Hu Xiu·2025-08-03 07:11Core Viewpoint - The automotive industry is facing a critical decision regarding the monetization of intelligent driving features, with calls for charging for these services rather than promoting them for free [4][10][20] Group 1: Industry Perspectives - Bosch's President in China, Wu Yongqiao, emphasized that all models must charge for advanced driver assistance features, rejecting the idea of free promotion [4][10] - Current intelligent driving systems exhibit various business models, with some manufacturers offering free services while others, like Tesla and Huawei, maintain subscription-based pricing [5][12] - The penetration rate of intelligent driving features is increasing, with the standard rate for NOA (Navigation on Autopilot) in China's passenger car market rising to 24.1% from 9.5% in just six months [9] Group 2: Cost Considerations - The decision to charge for intelligent driving services is driven by the need to cover substantial costs, including communication, data transmission, and personnel expenses [14][15] - The human resource costs for intelligent driving systems are significant, with companies like BYD employing large teams that incur monthly costs of up to 1 billion yuan [17] - Hardware costs, while decreasing with scale, still require ongoing investment in new technologies to maintain a competitive edge [18][20] Group 3: Market Dynamics - The competitive landscape is intensifying, with many mainstream automakers adopting a "driving equality" strategy by offering free or low-cost intelligent driving features [10][11] - However, companies like Tesla and Huawei continue to advocate for a subscription model, with specific pricing structures for their intelligent driving services [12][13] - The overall profitability of the automotive industry is under pressure, with a reported decline in profits by 11.9% despite revenue growth [20]