Internet giants rush to build cars, car systems into fragrant

"Do you think Uber is an opponent or a partner? What if there is no one to drive in the future?" At the Boao Forum at the end of March, Baidu founder and CEO Li Yanhong threw the issue to Tesla CEO Musk. US-based taxi platforms Uber and Tesla, which have a market value of more than $40 billion, represent two new concepts in the field of travel – sharing the economy and environmental protection – both of which are hot technology companies. Musk replied that Tesla is actually a manufacturer and will involve driverless business in the future. In April, Uber began recruiting engineers for driverless car technology.

Looking at the world, Google, Apple and other technology companies have begun to get involved in the automotive field. Domestic Internet companies such as LeTV, Easy Access, Baidu, Ali and Tencent are competing to accelerate on the "Internet + Car" runway. How far are we?

Internet company building a car

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Internet companies scramble to build cars

China's strong travel demand and worrying environmental issues have given Internet companies the best reasons to invade the car chain and transform the car industry chain.

On April 8, Ali announced the establishment of the Automotive Division, which will provide resources to provide owners with a full-link automotive e-commerce O2O one-stop service that “sees, selects, buys, sells and sells”. On April 23, 40 companies including BMW, Jaguar Land Rover, Buick, Toyota, Chevrolet, Michelin, Horse, Goodyear, Mr. Fast Repair, and Guanghui Auto Service became the first strategic partners of Ali Automotive. On March 12, a month ago, Ali and SAIC announced that they would establish a 1 billion yuan "Internet Auto Fund", and its first "Internet Car" is expected to be listed in 2016.

Earlier, many domestic Internet companies announced that they would build a car. In July 2014, Baidu launched a driverless car R&D program, after which Li Yanhong said that the car will be released this year. On December 9, 2014, LeEco announced the SEE program. In January this year, the LeUI system for smart cars was released. In March, it cooperated with BAIC Group, and the first product will be available within the year. On February 3, 2015, Easy Access, Chery Automobile and Botai Group announced the establishment of a joint venture company to build an Internet smart electric vehicle that “only rents and sells”. The product is scheduled to be launched in 2016. On March 23, Tencent signed a cooperation framework agreement with Foxconn and Harmony Auto, and will cooperate in the field of “Internet + Intelligent Electric Vehicle”.

In order to seize the upstream of the most technologically advanced automobile industry chain, cooperation with manufacturers with manufacturing capabilities has become the main path for Internet companies to participate in building cars. During the cooperation process, Internet companies mainly provide software capabilities, such as pre-user surveys and information feedback, providing pre-installed in-vehicle systems, facilitating the networking of cars and mobile phones, cars and cars, vehicles and roads, and intelligent or even driverless driving. R&D, marketing and communication based on the Internet platform.

"Automotive companies are not so easy to be subverted, but car companies must embrace the Internet." For the "Internet +" boom, Li Shufu, chairman of Geely Holding Group, said: "More than a decade ago, I laughed that the car was a 'four wheels plus Two sofas... The future car is 'four wheels + one battery (green energy and power) + one computer (internet + big data)'."

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Preemptively occupy the "fourth screen"

"With the urbanization and the improvement of people's living standards, people spend more and more time in the car, and the demand for in-car entertainment, consumption, and smart cars is getting stronger and stronger." Li Yanxia, ​​general manager of Gaode Data Center Production Department Say. As the "fourth screen" along with computers, mobile phones and TVs, electronic vehicle devices such as on-board computer ECUs and on-board diagnostic systems OBD are important nodes of the mobile Internet. The need for users to control cars, entertainment and seek help is a new market in the mobile Internet era.

On the way of Internet companies robbing the "fourth screen", it has become the norm to enter the in-vehicle system through the form curve of the "wearable device" of the car. According to data from foreign research companies, more than 70% of newly assembled vehicles in Russia, China, Western Europe and North America are equipped with Internet interfaces. At the Baidu Hardware Summit in April last year, Baidu released the smart connected car product “CarNet”. The driver can complete the route planning and navigation functions through voice through the LBS (Location Based Service) platform of Baidu Map.

Also in April last year, Tencent also launched the intelligent hardware "Tencent Lubao APP + Lobo Box", claiming that vehicle diagnosis, fuel consumption analysis, and safety comparison with friends.

In July last year, Ali's Gaode map launched the intelligent hardware device "Gao De Map Xiaomi", which used a key to open the Gaode map real-time traffic report and avoid the congested road sections.

At the same time, Internet companies have sought to further occupy the "fourth screen" by entering the pre-installation market. In September last year, Tencent and its shareholding company, NavInfo, launched a new car networking solution called “WeDrive”, which integrates Tencent QQ car experience, QQ music, Tencent news, public comment and 4D map new fun navigation. And other services. At the end of January this year, Baidu also launched CarLife, a car networking solution, and cooperated with automakers such as Audi, Hyundai and Shanghai GM.

Building a car ecosystem

Cheng Li, the founder of Cheyun.com, believes that Internet companies are actively embracing car companies, not only to seize market share for their mobile products, but also to seize the car. At present, the rear-mounted car networking products that have been launched on the market or the vehicle-mounted interactive systems installed in the front of the car factory are only the initial application, and the intelligence is not high. Although Ali and SAIC's cooperation projects are full of challenges, many people are not optimistic, but this cooperation is to use the Internet concept and resources to build cars, which is the deep integration of information technology and traditional car technology, compared to the previous tinkering, It is a kind of leap.

According to the concept, SAIC and Ali will build a car ecosystem that will fully integrate Alibaba Group's YunOS operating system, Big Data, Ali Communications, Gaode Navigation, Alibaba Cloud Computing, Shrimp Music, and resources in e-commerce and finance. Combine SAIC's vehicle and parts development, auto service trade and other resources to get through the upstream and downstream of the automotive industry from manufacturing to sales to after-sales service chain. And Ali's open platform is also encouraging and attracting more third-party partners and developers to join together to build a complete car ecosystem.

The driving ideas of LeTV and BAIC are similar to those of Ali. By combining BAIC's experience and capabilities in automotive R&D and manufacturing, the eco-vertical integration model implemented on Super TV is copied to the car, and Internet intelligence is built through complete independent research and development. Electric vehicles, building a car internet ecosystem.

Tencent launched the WeChat car public service account WeCar in conjunction with the system when it launched the fun drive WeDrive. Each car can generate its own unique QR code. The owner can scan the car and pay attention to WeCar to realize the car condition inquiry (mileage, fuel consumption, tire pressure, etc.) and remote control (switching the door, switching the lights, turning on the air conditioner, etc.) ), sendtocar (remotely send POI location information to the car, vehicle auto-navigation) and other functions. As a result, connecting cars has become an integral part of the WeChat ecosystem as a “connector”.

Cheng Li said that the final effect of cooperation between traditional automakers and Internet companies will depend on the depth of integration of the two systems. Whether the two parties agree on the dominance, the team's operation and execution capabilities, their respective resource inputs, and operational mechanisms. Is it efficient?

Explore driverless technology

"Enterprises that have mastered the resources of the automotive networking platform will have a first-mover advantage in the future mobile Internet and Internet of Things era," said Pan Wei, senior analyst at Analysys think tank.

The reporter learned from Gao De that Gao De is using ADAS (Advanced Driver Assistance System) to explore driverless driving. ADAS can use a variety of sensors and high-precision map data on the car to help drivers drive safely and efficiently. For example, when a vehicle climbs a hill or goes downhill, the system calls a high-precision slope to reduce fuel consumption; and uses the road curvature in the navigation system to predict the front road condition to adjust the lamp head. Gold's ADAS map database also includes common warnings such as traffic lights and speed limit information.

Baidu expects that the unmanned vehicles launched this year will have electronic facilities such as radar, cameras, global satellite navigation, and install synchronous sensors. As long as the owner inputs the destination to the navigation system, the car can travel automatically. During the driving process, the car will upload the road condition information through the sensing device, and perform real-time positioning analysis based on the data to determine the driving direction and speed. The Baidu Deep Learning Institute will also apply visual, auditory and other identification technologies to the development of unmanned vehicle systems.

The industry predicts that the Internet of Vehicles will foster a new business model for the automotive service market, such as automotive, telecommunications, Internet companies and the insurance industry. Insurance premiums can be paid "by mileage" or "pay for driving"; The user provides coupons for nearby restaurants or shops; when the vehicle has hidden dangers, the information collected through the Internet of Vehicles, the manufacturer has detected the existence of the problem, and prompts the owner and 4S shop to process, and at the same time screen out the optimal solution.

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