Zeekr to Offer Advanced Driver Assistance System for Free Amid Rising Competition in China

BEIJING – Chinese electric vehicle (EV) manufacturer Zeekr has announced the rollout of its advanced driver-assistance system (ADAS) for free to local customers, as competition in the industry intensifies. Zeekr CEO Andy An shared the development with CNBC ahead of a company event on Tuesday.

Zeekr’s Free Driver Assistance System

The newly introduced ADAS allows near-autonomous driving between pre-set destinations, provided drivers keep their hands on the steering wheel and comply with regulatory requirements. The system is being piloted initially, with a full public release expected in April.

The move comes as Tesla seeks to attract buyers to its own Full Self-Driving (FSD) system in China. Following criticism over its high price of 64,000 yuan ($8,850), some Tesla users reported receiving FSD for free until April 16, though Tesla has not officially commented on the matter.

Closing the Gap in Autonomous Driving

Zeekr's CEO acknowledged the fierce competition in the EV market, stating that the company must reduce the technology gap with industry leaders to establish itself as a major player. Previously, Zeekr only offered basic ADAS functions, such as parking assistance.

“Right now, in this period of development, I think subscriptions aren’t that meaningful,” said An. “We need to bear some cost to stay competitive.”

Zeekr, listed on the U.S. stock market, is set to release its quarterly earnings report on Thursday before the market opens. Its stock has risen 6% year-to-date.

Nvidia-Powered Technology for Enhanced Safety

Zeekr’s driver-assistance system is built on two Nvidia Orin X chips and features one lidar unit, which helps vehicles navigate independently of lighting conditions. The next version of the system will incorporate:

• Nvidia's advanced Thor automotive chip
• One long-range lidar unit
• Four shorter-range lidar units

“Using lidar may increase cost, but it reflects how much we value safety,” said An.

For international markets, Zeekr's ADAS system will not use Nvidia chips, as regulatory requirements differ across regions. Additionally, Zeekr’s technology will be extended to Lynk & Co. and potentially other brands under parent company Geely.

Shift from Price Wars to ADAS Competition

As China’s EV market evolves, automakers are focusing on driver assistance technology as a key selling point. Major developments include:

• BYD: Announced plans to expand ADAS features to 20+ models, with an advanced version expected by late 2025.
• Xpeng: Integrated ADAS as a standard feature in its P7+ model, eliminating additional subscription fees.
• Nio: Has advertised ADAS subscriptions but has yet to begin charging customers.

The demand for self-driving chips has fueled Nvidia’s automotive revenue, which hit a record $570 million in Q4 2025. Meanwhile, lidar producer Hesai reported four consecutive years of doubling lidar shipments, highlighting the growing reliance on the technology.

As automakers transition from pricing wars to a battle over driver assistance capabilities, Zeekr's free ADAS offering marks a bold strategy to gain a competitive edge in the rapidly evolving Chinese EV market.