Xing Yanjun said
Lead
About 2,000 questionnaires from different cities, different incomes, and different age groups of automotive consumers were collected to provide comprehensive insights and analysis of consumers' existing and future interested functions in the cockpit.
Source: EAS Think Tank
Sort out the current situation of intelligent development of automobile cockpits
Research on the development status of intelligent cockpit in China and consumer market insight analysis in 2021
◆ In order to understand the current situation of intelligent development of China's automobile cockpit in 2021, Yiou Think Tank hereby analyzes and studies the newly released models (including remodels) of the Chinese passenger car market by October 2021.
◆ In order to understand the consumer market demand for the intelligent development of China's automobile cockpit in 2021, Yiou Think Tank hereby collected about 2,000 questionnaires from different cities, different incomes, and different age groups of automobile consumers, and conducted comprehensive insights and analysis of consumers' existing functions in the cockpit and the functions they are interested in in the future.
The car cockpit has passed the digital stage and is becoming a driving partner with anthropomorphic interaction capabilities
◆ In the 1980s, the traditional supplier Bosch and Intel developed a CAN bus system and used in the data communication of the ECU in the car, marking the beginning of the car cockpit ecology; and now the car cockpit has undergone decades of development, and the car cockpit has passed the digital stage and is in the stage of intelligent development. The development of intelligent automobile cockpit has become the "business card" of each OEM to pursue differentiation and branding.
◆ Consumers no longer pay attention to the "old three" when buying a car, and begin to pursue intelligent configurations such as central control large screen/continuous screen, intelligent voice, HUD, etc.; the car cockpit is becoming a driving partner with anthropomorphic interaction capabilities
The "smart cockpit" needs to be equipped with a central control color screen, an intelligent voice system and an OTA at the same time
◆ At present, the development of China's intelligent cockpit is in the early stage, and intelligent functions on the market are constantly emerging. So how to define the "intelligent cockpit" has become the focus of discussion in the industry, Yiou think tank believes that "intelligent cockpit" is a judgment of the degree of intelligent development of the cockpit, when the intelligent development of the car cockpit reaches a set standard, it can be called intelligent cockpit.
◆ In the battle of intelligent development of the cockpit, how to be regarded as the "first victory"? Yiou Think Tank has formulated a unified standard for "smart cockpit", that is, the model has three conditions: the color screen of the center console, the OTA upgrade and the intelligent speech recognition system can be judged to be equipped with a smart cockpit for the model.
In 2021, the penetration rate of smart cockpits for passenger cars in the Chinese market has exceeded 50%, and OTA has become an important standard for smart cockpits
◆ As of October 2021, the penetration rate of intelligent cockpits in passenger cars in China is 50.6%, of which the penetration rates of central control color screen, intelligent voice system and OTA are 97.9%, 86% and 50.9%, respectively. It can be seen that whether the OTA function is equipped has become an important measure of whether it meets the smart cockpit.
◆ In 2021, among China's newly released passenger cars, the central control color screen has become the standard; and among the human-computer interaction methods in the cockpit, voice interaction has become the most representative interaction method.
The price of 100,000 yuan has become a watershed in the penetration rate of smart cockpits for passenger cars, and the market has become "spindle-type"
◆ For a passenger car equipped with an entry-level intelligent cockpit, the sales price of 100,000 yuan has become a "watershed" for the penetration rate of smart cockpits: the penetration rate of smart cockpits for models below 100,000 is only 25.4%, while for models in the price range of 100,000-150,000 (including 150,000), the penetration rate of smart cockpits is as high as 57.9%.
◆ Considering the brand and product positioning, for the top luxury cars with bicycle prices of more than 750,000, the level of intelligence of the cockpit is not its core competitiveness.
◆ It can be seen that models below 100,000 yuan and more than 750,000 yuan are not the key market segments of the intelligent development of the cockpit, and the intelligent development market of the cockpit has been "spindle-type" from both ends to the middle.
——END——
[Xing Yanjun.]
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