Smart driving features are the new battlefield for China's ruthless auto market, and competition has inspired the brand's world lead – but the recent fatal collapse has left government interventions to put the brakes in a zeal that has been out of control.
Advanced Driver Assistance Systems (ADAS) helps with tasks ranging from cruise control to parking and collision avoidance, with the ultimate goal being a fully autonomous vehicle.
Automakers are investing in their development, especially in the world's largest automotive market, which makes young and tech-savvy.
“Ten years ago, only 15% of customers said they would replace cars because of smart cockpits – today it's 54%.
According to an Alixpartners report released last week, almost 60% of cars sold in China last year have two-level ADAS capabilities – drivers are still under control, but there is still ongoing assistance – or the above are the above.
The consulting firm Yvette Zhang said the features are “are becoming a key competitive tool”.
Some companies use their own proprietary technologies, such as Xiaomi, which launched Xpeng and Employ Electronics’ transformational automotive company, while others work with technology giants like Huawei.
This software is also developed in Europe and North America.
But two-thirds of the survey of hundreds of global automotive executives surveyed Alixpartners said they believe China leads the world in the world.
The report said: “Data collection and processing, availability of software and machine learning talents” is difficult to replicate.
This technology is not immune to the influence of price wars, a key feature of the Chinese market.
In February, domestic electric vehicle giant Biante announced that it will release its “Eye of God” driving system on nearly all of its cars, including some models that cost less than $10,000.
– Over-inclined? –
Then, a fatal accident occurred in March involving a Xiaomi SU7 that had been in assisted driving mode until it crashed.
The accident of the death of three college students has raised concerns about safety and car advertising because they are able to “drive autonomously.”
This problem is an industry-wide problem – Tesla, for example, will still use the “fully autonomous driving” feature issued in the United States under the supervision of drivers.
“Price wars have been so cruel that companies are eager to find any way to make themselves special,” said Tom Nunlist, deputy director of technology and data policy at Trivium Chine in China.
“So the question is whether they over-promote the function and release things as soon as possible.”
The Ministry of Industry and Information Technology of China seems to share these concerns.
After the crash, it held meetings with leading automakers and other major players, which made it clear that safety rules would be stricter.
It warns automakers to strictly test systems: “Define the system's functional boundaries…avoid exaggerated or false advertising.”
It will also undermine practices to improve ADA through remote software updates, the report said.
– “Sharp turn” –
With the automatic Shanghai beginning last week with a massive industry exhibition, the gear shift is obvious.
“Since two months ago, automakers' turnover has dropped sharply when it comes to autonomous driving capabilities, but are emphasizing safety,” UBS's Paul Gong said in a note.
A sign on the BYD booth said: “Safety is the ultimate premium for the new energy vehicle.”
At the bustling Xiaomi booth, the information board touts the SU7's color choice, chassis and hardware – but AFP didn't mention ADAS at all.
“The competition for marketing of autonomous driving functions seems to have stopped for at least temporarily,” Gong wrote.
Zhang Yu, managing director of Shanghai-based consulting firm Automotive Foresight, told AFP that he believes the crash is just a “setback in marketing terms, which contributes to the healthy development of the region”.
“The accident has nothing to do with the technology or the system itself, and it involves more ADA's ignorance and autonomous driving boundaries,” he added.
The technology itself continues to advance.
“That's why auto companies want to release these features,” said Trivium's Nunlist.
But, he added, a true self-driving car is “not imminent” and predicts “a very difficult last-mile problem.”
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