The automotive market is becoming increasingly competitive. Car companies are strengthening their in-house development of core software and hardware, leading to a steady fall in the price of chips and smart driving features. This has reduced car manufacturing costs and further boosted the price competitiveness of smart electric vehicles. There have been few changes in daily driving scenarios and the frequency of car usage compared to last year, with 70% of surveyed car owners commuting to work by car every week. At the same time, the flexibility offered by self-driving tours allows car owners to travel on their own schedule. Car owners in lower-tier cities drop off/pick up family members around more often every week. Due to relatively low population density and closer community ties in these cities, these drivers are more likely to be involved in family members’ daily activities, making it worth expanding family car usage scenarios for urban households.
Among consumers who have purchased a car within the past three years, those who did so in the past year show a higher usage rate of assisted driving functions, especially safety-related functions such as automatic emergency braking. However, although assisted driving functions have somewhat optimised the driving experience, they still do not adequately resolve the issues which drivers face in congestion, parking and other specific scenarios, as well as problems with the range and compatibility of in-car functions. Working out how to leverage AI to optimise the smart cabin and driving experience in the era of intelligence remains a challenge for car brands.
In-car and multi-device connectivity has become a trend, with car owners increasingly demanding a seamless integrated smart lifestyle. They expect interconnection to enable information sharing and function coordination between devices, thereby enhancing convenience, comfort and safety. Meanwhile, diverse functions of official brand apps are also providing new value for car owners, although only 30% of surveyed car owners have downloaded them. There are still shortcomings in user experience, but as improvements are made to the intuitiveness and range of functions available, the usage rate of brand apps among car owners is likely to increase.
Additionally, car owners have certain expectations for the future development of cars. For example, mobile charging stations and wireless charging technology can provide more flexible and convenient charging solutions. Higher-level autonomous driving technology will enhance driving safety and convenience. Finally, the creation of unified charging interfaces and shared charging resources will break down barriers between brands, leveraging resource sharing to make new energy vehicle (NEV) charging more convenient and economical.
AI is fuelling the optimisation of intelligent driving and smart cabins. Consumers no longer view cars as simply a means of transport, but expect a mobile living space capable of offering intelligent interactions, personalised services and safety assurance.
Keiyou Wang, Director, China Insights
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