Two Geely Xingyue L cars are parked by a serene lake, with mountain peaks rising in the background. (Photo/Geely)

Chongqing - China's vehicle industry has reached a turning point, pivoting from competing on hardware specs and feature counts to creating vehicles that truly understand and serve users.

At the recently concluded 2025 World Smart Industry Expo, auto leaders agreed: success lies in ecosystems that prioritize user value over piling on technology.

The “cockpit wars” highlight the issue as automakers kept adding screens and features believing more was better but users felt overwhelmed instead of impressed. Guo Gang from the China Society of Automotive Engineers put it bluntly: "Vehicles went from 300 functions three years ago to 30,000 last year. Users actually need maybe 20."

The solution is not fewer features but smarter delivery. Future cockpits will move from passive systems that wait for commands to active partners that anticipate needs. At the same time, the business model is shifting as basic functions like climate control remain standard while premium features turn into subscription services that users can choose and pay for when needed.

This approach benefits everyone. Consumers pay less up front and only for the features they want. Manufacturers control costs better while creating ongoing revenue streams. It's a fundamental shift from selling products to delivering services.

AI is the next frontier for understanding users bettwe, but it demands huge computing power and quality data, raising tough questions over privacy, security, and data control.

Li Wenbo from Chongqing University proposes a hybrid solution. Keep sensitive decision-making local on the vehicle's own processors. Use cloud computing for complex tasks that don't involve personal data. This approach lets users benefit from AI's power while protecting their privacy.

Trust remains the biggest obstacle for autonomous driving. Despite impressive technical progress, many drivers still feel nervous about handing control to machines. The industry needs radical transparency to bridge this gap.

That means clear explanations of how safety systems work and what they can handle. It means letting users participate in testing and validation. It means showing, not just telling, that the technology works reliably in real-world conditions.

Zhang Zhenxing from Geely demonstrated this approach. His team tested vehicles in 34 challenging scenarios, including heavy snow and traffic situations with other aggressive drivers. These tests directly improved the algorithms. When users see this rigorous process, confidence grows.

Creating vehicles that truly understand and serve users also requires a global mindset. Beyond simply exporting cars, automakers must adapt to diverse regulations, traffic conditions, and consumer expectations in each market. 

The China Merchants Testing Vehicle Technology Research Institute provides crucial support with regulatory guidance, local testing, and certification services, enabling Chinese companies not only to meet requirements but to play a leading role in setting international standards.