In the world’s largest auto market, automakers competed to attract drivers with amenities like crystal balls, in-car karaoke systems, and 3D dashboards at the Shanghai auto show.
Zeekr, a premium electric vehicle (E.V.) brand owned by Zhejiang Geely Holding Group (GEELY.UL), showcased its new X model SUV’s massaging seats at China’s first presentation since COVID-19 limits ended.
In a market where nimble domestic automakers have overtaken classic Western brands, many Chinese firms exhibited dashboard touch displays that let users sing karaoke or play games while driving.
Polestar, a premium E.V. maker created by Volvo (VOLCARb. S.T.) and Geely, unveiled the Polestar 4 SUV coupe, which will go into production later this year without a rear glass and instead uses H.D. cameras on its top to show drivers what’s behind them.
Polestar stated the addition improves backseat visibility and room.
At the car show, Unity (U.N.), a popular video game engine, showcased how it is enabling firms like Li car (2015. H.K.) to turn its dashboard displays into 3D game-like interfaces and display its future cockpit.
Chinese automakers have gained market share from Western rivals by offering drivers specialized lifestyle services and launching new vehicles faster. They innovate aggressively.
Chinese automakers often provide side view mirrors that fold when parked for free, adding value to their low prices.
“So many new vehicles, so many new Chinese vehicles looking very good,” remarked Faurecia CEO Patrick Koller. Koller also highlighted that several new Chinese models had no buttons and used speech and movement activation.
“China’s consumer-driven electronics are looking for a ‘Wow!’ effect,” he remarked.
Foreign automakers also showcased.
According to Markus Henne, the CEO of Hyundai’s (005380. K.S.) high-end Genesis brand in China, the EV GV60’s center console has a crystal ball.
Genesis’ “sphere” lights up as the car begins and can be manipulated to shift gears. It replaces engine noise in E.V.s.
“It’s really been eaten up by Chinese consumers,” Henne remarked.
Faurecia’s Koller warned of the high costs of automakers’ rapid product launches.
I’m concerned about this speed and the short vehicle-renewal cycle. “This is expensive and doesn’t give you time to mature innovations and technology,” Koller added.
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