BMW has announced plans to integrate artificial intelligence (AI) technology developed by Chinese startup DeepSeek into its vehicles. The move is seen as part of the company’s efforts to enhance user experience tailored specifically to the Chinese market and to strengthen its localization strategy.
Oliver Zipse, Chairman of the BMW Group, emphasized that AI is a key area for future collaboration and a perfect example of how BMW is building regional foundations, reaffirming the strategic importance of the Chinese market.
The first models to feature DeepSeek’s AI will be the BMW 5 Series Long Wheelbase, the BMW i5, and the newly introduced BMW X3 Long Wheelbase. All of these vehicles are built on BMW’s latest software platform, OS 9.0, which supports DeepSeek’s AI capabilities.
BMW also revealed that starting in 2026, DeepSeek AI will come standard in the Neue Klasse models—its next-generation EV platform to be produced locally in China.
This announcement reflects BMW’s aggressive localization strategy aimed at strengthening competitiveness in the Chinese automotive market. As software becomes a central battleground for the auto industry, BMW’s collaboration with local AI providers highlights its intent to offer a differentiated user experience.
The integration of DeepSeek technology also underscores a broader trend among global automakers of crafting China-specific strategies with increasing precision.
The automotive industry is rapidly transitioning toward Software Defined Vehicles (SDVs), where software and AI tailored to local market characteristics are emerging as key competitive differentiators.
In particular, China’s rapidly developing tech ecosystem is making it increasingly difficult for global firms to compete using external technologies alone. BMW’s partnership with a local AI startup like DeepSeek is a strategic response to this new reality.
Other brands are following similar paths. Mercedes-Benz recently added voice recognition and navigation features developed in collaboration with Baidu to its China-specific next-generation MBUX infotainment system. Audi, meanwhile, has created a dedicated digital service platform tailored specifically for the Chinese market.
These localization efforts go beyond offering optional features for Chinese consumers—they are part of a broader movement toward full localization across production, sales, and service in China. Going forward, the ability of global automakers like BMW to rapidly absorb local technologies and deliver differentiated product experiences will be a critical factor in maintaining competitiveness.
