众筹升级芯片，车主和车企的两难选择

Core Viewpoint - Zeekr has launched a crowdfunding initiative for hardware and software upgrades for specific models, with a one-month window for participation, indicating a significant shift in their approach to customer engagement and product enhancement [1] Group 1: Crowdfunding Initiative - The crowdfunding is available for owners of the 2024 Zeekr 001 and 009 models equipped with lidar but not the Qilin driving assistance system [1] - The upgrade involves a substantial overhaul, requiring the replacement of 53 components in the Zeekr 001 and transitioning to the NVIDIA DRIVE Thor-U platform [1] - The cost for Zeekr 001 owners is set at 13,500 yuan, targeting 3,000 participants, while Zeekr 009 owners will pay 18,500 yuan with a target of 1,500 participants [1] Group 2: Customer Sentiment and Industry Context - There is a growing dissatisfaction among car owners regarding the need to pay for upgrades that were initially marketed as included features, reflecting a broader trend in the automotive industry where older models face obsolescence compared to newer, more advanced models [4][5] - Complaints about hardware limitations and the inability to upgrade older models are prevalent, with significant numbers of complaints regarding system performance and upgrade issues reported [6][7] - The complexity and high costs associated with hardware upgrades are highlighted, with Zeekr's initiative being one of the first of its kind in the industry, involving extensive technical challenges and development costs [12][19] Group 3: Economic Considerations - The financial implications of hardware upgrades are significant, with many owners questioning the value of paying for upgrades versus purchasing new vehicles, especially when considering depreciation and potential resale value [17][19] - The presence of third-party alternatives for hardware upgrades complicates the decision-making process for consumers, as they often offer lower prices but come with risks regarding compatibility and warranty [19] - The automotive industry faces a dilemma in balancing upgrade costs with customer satisfaction, as both manufacturers and consumers navigate the complexities of evolving technology and market expectations [20]