头豹市场研究| 2025/11 www.leadleo.com 2025年中国车载语音行业概览：AI+ 车载语音重塑人车交互新体验 2025 China In-vehicle Voice Industry 2025 年中国車載音声産業 （精华版） 报告标签：车载语音、AI赋能、智能化交互 撰写人：许哲玮 报告提供的任何内容（包括但不限于数据、文字、图表、图像等）均系头豹研究院独有的高度机密性文件 （在报告中另行标明出处者除外）。 ，任何人不得以任何方式擅自复制、再 造、传播、出版、引用、改编、汇编本报告内容，若有违反上述约定的行为发生，头豹研究院保留采取法 律措施、追究相关人员责任的权利。头豹研究院开展的所有商业活动均使用"头豹研究院"或"头豹"的商号、 商标，头豹研究院无任何前述名称之外的其他分支机构，也未授权或聘用其他任何第三方代表头豹研究院 开展商业活动。 头豹市场研读 | 2025/11 观点摘要 当前，中国车载语音行业正处于AI大模型深度赋能的关键阶段。以科大讯飞、百度、华为为代 表的头部企业纷纷推出星火、文心一言、盘古等车规级轻量化大模型，推动语音系统从"指令执行" 向"认知交互"跃迁。技术赋能下 ...

Core Insights - The automotive industry is witnessing a shift where traditional fuel vehicles are accelerating their smart technology integration to compete with the rising market share of electric vehicles (EVs) [1][2][9] - Industry experts suggest that the smartification of fuel vehicles is a transitional solution, as the long-term trend favors the replacement by electric vehicles, leading to a restructuring of the automotive supply chain [1][9] Fuel Vehicle Smartification - The launch of the first fuel sedan equipped with Huawei's advanced driving solution, the FAW Audi A5L QianKun, signifies a trend where traditional fuel vehicles are adopting smart technologies [2][3] - Data from the China Passenger Car Association indicates a 17.3% year-on-year decline in fuel vehicle sales in 2024, with their market share dropping to 52.4%, and further down to 49.9% in the first nine months of 2025 [2] - A report highlights that 71.9% of consumers consider smart cockpit features as a primary factor in their purchasing decisions, indicating that smart technology is becoming a critical decision-making factor [2] Technological Challenges - Experts point out several technological bottlenecks in the smartification of fuel vehicles, including limitations in architecture, power supply issues, and challenges in heat dissipation and integration [5][6] - The traditional fuel vehicle's distributed electronic architecture has low bandwidth, making it difficult to support high computing demands, while the 12V battery cannot sustain the power needs of advanced driving hardware [5][6] Industry Trends - The trend of fuel vehicles adopting smart driving solutions is gaining momentum, with various models from brands like Mercedes-Benz and Volkswagen also integrating smart technologies [3][4] - The automotive industry is moving towards an "oil-electric intelligence" strategy, with major players like FAW-Volkswagen and Mercedes-Benz committing to smart upgrades across their fuel vehicle lineups [8][10] Future Outlook - The shift towards smartification in fuel vehicles is expected to have profound impacts on the automotive industry, driving more companies to invest in smart driving technology and potentially altering market competition dynamics [9] - The long-term outlook suggests that electric vehicles will dominate the market, with the smartification of fuel vehicles serving as a defensive innovation strategy to buy time for the transition [9][10]

Core Insights - The increasing demand for intelligent driving is driving traditional fuel vehicles to accelerate their smart transformation in response to market competition [1] - The launch of the first fuel sedan equipped with Huawei's advanced intelligent driving solution, the FAW Audi A5L QianKun Intelligent Driving Edition, marks a significant development in the automotive industry [1] - Industry experts suggest that the smart transformation of fuel vehicles is a transitional solution, as the long-term trend favors electric vehicles, leading to a restructuring of the automotive supply chain [1] Industry Trends - The market share of new energy vehicles is continuously increasing, prompting traditional fuel vehicles to adopt intelligent features [1] - The automotive industry is expected to evolve into a structure where "electrification lays the foundation, and intelligence determines the victor" [1] - The status of traditional Tier 1 suppliers is declining, with Chinese technology companies becoming the core of the supply chain [1]

Core Viewpoint - The automotive industry is witnessing a shift where traditional fuel vehicles are accelerating their smart technology integration to compete with the rising market share of electric vehicles (EVs). However, experts believe that this smartification of fuel vehicles is a transitional solution, as the long-term trend favors the replacement by electric vehicles, leading to a restructuring of the automotive supply chain with Chinese tech companies becoming central players [1][9]. Group 1: Smartification of Fuel Vehicles - The first fuel sedan equipped with Huawei's advanced smart driving solution, the FAW Audi A5L QianKun, has been launched, alongside the Dongfeng Nissan Teana featuring Huawei's Harmony cockpit [2]. - Data from the China Passenger Car Association indicates that fuel vehicle sales are projected to decline by 17.3% year-on-year in 2024, with their market share dropping to 52.4%. By the first nine months of 2025, this share further decreased to 49.9%, indicating that new energy vehicles have officially surpassed traditional fuel vehicles as the mainstream choice for consumers [2][3]. - A report highlights that 71.9% of users consider smart cockpits a primary factor in their purchasing decisions, while 69.3% focus on in-car interaction experiences, emphasizing the critical role of smart technology in consumer choices [2]. Group 2: Technological Challenges and Solutions - Experts point out that fuel vehicles face several technological bottlenecks in their smartification process, including limitations in architecture, power supply issues, and challenges in heat dissipation and integration [5]. - Despite these challenges, the narrative that fuel vehicles cannot be smartified is changing, as more models are now equipped with advanced smart driving systems, such as the FAW Audi A5L QianKun and the SAIC Audi A5L Sportback [6]. - Huawei and Audi have overcome key challenges related to computing power, power supply, and heat dissipation, enabling the integration of high-performance computing platforms in fuel vehicles [7]. Group 3: Industry Transformation and Supply Chain Restructuring - The trend of fuel vehicles adopting smart technology is part of a broader "oil-electricity intelligence" strategy being pursued by many automakers, including joint ventures like FAW-Volkswagen and Mercedes-Benz [8]. - As consumer demand for smart driving features increases and technology costs decrease, traditional automakers are accelerating their efforts to enhance their products' smart capabilities [8]. - The shift towards smartification is expected to have profound implications for the automotive industry, driving a transformation towards intelligent vehicles and altering competitive dynamics, with a focus on collaboration between automotive manufacturers and tech companies [9][10].

Core Viewpoint - The annual Guangzhou Auto Show highlighted the significant presence of Huawei and its collaborations with GAC and Dongfeng, while foreign brands like Toyota are also making notable strides in their transformation efforts, particularly in the electric and hybrid vehicle sectors. Group 1: Huawei's Role and Domestic New Forces - Huawei was a major focus at the Guangzhou Auto Show, showcasing its partnerships with GAC and Dongfeng through models like "Qijing" and "Yijing" [1] - Domestic new forces such as Xiaomi's upgraded HAD system and the launches from Zhiji and Xiaopeng also drew considerable attention [1] Group 2: Toyota's Transformation - Toyota reported a net profit of 932 billion yen and revenue of 12.38 trillion yen for Q3 2025, with a market capitalization of $266 billion, making it the second-largest automaker globally, surpassing BYD [2] - At the auto show, Toyota unveiled four new products, emphasizing its commitment to both electric and hybrid technologies under the "oil-electric synergy" strategy [2] - The new models include the Corolla with a fuel efficiency of 4.13 liters per 100 km and the bZ3, which is the first pure electric model under the RCE system [2] Group 3: Collaborative Strategies - Toyota is enhancing its product capabilities by collaborating with various Chinese companies, exemplified by the launch of the GAC Toyota Platinum Smart 7, which targets the mid-range electric sedan market [3] - This model integrates Huawei's HarmonyOS and electric drive technology, as well as compatibility with Xiaomi's hardware ecosystem and Momenta's intelligent driving solutions [3] Group 4: Market Performance - From January to October this year, FAW Toyota achieved cumulative sales of 660,000 units, while GAC Toyota's total sales reached nearly 640,000 units [4] - Through its "oil-electric synergy" and collaborative strategies, Toyota is transforming into a formidable competitor in the Chinese market, challenging domestic new forces [4]

丰田正在以超越日本甚至中国市场想象的速度迅速补齐短板，赋之以自身品牌长年积累的品牌号召力， 同样作为"新势力"抢夺中国市场的蛋糕。 今年1-10月，一汽丰田累计销量达66万辆，广汽丰田整体销量近64万辆。通过"油电共强"、"合纵连 横"，以往沉重的"大象"丰田正在中国市场转身为所有新势力都不可小觑的对手。 首先，在燃油机械技术上有丰富底蕴的丰田，也在大力发展电动与混动技术，推行"油电共强"。广州车 展前一晚，一汽丰田技术品牌焕新暨新品发布会在广州举行，搭载家族化"锤头鲨"造型的智混卡罗拉、 硬派风格的新一代RAV4荣放以及bZ3智享家三款新品发布。动力方面，第六代荣放提供了2.0L智能电混 双擎、2.5L智能电混双擎和2.0L汽油版三种选择；卡罗拉搭载了第五代智能电混双擎系统，1.8L 先锋版 HEV百公里油耗低至4.13升，一箱油能跑1000公里；新bZ3智享家更是RCE体制下首款焕新纯电车型。 而在其他产品力方面，丰田除了自研TTS智行安全系统外，还果断选择"合纵连横"，与中国各家企业合 作，迅速补上自己的短板。比如在广州车展首日发布的广汽丰田铂智7，敢于正面入局20万级中高级纯 电轿车市场，底气就是来自 ...

Core Viewpoint - GAC Trumpchi's new positioning of the "Wishing" series as a "no range anxiety" electric vehicle lineup aims to address the fundamental concerns of electric vehicle users regarding reliability, charging convenience, and product quality [3][4][20] Product Strategy - The "Wishing" series includes three models: Wishing S7 (mid-size SUV), Wishing M8 (mid-large MPV), and Wishing S9 (mid-large SUV), effectively covering the SUV and MPV markets [5] - GAC Trumpchi has partnered with Huawei to enhance the smart features of Wishing M8 and Wishing S9, positioning them among the industry's top tier in terms of intelligence [5][11] Technical Innovations - The Wishing series addresses range anxiety through advanced technology, achieving a comprehensive range of over 1200 kilometers, with the Wishing M8 featuring a 2.0T ATK engine with a thermal efficiency of 44.14% [6][8] - The flexible energy strategy of "one car, three uses" allows users to switch between pure electric, range-extended, and plug-in hybrid modes, optimizing fuel economy and driving experience [6][8] Quality Assurance - GAC Trumpchi emphasizes product quality through rigorous testing, including wind tunnel tests and extreme condition evaluations, ensuring reliability under various scenarios [8][9] - The self-developed battery technology has maintained a record of over one million vehicles with "zero combustion," enhancing user confidence in safety [9] Resale Value - GAC Trumpchi has ranked first in resale value among domestic brands for three consecutive years, addressing consumer concerns about rapid depreciation in the electric vehicle market [11] - The collaboration with Huawei has further advanced the product evolution from "reliable" to "smart," enhancing user experience with top-tier intelligent features [11] Lifestyle Integration - GAC Trumpchi aims to create a comprehensive ecosystem beyond just vehicles, integrating various lifestyle aspects such as culture, health, and travel into the "Wishing Life Circle" [12][13] - The brand's partnership with the popular show "Wishing Life" reflects its commitment to building emotional connections with users, promoting a philosophy of enjoying life [13][15] Market Performance - As of October this year, GAC Trumpchi's cumulative sales of new energy vehicles have exceeded 150,000 units, indicating a positive market reception [17] - Future plans include launching upgraded models and expanding the product matrix to cater to diverse family structures and usage scenarios [18]

Core Insights - The 2025 Guangzhou Auto Show showcased innovative designs and technologies from various automakers, sparking debate over the practicality and necessity of such features [2][6][10] - The event highlighted a shift in the automotive industry towards scenario-based innovations, targeting specific user needs such as outdoor camping and leisure activities [3][8][11] Group 1: Innovative Designs - Several automakers introduced models with unique features, such as the Zhiji LS9 with a "mobile shower room" and "carried floor heating" system, aimed at outdoor enthusiasts [3][4] - The Toyota RAV4 Forest Edition was designed for outdoor lovers, featuring waterproof materials and enhanced lighting for camping [3][11] - Ford's Intelligent Mustang was presented as an all-terrain camping SUV, equipped with a power supply capability of up to 6.6 kW, catering to users' needs for energy while camping [3][8] Group 2: Industry Perspectives - Industry experts expressed concerns about whether these designs represent true innovation or merely serve as marketing gimmicks, with some features deemed impractical for regular use [6][10] - There is a growing emphasis on "scenario-defined vehicles," suggesting that cars must meet diverse user scenarios to attract consumers in a competitive market [4][8] Group 3: Consumer Reactions - Consumer feedback indicated a preference for practical innovations that address real needs rather than flashy features that do not enhance the driving experience [10][12] - Despite skepticism, the Zhiji LS9's shower feature generated significant interest, with 5,200 units sold within 25 minutes of its launch, indicating a market for such unique offerings [7][10] Group 4: Market Trends - The automotive market is evolving from meeting basic transportation needs to catering to personalized lifestyles, with a focus on specific user groups like outdoor enthusiasts and business professionals [8][11] - Innovations are increasingly being evaluated based on their technical feasibility and practical application, moving away from mere conceptual designs [11][12]

Investment Rating - The report maintains a "Recommended" rating for the automotive sector [1] Core Views - The automotive industry is experiencing a decline in performance due to high base effects, with expectations of a decrease in passenger vehicle year-on-year growth by the end of 2025. However, the high-end passenger vehicle market is expected to perform relatively better in 2026 due to policy adjustments [17] - The report highlights the rapid iteration capabilities of new models such as the Xiangjie S9 and Xiaopeng X9, indicating a trend towards advanced driving technologies becoming more accessible [14][15] - The report emphasizes the growth potential in the commercial vehicle sector, particularly heavy trucks, with a recovery in domestic demand anticipated in 2025 [17] Summary by Sections Recent Trends - The automotive sector has underperformed compared to the Shanghai Composite Index, with a weekly decline of 4.9% from November 17 to November 21, 2025 [5][18] - The Guangzhou Auto Show showcased 93 new car launches, with 58% being new energy vehicles, indicating a strong market presence for innovative technologies [13] Key Developments - The launch of the Xiangjie S9 and Xiaopeng X9 models reflects the industry's focus on high-end features and rapid product updates, with prices ranging from 309,800 to 369,800 yuan for the S9 [14] - Huawei's conference highlighted advancements in L3 autonomous driving technology, predicting a penetration rate of 30% by 2025 and over 50% by 2027 [15][16] Recommendations - For passenger vehicles, companies with quality offerings above 300,000 yuan are expected to benefit, with recommendations including Jianghuai Automobile, Geely, Xiaopeng, Great Wall, SAIC, Li Auto, Seres, and BYD [17] - In the parts sector, companies benefiting from the penetration of high-level intelligence into lower-priced models are recommended, including Huayang Group, Desay SV, and Kobot [17] - In the commercial vehicle segment, companies like Weichai Power, Foton, and China National Heavy Duty Truck are recommended due to expected recovery in heavy truck demand [17]

Core Insights - The article discusses the rise of "lazy economy" driven by micro-innovations in household products, particularly focusing on the intelligent toilet technology developed by JOMOO, which aims to alleviate mundane cleaning tasks [2][3][26] - The introduction of JOMOO's "turbine wash" technology signifies a shift towards automated cleaning solutions, addressing consumer pain points related to traditional toilet cleaning methods [2][8][11] Group 1: Lazy Economy and Innovation - The "lazy economy" has evolved from e-commerce to various sectors, including home appliances and dining, pushing industries to innovate rapidly [3][19] - Consumer feedback on smart toilets highlights two main issues: ineffective cleaning and hygiene concerns regarding the spray nozzle [7][12] - JOMOO's "turbine wash" technology offers a solution by providing a deep cleaning mechanism that eliminates stubborn stains and enhances hygiene [8][10][11] Group 2: Technological Advancements - The "turbine wash" technology utilizes high-speed rotation to clean toilet surfaces, ensuring no area is left untouched [8] - JOMOO's "ultra-micro bubble water" technology converts tap water into billions of nano-sized bubbles, effectively breaking down bacteria and dirt with a 99% sterilization rate [10][11] - The UV sterilization feature for the nozzle further enhances hygiene, achieving a 99.99% sterilization rate and addressing concerns about cross-contamination [11][12] Group 3: User Experience and Market Trends - The concept of "lazy technology" focuses on reducing user effort and simplifying daily tasks through smart innovations [12][19] - Other industries, such as automotive, are also adopting "lazy economy" principles by designing products that minimize user effort and enhance convenience [18][19] - The shift in consumer expectations emphasizes a desire for products that provide a sense of ease and relaxation rather than complexity [20][25] Group 4: Conclusion and Future Implications - The article concludes that innovation should prioritize user comfort and efficiency, allowing individuals to focus on more meaningful activities rather than mundane chores [26][27] - The evolution of smart toilets exemplifies how technology can transform everyday experiences, aligning with the broader trend of the "lazy economy" [26][27]