Joint data analysis based on a study of consumer OTA upgrade feature preferences

OTA upgrade technology for new energy vehicles has become an important part of vehicle intelligence, and is now widely used in the field of new energy vehicles, and is gradually recognized and concerned by users. In order to explore users’ needs and preferences for OTA upgrades, this paper uses conjoint analysis to estimate the relative importance and attributes of OTA upgrades. The study found that the combination of OTA upgrade features of driving mode (powertrain domain), audio-visual entertainment (cabin entertainment domain), navigation system (body electronics domain) and vehicle recognition capability enhancement (autonomous driving domain) had a greater impact on users. In the future, car manufacturers can carry out OTA upgrades based on key functional directions to precisely match user needs while reducing OTA upgrade configuration costs.