Auto & Transportation

As we all know, the global automotive industry is in a period of unprecedented change. With the blessing of cutting-edge technologies such as the Internet, big data, artificial intelligence, and 5G, the relationship between people and cars is being redefined. Cars are gradually changing from a simple means of transportation to a "mobile smart space". The smart cockpit is the core carrier of the car's realization of mobile smart space shaping.

Smart cockpit, in simple terms, is a driving and riding space equipped with a variety of smart vehicle terminals that can interact with people, roads, and cars intelligently. More and more screens, fewer and fewer buttons, and more and more powerful voice control capabilities are all concrete manifestations of the smart cockpit.

According to the report of the Institute of Foresight Industry, according to the data released by ICVTank, the global smart cockpit industry market size reached 36.4 billion U.S. dollars in 2019. It is estimated that by 2022, the global smart cockpit industry market size is expected to reach 46.1 billion U.S. dollars. As the world's largest automotive market with the greatest potential for development, China is expected to have a market size of 103 billion yuan in the smart cockpit industry by 2025.

An important entry point for brand differentiation

Restricted by factors such as technology landing, policy supervision, and infrastructure, it is difficult for OEMs to develop high-level autonomous driving products in a short period of time. As a result, the brand's competition in autonomous driving technology cannot really widen the gap. In contrast, the smart cockpit is the source of the differentiated experience, and it is likely to become one of the primary factors that affect the user's purchase decision.

Smart cockpit, as the next integrated carrier of smart terminals after mobile phones, PCs, and tablets, has great potential in the development of scientific and technological, entertaining and practical functions, and has the opportunity to enable OEMs to break through existing limitations , To create a competitive advantage, and quickly improve product competitiveness by providing differentiated smart cockpit functions.

Significant trend towards large-screen and multi-screen

With the simplification of the mechanical buttons, the display screen with many functions and high integration can be realized, and it has become the standard configuration of the cockpit interior. This trend can be traced back to 2012, when Tesla Model S was launched in the United States. Its 17-inch embedded central control screen broke the original design of physical buttons, thus triggering the trend of central control integrated screen.

From traditional car companies such as BMW, Mercedes-Benz, Geely, and SAIC to new power companies such as Weilai, Xiaopeng and Ideal, they all regard large screens as a must for intelligent interiors.

In addition, in addition to large screens, the development trend of multi-screen smart cockpits is also very obvious. Screen design has been added to the windows, seats, steering wheel, rearview mirror and other places.

Multi-modal interaction will become the mainstream

The high demand for attention in the car driving scene makes voice interaction the most suitable way of human-computer interaction. Different from previous interaction methods such as mechanical buttons and screen touch, voice interaction can liberate both hands and eyes, reduce operational risks in driving scenarios, and improve safety. However, due to the limitations of its interaction logic, recognition accuracy, and intention understanding, voice interaction cannot solve all the problems of human-vehicle interaction. Therefore, the concepts of gesture and face interaction have been proposed one after another, and are expected to become an effective supplement to voice interaction. Finally, a multi-modal interaction method combining voice-gesture-face and others will be realized, which can provide more accurate, active, and effective methods for passengers and passengers. Personalized in-car interaction.

Especially after Internet giants such as Baidu, Alibaba, and Tencent entered the game, and technology companies such as Huawei, HKUST, iFLYTEK, and Spitz, their accumulated large number of ecological chains, connectivity capabilities and technical strengths will surely inject multi-modal interaction in smart cockpits. New vitality.

The entry of multiple companies into the smart cockpit will not only set off a new round of changes in the smart cockpit, but will also reshape the competitive landscape of smart cockpit technology. In order to gain a competitive advantage in the smart cockpit market, all relevant companies need to fully understand the technology development trend in the smart cockpit field and continuously explore the horizontal/vertical extension of the industrial chain.