BYD, China’s leading electric vehicle (EV) manufacturer, has recently intensified competition in the EV market by announcing the inclusion of its advanced driver-assistance system (ADAS), known as “God’s Eye,” as a standard feature across 21 of its 30 vehicle models. This strategic move encompasses a wide range of vehicles, from the affordable Seagull hatchback, priced at approximately $9,500, to the high-end Yangwang U9 supercar.
The “God’s Eye” system, while enhancing driving assistance, is not a fully autonomous system and requires human oversight, similar to Tesla’s Level 2+ system. Despite this, BYD’s decision to offer this technology at no additional cost is a significant departure from competitors like Tesla, which charges $8,800 for its Full Self-Driving package in China.
This aggressive pricing strategy has the potential to trigger a price war in the EV market, compelling other automakers to reassess their pricing models for advanced driver-assistance features. Analysts suggest that BYD’s approach could disrupt traditional revenue streams for automakers who have relied on monetizing such technologies.
However, the rollout has not been without challenges. BYD has faced backlash from recent customers who purchased vehicles without the “God’s Eye” system, leading to a surge in complaints. Between February 11 and 17, 2025, over 4,700 complaints were filed on a Chinese auto consumer platform, with many customers feeling they overpaid for vehicles lacking the newly included features.
In response to BYD’s initiative, shares of rival companies such as XPeng and Geely have experienced declines, reflecting investor concerns about the increased competitive pressure.
Overall, BYD’s strategy to democratize advanced driver-assistance technology is poised to reshape the competitive landscape of the EV industry, potentially leading to more accessible smart driving features for consumers worldwide.
