Historic changes with the same rhyme: smart phones and smart cars
Following another epoch-making subversion after smart phones, the "dimension upgrading" battle of modern automobile industry. Smart cars and smart phones are epoch-making products under the mobile Internet. The corresponding development follows the path of "interactive change - Architecture upgrading - ecological evolution". Under the same path, the core logic behind the change also follows the guiding chain of "external interaction - internal function - extension ecology". Throughout the course, the architecture reform of intelligent vehicles has jumped from "mechanical definition - hardware definition" to "software and hardware common definition - ecological definition". Under this change, the underlying hardware, application software and communication technology have also been innovated, and intelligent vehicles have OTA capability
Transfer of value chain: the total volume increases and the focus shifts to software and services
The value of automobile monomer is much higher than that of mobile phone, and the industrial opportunities it brings are more obvious. According to yole's prediction, the market scale of the automotive industry will reach US $2.3 trillion in 2022, about twice the scale of the whole consumer electronics industry (including smart phones, tablets, computers, etc.).
The innovation of EE architecture drives the focus of automotive value from hardware to software, and promotes the growth of software market scale. According to McKinsey's prediction, the scale of automotive software market will rise from US $34 billion in 2020 to US $84 billion in 2030, and the CAGR during this period is 9%; By 2030, the proportion of software and hardware in the global automobile market will reach 30% and 41% respectively, and the proportion of software will be nearly three times that of 2016 (10%).
The automobile value chain presents the trend of "total amount rising and center of gravity moving backward", and its value continues to extend from hardware, software and hardware to service. 1) Traditional automobile: focus on the value chain of automobile manufacturing; 2) Smart car: carry out role transformation around mobile terminals, improve the software value of design, R & D and post market services, promote the backward extension of its industrial "smile curve", form a "manufacturing + service" value chain, and run through the whole life cycle of cars.
OTA capability has become the key to the iterative upgrading of vehicles and the profit improvement of the main engine plant: 1) increment of consumption value: improve the functions of the whole vehicle through the performance upgrading of application software and hardware through OTA, accelerate the iteration of vehicle cycle, and continuously provide consumption value to users through value-added services; 2) Cost reduction: OTA technology upgrading can reduce the call cost of defective products and the maintenance cost of after-sales vehicles.
