In the past, the structure of the car was relatively simple, and the requirements for computing power were lower. With the comprehensive development of science and technology, accelerating the advent of the intelligent era, more and more automotive software, more and more electronic equipment information interaction in the cockpit, not only to support multiple operating systems, but also to support software continuous upgrade iteration, etc., the demand for high-performance computing chips is increasing, and automotive chips have gradually become the brain of automobiles, leading the industrial upgrading of the automotive industry.
However, when the development speed exceeded the expected planning, coupled with the impact of the epidemic, power rationing and other factors, some suppliers stopped work and production, resulting in a global shortage of automotive chips, and major car companies had to stand up and seek ways to save themselves.
For the new car-making forces with a relatively small market size and are in the "climbing period" of sales, direct production cuts or delayed deliveries will not only mean customer loss, but also greatly slow down the inflow of funds. As a result, Ideal Automobile took the lead in launching the "first delivery, then make up the radar" program, while giving the owner 10,000 points (equivalent to 1,000 yuan), and promised to reload for free. In such a "core shortage" period, this practice is a good way to compromise, which can not only ensure that users use the car in advance, but also does not affect the normal production of car companies. Of course, this delivery behavior is not forced, but is based on user acceptance. Perhaps seeing the ingenuity of the ideal gameplay, Xiaopeng Motors, which is also a new force in car manufacturing, has also come to "copy the operation", and for the P5 car owners who choose to reload the radar after the car is picked up, the XPILOT (3.0/3.5) software is given away for free.
In addition, many car companies have adopted a "priority use mechanism" for chip shortages, that is, suspending the production of some low-end and low-profit models, and giving priority to ensuring the chip demand for high-end models and larger profit models, such as SAIC-GM giving priority to Cadillac, FAW-Volkswagen giving priority to ensuring its luxury brand Audi, in order to ensure maximum profits. At the same time, in order to deal with the chip problem, many car companies are trying to increase the number of development opportunities. It is reported that Ford has reached a cooperation with GlobalFoundries to reduce its dependence on TSMC's mature process chips; Changan Automobile has begun to form new semiconductor industry capabilities.
BMW, Audi and other car companies due to the lack of core ushered in the configuration adjustment, and through the early warning prompt to let customers decide whether to buy the castrated version of the model; the domestic market "evergreen" SAIC Volkswagen due to the CRS 3.0 radio parts supply is tight, without affecting the normal function of the vehicle, replace and install the original after-sales accessories, and promise that it and the original car machine to enjoy the same quality guarantee, and require dealers in the sales process, by signing the user notice or note in the sales contract to clearly inform the user Tesla, on the other hand, without informing consumers, secretly canceled the front passenger waist support adjustment function of the Model 3 and Model Y models, causing consumer resentment.
In the "lack of core" environment, in order to avoid conflicts with consumers and get consumers' understanding, no matter which plan is adopted, it is necessary to ensure information transparency and timely and effective communication with consumers, and also to learn to innovate sales models, such as the direct operation model of new forces, the north-south mass agency system model, and improve user satisfaction by optimizing the connection with dealers. As a consumer, if it is urgent to buy a car during this period, we must go to more stores to strengthen communication with manufacturers and dealers, and have a deep understanding of various car purchase policies and configuration changes.
Although the chip is small, it can stir up terrifying waves in a short period of time. Car companies want to break the situation, only from the perspective of consumers to consider the problem, in order to minimize the adverse impact of chips on consumers. It is believed that after experiencing the global chip shortage crisis, a new turning point is in the bud.