3 6 Ke·2025-07-28 12:01Core Viewpoint - The automotive industry is experiencing a significant shift in pricing strategies for advanced driving features, driven by the anticipated arrival of Tesla's Full Self-Driving (FSD) technology in China, leading to a price war among local manufacturers [1][3][16]. Group 1: Price Changes and Market Reactions - Since April 2023, a price collapse regarding advanced driving features has swept through the Chinese electric vehicle market, with many features that previously required substantial fees now being offered for free or at significantly reduced prices [2][4]. - Tesla announced a price cut for its FSD from $12,000 to $8,000 and introduced a subscription option at $99 per month, prompting immediate reactions from Chinese automakers [4]. - Following Tesla's announcement, Xpeng Motors declared that its XNGP feature would be free for all current MAX model owners, marking the beginning of a trend towards free advanced driving features [6]. Group 2: Industry Dynamics and Consumer Behavior - The automotive industry is witnessing a preemptive strike by local players to reshape the market dynamics before Tesla's FSD launch, indicating a strategic shift rather than a mere price reduction [3][17]. - A survey by Deloitte revealed that Chinese consumers prefer to pay a one-time fee for automotive features rather than subscribe, leading to a decline in willingness to pay for advanced driving technologies [9]. - The shift towards free features is seen as a way to attract users and gather valuable driving data, which is crucial for the development of autonomous driving technologies [12][10]. Group 3: Data as a Future Asset - The automotive industry's business model is evolving towards valuing data as a key asset, with companies betting on the long-term value of operational data over short-term software sales [13][17]. - The concept of "data loop" is emphasized, where real-world driving data collected from vehicles is essential for training AI models, positioning data as a critical resource for future innovations [12]. - The potential for data monetization is highlighted through models like Usage-Based Insurance (UBI), which can offer personalized insurance rates based on driving behavior, showcasing a direct financial benefit from data collection [15].