High-end Ethernet chips continue to advance, while mid-range chips have expanded into broader applications. Particularly, automotive Ethernet is seeing a significant rise in adoption. Competition intensifies across sectors as Broadcom and Marvell wrestle for dominance in high-end cloud and AI server markets, while Taiwanese IC design companies such as MediaTek and Realtek are building more comprehensive product lines to stack up against the competition. As leading chip manufacturers in Taiwan and the US have launched a variety of strategies, chip designers affirm that Ethernet chips are becoming a new battlefield.