Challenging the Old Guard at the Shanghai Auto Show 2025

As traditional boundaries between automotive classifications blur, the biennial Shanghai Auto show has become a showcase for innovation, revealing not just the latest models but the technologies that will define the future of mobility. Over the past decade, the event has matured into a pivotal global stage for both local debuts and international launches.

However, the noticeable absence of several key brands hints at a significant shift in the industry. For the first time since 2002, major Korean automakers—Hyundai, Kia, and Genesis—were missing from the event. They were joined by French brands Citroën and Peugeot, as well as British marques Jaguar and Land Rover, which chose to hold a separate event focused on electrification strategies.

In stark contrast to 2023, only Bentley and Porsche represented the luxury segment, while other notable brands like Chevrolet, Subaru, Jetta, and Venucia were also absent. With the absence of these major players, the spotlight is shifting to emerging brands that are challenging the old guard and reshaping consumer expectations.

In a striking contrast, emerging brands such as Avatr, Jetour, and iCar unveiled vehicles that directly challenge established Western manufacturers. These domestic contenders are not only matching quality but also offering superior technology at more competitive prices, putting mainstream non-luxury brands in China at risk. Additionally, automakers have shifted to a safety-first narrative in response to a crackdown by the Chinese government on smart-driving marketing, prohibiting terms like "smart driving" and "autonomous driving."

As the automotive landscape evolves, manufacturers are making significant strides with innovative chassis technologies. NIO showcased its ET9 model, featuring the SkyRide Full Active Suspension and steer-by-wire technology. IM Motors introduced a dual ECU redundancy system in its steer-by-wire and brake-by-wire systems, enhancing automation and safety in its upcoming flagship model set to launch in Q4 2025. Changan unveiled a new integrated chassis that combines electric motor brakes, steer-by-wire, and active suspension technologies.

Many automakers are progressing towards Level 3 and Level 4 Advanced Driver Assistance Systems (ADAS) through multi-lidar systems and AI-driven decision-making. XPeng presented its AI-driven mobility ecosystem, demonstrating sophisticated ADAS capabilities, including urban navigation and automatic parking.

The realm of intelligent driving is rapidly evolving, with comprehensive solutions from companies like Tesla, Li Auto, and XPeng becoming standard. Affordable models, such as the BYD Qin PLUS and Chery eQ1, now feature advanced capabilities like urban navigation and automatic parking, challenging the notion that intelligent driving is exclusive to luxury vehicles. This transformation is supported by quickly implemented vision systems and flexible computing platforms, with key suppliers like Bosch and ZF leading the charge.

Mega-fast charging technologies also took center stage, with flagship models such as the Zeekr 9X, XPeng Kunpeng Architecture, BYD Seal, and Li Auto i8 utilizing platforms exceeding 900V, enabling recharge times of under 15 minutes.

On the connectivity front, BMW announced the integration of DeepSeek AI in its vehicles for the Chinese market, enhancing the digital experience. The Vision Driving Experience prototype showcased advanced driving dynamics through a newly developed central computer.