Over 80% of NEV Makers Offer ADAS for Free as Tesla, Huawei Adopt Tiered Pricing

Recently, domestic new energy vehicle brands have shown clear divergence in their approaches to intelligent driver-assistance features. Over 80% of Chinese自主品牌—including NIO, BYD, and GAC Trumpchi—now offer basic driver-assistance functions as standard at no extra cost. Notably, NIO provides five years of complimentary access to its NAD (NIO Autonomous Driving) feature. In contrast, Tesla maintains a one-time purchase model, pricing its Enhanced Autopilot (EAP) and Full Self-Driving (FSD) capabilities at RMB 32,000 and RMB 64,000, respectively. XPeng adopts a "basic-free, premium-paid" strategy: its XNGP system is free, while the Ultra series requires a one-time payment of RMB 12,000 to RMB 20,000. Huawei’s ADS offers flexible options—its SE version can be purchased outright for RMB 5,000 or subscribed to for RMB 100 per month, whereas the Max version costs RMB 36,000 upfront or RMB 720 monthly. Industry analysts note that offering core features for free helps boost user retention, while monetizing advanced capabilities through purchases or subscriptions enables differentiated profitability—highlighting how driver-assistance systems are becoming a key competitive battleground.