When it comes to lidar, the word “expensive” will appear in the minds of most people who know it. Indeed, the cost of lidar is high, and the price of cars equipped with it is usually more expensive. The cheapest lidar models are also more than 200,000 yuan. .
Xiaomi, which is known for its cost-effectiveness, did not choose the industry-loved Luminar lidar, but chose the domestic industry giant Hesai Technology. Is it to reduce costs as much as possible?
coming! Hesai Lidar
Some time ago, a car company made a hot search on Weibo because the automatic braking function of their product did not take effect, and it ran into the accident vehicle parked in front. The failure of automatic braking to work is the fault of car companies, but it is not entirely the fault of car companies, which is related to the characteristics of radar.
Radars commonly used in automobiles are divided into three types: ultrasonic radar, millimeter-wave radar, and lidar. Among them, ultrasonic radar has high accuracy, but has a small detection range, so it is usually used for anti-collision warning, reversing radar, etc. The range is far, so it is usually used for automatic cruise assist and automatic braking.
At present, most of the common smart cars on the market only have millimeter-wave radars.Millimeter-wave radar is not unable to recognize static objects, but is too sensitive to metal, so it is likely to treat billboards, traffic lights, etc. as obstacles in front, resulting in ghost braking. Therefore, car companies simply filter the signals reflected back from stationary objects (static clutter filtering), which causes smart cars to fail to brake automatically when facing static objects.
Lidar is currently the best comprehensive radar, which can accurately identify dynamic and static objects. However, the cost of each tens of thousands of yuan makes car companies unwilling to pay, so most of the cars equipped with lidar on the market are expensive. As for Hesai Technology, which cooperates with Xiaomi, the product price is of course not low.
When the new car-making forces are swarming, the lidar companies are coming one after another. They may be born later than overseas lidar companies, but in the highly competitive land of China, they are very fast. growing up.
The “2022 Automotive and Industrial Lidar Report” released by the research firm Yole stated that Hesai Technology’s Lidar has achieved the world’s largest number of ADAS pre-installation mass production fixed points, and the world’s largest L4 autonomous driving radar assembly volume. Super second place Waymo. The agency also predicts that 200,000 lidars will be assembled on cars in 2022, of which 20% will come from Hesai Technology, ranking second in the world.
More importantly, Hesai Technology’s self-developed transmitter driver chip and receiver analog front-end chip have been mass-produced, and there is no need to purchase chips from Texas Instruments and Analog Devices. In addition to demonstrating technical strength, it can also reduce part of the cost.In the competition of Velodyne, the world’s No. 1 lidar company, Hesai Technology’s products are not inferior in all aspects, as well as price advantages. Together with Sagitar Juchuang, Velodyne is finally forced out of the Chinese market.
However, Hesai Technology also faces some problems, that is, its own size is too small, the R&D investment is too high, and the capital reserve is a problem. Hesai Technology had previously applied for listing in North America through a SPAC, but it was terminated from the listing due to consecutive years of losses. The current Hesai Technology needs the support of car companies to have funds to continue research and development.
existcell phoneIndustry, Xiaomi is a supporter of domestic components, released some time agoRedmiThe K50 Ultra is equipped with Huaxing Optoelectronics and Tianma domestic screens. These companies all understand that purchasing parts from overseas may be more cost-effective than domestic products in the short term, but in the long run, it is definitely not as good as their own companies.
The cooperation between Xiaomi Auto and Hesai Technology, on the one hand, is because of the latter’s technical strength, and on the other hand, it is also to support domestic enterprises. Just using the lidar of Hesai Technology shows that the price of Xiaomi cars will never be low, and it is estimated to be around 300,000 yuan.
Cost-effective traditional, Xiaomi will not discard
Any car company has the heart to hit the high-end. Even Nezha Auto, which claims to bring a car experience of 300,000 yuan for a 100,000 yuan car, has also launched a model with a price of more than 300,000 yuan. Xiaomi continues to hit the high-end in the field of mobile phones, but the results are not great. The reason is that Xiaomi initially positioned itself to be cost-effective, the configuration of the mobile phone is very high, but the price is relatively cheap, and the image of Xiaomi in the minds of consumers has been finalized.
Now in the automotive industry, Xiaomi has learned from the experience and lessons in the field of mobile phones. It seems that it intends to go directly to the high-end route. It can develop from the high-end to the low-end, which will be much easier. What worries consumers is whether Xiaomi will give up the cost-effective route and what its overall configuration will look like.
Regarding the configuration of Xiaomi’s first electric car, there is not much news that has been exposed. According to the price, you can refer to the Weilai ET5. The NIO ET5 is a medium-to-large coupe, and the size is not much different from the Xiaomi electric car. The central control, power, interior, audio, battery life and other configurations will be different from the NIO ET5, but it should not be too big. I don’t care so much about cost-effectiveness, but I wouldn’t say that cost-effectiveness is not important.
In fact, if you compare the cars before and after 300,000 yuan, you will find that the products of car companies such as Ideal and Weilai are much higher than the BBA configuration. This is because the brand value of Weilai and Ideal has not caught up with BBA, so it is also necessary to Value for money attracts consumers.Although the cost performance of a car of several hundred thousand yuan is not so important, driving a Mercedes-Benz or BMW will definitely have more face than many domestic cars of the same price, but not everyone does not pay attention to the cost performance. After all, the face is empty. Whether you feel comfortable or not is what you experience.
In the mobile phone industry, Xiaomi is indeed very famous, and now it has some brand value, but in the field of automobiles, Xiaomi is completely a newcomer.As soon as Xiaomi enters the market, it is about to hit the high-end, and naturally it has to show some sincerity. For consumers, the best sincerity is low price and high configuration. Since it chooses to hit the high-end, the price must not be too low, so Xiaomi must show sincerity in the configuration.
In addition, the biggest concern for consumers of electric vehicles is battery life, because the charging time is too long. Car companies are solving the problem of battery life through two solutions: large batteries and fast charging, but suitable fast charging heads cannot be found anywhere, so large batteries are more versatile. Earlier, car companies have released models with a range of more than 1,000 kilometers, but not many have been listed, and the cost is relatively high at this stage. The Xiaomi car will be released in 2024. By then, the cost of the large battery should be reduced. Maybe we can see a long range of 1,000 kilometers on a variety of Xiaomi cars.
All in all, although Xiaomi car was born to hit the high-end, it will not forget the tradition of high cost performance. Xiaomi needs to attract the first batch of consumers through high cost performance, so as to build the reputation and brand value of Xiaomi car.
300,000 yuan of Xiaomi car, Mi Fan is still willing to buy it?
Xiaomi’s plan is very good, but there is a stark reality in front of us. Will consumers be willing to buy a Xiaomi car that sells for 300,000 yuan? Not to mention the three German giants BBA, Weilai, Ideal, and Xiaopeng among the domestic car companies have been in business for many years, and they have cultivated so many audiences. There are not many consumers of luxury cars. Can Xiaomi succeed?
It’s hard, but there’s hope. The electric vehicle industry has just emerged, and the stock is not too high. There are still many fuel car owners who plan to replace their cars with electric vehicles. These people are potential consumers of Xiaomi cars. Secondly, the sales of Xiaomi and Redmi mobile phones are mainly young people. Many former Xiaomi mobile phone users have entered middle age and have begun to have a certain consumption power.
Finally, the Chinese people’s attitude towards electric vehicles is completely different from that of fuel vehicles, because domestic car companies are half a century behind in the era of fuel vehicles, and it is difficult to catch up with hard work. When Wei Xiaoli was just founded, there was a saying circulating on the Internet that electric vehicles would be the best time for domestic car companies to overtake on curves.
Judging from the current global car sales data, this sentence is not a lie. BYD, Nezha, WM Motor, and Wei Xiaoli have all performed amazingly. Especially BYD, the total sales of electric vehicles in 2022 is expected to reach 1.6 million. Left and right, chasing the old car companies.
It can be said that the advent of the era of electric vehicles has greatly enhanced the pride of domestic consumers, making consumers more willing to accept domestically produced cars, and the environment for domestic car companies is getting better and better. Xiaomi has encountered the best time, and the popularity of the mobile phone business has accumulated. As long as the product quality is high, there will be room to show off in the future.