The sudden outbreak of COVID-19 has given consumers a new understanding of the products of the new force of car-making: not only has the original online car purchase mode been adjusted the fastest during the epidemic, but even the urgent need of consumers for clean air at present has been solved without leaving home:
Tucki G3 will provide "high temperature bacteriostasis" function in the latest OTA upgrade. Through the one-button remote control of the mobile phone APP, under the condition of vehicle safety, the car is purified at high temperature through the on-board air conditioning system.
At this time, even if the action is rapid, such as Guangzhou Automobile Chuanqi taking the lead in introducing N95 air filters, they can only be provided free of charge in newly purchased vehicles, and will not be available on all models until March. As for other car companies, in order to be less passive, they have also introduced services such as replacing filter elements and installing air purification systems for users free of charge.
The new forces of building cars have never thought about it anyway. It is an epidemic that makes ordinary consumers understand the advantages of car OTA. Prior to this, the role of car OTA was often misunderstood as the software upgrade of mobile phone OTA, such as changing the interface design on the screen of car system, adding several function entrances and so on.
No matter whether the high-temperature bacteriostatic function of Tucki G3 can really purify the air inside the car after circulating at a high temperature of 56℃ for 60 minutes, at least such quick action and timely feedback to users' needs are enough for consumers to re-examine the OTA of the new car-making force.
Changing needs
An epidemic has changed consumers' demand for air quality in cars. Prior to this, Volvo focused on the optimization of air quality inside the car for many years, but it was dubbed "healthy car" by the outside world.
The impact of accidents or natural disasters on people's travel quickly reflects the changes in consumers' demand for on-board functions. 2065438+In September 2007, Florida was affected by Hurricane Irma and entered a state of emergency. Considering that residents in this area need to be evacuated, Tesla provided all models in Florida through OTA. s？ 60D？ And then what? Models? x？ 60D？ This model experienced an OTA, which temporarily unlocked the battery capacity in the car to 75kWh, which increased the cruising range of the owner by as much as 65,438+000 km.
In the natural disasters around the world in the following years, Tesla also temporarily unlocked the cruising range for users through OTA for many times.
Of course, the role of OTA is not limited to this.
When Tesla first brought the OTA concept into the automobile industry, consumers didn't realize that the automobile born a hundred years ago was undergoing tremendous changes: with the advent of the electrification era, the differentiation of automobile hardware gradually narrowed, and Internet thinking upgraded the attributes of automobiles from travel tools to mobile intelligent terminals ... Many trends point to the changing direction of an automobile industry: software will define the core advantages of smart cars, and the advantage of software is iterative upgrading.
OTA is the core path to realize software iterative upgrade, which can be simply compared with mobile phone OTA, ranging from an iOS system upgrade pushed by Apple mobile phone to a function update of WeChat APP. However, the complexity and safety requirements of automotive OTA are much higher than those of mobile phones, and the coverage of automotive OTA is also wider.
Tesla of the first model? Since its listing, S has pushed dozens of OTAs and hundreds of functional upgrades, including important controller upgrades and power battery system upgrades, specifically to functional breakdown, including: models after one year of operation? x？ 100D can also shorten the acceleration time of 100 kilometers by 0.5 seconds. How many years can I buy a car? The driver assistance function of can be extended to be consistent with the new car.
Nowadays, OTA has become the most important functional advantage of the new force of building cars. In addition to Tesla, new brands such as Weilai and Tucki in China market are also relying on OTA to constantly update vehicle functions and fix functional loopholes. Li ONE, who just started shipping at the end of last year, has announced the OTA plan for the spring of 2020 in advance. Before May, 12 functions were upgraded through three OTAs. Several of these projects can show OTA's rapid feedback to consumers' needs, such as quickly adding in-vehicle WeChat to the in-vehicle system, which can initiate voice calls.
Let the user define the upgrade.
In Weilai's OTA release process, an important link is the summary of car owners' needs. User development and product planning departments regularly collect users' experiences and needs in the use process, classify them according to priority, and feed them back to the software package planning stage. This is the embodiment that the new forces are different from the traditional car-making model in product upgrading.
In fact, from the dozens of upgraded versions we have pushed since Weilai, we can also see that the system constantly iteratively optimizes the user experience. For example, in version 1.2.0, the lossless sound quality of QQ music and the function of exporting album photos to a USB flash drive have been added. These two functions seem to be very small and will not have a great impact on the performance of the whole vehicle, but they do consider and improve the comfort and convenience experience of users when driving the vehicle every day.
The optimization of existing functions, the development of new functions and the activation of users' needs are the main ways for new forces to make vehicles more in line with users' expectations and maintain freshness and competitiveness through OTA.
In this spring's OTA plan, Li ONE changed the energy mode to pure electricity priority and fuel priority. These two modes can provide completely different travel needs according to demand. In the fuel mode, good power performance and power maintenance are maintained, and noise and fuel consumption are also optimized.
On the one hand, this is the adjustment of the actual driving feedback of the delivery users, on the other hand, it also ensures that Li ONE has sufficient competitiveness in establishing energy types different from pure electric vehicles. For example, since the outbreak of the epidemic, large-scale travel and traffic in China have been blocked, and users of pure electric vehicles need to consider the form of energy supplement under unconventional routes or even emergency routes. Then, Li ONE's extended-range hybrid and flexible energy mode will become a new energy vehicle that can effectively solve users' travel anxiety.
Subvert traditional ideas
Li ONE will add a "off-road release" mode to OTA this spring, which will make it easier to cross rough or muddy roads at low speed.
Similar upgrades involving hardware functions are not uncommon in OTA of Tesla and Weilai. In 1. 1.0 version, Weilai added 360 panoramic image, one-button lifting window, inductive tailgate and a number of active and safe driving functions, and it was through the upgrade that these functions were released.
In the past, in the conventional concept of buying a car, it was almost unimaginable that a car could be used so frequently and continuously. Weilai's functions such as lane departure warning and collision warning provided in OTA upgrade need to be upgraded or even increased to buy different models in the traditional fuel vehicle market.
With the new car-making forces choosing OTA to realize continuous iterative updating of vehicles, we will find that the price lists of new car-making forces such as Weilai, Tesla and Tucki are very simple, and the classification methods are mainly battery capacity and performance. As for traditional car companies such as Volkswagen and Toyota, they will only bring trouble to users through configuration.
On the other hand, the speed of OTA's new force also makes traditional car companies feel pressure and trouble. First of all, in order to realize the continuous iterative update of vehicle software and hardware, it is necessary to build a complete electronic architecture at the beginning of vehicle research and development; Secondly, in order to continuously improve functions and release new functions, vehicles need to be laid out in advance on hardware, such as Tesla and Weilai. In the preparation of on-board cameras and sensors, at least two generations should be considered to meet the OTA upgrade. Release the related functions of automatic driving.
As a result, traditional car companies found that their thinking on vehicle architecture and control of supplier system are not suitable for OTA continuous iteration, and even the most concerned in-vehicle air purification system needs to be re-developed and put into production.
Since last year, some car companies have begun to promote OTA, such as Cadillac's super electronic architecture that has been popularized after CT5; Only when the public enters the electrification era from ID3 can they embark on the road of electronic architecture and OTA. Even earlier than most traditional car companies, it is several years slower than the new forces of making cars.
It will take several years for traditional cars to catch up with OTA and get rid of the traditional car configuration division and sales profit model in the past. At this time, the forward-looking nature of the new forces has begun to appear.
Figure? |? From the network
This article comes from car home, the author of the car manufacturer, and does not represent car home's position.