3 6 Ke·2025-05-06 10:58Core Viewpoint - The Chinese new energy vehicle market is undergoing a silent transformation, with a shift from "smart driving" to "assisted driving" among various car manufacturers, reflecting pressures from tightening regulations, ambiguous responsibility definitions, and intensified market competition [1][2][9] Policy Changes - Regulatory bodies such as the Ministry of Industry and Information Technology and the Ministry of Public Security have mandated the use of "assisted driving" terminology instead of "automatic driving" or "high-level smart driving," leading to a comprehensive shift in marketing language among car manufacturers [2][3] - During the 2025 May Day holiday, most new energy vehicle brands, including Li Auto, Xiaomi, NIO, and Xpeng, have noticeably changed their promotional language, with Xiaomi updating its SU7 vehicle's terminology from "smart driving" to "assisted driving" [2][3] Marketing Strategy Shift - Car manufacturers are now focusing their marketing efforts on traditional features such as space and battery life, rather than emphasizing smart driving capabilities unless specifically inquired by customers [2][3] - NIO has clarified the functional positioning of its models, with the ET5 offering urban NOA capabilities while the newly launched Firefly model focuses on commuting and family use without highlighting smart driving features [2][3] Responsibility Mechanism Innovation - Xpeng has adopted a more restrained approach in promoting its navigation assistance features, encouraging users to remain attentive and consider additional services like "smart driving insurance" to mitigate legal risks associated with safety incidents [3] - The industry's cautious stance aims to clarify user responsibilities and avoid disputes arising from over-promising capabilities [3] Market Competition Trends - The competition in the new energy vehicle market is evolving, with three main trends: accelerated technological parity, differentiated user experiences, and data-driven iterations [4][5] - Major manufacturers are enhancing their smart driving systems, with BYD announcing the integration of its "Tianshen Eye" system across all models, and Changan and Geely also unveiling ambitious smart driving plans [4][5] User Experience and Pricing - High-level smart driving technology is expected to penetrate the mainstream price range of 100,000 to 200,000 yuan, with predictions indicating that by the end of 2025, the penetration rate of passenger car NOA will reach 20%, nearly doubling from the previous year [5][6] - The focus on user experience is diversifying, with companies like Xpeng and Huawei enhancing their offerings through improved functionality and scene applicability [5] Industry Restructuring - The industry is witnessing a restructuring phase, with only a few new players like Li Auto and Leap Motor achieving profitability, while others face significant losses [7] - The consensus is that achieving annual sales of 400,000 units is crucial for reaching the breakeven point, prompting brands like Xpeng and Xiaomi to balance scale and cost [7] Ecosystem Development - Leading companies are building competitive advantages through ecosystem strategies, including cross-industry technology applications and infrastructure collaboration [8] - Significant investments are being made in projects like the vehicle-road-cloud integration initiative, with major cities like Beijing and Wuhan investing over 10 billion yuan to enhance smart vehicle capabilities [8] Conclusion - The shift from "smart driving" to "assisted driving" represents both a regulatory-driven adjustment and a proactive move towards practical user experiences, indicating a potential pathway for the Chinese smart automotive industry to achieve high-quality development [9]