Zeekr's bold move: Free driver aid to rival Tesla in China
Chinese brand Zeekr is introducing an advanced driver assistance system for free to attract customers amidst intensifying competition in the electric vehicle market. This move comes in response to measures by Tesla, which is also trialling free access to its software, according to CNBC.
The Chinese electric car manufacturer Zeekr has announced that it will offer an advanced driver assistance system completely free of charge. The technology enables almost autonomous driving between designated points, provided that hands remain on the steering wheel. Initially, these features will be available on a pilot basis and more widely from April.
"Right now, in this period of development, I think subscriptions aren't that meaningful," emphasised Zeekr's president, Andy An, in an interview with CNBC. He emphasized that Zeekr must accelerate its progress to compete with market leaders and secure a leading position. Therefore, the company has decided to absorb the cost of this technology. "So we need to bear some cost," he noted.
The Zeekr system is based on two Nvidia Orin X chipsets and one lidar, which, as An explains, "may increase cost, but this reflects how much we value safety." The next generation of the system is set to utilise even more advanced Nvidia Thor chips and additional lidars.
The next stage of the battle
Zeekr is not the only player intensifying the technological competition. Tesla, as reported by Chinese social media, is offering free access to the Full Self Driving system to selected users until mid-April.
Zeekr also plans to extend its solutions to other brands owned by the Geely Group, including Lynk & Co, which it formally took over this year, according to CNBC.
The industry is witnessing a new phase of competition, with the Chinese electric vehicle market transitioning from a price war to a battle over driver assistance features, according to Andrew Fan, CFO of lidar manufacturer Hesai.
Zeekr, listed on the US stock exchange, is set to publish its quarterly results on Thursday. The company's shares have gained about 6% since the beginning of the year.
