Can luxury interior really "decorate" the future of smart cars?

Text | Intelligence Relatration

Author | Zhang Zuowen

From the steam engine to the internal combustion engine to the motor, people always give the focus of automobile development more to keywords such as power and control. However, since the birth of the first car, the design of the vehicle is not only surrounded by driving, but a combination of driving.

The hotness of new energy vehicles provides a new path for Chinese car companies that do not have international competitive advantages on the engine. What can be seen is that while new energy vehicles bring a new driving experience to users, the ride experience is also continuously improved. Some supporting interiors that originally belonged to higher -priced models were put into lower -priced models.

High -car interior

It can be seen that the interior development of new energy vehicles follows the approximate process from simple to complex, from decentralization to integration. Continuous and increased display screens are the performance of functional integration and entertainment experience; the function upgrade of the rear seats is the appearance of the optimization of the experience; Show ...

While enjoying, what can we see from the interior development of new energy vehicles? To this end, "Intelligent Relators" and Qiu Zhichuan, director of Baoneng Automobile, talked.

Compared with driving experience, it is equally important to take the experience

Intelligent relativity: The key to new energy vehicles must be battery technology and intelligent driving technology, but the current situation is that major car companies have "stacked" on the interior, larger and more screens, and more cool lamps. Effective and more comfortable seats, luxurious interiors are constantly being decentralized ... can it be said that this is a helpless move to increase selling points after encountering technical bottlenecks in domestic car companies.

Qiu Zhichuan: First of all, I want to give you a positive reply. The main reason for the interior of the interior is that car companies can't get a qualitative leap in battery and intelligent driving technology. In exaggeration, if a car company currently says that his products can actually batheries 2000km, fast charge control within 10 minutes, intelligent driving technology reaches L5 or even higher, then I believe that even if the interior of this car's interior It is extremely rude, and he will still be one of the most sold products in the market.

But then again, this expression is right, but it is not meaningless. Because cars do not only need to meet the driving experience, it is equally important to ride experience.

Talking about the interior of the new energy vehicle is inseparable from Liao Tesla. When I first saw Tesla interior, especially when I was in China, my first reaction was that I was ugly. Because at the time, most interior designers were used to the fixed design pattern on the fuel car. That is, there is a display screen in the middle. There must be air outlets and some surroundings around. Below is a button, and then glove boxes, stalls, cigarette lighters, and so on. So when I was very lonely and abruptly there, I couldn't appreciate it.

Tesla Model3 interior

But later, after further understanding, my feelings were subversive.

Don't look at a small screen, it is not easy to stand there in peace with a hanging gesture. Because the vehicle is slightly jitter at all times, the bracket supports the screen behind the screen is often several times the screen volume of the screen. This design is often unable to achieve the insufficient space due to the engine in most fuel vehicles. At that time, we carefully learned about Tesla's design. We will find that the frame of its piece was originally placed, and there was so much space after the central control area was completed.

So why is there no way to achieve this subtraction on fuel cars? Because the function is unable to integrate, Tesla integrates all the functions that originally needed keys to the screen. The advantage of this is to give users the experience of fuel vehicles different from fuel vehicles, and at the same time, it has sufficient lightweight treatment for the car.

After Tesla, a screen in the middle became the standard for all new energy vehicles. Everyone was doing this, not because of the follow -up, because only this can reflect technology, reduce the weight of the car and increase the battery life.

So why did Tesla's rough room -type interior continued to become the mainstream of domestic new energy vehicles? A large part of the reason is that the increase in battery mileage is enough to cope with the weight of the new interior. This is a step -by -step process. How much mileage is increased, so how much I put in the interior. When the mileage is sufficient, the interior will begin to develop in the direction of quality to provide a updated experience for ride.

As for what you said, the luxurious interior is being decentralized, but it is not accurate. You can't say that a car of more than 100,000 cars is equipped with an atmosphere light that was only 300,000 cars. Even with the same type of product, its performance in different price cars is different.

Taking Napa leather as an example, dozens of pieces of leather on the market are called Napa leather. Then the visual and tactile experience given by different prices of materials is different, even if they are called Napa. Then return to new energy vehicles, whether it is a screen or a seat, the experience it gives must be equal to the price of the car. In the past, there was no the same experience on the fuel vehicle at the same price, because after the engine was abandoned, the car company had more cost space.

The cost of loss of engine is used on the interior upgrade

Intelligent relativity: Therefore, the luxury of the interior of the new energy vehicle is actually a cost transfer.

Qiu Zhichuan: It can be understood like this, because in the era of fuel cars, car companies did so.

For example, for example, Mercedes -Benz A -Class. After listing, many people are vomiting why 1.3T will sell so expensive. In fact, this is the cost transfer of Mercedes -Benz. The cost gap between self -priming and turbocharged and between displacement means that the money saved by car companies in this regard can be used to improve the sense of luxury to meet the brand's consistent tone. If you have experienced the Mercedes -Benz A -level, you can know that the atmosphere created by the entire car interior, the slightly damping feeling of the fuse knob, the operation feedback given by the paddle, each stitching, and the pattern of each plate material In fact, it is the result of Mercedes -Benz's cost from the engine to the interior. Mercedes -Benz A -class interior

This has created the brand positioning of Mercedes -Benz's "all elegance and luxury".

Similarly, we can see that, like "Wei Xiaoli", under the current price of different flagship models, their interior has their own characteristics and their own emphasis. Weilai is a bit like Tesla, simple business; Xiaopeng movement and jumping; ideal to highlight the experience of each ride person, and more biased towards the family. This is the result of their transfer of cost to the interior that is more in line with their own positioning.

We can see that when new energy vehicles are just hot in China, in fact, a major impression of new energy vehicles is cheap. This cheap is not only reflected in the price of car, but also in the cost of subsequent cars. The reason is that after the car was removed, the cost was controlled. In addition, the price of the first batch of domestic new energy vehicles could be pressed very low.

When the cost of an industry is controlled, two development paths are generally generated. One is that the price war has become the main strategy of major enterprises. On this path, consumers can get the satisfaction of consumption is that consumption is not so meaty, but Experience will definitely be greatly reduced. The second path is that the saved cost is used for the upgrade of other aspects of the product. I am very glad that domestic smart cars are taking the second road. The continuous roll and deepening car experience upgrade finally benefited from the majority of consumer groups.

But do we have to realize a problem. Can all domestic new energy vehicle companies fully apply the saved costs to experience upgrades? From the perspective of energy, no company does not have the ability to upgrade the car experience. But for traditional car companies, they cannot experience the best of experience, because in addition to new energy vehicles, they also have many fuel vehicles waiting for sale.

Take Haval as an example. Recently, they said that the need to stop production of oil vehicles seemed to be a strategic formulation in accordance with the trend. In fact, it was helpless. If oil vehicles are not stopped, then when they are doing new energy vehicles, they will be difficult to make new energy vehicle products in order to consider the sales of oil vehicles. This is why we always feel that Tesla is the only one. Traditional car companies are always almost something to do new energy vehicles and Tesla. Because Tesla has no concerns about oil vehicle sales, their innovation is very pure.

New energy vehicles will be divided into two branches for driving and ride

Intelligent relativity: So will this transfer continue to the interior with the continuous reduction of technical costs such as San Dian and smart driving?

Qiu Zhichuan: I personally think this is the case. In my opinion, new energy vehicles will be split into two branches for driving and ride. That is, the driving function and riding function will be divided.

Why do you say that, because we look at the two core technologies of new energy vehicles -battery and intelligent driving.

In terms of battery, the impact on new energy vehicle attributes is far from intelligent driving strong. In the future, battery technology may only be able to break through only three directions: energy storage, energy, and cost. It has the impact of the changes in the use time of the car and more money for car companies to do other things.

And smart driving is different. At present, the relatively popular non -load -bearing -type skateboard chassis should be said to be the prototype of new energy vehicles in the future. Due to the integration of wire control technology and height, all functions related to driving are on the chassis. This can save more space in the car than the current new energy vehicles on the market.

Imagine that when the intelligent driving technology is advanced and the skateboard chassis technology is mature enough, the car will become a pure ride tool. There is no more cab in the car, which is replaced by various entertainment life scenarios. It can be gym, KTV and even restaurants. This is a change in the nature of the car.

Pixmoving skateboard chassis

Correspondingly, when the above ideas become reality and are generally adopted, for users who love driving, new energy vehicles may develop pure driving products. In specific scenes "Driving machine".

In other words, after the interior of the car is becoming more and more functionalized, the definition of the car in the future will be changed. The functionalization of this car is actually a trend that has continued for hundreds of years. When we discuss what changes will happen in the future of the car, what does our idea come from? Derived from the surroundings of life. In other words, which functions in life are not available, then the interior of the car will add these functions.

For example, after the popularity of TV, the center console of the car has changed from the radio to the screen; the aviation seats have been moved into the car; After undertaking all driving functions, some living scenes that are subject to space appear very reasonably inside the car. Of course, at present, the innovation of interior brought by this highly intelligent driving technology is difficult to achieve in the short term. Because when the smart driving level is high, smart driving can no longer be achieved through the efforts of a single car company. Complete intelligent driving requires high -standard vehicle coordination, faster data transmission, and more accurate positioning, which involves supporting facilities in the entire city. So I have been saying such a phrase "any high -level intelligent driving discussed from the city is a hooligan."

At the end

The interior of the car is as good as wisdom. Some people like simplicity, some people like luxury, some people like mechanical sense, and some people like science and technology ... But no matter what, the rapid development of new energy vehicles has indeed given new definition of the interior of the car. It is no longer fuel. In the car era, "secondary factor" or "icing on the cake", in some scenarios, the interior of new energy vehicles has even become a reason for consumers.

It can be seen that the domestic new energy vehicles at this stage are indeed at the stage of "interior stacking". For car companies, interior decoration has indeed become a differentiated point under technical bottleneck restrictions and value -added points of product prices. Essence But it is impossible to deny that even if it is a stack, the ultimate beneficiary is still consumers -getting a better car experience.

What is interesting is that, now, when we conceive the form of the future car, in addition to the previous driving mode, car appearance, and driving method, we will also conceive whether the interior of the car will be more functional in the future will be more functional. We will even conceive a completely intelligent interior form that removes active driving factors. The change in this ideological level is undoubtedly brought by the current interior development.

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