独家调研｜你是否会为智能辅助驾驶买单？

Core Insights - The automotive industry is experiencing a wave of smart technology adoption, particularly in intelligent driving, with China's L2-level assisted driving technology penetration exceeding 50%, leading globally [1] - Despite rapid development, the industry faces challenges such as exaggerated claims about driving capabilities, unreasonable subscription fees, data privacy concerns, and insufficient system reliability [1] - A recent survey indicates a high level of consumer interest in intelligent driving features but a low willingness to pay for them, highlighting a critical transition from technology adoption to market trust [1][2] Consumer Preferences and Payment Willingness - Key factors influencing car purchase decisions include safety performance (91.15%), after-sales service (53.64%), and intelligent technology configuration (43.08%) [2] - Over 80% of respondents are only willing to pay a minimal premium for intelligent driving features, with 40.08% unwilling to pay any extra fees [2] - 44.13% of respondents set a maximum willingness to pay at 5% of the vehicle price, indicating a strong preference for low-cost or free services [2] Safety Features and Payment Insights - Consumers show a strong preference for safety-enhancing features, with 63.61% willing to pay extra for enhanced visibility in adverse weather conditions [3] - 54.51% are willing to pay for driver health monitoring, reflecting concerns about driver safety [3] - 49.42% of respondents are interested in paying for fully automated parking, indicating significant market potential for this feature [4] Trust and Certification - A significant portion of consumers (82.68%) express concerns about system errors leading to accidents, while 63.05% worry about exaggerated marketing claims [5] - 74.24% of respondents believe that national safety certification would enhance their trust in intelligent driving technologies [5] - The recent release of standards by the Ministry of Industry and Information Technology aims to strengthen the safety framework for intelligent connected vehicles [6] Responsibility and Liability - Nearly half (46.53%) of respondents believe that liability for accidents should be determined based on the cause of technical failure, while 42.87% think that manufacturers should bear full responsibility [6] - The survey indicates a need for clearer responsibility definitions to foster consumer trust and support the healthy development of the industry [6] Conclusion - The survey results reveal that while Chinese consumers are highly interested in intelligent driving features, their willingness to pay remains low, and there is a significant trust deficit regarding the technology [7] - Establishing transparent standards, clear responsibilities, and effective communication will be essential for the industry's sustainable growth and consumer confidence [7]