This year’s Shanghai Auto Show can be described as one of the most eye-catching exhibitions in the world this year. The ten-day event attracted more than 900,000 domestic and international visitors. Such a large number of attendees is not only because this exhibition is the first A-level exhibition after COVID-19 but also because the audience wanted to witness the latest Chinese and international cars as well as technologies destined for the Chinese market firsthand.

As enthusiasts of automotive technology and trends, part of the Influence Matters team got to attend the event and to assist some of our clients in their media activities, telling their technology and product stories to the Chinese audience.

Here is a short recap of what we saw.

Electrification and intelligence will continue to lead the development of China’s automotive technology.

Our biggest impression was the “high-tech” atmosphere. Especially with regards to China’s domestic new energy vehicles, as they are continuously reshaping the perception of domestic brands and providing a refreshing experience for the audience.

A total of 150+ new cars were released at this exhibition, with new energy vehicles accounting for two-thirds of them. Major automakers brought new cars and new technologies to the show, pushing towards electrification and intelligence from multiple dimensions. Here are some of the most important technologies and trends we saw:

• Intelligent cabins are undergoing a new revolution. Heads-up displays (HUD), multi-screen or integrated center consoles, seats with multiple electric adjustments, and air suspensions are being widely adopted, intensifying competition in the future.

• Advanced Driver Assistance Systems (ADAS) have become the main battleground for intelligentization in the automotive industry. Automakers are focusing on practical applications, and the development of L2-3 level intelligent driving solutions is accelerating.

• Urban Navigation on Autopilot (NOA) is moving towards large-scale production and deployment, with a shift away from heavy reliance on high-definition maps becoming a major direction.

• The 800V high-voltage platform has arrived. The “charge for five minutes, drive for a hundred kilometers” 800V high-voltage technology has been applied in cars, and in the future, the 800V high-voltage platform may become one of the distinguishing features between high-end electric vehicles and ordinary electric vehicles.

The Rise of Local Chinese Brands and The Chinese Market Drive Global Technology Development

Chinese automotive companies have shattered the impression of “cheap and inferior” they once gave people and have become the driving force behind the rapid development of the entire automotive supply chain through technology-driven innovation. We soft sounded some of the media covering automotive trends about it and identified two important viewpoints:

• China’s new energy vehicle development is progressing at an extremely fast pace, making efforts to enter the high-end market. In this exhibition, domestic brands led by BYD attracted significant attention, shedding their previous “low-end” label and officially moving towards independent high-end brands.

1. China Business News: “2023 Shanghai International Auto Show: Domestic Brands Enter the High-end Market, Intelligent Driving Becomes a New Focus”
2. Autos World: “2023 Shanghai Auto Show: Chinese Power Moves to the Center Stage of the Global Automotive Industry”
3. First Finance (Video): “Exploring the 2023 Shanghai Auto Show: How Do Domestic New Energy Brands Move Towards the High-end Market?”

• China is driving global car manufacturers to accelerate their intelligence and electrification. Prior to this auto show, many global automotive executives came to China, openly expressing the importance of the Chinese market and announcing their respective electrification products and strategies.

1. Securities Times: “Multinational Car Executives Gather at the 2023 Shanghai Auto Show: ‘Half of the Board of Directors Came!'”
2. Titanium Media: “BBA Executives Seek Inspiration from New Forces | A Close Look at the 2023 Shanghai Auto Show”
3. Forbes China: “Overseas Car Company Executives Flock to the Shanghai Auto Show: Optimistic about China’s New Energy Vehicle Market”

Telling brand stories to Chinese audiences.

Our client, the leading 4D digital imaging radar technology company Uhnder, participated in the Shanghai Auto Show this time. We successfully assisted Uhnder’s CEO, Manju Hegde, in conducting a media interview during the show. Uhnder and its partner jointly participated in the exhibition, showcasing their collaborative product – FusionRide 4D mmWave radar Galileo series – at their partner’s booth. As a result, we suggested that Uhnder conduct media interviews during the show to introduce its brand story to Chinese audiences. Since Uhnder’s CEO, Manju Hegde, had not previously been interviewed by Chinese media, this exchange became his first domestic media interview. Furthermore, due to Manju’s strong technical background, we selected the automotive industry-oriented self-media “CheDongXi” as the media partner for this collaboration, allowing Uhnder to introduce its cutting-edge technology with great market potential to Chinese automotive professionals and technical experts.

The interview article started with recent market discussions about 4D digital radar, deeply analyzing its market value and future potential, comparing it with other radar technologies, and reflecting its advantages and application directions. Through the introduction of Uhnder’s technology, we revealed Uhnder’s unique advantages and its CEO’s latest insights on the Chinese market to the audience. This in-depth article has been published on multiple channels, including CheDongXi’s website, WeChat, and Baidu Baijiahao, and has received over 10,000 reads so far, greatly enhancing Uhnder’s visibility.

For B2B companies, industry exhibitions undoubtedly provide the best opportunity to gather target audiences. Therefore, through face-to-face communication with visitors at the booth and technical presentations at industry forums, companies can convey their technological and product advantages to the audience. At the same time, utilizing third-party platforms such as media, self-media, and Key Opinion Leaders (KOLs) to tell brand stories can fully leverage the exhibition’s topics and maximize the impact of participation.

As one of the largest auto shows in the world, the Shanghai Auto Show is an ideal platform for international automotive technology brands to engage with Chinese automakers and industry engineers. Reach out to the Influence Matters team, to learn about the best communication opportunities for your company in China, and learn about our PR and Marketing services and experience in the automotive tech industry.

Contact us: https://influencematters.asia/contact/