·The car has become a mass consumer product. Many OEMs are not ready yet.

The real key is what to say after this sentence: What exactly will the car be?
We will no longer emphasize the clichés such as "mobile terminals" and "X-screens". We should put aside these functional surface features. The most important thing we should pay attention to is its future product attributes. This is also the article. To say that, cars will become more real mass consumer goods.
Driving a door is a threshold, and the driver must have a driver's license. "When driving" was a skill 20 years ago. The heroine dialect of "Addiction" was led by a leader who drunk the sound of drinking water. After the business failed, he learned to drive. The driver went and said something like this, "Let's learn a craft well."
When the "old driver" is not a network term, it is used to respect drivers who understand cars and drive skills. In fact, many cars are designed for so-called old drivers in many aspects. First of all, the "driving experience" is largely controlled. The other icons on various function buttons are mostly invisible, but the text is All are English abbreviations. After buying a car, novices have to spend a lot of time to read the instructions and ask people to learn how to use many functions. Take a rearview mirror heating function, the first time the novice encounters the rain and snow weather, I have to call someone to ask where the control button of this function is. This is definitely not a small number.
A German B-class car, a Japanese mid-size car, an autonomous SUV, and the function keys are all without exception. An important design concept of the iPhone is to let users get the mobile phone and know how to use it. In fact, users often It can also do this on most functions. We can call this design concept "self-cultivation of mass consumer goods", which is something that mass consumer goods must do.
The technology culture podcast "One Day World" said in a previous episode that the new Mac Pro's "Touch Bar is made with the hate of the shortcut keys." Professional users are familiar with the physical keyboard, and the functions of shortcut keys for various multi-key combinations are well known. But a true mass consumer product is not designed for the so-called "professional users", but should be designed for "small white" that knows nothing about the product.
Jonathan Ive’s view of the physical keyboard is: “There are a lot of input on the traditional keyboard that is buried several layers. We can accept those complicated input methods, mainly because of the habit and familiarity.”
The shackles of a successful mass consumer product to get rid of is the "habit and familiarity" of professional users. If Jonathan Eve's point of view is not direct enough, we can refer to "Mr. Mo" Walter Mossberg in his " The famous quote in the first column of the Wall Street Journal: "The computer is too difficult to use. This is not your fault. The revolutionaries are designing computers for you."
"The computer is too difficult to use. It is not your fault. The revolutionaries are designing computers for you."
This is exactly what we have been saying about "scientific and technological democracy." Technology must bring about democracy and cut the threshold for product use. It is precisely the hegemony of the so-called "professional users." When the automatic shifting technology appeared a few decades ago, the old driver’s attitude towards it must be dismissive. Even now, many people still emphasize the “driving fun” to be manually blocked. Someone even commented on the automatic parking function before saying, "This should also be automatic. It should be automatic. Do you want to "drive"?"
If the loyal users of a mainframe factory are precisely those who are accustomed to despising the white users, then the OEM has to examine its future attitude towards technological innovation. Automation is the undoubted future of the car, and autonomous driving will eventually make the car a real mass consumer product, users can buy and use the car at any time without having to take a driver's license.
Technology innovation itself is to make more new users use faster and more comfortable. If autopilot has been implemented, is the interactive page above simple enough and efficient? Is the function button clear enough? If a OEM can't optimize these designs, its autopilot products will also be eliminated.
The evolution of cars as "mass consumer goods" and the current "industrial products" will be two completely different concepts. The future of the car will be completely different because of the business culture and innovation culture of each region and country. As an example, the auto-driving of the automobile as a symbolic technology for mass consumer goods, with the maturity and mass production of this technology, now has a contoured position in the future of the automobile industry in the United States, Europe, Japan, South Korea and China. concept.
When we make this judgment, in addition to the traditional automotive industry, the technology and fashion fields are the two most important reference coordinates. Scientific and technological innovation is the beginning of a major change in the automotive industry in the future, followed by the interpretation of popular culture in the design of various industries, and the evolution of further market segmentation.
Functional technological innovation can often lay the core of the industry, while design determines further market segmentation.
This law has been confirmed by the evolution of traditional electronic products and later Internet electronics: traditional electronic products have laid the core position of the industry by technological innovation in the United States, and then Japan can be simplified into IBM and Sony through design and reliability. After that, Internet electronics was also the core position of the United States through technological innovation, but South Korea replaced Japan, and through the design and functional intimacy to follow up, the case can be simplified into Apple and Samsung.
The reason why Japan lost its previous leading position in the era of Internet electronic products is that the most direct reason is to lose the right to speak of popular culture. In the traditional electronic age, Japan’s film, music, and fashion have a strong position, embodied in the aesthetic theory of electronic product design. The same strength. In the era of Internet electronics, Japan was surpassed by South Korea, which coincided with Japan’s replacement of Asian dominance by South Korea in the fields of film, music, and fashion.
The United States is deeply influenced by Japanese culture, so the change of popular culture between Japan and South Korea is not very obvious. The "Jiangnan style" of Uncle Bird can be regarded as an example. This trend has become clearer in China. The style of "small and fresh" has changed from Japan to South Korea. The explosions on Taobao are almost all "Korean version". Cafés and variety shows are also Korean, Beijing. Wangjing, one of the cultural centers, is also a Korean gathering area.
The power transfer between Japan and South Korea in popular culture is also reflected in the automobile industry. Japan has had few designs that have gained global reputation in recent years, but there are many modern and Kia, and therefore quickly established their own market position, although This Korean brand has recently encountered difficulties, but the advantages established through design still exist.
As an era of mass consumer goods, the United States will still be the core of the industry, and Japan and South Korea will be more anxious. The car is a much larger industry than TV, computers and mobile phones. Japan’s industrial advantage is amulet, but South Korea. There will also be a very good chance to get close to and even catch up with Japan.
The biggest impact will be Europe, Europe's advantages in the automotive industry and fashion are the underlying culture, they are the birthplace of the automotive industry and modern fashion, so they occupy the core of the industry, and then a series of innovations are established On the strength of the core of the industry and the advantages of cultural identity.
In fact, in the mass consumer market, European cars and fashions have already shown signs of fatigue, but in the luxury and luxury sector, they can maintain their position by virtue of the culture of the underlying culture. Furthermore, European luxury cars have been challenged in the automotive sector where technology has a strong impact; Europe is still an absolute hegemon in the fashion sector where technology power is almost absent.
The car that becomes a mass consumer product through technological innovation is no longer the same attribute. The car with the new attribute will also be given the right to speak by popular culture. Regardless of technological innovation or popular culture, Europe has no advantage at all. When the car becomes a mass consumer goods, the core of the European automobile industry may not be guaranteed, and the luxury car market will face a more severe environment.
Summary: What kind of status will China and China be? In the era of Internet electronics, we are almost independent of the world system (especially in software), and what really matters is the low-cost advantage laid by low-cost labor. But in the face of courage, enthusiasm and capital support for innovation, apart from the United States, only China can be called the world, which is reflected in China's rich commercial innovation.
Our constraints are culturally weak. Lack of communication, so lack of integration, and therefore can not be widely accepted, thus determining the weak position of popular culture, which has been verified in the traditional automotive, electronic products, fashion fields. Still improving, but lacking breakthroughs.
In the face of the illusory concept of popular culture and even culture, we may try to understand it in a quantifiable way:
Jobs’s understanding of mass consumer goods has created Apple, and Apple still inherits this, such as Jonathan Ive’s quoted above, such as the rare peripheral interface and the design of the Touch Bar. This kind of thinking is a culture that white users create and think of professional users at a cost.
The aesthetic expression of culture has become a popular culture. Sony's design, Apple's design, and Samsung's design are the expressions of popular culture. These designs can be transformed into brand goodwill based on full cultural exchange.