【CXO观点】大众CDO Jungwirth：更好移动出行，造摁钮即停公交

北京车展开幕第一天，大众集团首席数字官Johann Jungwirth在展台会议室接受了媒体群访，生动地阐述了他们“给所有人带来更好的移动出行”的想法。

怎样才能带来“更好的移动出行”？Jungwirth称他们目前认为可以从两个方面着手解决，自动驾驶的电动车，以及网约车。CXO UNION CXO联盟 cxounion.cn

在他看来，自动驾驶的电动车无疑是对城市安全、清洁和噪音问题的一项相当不错的解决方案。没有人来开车，自然也不会有酒驾、闯红灯等现象，而城市出行从此一键按钮就能解决，显然轻松了许多。

而在网约车方面，他们正在做的一项想要颠覆格局的事情正是将SEDRIC纳入到滴滴出行的出行网络布局中。CXO UNION CXO联盟 cxounion.cn

一、筹划SEDRIC概念车，改造未来出行

大众CDO Johann Jungwirth：我们希望让SEDRIC在中国乃至在全球范围内成为现实，从整个业务价值链的角度，需要在五个层面上做好工作。CXO UNION CXO联盟 cxounion.cn

第一，当然是自动驾驶系统，这是一项非常复杂的技术。在集团内部，我们与奥迪合作研发相关解决方案；我们还和硅谷的自动驾驶研发公司Aurora展开了在自动驾驶领域的合作；此外，我们也正在评估与一些中国企业的合作，包括百度等，积极寻找新的合作伙伴。

第二，从品牌的角度打造SEDRIC，我们正在为设计、研发、生产制造以及最后的量产环节做充分的准备。CXO UNION CXO联盟 cxounion.cn

第三，整个车队的运营和管理网络。在这一方面我们可以充分利用与首汽集团之间的合作，因为首汽集团在中国拥有非常丰富和广泛的车队网络。

第四，是移动出行平台和移动出行服务，包括网络约车，共乘业务等。这一领域的工作我们同样也可以通过和滴滴出行之间的合作来实现。

第五，是内容层面。我们与中国的百度、阿里巴巴、腾讯这三家BAT公司展开合作，研究怎样提供更多不同的内容，例如基于广告的内容等。CXO UNION CXO联盟 cxounion.cn

所以我们希望通过从这五个方面着手，并最终变成现实。

如果这变成了现实，未来我们出行的局面也许就将是，你一摁手柄，一辆“烤面包机”一样的电动公交就在你面前停下，载着你安全抵达目的地。这是大众首款直接以SAE第5级自动驾驶为目标的概念车，将时下的两大热点自动驾驶和共享经济完美结合在了一起，可以说是用变革解决了当下移动出行拥堵、嘈杂、昂贵等等难题。

二、人性化的数字智能，创新正在进行

我们能感觉到 大众这家传统车企已经花费了超出我们预计的心思在软件智能领域的开发上，在媒体会上也有人就此提出了疑问。CXO UNION CXO联盟 cxounion.cn

01 在您的带领以及集团数字化转型的推动下，未来五年大众汽车集团将给消费者带来哪些好处？CXO UNION CXO联盟 cxounion.cn

大众CDO Johann Jungwirth：第一个好处，就是我之前提到的“移动出行服务”。怎样通过我们的自动驾驶、电动汽车在未来五年为消费者提供服务，这是我们要努力的一个方向。

第二个是数字化客户关系。基于一个数字化的ID身份和整个生态系统，我们的汽车客户能够在不同的场景都有一个完整的体验，在这个过程中，我们还可以加入更多内容，例如程序化广告、客户关系管理，以及一些奖励忠诚度计划等等。

第三个是数字化产品。我个人认为这里面包含虚拟现实（VR）、增强现实（AR）、人工智能（AI）等基于场景和内容的各种不同的服务。这样可以更好地了解我们的客户要去哪里以及有什么样的需求，提供很多非常个性化的体验和服务。CXO UNION CXO联盟 cxounion.cn

第四个是数字化企业。这是指我们集团内部流程怎样通过一些机器深度学习、人工智能、自动化或者流程等技术，让我们的员工拥有更好的工作体验和对大众有数字化的认识。

02 目前在您的领导下，大众汽车集团现有的量产车型产品在数字化上有一些怎样的进展？

大众CDO Johann Jungwirth：我们第一步的目标，是希望能够做到互联。目前车型无法做到完全互联，有一些是内置式的互联，或者将它跟OBD接口进行连接以达到互联；

第二步就是希望通过互联来拥有更好的数字化体验，我们希望提供的是一个智能化的伴侣，从而能够帮助改善客户的生活。例如在客户需要的时候提供其所需要的信息，轮胎保养或是车窗没关等等；CXO UNION CXO联盟 cxounion.cn

还有一点非常重要，我们不想把事情变得非常复杂，希望尽可能简易化。

面对不断升级的消费者需要，大众所作出的智能化战略规划可总结为富有情感、高价值、操作简便、和创新，在燃油汽车保持领先的同时创新数字化的出行生活。

三、“硅谷”模式带进传统车企，挑战在于人才体系

01 您认为传统汽车行业与互联网企业的造车理念有什么不同之处？

大众CDO Johann Jungwirth：这两者的不同之处，正是我希望能够给大众汽车带来的不一样的东西。你会发现在高科技行业，硬件、软件、服务已经做到了非常深入的垂直整合，但在汽车行业，目前还是侧重于硬件方面。我们正在努力，希望在软件和服务方面，也能够达到高水准。我也非常乐意把我在硅谷的经验和想法带到汽车这个传统企业中去，目前我从大众感受到的企业氛围令我非常满意。CXO UNION CXO联盟 cxounion.cn

02 我有两个问题。第一，您提到主机厂与手机厂商不一样，因为前者如果把软硬件全部装上会更难，难点在哪里？另外，您认为OEM跟互联网公司开展合资合作时困难在哪里？比如，在上汽与阿里合资“斑马”的时候，因为文化差异巨大导致困难，您怎么看？

大众CDO Johann Jungwirth：第一个问题，当我们在打造自己的软件和服务的过程中，最大的困难首先要归因于资源：企业内部需要人工智能或者机器学习等领域的人才来打造数字化平台和创建生态系统。我们也需要不断寻求合资伙伴，寻找适当的并购机会以提升我们自身在软件和服务方面的能力。归结起来，挑战在于人才和合作伙伴。CXO UNION CXO联盟 cxounion.cn

第二个问题，最大的挑战来自于行业和公司本身的流程。出门问问公司强调创新、强调速度。我作为出门问问的董事，希望能更好地解决在合作过程中出现的文化层面的差异。我们也希望把出门问问的技术，比如语音识别、人工智能，整合到我们一级供应商的硬件模块里面。

但有一个非常好的消息是，三年前对汽车行业可能不那么感兴趣的人才，现在正在被大众在智能、服务、软件行业的进展所吸引。CXO UNION CXO联盟 cxounion.cn

在苹果的工作经验让Johann Jungwirth着眼点明确，传统车企向智能化转型必须从人才和体系上作出努改变，他们需要更多的软件智能领域的人才，同时需要更创新的体系来适应与之前不同的制造模式差异。

四、更好更安全的移动出行，大众旨在颠覆

在最后，Johann Jungwirth也对安全性的疑问做出了解答。在这个大数据时代，汽车之间互联的升级是否会带来安全隐患令人担忧，但Johann Jungwirth称，这一点他们在设计之初就会想到，系统将被做的足够的安全，不会被侵入；即使被黑客侵入，也要确保最核心的系统不会产生很大的破坏。他还提出了数字金融（Digital Finance）的概念，未经用户同意的数据绝不应被泄露。CXO UNION CXO联盟 cxounion.cn

大众的想法旨在颠覆。我们能看到大众并不想仅仅依靠合资伙伴来跟上智能化的趋势，他们提出的创意完全是站在规划未来的角度。SEDRIC概念车是带来更好移动出行的直接产物，我们期待他们能成功落地电动和共享融合的方案，让城市出行变得更加轻快智能。

翻译：

On the first day of the Beijing Auto Show, Johann Jungwirth, chief digital officer of Volkswagen Group, was interviewed by a group of media in a conference room at the booth, where he vividly explained their idea of “bringing better mobility for all”.

What will it take to bring about “better mobility”? Jungwirth says it currently sees two solutions: self-driving electric cars and ride-hailing.

In his view, self-driving electric cars are a good solution to the safety, cleanliness and noise problems of cities. With no one behind the wheel and no drunk driving or red light running, getting around the city is much easier at the touch of a button.CXO UNION CXO联盟 cxounion.cn

In terms of ride-hailing, one of the things they’re doing to shake things up is incorporating SEDRIC into Didi Chuxing’s mobility network.

Planning the SEDRIC concept car to transform the future of travel

Johann Jungwirth: We want to make SEDRIC a reality in China and globally. From the perspective of the entire business value chain, we need to work on five levels.

Number one, of course, is the autopilot system, which is a very complex technology. Within the group, we work with Audi to develop relevant solutions; We’re also working with Aurora, a Silicon Valley autonomous driving company, on autonomous driving; In addition, we are also evaluating cooperation with some Chinese enterprises, including Baidu, and actively looking for new partners.

Second, to build SEDRIC from a brand perspective, we are preparing for design, research and development, manufacturing and finally mass production.

Third, the operation and management network of the entire fleet. We can take full advantage of our cooperation with Shouqi Group in this regard, as Shouqi Group has a very rich and extensive fleet network in China.

Fourth, mobile travel platform and mobile travel services, including online car booking, ride-sharing services, etc. We can also work in this area through the cooperation with Didi Chuxing.CXO UNION CXO联盟 cxounion.cn

Fifth

the content level. We worked with China’s BAT companies — Baidu, Alibaba and Tencent — to figure out how to offer more different content, such as ad-based content.CXO UNION CXO联盟 cxounion.cn

So we hope that by starting from these five areas, it will eventually become a reality.

If this becomes a reality, the future of travel could see a toaster-like electric bus pull up in front of you as soon as you press the handle and take you safely to your destination. This is Volkswagen’s first concept car directly targeting SAE Level 5 autonomous driving, which perfectly combines the two hot topics of autonomous driving and sharing economy, and can be said to solve the current problems of congested, noisy and expensive mobile travel with a revolution.

Human digital intelligence, innovation is happening

We get the sense that Volkswagen, a traditional car company, has been spending more on software intelligence than we expected, and some people have questioned this in the press conference.CXO UNION CXO联盟 cxounion.cn

Q: Under your leadership and driven by the group’s digital transformation, what benefits will Volkswagen Group bring to consumers in the next five years?

Johann Jungwirth: The first benefit is the “mobility service” I mentioned earlier. How do we serve consumers in the next five years with our autonomous, electric vehicles? That’s one of the things we’re going to be working on.

The second is digital customer relations. Based on a digital ID identity and the entire ecosystem, our automotive customers can have a complete experience in different scenarios, and we can add more content along the way, such as programmatic advertising, customer relationship management, and some reward loyalty programs.

The third is digital products. I personally think it includes virtual reality (VR), augmented reality (AR), artificial intelligence (AI) and other different services based on scenes and content. This allows us to better understand where our customers are going and what their needs are, providing a lot of very personalized experiences and services.CXO UNION CXO联盟 cxounion.cn

The fourth is digital enterprise. This refers to how our internal processes, through some machine deep learning, artificial intelligence, automation or process technology, enable our employees to have a better work experience and a digital understanding of the public.

Q: Under your leadership, what progress has Volkswagen Group made in digitization of its existing mass-produced models?CXO UNION CXO联盟 cxounion.cn

Johann Jungwirth: Our goal for the first step is to be able to connect. Current models can not achieve complete interconnection, some are built-in interconnection, or connect it with OBD interface to achieve interconnection;

The second step is to have a better digital experience through connectivity. We want to provide an intelligent companion that can help improve the lives of our customers. For example, provide the customer with the information he needs when he needs it, such as tire maintenance or leaving the window open, etc.;

It’s also very important that we don’t want to make things too complicated, we want to make it as simple as possible.

In the face of constantly upgrading consumer needs, the intelligent strategic planning made by Volkswagen can be summarized as emotional, high value, simple operation, and innovation. While maintaining the lead of fuel cars, it also innovates digital travel life.CXO UNION CXO联盟 cxounion.cn

“Silicon Valley” model into the traditional car companies, the challenge lies in the talent systemCXO UNION CXO联盟 cxounion.cn

Q: What do you think is the difference between the traditional auto industry and the Internet companies’ concept of building cars?

Johann Jungwirth: The difference between the two is what I hope to bring to Volkswagen. You can see in the high-tech industry that there is a very deep vertical integration of hardware, software and services, but in the automotive industry, it’s still focused on the hardware side. We are working hard to achieve high standards in software and services. I am also happy to bring my experience and ideas from Silicon Valley to the traditional enterprise of automotive, and I am very satisfied with the corporate atmosphere I have received from Volkswagen so far.

Q: I have two questions. First, you mentioned that host manufacturers are different from mobile phone manufacturers, because it is more difficult for the former to install all the hardware and software. What is the difficulty? In addition, what do you think are the difficulties for Oems to develop joint ventures with Internet companies? For example, in the “Zebra” joint venture between SAIC and Alibaba, there were difficulties due to huge cultural differences. What do you think?

Johann Jungwirth: Number one, when we’re building our software and services, the biggest difficulty is primarily due to resources: we need people inside the enterprise in areas like artificial intelligence or machine learning to build digital platforms and create ecosystems. We also need to constantly seek joint venture partners and appropriate acquisition opportunities to enhance our capabilities in software and services. The challenge, it boils down to, is talent and partners.CXO UNION CXO联盟 cxounion.cn

Second, the biggest challenge comes from the industry and the process of the company itself. Go out and ask about the company’s emphasis on innovation and speed. As a director who goes out to ask. I hope to better solve the cultural differences in the process of cooperation. We also want to integrate the technology of going out and asking. Such as speech recognition and artificial intelligence, into the hardware modules of our tier 1 suppliers.

But the very good news is that talent that three years ago might not have been so interested in the auto industry is now being attracted by VW’s advances in intelligence, services and software.

Johann Jungwirth’s working experience at Apple made it clear that the transformation of traditional auto companies into intelligent companies must be made in terms of talents and systems. They need more talents in the field of software intelligence, and they need a more innovative system to adapt to the different manufacturing modes.CXO UNION CXO联盟 cxounion.cn

Better and safer mobility, VW aims to disrupt

In the end, Johann Jungwirth also addresses the security question. In the age of big data, there are concerns about the security implications of upgrading the interconnection between cars. But Jungwirth says that they were designed with the idea in mind that the system would be made secure enough that it could not be hacked. Even if hacked, make sure that the most core systems do not cause a lot of damage. He also introduced the concept of Digital Finance, where data should never be leaked without a user’s consent.CXO UNION CXO联盟 cxounion.cn

Popular thinking aims to disrupt. We can see that Volkswagen doesn’t want to rely solely on their joint venture partners to keep up with the smart trend. And that their ideas are all about planning for the future. The SEDRIC concept is a direct product of better mobility. And we look forward to their successful implementation of electric and sharing solutions to make urban mobility more agile and intelligent.

如需加入CXO UNION（CXO联盟）高管社群，请联系社群小伙伴哦~

本文由CXO UNION-CXO联盟（cxounion.cn）转载而成，来源：T媒体；编辑/翻译：CXO UNIONCXO联盟小C。

免责声明: 本网站(http://www.cxounion.cn/)内容主要来自原创、合作媒体供稿和第三方投稿，凡在本网站出现的信息，均仅供参考。本网站将尽力确保所提供信息的准确性及可靠性，但不保证有关资料的准确性及可靠性，读者在使用前请进一步核实，并对任何自主决定的行为负责。本网站对有关资料所引致的错误、不确或遗漏，概不负任何法律责任。
本网站刊载的所有内容(包括但不仅限文字、图片、LOGO、音频、视频、软件、程序等) 版权归原作者所有。任何单位或个人认为本网站中的内容可能涉嫌侵犯其知识产权或存在不实内容时，请及时通知本站，予以删除。