The international management consulting firm Kearney United Automotive Data Factory released the first automotive intelligent index rankings, ranking the current intelligence level of each car brand. Mercedes-Benz, Volvo, BMW, Cadillac and Audi have the highest intelligence index in the top five. Roewe and Geely rank among the highest in economic brands. The level of intelligence has exceeded the joint venture's mid-range brand and close to high-end brands.
For the first time, the list evaluates the intelligence level of the car from the daily demand scene of consumers, and combines the automotive data industry workshop of the automobile industry professional big data analysis company to collect the scene demand of Chinese consumers for smart cars, and use the big data analysis technology to The current functions of the car brand are matched with the functions required to achieve the scene requirements, thus obtaining the intelligent index of each brand.
The list reveals the gap between the current automotive products and the actual needs of consumers, and points out the need for improvement in the intelligentization of automobile brands. It also provides a valuable reference for consumers who value automotive intelligence. Suggest.
The list lasted 6 months. By analyzing more than 900,000 user product reviews, 20 million effective news reviews, and 30 million effective forum comments, the smart index and ranking of 20 mainstream car brands produced in China are as follows:
Through this ranking, we found that:
· Many intelligent consumer needs have not been met, and the application of automotive intelligent applications is promising: From the current evaluation results, Mercedes-Benz ranks highest among all brands, its intelligent index is 44.5, and the average of all brands' intelligent index Only 24.1. Whether it is from the best score or the average score, there is still a big gap compared with the ideal 100. This shows that improving the level of intelligence of the car has a lot of room for all car brands.
· The advantages of high-end brand intelligence level are obvious: the intelligent indexes of the five luxury car brands such as Mercedes-Benz, Volvo, BMW, Cadillac and Audi are ranked in the top five of the 20 participating brands, and the average value of the high-end brand group is also 35.7. The average is 16.7 higher than the mid-range brand group and the average of the economic brand group is 20.8. This is inseparable from the brand positioning of high-end brands, forward-looking research on user needs, continuous technical accumulation, and high cost tolerance.
· China's own brands have won strong, and the level of intelligence has exceeded the joint venture's mid-range brand. Some of them are close to high-end brands: As the two highest-ranking brands in economic brands, Roewe and Geely's intelligent indexes are 31.3 and 31.0, respectively. Both were higher than the 24.0 of Buick, the highest ranked mid-range brand group. This aspect shows that China's own brands have achieved good results in the field of smart cars in recent years. On the other hand, it shows that Chinese independent brands are using smart technology to explore opportunities for brand breakthroughs. Its main success factors are: China's own brands use China's advantages in e-commerce, IT, product development and innovation to deepen the local market and have a deep understanding of the needs of local consumers. This is also an important means for the breakthrough of the brand power of China's own brands in the future.
· Brand positioning has a certain correlation with the intelligent index, but it is likely to be broken: overall, with the improvement of brand positioning, the brand's mainstream products are also highly intelligent, reflecting a positive correlation. But the future is likely to be broken. This is closely related to the development strategy of different brands.
The core technology driving force for the development of intelligent technology is software technology, which is different from the traditional automotive industry mainly relying on hardware technology. Software technology has the characteristics of rapid iterative development and low marginal cost. In the era of smart cars in the future, changes in the industry's technology drivers will inevitably reshape the auto industry landscape. Therefore, Chinese auto brands are very likely to achieve significant development in the future smart car era.
“Although the degree of intelligence of each brand is different, in general, the current development of automotive intelligentization is in its infancy. The rapid development of automotive intelligent technology, it is expected that the truly widespread commercial application of intelligent vehicles will be around 2025.†Xu Jian, a partner of Kearney and the head of the automotive industry, said, “Each auto company should proceed from the needs of users, taking into account brand positioning, technology accumulation and cost control, and formulating an intelligent technology development strategy that is most suitable for its own development goals. The intelligent era has won the market."
“For a brand with a smart index that is significantly higher or lower than similar brands, the strategic vision is very important for corporate strategy decisions,†said Liu Xiaoming, director of Kearney. “So, in terms of intelligent decision-making, auto companies must It is based on the company's long-term brand and digital development strategy, and develops appropriate intelligent development plans to ensure implementation."
“The uniqueness of the automobile intelligent index ranking is that it is no longer limited to the evaluation of the vehicle's functional parameters, but based on the daily needs of consumers, collecting and analyzing the scene requirements through big data to obtain the automobile brand. The intelligent index, which means that 'consumer-centric' Internet thinking has replaced the 'product-centric' traditional thinking model." Zhang Xiaoliang, co-founder of Automotive Data Workshop added.
Consumers' demand for smart car scenes is constantly changing. Therefore, this list will continue to track the intelligent performance of mainstream products of various brands and carry out regular dynamic updates to provide targeted planning for each car brand. Develop intelligent technology reference. For the auto OEM, the intelligent index ranking result is only a “fixed targetâ€. Only by targeting the “mobile target†of user demand for new product and new technology development, can we create a high intelligence that truly meets the needs of users in the future. car.
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