From intelligent voice to entertainment systems, the focus of the competition for smart cars has long changed

2022-05-16 0 By

Counting the time, the rise of intelligent cars is only four or five years ago, but for car companies, the battlefield has been constantly changing.At the early stage, the development of intelligent vehicles was still centered on pure electric vehicles. At that time, Volkswagen focused on the range and electrical and electronic architecture of pure electric vehicles.The focus on the cockpit was limited to navigation and audio.As the competition of intelligent vehicles intensifies, users’ attention on intelligent cockpit gradually shifts from basic functions such as intelligent voice and navigation to entertainment functions such as in-car music, games and videos, thus opening a new blue ocean of competition for car companies.The seemingly cool karaoke function has become the first entertainment project for car companies to conquer cities and land.In the eyes of car companies, in-car entertainment systems are not only part of the smart car, but also a new business opportunity.They are the perfect way to capture attention in the car and reshape engagement.Through their own characteristics of the car entertainment system, highlight their own label, become one of the important means to seize users.This change has made wechat, Himalayan audio books, videos, games and other entertainment that used to be available on mobile phones commonplace in cars.One of the most popular in-car entertainment features is karaoke.This trend is not untractable. According to iMedia, more than half of all users use in-car audio to acquire content in various travel scenarios.In addition, compared with mobile terminals, more people over 25 years old use online music on car terminals, which means that the use of car music has a large user group, and car karaoke, as a derivative of car music, also has a huge space.Tesla added a karaoke system to its latest software system update in China in January 2022.Meanwhile, a new microphone called TeslaMic is being sold by Tesla for its infotainment system, which is currently only available in China.The TeslaMic costs $188, or 1188 yuan, and can be purchased through the Tesla store.But for domestic car brands, car KTV function has taken root.In 2018, Xiaopeng introduced the auto version of “Chanba” on its first model xiaopeng G3.Owners can enter the “karaoke mode” by simply connecting to a Bluetooth microphone and clicking on the Changba APP.In August last year, Weimar launched a karaoke function and launched a microphone with a price of 388 yuan in the app store, which was also snapped up.However, the exploration and extension of this function by car companies are far from stopping. Compared with Tesla’s system update of this function, domestic car companies are more like starting a “roll-in” competition of car KTV: WeIMar equipped with this function hopes to bring users better enjoyment of singing through the high configuration of software and hardware.The W6 with this function is equipped with WM stereo theater surround sound for sound field construction.In addition, the wM-Sonic professional tuning team works with international top tuners for a theatrical experience. In addition, Weimar has worked with Renaco to fully customize the high-fidelity playback of the cockpit music. Digital tuning is used to accurately guide and locate the entire cockpit sound, and stringent noise reduction standards make the in-car feel even better.The supporting microphone of Weimar online in its app store also works with Thunderstone for in-depth adaptation and debugging. The microphone has built-in 32-bit system-level DSP reverb chip, which can effectively suppress the noise.Users simply plug the receiver into the USB port to use it.In January this year, Xiaopeng Auto upgraded the types of in-car audio apps through OTA. Migu Aichang, LOOK Live, HiFi music and other audio apps were launched in the app store. In addition to the existing audio software such as Kugou Music and NetEase Cloud Music, Xiaopeng P7 truly enables users to “sing as they wish”.According to xiaopeng Automobile disclosure, in 2020, xiaopeng P7 music annual utilization rate of 99.4%.It is not difficult to see that the user has a great enthusiasm for car KTV, car enterprises as a connection, enhance the competitiveness of the entire structure of the intelligent entertainment system, grab the competitiveness of the user car.With the range of intelligent electric vehicles exceeding 500 km and the improvement of charging facilities, the scene of intelligent vehicles is gradually becoming diversified.Not only car karaoke, long-distance, camping, rest and other scenes of the functional requirements are also coming.Previously, for example, Alch built an external power transmission function for camping.Compared with fuel vehicles, intelligent electric vehicles have inherent advantages in scene experience and entertainment.To explore the competitive logic behind it is to catch target customers through different paths and strengthen their own labels.For example, the ideal car has been to dad car as the main label, for the launch of car KTV and supporting microphone, is more strengthened this certain bit, through the enhancement of intelligent entertainment system in the car, enhance the success of “baby”, who will refuse it.Similarly, the price of about 200,000 WEima W6 through the continuous strengthening of software and hardware functions to bring better K song enjoyment in the car, through the microphone of less than 400 yuan, so that more users enjoy this function, is also in order to fit its has been emphasizing the “intelligent science and technology benefits” tonality.Tesla microphones, by contrast, are priced at more than 1,000 yuan, perhaps due to the nature of their users.Compared with similar models, Tesla models are priced higher, and market positioning and brand premium are more obvious.No matter which route, the main logic behind the car companies is to find their own positioning and improve user stickiness through the enhancement of functionality.The right to vote is ultimately in the hands of the user.We just need to consider before we buy a car whether you are willing to pay more for each service when the smart cabin becomes entertainment and the market for software services explodes.