What should traditional car makers learn from new car makers?

--"I am Lao Ren, I have something to say!"

--"I'm Da Ming, so I'll say what I have to say!"

An automotive talk show in which a virgin and a scorpion collide, with two venomous tongues talking about the industry's most in-thing.

Season 6, Issue 10 - What should traditional car companies learn from the new car makers?

When the best of the new car makers get through the hardest time and start to enter the stage of steady growth in share and gradual spread of product layout, we should perhaps re-examine the differences between the new car makers and the traditional car makers. Lao Ren and Daming will explain the conceptual innovation brought by the new car makers to the auto industry from three aspects: technology development, products, and sales and service, which will also serve as a reference for practitioners of traditional car makers.

The host of the program is:

Lao Ren, founder of Tong Jiren Auto Review

Da Ming, founder of Cars.com

The video link is as follows:

What should the traditional car makers learn from the new car makers?

Since the beginning of the era of large-scale mass production of automobiles, the updates around the automotive products have always been improved, but the new forces of cross-circle car-making are trying to subvert it, and give a completely different concept in the definition of the product and product design.

For example, the industry is discussing the "new four" CASE - Connected, Autonomous, Shared and Electric. The best practitioner of CASE - Connected, Autonomous, Shared and Electric - is Tesla.

So whether one admits it or not, Tesla is at the forefront of the industry in terms of vehicle-level OTA capability, intelligent assisted driving function and performance, three electric system level, and spontaneous formation of user circles. Moreover, many in the traditional car companies rely on suppliers to solve the problem, Tesla has done completely the underlying research and development in their own hands.

If this model is applied by more and more head of the car companies, not only will accelerate the automotive products since the Ford Model T another innovation, but also will lead to industry-wide vehicle manufacturers, parts suppliers, dealers, service providers and other chain links to change the relationship.

The huge inherent system and the inertia of a century of thinking, so that the traditional car companies have always been around some of the stereotypes to develop, the process will also produce innovation, but the basic process and way of thinking has not changed.

But the outsiders may be thinking in a different direction. Still using Tesla as an example, one of the things that Tesla has been doing behind the product and technology level of innovation is manufacturing level of innovation, or what it calls re-inventing automobile manufacturing.

It's basic idea is to minimize and reminimize. Fewer body parts, fewer interior elements, fewer electrical harnesses, fewer manufacturing processes. This thinking is in fact universally recognized in the automotive industry today, and has influenced the product design of many brands, whether they are centuries old or not.

The entire auto industry is beginning to put new retailing and new services at a very high level, and this is the result of being guided by the new car-making forces.

Traditional automobile enterprises are more to export brand value to users, while the new car-making forces are more concerned about creating brand value with users***. Whether it is Tesla's unique two-person sales model to significantly increase the conversion rate, or Azalea's excellent reputation for service quality, or new car-making forces are generally in the dismantling of the original 4S store functional attributes, we are all exploring new user relationship cultivation, purely automotive transactions into the operation of the user, and the user to be a friend, so that the user and the brand **** with the growth.

So, although the new car-making forces have a variety of sources of the start-up team, but they are really in the automotive industry to inject new ideas for the industry as a whole to play the role of a catalyst for change, which is exactly the automotive industry after a hundred years has produced forward inertia needed.

When the general direction is determined, the boundaries between the new car-making forces and the traditional car companies will become increasingly blurred, and consumers will not look at the new car-making forces differently, nor will they be kidnapped by the brand because of who is a century-old store. New car-making forces are trying their best to integrate into the mainstream, while traditional car companies are trying their best to cross the stereotypes.

This article comes from the author of the automobile home car family number, does not represent the views of the automobile home position.