Abstract: It is not comprehensive to think of the car as a peer-to-peer mobile tool, and Audi hopes to transform from a traditional car manufacturer to a high-end mobility service provider, and continue to invest more energy in digital innovation and change, especially in emerging markets such as China, where the pace of change is huge.
Although it almost replicates the decorative style of CES at the beginning of the year, the booth of the four-ring brand Audi has become the most eye-catching presence in the automotive pavilion of the 2019 CES Asia. Not only are the periphery of the color-changing luminaires attracting the flow of people, but the spiraling space inside is staggered, separating the different exhibits in layered areas.
Step up and you'll see an A8 vibrating in place and crackling sound, followed by a new generation of Audi connect connected technology that's being rushed to experience. The topmost space was reserved for the e-tron. Whether it is the e-tron 55 quattro or the AI:ME concept car, it represents Audi's deep thinking on the future of electric and intelligent mobility.
It's hard to imagine that this would be the booth of a German luxury car company. Removing the empty numbers that represent the performance of the power and the concept of forced sales, Audi focused on the word "experience" this time. By taking a hands-on test ride and getting started, you'll gain a deeper understanding of the shape and content of future mobility. However, the theme of "Digital Creation of the Future, Smart Travel" has fully exposed Audi's ambitions: digital innovation will become the source of its future development, and providing intelligent travel services and allowing users to fully enjoy the fun of travel is Audi's ultimate goal.
2019 CES Asia Audi press conference site | Courtesy of the official image
<h1>An open APP ecosystem customized for Chinese users</h1>
Compared with the new car manufacturing forces, luxury car companies are very cautious in expanding the function of car machines. Tesla's 17-inch central control screen has brought a wave of wind, and many independent brands have quickly followed suit and launched a series of large-screen models, which has undoubtedly increased a lot of competitiveness. The OEMs of luxury echelons such as Audi, BMW, and Mercedes-Benz are still on the verge of temptation, showing an attitude of neither exclusion nor adventurism.
Therefore, Audi released a new generation of connect internet technology at the 2019 Asian Consumer Electronics Show, which is still quite surprising. And it is developed in China, with open ecological characteristics, even if there is a suspicion of "pleasing" local consumers, it has to give Audi a thumbs up.
Audi Connect Connected Technologies | Shoot on location
According to geek park information, as an open service platform based on the Android system, the new generation of Audi connect interconnection technology will allow third-party developers to create tailor-made services and applications for the Audi Multimedia Interactive System (MMI), and users can personalize the central control screen layout as on a smartphone.
This means that users can download popular local applications and services from Audi's app store, such as AutoNavi Maps, QQ Music, Alipay and other applications, which can implement services including finding gas stations, smart payment in the car, and paying parking fees online without password. These features have been seamlessly integrated into the vehicle, and can be continuously intelligently optimized and updated in the form of OTA, and in many scenarios we can easily use it without the mobile phone and holding the steering wheel.
Since it is an open APP ecosystem, the new generation of Audi connect technology can also integrate other digital assistant services. This time, Audi announced a partnership with Alibaba to meet the diversified needs of Chinese customers with the help of "Tmall Genie". You can complete the remote monitoring and control of various smart home devices by waking up in the car, and use other services in the Alibaba ecosystem to achieve car-home integration.
Of course, it can also provide a variety of voice information services, such as recommending nearby attractions and restaurants, providing weather, itinerary information, etc. However, because it was only a demo, the staff demonstrated the control of smart home devices through the light simulation of a small area of the "Tmall Genie" switch site.
Tmall Genie artificial intelligence voice assistant began to enter the automotive market | Alibaba
Returning to the "openness" of the platform, Fan Hengwei, senior R&D director of digital and new energy vehicles at Audi China, said, "At present, although only Alibaba cooperation has been chosen, more and more content service providers will join in the future." As for the app store, it is developed by Audi itself, it is also an open platform, there is no capacity cap, and it is hoped that Android app developers around the world, including China, will develop products for this app store."
As for when mass production will be launched, Bo Rui, senior director of Audi's branding and digital business in China, said, "The new generation of Audi connect interconnection technology is part of The Audi MIB and will start mass production of models at the same time after the MIB3 is launched."
In the view of Thomas Owsianski, president of Audi China, "Chinese users can quickly accept new trends and new technologies, which is the main reason why Audi has spared no effort to put a new generation of connect interconnection technology in the Chinese market." He believes that "this new technology is also very attractive to other markets." In the future, Audi China will continue to pay more attention to digitalization and intelligent interconnection."
Thomas Owsianski, president of Audi China, | Courtesy of the official image
<h1>From traditional car companies to entertainment companies</h1>
While many companies are still struggling with the question of when to mass-produce autonomous driving, Audi seems to be already thinking about how to pass the "boring time" in mobile mobility. After all, with the continuous maturity and landing of autonomous driving technology, the single car sales of traditional car companies may be replaced by mobile travel business. At that time, in addition to continuous innovation in automobile manufacturing, OEMs will also develop in-vehicle applications and services in the face of more segmented "experience" needs of users.
At this year's Cess Asia Consumer Electronics Show, Audi brought holoride to China, and on the exclusive track in the center of the venue, everyone had the opportunity to experience this in-vehicle virtual reality entertainment technology on the speeding Audi A8L.
Holoride has created a new virtual reality experience for in-car entertainment | Courtesy of the official image
According to Geek Park, the technology was first developed by Audi and then commercialized by holoride, a startup. However, Hollexing is also a new venture incubated by Audi, of which Audi Electronics Venture, a venture capital subsidiary of Audi, has a non-dominant stake.
Perhaps everyone has experienced similar VR applications more or less before, but the advantage of Haolexing is to create a new form of in-car entertainment for passengers by matching vehicle data points and virtual reality content in real time. By "data points connected to VR content," we mean physical feedback such as acceleration or steering, traffic data, and travel routes and times. The vehicle acts as a collector of mobile data, transforming all the data into story scenes in real time in XR extended reality devices (i.e. VR glasses, etc.). For example, a vehicle's measurement of the distance traveled can be creatively applied in the passenger's virtual reality content.
Of course, this is also inseparable from the application of key "Elastic Content". It can transform real-life changes into scenes in virtual reality in real time, such as the user's car may be a spaceship or submarine in virtual reality, and the steering of the real vehicle can be transformed into a change in the control of the ship or submarine in virtual reality. This means that the way the rear of the vehicle is entertained will be revolutionary in the future.
It is worth mentioning that this technology is open to all content developers and car companies. After the geek park reporter experienced on the spot, he found that it can indeed alleviate the discomfort of motion sickness, pass the boring ride time, whether it is playing games or learning, the immersive experience really has a strong sense of substitution. So that after getting off the bus, you still need to adapt for a while, the thrill of the space war just now, the sudden sound of the laser cannon is still lingering in your ears for a long time.
At present, the more representative work of Hao Lexing is the VR experience project created with Disney Games and Interactive Experience Company - "Marvel Avengers: Rocket Raccoon Rescue". However, when asked when the technology will be mass-produced, Bo Rui, senior director of Audi's branding and digital business in China, said, "The product is still in its early stages, and if there is any further news, it will be shared with you in time." Haolexing is currently Audi's attempt in the field of in-car mobility services, and in the future, according to the habits and wishes of car owners, there may be new technologies and equipment introduction."
The VR experience project created by Hao lexing and Disney Games and Interactive Experiences, "Marvel Avengers: Rocket Raccoon Rescue" | Courtesy of the official image
Regarding the development goals of The company, Fan Hengwei, senior R&D director of digital and new energy vehicles at Audi China, pointed out, "Haolexing was founded by Audi's subsidiaries and partners, but it is also an independent company. We hope that it will be possible to appear in different national markets in the future and have more partners, whether it is a car manufacturer or a content manufacturer."
According to Nils Wollny, CEO and co-founder of Hollexing, "The chinese entertainment market and automotive industry are second to none active in the world. The combination of these two areas will bring great market potential to all players in the industry."
If it is not enough to bring a new experience of in-car VR, it is not enough to show that Audi has changed from a traditional car company to an entertainment company, then everyone must not see this "immersive in-car entertainment system". It completely turns the car into a private entertainment space, adding new application scenarios for future mobility. In the parking state, the actions in the in-car video game can be matched in real time with real body movements and changes in the car, such as saddle vibration, steering wheel haptic feedback, lamp changes, 3D sound effects, and air conditioning airflow changes.
On an Audi A8 displayed on the spot, Marvel's "Avengers" was played on the TV screen in front of the car, and the car was constantly vibrating and shaking as the plot progressed, and the sound wave emitted by the explosion was amplified by the sound, making the whole viewing process immersive. It seems that the A8 equipped with air suspension has completely become a 4D cinema, and in the future, it is possible to lock them in the car with men shopping, and this immersive gaming experience is really attractive.
Of course, Audi also brought the first mobile 5D racing simulator, car love game friends, you will be impressed by Audi's imagination and execution, lamenting that the future car will be more than just a travel tool. Audi has used its own technology research and development strength to integrate the knowledge of multiple fields, although it is a traditional car company on the surface, but the ecology behind the evolution has quietly transformed it.
Audi's first mobile 5D racing simulator | Courtesy of the official image
<h1>The "25th hour" of life</h1>
At the opening of the press conference, Ouyang Qian, President of Audi China, mentioned the concept of a "25th hour" of life.
In his view, in the future, cars with L4 autonomous driving such as AI:ME will not only play the role of transportation, but also be an oasis of mobility, which can provide an easy journey in the future urban transportation. Therefore, in addition to home and work, the future of autonomous vehicles will become a high-tech blessing of the "third living space", and the time saved by this technology, Ouyang Qian called it "the 25th hour". Of course, in large cities such as Beijing, Shanghai, Guangzhou, and Shenzhen, because of the huge amount of urban traffic, you may stay more time in your hands, such as "26th hour". It is based on the productization of this concept that Audi is creating a whole new range of in-vehicle products and digital technologies.
Audi AI:ME Pure Electric Autonomous Driving Concept | Courtesy of the official image
Vorsprung durch Technik – Breakthrough Technology, which has been at the heart of Audi's brand for 50 years. In the face of the rapid change and increasing challenges in the global automotive industry, maintaining forward-looking thinking is the key not to be left behind by other competitors. So you may think that Audi as a luxury car company layout is very slow, do not know that its focus is on the overall situation, considering how to efficiently and cleverly integrate with the entire mobility system in the future through service research and development.
So it is not comprehensive to only think of the car as a peer-to-peer mobile tool, and Audi hopes to transform from a traditional car manufacturer to a high-end mobility service provider, and continue to invest more energy in digital innovation and change, especially in emerging markets such as China, which are changing rapidly.
Whether it is a new generation of connect connected technology, or a virtual reality experience such as V2X and holoride for smart transportation, and an autonomous driving model like AI:ME, only by integrating these services can the car become not only an efficient travel tool, but also a third living space outside the home and work environment.
Author: Yu Benyi
Editor-in-charge: Wang Xunkui
Title image source: Visual China