Group 1 - The core issue of in-car advertising has led to a significant increase in consumer complaints, with a 210% year-on-year rise in complaints in 2024, making it the second-largest consumer rights concern after battery safety [1] - Consumers are primarily concerned about driving safety and the perceived infringement of personal ownership and privacy rights due to in-car advertisements [1] - Car manufacturers are motivated to push in-car ads to reach potential buyers and explore new revenue streams through software services amid intense market competition [1] Group 2 - In-car systems have unique advantages over mobile ads, as they can gather rich contextual data, which allows for targeted advertising based on vehicle status, such as maintenance needs or low battery levels [2] - The market penetration rate of smart connected vehicles in China is expected to exceed 80% by 2026, yet the software revenue for most domestic car manufacturers remains low, at only 1% to 3% [2] - Companies like Tesla and Li Auto have made progress in monetizing in-car systems, with Li Auto's "Task Master" feature allowing users to earn points by watching ads, achieving a participation rate of 34% [2] Group 3 - The optimal model for in-car commercialization should be seamless, where users do not perceive the commercialization, indicating a need for innovation in service and revenue generation [3] - Car manufacturers face new challenges in balancing service convenience for users with their own revenue generation, exploring alternatives to advertising for income [3] - As the penetration of smart vehicles increases, the establishment of regulations and standards for in-car advertising is urgent, with the EU already working on regulations that require user consent for ads [3]

近期，深蓝汽车的"广告门"事件持续引发热议，促使汽车行业深入反思一个核心问题：随着硬件利润的逐渐减少，软件服务是否能成为新的收入来源？ 这一事件揭示出车企在商业模式转型过程中普遍存在的焦虑。明年，我国智能网联汽车的市场渗透率预计将超过80％，然而，车载系统的盈利潜力似乎未能 与硬件技术的快速发展保持同步。探索车载系统作为"第三空间"商业化路径时所面临的困境与挑战，核心问题在于如何确保用户体验的同时，有效开发车载 屏幕的商业价值。 广告变现的理想与现实 车机广告并非无端出现，其背后有着严密的商业逻辑支撑。智能汽车的中控屏幕与智能手机相似，都是用户注意力集中的交互界面。我国车主平均每天在车 内停留87分钟，由此形成的注意力经济具有显著的商业价值。在回应广告争议时，深蓝汽车首席执行官邓承浩表示，通过车机推送万元购车券信息，是因为 内部统计显示约50％的目标用户未留意该优惠，这种基于用户行为的精准推送理论上能提升营销效率。 车机广告的独特优势在于其场景化精准触达能力。与手机广告相比，车机系统能获取更丰富的场景数据，如车辆位置、行驶轨迹、剩余油量／电量、保养周 期等，为广告场景化匹配提供了基础。当系统检测到车辆需要保养 ...