The more complex and chaotic things become, the easier it is to lose focus. Perhaps after losing focus, stopping, closing your eyes, one might hear a voice of rationality.

The Central Meteorological Observatory predicts that temperatures in the middle and lower reaches of the Yangtze River and regions to the north will drop by 4 to 6°C from April 22nd to 24th.

Compared to the lively scene of free ice cream giveaways at the 2023 Shanghai Auto Show, which hit a scorching 30°C, this cold front seems to have added a chill to this year's event.

Two years ago, the automotive industry had just emerged from the shadow of the pandemic. Before the outside world could fully grasp the isolated atmosphere under lockdown, it was already swept into a new era by the tide of history. It seemed that every step taken by everyone was at a crossroads, with some forging ahead while others swayed with the changes, ultimately returning to the starting point.

Human joys and sorrows are not the same.

More than 700 days after the smoke of the price war began to dissipate, those desperate cries still seem to echo from yesterday. The rapid evolution of industrial change collides sharply with the constant clamor, making it feel like times have changed yet remain the same.

During an evening self-study session, the once silent classroom began to buzz with whispers from small groups, which soon spread to every corner and amplified rapidly. Unrestrained conversations and arguments replaced the whispers, creating a tumultuous atmosphere. Suddenly, it all came to an abrupt halt, the air froze, and everyone looked at each other in astonishment.

At this moment, the Shanghai Auto Show feels like it has arrived at that abrupt halt, deflating like a balloon. Such a turning point is inevitable and necessary for the entire industry.

Regardless of whether the classroom will continue to be noisy or reorganize its order after this, the moment of pause is exceptionally significant.

Return to rationality

Despite the cooling trend, the 2025 Shanghai Auto Show saw a record-high 193 press conferences hosted by major automakers and related exhibitors over the two media days from April 23rd to 24th.

According to incomplete statistics, in the week leading up to the show, major automakers and supply chain enterprises held a total of 19 press conferences. In the first two days of the show, there were over 15 events of various types.

This might be seen as a "doomsday carnival" amidst the clamor. Even before the show began, almost all industry participants already appeared exhausted.

"The Shanghai Auto Show should quiet down after it ends." The word "tired" became the brightest backdrop of this year's show.

Unfortunately, it was a traffic accident that cost users their lives that first pressed the brake on the industry. In this accident, it seemed that everyone was a victim, yet no one was innocent.

Cruel pleasures will inevitably end in cruelty.

In recent years, almost every automaker has talked about intelligent driving, but the industry is plagued by exaggerated promotional language. For example, L2-level assisted driving, as defined by law, is packaged as "L2.9999-level" or "close to L3," or misleading terms such as "zero takeover" and "autonomous driving" are used.

Li Xiang, CEO of Li Auto, once publicly called for standardized terminology in the industry to clearly distinguish between assisted driving and autonomous driving. Unfortunately, a runaway train can only be stopped when it derails.

In the week before the auto show, on April 16th, 2025, the First Department of Equipment Industry of the MIIT held a meeting to advance the management of intelligent and connected vehicle product access and software over-the-air (OTA) updates. The meeting aimed to clarify system functional boundaries and safety response measures, prohibit exaggerated and false promotion, strictly fulfill the obligation to inform, effectively assume responsibility for production consistency and quality safety, and enhance the safety level of intelligent and connected vehicle products.

This measure by relevant departments aims to counter the instability of industry development with the certainty of intelligent driving functions, sending a clear signal to the intelligent driving sector and the automotive market. It poured a bucket of cold water on the nearly frantic technology marketing.

An employee from a new force cried out: "Three days before the press conference, the marketing department worked through the night to delete 78 pages of 'autonomous driving' keywords, leaving only the four big words 'intelligent assistance' on the PPT."

On April 18th, Horizon Robotics released its intelligent driving products. At the press conference, founder and CEO Yu Kai said that just last night during the rehearsal, it was still called the "2025 Horizon High-Level Intelligent Driving Product Press Conference," but due to new requirements, Horizon Robotics hastily revised the PPT, changing "high-level intelligent driving" to "assisted driving."

At the newly held HarmonyOS Intelligent Drive new product press conference, Yu Chengdong's statements changed significantly, placing greater emphasis on keywords such as safety, reliability, and convenience. Among them, "Safety is the ultimate luxury" was repeatedly emphasized by Yu Chengdong, running through the entire press conference.

Regarding previous claims that one could sleep while driving, Yu Chengdong directly changed his tone at the press conference: "Our intelligent driving is like an experienced driver silently protecting you."

"Intelligent driving" is just part of the increasingly exaggerated marketing in recent years. Perhaps those PPTs that blatantly violate the Advertising Law will also be more cautious under this strong supervision.

The electrification and intelligentization transformation of China's automotive industry can be described as magnificent, with everyone caught in the torrent. During this time, many people have stood at the bridgehead through their own efforts or luck. This bridgehead offers boundless scenery, temptation, and risk.

Looking into the future is far less clear than looking back. Excitement and confusion intertwine in everyone's hearts, but one must maintain a sense of awe. While other things can be blurry, one must see clearly the bottom line.

For a long time to come, "safety" will also become a key card for corporate marketing. During this auto show, a series of technology press conferences themed around safety were held, including the Huawei Technology Conference, Tencent Mobility Technology Day, Intelligent Driving Summit Forum, FAW-Toyota Technology Press Conference, Mercedes-Benz Technology Day, and even leading suppliers such as CATL and Horizon Robotics.

It is important to be vigilant that amidst the flowery and highly similar rhetoric, "safety" in PPTs and speeches may also be just a marketing tactic. Fortunately, we are still witnessing signs of a return to industry order.

After losing focus

Not surprisingly, the red-and-green-clad figures roaming between booths are unlikely to be seen at this year's Shanghai Auto Show.

After gaining a significant amount of traffic, along with the decline of NIO Auto, the "Red Shirt Preacher" has gradually returned to the short video sector, no longer involved in the hustle and bustle of the automotive world. Similarly, Lei Jun, who is also mired in a whirlwind of public opinion, is trying to avoid the limelight and actively shun traffic.

After the passive cooling, the Shanghai Auto Show, having lost its focus, seems to be missing something, and the focus on the industry itself suddenly becomes much less interesting.

Autonomous brands capturing new territories, joint venture brands fighting back, luxury brands repeating the same old stories, and supply chain players' obvious ambitions... It seems there is nothing particularly special, and even the price war has become routine.

At this auto show, in addition to new models and forward-looking technologies, various "one-price" and "surprise price" deals were abundant. They often use five-year installment prices or full-payment installment prices, with very low prices as the trigger to attract users. Once in the store, the so-called "one-price" is constantly increased, causing consumers' actual expenditures to far exceed the advertised price, revealing numerous "tricks."

In recent years, the domestic passenger vehicle market has fluctuated around 30 million units in production and sales, making an already saturated market demand even more crowded. Overcapacity has become an issue that the entire industry must face. To compete for market share, automakers have to lower prices, and even engage in fierce competition, evolving into a price war without smoke.

Although companies are complaining incessantly, no one seems to know how to end this.

The outbreak of the price war is actually an inevitable outcome of the industry's transition from extensive expansion to intensification. In the past period, the automotive industry experienced rapid expansion. New carmaking forces emerged like mushrooms after rain, barbarians pushed open the door, and a large number of emerging enterprises crowded into the market, leading to a sharp increase in production capacity.

Under the most basic economic laws, the only way out is "supply-side structural reform," optimizing the industrial structure through shutdowns, mergers, and reorganizations. Initial signs are emerging from Changan and Dongfeng, while FAW and GAC are full of possibilities. The disappearance of "them" at the Shanghai Auto Show represents a silent announcement.

It is worth noting that this year's Shanghai Auto Show marks the first absence of Kia and Hyundai from a domestic A-class large-scale auto show in the 23 years since they entered the Chinese market in 2002. With Korean brands collectively absent, French carmakers are equally silent, and the performances of Dongfeng Citroen and Dongfeng Peugeot indeed do not justify their presence at the auto show.

The independently operated FAW-Volkswagen Jetta brand, Chevrolet rumored to be merged into Buick... These gradually marginalized joint venture brands seem to be experiencing a Chinese version of "Hillbilly Elegy."

On August 1st, BYD will redefine the global competition landscape for new energy vehicles with a dual-wheel drive strategy of "technology + luxury." Next to it will be Toyota, leading the upcoming locally produced Lexus. The global leader and a Chinese contender, the fuel giant and the electric king, are set to embark on an ultimate showdown between kings from here.

The BBA brands, which had already made an appearance before the show, always put on a determined face as if ready to draw their swords and commit suicide at any moment. Mercedes-Benz showcased 28 star-emblazoned vehicles from its entire brand lineup. The Vision V concept car, a forward-looking work of the VAN.EA pure electric architecture platform, and the "smartest Mercedes-Benz ever" - the all-new pure electric long-wheelbase CLA - will make their global debut. The new Mercedes-AMG GT63 4MATIC+ will also be launched in China.

BMW brought a new-generation ultra-sensory intelligent cockpit exhibition stand the size of a "giant movie theater," showcasing its four groundbreaking smart cockpit interfaces, the black technology "driving super brain," and innovative full-color body-changing technology.

Compared to the unrestrained imagination ( unrestrained imagination , literally "heavenly horse galloping through the sky," figuratively meaning imaginative and unrestrained) of Mercedes-Benz and BMW, Audi is more inclined to focus on immediate benefits. With the "oil-electric dual-track" strategy as its core, it accelerates the dual-track layout of fuel vehicle intelligence and pure electric vehicle performance upgrades.

However, none of these seem to be able to break through the threshold of external expectations. There is only fatigue from ineffective actions, as if the answer has long been known.

The more complex and chaotic things become, the easier it is to lose focus. Perhaps after losing focus, stopping, closing your eyes, one might hear a voice of rationality.

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