Summary of Key Points
In the first half of this year, China's automobile exports exceeded 5 million units (with nearly half being new energy vehicles), but intelligent features often fail to perform well overseas. Issues range from car locking systems during cross-border driving due to security measures, to incorrect UI translations, unstable high-frequency functions, and inadequate after-sales support. The root cause lies in the fact that the software rules and service systems supporting these intelligent features have not been properly adapted for different markets. Moreover, there are significant differences in the demand for intelligence across regions, resulting in features that work well domestically becoming ineffective or unavailable overseas.
Detailed Analysis
1. Cross-border Driving Issues: Security Measures Mistake Normal Users for Smugglers
Many Chinese automakers have implemented security restrictions triggered by overseas location detection to prevent the smuggling of "zero-kilometer" (unregistered) vehicles. However, the systems cannot distinguish between normal driving and abnormal exports. For example, a Geely Extreme owner experienced navigation and entertainment functions being locked for 30 hours while driving in Europe, despite the core driving capabilities remaining unaffected. Brands like Li Auto have also implemented similar measures. Later, Geely introduced a "Cross-border Protection" feature that allows users to pre-set exceptions, but this highlights the issue that while vehicles can cross borders, the software rules do not account for the possibility of people doing so as well.
2. Poor Localization: Incorrect Translations and Confusing Menus
The UI and feature designs of Chinese smart cars are often based on domestic preferences and do not adapt to local languages and usage habits:
- Clumsy Translations: German users found spelling errors and ambiguous terms on the BYD Seal's interface, making it difficult to understand button functions.
- Unintuitive Menus: Features like volume control on the Geely Extreme X are scattered across multiple menus, and common functions on the Xpeng G6 are buried deep within them.
- Incomprehensible Voice Commands: The Xpeng voice assistant failed to recognize British users' requests for "wing mirror" (rearview mirror).
These minor issues can turn what should be high-end hardware into a subpar software experience, damaging the overall user perception of the car's quality.
3. Unstable High-Frequency Functions: Bluetooth Keys and Assisted Driving
Users overseas frequently complain about frequent malfunctions with essential intelligent features:
- Connection Issues: Geely Extreme owners have experienced problems with connecting Bluetooth keys and delayed activation of Android Auto.
- Assisted Driving: The driver monitoring system on the Geely Extreme X is overly sensitive, often triggering alarms for minor movements; the lane-keeping assistance on the Xpeng G6 is too aggressive (it suddenly takes control of the steering wheel).
- Low Usage Rate: A BCG survey found that 40% of users encounter unnecessary assisted driving interventions, 36% dislike or do not need these features, and 22% cannot use them effectively. Having many functions does not necessarily mean they are useful.
4. Difficulties in System Adaptation
The intelligence of Chinese cars relies on domestic data and service systems, which must be adapted for overseas markets:
- Map Data: Domestic services like Gaode and Baidu are used in China, but overseas markets require providers like HERE. After integrating HERE, BYD's ADAS recognition rate for European roads improved significantly. NIO had to use a combination of HERE data, local charging station information, and its own algorithms, doubling the complexity of testing and updates.
- Regulatory Restrictions: The NIO Ask boundary model cannot use Huawei's assisted driving features in Dubai due to lack of local service compatibility.
- Function Reductions: Automakers are forced to remove certain features due to local regulations and data permissions.
5. Varying Market Demands
The demand for intelligent features varies greatly across regions:
- Preference for Features: 93% of Chinese users prefer autonomous driving, while only 40% in Europe do. Europeans dislike large screens without physical buttons (Euro NCAP will start requiring them from 2026). Southeast Asian users value price, air conditioning, and space more, and find excessive intelligent features to be expensive.
- After-sales Support: Overseas dealers often lack the necessary diagnostic tools and technical documentation, forcing users to rely on remote support from domestic engineers, which can be time-consuming. For example, some Dubai-based NIO Ask boundary owners continue to purchase the car despite knowing about the assisted driving limitations, relying on price advantages and other compensating factors.
Conclusion
For Chinese cars to succeed in overseas markets, simply adding more intelligent features is not enough. It is essential to adapt software rules, localization details, function stability, and after-sales support to local conditions to ensure that these features are not only available but also user-friendly.