The Clash Between “Wow Factor” and Daily Usability

Mr. Zhao, a father of two from Zhengzhou, didn’t mince words when evaluating pop-out dashboard screens in NEVs: “A gimmick that’ll collect dust.” His skepticism reflects a broader tension in China’s EV market. While automakers cram vehicles with laser radars, rotating screens, and light shows, our focus group studies reveal consumers are pushing back—70% of rejections for tech-heavy models cite concerns over long-term reliability and real-world utility.

What Works: High-Value Tech

1. Head-Up Displays (HUDs)
   • Ideal L9 owner: “After two weeks, I stopped missing physical gauges. Speed, navigation, and blind-spot alerts appear without glancing down.”
   • Data: 92% testers preferred HUDs over analog clusters when brightness exceeded 75,000 nits (McKinsey, 2023).
2. Functional Ambient Lighting
   Indirect lighting (e.g., door-pocket LEDs) scored 4.8/5 for enhancing nighttime usability without distraction—unlike flashy RGB strips dubbed “nightclub aesthetic” by participants.

What Flops: Tech in Search of a Problem

• Retractable Screens: Three GL8 owners called these “reliability nightmares,” fearing motor failures akin to “early-2000s power windows—expensive to fix.”
• Roof-Mounted Lidars: “A 2cm protrusion blocks sightlines when parking,” noted a Xi’an architect, highlighting how design can undermine functionality.

The “8848 Phone” Phenomenon

Participants compared excessive tech to 8848 phones—a luxury Chinese brand known for titanium frames and gem-embedded dial pads that prioritize conspicuousness over utility. As one car driver feedback to us: “Does my car’s AI need to recite poetry? Or just reliably spot pedestrians?”

User-Centric Insights

1. Second-Row Screens: While VR headsets wowed initially, parents rejected them due to motion sickness (“Road trips become hazmat drills”). Fixed ceiling screens prevailed.
2. Zero-Gravity Seats: Payment willingness peaked at $1,500—but only if integrated with climate control and privacy shades for holistic respite.

Strategic Takeaways for OEMs

1. Prioritize “Invisible Tech”: Features like silent-cooling batteries boost repurchase intent (+34% NPS, verified via J.D. Power 2023 post-purchase surveys).
2. Design for Degradation: Consumers assume moving parts (e.g., retractable handles) will fail. Over-engineering with waterproof brushless motors reduces backlash.

As Mr. Zhao adjusted his L9’s HUD, he summarized: “Good tech feels like air conditioning—essential, silent, and just there when needed.” For automakers, that’s the true benchmark.

References

1. Ipsos China. (2022). NEV Consumer Tech Preference Focus Groups (Zhengzhou/Xi’an).
2. McKinsey & Company. (2023). HUD Adoption in China’s NEV Market.
3. J.D. Power. (2023). China NEV Experience Study (Post-Purchase NPS Metrics).

Contact the author: jason.huang@bwing.com.cn