*Author: Yu Fan
If someone asks you whether you prefer a large screen or a full keyboard, what would you answer?
Today, what we are going to talk about is not Nokia’s classic model E71, nor is it Blackberry, but rather in-car infotainment screens.
Simplified and efficient visual interaction is a major trend, and the debate over whether cars need screens is no longer necessary.
After the 2021 Shanghai Auto Show, it is obvious that the investment and installation of in-car displays by major car brands continues to grow. After viewing the in-car screens of nearly a hundred cars, we noticed some patterns and predicted some potential trends.
The front passenger screen has become the hot commodity
At the 2020 Beijing Auto Show, the front passenger screen was still a rare configuration for some new entrants. The only models we could think of were the Ideal One and the Sky ME7.
By 2021, the front passenger screen can be seen on the main models of luxury brands, domestic brands, and new electric vehicle players. Examples include the Mercedes EQS, Geely Xingyue L, IM L7, Voyah Free, and GAC HiPhi X.
Especially the GAC HiPhi X, which has a front passenger screen of 19.9 inches. This is already larger than the mainstream size configuration of desktop monitors in a certain period.
Correspondingly, the functions of the front passenger screens of various brands may differ, but mainstream applications such as short and long videos have become standard. It can be seen that the understanding of smart cockpits by car manufacturers has evolved into a recognition and practice of the third space. The service targets of car manufacturers and host factories have expanded from drivers to front row passengers and even rear passengers. The service attributes emphasize entertainment, socializing, and other elements on the basis of ensuring driving safety.
It is not difficult to see that major brands seem to have increased their understanding of how to transform configuration into experience.
The instrument and center console double-screen design is still the mainstream
Mercedes was the first to adopt the double-screen design, and it was also the first to abandon it.
At the 2021 Shanghai Auto Show, we saw that many domestic brands still prefer the double-screen design. More than ten models from Changan, WM Motor, Hongqi, and BAIC are still equipped with double-screen designs.
We believe that the design of dual screens will continue for a long time in the future, mainly for the following reasons:
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The design of the dual screens makes the cockpit look cleaner.
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Dual screens on the same plane can effectively enhance interactivity.
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The same size and configuration of dual screens have obvious cost advantages from the perspective of the supply chain.
Small instrument and large central control design
Compared with dual screens, more and more models are adopting the design of small instrument and large central control.
Due to position limitations, steering wheel obstruction and other reasons, the size of the instrument panel is generally limited to within 12.3 inches. Therefore, some manufacturers have started to try to further reduce the size of the instrument panel. For example, the 8.8-inch for the Li Xiang One and the 10.25-inch for the XPeng P7.
On the one hand, the smaller size of the instrument panel means the reduction of information on the instrument panel and the transfer of information to other display screens. Regarding autonomous driving perception information, since the size of the instrument panel cannot meet the display of full information, it also begins to transfer to the central control, such as the XPeng P7 and the recently hot Mustang Mach-E.
On the other hand, the popularity of HUDs is gradually shaking the status of the instrument panel as the main information display interface.
Therefore, in the future, whether the instrument panel will shrink further, even to the point of disappearance, is only a matter of time.
As car visual interaction devices continue to iterate, users’ visual reliance on instrument panels is rapidly diluting. The existence of audio and video entertainment functions in smart cabins has become increasingly important, and the increasing requirements for screen display of vehicle functions indicate that the era of large central screens led by Tesla will continue.
The star models of this auto show, the 15.5-inch central display of the Ford Mustang Mach-E and the 15.4-inch central display of the Li Xiang One, both exceed Tesla Model 3’s 15 inches. At the same time, we also see that car manufacturers have restrained from overly large screen sizes, such as the 17-inch of Model X and even the exaggerated 48-inch of BYTON, which have rarely appeared at this auto show.
Screens are becoming more expensive
If Tesla leads the trend of increasingly larger displays in cars, then the release of the Mercedes EQS undoubtedly leads the trend of increasingly expensive screens in cars. The three OLED display screens have such a strong visual impact that it cannot be ignored.As a colleague in the editing department joked: “Every pixel flows with nobility and luxury.”
In addition to the Mercedes-Benz EQS, the IM L7 also uses a 12.8-inch OLED curved screen below the triple screen.
OLED screens have high brightness, good luminescence, large viewing angles, good shock resistance, and low-temperature resistance. Moreover, they can be bent, providing greater possibilities for interior design.
Coincidentally, from 2020 to the present, various smartphone manufacturers have highlighted the importance of “good screens” (please see Xiaomi 11’s marketing campaign). After all, as the primary interaction interface, “good screens” are the most intuitive aspects that can be perceived.
However, due to high prices, screen lifespan, and other problems, OLED has made major car manufacturers hesitant. Whether Mercedes-Benz’s attempt will make OLED mainstream remains to be seen.
One thing that can be certain, though, is that the competition between major brands for in-car screens has begun and the focus is shifting from “I have it, and you don’t” to “I have it better than you.”
The rapid popularity of HUD
From the cool technology that could only be seen in fighter cockpit to the automotive industry’s introduction of it as a means of improving the competitiveness and even the showmanship of new models, HUD did not become the focus of attention at this year’s car show. Despite this, we still saw the configuration of W-HUD (Windshield-HUD) on several exhibited models, such as the Star Yue L and JiKe 001.
From a product perspective, the installation of HUD is to effectively shorten the driver’s visual focus and attention from the road surface to the center console/instrument panel and back to the road surface, thereby enhancing driving safety. On the other hand, it is also to project information such as speed, temperature, incoming calls, navigation, and road conditions into the forward field of vision.
Whether in terms of visual perception efficiency or interactive experience, the experiential revolution brought about by the installation of HUD in cars is undoubtedly huge.
Considering various manufacturers’ cost considerations, it’s not difficult to guess that W-HUD will still be mainstream over the next few years, as they move from high-end models to low-end models and from high-grade to low-grade and from optional to standard.
The current highest level of AR-HUD has accompanied the release of the new Mercedes-Benz S and has become the focus of the automotive industry.
Manufacturers have shown no signs of slowing down the evolution of the car HUD technology. We believe that, with the premise of relatively mature technology, the main installation of HUD in cars will enter an explosive period around 2025.
According to internal sources, Chinese car brands such as SAIC, Geely, and FAW have already made corresponding plans. We believe that, at next year’s exhibition, we will probably see more models equipped with AR-HUD.
Joint ventures are in decline
Compared with the busy scenes of Chinese domestic and luxury brand exhibitions, the booths of many joint venture brands are almost deserted. Some models of the former two even require more than half an hour of queueing to have the chance to enter the cabin and appreciate the true look. However, on the booths of joint venture brands such as Toyota, Honda, Mitsubishi, Jeep, Subaru, Nissan, Kia, and Mazda, there are few visitors who open the door and test-drive.
We think that the lack of innovative exterior design and slightly outdated vehicle interior may be the reason why they have failed to attract more attention. In the colorful exhibition cars of domestic and luxury brands, mechanical instruments are hard to find. However, they are still standard on most of the joint venture brand exhibition cars, along with narrow central control screens and somewhat outdated user interfaces, forming a sharp contrast with the former.
We must admit that some Japanese joint venture brands still maintain good sales with their good quality and reputation. However, the future of more joint venture brands is worrying.
Epilogue: Have the car manufacturers changed, or have we?
We believe that larger and better car screens will be an inevitable trend, and the sound of going buttonless is becoming more and more intense. We still choose to keep physical buttons like volume control in front of us and within reach.
This is an anxious era. People’s pursuit of efficiency, quality, and aesthetics has greatly changed the market.
The display screen is not the only standard for measuring the intelligence of a car cabin. However, it is the user that influences car manufacturers’ reasonable planning of an intelligent cabin and their increasing emphasis on the terminal experience.
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.