2OurCollaborationThisin-depthobservationreportwasjointlyinitiatedandpresentedbyCOE@OMG(CenterOfExcellence,OmnicomMediaGroupChina)andOmnicom’screativeagency–TBWA.OmnicomMediaGroupandTBWA,asthemediaagencyandcreativeagencyunderOmnicomGrouprespectively,haveaprofoundpassionforandextensiveexperienceinautomotivemarketingandcommunication.Havingestablishedenduringpartnershipswithtop-tierautomotivebrands,wecontinuouslydriveinnovationinthissector.The2025ShanghaiInternationalAutomotiveExhibition,apinnacleindustryevent,showcasestransformativemarkettrendsandtechnologicaladvancements.Byaligningoureffortsthroughthiscollaboration,weseektodeliverstrategicforesightthatshapesthefutureofautomotivemarketing.UniqueStrengthsOurcollaborationtapsintothecombinedstrengthsofbothentitiesinthemarketingfield,leveragingtalents,dataanalysis,methodologies,andanalyticalinsightstoachieveresourcesharingandbreakthroughcapabilitybarriers.Thedeepintegrationofourexpertiseinmediamarketing,creativity,andconsumerinsightshasignitednewinspiration.Focusingonmarketingstrategiesandconsumerdiscussionsduringtheautoshow,weofferafreshperspectivecomparedtotraditionalindustryandtechnology-centeredanalyses.Ourapproach,frommacrotomicro,fillsagapinmarketresearchanddeliversactionablestrategiesforautomotivemarketing.The21stShanghaiInternationalAutomobileIndustryExhibition(AlsoknownastheAutoShanghai2025)?Theme:EmbracingInnovation,EmpoweringtheFuture?Scale:Nearly1,000enterprisesfrom26countriesandregions,withatotalexhibitionareaof360,000squaremeters(thelargestintheevent'shistory)?Dates:April23-May2,2025(PressDays:April23–24|TradeDays:April25–26|PublicDays:April27–May2)?Venue:NationalExhibitionandConventionCenter,Shanghai4P5P11P11P37P375Theeventattractedglobalexhibitors,boostedoverseasengagement,drivingworldwideacceptanceofChina'sautostandardsandtheimportanceoftheChinamarket.GlobalDebutVehicles163Vehicles(2023ShanghaiAutoShow:93vehicles,anincreaseof70vehicles)NumberofParticipatingCountries26Countries(2023ShanghaiAutoShow:20Countries,anincreaseof6Countries)NumberofoverseasvisitorattendeesVisitorsfrom97countries/regions:63,000internationalvisitors(Highestoverseasattendanceineventhistory）Withtheobjectiveofcomprehensivelyleadingnewenergytechnology,thetotalnumberofnewenergyvehiclemodelsexhibitedandlaunchedat2025ShanghaiAutoShowhasincreasedcomparedtothepreviousevent.Over70%NEVExhibits(Doubledfrom36%at2023ShanghaiAutoShow)Theautoshowfuelledthecitythroughcross-industrypartnershipsandfreshformats—itsexclusivevouchersturnedvisitorsintobuyers,linkingtheeventdirectlytolocalspending.NumberofVisitors(2023ShanghaiAutoShow:906,000visitors,anincreaseof11%)millionStimulatedConsumptionSecondaryconsumptionexceeded1（afterredeeming1（afterredeeming"autoshow-exclusivevouchers."）?Policiesandindustryself-regulationareguidingpromotionalpracticesforintelligentdrivingbacktorationality,withsafetyemergingasthecornerstoneofautomakercomplianceandusertrust.Aheadoftheautoshow,theChina’sMinistryofIndustryandInformationTechnology(MIIT)mandatedthatautomakersrefrainfromexaggeratingorfalselypromotingintelligentdrivingcapabilities,whiletheChinaAssociationofAutomobileManufacturers(CAAM)issuedguidelinesrequiringstandardisednomenclatureforsuchfeaturesinaccordancewithindustrystandards.?At2025AutoShanghai,brandselevatedsafetytoacorephilosophyinvehiclemanufacturingandpromotionalstrategies.Safetytechnologieshavebecomeoneofthekeyentrypointsforbrandstobuilddifferentiatedcompetitiveness.Somemanufacturershavefurtherproposedvaluepropositionssuchas"safetyistheultimateluxury,"extendingtheconceptofpremiumautomotiveexperiences.ΓZEEKR009INTEGRATEDDIE-CASTINGC-RINGSEAT」78?Thede?nitionofcarshasevolvedbeyond"transportationtools."Chinaisleveraging"intelligentmanufacturingterminals"asastrategicpivottopropelitsautomotiveindustryintoahigherdimensionofecosystemintegrationandglobalization.?Autoshowshavetransformedfrommereplatformsforvehicledisplaysintomultidimensionaltechprovingground,acceleratingtheindustry’sshifttowardintelligent,connected,andecosystem-drivenexpansion.?Forthe?rsttime,theautoshowoverlappedwiththeInternationalWorkers’Day,strategicallyaligningtheautomotiveindustrywithcultureandtourismtoforgenewconsumptiongrowthpoints.?Aspartofthe“FIRSTinShanghai"andthe“ShanghaiSummer”(localshoppingfestivalsinSH),theeventamplifiedamultipliereffectbetweenexhibitions,holidays,andspending.Itattractedvisitorsto"explorecutting-edgemobilitybyday,experienceShanghai’svibrancybynight,"whilecitydistrictslaunchedintegratedcampaignsblendingculture,tourism,retail,andsports.9?Chinanowde?nestechandmarketrules,transitioningfrom"follower"to"rule-maker."JointventuresarefeedingglobalmarketswithChina-developedinnovations,whileleadingforeignautomakersrapidlyshiftR&Ddecision-makingtoChina.Theindustryisundergoingaqualitativeleap—frommanufacturingexportstoexportingtechnicalstandards.?Chinaalsosteersconsumptiontrends,redefiningcarsfrom"transporttools"to"lifestyledefiners."Policyframeworksnowprioritiseuser-centricdesign,replacingspecwarswithexperience-drivenupgrades.Vehiclesandtheirecosystemsnowpermeatemultidimensionallifestylescenarios,fromsmartmobilityhubstopersonalisedtechplaygrounds.During2025AutoShanghai,brandshavemovedbeyondnon-technicalgimmicks,prioritizingtechnologicalinnovation,safety,andperformancetomeetconsumerdemands—reflectingtheindustry'sshifttowardsubstantivecompetitiveness.ΓAUDIPPE」132During2025AutoShanghai,exhibitorshaveabandonedrelianceonfoundercelebritypersonas,models,orsensationalisttactics—signalinganindustry-widemarketingfocusshiftfromchasingfleetingattentiontoconfidentlydemonstratingautomotiveandtechnologicalsubstance.Figure1XiaomiAlthoughCEOLeiJunwasabsent,Xiaomi'sboothmaintainedstrongcrowdsdrawntotheSU7andSU7Ultra.Themodelscaptivatedvisitorsthroughproductstrengthanddesignaesthetics,becomingprimephotospots.Figure2NIOCEOWilliamLiadoptedanewapproach,shiftingfromtechnicaljargontoactingasamultilingual"starambassador,"introducingNIO'sET9inEnglishtoglobaldignitaries.WesawNIOET9dancingtomusic,andthisshowcasedNIO'scutting-edgechassiscontroltechnology.Figure3360Founder'sTourZhouHongyi,founderof360,abandonedhisusualflamboyanceforlow-keyengagement.WhilehisdiscussionwithXpeng’sCEOHeXiaopengabouttheIRONhumanoidrobotdrewattention,theirdialoguefocusedrigorouslyonAIadvancements,reflectingastrategicpivottowardtechnicalsubstanc123Exhibitorsat2025AutoShanghaiavoidedexaggeratedclaimsinpromotingtechnologybyrevisingnamingconventions,allowingtheircapabilitiestospeakforthemselves.Figure1BYDLaunchedthe‘AdvancedIntelligentDriving-GodsEye’inFebruary2025;atthisautoshow,thesystemwaspromotedunderthenewname‘God’sEyeAssistanceSystem.'bFigure2HuaweiInthepromotionalvideofortheAITOM9,jointlydevelopedbyHuaweiandSeres,'IntelligentDriving'hasbeenrenamed'IntelligentAssistedDriving.'Figure3BoschIntroducedanewassisteddrivingbrand,‘BoschNavigation&AutomatedDriving,'comprisingthreeproductlines—Basic,Upgraded,andPremium—clearlydelineatingtechnologytiers.Simultaneously,othertechnologyexhibitorshavealsoimplementedsimilaradjustments:?HorizonRobotics:Renamedthe'AdvancedIntelligentDriving'systemtothe'UrbanAssistedDrivingSystem'Furthermore,DEEPROUTE.AICEOZhouGuangpubliclyemphasizedtheR&Dphilosophyof'SafetyoverScale,'reflectingtheindustry'sshifttowardsmorepreciseandauthenticcommunicationintechnologicalareassuchasintelligentdriving.1.PolicyRegulatesSmartDrivingPromotionTocurbhypeandfalseclaimsatautoshows,China’sMinistryofIndustryandInformationTechnology(MIIT)announcednewrulesonApril16.Carmakersmustclearlyexplainsystemlimitsandsafetymeasures,avoidexaggeratedads,andprioritizequalitycontroltoboostsmartcarsafety.2.2.SafetyFirst:BuyersGetSavvierSafetyremainsconsumers'toppriorityincarpurchasing.Asurveyofinternetusersaged18-59whopurchasedcarswithinthepastthreeyearsorplantobuywithinthenextyearrevealedthat90%checkandcompareautomotivesafetyratingsandtestresultsbeforepurchasing.DATASOURCE:MINTEL‘CARMARKETINGANDRETAILING-CHINAD2025’3.3.Tech-savvyBuyersFuelNewMarketingOpportunities,TechnologyBecomesAFocalPointAsdriverslearnmoreaboutEVsandsmarttech,they’reaskingsmarterquestions?notjustnoddingalong.Ayearof?ashytechrevealsandupgradeshasturnedbuyersintoengagedcritics,givingcarbrandsfreshchancestobragabouttheirinnovations.4.Intensi?edmarketcompetitionrequiresautomotivebrandstodifferentiatethroughtechnologyanduniquevehicleconceptsWithcarbrandsbattlingharderthanever,thecompetitionisn’tjustaboutpricetagsanymore.Companiesnow?extheirtechmusclesanduniqueengineeringphilosophiestostandoutinacrowdedmarket.ΓNVIDIADRIVEAGXTHOR」Host"TechOpenDays"or"TechExperienceCamps"toturncomplextechintotangible,interactiveexperiences.Letconsumers,media,andin?uencerstest-drivecoreinnovationslikesmartdrivingaidsorcockpitsystems?rsthand.Setupdemozoneswithexpertsexplainingfeaturesthroughlivedemosandside-by-sidecomparisons,makingtechadvantagesinstantlyclear.Collaboratewithcreatorstocraftbite-sizedexplainersthatdecodetechbreakthroughsandbrandphilosophy.Userelatablestoriesordemostoshowcasehowinnovations(e.g.,batteryef?ciency,autonomousdriving)translateintoreal-worldbene?ts,turning"techjargon"intoconsumerexcitement.ΓAUDIPPE」16LeadingtechsupplierslikeCATL,Bosch,andHuaweiarereinventingtheirplaybooks–pivotingfrombehind-the-scenesB2Bpartnershipstofrontlineconsumerengagement.ΓCATL’SCELLTOCHASSIS」2143TraditionalB2BtechsupplierslikeBosch,CATL,Horizon,andHuaweisteppedintotheconsumerspotlightforthefirsttimeas"technologyprotagonists,"shiftingtheindustrymodelfrom"automaker-led"to"sharedauthorityintechnologicalinfluence."Figure1ExhibitionScale-Up2025AutoShanghai’ssupplychainexhibitorsjumpedfrom12in2023to23(92%growth),whileitsdedicatedautotech&supplychainzoneexpandedfrom30,000sqmto100,000sqm(233%expansion).2025AutoShanghaifeatureda"ChinaChipExhibitionArea,"withboththeexhibitionspaceandthenumberofparticipatingexhibitorsreachinganall-timehighinthehistoryoftheevent.Figure2Bosch’sboothmadeahigh-profiledebut,staffedwithprofessionalengineerstoexplainitstechnologies.Interactiveexperienceslikeadvanceddriver-assistancesystemdemos,motioncontrol,VRsimulations,andamassivenaked-eye3Dscreendirectlyconveyedthebrand’stechnologicalprowesstoconsumers.Figure3Intel,afirst-timeautoshowparticipantasachipmaker,showcaseditscomprehensivesmartvehiclesolutions,allowingvisitorstoimmersethemselvesin"in-car"experiences.Figure4CATL’sboothfeaturedanengagingeducationaldisplaytitled"TheBirthofaBatteryCell,"highlightingtheperformanceofitssecond-generationShenXingSuperfastChargingBatterytodeepenconsumerunderstandingofitstechnicalcapabilities. 1.TechSuppliersFightforIndustryIn?uenceAsthenewenergyvehicle(NEV)sectormatures,battery,motor,andautonomousdrivingtechhavebecomethecorebattlegroundforautomakers.Suppliersmustengageindeepconversationswithconsumerstoturntheirtechnicalstrengthsintorecognisablebrandadvantages.Thiscreatesa"reverselock-in"effectwithautomakers,boostingsuppliers’negotiatingpower,stabilisingB2Bpartnerships,andsecuringtheirroleintheindustrychain.2.AdaptingtoShiftsinConsumerDecision-MakingToday’scarbuyers—especiallythoseconsideringNEVs—careincreasinglyaboutbatterytechandbrandreputation,makingthesefactorscriticaltopurchasingchoices.Bylaunchingdirect-to-consumer(D2C)campaigns,supplierscancommunicateproductbene?ts,shapebuyerpreferences,andamplifytheirin?uenceatthedecision-makingtable.ΓHUAWEIADS4.0」EvenB2Bcompaniesintheautoindustryshouldprioritizedirectcommunicationwithconsumers.De?neaclearbrandpositioningandvalueproposition—likeCATLemphasizinghigh-performance,safebatteriesorBoschshowcasingautomotivetechexpertiseandinnovation.Highlighttechnicalstrengthsandreliabilitytocarveauniquebrandimageinconsumers’minds.TakeinspirationfromCATL’ssportsmarketingmoves.Partnerwithwell-knownbrandsinnon-automotive?elds(e.g.,sportsevents,culturalactivities,techexpos).Suchcollaborationsnotonlyboostbrandrecognitionbutalsoleveragepartners’reputationsandresourcestoamplifybrands'in?uence.ΓCATL’sCelltoChassis」20During2025AutoShanghai,globalautomakersshowcasedtheirChinacommitmentthroughthreestrategicmoves:featuringlocally-developedmodelsresponsivetoconsumerneeds,deepeninglocalsupplychainpartnerships,andacceleratingsmart-electrificationalignedwithmarkettrends.Thislocalisationapproachdemonstratesprecisemarketunderstandingandcomprehensiveproduct-serviceupgrades.21354Figure1SAIC-AudidebutedtheA5LSportback,itsfirstfuel-poweredmodelequippedwithHuawei’sintelligentdrivingsystem.Figure2Bosch,meanwhile,showcaseddualtechnicalroadmapsforbrakingsystems,flexiblyadaptingtoChina’sfragmentedmarketdemands.Figure3Toyota’sbooththeme,”立全球，更中國”(whichmeans“Globalinreach,Chineseinessence”),underscoredChina’spivotalroleinitsglobalstrategy.Figure4AudicollaboratedwithSAICtolaunchanewbrand,AUDI,specificallytailoredfortheChinesemarket.Thefirstmass-producedvehicle,theAudiE5Sportback,madeitsdebutatthisyear'sShanghaiAutoShow.Figure5SAICVolkswagenintroducedtheID.ERASUV,aspaciousfull-sizeextended-rangeSUV,meetingthedifferenttechnologicalrequirementsofChinesecustomers.2019-20242019-2024ElectricpassengervehiclepenetrationinChinaRetailVolume：%201996%4%202094%6%202185%15%202274%26%202366%34%202454%46%NOTE:"ELECTRICVEHICLES"INCLUDEBEV,PHEV,REEV,FCEV1.CounteringIndigenousCompetitorsChina’sautomarketisfullofcompetition,withlocalbrandslikeBYD,NIO,andXPengrapidlyrisingintheNEVandsmarttechsectors.Theirdeepunderstandingoflocalpreferencesandagileproductlauncheshavesecuredsigni?cantmarketshare.Formultinationalautomakers,"localisation"isbothadefenceagainstmarketerosionandastrategicpushtocaptureemergingopportunities.(REFERTOTHETABLEOFDATAONTHERIGHT)2019-2024AutoOEMmarketshare2019-2024AutoOEMmarketshareinChinabybrandoriginRetailVolume：%2.TailoringProductstoChina’sUniqueMobilityScenariosChineseconsumersfacedistinctchallenges:traf?ccongestion,scarceparking,long-distancetraveldemands,anddiversevehicleusage.InordertowintheChinesemarket,automakersmustdeeplycustomisedesigns—optimisingseats,boostingbatterycapacity,expandingcabinspace,andadding?exiblelayoutsormulti-functionalinterfaces—toenhancepracticalityacrossscenarios.201967%33%201967%33%202068%32%202161%39%202257%43%202351%49%202442%58%NOTE:‘MNCBRANDS’INCLUDEJVBRANDSANDIMPORTEDMNCBRANDS3.NavigatingChina’sFast-ChangingConsumerLandscapeMultinationalbrandsmustfullyimmerseinChina’sdynamicmarket,decodingconsumers’evolvingappetiteforsmart,connected,andelectrictech,alongsidesky-highexpectationsforqualityandservice.Stayingrelevantmeansmatchinglocalinnovationspeedwhiledeliveringgloballytrustedstandards.DivedeepintoChina’sculturalDNA—weavetraditionalfestivals(e.g.,ChineseNewYear,Mid-AutumnFestival),myths,andregionalheritageintobrandstorytellingandproductcampaigns.Sparkingculturalpridewhileshowcasingyourbrand’s"localsoul."Launchanonlineplatformwhereconsumersdirectlydesigncars.Hostphasedcrowdsourcingcampaignsforideason"exteriorstyling"or"smartfeatures.”Letconsumersvoteondesigns,andrewardtopcontributorswithrewardsorearlyaccesstonewmodels.IntegratewinningconceptsintoR&D,andinviteconsumerstoco-designfeatures,namevehicles,oreventweakpost-salesservices.Thisturnsbuyersintoloyal"brandarchitects,"ignitingbuzzandfosteringavibrantinnovationecosystem.MediaplatformslikeBiliBiliandREDemergedasautoexhibitioninnovators,drivingautomotivemarketing'stransitionfromtraditionalexposuretointeractiveengagementandsalesconversion.Byaggregatingcarenthusiastcommunities,leveragingcontentecosystems,anddeployingprecisionstrategies,theseplatformsevolvedintointegratedautomotivebusinesshubsthroughrefinedoperationsandclosed-loopcommerce,redefiningnext-genmarketingstandards.ΓBILIBILIAUTOSHOWBOOTH」1Figure1BilibiliFusedtheplatform’ssignatureanimeculturewithautomotivedesign,displayingvibrant“Itasha"(anime-themedcars)andcreator-modifiedvehiclestodrawGenZcrowds.Figure2REDRebrandeditsspaceas’不止看車，更看生活’(whichmeans:It'snotjustaboutthecars,it'saboutthelifestyle),shiftingfocusfromvehiclesastoolstolifestyleextensions.Itcreatedthe“RCCRoadUtopia”zone,wherevisitorssnappedoutdoor-themedphotosandsoakedinimmersiveroadtripvibes,celebratingcarculture’sblendwithadventure.2 1.YoungerConsumers,NewDecision-MakingPlaybookAscarbuyersskewyounger,theirhabitsareshiftingfast.Theydon’tonlyrelyontraditionaladsordealershipvisits—GenZandmillennialsnowhuntforcarspecs,reviews,andtechdeepdivesonsocialandvideoplatformslikeBiliBiliandRED.Thesemediaplatforms,withtheirendlessstreamofuser-generatedcontent,helpsparkquickinterestandignitepurchasedecisions.That’swhyplatformslikethesearen’tjustbystandersatautoshows—they’renowkeyplayersshapinghowbrandsconnectwithyouth.2.2.RicherAutomotiveContentEcosystemandEnhancedTargetedMarketingonMediaPlatformsSocialandvideoplatformshaveevolvedintocar-culturehubs,hostingeverythingfromnerdyengineeringbreakdownstoraw"ownerdiaries."Forautomakers,thisrichecosystemisagoldenchanceto?exbrandstoriesandinnovationsinwaysthatfeelauthenticandrelatabletoyoungaudiences.Comparedtotraditionalads,theseplatformsletbrandsspeakthelanguageofmemes,unboxingvideos,andreal-usertestimonials—tacticsthathitharderwithGenZ.NowonderBiliBiliandREDarebecomingcarmarketingpowerhouses,withbrandsteaminguptoco-createfresh,buzz-worthycampaigns.ΓBILIBILIBOOTH」Deployadiversecontentmatrixacrosssocialandvideoplatformstoengageaudiences.Gobeyondcorespecslikeperformancebyshowcasingcarsinreal-lifescenariossuchasroadtrips,familyoutings,oroutdooradventures.Utilizerelatablestoriestodemonstratehowcarscanenrichdailylifeandcreateanemotionalconnectionwiththeaudience.Collaboratewithhigh-qualitycontentcreatorsandKeyOpinionLeaders(KOLs)acrossvarious?eldstojointlyexplorediversecreativeperspectives.Throughin-depthcollaborationwithcreatorsatalllevels,thebrandcanconstructacomprehensiveandmulti-layerednarrativenetwork.Thisnetworkvividlyshowcasestheuniqueadvantagesofthevehiclesfromdifferentdimensions,providingconsumerswitharichandthree-dimensionalbrandexperience,therebyenhancingbrandin?uenceandmarketcompetitiveness.ΓBILIBILIAUTOSHOWBOOTH」」28During2025AutoShanghai,heritage-richbrandslikePorscheandAudishowcasedtheirculturallegacyandtechnologicalprowess.Porschecreatedabrandmuseumexhibitingiconicemotionalresonancemodels.Audipresentedheritagemodels,suchastheA8LHorchFounder'sEdition,alongwithcutting-edgeautonomousdrivingandelectrificationtechnologies,balancingtraditionandprogress.ΓPORSCHEBOOTH」Figure1Porscherecreateditsmuseummagicattheshow,displayingiconicmodelslikethelegendary"PinkPig"racecar(1971LeManswinner)andthe911GT1.Thebold"IRREPLACEABLE"sloganhangingoverheaddoubledasbothabrandmanifestoandanodtoitscult-likefanbase.1Figure21Auditookvisitorsonatime-traveljourneythroughtheevolutionofitsquattroall-wheel-drivetechnology—from1980srallydominancetotoday’selectricera.2Figure32MINIprovednostalgiasells.Itshippedtheactual1967MonteCarloRally-winningvintageCooperStoShanghai,revivingtheunderdogspiritof"smallcar,bigvictories."TheretrovibesetthestageforitsfullJCW(JohnCooperWorks)performancelineupdebut—blendingheritagewithhorsepower.3301.ShowcasingCultural1.ShowcasingCulturalLegacytoHighlightBrandRarityAbrand’sdeep-rootedcultureandhistoryamplifyitsuniquenessinacrowdedmarket.Ascarsincreasinglysharesimilartechspecsandhardware,heritagebecomesakeydifferentiator—transformingproductsintosymbolsofvaluesbeyondfunctionality.Thisculturaledgehelpsbrandsstandoutandfuelslong-termin?uenceandbusinesssuccess.2.2.EvokeNostalgiatoBuildTrustModerncarbuyerscraveemotionalresonance,notjusttransportation.Brandswithrichheritagecanevokenostalgiabyrevisitingiconicdesigns,vintagecampaigns,ormilestoneinnovations(e.g.,replayingclassicadsorrestoringheritagemodels).Thistapsintoconsumers’longingforauthenticity,turningbrandhistoryintoatrust-buildingsuperpowerthatfostersloyaltyandasenseofbelonging.70%Chineseconsumerslikeproductsthatremindthemofthepast ΓBMW1500」Mineyourbrand’shistorytoextractsignaturedesignelementsandweavethemintoeverydaylifethroughcollabswithhigh-frequencylifestylebrands.Thisconstantvisual“nudging”turnsbrandsymbolsintoculturalshorthand,deepeningemotionalties.Transformthebrand'shistoryandtechnologicalmilestonesintoimmersiveexperiences,suchasrecreatingclassicscenes,orconveyingthebran