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The split self-driving technology of Xilai car caused controversy, and the doubt turned to marketing.

2024-11-22 Update From: AutoBeta autobeta NAV: AutoBeta > News >

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With the emergence of more and more intelligent cars, its self-driving technology has also become one of the choices to attract consumers, but with the emergence of self-driving technology of various car companies, its function description is also emerging one after another.

Recently, Xilai officially announced that its ongoing self-driving system, NIO Pilot, will add two major functions in 2020: automatic navigation driving (NOP) and vision fusion fully automatic parking system (S-APA with Fusion). And launch its full function of the "full package" and some of the core functions of the "select package".

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From the introduction of the selected package of Xilai car, "NIO Pilot full package" is actually the original "complete function of NIO Pilot", and the price is still 39000 yuan. Added Navigate on Pilot (NOP) automatic navigation and driving function, while the original S-APA automatic parking system increases visual fusion, through the combination of look around camera and ultrasonic radar, to achieve a more accurate perception of the surrounding environment, so as to improve the ability of automatic parking such as parking identification and parking selection.

The "NIO Pilot Select bag" is actually equivalent to the entry-level version, with a price of 15000 yuan. The functions include ACC adaptive cruise, S-APA vision fusion automatic parking, automatic road maintenance, rear early warning, active braking, dynamic instrument interface and near and far light automatic control.

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Although it is said that the split of NIO Pilot (autopilot) will allow car owners to experience the NIO Pilot technology of Xilai in a more favorable way, it actually feels like "marketing in disguise" and causes a lot of controversy.

Since it is an intelligent car, the functions such as ACC (Adaptive Cruise) and LCC (Lane Center Control) in the NIO Pilot are the ones that NIO owners want to focus on. However, NIO put it in the "full package", and users who accidentally chose the "selected package" did not have this feature.

In addition, as the professional term of self-driving technology is not yet popular, most functional car owners are still "foolishly confused". As a result, some car owners regard the LKA (Lane maintenance system) of the "starter package" as self-driving technology.

In fact, the LCC (Lane Center Control) in the "full package" is the main self-driving technology, which means that after the system takes over the steering wheel of the vehicle, it will maintain the auxiliary driving function of the vehicle in the middle of the lane. On the other hand, LKA (Lane maintenance system) mainly draws the driver's attention through the vibration or sound of the steering wheel when the vehicle approaches the identified marking line and may leave the lane. So LKA is not entirely autopilot.

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For the break-up of NIO Pilot, some netizens think that NIO should extract some more advanced functions to form a "full package". And more complete driveway residential driving function should be put into the door package, so that car owners can experience the advantage of automatic driving at a more favorable price, so as to expand the choice of consumers.

However, there will also be a problem for such a choice, that is, more users will choose "starter packages", thus reducing the choice of "full package" users. After all, as a commercial marketing model, only by putting more advantageous functions in higher configuration packages can consumers have to choose higher configurations and let car companies get higher profits.

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Of course, the split of NIO Pilot by Xilai also reflects the confusing description of self-driving function in the domestic car market. Before self-driving technology is popularized again, consumers are easy to "get confused" and thus pay for their own confusion. In this regard, it is also hoped that the industry can formulate a unified standard as soon as possible, while reminding consumers that they should fully understand before placing orders before choosing the relevant autopilot features.

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