Car manufacturers showcased innovative features at the recent Shanghai auto show to cater to China’s demanding consumers. Among these, immersive entertainment systems, fragrance control, and mini kitchens are gaining popularity.
Chinese customers expect high levels of novelty and new technologies in their vehicles, says Li Xiang, a marketing expert at EV maker Nio. The company unveiled its ET9 crossover coupe featuring a “4D digital cockpit” that enhances the driving experience with features like massage seats and fragrance settings.
The Shanghai show saw over 100 models and concept vehicles on display, including an experimental “flying car” from Xpeng and an all-terrain luxury SUV by Rox Motor. The latter’s tailgate kitchen extension includes a refrigerator, water heating system, and facilities for making tea, coffee, and hot pot.
In-car fragrance settings are also trending, with Toyota’s Lexus brand introducing a bamboo scent feature in its ES model. Chinese consumers prioritize experiences that allow them to enjoy the outdoors while maintaining comfort, according to Rox Motor’s chief strategy officer, David Wu.
Source: https://www.reuters.com/business/autos-transportation/automakers-tout-cinematic-experiences-mini-kitchens-shanghai-auto-show-2025-04-25