Core Points - The new mandatory national standard for automotive door handles requires each door (excluding the tailgate) to be equipped with a mechanical release function, meaning traditional pull handles must be included alongside electronic options [1] - The criticism of hidden door handles is highlighted, as they can lead to user frustration and safety concerns, especially in adverse weather conditions [1] - The article emphasizes that safety should always be the priority in automotive design, and innovations that compromise safety for aesthetics or marketing gimmicks are not acceptable [2] Industry Insights - The automotive industry is facing scrutiny over design choices that prioritize aesthetics over functionality, such as hidden door handles and touch screens that distract drivers [1][2] - Companies that focus on practical innovations addressing consumer pain points are more likely to gain trust and positive reputation among consumers [2] - The article warns against companies that prioritize flashy marketing over quality and safety, suggesting that such approaches could lead to negative outcomes [2]

Investment Rating - The report does not explicitly state an investment rating for the smart cockpit display industry Core Insights - The smart cockpit display industry in China is rapidly developing due to the continuous impact of automotive upgrades and advancements in electronic technology, with new technologies such as OLED, Mini LED, Micro LED, and AR-HUD accelerating their application [4] - The industry is characterized by trends towards larger and more integrated displays, diversification of display technologies, and the rise of a competitive local supply chain [16][19] - The market size of the smart cockpit display industry is projected to grow from 20.406 billion RMB in 2021 to 30.269 billion RMB in 2024, with a compound annual growth rate (CAGR) of 14.05% [34] Industry Definition - Smart cockpit display refers to the devices and technologies installed inside vehicles to present various information, playing a key role in human-vehicle interaction [5] Industry Classification - The smart cockpit display industry can be classified based on the location of the display screens, including central control screens, passenger screens, instrument screens, head-up displays (HUD), and rearview mirrors [6][8][9][10][11] Industry Characteristics - The industry features a trend towards larger and multi-screen configurations, with significant advancements in display technology and the emergence of a robust local supply chain [16] Development Phases - The industry has evolved from reliance on imports to local production capabilities, transitioning from single-function displays to advanced, integrated systems [20][22][23] Industry Chain Analysis - The industry chain consists of upstream components, midstream module manufacturing and system integration, and downstream markets for original equipment manufacturers (OEMs) and aftermarket retailers [24][25][33] Market Size and Growth - The smart cockpit display market is expected to grow significantly, driven by increasing automotive sales and the demand for advanced display technologies [34][35] Competitive Landscape - The global smart cockpit display industry is highly concentrated, with leading companies like BOE and Tianma holding significant market shares due to their technological advantages and scale [42][43]

Core Viewpoint - The article highlights the discomfort and practical issues faced by electric vehicle (EV) owners due to innovative designs that prioritize aesthetics and technology over user comfort and safety, particularly in extreme weather conditions [1][3][54]. Group 1: Issues with Panoramic Glass Roofs - The panoramic glass roofs, initially marketed for their spaciousness and aesthetic appeal, have become a source of discomfort, turning vehicles into "sauna rooms" during summer [4][5]. - Many EV models, including those from brands like Zhiji, Zeekr, and NIO, feature panoramic roofs, but owners report excessive heat and discomfort, leading to potential interior damage [9][11]. - The automotive industry’s focus on design has overshadowed the need for comfort, as the technology for heat insulation has not fully addressed the issue of heat retention in extreme temperatures [11][57]. Group 2: Hidden Door Handles - Hidden door handles, while designed to reduce drag and enhance aesthetics, have received significant criticism, with 69% of consumers expressing concerns about their usability and reliability [13][15]. - Issues such as freezing in winter and mechanical failures have led to frustrating experiences for users, including incidents where door handles failed to operate during emergencies [19][20]. - The repair costs for hidden door handles are significantly higher than traditional handles, leading to dissatisfaction among consumers [20]. Group 3: Full Touchscreens - The shift to full touchscreen controls has complicated user interactions, with many drivers finding it less efficient than traditional buttons, particularly for essential functions like air conditioning [22][24]. - Complaints about infotainment systems being overly complex and slow to respond have increased, with drivers reporting delays in critical situations [26][28]. - The reliance on touchscreens can also pose safety risks, as it distracts drivers from the road [28]. Group 4: Half-Width Steering Wheels - The introduction of half-width steering wheels has created operational challenges for drivers, making standard maneuvers more difficult and increasing the risk of losing grip [29][31]. - New drivers have reported difficulties adapting to this design, leading to potential safety hazards during driving [35][39]. Group 5: Electronic Side Mirrors - Electronic side mirrors, while visually appealing, have been criticized for their delayed response times and performance issues in adverse weather conditions [41][43]. - Users have reported that these mirrors can become obscured in rain or snow, compromising visibility and safety [43][46]. Group 6: Single-Pedal Driving Mode - The single-pedal driving mode, designed to simplify driving and enhance efficiency, has led to confusion and safety concerns among drivers accustomed to traditional dual-pedal systems [49][52]. - Drivers have reported instances of mistakenly treating the accelerator as a brake, resulting in near accidents [52]. Group 7: Industry Response and Future Directions - As consumer dissatisfaction grows, some manufacturers are beginning to prioritize user experience over flashy designs, with improvements in heat insulation for panoramic roofs and adjustments to door handle designs [55][57]. - Regulatory changes are also being implemented, such as new standards for hidden door handles and restrictions on single-pedal driving modes, indicating a shift towards enhancing safety and usability in EV designs [57][59].

Core Viewpoint - The automotive industry is witnessing a shift away from "pseudo-innovation" designs, such as hidden door handles, towards more practical and safety-oriented features, as exemplified by Geely's recent launch of the Galaxy A7 and Galaxy M9, which utilize traditional mechanical door handles instead of hidden ones [2][3][4]. Group 1: Hidden Door Handles - Geely's Galaxy A7 and Galaxy M9 have opted for traditional mechanical door handles, marking a departure from the prevalent trend of hidden door handles in electric vehicles [2]. - The hidden door handle design, while initially aimed at reducing wind resistance, has faced criticism for its practicality and safety, particularly in cold climates where they can freeze [3]. - The penetration rate of hidden door handles in new energy vehicles is projected to reach 76% by 2024, indicating a significant trend in the industry [2]. Group 2: Industry Response and Standards - The Ministry of Industry and Information Technology has initiated a project to establish safety standards for hidden door handles, addressing issues such as insufficient strength and failure during power outages [3]. - Industry leaders like Great Wall's chairman have criticized the safety trade-offs associated with hidden door handles, advocating for a focus on safety over minimal wind resistance [4]. Group 3: Broader Design Trends - The automotive industry is increasingly scrutinizing various innovative features that prioritize aesthetics over functionality, such as touchscreens replacing physical buttons and large non-opening glass roofs that can lead to excessive heat [5]. - Controversial designs like electronic rearview mirrors have also been criticized for their performance in adverse weather conditions, highlighting the need for practical innovations [5]. - As the industry moves away from questionable innovations, companies are exploring more valuable and practical design solutions, such as BMW's AI-integrated "visual cone" technology aimed at enhancing driver safety [5]. Group 4: Design Philosophy - A prevailing design principle in the automotive industry emphasizes that the best designs should be unobtrusive, suggesting that true innovation should not compromise the fundamental user experience [6].

Group 1 - Chongqing Changan Automobile Co., Ltd. has applied for a patent related to an electronic rearview mirror control method, device, vehicle, and equipment, with publication number CN120135089A and application date of April 2025 [1] - The patent aims to enhance vehicle safety by allowing the electronic rearview mirror to enter a standby state after the vehicle is powered down, and to activate when the user's facial image indicates an intention to open the door [1] - This innovation addresses safety concerns for drivers who may rest inside the vehicle after powering it down, ensuring that the electronic rearview mirror is operational when needed [1] Group 2 - Chongqing Changan Automobile Co., Ltd. was established in 1996 and is primarily engaged in the automotive manufacturing industry, with a registered capital of approximately 992.18 million RMB [2] - The company has invested in 119 enterprises and participated in 5,000 bidding projects, showcasing its active role in the automotive sector [2] - Changan holds a significant number of intellectual property assets, including 3,117 trademark records and 5,000 patent records, along with 964 administrative licenses [2]