Core Viewpoint - The automotive industry is currently engaged in a competitive marketing battle over Advanced Emergency Steering (AES) technology, reminiscent of the previous Automatic Emergency Braking (AEB) marketing wars, with companies emphasizing their unique capabilities and features to attract consumer attention [1][5][20]. Group 1: Marketing Competition - Companies are increasingly comparing their AES features, with claims of enhanced performance such as higher speed effectiveness and more complex operational environments [5][12]. - The marketing strategies have evolved to showcase AES capabilities in dramatic scenarios, such as performing evasive maneuvers or continuous obstacle avoidance, which may mislead consumers about the technology's reliability [18][20]. Group 2: Technology Evolution - AES, which stands for Automatic Emergency Steering, is an evolution from earlier Evasive Steering Support (ESS) systems that provided driver assistance rather than full automation [9][11]. - The transition to fully automated AES began in July 2024, with major brands like Li Auto and NIO introducing their versions of the technology, leading to a proliferation of marketing claims [12][20]. Group 3: Safety Concerns - The complexity of traffic scenarios makes the effectiveness of AES difficult to quantify, raising concerns about the potential for over-reliance on the technology during critical driving situations [17][20]. - The emphasis on continuous maneuvering capabilities in marketing may inadvertently promote risky driving behaviors, as the technology's limitations and the importance of driver awareness are often downplayed [18][22]. Group 4: Historical Context - The current AES marketing strategies echo the earlier AEB discussions, where the focus shifted from safety and reliability to eye-catching promotional tactics [20][22]. - Historical systems like ESS were designed with a focus on driver control and safety, contrasting with the current trend of promoting automated features without adequate consideration of their implications [22].