JD Power 2023 China Smart Cockpit Research: Smart cabin functions are becoming increasingly rich, but consumer experience has declined-EEWORLD

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November 30, Shanghai - JD Power, the world's leading consumer insight and market research organization, and Tongji University's HVR Lab (Human-Vehicle Relationship Laboratory) jointly released research insights on China's smart cockpits in 2023, and announced the Huayu Award·China Annual Model Smart Cockpit Selection Results, a total of 13 models and 8 supply chain companies were on the list.

This year, JD Power and Tongji University HVR Lab conducted research on China’s automotive smart cockpits for the second consecutive year. The study uses a smart cockpit comprehensive index, which includes the VOC (Voice of Customers) experience index, the C-HVR (China-Human Vehicle Relationship) objective evaluation index and the forward-looking index reviewed by experts, to evaluate smart cockpits respectively. Based on the user experience, reliability and innovation, the Huayu Award·2023 China Annual Smart Cockpit Model Model was selected.

Research shows that the average score of the intelligent Voice of Consumers VOC experience index of the winning models in this selection is 7.64 points (out of 10 points), which has declined compared with the previous year. On the one hand, with the continuous breakthroughs in industry technology, consumers have higher expectations for smart cockpits. On the other hand, the novelty and appeal of smart cockpit functions to consumers one or two years ago is declining. In the C-HVR objective evaluation index, the interactive path design of this award-winning model performed better. Common tasks can be completed in an average of 1.86 steps on the central control screen, while the industry average is 2.7 steps. When performing interactive tasks, the average lane deviation standard deviation is 0.21m, 25% ahead of the industry level; the average vehicle speed change is 2.99km/h, 3% ahead of the industry level, which can effectively reduce the impact on driving safety.

Research also shows that some functions in smart cockpits require drivers to stare at the screen for a long time, which will cause great visual distraction and should be considered to limit their use while driving. At the same time, in the early stage of smart cockpit design, car companies need to screen those functions that have nothing to do with driving and have huge visual distraction risks. The increasingly rich functions and information must always be based on driving safety.

Su Jun, President of JD Power China, said: "Under the wave of intelligence, car cockpits have evolved from a single driving area to a multi-functional space that integrates entertainment, safety and comfort for various user usage scenarios. How to integrate intelligent technology with Perfect integration of driving experience? How to provide users with the ultimate experience with more economical investment is the direction that many car companies and ecological partners are now thinking about. Our original intention of holding the Huayu Award is to discover innovative models in the industry and lead the industry's forward-looking progress. ”

Here are other findings from the study:

· The interactive interface and interior styling are harmoniously blended to form the brand’s unique DNA: Human-computer interaction systems bring rich functions and innovative experiences to car cockpits, but they also bring homogeneity challenges to smart cockpit design. . More and more models use 15- to 16-inch horizontal floating central control screens, making the cockpit designs uniform. In future smart cockpits, more consideration will be given to the relationship between the screen and the interior styling. While ensuring the availability of the interactive system, the screen will become the component of the interior, the interior will become the continuation of the screen, and differentiation between brands will be achieved. change.

· Sliding central screen has become a new direction for smart cockpit layout: from the perspective of user experience, the use and experience of the movable central control screen on the passenger screen is not inferior to that of the fixed passenger screen. This can be obtained from user experience research. prove. In the future, using the flexibility and variability of design to achieve a user experience similar to more hardware is a new idea worth trying by OEMs.

· HUD brings new heights to smart cockpits: With the widespread use of HUD (head-up display device) technology, the size of the instrument screen will be greatly reduced or even eliminated. In addition, HUD will be endowed with more functions, such as nighttime enhanced display, real-time display of points of interest, video projection screens, etc., to further enhance driving safety and driving experience.

· AIGC technology enters the car, expanding new scenarios for smart cockpits: AIGC (generative artificial intelligence) is reshaping the way we interact with cars. The application of AIGC technology in trip planning is revolutionary. By comprehensively analyzing users' behavioral habits, historical preferences and real-time traffic conditions, AIGC can provide customized travel suggestions. AIGC can also instantly understand and respond to user needs in the smart cockpit, quickly analyze the user's intentions and context, and provide corresponding services.

Huayu Award·2023 China Annual Model Smart Cockpit

Buick E5, Dark Blue S7, GAC Aion Haopu GT, GAC Trumpchi E9, Ideal L7, Lotus ELETRE, Lynk & Co 08 EM-P, Nezha S, Weilai ES6, Roewe D7, Wei Brand Lanshan DHT- PHEV, Xpeng G6, ZEEKR X.