3 6 Ke·2025-08-26 03:32Core Viewpoint - The era of "wild growth" for intelligent connected vehicles is coming to an end under stringent national regulations, leading to a comprehensive reshaping of OTA strategies and promotional methods for companies like Xiaopeng, Li Auto, and Huawei [1] Group 1: New Regulations - The core content of the new regulations focuses on two main aspects: regulating promotional behavior and strictly managing OTA upgrades [2] - Companies are prohibited from using terms that may mislead consumers into thinking their vehicles are fully autonomous and must provide accurate information regarding the automation levels and system capabilities of their vehicles [2] - OTA upgrades cannot be conducted without prior filing, and companies are not allowed to push untested software versions to users or conceal defects through OTA [2] Group 2: Industry Issues - The intelligent driving sector has seen aggressive marketing tactics, leading to consumer misconceptions about vehicle capabilities, resulting in frequent accidents and unclear liability [3] - There is a serious abuse of OTA upgrades, with some companies using it to secretly reduce battery life or release incomplete features under the guise of "iterative optimization" [3] - Experts indicate that current market offerings labeled as "autonomous driving" are still merely assistive driving, and drivers must adhere to all traffic regulations [3] Group 3: Company Responses - Xiaopeng Motors has announced a delay in its OTA plans due to the new regulations, which require prior announcements for significant software changes before filing [4] - Li Auto continues to optimize its intelligent driving features through OTA upgrades, recently launching version 7.5, which emphasizes alignment with human values and legal norms [5] - Huawei has successfully implemented a seamless OTA upgrade for its intelligent driving solutions, achieving significant milestones in vehicle deployment and usage metrics [6] Group 4: Industry Impact - The new regulations will have profound effects on the intelligent driving industry, with short-term challenges for companies relying on "tech marketing" and those accustomed to using OTA as a quick fix [7] - Experts believe that the regulations will help eliminate false advertising and enhance consumer trust in intelligent connected vehicle technology, fostering a healthier industry environment [7] - Although the regulations impose compliance pressures, they are expected to drive algorithm and technology upgrades, promoting high-quality industry development in the long run [7] Group 5: Future Outlook - As regulatory policies improve, the intelligent driving industry is expected to mature and differentiate, with a shift from rapid iterations to more stable upgrade rhythms [8] - By 2025, the overall frequency of software upgrades is anticipated to slow down, reflecting a trend towards more standardized software management practices [8] - The industry is likely to transition from "hype" to "real technology," allowing capable companies to thrive while those lacking solid technology may be eliminated [8]