车机盈利的答案在“平衡”中

Core Insights - The "advertising incident" involving Deep Blue Automotive has sparked significant discussion within the automotive industry regarding the potential of software services as a new revenue source amid declining hardware profits [2] - The event highlights the anxiety faced by automakers during their business model transformation, particularly as the market penetration rate of smart connected vehicles in China is expected to exceed 80% next year [2] - The challenge lies in effectively monetizing in-car systems while ensuring a positive user experience [2] Advertising Monetization - In-car advertising is supported by a robust commercial logic, as the central control screen of smart vehicles serves as a focal point for user attention, similar to smartphones [3] - Chinese car owners spend an average of 87 minutes in their vehicles daily, creating significant commercial value through attention economics [3] - Deep Blue Automotive's CEO stated that targeted advertising based on user behavior can enhance marketing efficiency, as internal statistics show that about 50% of target users missed promotional offers [3] User Experience Challenges - There is a delicate balance between advertising methods and user experience, as intrusive ads can provoke negative reactions from users [4] - A survey indicated that 68% of respondents accept passive advertising formats that do not interfere with driving, while 92% oppose ads during navigation [4] - The industry faces a common challenge in balancing data utilization for targeted advertising with privacy protection [4] Software Commercialization Disparities - The automotive industry's software commercialization shows a stark divide, with pioneers like Tesla achieving significant results, while most domestic automakers see software revenue at only 1% to 3% [5] - Subscription models are becoming mainstream among high-end brands, but they require strong brand premium capabilities [5] - Advertising revenue sharing is another explored avenue, with companies like Li Auto implementing light ad placements that yield limited revenue [5] User Demographics and Preferences - Different user demographics exhibit varying tolerances for in-car advertising, with younger users (ages 25-35) showing higher acceptance but demanding higher quality ads [6] - This shift in user mindset indicates that in-car advertising must evolve to be more refined and intelligent [6] Creating a Sustainable Ecosystem - The exploration of in-car profitability models must focus on creating user-recognized value, as highlighted by Mercedes-Benz's CTO [7] - Intelligent service scenarios, such as offering car wash appointments during bad weather, can blur the lines between advertising and service, increasing user acceptance [7] - Building an open ecosystem is crucial for expanding revenue bases, as individual automakers have limited user scales [8] Regulatory and Standardization Needs - The establishment of industry standards for in-car advertising is becoming urgent, especially as more vehicles become connected [8] - The EU is already working on regulations requiring explicit user consent for in-car ads and providing easy opt-out options [8] Future Outlook - The transition from "functional vehicles" to "smart vehicles" necessitates trial and error in business model exploration, similar to the internet industry's evolution from free to paid services [9] - Successful business models must be built on user value, with the potential for suitable profitability models emerging in the next 3-5 years as technology matures and user habits evolve [9] - The Deep Blue Automotive incident should be viewed as a starting point for industry reflection and progress, emphasizing the importance of maintaining the core value of providing safe and comfortable mobility experiences [9]