parking experience, you can just point to the parking space you want to park and then nod, the car can help you park.
For more new configurations embodied in personalization, voice control, immersive voice experiences, gaming entertainment, artificial intelligence, connectivity and various sensor application configurations.
In the future, cooperation on intelligent cockpit will come more from cooperation with Foxconn (Foxconn also launched an automotive platform to understand Hon Hai Foxconn's MIH vehicle platform architecture (including physical and electronic architecture)).
For autonomous driving, it will cooperate with BMW on autonomous driving in L2-L3, and for autonomous driving at the L4 and L5 levels, it will cooperate with Waymo.
Smart cockpit and intelligent driving technology path and plan, Settlantis defines the current development phase to delivery for intelligent cockpit delivery is convenient, the next decade through OTA gradually move to electronic assistant to active electronic assistant; for intelligent driving, delivery time delivery is L2+ intelligent driving, the next decade through OTA gradually move to L3 to L3+.
summary
Stellantis is currently the first traditional car company to release detailed strategic goals, directions and paths for software-defined vehicles. It is certain that it will not be the last, and there will be more and more traditional companies to follow, and it is certain that software-defined cars will be the profit improvement point after the car moves towards intelligent electrification, and Stellantis expects more than 4,500 people to engage in software and data business by 2024.
Of course, software-defined cars are obviously not shouting slogans and achieving overnight, and the current electrification of automobiles and various AI clouds are the basis for software-defined cars.
Main reference articles
Software day 2021 - Stellantis
Setllantisatces-factsheet - stellantis
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