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].