What is the basis for Chinese cars to achieve overtaking on the curve?

In today's era of surging digitalization, the automotive industry is undergoing unprecedented profound changes. Cars have gradually transformed from simple means of transportation to intelligent mobile spaces that integrate cutting-edge technology and diverse experiences.

 

Among them, automotive interaction design has undoubtedly become the core focus of this transformation. It is like a bridge, closely connecting the various complex functions of drivers and vehicles, profoundly reshaping every perception and interaction of people in the driving journey.

New observation on interactive experience: Young people prefer visual experiences, while older people prefer manipulative experiences

From the perspective of overall user preferences, "comfort" undoubtedly occupies a crucial position, with up to 85% of users placing greater emphasis on interactive experiences. Manipulation based interactions have also received high attention, accounting for 78% of the total.

From the perspective of generational differences, the post-70s generation focused more attention on manipulation and visual interaction experiences, with attention levels 7.3% and 6.2% higher than the overall average in these two dimensions, respectively. The elderly population has stronger demands and expectations for vehicle handling performance and visual presentation effects.

In sharp contrast, it is the group of young people, especially the younger generation represented by the post-90s and post-95s. Their attention to manipulation based interactive functions is significantly lower than the mean.

But they have shown a high preference for visual interactive experiences, fully reflecting that the younger generation pays more attention to the visual experience presented inside and outside the vehicle in the context of car use, such as the aesthetics of interior design, the visual effects of car displays, and the visual presentation of various lighting systems. These have become important factors affecting their evaluation of car interactive experiences.

Comfortable interaction: Audio linked ambient lighting, becoming a new favorite among young and emerging brand users

There is a clear two-tier differentiation in users' preferences for car comfort interaction functions. Traditional interactive functions have received considerable attention from users. Among them, the seat function, with its key characteristics related to driving comfort, has become a focus of attention for users, accounting for up to 83% of the attention.

The intelligent air conditioning blowing function has also attracted attention, with the advantage of being able to intelligently adjust the air outlet mode and temperature according to the car environment and the needs of drivers and passengers, and has gained 71% of user attention. In addition, the sun protection function of car windows plays an indispensable role in ensuring a comfortable driving environment inside the car, and has also attracted the attention of 70% of users.

However, in sharp contrast, the performance of emerging interactive features in terms of user attention. Features such as the multifunctional screen in the back row, although having rich and diverse expansion functions that can achieve various purposes such as entertainment and office, still receive less than 40% of user attention.

The threshold lifting function, as a relatively novel design, has certain potential in improving vehicle convenience and uniqueness, but less than 40% of users have shown concern about it. Although the sound linkage ambient lighting function can create a unique audio-visual atmosphere for the car, its attention among the overall user group has not reached the ideal level.

The elderly user group, based on their long-term driving habits and emphasis on traditional comfort, has shown a higher preference for the traditional interactive functions mentioned above.

Through years of driving or riding experience, they have deeply realized the importance of traditional functions such as seat comfort, air conditioning adjustment convenience, and window sun protection effectiveness for the overall driving experience. Therefore, when choosing a vehicle, these factors will be considered as important indicators.

On the other hand, the user group of young and emerging brands has shown a special love for the emerging function of sound linked ambient lighting. Driven by young users' pursuit of personalization, fashion, and unique driving experience, the dynamic and atmospheric interior environment created by the sound linked ambient lighting function perfectly meets their aesthetic and needs.

Among them, the proportion of young users paying attention to this feature reached 31%, while new energy brand users increased this proportion to 32%, highlighting the important position of this feature in the minds of these two user groups.

Handling interaction: personality expression is the most important, young people value the design of steering wheel and door switch control more

Among the numerous control functions, the three major functions stand out and receive the most concentrated user attention, namely mobile remote car control, intelligent screen design, and voice recognition control. These three functions have shown outstanding performance in terms of user attention, accounting for nearly 60%.

Among the car buying group, the preference of the 70/80 generation for remote control of cars through mobile phones accounts for 64%, while the user group with a budget of 350000 to 500000 yuan has increased this proportion to 68%.

This may be closely related to the lifestyle, consumption concepts, and demand for intelligent vehicle control of these two groups. They tend to pay more attention to the convenience and intelligence of vehicle operation, and the mobile phone remote control function can just meet their many demands in this regard, such as remote starting the vehicle, adjusting the temperature in the vehicle in advance, so as to provide them with a more comfortable and convenient car body experience.

In terms of preference for control methods, the elderly population shows a clear preference for the function of voice recognition to control vehicles. As people age, they may be more inclined towards a more convenient and less manual control method during driving, and voice recognition control function can precisely meet this demand.

Through simple voice commands, various control behaviors such as adjusting volume, switching radio stations, and setting navigation can be achieved, greatly improving the convenience and safety of the driving process.

And the younger generation, especially the dynamic and individualistic post-95s, exhibit unique characteristics in their preference for control functions. Their attention to steering wheel design and door switch control is much higher than other groups. For young people, the steering wheel is not only a tool for controlling vehicle steering, but also an important element for showcasing personality and driving experience.

A beautifully designed, ergonomic, and uniquely tactile steering wheel can greatly enhance their driving pleasure. Similarly, door switch control is not just a simple opening and closing action for them, but an important link related to the overall convenience and personalized experience of vehicle use.

Therefore, for car companies, if they want to win the favor of young users, they need to invest more energy in the design of steering wheel and door switch control, conduct in-depth research on the aesthetic concepts, usage habits, and personalized needs of young people, and create products that better meet their expectations to enhance their competitiveness in the young market.

 

Visual interaction: Front/tail light dynamic effects, interior projection screens, and ambient lighting effects have become the new favorites of young people

In the field of automotive visual interaction, ADAS (Advanced Driver Assistance Systems) and HUD head up display stand out. Among them, ADAS has a high level of attention, accounting for 76%.

As an intelligent system that can effectively improve driving safety and convenience, it provides drivers with a more intelligent and safe driving experience through a series of functions such as adaptive cruise control, lane keeping, and automatic emergency braking. Therefore, it occupies an important position in the minds of users.

HUD head up display is also highly anticipated, accounting for 64% of attention. This function can directly project key driving data such as vehicle speed and navigation information into the driver's field of view, eliminating the need for frequent looking down at the dashboard or central control screen, greatly improving the efficiency and safety of information acquisition during the driving process.

From a generational perspective, the older the user, the higher their attention to ADAS and HUD head up display functions. This may be due to the fact that older users pay more attention to driving safety in their long-term driving careers, and the functional features of ADAS and HUD head up displays can precisely meet their needs in this regard.

From a budget perspective, users with budgets between 200000 and 350000 have the highest level of attention to ADAS functionality, accounting for 81%. This group often considers the safety and intelligent configuration of vehicles as important factors when purchasing cars, and ADAS systems, with their rich and advanced functions, have become the key to meeting their needs.

 

In sharp contrast to the above situation, the young user group exhibits unique preferences in visual interaction. Young users have a much higher level of interest in features such as front/tail light dynamic effects, in car projection screens, and ambient lighting effects compared to other groups.

 For young users, cars are not just a means of transportation, but also a carrier for showcasing personality and taste. The cool visual effect created by the dynamic effect of the front/tail lights can attract people's attention while driving at night, highlighting the unique charm of the vehicle;

The in car screen projection function provides them with a richer and more diverse entertainment experience, allowing them to conveniently project content from their mobile phones or other devices onto the in car screen; The ambient lighting effect can create various stylish interior environments according to different driving scenarios or personal preferences, enhancing the overall driving experience.

summary

Looking ahead to the future, car companies need to accurately understand the preferences of different generations and budget groups, which is the key to success in the field of automotive interaction design.

Chinese car companies are actively exploring and gaining a lot in this area. Optimize the control and visual interaction experience for older users, and create more personalized visual effects and control designs for younger users, such as innovative lighting effects and convenient screen mirroring functions.

 At the same time, we will continue to improve emerging interactive functions, promote the development of automotive interaction design towards more personalized and intelligent directions, meet diverse needs, stand out in the fiercely competitive automotive market, and make automotive interaction a key factor in enhancing user satisfaction and brand competitiveness, leading the automotive industry towards a new era of intelligence, comfort, and personalization.