It is not new for mobile phones to be connected to the car machine, but it is the first in the industry to be compatible with OPPO, vivo, and Xiaomi at the same time.
On August 25, at the 2023 Chengdu International Auto Show, Feifan Automobile officially released the industry's first car integration solution that breaks the boundaries of mobile phone brands - Feifan** cockpit digital ecology, which supports the high-speed and non-inductive integration of OPPO, vivo, Xiaomi and other brands of mobile phones and car machines, presenting users with a new upgrade of extreme intelligence and comfort.
At the same time, Feifan Auto also released user rights: Feifan F7 "Limited Huge Discount Season" time-limited policy nationwide, the price of the existing car will be reduced by up to 20,000 yuan, and the optional car will be reduced by up to 12,000 yuan. At the Chengdu Auto Show, you can also have the opportunity to become an advanced premium user of OPPO's flagship mobile phone, Find N3 Flip, and enjoy multiple values and advanced wisdom.
While upgrading products, increasing rights and interests is a typical practice of "value war". As we all know, the first war in the car market has been in dire straits, but the first war is a double-edged sword, lower ** may expand sales, but enterprises are also under pressure, once the market does not grow as expected, corporate profits are reduced, not to mention, it will also affect the brand power, and the brand positioning is lower, and there is no going back in consumer psychology.
Therefore, second- and third-rate enterprises fight the best war, while first-class enterprises fight the value war. However, the value war requires confidence, and the confidence comes from the technology, resources and cards that the enterprise has at the right time.
The launch of Feifan's "value war" also marks that the competition between car companies will enter a new stage. A real contest between the "powerful factions" began.
The joint two-year achievement of the commanding heights of the integration of the car machine and the mobile phone
Feifan's intelligent interconnection technology is a bold industrial innovation, breaking the barrier of cross-terminal collaboration between the existing car machine and mobile phone, so that the car does not need to replace the car machine system, and the user does not need to change the mobile phone, so that the seamless flow between the two terminals can be realized. Wu Bing, CEO of Feifan Automobile, said that the ability to call the car through the mobile phone, and the function of the mobile phone can also be called through the car, and the two super terminals complement each other, which will be a leap.
Wu Henggang, vice president of OPPO, said: "With the gradual deepening of the trend of intelligent automobiles, the service scenarios carried by automobiles are increasing day by dayThe car is not only a simple means of transportation, but also the core scenario for intelligent integration between multiple intelligent terminals. At the same time, users' demands for cross-industry integration of mobile phones and automobiles are also increasing rapidlyTherefore, the integration of vehicles and machines has become an important direction in the field of smart travel. ”
Wu Bing (right), CEO of Feifan Automobile, and Wu Henggang (left), Vice President of OPPO, took a group photo in Feifan F7 to show the results of joint research and development.
In fact, OPPO and SAIC have joined forces to create this industry standard since 2 years ago. Now it has officially landed in the Feifan** cockpit ecosystem, and can be connected to vivo Xiaomi, becoming the first mutual integration solution to break the cross-terminal collaboration between the car machine and the mobile phone.
It is reported that the Feifan Jizhi interconnection technology can successfully call the chip computing power of the intelligent terminal and the 8155 chip computing power carried by the Feifan ** cockpit through the double-end system-level integration, break through the ceiling of the computing power of the smart cabin with software, and further stimulate the hardware advantages of the Feifan Rising Max 3+1 screen master, and create a comfortable experience for users that continues to evolve.
The digital ecosystem of the Feifan** cockpit based on the Feifan Jizhi interconnection technology will be officially pushed to users in the fourth quarter of this year, and it will be compatible with more diverse operating systems and intelligent terminals in the future, so that comfort is no longer limited. It can be said that this is not only an advancement, but also a "new model" for the integration of smart cars and smartphones.
In fact, mobile phone projection has been around for a long time, and the traditional projection interactive software can be regarded as the first generation of car machine and mobile phone interconnection system, mainly represented by carplay, carlife, etc., but with the rapid development of smart cars and the strong growth of interconnection demand, the incremental scale of this kind of software has shown a downward trend, even if it is a joint venture brand with lagging intelligence, many have begun to choose to give up this technical route.
After that, there were deep integration solutions, which can be divided into two categories according to the different leading players: the first is that mobile phone manufacturers will expand the system to the car: Huawei's HarmonyOS system car machine. Second, auto OEMs are involved in the mobile phone business: NIO makes mobile phones, Geely acquires Meizu, etc.
However, the existing solutions in both categories currently have a common limitation - they are limited to the corresponding brand of mobile phones, which brings great inconvenience to the user experience.
The release of the digital ecology of the Feifan ** cockpit has further enriched the extremely intelligent and comfortable territory. Feifan F7 reshapes the value of products in both directions from products to car purchase rights.
It is understood that the three highlights of the digital ecology of the Feifan ** cockpit are "the strongest compatibility, multi-brand mobile phone terminal non-sense connection", "computing power superposition, breaking through the computing power ceiling of the smart cabin", "deep connection, using Xi to get on the car at will".
The digital ecology of the Feifan cockpit has opened up the data interaction between the two through the Feifan Jizhi interconnection technology, and the mobile phone application is generally integrated into the car machine desktop like the native car machine application, with intelligent adaptation of resolution, and the operation experience of the large screen of the car machine is silky and smooth. All circulation application accounts are consistent, and user preferences generated by big data are kept synchronous and forked to maximize user-friendly granularity.
In the in-car audio-visual entertainment scene, the Feifan cockpit digital ecology will add up to 8 ** applications and 3 audio applications for users, and users can freely choose applications such as Tencent, iQiyi, bilibili, Douyin, Kuaishou and Douyu live broadcast according to their own preferences, and comfortable viewing is no longer limited by the number of applications. In case of temporary office needs, the Feifan cockpit digital ecology also meets the needs of users, adding support for popular office and news applications such as Tencent Meeting, Feishu, and Toutiao, and opening up a president-level mobile office scene for users with the blessing of highly ergonomic and highly friendly seats and double-layer laminated silent privacy glass.
The key is to abandon the inherent consciousness of the brand standard and the equipment territory, and the soul of the Internet of Everything is open, which requires the definition of the interconnection and integration system, and it is necessary to jump out of the traditional master-slave thinking of simple replication of the advantageous position, and build an open community ecology for the car machine and mobile phone with the new ideas of equality and win-win and inclusiveness, which is also the soul of the Feifan Jizhi interactive system.
"Value war" Feifan grasps the "initiative".
Although the product was upgraded, Feifan took this opportunity to once again "roll" to the extreme. At the Chengdu Auto Show, Feifan Auto also announced the latest limited-time car purchase policy - Feifan F7 limited sale season up to 32,000 yuan.
The launch of the Feifan F7 limited edition season has made the F7 once again refresh the value label of the volume king, becoming the most valuable medium and large electric car in the 200,000 class.
Compared with the same level of electric sedan, for example, compared with the same replaceable NIO ET5, the minimum entry threshold of the two cars has a difference of more than 80,000 yuan, in other words, the Feifan F7 limited sale season saves consumers at least one battery.
For example, compared with the ZEEKR 001 that has just been adjusted, Feifan F7 has a difference of more than 50,000 yuan in the minimum entry threshold of the two cars on the basis of not losing at all in terms of product strength.
As the core competitor of Feifan F7, although the entry threshold of Feifan F7 BYD Han EV will be about 10,000 yuan higher. But Feifan F7's 5-meter length, 3-meter wheelbase, Rising MAX3+1 screen master experience, ** ergonomic seats, 3D vector sound effects, and 95% comprehensive vibration isolation rate;Using front double wishbones, rear 5-link suspension, 5-second 000 acceleration ability, two-and-a-half-minute fast battery swap experience, high-speed pilot intelligent driving ability covering 205 cities across the country, and the new ** cockpit digital ecology, the value brought by these products to users is far beyond the difference between the two cars.
It can be said that such a pricing strategy is more like a new round of value reshaping for F7 according to the competitive environment of the market segment in which it operates, rather than a simple follow-up price reduction.
In fact, as a mid-to-high-end brand of SAIC, Feifan has been taking the initiative of competition in its own hands all the way, and has flexibly adjusted according to the market situation.
As early as March this year, Feifan F7 was launched, relying on the same level of extremely intelligent and comfortable experience and competitive ** to maximize the value of the user, while winning the recognition of consumers, it was also crowned by the industry as the "volume king" image label.
The Chengdu Auto Show Feifan Auto launched the Feifan F7 limited edition season, which is our second round of value reshaping for the industry and the market segment, and it is to make the volume king roll up again.
"Powerful"to go further
To sum up the best war in full swing, one is forced to downgrade helplessly under market pressure, and the other is to respond to market demand, launch products that meet demand, and price according to consumers' psychological expectations, the latter is actually a "value war".
New energy intelligent vehicles are a new market, and the new market means that there is no traditional pricing thinking, which is why some products sell for 50,000 or 60,000 in the era of fuel vehicles, and the same new energy vehicles can be sold for hundreds of thousands.
Because consumers have no reference, consumers will pay for the "value" when they think it is important. Let consumers feel "value", one is to rely on verbal deception, and the other is to rely on the embodiment of strength. Of course, with the maturity of the market, there will be less and less room for survival by flickering, and then forced to lower the inflated **, which will make the already loss-making enterprises worse;The embodiment of the second strength is that on the basis of sufficient strength, car companies should adjust their products in response to market demand and market competition, such as increasing the price or reducing the price, but these are all opportunities to achieve consumer demand and resources that they can control.
Take Feifan Automobile, which is backed by SAIC, for example, the progress of technology is only the "accumulation" of technology accumulation in the early stage, not the accumulation of costs.
In fact, this is also a unique advantage of SAIC as a mid-to-high-end brand. The reason why Feifan Automobile has always been the "king of volumes" of the powerful faction is that the most important thing is to rely on the strength of the shareholders behind it.
In fact, as early as two years ago, SAIC Motor put building the "soul" of the enterprise on the agenda. At the 2020 shareholders' meeting, Chen Hong, chairman of SAIC, bluntly said that he would not let Huawei provide an overall solution for SAIC, but to build his own soul.
Practice has proved that this is also the most important ability for enterprises to enter the next stage of long-term development of competition. New energy intelligent vehicles into the second stage of competition, sacrificing corporate profits may not be able to win consumers, the automotive industry will enter the "knockout" stage, the early stage of only relying on capital survival and lack of strength, is likely to be eliminated because it can not hold on, and can accompany the growth of consumers, along the way to provide more value, in order to go further.
In fact, in addition to the fact that Feifan Automobile has become the "strongest brain" of its own brand car in the digital ecology of Feifan** cockpit, SAIC Motor also signed a memorandum of understanding with Audi not long ago to help Audi strengthen its "soul" by using the advantages of high-end electric intelligent networking.