Heavy 2023 insight into the development trend of intelligent vehicles in China

Third, user demand preference analysis

■ Intelligent cabin: Young people prefer high interaction, good experience and strong entertainment configuration

After understanding the status quo of smart cockpit configuration, we then look at user needs from the perspective of user preference for smart cockpit, in order to tap the real user needs, Auto home Research Institute launched a survey of 6,500 users and found that the top five smart cockpit configurations, Respectively for the car smart chip, voice recognition control system, car networking, OTA online upgrade and remote start function, the overall proportion of more than 65%, it can be seen that the user's demand for intelligent cockpit is very strong.

In terms of generational breakdown, the younger the user, the lower the recognition of the top smart cabin configuration, but the overall ranking of the lower configuration, such as keyless entry/start, multi-function power adjustment seat, full LCD dashboard, large center screen, rear entertainment system, gesture control and passenger entertainment screen attention is higher. It can be seen that young people pay high attention to strong interaction, good experience and entertainment configuration.

■ Traditional intelligent configuration: more than 50% of the post-70s are highly concerned about travel safety

In terms of traditional configuration, users are most interested in active safety system, 360 panoramic image and full-speed adaptive cruise, especially the first ranked active safety system. 50% of users in the survey are very interested in security configuration, which shows that users are most concerned about security configuration.

Across generations, the younger the user, the higher the preference is for full-speed adaptive cruise, keyless entry/start, and automatic parking (38%, 22%, and 20%, respectively). Older age groups are more pragmatic, with a higher preference for active safety systems and 360 panoramic images (55% vs. 43%).

■ Emerging intelligent configuration: in-car entertainment, young people's unique preference

In terms of emerging configurations, the top three configurations preferred by overall users are mobile App remote control, AR-HUD navigation, and A-pillar/chassis perspective image, accounting for more than 35%, and high-precision map ranks fourth. Although many users currently rely heavily on mobile phones for navigation, with the continuous improvement of on-board high-precision maps, user satisfaction has been improved. The importance of sophisticated maps is also growing.

From a generational point of view, older users have a higher preference for high-precision maps and vehicle intelligent summoning than other groups, while young people are more interested in in-car entertainment functions, such as passenger entertainment screens and vehicle light field screens, accounting for 15% and 12% of the total.