智能驾驶遭监管重锤：车企营销话术还能“飞”多久？

Core Viewpoint - The recent tragic incident involving the Xiaomi SU7 has exposed the misleading marketing practices in the smart driving sector, prompting regulatory actions to ensure safety and accountability in the industry [3][4]. Industry Overview - The penetration rate of L2-level autonomous driving in passenger vehicles reached 55.7% in 2024, with predictions suggesting it could approach 65% by 2025 [4]. - Smart technology has become the third most critical factor in car purchasing decisions, following quality and performance, surpassing brand and price considerations [4]. - A significant 76% of users consider "highway NOA" essential, while 64% view "urban NOA" as indispensable, and 77% deem "automatic parking" necessary [4]. Marketing Practices - Car manufacturers have been using aggressive marketing tactics, creating terms like "full-scene intelligent driving" and "zero takeover," which blur the lines between L2-level assistance and full autonomy [4][5]. - A survey indicated that 62% of young car owners mistakenly equate "intelligent auxiliary driving systems" with "autonomous driving," highlighting a significant gap in consumer understanding [5]. Regulatory Changes - The Ministry of Industry and Information Technology (MIIT) has introduced new guidelines to regulate the marketing and testing of smart driving technologies, emphasizing the need for clear communication of system capabilities and safety measures [3][6]. - The new regulations prohibit the use of public testing for users, requiring manufacturers to conduct rigorous simulations and validations before releasing products [6][7]. - Over-the-air (OTA) software updates will now require approval and must undergo thorough verification, impacting the rapid iteration strategies previously employed by some manufacturers [7][8]. Marketing and Communication Standards - The new guidelines mandate the use of standardized terminology in marketing, discouraging misleading phrases like "autonomous driving" and "hands-free" [8][9]. - Manufacturers are required to clearly communicate the limitations of their systems, such as inability to recognize stationary obstacles or performance issues in adverse weather conditions [9]. Future Implications - The introduction of these regulations aims to reshape the industry towards safety, authenticity, and sustainability, moving away from exaggerated marketing claims [10]. - As the industry adjusts to these changes, consumer perceptions are expected to shift from blindly chasing technological advancements to a more rational evaluation of functional value [10].