Group 1 - The automotive industry is shifting focus from price wars to smart driving technology, with companies realizing that mere price reductions have limited impact on consumer behavior and can harm brand value [1] - BYD has announced that all its models will be equipped with smart driving features, leading to a rapid industry-wide adoption of L2-level assisted driving in vehicles priced under 150,000 yuan [2][4] - The penetration rate of L2-level assisted driving in new passenger car sales in China reached 57.3% in 2024, indicating a transition from the "trial phase" to the "popular phase" for smart driving technology [2] Group 2 - Various new models, such as the BYD Seal and Leap Motor B10, are now offering advanced driving assistance features at lower price points, demonstrating a trend of cost control and technology accessibility [4][6] - The competition in smart driving technology is intensifying among domestic brands, which are rapidly expanding their offerings across different price segments, challenging traditional pricing logic [8] Group 3 - Joint ventures and collaborations are becoming essential for foreign car manufacturers to maintain market share, with companies like Dongfeng Nissan partnering with local tech firms to enhance their smart driving capabilities [10][12] - Luxury brands are also responding to the competition, with Audi and BMW introducing advanced smart driving features in their new models, indicating a shift in the luxury segment towards more accessible technology [12][14] Group 4 - Safety has emerged as a key focus in the marketing of smart driving technologies, with companies emphasizing the importance of safety features over aggressive performance claims [15][19] - The Shanghai Auto Show highlighted the industry's commitment to safety and reliability in smart driving systems, with companies like Huawei and Xiaopeng Motors prioritizing safety in their product offerings [15][17] Group 5 - The concept of "safety redundancy" and "scene optimization" has become prevalent in discussions about smart driving, reflecting the industry's recognition of the need for safety in the face of rapid technological advancement [20] - The transition of consumer attitudes towards smart driving from novelty to necessity underscores the importance of reliable technology, as companies strive to balance cost, safety, and technological advancement [20]

此前，智能驾驶之所以在市场宣传层面过于激进，和中国汽车市场的销量竞赛直接相关。为了说服消 费者买车，车企的市场部门和一线销售人员都有动力强调自家智能驾驶技术的先进性。 随着工信部等监管部门从官方层面收紧对于智能驾驶的宣传口径，风向大调整。一些平时耳熟能详的 词语忽然从车企和智驾供应商的物料上消失，"安全" 成为大多数厂商在市场营销层面的关键词 —— 这些在 2025 年上海车展上体现得淋漓尽致。 智驾普遍成 "辅助驾驶"， "安全" 成宣传关键词 工信部监管新规发布后，"安全" "辅助驾驶" 成为车展智驾宣传关键词。 文 丨 赵宇 郭瑞婵 曾兴 魏冰 编辑 丨 龚方毅 像往届上海车展一样，在本届车展媒体日第一天最早举办发布会的车企，依旧是 "本土作战" 的上汽集 团。上汽集团总裁贾健旭说，上汽要 "All in 尚界"，并得到华为终端 BG 董事长余承东的到场支持。 但这一次，余承东全程没有提及智能驾驶，只说尚界的第一款车为了加强被动安全，研发团队把车身 质量增加了 100 多公斤。 前一天晚上，华为与央视新闻共同举办了一场智能技术大会。会上，华为车 BU CEO 靳玉志宣布推出 ADS 4 方案，称其已在云 ...