In Apr. this year, SAIC-GM-Wuling (SGMW) officially launched its new brand, New Baojun, inheriting the “Young, Hi-tech, Intelligent and Connected” DNA. In Sep., RC-6 and RM-5, the first two models of New Baojun, were officially launched in Chengdu. They were built on the “R” platform of Baojun, and equipped with the Qing Mobile IoV technology jointly developed by New Baojun and PATEO, thereby turning a mobile phone into an IVI.
Only a month later, RS-3, a small SUV of New Baojun, was officially launched in Shijiazhuang, with the price range of CNY 71,800-89,800. In the meantime, New Baojun also released a new IoV version at the event, the updated and iterated version 1.5 of New Baojun intelligent connectivity system, which is equipped on the RS-3 upon its launch. It is reported that the new IoV version will also be simultaneously pushed to RC-6 and RM-5.
From the launch of the new brand, to the release of the second, the third, and even the fourth products, as well as the new update of the intelligent connectivity system, it took New Baojun only 6 months or so. Such a fast iterative update wouldn’t have been possible without SGMW’s accurate grasp of the future trend and the consumption market.
At the same time, in the current context of seriously homogenized automotive products, only by proactively grasping such cutting-edge technologies as 5G, autonomous driving and big data, and taking intelligent connectivity as the breakthrough point to create differential competitive advantages, can the New Baojun brand stand out from the fierce market competition.
Changes Brought About by New Baojun IoV
During the “Create a New Mobility Life” Summit Forum and offline experience event held in this Jul., New Baojun elaborated on its layout in the IoV.
It has been introduced that the IoV equipped on New Baojun is the portable IoV technology jointly developed with PATEO, and the one equipped on RC-6 and RM-5 is the version 2.0 of the Qing Mobile IoV, i.e., the Qing AI 2.0.
It is understood that the Qing Mobile IoV system connects the user's mobile phone with the car by installing the PATEO OS cloud on the former. What’s different from the smartphone mirroring systems such as the Apple CarPlay is that the system is able to fully load the cell phone app ecosystem that the user is accustomed to into the car, including WeChat, map navigation and video software. This means that the Internet application ecosystem that the user installs on the car no longer needs to be separated from the cell phone app ecosystem that they are used to.
The evolved version of the AI 2.0 is optimized to address the six major problems with the current IVI system, i.e., being overly polite, being mechanical, being dilatory, being retarded, requiring shouting and bad hearing, so that it is able to support the global wakeup free feature & at-will interruption in main interaction scenarios, meet the requirement for lengthy voice content input by fast-speaking users, memorize and quickly match frequent contacts, complete multiple-step input during one round of interaction, pick up soft sound and surpass the human ear in noisy environment, etc.
According to Ken (Yilun) Ying, Chairman of PATEO, the Qing AI 2.0 is the first product in history that is able to communicate with voice like a human being, boasting a speed 20 times faster than that of the IoV products for luxury vehicles and completely surpassing that of the smartphone experience. It can be said that owing to it, the ultimate IoV experience delivered by New Baojun is able to seckill that of many luxury brand models in the market.
It is well-known in the industry that there is a “weird phenomenon” in the automotive industry, i.e., automakers and IoV companies are very keen on telling how powerful their IoV technology is; however, when it comes to the user level, it is still difficult to change the mobile phone-dominated driving status in the car.
Then, after being equipped and running on New Baojun for only more than 40 days, how has the Qing Mobile IoV been performing?
According to the data provided by New Baojun, the New Baojun intelligent connectivity system has realized remote control of turning on the AC for 62,506 times, completed 60,000 comfortable trips for the user, and allowed the user to use voice command feature to play music for 802,765 times. After the user gets into the car, the system can automatically play their favorite song list.
In addition, the user has used voice feature to send 42,259 WeChat messages; the Collision Avoidance System has been activated for 1,066 times, meaning saving more than CNY 1 million car repair costs for the user; the ACC (Adaptive Cruise Control) has been running for a total of 28,787 hours, covering a safe driving distance equivalent to 43 laps around the equator; the TSW (Traffic Sign Warning has issued 11,173 alerts, equivalent to an exemption of 20,000 demerit points for traffic violations for the user; and the LKA (Lane Keeping Assist) has been involved for 554,169 times to save the driver from drowsiness.
Besides, with regard to the usage count of the IoV, the daily average IoV usage per vehicle increased by 134% during the period of Sept. and Oct.; in Oct., 82% of the users used the intelligent drive feature on a daily basis; and the daily average proportion of intelligent drive use increased by 69% from Sep. to Oct.
In view of this, it is not difficult for us to see that compared to the intelligent connectivity system of other brands, New Baojun has already set out to create a new mobility life for its users; moreover, its intelligent connectivity technology is not changeless, but will continually grow and evolve with technological development.
New Update from V1.0 to V1.5
At this launch event, in addition to the price of the new RS-3, the most important focus is the all-new version 1.5 IoV of New Baojun.
As is known in the industry, the traditional automotive industry has a very long industrial cycle. It usually takes 3-5 years to update the HU, and 12 months to update the major OS version, but only 3-6 months for the car manufacturing newcomers to update the system.
Since the official launch of the New Baojun intelligent connectivity system in this Sep., it has ushered in a major functional update in just over a month. The reason why its iteration speed is so fast is that it controls the entire IVI system by leveraging the computing power of the mobile phone in version 1.0, so that the IVI boot speed is 100 times that of the traditional IVI, while the computing speed is also increased by 20 times, with a faster system update and iteration guaranteed at the same time.
Besides, the version 1.0 also replaces the car key with the mobile phone Bluetooth key, so that the user can unlock, start, and remotely control the vehicle through the mobile phone. At the same time, the owner can also share the key with family members, friends and so on.
With regard to the intelligent and connected vehicles (ICVs), what concerns the user the most is data security. As a response, relevant person in charge of New Baojun revealed that the intelligent connectivity system of New Baojun saves all user data on their mobile phones, without touching the account, the interface and the data, while generating no residual data.
In terms of voice interaction, as said above, the AI-empowered voice of New Baojun is able to understand the complex human language, and allows for at-will interruptions. It also adopts the hardware-level AI-based intelligent noise reduction, so that the IVI system is able to pick up voice commands in an environment with noise level = 85dB and finish recognition within seconds, of which the accuracy rate reaches up to over 95%.
If we say that the version 1.0 of the New Baojun intelligent connectivity provides the user with the basic features of voice interaction, navigation, mobile phone key and the like, then the version 1.5 of the IoV comprehensively enhances the user's in-vehicle interactive experience from five aspects.
In terms of in-vehicle connectivity, the traditional mobile phone and IVI need to be connected through a cable, while the version 1.5 is able to realize wireless connectivity between them. Both front-seat and rear-seat passengers are allowed to share and use the fantastic contents and abundant Apps on their mobile phones via wireless screen mirroring.
In terms of searching and sharing information, for example, when we are looking for a place to eat, we used to find it from Dianping or other Apps, then manually enter the address on the IVI before navigating to the corresponding restaurant. The new intelligent connectivity system of New Baojun eliminates the need to manually enter the address, but is able to directly synchronize, through the cell phone, the location information for eating, drinking and entertaining onto the IVI for adding to Favorites or navigation.
In terms of data and App sharing between the vehicle and the mobile phone, after the update, New Baojun allows for interconnection between the WeChat App on the IVI and the mobile phone, so that the user can send the location information on the IVI to the mobile phone WeChat by voice, which not only allows the user to check in with their family at any time, but is also very suitable for group self-drive tours; no matter it is a group discussion of destination, route selection and mutual location sharing, or adding information from Dianping, Meituan and Ctrip to Favorites and navigation based on that, everything can be done in one group.
In terms of in-vehicle instant messaging (IM), New Baojun has realized the feature of sending and receiving WeChat voice messages in the car for the first time, and settled the communication problem caused by dialect or substandard Mandarin. In addition, New Baojun has also developed the feature for sending long WeChat text messages intelligently, which allows the user to say a long paragraph at one go and send it directly, eliminating the cumbersome steps of pausing & waiting, inquiring and reconfirming, thus realizing the all-at-once experience.
In terms of the way of interaction between human, vehicle and mobile phone, the version 1.5 intelligent connectivity system of New Baojun allows the user to snatch WeChat red packets in the car via 100% voice interaction; also, no matter where you are, you can use the reservation feature to schedule via the phone a time accurate to the minute for the vehicle’s A/C to turn on; and, for important trip arrangements that you fear you might forget, you can also specify any date in the future to schedule the A/C to turn on.
It is worth noting that unlike the bundled family bucket, the New Baojun intelligent connectivity allows the user to use their favorite Apps at will. Apart from the common navigation and music, other Apps that the user is accustomed to using in their daily lives, such as social networking, shopping, video, and even games, can be added freely, without “sectarian bias”.
Besides, the New Baojun intelligent connectivity also comes with the personal cloud service feature. Through data sharing in the cloud, any New Baojun can be turned into a vehicle that’s familiar to the user. Features including seat memory, driving mode settings, favorite songs and navigation history can all be synchronized in an instant, so that the user is able to seamlessly switch between any New Baojun vehicles.
It is learned that it was announced at the launch event that the new version 1.5 of the New Baojun intelligent connectivity has been officially released with the new vehicle model. Apart from the above-mentioned features, it brings as many as 100-plus black technologies as well as functional optimizations and upgrades.
These upgrades can not only meet the daily needs of the user, but also satisfy the new generations (Generations X, Y, etc.,), such as the tech freaks and mobile phone geeks. Moreover, in the view of New Baojun, the era for female drivers and female engineers has already come. Therefore, for the rise of women, it would like to resort to scientific and technological means to turn a novice female driver into a vehicle control expert in no time.
All New RS-3 – Meets the Differentiated Demands of Young People
For RS-3, intelligent connectivity is its biggest advantage for diversified competition in the market, while the intelligent driving system it is equipped with becomes its complementary competitive advantage.
Furthermore, it offers a multitude of intelligent security equipment: with the "intelligent audio-visual integration" solution, the detection capabilities of this intelligent vehicle (IV) are improved by five times; with the Bosch millimeter-wave radar, the detection distance is extended to 160 meters, and the detection angle to 90 degrees; also, with the Bosch high resolution optical camera, the detection range even reaches up to 120 meters.
Based on this, it is able to provide intelligent assistance and protection in a diversity of scenarios in the user’s daily driving, thus effectively reducing the probability of hazardous driving and the traffic violations caused by negligence, and bringing the user a safer, easier and more enjoyable drive / ride experience.
Of course, apart from the IoV and the intelligent driving systems, it also spares no effort in product differentiation by addressing the needs of the young consumer group.
Its exterior, among others, is designed on the basis of the new generation family design concept, the "interstellar geometry", adopting a dynamic three-section waist design that makes it sportier, while the personalized design of color printing using several overlaid images is more likely to gain the favor of the younger group.
The interior also adopts a sporty cockpit design with a high-tech feel. Through the integrated sport seats, multi-color ambient lighting, wireless charging and other details, it creates a sense of technology, intelligence and warmth for young people.
With regard to the powertrain system, it is equipped with the 1.5L naturally aspirated engine (Model: L2B) and the 1.2T turbocharged engine (Model: 245T), with the maximum power of 105 and 131 HP (horsepower) respectively, and coupled with a CVT (continuously variable transmission) driveline.
For this, New Baojun revealed that after the RS-3 enters the market, it will form a core competency with the combination of the mobile phone-based New Baojun IoV, and the intelligent active safety & driver assistance features, while taking the gorgeous exterior together with the hi-tech and sporty interior as differentiation advantages, to capture the young consumer market segment in tier 2, 3 & 4 cities and towns, and also to establish a young brand image for New Baojun.
Conclusion by Cheyun.com:
As a new brand, New Baojun has its intelligent connectivity DNA deeply rooted in the brand ever since it was born, while the successive launch of new products will continue to fortify its brand foundation.
At present, no matter the Banma system led by Alibaba, or the GKUI developed by ECARX under Geely, or the Phoenix Auto Intelligence (a JV of Tencent), none of the IoV systems they have developed have yet reached real perfection when it comes to user experience, thus giving New Baojun the opportunity to "make a breakthrough against adversity".
New Baojun has been established for only a very short period of time, so its accumulation of experience in the R&D of IoV technology may not be as profound as that of other companies, but as a partner of New Baojun, PATEO has been cultivating the industry deeply and intensively for many years, and the Qing Mobile IoV system it has developed is even able to break the awkward situation in the current IoV market at the user level.
Based on this, it is not difficult for us to see that by teaming up with PATEO, New Baojun is setting off a connectivity revolution with its unique differential advantages in intelligent connectivity. At the same time, in the cold winter of the auto market, the New Baojun brand is bound to take this as a basis for surviving the winter and ushering in the summer through continuous exploration and in-depth exploitation of the cutting-edge intelligent connectivity technologies.