At the beginning of 2022, the cycle of the automotive circle has resumed, and car companies have begun a new round of performance. There are high-heat topics in Chengfopo, a new round of challenges to officially benchmark BMW, and there are also giant companies' automotive startup projects, which directly put forward the grand plan of 1 year super Tesla, 2 years to dump Tesla, and soon after grabbing BBA.
The goal is big, the speech is dazzling, and the future is very passionate.
At the end of February, Li Yinan's car-making project "Niuchuang Technology" finally opened the first product from youjia NV to you and me. This person with a series of label titles such as a genius teenager, a former Huawei successor, a jailed, and the founder of a maverick electric car, his mysterious car-making performance has now slowly opened the curtain.
PPT is not dazzling, no rubbing heat, the third generation of new car-making forces
When it comes to the Internet or other non-traditional models of new car-making forces entering the game, the current Chinese market has gone through two generations. The first generation, which started around 2014, is basically in line with Tesla's thinking in many enterprises, including Weilai, Xiaopeng and Ideal, which have successfully IPO and sold better and better, as well as Jia Yueting + FF, who are struggling to move forward, and a number of companies that have changed lanes and developed or have been cold.
The new forces of the second generation of car manufacturing are more based on the "old second strategy", along the route successfully verified by the first generation plus their own relevant characteristics or peripheral rights, there are also 3 states in the automobile market. Those who have rushed up and are in the second echelon of sales, such as zero running, Nezha, etc., are also struggling to move forward, such as Evergrande Automobile, and then there are those that are gradually tending to the edge or have disappeared.
Compared with the first generation of new forces, zero running is backed by large groups, with cost/self-developed control of cost-effective killing ability; Nezha has 360 related endorsements and financial resources; Although Evergrande did not appear, it has the ability of Evergrande property + charging + real estate facilities.
As for what is the third generation, and what is the cattle creation of the NV is very representative, the reason should be that its development efficiency and development ideas have a sense of difference.
Development efficiency, in December 2021 announced that he wanted to build a car, and then quickly released the official design of the design, after a little more than 2 months, the engineering vehicle (the details of the subsequent mass production version will be adjusted) pulled to Beijing, to expand the interior, space, product characteristics of the details of the concept. Compared with the Tesla Model 3, nicknamed "Ten Years Pregnant", the Hengchi 5, which has just been in the spy photo until now, and the speed of Weilai/Xiaopeng/Ideal, the pace of Niuchuang is obviously fast enough, and it is worth pulling out as a highlight for publicity.
However, in the publicity of the crowd, what Niu Chuang wants to do is not to create momentum in the traditional thinking, to go up the river, or to set up a Flag for the consumer market to quickly recognize.
The PPT about the self-touring NV is about the size of the car, the approximate space, the current equipment and functions, and then the delivery will begin in September, and now it is undergoing factory commissioning and a large number of tests of the vehicle (more than 1 million kilometers).
The idea of the development of self-touring NV is almost exactly the same as the first small-scale interview of Li Yinan in December last year. What you can do, or what you are about to do, is on paper. What you can't do, or the future Flag, etc., such as financing, who to challenge, what share you want to achieve, these are all not mentioned.
Only from the current performance, if you label Niuchuang, a new force of car-making that is not the same, it should be "like Mercedes-Benz BMW to build a car, technically / degree of completion efforts, the bold operation of Internet companies to make good use, the current is not important."
From the product point of view, the idea of not being ostentatious is not to want or can't?
There is no whole thing in the world, everything is two-sided, so for Niuchuang's first car - self-traveling NV, we obviously have to hold a dialectical attitude to see where the advantages of product power are, and then seek why the company's thinking and the previous new forces are different, whether it can't or doesn't want to. In short, everything revolves around the product.
Quickly display the relevant performance of the product, the key information embodied in this construction vehicle is as follows:
1. Positioning 5 medium and large SUVs, the data size is slightly smaller than the Land Rover Range Rover (in addition to the height), the use of the scene is not only for the city, the whole series of dual motors four-wheel drive, but also can take into account the needs of going out to spread wilderness;
2. The design of the appearance/interior is relatively good-looking, and there is basically no groove point about the originality is not enough, and the appearance reflects both the sense of muscle and fashion;
3. The space part of the car, this time the engineering vehicle does not cover the specific riding experience, only from the space point of view, the panoramic sunroof can bring open vision, and the front and rear space are also mainstream. The specialty is that the luggage volume and expanded use, the luggage fixed space 788L is 81L more than the current Range Rover, in addition to the opening of the cover there is 70L of disposable space, the rear seats are all reclined The volume is 1730L;
4. After the first public appearance of the interior, the highlight of the design is that it does not pursue the number of physical buttons + screens, 1 LCD instrument, 1 central large screen, 7 physical buttons under the screen cover the blind operation of the high-frequency function, and the steering wheel is set on the steering wheel to cover the blind operation of the high-frequency function. From the functional point of view of its current display, the intelligent interaction in the car does not rely on voice alone, but a combination of screen logic + screen haptic feedback button + physical button + voice;
5. The coverage of the configuration is high enough, and there is a lot of effort under the details. For example, in order to facilitate the owner to check the power, the contrast cover of the C-pillar position will display the charging power according to the percentage, taking into account the convenience and friendliness; for example, directly with the queen co-driver; for example, the center console screen directly gives 2 wireless charging plates, but it is not yet certain how compatible with the agreements of various brands are compatible, and the charging speed cannot be determined; the bonding in the car is asphalted, using hydrosol, and the VOC number is 10% of the national standard; in addition, there is a more eye-catching function, which is Carplay's insensible connection. After getting on the car, the personal preference function is directly delegated through the mobile phone, and consumers are not forced to put down the mobile phone and only use the car machine; moreover, the ultraviolet isolation rate of the panoramic sunroof is 99.9% + the thermal resistance rate is 83%, etc., and the sky can be seen at any time, without adjusting the sunshade.
In short, comparing the NV from the tour home and the current market development trend, this engineering vehicle can bring a lot of good feelings, without releasing a clear exaggerated goal, but because its own product points are exposed, it is a good arousal of the desire to "want to drive it to Xinjiang and Tibet". Because, whether it is the style of the muscles or the exclusive design of the trunk, it is a good hard need for self-driving in long-distance complex road conditions.
Another important topic about new forces and new models is the intelligent solutions that must be talked about how to do it. In view of the fact that the vehicle is in a non-SOP state, the construction vehicle will be adjusted and optimized next, and only from the current information can be a glimpse of its intelligent capabilities, but it cannot verify the rationality, ease of use, richness and logic. About intelligent driving is the perception combination of camera + long and short distance millimeter wave radar, about intelligent interaction, is a combination of sound + high-frequency function entity button + screen touch feedback button, in addition to the car layout of 4 sound areas, which means that at least the voice interaction ability of the whole vehicle is buried.
Coupled with the characteristics of Carplay's sensorless connection, the intelligent interaction scheme currently embodied by the NV is a full-dimensional compatible combination, and everything you want is given, just to see whether the degree of good use after the final mass production delivery is high enough.
Simply summarize this new brand and its first model, the good side is that because there is no exaggerated communication and goal, people do not have a subjective sense of disgust, it is easy to focus on the product, the appearance / interior of the product is also relatively complete, currently basically in a state of no short board, there are four-wheel drive + luggage + four-zone voice control + range hybrid and a series of highlights that people want to open out to try.
As for the next thing to pay attention to, it is the release of further news and product upgrades before the delivery in September, such as the performance of pure electric + how to endurance, the advantages and disadvantages of range extension technology, the hardware and computing power matching of intelligent driving, and what is the final solution of intelligent interaction.
Write at the end:
After watching the engineering vehicle of the self-touring NV, my personal core feeling is that "no retreat", the introduction of the material does not mention high traffic or high heat opponents or friends, the products are also saying what they have done, there is no nonsense.
Therefore, this kind of differentiated development attitude can make people in today's era of high interaction and high traffic, there is no sense of Internet stunned youth, find the outlet or pain point on a violent blow, but re-find the sense of doing business. Presumably, this is inextricably linked to Li Yinan's life experience.
Of course, what needs to be looked at directly is that Niuchuang and its self-traveling NV are currently only the beginning of the state. Do not recruit black, can jump out of the urban SUV use scenario restrictions, the current market is in an upward period, consumer demand is larger, intelligent solutions are not mandatory coverage, the above is the highlight. The next challenge is how to operate users, how to open up the intelligent ecosystem, how to give sales characteristics, how to pricing, etc., every point is crucial.