AsianFin -- A fatal accident involving Xiaomi’s SU7 sedan and three students has ignited a public outcry across China, prompting electric vehicle makers to rethink how they position self-driving technologies.

The incident has led to a swift rebranding effort within the industry, with automakers moving away from the once-hyped term “smart driving.” Instead, companies are toning down marketing language and reemphasizing the role of driver responsibility, as regulators and consumers alike call for clearer boundaries between assisted and autonomous driving capabilities.