Internet will subvert the car industry?

Editor's note: Since the beginning of this year, the voice of the Internet will subvert the car industry rampant. Although recognized the current status of the traditional automobile companies a fait accompli, but all Internet companies are trying to rip a small hole in the automotive industry, is still in the "seedling" stage car e-commerce now can only be a vassal of traditional car sales channels, who Can we say that the current company to join them will not be the next Jingdong Mall? Just as the current year could not see clearly, the unidentified Alibaba now has the opportunity to reshape the commercial civilization like the elites who join the Internet to transform the automobile industry.

■ Reporter Wang ban Hu Renfang

The so-called Internet car means those cars equipped with on-board computers and vehicles with intelligent car experience, and according to the Internet-led thinking of the launch of the car, the future of such cars will have the function of the phone and tablet now - to store personal data, complete Trading and games, but also to find viruses and other malware.

However, at a time when the traditional car companies still dominate the standards of the automobile industry, automakers and industry experts do not agree with the term "Internet car," and they prefer to call it the "car Internet," while the car Internet is only one. The opportunity to increase consumer stickiness is part of Customer Relationship Management (CRM). Vendors can learn about customer types through their personal driving preferences and make products that are more consumer-friendly. The main focus is on security, entertainment and navigation services.

"If it is the Internet to dominate the development of the automotive industry, the same car as IT products, crashes for no reason twice a day, people locked in the car can not get out to buy a new car because the operating system changes also need to re-test driver's license, This is OK, "Dong Yang, executive vice president of China Association of Automobile Manufacturers sharply questioned. Tesla CEO Elon Musk had previously said that modern intelligent system there is no clumsy, only the probability size only. Crashes does not matter, just restart.

In vehicle manufacturing, Xu Heyi, chairman of BAIC, and Liu Lixi, an analyst with Northeastern Securities Automotive Co., all agree that the current Internet car is most likely to appear in the field of new energy vehicles. Xu and Yi even said that Beiqi New Energy Automobile is willing to do OEM business in the future, to Internet companies OEM and production of music as the car.

In the car networking technology applications, "Securities Daily" interviewed many people stand quite cautious. Pratt & Whitney global partner, vice president of Greater China Peng Bo's position is more representative of the car network is currently focused on the car's central control screen and car OBD interface, and the two car companies and Internet companies are doing, the moment The two can only be symbiotic relationship, the future is the Internet companies can do or forward thinking of the vehicle manufacturers can do it, or both, or entrepreneurial spirit, not who is bound to win.

The Internet is difficult to dominate traditional cars

After more than 100 years of development, the traditional automobile has formed a large number of patented technologies and industry standards. At present, almost all pre-installed electronic products must be approved by the automobile enterprises. why? Take the automobile intelligent electronic system as an example, it includes electronic control brake system, anti-lock system, anti-theft collision avoidance system, vehicle information system (Telematics) and so on, and these systems must have high compatibility and anti-interference In order to ensure the normal use of the car.

In addition, such as mobile phones, Bluetooth connectivity, the Global Positioning System and so on, although with the existing automotive electronic systems in succession, but due to different communication standards, different voltage requirements, different hardware and software platforms, the harsh environment, but also with the car The existing network compatibility, in fact, is a very complex system engineering.

If you upgrade your car anti-theft system, because of the complicated circuit in the car, it is prone to error and can not be recognized by the intelligent system. Therefore, if you can not start the car after braking or stop after stopping, the result will be disastrous. Some electronic devices within the actual use of the process is often the problem of crashes.

Dong Yang made it clear that the car is a highly demanding industry. If the virus can not be solved well, the related technology can not be used. If the terrorist controls a certain car, the consequences will be very serious of. The strict requirements of security, the car can not be as mobile phones as the Internet so obvious transformation.

Car enterprises and Internet companies symbiosis

In addition, the current car networking technology into the traditional car, mainly through the car control screen and the OBD interface, due to the product involved in the control of the car manufacturers will not easily give up. Peng Bo said that the car control screen on the one hand can enhance the customer experience, on the other hand the future is likely to become one of the major channels of interaction between manufacturers and customers; automotive companies through OBD car can grasp all the customer driving data, not only can help Improve the design of automotive products, but also can do big data analysis for the automotive insurance industry to provide data services.

"Why do Internet companies can do OBD data services, car manufacturers can not? Moreover, car manufacturers have the priority to control their own products," Peng Bo believes that both car companies and Internet companies are doing, the moment the two can only symbiosis Relationship between the future is the Internet companies can do it or forward thinking of the vehicle manufacturers can do it or both, or see the entrepreneurial spirit, not who is bound to win.

Dong Yang also believes that the future of automotive companies and Internet companies more likely to cooperate, "I am difficult to make accurate judgments, and now everyone is studying, some products are also introduced, the other car systems have also been developing , I am very difficult to make accurate judgments and I am also very happy to have Android system to spoil, because if it is the automotive industry to develop this thing, the speed is very slow. "

Internet new energy vehicles is highly likely

On the contrary, there are more opportunities for new energy vehicles. Tesla, for example, is a subversive electric car. Tesla Electric Vehicles belonging to the layman class in the automotive field set off the power of a car with unique Internet thinking And marketing model innovation.

Analyst Liu Lixi said that the Internet is most likely to be used in new energy vehicles. The MIIT is also pushing forward this matter. "Now we are also learning about Tesla. Using the Internet to make cars more intelligent and electronic, the current Internet companies No one can be compared with the big car companies.New energy vehicles are different, Internet companies have more opportunities to intervene. "

Tesla Internet factor, the car's function keys such as volume, air conditioning, navigation and so on in the seventeen-inch LCD screen to complete the operation. And through a 3G card will be able to achieve the Internet experience, the future will be the rapid proliferation of electric vehicles, will have another standard configuration - "24 hours online", which means that the existence of intelligent Internet cars in science fiction movies possible.

It is to see Tesla's success, once came the domestic mobile phone brand millet CEO Lei Jun plans to develop "mung bean" electric car. However, Xu Heyi, Chairman of BAIC Group, disclosed to the reporter from Securities Daily that LeTV wanted to use Beiqi's new energy vehicle platform to inject all its technologies into the market. "In the future, it is very likely that automakers will become OEMs, while traditional cars will be difficult to change and new Energy vehicles are likely to take this road, do not rule out that we will also OEM the company to produce music car .Whether other manufacturers are willing to do so, we are willing to. "

Xu and Yi believe that the future combination of domestic new energy vehicles and the Internet will directly determine whether the Chinese auto industry to achieve corner overtaking.