汽车商业评论·2026-02-09 23:05Core Insights - The article discusses the evolving landscape of Over-The-Air (OTA) updates in the automotive industry, highlighting a shift from rapid growth to a more regulated and structured approach due to increased government oversight [4][7][9]. Group 1: OTA Market Trends - In 2024, 92 brands are expected to conduct 751 OTA updates, while in 2025, the number of brands will decrease to 85, with 792 updates, indicating a consolidation in the market despite the rise of smart vehicles [4]. - The first half of 2025 is characterized as a policy adaptation period with low OTA activity, while the second half sees a surge, particularly in December, where 133 brands are active, marking the peak of the year [6][7]. - By 2025, domestic brands account for 78% of OTA activities, with an average of over 12 brands pushing updates monthly, reflecting a 50% year-on-year increase [10]. Group 2: Regulatory Impact - In 2025, multiple regulatory announcements from the Ministry of Industry and Information Technology and the State Administration for Market Regulation aim to standardize OTA updates, requiring companies to register their OTA activities and ensure compliance with national standards [9]. - The increased regulatory scrutiny has led to a temporary decline in OTA activity as companies focus on compliance restructuring and internal process adjustments [9][10]. Group 3: Technological Advancements - The article notes a significant increase in the number of AI-related features introduced via OTA, with 276 AI functionalities launched in 2025, indicating a shift towards more advanced user experiences [20]. - The growth in smart cockpit features outpaces that of smart driving, with a 39.3% increase in cockpit functionalities compared to a 10% increase in driving features, suggesting a focus on enhancing user interaction [18]. Group 4: Monetization of OTA - The trend of charging for OTA updates is emerging, with various brands introducing paid features, such as Tesla's subscription model for entertainment services, marking a shift from previously free offerings [26][31]. - By 2025, over 30 paid OTA features are reported, with hardware upgrades becoming a significant revenue source for companies [26][28]. Group 5: Future Outlook - Looking ahead to 2026, the article identifies three key trends: the drive for OTA technology innovation through large models, the integration of vehicles into a broader IoT ecosystem, and the evolution of vehicles into "intelligent agents" capable of continuous learning and adaptation [34][36]. - The competition will increasingly focus on the comprehensive capabilities of companies, including software lifecycle management, continuous delivery, and deep user insights [36].