The Shanghai auto show has kicked off, showcasing the latest innovations in the Chinese auto market. With the market being the largest and most electrified in the world, car manufacturers are going all out to impress potential customers with unique features and gadgets. The show has seen the unveiling of over 100 models and concept vehicles, with a focus on immersive entertainment, luxury, and convenience.
One of the standout features is the “4D digital cockpit” of Nio’s ET9 crossover coupe, which costs around $107,000. The car’s interior moves and shakes in sync with action on the screen when watching movies or playing games, creating a multisensory experience. The ET9 also comes with massage seats and fragrance settings, which are becoming increasingly popular in Chinese cars.
In-car fragrance settings are a common feature in several models, including Toyota’s Lexus brand, which offers a bamboo scent in its new ES model. The Japanese marque’s China general manager described the experience as being “in the depths of a bamboo forest on the outskirts of Kyoto” with each breath.
However, the most unusual feature on display is the in-car kitchen of the Rox 01, an all-terrain luxury SUV. The kitchen extension, which costs around $700, comes with a refrigerator, a system for heating water in just three seconds, and facilities for making tea, coffee, and hot pot. According to Rox’s chief strategy officer, the feature is designed to cater to the growing trend of outdoor pursuits in China, where consumers want to experience the great outdoors without compromising comfort.
The Shanghai auto show reflects the intense competition in the Chinese market, where car manufacturers are engaged in a brutal price war. With the trade spat with the US and electric vehicle tariffs in Europe, the focus is on the domestic market, where gadgets and unique features are major selling points. As one marketing expert noted, Chinese customers are expecting a high level of novelty and new technologies, and car manufacturers are responding by launching new products at a faster pace than legacy brands.