Volkswagen: Vigorously promote the automatic driving digitalization is gradually introduced into the existing production models

At the beginning of 2018, the Volkswagen Group Asia Future Center was completed in Beijing. As an important layout of the mass digital transformation strategy, the center undertakes the function of “insight of future mobile travel needs and building forward-looking solutions”. At the just-opened Beijing International Auto Show, Volkswagen Group CEO Dr. Diss announced that in China, by 2022, Volkswagen and joint venture partners will directly invest in electric vehicles, autonomous driving , digital and new mobile travel services. 15 billion euros.

Is it big? In the past, you may have a hard time imagining that a traditional car company will put money on these unskilled technology ecosystems. But as described in a report released by McKinsey in 2016, when the automotive industry is gradually being influenced by trends such as electrification and intelligence, any embarrassment or inaction may lead to being left behind by competitors. Therefore, for the Volkswagen Group, the innovation of fuel car technology is not enough to maintain its leading position, and vigorously promote the industrial layout of digitalization, electrification and intelligent travel, is the new posture to win the future.

Johann Jungwirth, Chief Digital Officer, Volkswagen Group

Xiaobian was fortunate to have talked with Mr. Johann Jungwirth, the chief digital officer of Volkswagen Group, during the auto show, and discussed in depth the current progress of the Volkswagen Group in the digital field, the challenges and opportunities for digital transformation, and future travel.

Create mobile travel solutions that serve different groups

Before answering media questions, Johann Jungwirth first explained his views on the “future”. He believes that a good mobile travel solution should be accessible to different groups of people around the world (elderly, children, patients, blind people, etc.), and the key to achieving this vision, the Volkswagen Group mainly focuses on autonomous driving. Research and development of electric vehicles. For example, on the eve of the Geneva Motor Show last year, Volkswagen launched a SEDRIC concept car. In the future, it can be customized according to different purposes to meet the needs of different consumers.

Volkswagen SEDRIC self-driving pure electric concept car

He also talked about the newly completed Asian Future Center. Currently, Asia Future Center has three teams dedicated to automotive design, user experience design and future mobile travel concepts. The three teams work together to proactively understand the habits of Chinese customers, ensuring that they can design products that fit the Chinese market and meet the needs of Chinese consumers.

In addition to Asia's future center, Volkswagen China has also established Mobility Asia, which focuses on mobile travel solutions and mobile travel services. Among them, a joint venture company was set up to go out and ask questions to develop a mobile travel solution based on artificial intelligence technology. At the same time, Volkswagen and Shouqi Group also have in-depth cooperation in the time-sharing field. In the future, they also hope to discuss the development of the network car service with Didi Travel, and incorporate SEDRIC into the travel network layout of Didi Travel.

However, Jungwirth also pointed out that in order to make travel solutions based on SEDRIC become a reality in China and around the world, from the perspective of the entire business value chain, it is best to work on the following five levels:

1. Gradually improve the development of automated driving systems. Volkswagen and Audi are cooperating in research and development of related technologies, and also introduced the technology and philosophy of Silicon Valley startup Aurora. At the same time, in the evaluation of cooperation with some Chinese companies, including Baidu, etc., actively seek new partners;

2. I hope that SEDRIC will operate according to the brand's thinking, so we will prepare for design, R&D, manufacturing and final mass production;

3. Regarding the operation and management of the fleet, it will make full use of the cooperation with the First Automobile Group;

4. Launching mobile travel services including online car rental and shared car rental through cooperation with travel platforms such as Didi;

5. At the content level, how the joint BAT study provides content that meets the needs, such as accurate advertising.

Digital transformation results are gradually being introduced into existing production models

Now that everyone is talking about digitalization, what practical benefits can the digital transformation of traditional car companies bring to consumers? In response to this problem, Jungwirth said that it is mainly reflected in four aspects:

1. Smart mobile travel service;

2. Establish a digital customer relationship. Based on a digital ID identity and a complete ecosystem, consumers can have a complete experience in different scenarios, from smart devices at home, smartphones to the entire automotive ecosystem, all with a complete digital experience. Whether it is the Volkswagen brand, Porsche or Audi. In the process, you can also add more content, such as programmatic advertising, marketing, customer relationship management, and some reward loyalty programs;

3. Digital products. This includes various services based on scenarios and content such as virtual reality, augmented reality, and artificial intelligence. Under such circumstances, it can help car companies to better understand customer needs and provide them with a variety of personalized experiences and services;

4. Digital enterprise. The internal processes of the group can be further optimized by means of deep learning algorithms, artificial intelligence, automation and other technologies, so that employees have a better working experience, so that digitalization will also become the characteristics and labels of the enterprise itself.

As for the digital results that Volkswagen has introduced on existing production models, Jungwirth said, “The first step is to hope to be connected. Some models currently use built-in interconnect systems, other possibilities. OBD equipment is needed to achieve this." He pointed out that once the interconnection goal is achieved, the second step is to make consumers have a better digital experience through the Internet.

After comparing different product solutions and conducting multiple user tests, Volkswagen wants to provide a digital smart companion to help improve the car life of consumers. For example, timely provide tire pressure abnormal information, remind the user to repair the vehicle or send information after the parking has not closed the window. The biggest feature of this system is the upgradeable and customized function, which provides differentiated services and content after fully understanding the scene-based user information.

Jungwirth also mentioned that because of his own inauguration before Apple, the simplicity of Apple products is highly respected. Therefore, he hopes that the future Volkswagen brand models can also follow this principle in the design and development of digital products, that is, while helping customers solve complex problems, it is easy to operate and use.

To solve network security problems from the bottom of the product

When the Internet of Vehicles began to emerge in the market, there may be concerns about the cybersecurity of cars in the industry. The two white hat hackers "invaded" Jeep, and the Chrysler official had to recall the expensive expenses of the involved models. It made consumers realize that digital networking can make the life of the car smarter, but also Brought such a high security risk. In response to this problem, Jungwirth stated that "the public is also paying close attention to issues related to car network security."

He believes that the ability to solve network security risks is crucial to the digital transformation of car companies. Two key factors are repeatedly emphasized by Jungwirth:

1. Digital Finance. This involves the use of user data, and the company should not handle this data without the customer's consent;

2. The ground floor design is to build a strong fortress. Volkswagen advocates security from the beginning of the design, in addition to the firewall, it will use other security solutions, such as encryption, physical isolation with Hypervisor and the construction of multiple redundant systems. This makes the system security high enough from the design level, greatly reducing the risk of being hacked.

And even in the event of an accident, physical barriers and stratification ensure that the core system (steering, braking, etc.) remains functional and does not harm the user and property. At the same time, the OTA system can also be used to repair the vulnerability in real time, just as it is convenient to patch the mobile phone system.

As early as 2016, Volkswagen Group has taken the lead in announcing the strategy of “transformation from manufacturers to mobile travel service providers”, which is the biggest change in the history of Volkswagen Group. In the past two years, perhaps everyone has seen the results of the digital transformation in the Volkswagen product array, whether it is the concept car, mobile APP, investment in mergers and acquisitions of startups, etc., which proves that the Wolfsburg players are in the orderly promotion. The future development of smart mobile travel services.

However, the transition from traditional mechanical technology to digital technology often depends on the support of public infrastructure and related policies, and now it is not an era of single-handedness. What kind of partners may be selected for a car manufacturer? It is also very crucial. In any case, I am looking forward to seeing more achievements in the mass digital strategy in the future.

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