Post by Roland Berger

During the Beijing Auto Show, our Partner Ron Zheng was interviewed by Autohome Inc to share perspectives on how AI reshapes automotive industry competition, product experience and supply chain ecosystem. Here are some key points: The Rising Emphasis on AI among Automakers With hardware differentiation in batteries, motors and E/E systems rapidly diminishing, industry competition has decisively shifted toward intelligence. As a foundational enabler across products, operations and brand positioning, AI has become an inevitable strategic and messaging focal point for all major OEMs. AI’s Most Tangible Industry Impact While intelligent driving remains a key application, AI’s true value extends far beyond that single domain. It elevates in-cabin interactive experiences and streamlines end-to-end value chains spanning R&D, manufacturing, sales and lifecycle operations, delivering holistic productivity gains for the automotive sector. The Next Frontier: Cabin AI Agents In-cabin AI agents will stand out as a definitive next-phase development trajectory. By unlocking more intuitive, contextual human-vehicle interaction, they will emerge as a decisive lever to refine user experience and sustain differentiated product positioning. AI as A Defining Industrial Barrier AI capability will increasingly serve as a moat that stratifies industry competitiveness. It will further reinforce the technological, data and scale advantages of top-tier incumbents, accelerating market polarization and consolidating leading players’ long-term dominance. Supply Chain Reshaping & Industrial Restructuring Driven by the AI wave, algorithm and semiconductor specialists are emerging as critical new industry participants, redefining the Tier 0.5 competitive ecosystem. This ongoing shift will redistribute supply chain influence, accelerate industrial boundary integration, and usher in a new round of structural market reshuffling. Curious about what’s next for China’s automotive industry? 👉 Dive into the full interview for exclusive insights and future trends: https://lnkd.in/emeD87kB #RolandBerger