2025上海车展：智驾降温，安全提档

Core Viewpoint - The 2025 Shanghai Auto Show reflects a shift in the automotive industry's approach to intelligent driving, emphasizing "assistance" rather than "autonomous driving" due to stricter regulations, leading companies to adjust their marketing strategies accordingly [1][6][10]. Group 1: Shift in Marketing Language - The term "assisted driving" has become a mandatory inclusion in marketing materials, with companies like Deep Blue Automotive and Huawei highlighting their collaboration on intelligent assistance systems [3][5]. - The promotion of "high-level intelligent driving" has been toned down, with companies like BYD changing product descriptions from "high-level intelligent driving" to "driving assistance" [5][6]. - A significant number of companies have revised their promotional materials to comply with new regulatory standards, removing exaggerated claims about intelligent driving capabilities [6][10]. Group 2: Regulatory Influence - The tightening of regulations by the Ministry of Industry and Information Technology (MIIT) has led to a crackdown on misleading advertising related to intelligent driving, with specific terms deemed inappropriate for marketing [6][8]. - The MIIT has emphasized the need for automotive manufacturers to conduct thorough testing and verification of driving assistance systems, ensuring clear communication of system capabilities and safety measures [6][10]. Group 3: Focus on Safety - The emphasis on safety has become a central theme at the auto show, with companies showcasing vehicle safety features and structural integrity [11][14]. - Xiaopeng Motors announced the launch of an AI intelligent driving safety training camp, focusing on educating consumers about the boundaries of assistance features [13][14]. - Various companies, including Seres and Aion, have introduced comprehensive safety systems, highlighting their commitment to safety in the development of intelligent driving technologies [14][15].