As the key location for intelligent driving, the Advanced Driver Assistance System (ADAS) has become a new battleground for major technology giants and startups. In this area, Mobileye has formed an oligopoly. After more than ten years of research and development, the Israeli company, which was founded in 1999, uses a single-head camera with sensors and unique algorithms to simultaneously implement multiple road detection applications, which greatly simplifies equipment installation and greatly reduces costs. This unique technology has quickly captured more than 70% of the global market share of car safety driving systems.
Recently, Su Shuping, general manager of Mobileye China, accepted an interview to analyze the Mobileye technology path and the development process in the Chinese market. She said that the current key goal is to promote the rapid spread of ADAS products in the Chinese market, and it is expected that the sales volume will be in the order of millions in the next three years. In the autopilot layout, Mobileye will launch the EyeQ5 engineering sample in 2018 for fully automated driving technology.
Four competitive advantages
The Mobileye China office was established in Shanghai. The reporter visited Su Shuping's location at Shanghai Yongyin Building. The team of nearly ten people rented the Regus service office here, which is very low-key and pragmatic. Su Shuping, who joined in 2011, is the first Chinese employee of Mobileye, responsible for business development throughout the Chinese market. At the same time, Mobileye also has a technical team in Shenzhen, responsible for product installation, testing, and customer needs.
According to Su Shuping, Mobileye's product line is mainly divided into two major markets: front-loading and post-loading. The front-loading provides chips and algorithms. Mobileye is a secondary supplier. Through cooperation with first-tier suppliers, it provides a complete set of vehicle manufacturers. The solution, whose technology has been applied to vehicles produced by more than 20 global automotive companies such as Audi, BMW, GM, Volvo and Tesla. The rear mount provides a shaped ADAS product consisting of a main unit and an EyeWatch display. Currently, it is mainly for commercial vehicles, operating vehicles and other markets. As of the end of 2015, more than 10 million vehicles worldwide are equipped with Mobileye technology.
The Mobileye anti-collision warning system helps the driver like the “third eyeâ€, real-time monitoring of the road ahead of the vehicle, through front anti-collision warning, lane departure warning, pedestrian and bicycle warning, distance monitoring, speed limit warning, automatic far Six functions, such as light control, help drivers avoid or reduce road crashes.
How much safety effect can such an intelligent anti-collision warning product bring? Su Shuping presented a set of data: According to the application test of a hundred-scale fleet, the average risk rate was reduced from 25% to less than 10%, and the proportion of operating driver traffic violations of 12 points dropped from 15% to 2%. "Intelligent anti-collision warning system can not only detect driving risks, but also evaluate driving behavior from the aspects of early warning type and frequency through background data management. Whether the driver does not turn the lights or speeding can analyze the behavior. Real-time warning reminders can also help drivers to regulate operations, which is the real solution to the safety pain point."
Although the product is a good product, the industry has always had the impression that the price of the mobileye product is too expensive, and the price of 1~20,000 or even higher is available. Su Shuping pointed out that this is completely a misunderstanding. The price of Mobileye after-loading products is often confused with the pre-installed price. In fact, the price of the terminal after the product is sold to the user is about 8,000 yuan, and the front-loading price is much lower. However, in some e-commerce platforms such as Jingdong and Taobao, the price of Mobileye after-loading products is uneven.
In this regard, Su Shuping seems to be somewhat helpless. "At present, we do not make a scattered personal user market, because it involves management services that are difficult to manage. These e-commerce platforms are not Mobileye agents, we can't interfere with them in terms of price. But actually Mobileye products are not costly."
In the product iteration upgrade, Mobileye has maintained high efficiency and forward-looking. Su Shuping said that the application is now a technology developed by Mobileye five years ago. On average, it will be launched with a new generation of Mobileye chips in two to three years. At present, the rear-mounted products adopt Mobileye's second-generation chip technology, and the front-loading adopts three generations of chip technology. The autopilot solution is also the focus of Mobileye's research and development. It is reported that Mobileye is cooperating with 13 automakers around the world for semi-automatic driving. In 2016, Mobileye technology has been able to achieve semi-automatic driving on the highway. In 2018, the EyeQ5 engineering sample will be launched to realize fully automatic driving technology.
Overall, Su Shuping attributed Mobileye's competitive advantage to four aspects. First, single technology is available, and usability is unmatched by some products still in concept or research and development. Secondly, the best is available, and the monocular camera integrates multiple functions. The third is that it is competitive in terms of cost, and the price is much lower than that of lasers and radars. The fourth is to meet the requirements of automotive reliability and speciality.
Expanding the Chinese market
When talking about the product launch in the Chinese market, Su Shuping believes that there is no difference in technology itself. The driving habits, safety concepts and needs of Chinese consumers are indeed different from those in foreign countries, but they cannot blindly cater to some irrational consumers. Demand. For example, when a car manufacturer made a plan, considering the habit of some Chinese consumers changing lanes without turning lights, using a very complicated method to distinguish whether users are actively not turning lights, or unconscious lane departures, the technical cost is also very high. high. For this kind of demand, Mobileye is reluctant and firmly guards the security bottom line.
On the other hand, China's road conditions are complex, which poses no small challenge to the applicability of ADAS products. As far as the function of collision warning is concerned, some people have suggested that domestic driving behavior is not standardized enough. Collision warning should be reserved for a longer period of time. In addition, there are also views that China's road traffic is crowded and the time for reservation should be shortened. For all kinds of assumptions and considerations, Mobileye's approach is to collect data through a large number of drive tests to get close to the most realistic road conditions.
"The personalization and localization of products can not only cater to a certain angle, but must be comprehensively considered. Mobileye has positioned the global market and started to install after 2007. We have accumulated a lot of experience in road testing, so China's road conditions. It is not complicated for us.†Su Shuping said that the road test experience is precisely the lack of many late-stage enterprises. The data accumulated during the establishment of 3~5 years is very limited, which also creates the overwhelming competitive advantage of mobileye.
In 2009, Mobileye entered the Chinese market in the form of a later installation, but the sales volume was very small. The main customer was the operating fleet. Domestic car owners are not mature about the consumption of such safety products. There are many products in the market that are similar to Mobileye, and most consumers cannot accurately distinguish the difference between Mobileye and other similar products. Coupled with the need for professional installation, Mobileye's expansion of individual users is very limited. However, Su Shuping said that as users' demand for driving safety increases, the market will increase rapidly. At present, Mobileye's key market in China is “two passengers and one danger†vehicles. These vehicles have relatively many safety hazards. Most of the time, the road conditions are closed, and Mobileye products are more effective. It is planned to reach the sales volume of products after 1~3 years. Millions of orders.
ADAS will achieve 100% configuration
The domestic ADAS industry has become hot with the rise of autonomous driving and the concept of unmanned driving, but the products are also mixed. Su Shuping pointed out: "There are confusions about the concept of many products. For example, the detection of distance will be regarded as the detection of collision avoidance. Often we will see some ADAS products in the demonstration, the alarm is the absolute distance as the alarm, not the In a very extreme case, if the front car is driving at 100 yards, the car is also at 100 yards speed, even if the distance between the two cars is only 10 meters, FCW will not alarm. But domestic 90% After-loading products confuse absolute distance and relative distance. What's more, in the name of ADAS, selling driving recorders, it is the consumer's confidence and understanding of ADAS, which is a kind of harm to the market."
As a promoter of active security, Su Shuping said that Mobileye hopes to promote market development together with other ADAS companies. China's ADAS market space is very broad. As far as China's new car sales are concerned, the ADAS-related function loading rate is only about 1%, and 99% of the blank market is still to be developed. “In the future, ADAS will achieve 100% configuration. The application speed of AEB (Automobile Active Safety Technology) is slightly slower, but the post-installation FCW (pre-collision warning) will soon achieve wide coverage.†She said that for domestic ADAS entrepreneurship In terms of the situation, the Chinese market is too big, the gap between products is very large, the gradient is very large, and the demand of the car manufacturers is different. Therefore, as long as you focus on the technology, there is a lot of room for development.
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