China OEMs’ Next-generation In-vehicle Infotainment (IVI) System Trends Report 2025: AI Smart Agents Reshape the Cockpit Experience
The automotive industry is undergoing a profound transformation, with digital intelligence becoming just as important as horsepower and design. According to the newly released “OEMs’ Next-generation In-vehicle Infotainment (IVI) System Trends Report, 2025” from ResearchAndMarkets.com, in-vehicle infotainment (IVI) systems are now at the center of this evolution. These platforms are no longer limited to simple navigation, radio, or entertainment—they are being reinvented into intelligent ecosystems that integrate AI Smart AI-powered assistants, personalized services, immersive entertainment, and lifestyle applications.
This comprehensive report traces the iterative development of infotainment systems across major automakers, highlighting the key characteristics of next-generation solutions. It analyzes market adoption rates, ecosystem content, human-machine interaction (HMI), and AI Smart scenario-based services, while also presenting over 40 real-world case studies that show how carmakers are embedding intelligence into the driving experience.
From Navigation Screens to AI-powered Cockpits
The launch of ChatGPT in 2023 accelerated global awareness of large AI models, and the automotive sector quickly began integrating these capabilities into vehicles. By 2024–2025, leading OEMs were no longer treating infotainment as an optional add-on but as a strategic pillar of their digital transformation.
Chinese brands in particular—often first movers in software-driven vehicle design—have taken the lead by embedding multimodal large models into their cockpits. These models analyze driver habits, preferences, and contextual needs to provide personalized recommendations, proactive services, and conversational interaction.
Importantly, the cost of deploying AI has fallen significantly. Public data shows that by the first half of 2025, API call costs for most mainstream large models in AI Smart China had declined sharply, lowering the barrier for automakers to deploy advanced features at scale. This cost efficiency has accelerated the popularization of AI-driven features in vehicles, reshaping the concept of the car as the “third living space”—a place not only to commute, but also to work, relax, socialize, and shop.
Seven Case Studies: AI in Action Inside the Cockpit
The report highlights seven representative case studies that demonstrate how AI is already reshaping the driving experience:
1. Voyah Courage – Turning the Cockpit into an “AI Agent”
Voyah’s “Xiaoyao Cockpit” integrates with DeepSeek, enabling multi-modal AI functions such as natural conversation, poetry composition, painting, AI Smart couplet matching, and real-time information retrieval. By combining creativity and practical utilities, Voyah positions its cockpit as an AI-powered companion, not just a control interface.
2. Zeekr 007 – AI Eva Intelligent Recommendation
Following its OS 6.2 update, Zeekr introduced AI Eva, an intelligent assistant that proactively recommends actions based on contextual scenarios. For instance, entering a tunnel triggers suggestions to close windows and switch to internal air circulation, while a habitual lunch break prompts rest mode activation. Over time, Eva learns driver habits and proposes personalized settings such as seat massage, ventilation, or heating.
3. Hongqi Lingxi Cockpit – Advanced Voice Interaction with DeepSeek
FAW Hongqi’s Tiangong 05 Lingxi Cockpit leverages the DeepSeek-R1 model for advanced multi-zone voice recognition, dialect support (including Sichuanese and Cantonese), and natural dialogue. It can remember user settings like AI Smart seat angle or temperature preference, while also delivering customized music playlists. This combination of anthropomorphic interaction and personalization deepens driver engagement.
4. NIO – Mic-free KTV 2.0
NIO expanded its entertainment ecosystem with Mic-free KTV 2.0 under the Banyan 3.0 OTA. The feature adds AI-generated sound effects, smart accompaniment, and real-time voice filters, turning the cockpit into a karaoke lounge without requiring extra hardware.
5. Great Wall Motors x Tencent Music – “AI Listening Companion”
Launched in late 2024, this partnership introduced a personalized emotional DJ. The system recommends music based on driving context (location, time of day, weather, and emotional state). For instance, during a relaxed evening drive in the mountains, it may suggest folk music while also adding spoken introductions and transitions for a more human-like, curated listening experience.
6. ONVO L60 – Voice-based Smart Ordering with McDonald’s
In May 2025, ONVO rolled out McDonald’s Smart Ordering, an in-vehicle AI voice ordering agent. Passengers can place, customize, and pay for food entirely through natural language interaction, seamlessly connecting the car with lifestyle services.
7. Li Auto – Lixiang Tongxue Life Assistant Upgrade
Li Auto’s OTA 7.4 update integrated Alipay’s in-vehicle assistant, enabling food ordering, express tracking, restaurant reservations, and payments. With simple voice commands, users can order coffee from Starbucks, reserve a table at Haidilao, or handle bills—all from inside the car. This turns the cockpit into a life assistant hub that manages everyday tasks.
Key Trends in Next-generation IVI Systems
Beyond case studies, the report categorizes emerging themes shaping the IVI ecosystem:
1. Market Adoption and Installation Rates
- Intelligent IVI systems are rapidly gaining share in China’s passenger car market.
- Installation rates vary by price segment, but leading independent brands and joint ventures are pushing adoption aggressively.
- The top 15 brands and models already account for a majority of installations, indicating a consolidation of innovation among leading players like BYD, Geely, Changan, NIO, and Li Auto.
2. Ecosystem Expansion: Content and Services
- Social functions: More cars are equipped with cameras, allowing passengers to record journeys or create social content. Zeekr, for instance, enables AI-generated images from road trip footage.
- Navigation: AI + AR navigation is evolving into a wearable-like experience, with AMAP and Rokid jointly launching the NaviAgent AR navigation ecosystem.
- Audio/Video: AI-enhanced karaoke and smart audio filters are turning cockpits into mobile concert halls.
- Gaming: Cloud gaming platforms are gaining traction, with OEMs even introducing e-sports cockpits to attract younger users.
3. Human-Machine Interaction (HMI)
- Voice interaction continues to evolve with dialect recognition and context awareness.
- Biometric technologies are expanding payment use cases, with facial recognition enabling secure, hands-free transactions.
- Multisensory inputs (vision and even smell) are being tested to enhance immersive experiences.
4. Scenario-based Customization
- Automakers are introducing “quick command” functions, where one phrase triggers a chain of actions (e.g., adjusting climate, lighting, and music simultaneously).
- Zeekr’s Smart Sticker + Smart Scenario Workshop allows users to design personalized scenario triggers, giving them control over the automation of comfort and convenience features.
5. Cloud-driven Application Ecosystems
- Many in-car apps are now hosted in the cloud, reducing the burden on local storage and computing resources.
- This shift ensures real-time updates, smoother integration, and scalability, enabling cars to continuously evolve even after purchase.
Leading Automakers in the IVI Race
The report details IVI strategies from a wide range of OEMs, including:
- Chinese brands: BYD, Geely, Zeekr, Changan, Great Wall, GAC, Hongqi, Chery, SAIC, NIO, ONVO, XPeng, Li Auto, Leapmotor, Xiaomi Auto.
- Alliances and newcomers: Harmony Intelligent Mobility Alliance (HIMA), Luxeed, Stelato.
- International players: BMW, Mercedes-Benz, among others, who are embedding China-specific AI features to remain competitive in the local market
