车企智驾宣传迅速降温 强监管下车市“价格战”或趋缓

Core Viewpoint - The automotive market is expected to see a moderation in the "price war" due to stringent regulations on "smart driving" advertising, shifting the focus from "autonomous driving" to "assisted driving" [1][4][6] Group 1: Regulatory Changes - The Ministry of Industry and Information Technology has mandated that car manufacturers avoid misleading terms like "autonomous driving" and instead use "assisted driving," emphasizing the driver's responsibility [1][4] - A recent meeting highlighted the need for manufacturers to conduct thorough testing and validation of driving assistance systems, ensuring accurate representation of their capabilities [4][6] Group 2: Industry Response - Multiple brands have acknowledged that their smart driving systems are not fully autonomous and require driver engagement, with sales representatives clarifying that hands must remain on the wheel [2][3] - Companies like Geely emphasize that while they can equip all models with advanced driving assistance systems, not all consumers require such features, indicating a focus on genuine consumer needs [3][5] Group 3: Market Dynamics - The penetration rate of L2 and above Advanced Driver Assistance Systems (ADAS) in new vehicles is projected to reach 47.9% in 2024, with a higher rate in electric vehicles at 56.9% [5] - Despite changes in smart driving advertising, industry experts believe the impact on overall vehicle sales will be limited, as competition remains fierce [6][7] Group 4: Price War and Competition - The price war in the automotive market is reportedly easing, with traditional fuel vehicle brands adopting transparent pricing strategies to reduce unhealthy competition [6] - Regulatory bodies are taking steps to address "involution" in the industry, aiming to curb excessive price competition and promote technological development [6][8] Group 5: Future Outlook - Companies are expected to reassess their smart driving system designs and marketing strategies, focusing on safety and the enhancement of driving experiences [6][7] - Industry associations are advocating for healthy competition and high-quality development, urging manufacturers to adhere to ethical advertising practices [8]