During the May Day holiday, many consumers noticed a shift in the marketing narrative at new energy vehicle dealerships. The once omnipresent 'intelligent driving' slogans have been replaced with more subdued claims. Some brands even avoid mentioning it unless specifically inquired about.

A notable example is Xiaomi, which revised its new car ordering page, transforming 'Xiaomi Intelligent Driving Pro' into 'Xiaomi Assisted Driving Pro.'

This shift stems from new guidelines issued by the Ministry of Industry and Information Technology on April 16. These regulations strictly prohibit the use of misleading terms like 'autonomous driving' and 'intelligent driving', mandating descriptions as 'intelligent driving level + assisted driving'. Additionally, terms such as 'L2-level assisted driving' and 'valet parking' are also off-limits.

Historically, 'intelligent driving' was the cornerstone of new energy vehicle promotions, with automakers frequently leveraging 'quasi-L3 capabilities' to capture attention. However, as disputes related to non-standard marketing intensified, such as instances where consumers mistakenly believed they could disengage from driving after activating intelligent driving features, leading to accidents.

Currently, most auto salespeople no longer highlight assisted driving as their primary selling point. Instead, they emphasize driving experience, space configuration, and other attributes. When discussing assisted driving, they repeatedly stress that drivers must remain alert and keep their hands on the wheel.

For instance, Lixiang sales representatives emphasize family-oriented needs, comfort, and space rather than intelligent driving. Xiaomi store salespeople focus on vehicle design and driving performance. AITO no longer actively promotes details of its intelligent driving system. NIO differentiates model functionalities, not emphasizing intelligent driving for its Firefly model. Meanwhile, Xpeng still encourages test drives of navigation assistance features but reminds consumers to stay attentive and take manual control when necessary, even introducing 'intelligent driving insurance' for added protection.

However, there are exceptions. The Huawei HarmonyOS-powered AITO brand still fully introduces intelligent driving functions but clearly informs consumers about functional limitations and responsibility divisions.

Auto companies' shift in promotional strategies reflects a response to regulations and a reassessment of technology and market demands. After all, most 'intelligent driving' systems are still at the L2-level assisted stage. When purchasing a car, consumers must understand the true functional level and limitations, prioritizing safety above all else.