Ning Shuyong, president of ASU's automotive division, who visited XCAR during the Shanghai International Auto Show, said that AR-HUD products have matured and will have roadshows in early May. The following is a transcript of the conversation:
XCAR: The last time we met, I went to that communication meeting, the small-scaled one. Back then there were introductions to optical technologies, including the tailgate made with the Bestune, and all the HUD related stuff. In fact, because the technology companies in the automotive industry are relatively popular recently, ASU is getting quite famous as well, and I would like to take this opportunity know more about what is happening with ASU.
Ning Shuyong: ASU was established in April 2015, and after its establishment, it has won the favour of industrial capital such as Haier, Xiaomi, and Zhonghai Investment Management, and the company has relatively strong scientific and technological attributes. ASU mainly focuses on the field of laser virtual reality and interaction and has set up a very strong optical design team in the industry, including 4 PhDs in various fields. Now ASU has formed its own ‘lane’ and products, we focus on three major application scenarios, the first of which is consumer electronics, we are making a laser TV, and the tri-colour laser 4K HDTV will soon be on the market as well.
XCAR: Are you talking about ASU branded TV products?
Ning Shuyong: Our technology in this area is 2B. The second is rail transit, where we will turn the windows of the underground trains into screens, on which we will project news and so on.
The last piece is also the most important, which is applications to smart automotives. We currently have several products for smart automotives, one is the AR smart tailgate, when you approach the car, about 60 cm from the rear, a multi-coloured projection of various design will be projected on the ground, you just step on it and the tailgate will open, much more interesting and technological than the previous ‘kick’ induction type. We applied for national and international invention patents for this technology in 2019. The second is AR-HUD, which is mature and will be having roadshows for mainstream car manufacturers in early May. For this product, we use LCoS laser projection technology as the PGU output, successfully replacing the DLP technology monopolized by the US. And compared to DLP technology, our product is smaller in volume and have a larger field of view.
In addition, we also have other products, such as the smart VIP welcome light, side windows and sunroofs on the car can be used for smart projection, driving safety laser warning prompt system developed for large trucks, smart sales consultant for dealerships, and 3D showcase.
XCAR: What is the current acceptance of our technology by car companies?
Ning Shuyong: Now all car companies have a strong degree of knowledge about new tech products, and their innovation research department specializes in collecting new tech ideas. I probably visited about ten of the most mainstream car companies, and they were basically all very interested in us. Because now everyone realizes the importance of user experience, as a certain OEM summarizes, the user experience is divided into five perceptions, visual, audio, touch, smell and taste, and the visual perception we do accounts for 70% of people's perception ability, so we are on a nice lane in terms of competition. In addition, we are not a pure software company that cannot be seen or touched, we are a combination of software and hardware. For example, the AR-HUD placed in the car can replace the dashboard, not only saving money, but when you are not driving, the AR-HUD can also be used as a video player. We have done a lot of new tech gadgets that can directly affect the user experience, so car companies welcome us a lot, and hope that we will do verification tests as soon as possible.
XCAR: What is the future development direction of ASU in the automotive industry? Are there any new ideas to take to the car companies or lead the way for us car users?
Ning Shuyong: After all, we are a start-up company, the OEMs will have deeper research into demands for cars, but we also have ideas, it may be the first step, the second step that we come up with, they say it's good, then we will go on to the third step, the fourth step together, or maybe we mentioned something, but they say to change the angle. The relationship we have now with the OEMs is that, firstly, we mainly listen to the OEMs for what they need, and secondly, we also have our own ideas. We propose to them products, they can accept it if they think it is good, like the AR smart tailgate, the AR-HUD, are all major trends with high technology content. As long as s stable level of quality can be maintained, supply sustained and the value is good, it can be installed and mass-produced.
XCAR: My peers are familiar with you, as once you were in the core management of an OEM, and now from the OEM to the supplier position, can you share your journey?
Ning Shuyong: Because the company has strong and interesting enough technology, and it also gives me the opportunity to start a business, which I think is particularly in line with my personality and career plan. ASU has been developing for almost five years, and the product has gradually formed and achieved certain results, and after I came, it was not from 0-1, but from 1-10. In addition, I feel that when we visit the OEM, their emphasis on these new technologies makes me feel that it is time for technology and automobiles to merge, which can burst out new vitality and user value.
XCAR: You mentioned a word that I am particularly interested in, that is, it is in line with your ‘career plan’, then there is a feeling of experiencing life as a ‘Party B’ in your career plan? Or experience what it's like to start a business?
Ning Shuyong: I don't deliberately divide the so-called ‘Party A’ and ‘Party B’, I care more about entrepreneurship, because many of my friends are starting businesses. Since graduating from my masters, I worked as a Xinhua News Agency reporter for six years, my dream of being a journalist came true, and then I went to foreign companies, Motorola, Sony Ericsson, crossed over to automobile, so I have participated in the two leading industries. I think there is still a new challenge, which is entrepreneurship. Entrepreneurship is very difficult, but in line with my character, that is, I am not afraid of hardship, I think that if I can achieve things through hard work, then this thing has value, if it can contribute to the industry, to the progression of technology, to the society, then it is very good. In fact, I am still a professional manager in my heart, and we professional managers love our work and will devote ourselves to it.
XCAR: Thank you for sharing today.
