Hyperdrive
Chinese Automakers Look to Livestreaming to Shake Stuffy Image
- Heated competition pushing CEOs into live broadcasting arena
- Real-time feedback could help refine products even faster
A Xiaomi Corp. SU7 electric vehicle during the Beijing Auto Show in Beijing, China, on April 25.
Photographer: Qilai Shen/BloombergThis article is for subscribers only.
Competition in China’s cutthroat car market is pushing even legacy automakers’ senior executives to take up livestreaming to stoke sales.
Jeans-and-jacket-wearing bosses of electric-vehicle startups have increasingly been joined in recent months by seasoned staff of established carmakers, including some middle-aged shirt-and-tie types from conservative state-owned auto giants.