机构报告：汽车智能座舱体验转向实用主义 AI可信度与场景能力成新赛点

Core Insights - The report indicates that by 2025, the focus of smart cockpit competition will shift from "breadth of functionality" to "depth of experience," moving from "digital redundancy" to "pragmatism" [1] Group 1: Evolution of Smart Cockpits - The early "functional cockpit" centered around rich online services, while the subsequent "perceptual cockpit" integrated multi-modal interaction and perception technologies for natural interaction and task automation [1] - The industry has now entered the "cognitive cockpit" phase, enabled by the deep application of large model technology, which allows for precise understanding of user behavior and preferences, leading to proactive personalized service delivery [1] Group 2: Interaction Design - Touch controls remain mainstream, but there is a nearly equal demand for physical buttons, with 25.3% of users viewing the lack of dedicated buttons for common functions as an interaction flaw, indicating the irreplaceable nature of physical feedback in high-pressure driving scenarios [2] - Future interaction design must find a stable balance between touch, physical buttons, and multi-modal collaboration [2] Group 3: Application Ecosystem - Although 80.2% of users frequently use automotive apps, their needs are primarily tool-oriented, with "charging services" and "vehicle health management" significantly outpacing "social interaction" and "marketplace services" [3] - There is a misalignment between automakers' direction to develop apps as social platforms and users' demand for immediate utility, suggesting that ecosystem development should focus on essential scenarios [3] Group 4: AI Experience - Users currently prioritize AI functions that enhance travel efficiency and safety, such as "smart traffic navigation" and "health monitoring," with 56.5% reducing AI vehicle control usage due to reliability and safety concerns [4] - The industry needs to overcome challenges in complex scenarios, multi-modal collaboration, and intent correction to transition AI from "showcase intelligence" to "stable and trustworthy intelligence" [4] Group 5: Competitive Landscape - As large model capabilities become widespread, the industry is experiencing a trend of functional homogenization, shifting competition from "model scale" to "data quality, scene granularity, and depth adaptation" [5] - Automakers must build an integrated capability of "scene-data-model" to achieve differentiated experiences in real-world usage scenarios, with user willingness to pay for comfort features like smart seats and audio systems increasing [5] - The interaction paradigm of smart vehicles is rapidly transitioning from "passive response tools" to "proactive cognitive partners," integrating sensor data, user habits, and contextual needs to anticipate and provide services [5]