Author: Wang Xuan
The launch event for the new Ideal ONE has just ended, and the most frequently mentioned word during the event is “family”, as Li Xiang said during the event, “What we want to talk about in this launch event is actually the same as two years ago, still focusing on the needs of family users to create the new Ideal ONE.”
The focus of this launch event is to further define the family positioning while bringing some new functions combined with scenarios to attract more potential customers of large fuel-powered SUVs. The new Ideal ONE sells for 338,000 yuan after its redesign, which is 10,000 yuan more expensive than the old model, while the three special paint versions of the Ideal ONE sell for 348,000 yuan. As to whether the extra 10,000 yuan is worth it or not, it depends on whether the configuration of the new Ideal ONE can touch the hearts of “daddy” users.
Horizon Journey 3 Chip Upgrade brings advanced driving assistance functions
Last week, Ideal had already released a poster announcing that the 2021 Ideal ONE would be equipped with the Horizon Journey 3 chip. This upgrade in driving assistance chip will enable the new Ideal ONE to achieve NOA navigation assisted driving function. The redesigned Ideal AD driving assistance system can recognize traffic signals, barrels, and curbs, as well as having visual parking and automatic avoidance of obstacles functions. It will be launched in September this year. Thus, the Ideal ONE will also become one of the first products in China to land with high-speed navigation assistance function.
In terms of hardware, the new Ideal ONE is equipped with two Horizon Journey 3 driving assistance special chips, an 8 million pixel driving assistance camera with a visual distance of up to 200 meters and a visual range of 120 degrees, and five Bosch millimeter-wave radars. Each radar covers 150 degrees and detects distances of more than 110 meters, forming a 360-degree coverage without dead spots.
The Horizon Journey 3 chip adopts 16-nanometer process and is based on the self-developed BPU2.0 architecture by Horizon. The AI computing power is up to 5 TOPS with a typical power consumption of only 2.5W. This chip supports various application scenarios such as high-level assisted driving, intelligent cabin, automatic parking assistance, high-level automatic driving, and high-precision map positioning.
The computing power of the Horizon Journey 3 chip is not high, and in the era of Intelligent Driving hardware competition, 5 TOPS of computing power is not outstanding. However, we have also seen that on the new Ideal ONE, 5 TOPS computing power is sufficient to achieve high-speed navigation assisted driving. We cannot forget that today is still the era of assisted driving, and it is also an era that emphasizes sustainable development. Therefore, it is the most ideal solution for automakers to implement the most advanced assisted driving functions based on the balance of energy consumption and capabilities.
“Making safety standard” is what Idealsee said at the press conference. They rely on the Horizon chip’s full-stack self-researched Ideal AD assisted driving system, which enables Idealsee to have the leading power in core functions. “Standardization” allows more users to experience convenience and feel Idealsee’s strength. This decision is conducive to shaping the brand image and laying the groundwork for future products.
Upgrade of Voice Functionality
In this redesign, the biggest upgrade for the infotainment system is the voice system. The new voice system supports features such as “speak what you see” and continuous conversation. After the passenger in the car calls “Idealsee Classmate,” the voice assistant will look at the caller.
The most interesting among all functions is the feature of turning off the voice conversation in specific positions. For example, if the owner’s child keeps calling the voice assistant in the rear seat, the driver can turn off the reception function of the rear voice assistant through the voice assistant. While practical, turning off the voice is also a feature that extends from home positioning. Combining positioning and scene to create functions is clearly Idealsee’s strength.
Details ChangedIn terms of range, the new model of Ideal ONE has increased the fuel tank capacity from the previous 45 L to 55 L, resulting in an NEDC range of 1080 km and a WLTC range of 890 km. However, the range extender for the new Ideal ONE still comes from Dong’an Power’s 1.2 L three-cylinder engine, which has been criticized for its efficiency and has become the target of competitors’ product development. However, the 1080 km range of the new Ideal ONE is not simply achieved by increasing the fuel tank capacity. Both the range extender and motor efficiency have been optimized, and the hot engine oil consumption has been reduced to 6.05 L/100 km. Higher efficiency and longer range remain ideals for Ideal.
In terms of comfort features, the new Ideal ONE has added lumbar massage to the second row seats, and owners of old models can have massage functions installed in the third quarter of this year. At the same time, the third row space has increased by four centimeters, and the new model will no longer offer a seven-seater version. Ideal has a complete user data system, so removing the seven-seater option to increase space and comfort configuration is definitely a product point that both existing and potential users would like to see.
In terms of features, the new Ideal ONE has also added external charging function, which can output power up to 2200 W through an adapter connected to the charging port. After the pandemic, more and more families have begun to choose outdoor travel and camping as their weekend entertainment. In this scenario, the external charging function becomes extremely practical. Of course, the Ideal ONE without range anxiety can also save those electric brothers who are stuck on the road during their trips.
How Far Can A Product Stick To Its Positioning And Keep Going?
Today, Ideal will face more challenges from competitors, such as when we directly compare Voyah FREE and Ideal ONE, we can clearly see the difference in product strategy between the two. Ideal ONE is built around its positioning, and all the features on the car can respond to the product positioning. In contrast, Voyah FREE has a stronger traditional luxury feel, but there seems to be no clear core user portrait in the market.Apart from being equipped with Horizon Journey 3 chip and in-car system, the refinements of the new version of the IDEAL ONE mostly focus on comfort features such as space and seat massages, which are still tailored to the “super dad car” product positioning. However, it remains a “one-size-fits-all” approach, which has been widely discussed among IDEAL car owners.
For new automakers like IDEAL, a single configuration logic will ease production pressure, but there is no denying that some IDEAL users still have high-end configuration needs, especially given the IDEAL ONE’s price has already reached 340,000 yuan. Moreover, brands like Xpeng and Li Auto have already placed air suspension and 4S-level acceleration products in the 300,000 yuan market.
During the press conference, Li Xiang told us that 88% of IDEAL ONE users are family users and the model was the best-selling new energy SUV in China in 2020. These impressive achievements are inseparable from IDEAL ONE’s accurate positioning and product logic, but this is already a story that happened in 2020. Today, IDEAL is encountering Li Auto in the race track, and more automakers will join the range-extender electric vehicle race track in the future.
When others come to consumers with higher configurations and the same price, can IDEAL still win the sales crown? It is certain that no consumer would refuse a more powerful product, but I still have confidence in IDEAL. We have interviewed many IDEAL car owners before, and in their car-buying concept, priority is given to the intelligent experience, and they also prefer the unique experience that combines positioning and scenarios on the IDEAL ONE. In this regard, competitors in the same category, including traditional brands’ fuel-powered SUVs, still need some time to catch up with IDEAL ONE’s pace.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.