Following a deadly crash involving a Xiaomi SU7 that claimed the lives of three passengers, Chinese authorities have taken swift action by prohibiting certain terminology related to driver assistance technology. This move aims to reduce confusion and set clear expectations for drivers about what these systems can and cannot do.
The accident, which occurred several weeks ago, has put a spotlight on the growing debate around automated driving features and how they’re marketed to consumers. It’s worth noting that another spectacular crash involving a Xiaomi SU7 was also reported, though fortunately without injuries in that case.
What happened with the Xiaomi SU7?
According to initial investigations, the vehicle’s object detection system failed to recognize bridge pillars in its path. While the driver reportedly attempted to take control just seconds before impact, it wasn’t enough to prevent the fatal collision.
The Xiaomi SU7 features a driver assistance mode called NOA (Navigate on Autopilot), which was active during the accident. This system allows drivers to take their hands off the steering wheel and even look away from the road — a level of automation that’s being tested by several manufacturers in the Chinese market.
The incident bears similarities to past controversies surrounding Tesla‘s Autopilot system, which has faced scrutiny following several high-profile accidents in the United States.
New regulatory response
Rather than waiting for company reports or lengthy investigations, Chinese authorities acted quickly. The government has now banned the use of terms like “intelligent” and “autonomous” in marketing materials for vehicles equipped with advanced driver assistance systems.
China‘s Ministry of Industry and Information Technology will now be responsible for evaluating driving assistance systems before they receive approval — a significant change from the previous approach where manufacturers could essentially use customers as beta testers who provided feedback to complete system development.
Why this matters for the automotive industry
China has positioned itself as a technological powerhouse in the electric vehicle sector. The country manufactures cars with quality matching or exceeding that of European manufacturers at much lower prices, thanks to their control over the entire production chain and access to raw materials for batteries.
The Xiaomi SU7 generated significant excitement when it launched, representing China’s growing ambitions in the premium electric vehicle market. This accident could raise questions about Chinese automotive technology at a time when there’s intense competition between China and the United States for technological dominance.
For context, China has become a testing ground for advanced driver assistance technologies. Companies like Mercedes-Benz are trialing their most sophisticated systems in the Chinese market, where regulations have been relatively accommodating.
The core issue with driver assistance systems
The fundamental problem with current driver assistance technologies — not just in China but worldwide — is that drivers often place too much trust in systems that aren’t fully autonomous. The term “intelligent” in particular can be misleading, suggesting capabilities that these systems don’t actually possess.
Many brands have adopted terms like “intelligent” to market their most modern vehicles, even when they don’t include advanced driver assistance features. This linguistic sleight of hand creates dangerous expectations that can lead to tragic outcomes when drivers misunderstand system limitations.
Have you ever caught yourself checking your phone while using a driver assistance feature? That’s exactly the kind of behavior these misleading terms can encourage. (I’ve noticed how easy it is to get complacent when these systems make driving feel effortless.)
Xiaomi SU7 Crash Kills 3 in China Amid Autopilot Concerns
A deadly accident involving a Xiaomi SU7 electric vehicle in autopilot mode occurred on March 29 in Tongling, China, killing three university students.
• The SU7 was in Navigate on Autopilot (NOA) mode, traveling at 116… pic.twitter.com/ZpxH9UbkvL
— Clash Report (@clashreport) April 2, 2025
Looking forward
The ban on misleading terminology marks an important shift in how driver assistance technology will be regulated and marketed in China. By eliminating words that imply greater capability than what actually exists, regulators hope to create more accurate expectations among drivers.
This regulatory action might also signal a broader trend toward stricter oversight of new automotive technologies in the world’s largest car market. As companies race to develop more advanced driver assistance features, clear communication about system limitations becomes increasingly vital for public safety.
What do you think about this approach to regulating driver assistance terminology? Would similar rules benefit drivers in your country?
The incident serves as a stark reminder that even the most advanced driver assistance systems available today still require active monitoring and readiness to take control at any moment. Until fully autonomous vehicles become reality, the human driver remains an indispensable part of the driving equation.
