极氪启动辅助驾驶系统升级众筹 破解高速迭代行业难题

Core Viewpoint - Zeekr has launched a crowdfunding initiative for the "Qianli Haohan H7 driver assistance system replacement," targeting over 70,000 owners of the 2024 Zeekr 001 and 009 models equipped with LiDAR in China [1][3] Group 1: Crowdfunding Initiative - This is the first large-scale intergenerational and cross-platform driver assistance system replacement in the industry, involving comprehensive replacement of underlying chips, system layout, and wiring harness [3] - The replacement for the Zeekr 001 requires nearly 60 components, with hardware costs exceeding 30,000 yuan and installation taking over 20 hours; initial R&D investment is close to 200 million yuan [3] - After successful crowdfunding, Zeekr will cover all R&D costs and more than half of the hardware upgrade costs, demonstrating its commitment to addressing user pain points [3][6] Group 2: Crowdfunding Details - The crowdfunding period is from November 24, 2025, to December 24, 2025; eligible owners can participate via the Zeekr App [5] - The crowdfunding price for the 2024 Zeekr 001 is 13,500 yuan, requiring 3,000 participants to succeed, while the 2024 Zeekr 009 is priced at 18,500 yuan, needing 1,500 participants [5] - Zeekr is also offering "Qianli Haohan assistance rights vouchers" to nearly 300,000 owners of non-Qianli Haohan systems, which can be used to offset upgrade costs or as a 20,000 yuan discount for new car purchases [5] Group 3: Industry Context - Since 2021, over 1,000 new registered electric vehicle models have emerged in China, making it the fastest market for EV iteration globally, with technology cycles compressed from years to months [5] - The rapid iteration raises challenges for maintaining the rights of existing users, a common issue across the industry [5][6] - Zeekr's previous investment of over 300 million yuan in 2022 for free upgrades of the 8155 chip for Zeekr 001 owners highlights its commitment to user experience [6] Group 4: Brand Positioning - As electric vehicle penetration increases and market competition shifts from "gaining new customers" to "retaining existing ones," the relationship between automakers and users is evolving towards a "value community" [8] - Zeekr's approach to not abandon existing users during technological iterations sets a new benchmark for the industry, emphasizing brand warmth beyond commercial efficiency [8]