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  车企过度营销之风该灭了?

  工信部网站信息显示,4月16日,工信部装备工业一司组织召开智能网联汽车产品准入及软件在线升级管理工作推进会。部装备工业发展中心、主要汽车生产企业近60名代表参加会议。

  此次会议围绕工信部、市场监管总局《关于进一步加强智能网联汽车产品准入、召回及软件在线升级管理的通知》(下称“《通知》”)有关产品准入和软件在线升级备案要求,听取汽车生产企业落实情况及建议。部装备工业发展中心介绍智能网联汽车产品准入及软件在线升级管理的重点关注事项。

  除此之外,会议还重点强调,汽车生产企业要深刻领会《通知》要求,充分开展组合驾驶辅助测试验证,明确系统功能边界和安全响应措施,不得进行夸大和虚假宣传,严格履行告知义务,切实担负起生产一致性和质量安全主体责任,切实提升智能网联汽车产品安全水平。

  自去年开始,城市NOA功能上车、端到端等智能驾驶技术爆发式普及,但相关事故也频发。从“3·29小米SU7爆燃事故”后,智驾安全的话题再次被推到风口浪尖。其中,车企是否存在过度营销导致消费者对于智驾功能的认识模糊的问题显得尤为突出。

  里斯战略咨询汽车行业负责人、高级顾问赵春璋曾在接受第一财经记者采访时表示,从纯技术的角度,智驾的普及是必然的趋势,犹如汽车替代马车、智能手机替代功能手机,是不可逆的趋势。从技术普及的角度,“智驾平权”、智驾功能从高价格车型普及到低价格车型也是必然的趋势,符合新品类普及的规律:由高价到低价,由小众变大众,由怀疑到接受。然而,从传播的角度,的确存在部分企业夸大其辞、预售技术,试图在竞争中占据有利位置,然而激进的营销,尤其是在智驾这类关乎消费者安全的功能上,无疑是危险的。

  沃尔沃汽车集团全球高级副总裁沃尔沃汽车亚太区总裁兼CEO袁小林近日也向记者表示,智能驾驶的落地在未来不是问题,但除了落地,还有车企如何“卖”的问题,是不是会存在言过其实、误导以及出了问题甩锅?在沃尔沃看来,智能驾驶必须对人和车负责的边界划分清楚,如果是人负责,那么智驾就是一种便利性功能,车负责则是主动安全功能。沃尔沃不会有意无意地混淆便利性功能与主动安全之间的区别。

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