Nowadays, the traditional automotive industry is experiencing an unprecedented change, the underlying logic of its market competition has also begun to change, in the current Z era, from the past competitors to benchmark, towards a user-centric immersive experience model, the industry calls it "intelligent".
Although the Beijing Auto Show failed to arrive as scheduled, through the debut of new cars of some brands, Xiaobian discovered the transformation of the thinking of the automotive industry, and also reflected the new direction opened up by the automotive industry after encountering "digitalization".
For example, on April 20, the new BMW 7 Series was released online, and while strongly adjusting the performance of the car, the most eye-catching thing is that it is equipped with the "rear suspension giant screen" of huawei's application market and the new generation of rear entertainment system built from it.
BMW's intelligent experience in the car continues to upgrade, which is not only subversive for BMW, but also a major trend in the development of enterprises.
Under the "intelligent" travel, what are car companies competing for at this stage
When depicting what the "intelligence" of the future car looks like, some people may say that it may be like The Dellaman's AI car in "Cyberpunk 2077" to achieve full automatic driving, although the field of automatic driving has now been reached by car companies, but with the current L2 level penetration rate has not yet reached 50% of the stage, it is too early to talk about L3 and even L5 level autonomous driving and cars that do not require human takeover.
Therefore, at present, the "intelligence" is more focused on the "infotainment" level of pan-entertainment, just like the BMW mentioned above, why should this "rear entertainment system" be moved to the car? Just because it best fits the needs of today's users.
At present, the large screen on the car has gradually become the standard of the car, and the large screen of the co-driver and the large screen of the rear seat are bringing users a different travel experience without me. Like the new BMW 7 Series, it has chosen to be equipped with Huawei application market. Of course, not all "in-vehicle infotainment systems" are commendable, and there is also a phenomenon of "vain appearance". In order to make in-car entertainment truly useful, useful and practical, BMW has made the boldest attempt ever.
To put it simply, under the rich content ecology, it can also meet the needs of customers at different levels. For example, when rear passengers enjoy their travel journey, Huawei's app market is equipped with apps that young people like Tencent Video, Youku Video, and Kugou Music. For the whole family, you can enjoy the ride through children's apps such as Baby Bus and Fish Companion Picture Book in the Huawei App Market.
As for why this is not only a subversion for BMW, but also a major trend of the company. It is not only the supporting needs of the "smart cockpit", but more due to the change of industry structure and the reverse feeding brought by Huawei's "HMS for Car" to car companies.
A change in the structure of the industry
1. Change from IoT tools to intelligent terminals
Today, in the era of the vigorous development of the Internet of Things, users not only have a high demand for "intelligence" in different scenarios, but also have higher requirements for the release of "intelligent" product capabilities. Admittedly, this is not simple, the core problem is that a system that can run through the entire IoT ecosystem is needed, and there must also be the intervention of third-party ecological services. Just as Mercedes-Benz, Volvo and other car companies chose Huawei "HMS for Car".
After the car company undertook Huawei's delivery and service capabilities, it also took the first step in the evolution of tools into intelligent terminals.
2. Travel scene change
User travel is not as simple as driving a road in the past, and the demand generated by the process is also part of the travel. In this context, Huawei's smart assistant can provide differentiated services according to the user's presence in different scenarios, for example, in the travel scene, the smart assistant will inform the user of the nearest tourist attractions and parking locations; in the commuting scene, the smart assistant will reflect the road conditions and illegal information to the owner for the first time.
Car companies choose to access HMS for Car capabilities and services to meet the practical needs of "travel as a service", while also eliminating the development costs and time costs of car companies.
3. Service model change
In the traditional car purchase scenario, most of the users and car companies only have a "one-sided relationship", the "encounter" between the two sides is only at the moment of the vehicle transaction, even after the maintenance, that is also the relationship between the 4S store and the user, of course, the recall back to the factory is another matter, for the vast majority of users there is no so-called "user loyalty" to the car company.
At present, with the emergence of "in-vehicle infotainment system", it will be an opportunity for car companies to increase user stickiness, through third-party ecological services, car companies can provide additional value-added services or rely on other services to generate value, further narrowing the distance with users. All in all, the emergence of "systems" or changes the existing value orientation of the industry.
"HMS for Car" brings reverse feedback to car companies
For most car companies, under the premise of safety and stability, the growth of users and revenue is what car companies really want to achieve. Traditional in-vehicle systems may be part of the reason for attracting users because they do not have the intervention of third-party ecological services, but it is difficult to value them.
Car companies carry Huawei, in addition to their own capabilities, more is to look at Huawei's user base. Automotive Network Review learned that Huawei Video has 230 million monthly active users in the world and huawei application market serves 730 million Huawei end users worldwide, which is undoubtedly very attractive to car companies. Even if only 0.1% of them are willing to pay for it, it is a big cake for car companies. This is also the aforementioned Huawei's "'HMS for Car' to bring reverse feedback to car companies"
Automotive Network Review: BMW's choice of Huawei is not only subversive, but also a new direction opened up in the "digital" era. Looking at the entire automobile market, BMW, which has achieved an advantageous position in fuel vehicles, once again occupies a leading position in the field of "pan-entertainment", and this important play has now begun, with Mercedes-Benz, volvo and more car companies joining, will be one of the important points of the global automotive market in the next five to ten years.