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🇰🇷 South Korea /Economy & Trade

Beijing Motor Show Sees Live Sales, Premium EVs, and Tech Integration

From Hankyoreh · (6m ago) Korean

Translated from Korean, summarized and contextualized by DistantNews.

TLDR

  • The Beijing International Automotive Exhibition 2026 (Auto China) has opened, showcasing new models from global and Chinese automakers amidst a focus on electric vehicles.
  • Chinese brands are increasingly emphasizing premium strategies over low-cost competition, with companies like BYD, Zeekr, and Xiaomi unveiling high-end models and concepts.
  • The exhibition highlights the growing importance of automotive technology companies, including those focused on operating systems, semiconductors, and batteries, with Huawei playing a significant role through its various collaborations and technology displays.

Hankyoreh's report from the Auto China 2026 (Beijing Motor Show) paints a vivid picture of a rapidly evolving automotive market, particularly within China. The article notes the shift from traditional car shows focused on new vehicle unveilings to dynamic sales environments where live commerce and aggressive sales tactics are prevalent, as seen at the AITO (a Huawei-Ceres collaboration) booth.

If you are considering buying a car with a budget of 250,000 to 350,000 yuan (54 to 76 million won), please follow me right away. I can send you a quote that includes the license plate, taxes, and insurance.

— SalespersonEngaging potential customers through live commerce at the AITO booth.

The piece emphasizes the strategic pivot by Chinese electric vehicle (EV) manufacturers towards a 'premiumization' strategy. Faced with intense competition and declining profit margins—with China's auto sales profit margin reportedly falling to a low of 2.9% in early 2024—companies like BYD, Zeekr, and Xiaomi are launching high-end models. This move signifies a maturation of the Chinese EV market, moving beyond sheer volume to focus on profitability and brand value.

This model is newly released, so there is no final sales price yet. We can only provide the pre-sale price and related benefits.

— SalespersonExplaining pricing to a potential customer at the AITO booth.

Furthermore, the exhibition underscores the increasing integration of technology companies into the automotive sector. Huawei, in particular, has a substantial presence, showcasing its intelligent driving systems, operating systems (Hongmeng/HarmonyOS), and collaborating on vehicles with multiple manufacturers. This highlights the trend of auto shows becoming 'technology exhibitions,' where software, semiconductors, and batteries are as crucial as the vehicles themselves.

Compared to the previous exhibition, I definitely feel that there are more new car and technology releases from Chinese brands.

— Song Guo-chunAn attendee commenting on the increased presence of Chinese brands and technology at the motor show.

From a South Korean perspective, this report from Hankyoreh provides critical insights into the competitive landscape. The aggressive sales tactics and the push for premiumization by Chinese EV makers signal a formidable challenge to established global players, including South Korean automakers. The deep involvement of tech giants like Huawei in the automotive industry also points to a future where automotive companies are increasingly defined by their technological prowess, particularly in software and AI. The article implicitly suggests that while Western media might focus on the technological advancements, the on-the-ground reality at the show, with its blend of salesmanship and high-tech displays, offers a unique glimpse into the fierce 'survival competition' within China's EV market.

It seems that almost all brands are incorporating artificial intelligence (AI) into their vehicle operating systems in various ways, indicating a strengthening trend towards 'intelligence'.

— Song Guo-chunObserving the trend of AI integration in vehicle operating systems at the motor show.
DistantNews Editorial

Originally published by Hankyoreh in Korean. Translated, summarized, and contextualized by our editorial team with added local perspective. Read our editorial standards.

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