Global automakers seeking to regain ground in China are leaning harder on localization, rolling out strategy models that combine electrification with AI-driven digital features and advanced driver-assistance systems developed with local partners.
According to the industry on April 28, Mercedes-Benz unveiled the China-only “Electric GLC L” for the first time worldwide, centered on its in-house operating system, MB.OS. The company said a localized AI assistant supports dialects including Cantonese and Sichuanese, while dedicated navigation links to China’s highway electronic toll collection system, positioning the package as “intelligent luxury.”
Ola Kallenius, chairman of Mercedes-Benz’s board of management, said the Auto China show would demonstrate the company’s product strength and commitment to the Chinese market. He said Mercedes-Benz would deepen China-specific models, production and research and development, and use China as a source of innovation for the brand worldwide.
BMW highlighted its next-generation Neue Klasse platform and debuted, for the first time worldwide, long-wheelbase versions of the iX3 and i3, along with a new BMW 7 Series. Working with local companies including Alibaba, DeepSeek and Huawei, BMW said it is upgrading AI-based software and plans to introduce a new driver-assistance system developed for China’s traffic environment, starting with the iX3. It also plans to apply “BMW Panoramic iDrive,” which uses the windshield as a display, reflecting Chinese consumers’ preference for interior usability.
Volkswagen Group said it is resetting its portfolio — from design and digital cockpits to advanced driver-assistance systems — around Chinese customer needs under its “In China, For China” strategy. It plans to launch more than 20 electrified models in China within the year, including the ID·UNYX 09 co-developed with Xpeng, as it ties into local innovation ecosystems to win back market leadership. A Volkswagen China official said the company will introduce a total of 13 NEV models across EVs and plug-in hybrids in China within the year and expand the lineup to 30 by 2029.
Hyundai Motor also stepped up its push, unveiling for the first time its China EV strategy model, the Ioniq V. Designed from the planning stage to reflect Chinese consumer preferences, it uses a platform co-developed with joint-venture partner Beijing Automotive and a battery developed with China’s CATL. Hyundai said the vehicle offers more than 600 kilometers (373 miles) of range on a single charge under the CLTC standard and includes more advanced ADAS functions developed with Chinese autonomous-driving specialist Momenta.
* This article has been translated by AI.
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