- OTA updates fell to 774 in April as automakers favor targeted, scenario-based functional upgrades.
- New-entrant brands sharply pulled back to just 36 updates, with Firefly the only active newcomer.
- Chinese local brands dominate OTA activity, sustaining near-700 monthly updates and leading feature development.
China’s auto OTA update pace slowed in April, with total updates at 774 as the industry shifts toward more practical, scenario-based upgrades
Monthly OTA updates declined from 993 in March to 774 in April. Focus moved to high-frequency use cases, including voice interaction, driving assistance, vehicle control, ecosystem apps
From January to April, OTA volume fell month by month. Iteration strategy shifted from rapid expansion to targeted optimization, prioritizing usability over frequency
New-entrant brands saw a sharp pullback. Only 36 updates were released in April, far below March levels. Firefly was the only brand to push OTA updates during the month
Some new entrants moved away from frequent small updates, opting for longer cycles with bundled major releases; aiming to cutting R&D costs, reducing system risks
Firefly aligned its OTA push with the launch of its 2026 refreshed model. It offered free 120kW power upgrades to existing users, combining software updates with hardware enhancements. Gamified content, Xiaohongshu campaigns, community incentives turned OTA into a marketing event
Chinese local brands remained dominant. Fourteen Chinese brands rolled out OTA updates in April, accounting for over 70% of active players. Total updates reached 696, broadly flat from 698 in March
Since the second half of 2025, monthly OTA volume from domestic brands held near 700, with narrower fluctuations. OTA operations entered a normalized phase
Mainstream players such as BYD and Geely maintained steady update cadence; intelligent driving, cockpit systems remained core upgrade areas
JV brands slowed their pace. Only two brands, Toyota, Honda, pushed OTA updates in April; total updates stood at around 30 functions
Toyota integrated Momenta R6 reinforcement learning model; Honda deployed AI large models. Both focused on cockpit interaction, driving assistance optimization, accelerating intelligent features rollout
Premium brands also saw lower activity. Only two brands, Lotus, Volvo, released OTA updates in April; total updates reached about 12 functions
Lotus leveraged AI models to enhance in-cabin entertainment, smart experience; Volvo added urban navigation assist, refined cockpit interaction
The market shows three trends in early 2026. Upgrade logic turns rational, shifting from frequency to functional value. Market divergence widens, Chinese local brands lead, new-entrant brands adjust, joint-venture luxury brands catch up. OTA extends beyond technology, evolving into a tool for user engagement, brand marketing
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