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Chinese Automaker Xpeng Pivots to “Physical AI” Strategy Amid Intensifying Competition

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Chinese electric vehicle maker Xpeng said it aims to reposition itself as a “physical AI” company rather than a traditional carmaker, as it prepares to launch street trials of robotaxis and begin mass production of humanoid robots, reflecting a broader shift in the auto industry toward artificial intelligence.

Speaking at an event in Guangzhou on Thursday, founder and Chief Executive He Xiaopeng said deep integration of AI — including Xpeng’s in-house “Turing” AI chip — would help the company stand out in China’s fiercely competitive auto market. Xpeng is one of China’s top-selling EV startups and a technology partner of Volkswagen.

“Xpeng definitely does not want to become a car company that simply sells hardware cheaply,” He said. “We want to become a global technology company, a company with strong differentiation.”

The strategy mirrors efforts by Tesla, led by Elon Musk, which has expanded into robotaxis and humanoid robots as AI adoption accelerates worldwide. Highlighting the growing focus on physical AI, Arm Holdings told Reuters this week it had reorganized to create a dedicated physical AI unit targeting robotics.

Other Chinese automakers are pursuing similar paths. Li Auto announced an AI-focused repositioning in 2023, with founder Li Xiang saying the company invests more than 6 billion yuan ($859 million) annually in AI models, computing power and infrastructure.

Xpeng’s push into AI comes as China’s auto sector — the world’s largest — remains locked in a prolonged price war that has pressured margins. At the Guangzhou event, He unveiled four updated vehicle models, highlighting new software-driven features such as 3D navigation, advanced hazard alerts beyond the driver’s line of sight, and upgraded autonomous driving systems.

He said Xpeng is continuing to hire aggressively and invest in autonomous driving and humanoid robotics built around its proprietary AI capabilities. The company plans to begin mass production of humanoid robots in the second half of 2026 and will start street trials of robotaxis “very soon.”

Xpeng reported a net loss of 380 million yuan in the third quarter. He has previously said he expects the company to break even by the end of 2025.

‘China Inside’: Chinese EV Tech Becomes Backbone of Global Auto Design

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In 2021, Audi executives were stunned when they saw the Zeekr 001, a long-range Chinese EV with sleek European styling. The moment marked a turning point: if global carmakers wanted to stay competitive, they would need to adopt Chinese EV technology.

Fast-Track to Market

To speed its lineup, Audi partnered with SAIC to build the Audi E5 Sportback in just 18 months, using Chinese batteries, powertrains, software, and driver-assist systems. The $33,000 EV begins deliveries in China this month.

Audi is not alone:

  • Toyota is co-developing EVs with GAC.

  • Volkswagen is working with Xpeng on China-dedicated models.

  • Renault and Ford are exploring building global models on Chinese EV platforms.

This marks a shift where Western automakers license Chinese EV intellectual property — saving billions of dollars and years of R&D — while Chinese companies earn revenue abroad amid a fierce price war and trade tensions at home.

‘China Inside’ Strategy

The approach echoes Intel’s 1990s “Intel Inside” branding, but for EVs. Chinese firms package EV platforms — batteries, chassis, and software — for ready-to-build models, even for low-volume players.

  • Leapmotor is licensing technology to Stellantis.

  • Renault’s Dacia Spring was built on a Dongfeng platform.

  • CATL has licensed battery tech to Ford and is expanding its Bedrock EV chassis in Europe.

  • Abu Dhabi’s CYVN Holdings used Nio’s chassis and software to build its own EV, even while leveraging the McLaren brand it acquired.

Why Legacy Automakers Need China

Traditional brands often struggle with slow development cycles. Chinese EV makers, inspired by Tesla, built modular platforms that cut costs, speed updates, and lower barriers to entry. “They are quick learners from Tesla,” said former CATL executive Forest Tu.

Analysts argue that leveraging China’s rapid innovation allows Western firms to leapfrog the EV curve. “You get a much more quality-proof product in the market in a shorter timeframe,” said Oliver Wyman’s Marco Santino.

Risks of Dependency

But some warn of over-reliance. Former Aston Martin CEO Andy Palmer cautioned: “In the long-term you’re screwed because you’re just a retailer.” Analysts say global brands must blend Chinese technology with their own to preserve brand differentiation.

The Big Picture

As automakers from Europe to the Middle East adopt “China Inside” EVs, Chinese firms gain global influence. The question is whether this win-win model will remain sustainable — or whether traditional automakers risk trading independence for speed.

Tesla Collaborates with Baidu to Improve Assisted Driving in China

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Tesla is working with Baidu, a Chinese tech giant, to enhance the performance of its advanced driving assistance system (ADAS) in China, according to two sources familiar with the matter. This collaboration follows criticism from customers over a recent update to Tesla’s Full Self-Driving (FSD) Version 13 software, which failed to meet expectations.

Baidu has sent a team of engineers from its mapping division to Tesla’s Beijing office to improve the integration of Baidu’s navigation maps with Tesla’s FSD V13. The goal is to refine the system’s understanding of Chinese roads, including lane markings and traffic light signals, making it more accurate and up-to-date. The exact number of engineers or the financial terms of the collaboration were not disclosed.

This partnership comes as Tesla faces challenges with data and regulatory restrictions imposed by both Beijing and Washington, hindering its ability to bring its full Autopilot and FSD systems to its second-largest market. Unlike in the U.S., where Tesla trains its AI with data from its own fleet, it cannot do so in China due to local data laws. This has led to increasing pressure from competitors like BYD and Xpeng, which offer similar technology without charging extra fees.

The updated software, released in February, aimed to add urban navigation features but faced backlash for not delivering the promised full FSD functionality in China. Tesla’s FSD V13 had not been sufficiently trained to navigate Chinese streets, causing drivers to encounter frequent traffic violations such as incorrect lane changes and running red lights.

The partnership with Baidu, a dominant map provider in China, aims to resolve these issues by improving the mapping capabilities and providing more accurate navigation data. Tesla has been relying on Baidu for mapping services since 2020.

This collaboration comes as Tesla’s market share in China declined for the first time last year, dropping from 11.7% to 10.4% in 2024, according to recent data. Meanwhile, local competitors have been pushing sales more aggressively. In the U.S. and Europe, Tesla has faced a slowdown in demand, putting further pressure on its performance in China.

Despite the regulatory challenges and competition, Tesla remains focused on rolling out full FSD technology in China this year. However, it remains unclear how soon the collaboration with Baidu will lead to a resolution of the system’s issues.