车主冲进总部一年后，极氪开出“后悔药”

Core Viewpoint - The article discusses the trend of hardware upgrades in the electric vehicle (EV) industry, highlighting the recent crowdfunding initiatives by various companies, including Zeekr, to enhance their vehicles' capabilities and address customer dissatisfaction with previous models [4][9][12]. Group 1: Zeekr's Hardware Upgrade Initiative - Zeekr announced a crowdfunding plan for upgrading the smart driving system of its 2024 models, increasing computing power from 48 TOPS to 700 TOPS [4]. - The decision to offer a crowdfunding upgrade follows customer backlash over the release of newer models with better features at the same price, leading to a negative perception among existing owners [6][10]. - Over 70,000 eligible Zeekr owners can participate in this upgrade, and the response has been overwhelmingly positive, with many owners appreciating the initiative [6][8]. Group 2: Industry-Wide Hardware Upgrade Trends - The trend of hardware upgrades is not unique to Zeekr; other brands like Xpeng and Avita are also implementing similar initiatives to enhance their vehicles [12][16]. - Xpeng announced a crowdfunding plan for upgrading its smart cockpit and driving chips, significantly increasing the computing power of its vehicles [12][13]. - The article notes that the rapid pace of technological advancement in the EV sector has led to vehicles being treated more like fast-moving consumer goods, with frequent updates and upgrades [12][18]. Group 3: Challenges and Costs of Hardware Upgrades - The costs associated with hardware upgrades are significant, with Zeekr's upgrade requiring the replacement of nearly 60 components, leading to a material cost exceeding 30,000 yuan per vehicle [25]. - The complexity of hardware upgrades involves not only physical components but also extensive software adaptations, which can take months to complete [25][21]. - The article highlights that while software upgrades are often free, hardware upgrades typically come with substantial fees, making it a challenging proposition for many consumers [27][34]. Group 4: Future Implications and Regulatory Considerations - The article suggests that hardware upgrades can extend the lifecycle of vehicles and positively impact their resale value, as standardized interfaces are used [34]. - There is an ongoing discussion about the need for regulatory frameworks to manage hardware upgrades in the EV sector, similar to existing regulations for software updates [34].