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Huawei'S Automobile Dream: How To Become "Bosch" In The Era Of Intelligent Automobile

2020/9/26 8:56:00 0

AutomobileAutomobileTimes

After the first appearance of Shanghai auto show in 2019 in the auto industry, Huawei once again stands in the center of the top domestic auto show. At the 2020 Beijing International Auto Show, which opened on September 26, Huawei set up a separate stand once again.

Compared with a year ago when it showed its future plans with "ppt" and proposed to be an "automobile incremental parts supplier", Huawei has demonstrated a clearer logic of automobile business layout this year. Most of the plans put forward a year ago have already achieved results. At the same time, Huawei also released several new products at the auto show.

"The three domain controllers and the three operating systems (HOS, AOS, VOS) that we mentioned last year can be taken out. From last year to this year, what we proposed to do and what we were doing in April last year can be put out in kind or displayed. Next, we plan to load all these things into the car by the beginning of 2022. This is the rhythm of Huawei. " On September 25, Xu Zhijun, chairman of Huawei's rotating chairman, said in an interview with the reporter of the 21st century economic report.

The huge business prospect of smart cars is regarded as a new growth pole in the future by Huawei, and it has invested a lot of money to absorb talents.

On May 29, 2019, Huawei officially established the intelligent vehicle solution bu (hereinafter referred to as vehicle BU) to implement the strategy of intelligent connected vehicle. Since then, Huawei's automotive business, which has been deployed for many years, has been integrated into an independent department and upgraded to the same status as the three BGS. Wang Jun, President of Huawei's intelligent vehicle solution Bu, told the 21st century economic report that the total number of employees in the car Bu Department has exceeded 4000.

At present, Xu Bu's investment in intelligent automobile is not more than 500 million US dollars.

"In the short term, we have not considered the profit problem of Bu department. The auto industry is regular, and we are patient with it. Although the investment is huge, we see this as an opportunity. If we seize this opportunity, the future profits for the company will be huge. " Xu Zhijun said.

It can be seen that Huawei is deeply integrated into the automotive industry. What Huawei wants to do almost covers several key technologies of smart cars in the future. Huawei hopes to play an important role in the restructuring of the automobile industry brought about by the "new four modernizations". In just over a year, Huawei's ambition has been felt both inside and outside the automotive industry.

Extensive business layout

Huawei has repeatedly stressed that it "does not build cars" but acts as a supplier in the industry. However, since Huawei started its efforts in the automotive industry, the outside world is quite concerned about what Huawei's auto business is going to do and what it doesn't do.

According to the information provided by Huawei's Bu, Huawei's Bu is positioned as an incremental component supplier for intelligent networked vehicles, providing incremental components for automotive enterprises in the fields of intelligent driving, intelligent cockpit, intelligent electric, intelligent networking, cloud service, etc. An employee of Huawei's Bu told the 21st century economic report that the first four areas are mainly products combining software and hardware, while the cloud product department of intelligent vehicles is more inclined to software products.

At present, Huawei's layout in the automotive industry is very extensive. On September 25, Huawei held the Huawei intelligent vehicle solution ecological forum in Beijing. Huawei introduced its progress and development logic in intelligent driving, intelligent cockpit and cloud service.

The layout of Huawei's intelligent driving field is mainly to provide the underlying core technology for research and development of automatic driving. Huawei mainly builds hardware platform and operating system for automatic driving, which is developed by third-party partners. Ocus and AOC are the cooperative platforms of Huawei ocus and AOC to accelerate the operation. On September 25, Huawei released two new products, one is the MDC 210, which provides computing power for L2 + automatic driving, and the other is MDC 610, which can provide computing power for L3 and L4 automatic driving vehicles.

Picture vision China

Therefore, the whole field of intelligent car is built based on the intelligent cockpit. In terms of logic, Huawei and Tencent are similar in terms of logic in terms of car networking and cockpit.

Huawei's intelligent car cloud service is based on big data and AI capabilities, providing auto driving cloud service, high-precision map cloud service, Internet of vehicles cloud service and v2x cloud service. In addition, Huawei's battery safety model and battery life management are integrated.

The main layout of Huawei's automotive business covers the most core competitive areas in the future of the automotive industry, such as automatic driving, Internet of vehicles, cloud services, etc., instead of focusing more on one of these areas by enterprises such as bat.

Xu Zhijun said that the reason for the wide layout is based on the support provided by Huawei's technology accumulation over the years. "Every business we're involved in is related to the company's previous business. Although there are a lot of them, they are all based on the extension of a certain industry in the field of automobile industry. For Huawei, our entry into the field of intelligent networked vehicles is an extension of the technologies previously re invested in the automotive field to adapt to the scenario of intelligent networked vehicles. " Xu Zhijun said.

Such a complex business direction, it is difficult to achieve enough success in each. Moreover, no one can make a 100% accurate judgment on the future business prospects of smart cars. For Huawei, which has recently set foot in the automotive industry, a broader layout will provide more opportunities and room for trial and error. In these areas, Huawei may choose to increase investment in some parts in the future to obtain a higher possibility of success.

Based on the identity positioning of suppliers, Huawei's business model in the automotive industry is mainly 2B. Although Huawei has a comprehensive layout, in order to achieve higher cooperative benefits with automobile enterprises, Huawei's technology in the automotive field is not packaged for sale, but can be flexibly matched or combined according to the actual needs of automobile enterprises and partners.

"We build a platform and hope that we can develop products based on the platform. In the future, different car companies will have different choices based on their own capabilities and strategies. Some will choose the operating system, some may only choose our hardware, and some will make their own. However, we have provided them with different choices. " Xu Zhijun told the 21st century economic reporter.

He also told reporters in the 21st century economic report that Huawei's Bu is building some brand-new business models with its partners, rather than the previous simple business model. Software plays an important role in the intelligent vehicle. In the process of software iterative development, the value is reflected in the use. The traditional business model will no longer be suitable. Only by opening up a new business model can we cope with the future development of intelligent vehicles.

Be Bosch in the era of intelligent car?

Zheng Yun, global senior partner of Roland Berger and vice president of Greater China, told 21st century economic report that Huawei, as a leading technology company in China, has its own strength and core advantages. If it enters the automobile industry, it has the opportunity to stand out. Its existing business capabilities are closely related to the future automatic driving and digital application of vehicles.

There are different views on Huawei's entry into the automotive industry. Enterprises in the automobile industry chain have different attitudes.

For China's local automobile enterprises, Huawei and other Chinese ICT enterprises with strong technical strength enter the field of intelligent vehicles, which can create new opportunities for Chinese domestic automobile enterprises in the "new four modernizations" of the global automobile industry.

Of course, the layout of ICT enterprises such as Huawei will bring "anxiety" to the parts giants who master many core technologies in the traditional automobile industry in the era of intelligent automobile software defining automobiles.

Some people believe that in the era of smart cars, Huawei may become a giant in the automobile supply chain like Bosch. Of course, traditional auto parts enterprises and vehicle enterprises are striving to improve the development of automotive software to adapt to the trend of the times.

Huawei has many competitors in the automotive field. In addition to traditional auto parts enterprises such as Bosch, Internet giants will also be their important competitors. Both Google and bat in China have overlapping parts in the automobile field.

Platform and ecology, empowerment and cooperation are almost the slogans for giants to cross-border into the automotive field. The strategy similarity of each enterprise is very high, and the competition is also very fierce. In a certain sense, compared with bat, which has already laid out automobiles in depth, Huawei is a "newcomer" and is still in the stage of customer accumulation.

At present, most car companies are more open to cross-border cooperation. Many car companies cooperate with different Internet companies and enter into different alliances. In this process, through the cooperation with different vehicles, to find their own development direction.

For all participants in the industry, it is still too early to discuss who can dominate the smart car in the future, but the competition in the future will certainly become white hot.

However, for Huawei, which is still in its infancy, its frequent appearance in the domestic automobile industry conveys the key message that it hopes to establish cooperation with more manufacturers and enhance its position in the automotive industry.

Although Huawei's Bu has caused a stir in the industry since its establishment only one year ago, Huawei's auto business is far from the payback period. As Xu Zhijun said, we should respect the investment law of the automobile industry and be patient with the automobile industry. If we seize the opportunity, the automobile will create huge profits for Huawei in the future.

 

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