BEIJING — China's vision for the future of cars through electrification and digital connectivity is on display at the ongoing Beijing Auto Show.
According to organizers, 117 new models will be unveiled for the first time at the China Motor Show 2024, which will be held until May 4. The models range from the spectacularly cutting-edge to the more subtle and innovative.
One of the biggest crowd scenes was the opening day presentation by Xiaomi, a leading Chinese manufacturer of smartphones and trendy, affordable smart home appliances aimed at younger generations entering the automotive market for the first time.
Xiaomi announced that it has received more than 75,000 orders in the four weeks since the launch of its first car, the SU7, with list prices ranging from $29,800 to $41,400.
Why do telephone companies make cars? Analysts point to connectivity. Consumer technology companies want to connect customers' lives across all devices: phones, laptops, televisions, and now cars.
“It starts with the concept of third place,” said Beatrix Keim, China director of the German automotive research center CAR. “Because now people are spending their time in the office, at home, and primarily in their cars.”
This approach works well in China, a highly digital society where electronic payments are the norm and where the convenience of connectivity takes precedence over privacy concerns for most people.
Chinese telecommunications giant Huawei is also entering the automotive business. Apple considered the idea but dropped it earlier this year.
A car as a living space
Some Chinese manufacturers are taking the third space idea to new heights.
Zeekr has announced an electric car called “Mix'' that transforms its interior into a small room while parked. The front seats rotate to face the rear seats, with a table in between where you can play card games or enjoy a wok meal, company executives said.
Zeekr design director Stefan Sielaff described the mix as a “great experiment” focused on young families.
“We don't call it a car, we don't call it an MPV, we don't call it a van,” he says. “It's more of a lifestyle capsule. It's an iPod on wheels.”
This is the fifth model from Zeekr, the two-and-a-half-year-old premium electric vehicle brand from China's Geely Group, a major manufacturer that owns Volvo and has designers in Sweden and Shanghai.
According to the company, “The Mix” is expected to be released in China by the end of June. The selling price has not been disclosed.
China's electric car boom, which began three years ago, has eroded the market for gasoline-powered cars, but it's not gone just yet.
So said Chery Automobile, China's largest exporter, telling the auto show crowd that it would continue to develop gas-powered vehicles as well as electric and hybrid vehicles.
The hybrid SUV “EXEED Yaoguang C-DM” released last month was one of four vehicles, two hybrid and two electric vehicles.
The Yaoguang SUV is priced between $22,000 and $31,000 in China, and is also targeting overseas markets, according to a company news release.
Hybrid cars, which have lagged behind electric cars in China, are now seen as a growth opportunity. Last year, 2.6 million new hybrid cars were sold in China, about half of all electric cars. Together these accounted for his 36% of the market.
luxury tank
BYD, the Chinese electric car maker known for its low-cost battery technology and cars, is also targeting China's high-end market, defined as cars priced above $140,000.
The company's Yangwang brand has introduced the latest version of the U8, a monster off-road SUV launched in September last year, designed to survive even in harsh conditions. A satellite phone is included in case the driver gets stuck out of cell phone coverage.
The U8 is built on a platform that can pivot on the fly like a tank. The price is $150,000. For an additional $13,800, buyers can add a built-in drone system.
A simpler approach
Volvo, the Swedish brand now owned by Geely, offered an answer to those overwhelmed by technology.
“The current EV market is characterized by a rampant trend of excess and addition,” said Roger Yu, Volvo's managing director of sales in Greater China.
The EX30 electric SUV was presented as a user-friendly vehicle with a sophisticated sound system and easy-to-use tablet screen.
“By subtracting for ease of use and adding for safety, Volvo aims to offer users the clearest interface, the most user-friendly operation, and the most reassuring and intelligent experience.” he said about in-vehicle screens.
The company announced that the EX30 will be sold in China for between $29,000 and $36,000.
Information for this article was contributed by Yu Bing and Olivia Zhang of The Associated Press.
