The curtain rose on Auto China 2026 (Beijing Motor Show) on the 24th. This year's Beijing Motor Show runs from today through May 4 at the China International Exhibition Center in Beijing. If the 2024 Beijing Motor Show was a showcase of electric vehicles, this year is marked by more distinct identities for each Chinese brand. Observers say uniquely Chinese traits have taken root, from advanced autonomous driving and battery charging technologies to high performance exceeding 1,000 horsepower and high-end luxury vehicles.
By contrast, traditional global brands are waging a desperate battle, pushing "localization" to crack the world's largest auto market, where 26 million vehicles were sold last year. Instead of sticking with their established designs, they co-developed models with Chinese local corporations and applied China-only designs and logos. The industry noted, "While Chinese automakers are attacking the domestic market with individuality and segmentation after a low-price blitz, overseas companies are calling for 'Sinicization.'"
◆ Chinese companies with clearer identities, a technology contest
At the China International Exhibition Center, which spans 380,000 square meters—the size of more than 50 soccer fields—Chinese companies staged a technology contest. China's auto industry had expanded its global market share by pushing a strategy of flooding the market with low-cost EVs, but that led to intensified cutthroat competition at home and the industry's profit margins hitting record lows. In response, companies added individuality with "high quality" and "new technologies," rather than "value for money," as they took part in this show.
Xiaomi unveiled a concept car with functions that enable interaction between the driver and the vehicle. Using bio and environmental sensors built into the body, the vehicle detects the driver's heart rate and physical condition in real time, and assists driving based on the driver's real-time biometric data. Xiaomi aims to deliver a driving experience in which the driver becomes one with the car. Outside, an aerodynamic structure is integrated into the body to control airflow without separate devices. Xiaomi said this is to improve high-speed stability and efficiency.
Chinese companies also showcased new ultra-fast charging technologies. BYD presented an ultra-fast battery charging system that fully charges in 9 minutes for a range of 830 km, and demonstrated charging in minus 30 degrees. In response, CATL unveiled a new battery that fully charges in just over 6 minutes and delivers a range of 1,500 km. It can be fully charged within 10 minutes even in extreme cold. A system that provides ultra-fast charging and battery exchange at a single station was also revealed earlier.
EV maker Nio introduced a battery exchange (swap) system. When a car is parked at a station that looks like a car wash, machinery rises from the floor to disengage the battery pack under the chassis and exchange the depleted battery for a fully charged one. The time until reattachment was completed was 2 minutes and 33 seconds.
In addition, Geely Group drew clear lines among its brands. Zeekr, which pursues luxury high-end, unveiled its flagship model, the 8X. The model features next-generation hybrid technology. Zeekr said that with a 230 kW drive motor, about 80% of driving can be done on electricity and fuel efficiency came in at 45 km per liter. Lynk & Co, a brand within the group, launched the sporty brand "Lynk & Co Plus" targeting younger generations.
Brands under SAIC Motor rolled out a series of AI-based lineups, and Huawei-affiliated brands also unveiled new models equipped with advanced autonomous driving features.
◆ "Cars we and China made together," global brands court buyers
Global automakers seeking to tap the 26-million-vehicles-a-year Chinese market made a more aggressive pitch. With many vehicles co-developed by global brands and local corporations unveiled, the heat of coverage from Chinese media was intense.
Volkswagen's pavilion was filled with models for the local market. Rather than Volkswagen's traditional design, they conveyed a Chinese EV vibe. The ID. UNYX 09, co-developed with Xpeng, a corporation, was unveiled at the pavilion. Volkswagen handled the body while Xpeng handled the brains. The ID. UNYX 06 and 07 were also on display, fitted with Huawei's advanced driver-assistance system (ADAS) technology. The ID. AURA T6, featuring an ADAS solution from CARIAD, jointly established by Horizon Robotics, a Chinese AI chip design company, and Volkswagen, was also exhibited.
It was the same for Audi. Audi unveiled the E7X, its second model co-developed with SAIC Motor (SAIC) and a sport utility vehicle (SUV). In addition to Audi's proprietary all-wheel-drive technology, it was built on a jointly developed platform with SAIC. A distinctive touch is the use of an "AUDI" wordmark instead of the four-ring logo. Audi Chairman Gernot Döllner said, "Through a variety of localized models, we will roll out the largest China product strategy in Audi's history."
Mercedes-Benz put the GLC Electric front and center, while BMW highlighted the iX3. Porsche displayed the Cayenne Electric Coupe, a signature model for the brand. The coupe variant has not yet been released in Korea. Despite being new models, foot traffic for German brands was far lower than for Chinese brands. A representative from a local company said, "Chinese automakers already offer higher performance at lower prices than overseas brands, so their popularity is waning."
Hyundai Motor is also aiming for a rebound in the Chinese market with the Ioniq brand. After selling 1.7 million units in 2016 to rank in the top three, Hyundai Motor unveiled the Ioniq V, the first model under its strategy dubbed "In China, for China, to the world."
Hyundai Motor also signaled an aggressive lineup expansion. Starting with the Ioniq V, the company plans to add up to 20 models over the next five years, including six all-new models in two phases and partial changes. Along with the aggressive expansion, it will strengthen its dealerships. By 2030, it will invest about 1 billion yuan (about 216.8 billion won) in China, including opening 181 new stores.
Some say they are disheartened by the "Sinicization of global automakers." A representative from a Korean automaker we met on-site said, "The halls are filled with Chinese cars wearing global brands' logos," adding, "It's disappointing that in China, the signature designs that global brands have maintained for so long may soon disappear."