Core Viewpoint - The president of Bosch Intelligent Driving Control in China, Wu Yongqiao, argues that the strategy of free promotion and equal access to intelligent driving features in the automotive industry should be abandoned, advocating for a paid model to avoid disastrous consequences for the industry [1][2]. Industry Challenges - Wu highlights three main pressures: a profit crisis in the industry, sustainability issues in technology, and supply chain imbalances, which necessitate the cancellation of the "equal access" strategy for intelligent driving features [2]. - Despite a 7% revenue growth and a 14% increase in passenger car sales in early 2025, the overall industry profit has declined by 11.9%, indicating a "growth without profit" dilemma exacerbated by price wars [2]. Investment and Development - Significant investments have been made by automakers in intelligent driving systems, with BYD employing 4,000 people in its intelligent driving team at a monthly cost of 1 billion yuan [2]. - The pressure on suppliers to invest in research and development is increasing due to ongoing price competition, which could lead to a halt in technological upgrades if the industry adopts a free model [3]. Market Dynamics - Most automakers, except for a few like Tesla and Huawei, are currently offering intelligent driving systems for free, which could undermine the development of high-quality products [3][4]. - The competitive landscape has led to prices for vehicles equipped with intelligent driving systems dropping below 100,000 yuan, with some models like Chery's offering features for as low as 60,000 yuan [4]. Consumer Perspectives - Many consumers express reluctance to pay extra for intelligent driving features, questioning the value of paying for a function they feel should be included in the vehicle's price [5][6]. - The current state of intelligent driving technology is perceived as not mature enough for consumers to justify additional costs, with many preferring to wait until the technology improves [5][6]. Future Outlook - Experts suggest that a subscription model for intelligent driving features may not be feasible until around 2030, as the market is still in the early stages of developing effective marketing strategies [6].

Core Viewpoint - The recent trend of "free intelligent driving" services among various automotive companies has sparked significant discussion and competition in the industry, with companies like Leap Motor leading the charge by offering free intelligent driving software and refunds for previous payments [2][3][4]. Group 1: Company Initiatives - Leap Motor announced that from April 10, all intelligent driving software in its models will be free, including the high-speed intelligent navigation assistance (NAP) feature, and will refund fees to users who previously paid for NAP [3][4]. - BYD has also adopted a similar strategy, offering its high-level intelligent driving system, "Tianshen Eye," as standard across all models [3]. - Chery announced that its intelligent driving system, "Falcon Intelligent Driving," will be standard across all its brands starting in 2025 [3]. Group 2: Cost Dynamics - The cost of intelligent driving technology has decreased significantly, with the hardware cost for high-speed NAP now below 1,000 yuan, allowing companies to offer these features without additional charges [5]. - According to reports, the hardware cost for BYD's Tianshen Eye system has fallen to below 4,000 yuan [5]. Group 3: Market Reactions - Despite the push for free intelligent driving features, some companies like NIO and Tesla continue to charge for their services, with Tesla's enhanced autopilot priced at 32,000 yuan and subscription options available [6][7]. - NIO offers varying durations of free intelligent driving services with vehicle purchases, indicating a mixed approach in the market [7]. Group 4: Consumer Perspectives - A significant portion of consumers (90%) are willing to pay extra for advanced intelligent driving services, with 30% willing to pay over 10,000 yuan [10]. - However, consumer sentiment indicates that the usability and effectiveness of intelligent driving systems are more critical than whether they are free, with some expressing concerns over the reliability of these features [9][10].