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]

Core Insights - The "advertising incident" involving Deep Blue Automotive has sparked significant discussion within the automotive industry regarding the potential of software services as a new revenue source amid declining hardware profits [2] - The event highlights the anxiety faced by automakers during their business model transformation, particularly as the market penetration rate of smart connected vehicles in China is expected to exceed 80% next year [2] - The challenge lies in effectively monetizing in-car systems while ensuring a positive user experience [2] Advertising Monetization - In-car advertising is supported by a robust commercial logic, as the central control screen of smart vehicles serves as a focal point for user attention, similar to smartphones [3] - Chinese car owners spend an average of 87 minutes in their vehicles daily, creating significant commercial value through attention economics [3] - Deep Blue Automotive's CEO stated that targeted advertising based on user behavior can enhance marketing efficiency, as internal statistics show that about 50% of target users missed promotional offers [3] User Experience Challenges - There is a delicate balance between advertising methods and user experience, as intrusive ads can provoke negative reactions from users [4] - A survey indicated that 68% of respondents accept passive advertising formats that do not interfere with driving, while 92% oppose ads during navigation [4] - The industry faces a common challenge in balancing data utilization for targeted advertising with privacy protection [4] Software Commercialization Disparities - The automotive industry's software commercialization shows a stark divide, with pioneers like Tesla achieving significant results, while most domestic automakers see software revenue at only 1% to 3% [5] - Subscription models are becoming mainstream among high-end brands, but they require strong brand premium capabilities [5] - Advertising revenue sharing is another explored avenue, with companies like Li Auto implementing light ad placements that yield limited revenue [5] User Demographics and Preferences - Different user demographics exhibit varying tolerances for in-car advertising, with younger users (ages 25-35) showing higher acceptance but demanding higher quality ads [6] - This shift in user mindset indicates that in-car advertising must evolve to be more refined and intelligent [6] Creating a Sustainable Ecosystem - The exploration of in-car profitability models must focus on creating user-recognized value, as highlighted by Mercedes-Benz's CTO [7] - Intelligent service scenarios, such as offering car wash appointments during bad weather, can blur the lines between advertising and service, increasing user acceptance [7] - Building an open ecosystem is crucial for expanding revenue bases, as individual automakers have limited user scales [8] Regulatory and Standardization Needs - The establishment of industry standards for in-car advertising is becoming urgent, especially as more vehicles become connected [8] - The EU is already working on regulations requiring explicit user consent for in-car ads and providing easy opt-out options [8] Future Outlook - The transition from "functional vehicles" to "smart vehicles" necessitates trial and error in business model exploration, similar to the internet industry's evolution from free to paid services [9] - Successful business models must be built on user value, with the potential for suitable profitability models emerging in the next 3-5 years as technology matures and user habits evolve [9] - The Deep Blue Automotive incident should be viewed as a starting point for industry reflection and progress, emphasizing the importance of maintaining the core value of providing safe and comfortable mobility experiences [9]

Core Viewpoint - The controversy surrounding Deep Blue Automotive's in-car advertising has sparked significant backlash from car owners, leading to clarifications and apologies from the company regarding the nature and intent of the advertisements [2][3]. Group 1: Company Response - Deep Blue Automotive's legal department has denied claims that in-car advertisements negatively impact driving safety and that users are forced to view ads for over five seconds [2]. - The company clarified that the advertisement appears only when the vehicle is in park (P) mode and can be closed by the user, ensuring it does not obstruct critical driving information [2][3]. - CEO Deng Chenghao acknowledged the mistake in communication and expressed regret, stating that the intention was to inform car owners about a special purchase voucher [3]. Group 2: Industry Context - The trend of using in-car screens for advertising has become common among automakers as competition intensifies and smart technology becomes more prevalent [3]. - Other manufacturers, such as Dongfeng Nissan and GAC Toyota, have also implemented similar advertising strategies, aiming to encourage trade-ins and referrals through in-car promotions [3]. - Complaints regarding in-car advertisements have surged, with a reported 210% increase in complaints in 2024, making it a significant concern for car owners alongside battery safety issues [4]. Group 3: Regulatory Environment - The National Internet Information Office and other regulatory bodies have issued guidelines to manage internet pop-up advertising, emphasizing user experience and the need for clear cancellation options [5]. - According to the Advertising Law, failure to provide a clear close button for advertisements can result in fines ranging from 5,000 to 30,000 yuan [6]. - Concerns about personal data privacy have risen with the increasing penetration of smart connected vehicles, with over 40% of consumers expressing doubts about automakers' ability to protect sensitive information [6].

Core Viewpoint - The emergence of mandatory in-car advertisements by Deep Blue Automotive has sparked dissatisfaction among car owners, highlighting a broader issue of advertising misuse in automotive systems that compromises driving safety [1][2][3]. Group 1: Advertising Misuse - Deep Blue Automotive faced backlash for forcing advertisements on in-car screens, which were intended to promote purchase coupons but instead led to negative user experiences [1]. - The proliferation of intrusive in-car advertisements, including those that disrupt navigation and voice commands, reflects a concerning trend in the automotive industry that prioritizes commercial gain over driver safety [2][3]. Group 2: Safety Concerns - The rise of in-car advertising is seen as a negative consequence of automotive intelligence, posing a significant threat to driving safety, especially when ads obscure critical navigation information [3][4]. - The lack of choice for car owners regarding the timing and placement of these advertisements raises serious concerns about the industry's accountability and the need for regulatory frameworks [3][4]. Group 3: Industry Responsibility - The automotive industry must prioritize safety over user experience, as the risks associated with in-car advertisements can have life-threatening consequences [4][5]. - There is a call for stricter regulations and self-discipline within the industry to ensure that even minor advertising practices do not compromise driver safety [4][6].