HIstory itself Is a century of development
Automobile industry Is an inclusive hIstory, thIs road has never been a lack of subversion and innovation. The new features emerged in recent years – dIsruptive technologies, transparency of the market and consumer demand for personalized and presented unprecedented challenges for the development of the new era of the Automobile industry. How traditional Auto companies to meet the challenges brought about thIs change Is placed in front of every business leader, strategic Issues related to business survival. Observe the development trend of the current electric Cars, compared with the conventional internal combustion engine driven vehicles, pure electric drive vehicle structure Is more simple, a significant reduction in the number of parts, which provides an opportunity for companies outside of the Automotive industry into the Automotive industry. One reason behind thIs Is becoming more electrified. We expect that by 2020, new energy vehicles, electrical and electronic parts and components accounted for the proportion of the total vehicle cost Will exceed 50%.
At the same time, another challenge facing the traditional Automotive technology trends of the Automotive software functions, especially in the field of intelligent network linking technology. In fact, to human-computer interaction, artificial intelligence, represented by the development of new technologies much faster than traditional mechanical-based Automotive technology. At the same time, deeper consumer demand Is also pushing the Auto industry to change its business model. The United States as the representative of emerging market consumers are increasingly strong demand for personalized Automotive products. And driven by a shared economy, emerging markets, consumer groups are being subdivided into “Car” consumers and “Car” consumers. For thIs reason, some Auto companies have been planned by the “Car manufacturers” to “+ Carmakers travel service providers.”
Under the force of these factors change, rapid advances in artificial intelligence and new energy technologies Will further help launch new Car prices differences competitive, advantage after formation. Tesla commercial success as well as its share of open source technology, attracting many companies competing to imitate. Currently, the US market Is ready for new energy vehicles or the development of non-traditional Auto companies have more than 10, but behind it there are at least 200 investment institutions or enterprIses dropped heavily in new energy vehicles.
First, the Car Will be durable FMCG. The future of Automotive product life cycleGreatly shortened, thereby becoming a conventional durable consumer durables FMCG. Kearney research found that the major Car companies increase vehicle while greatly reducing the Car’s life cycle, from 1983 up to 14 years becomes about 5 years now, replacement Automotive products significantly faster. At the same time, Car prices continue to decline, Automotive electrification continues to increase. Car gradually become durable FMCG, household appliances or similar PC.
Second, the Car Will become a “third space.” Intelligent network linking technology Will give the Car more innovative application scenarios. In the case of highly Automated or unmanned driving, drivers have more free time in the driving process. Ubiquitous networking technology to make Cars and Car occupants at any time with the office, home, public facilities linked. Therefore, the Car would become in addition to home and office, “the third space.” For example, publIshed Benz “F015 Luxury in Motion” concept has Automatic driving may be rotated 180 degrees “2 + 2” seating arrangement; driverless interior design incorporates the Automobile technology can also be used to treat public, or with for mobile reception room. The Car Will be the entrance platform or third-party applications and services, to form a new, eco-system with maximum mobility.
At the same time, the target group of the service Car prices more complicated. Car of the future consumers Will contain “Car” consumers and “Car” consumers. Car prices needs of different consumer groups to identify and tap their unique needs and provide value-added services, such as Car financing services, Car networking services, shared services. Compared with the product, the added value of these services Will be higher, the future of the Automotive industry Is the focus of competition. In addition, we can not be overlooked Is the industry concentration becomes higher. ThIs Is especially likely to occur in the critical electrical and electronic components, software and other fields. Car of the future as FMCG and durable, it Will make the Automotive industry competitive situation gradual convergence of competition in the electronics industry, including key parts supply highly concentrated, oligopolIstic industry emerge. Improve the industry concentration Will reshape the relationship between OEMs and suppliers.
The last opinion Is that Car sales and after-sales service WillCommonly used phasor combination of online and offline mode. Internet electric business successfully subvert the traditional marketing model, the Automotive industry Is no exception. Kearney survey found that there are now as many as 91% of customers before buying the Car Will look online, compare Car prices and other information. Future, “experience offline + online sales” model Will be the Automotive industry’s mainstream marketing model. In addition, with the continuous improvement and wide application OTA technology, Auto companies Will not only be future online sales, but Will complete part of online services to reduce overall service costs.