车机广告争议升级：智能座舱商业化与行车安全的拉锯
随着智能座舱加速普及，车机屏幕正逐步被推向商业化的前沿。2025年10月，特斯拉推出与迪士尼电影《创：战神》联名的“创战纪模式”主题界面，虽声明为“非强制、纯体验功能”，却引发了车主们的不满与广泛讨论。车主们批评这类推送实际上是广告的变相植入，并担心这种做法可能成为品牌在车机系统中商业化的开端。特斯拉虽然下架了相关宣传页面，并表示该模式为限时体验，但车主的焦虑却依旧存在。类似的争议在其他品牌中也频频发生。
这些事件的核心问题在于广告内容不仅干扰了用户体验，甚至直接危及驾驶安全。随着车企通过座舱数据收集与精准广告推送的模式寻求收入来源，商业化的压力也在加剧。这种趋势正促使越来越多的车主和消费者质疑，车机系统是否会像智能电视那样，沦为广告投放的流量入口。
尽管广告推送对于车企而言意味着较低的成本和高转化率，但用户的容忍度正在迅速降低，尤其是在高端品牌中，那些一直主打科技感和用户体验的厂商面临着巨大的品牌风险。若继续以牺牲用户体验为代价换取短期收益，品牌的长期忠诚度和信任可能遭到难以弥补的损害。
在全球范围内，对车机广告的监管逐渐升温。许多法域已开始要求车企在广告推送上遵守“告知—同意”原则，特别是在智能终端广告和车载数据使用方面。用户必须明确知情并同意，广告内容应当清晰标识，并且必须提供方便的关闭选项。随着监管的进一步收紧，未来可能出台专门的法律条款，要求车企在推送广告时避免影响驾驶安全，同时加强对数据收集与使用的透明度。
对于面临这些挑战的汽车品牌来说，如何在智能化与商业化的平衡中找到正确的定位，是当务之急。智能座舱作为“车内数字平台”的未来发展方向，具有巨大的商业潜力，但如何通过“最小干预、最大透明”的方式来实现商业化，避免用户信任流失，将决定这场座舱商业化革命能否持续健康发展。
As smart cockpits become more widespread, in-car screens are being pushed to the forefront of monetization. In October 2025, Tesla launched a “Tron Mode” theme in collaboration with Disney’s Tron: Legacy, which was marketed as an optional, purely experiential feature. However, it quickly sparked backlash from owners who felt it was a covert form of advertising. Despite Tesla removing the promotion and clarifying that the feature was a limited-time experience, user concerns over the potential commercialization of the in-car system remain. Similar controversies have surfaced in other brands as well.
These incidents highlight a growing tension between monetization efforts and user experience. As car manufacturers seek new revenue streams by using cockpit data for targeted ads, the pressure to commercialize is intensifying. However, this comes at the risk of alienating loyal customers, particularly for premium brands that pride themselves on technology and user experience. If they continue to prioritize short-term profits over long-term user trust, the damage to their brand loyalty could be significant.
Regulation surrounding in-car ads is tightening globally. Many jurisdictions are introducing rules that require clear consent from users before any advertising is pushed through in-car systems. In addition, car manufacturers must ensure that advertising does not interfere with driving safety. This trend points to potential future legislation that could establish stricter rules for in-car advertising and data usage, especially when it comes to sensitive user data.
For car manufacturers navigating these challenges, finding the right balance between innovation and user trust is crucial. The smart cockpit holds vast commercial potential, but how manufacturers navigate the path of monetization without compromising user trust will determine the future of this rapidly evolving market.