BMW will reportedly integrate artificial intelligence from the Chinese startup DeepSeek into its new models sold in China later this year. The announcement was made by CEO Oliver Zipse at the Shanghai Auto Show on Wednesday.
Zipse explained that advancements in AI technology make now the ideal time for BMW to enhance its partnerships and integrate AI into its vehicles in China. The integration of DeepSeek’s capabilities will begin later this year, with the goal of improving in-car intelligence while maintaining a smooth user experience.
The AI features could include enhanced voice assistants, predictive infotainment systems, smart driving capabilities, and driver support. However, BMW has not yet disclosed the specific applications for this AI integration.
In addition to boosting its vehicle features, this move is seen as a way for BMW to compete with domestic Chinese electric vehicle brands like Beely and Zeekr, which have already adopted DeepSeek’s AI for similar functions.
DeepSeek’s influence on China’s AI market has been growing rapidly since its launch. Many Chinese companies, including automakers and appliance firms, have incorporated the AI into their products and services. BMW’s decision to adopt DeepSeek aims to maintain its market presence in China, but the announcement has sparked mixed reactions online.
One commentator, Mario Nawfal, expressed skepticism on X (formerly Twitter), questioning the decision by saying, “What could go wrong?” He remarked that “luxury German engineering” doesn’t typically bring to mind “AI with government oversight vibes.” Nawfal also humorously suggested that BMW’s cars might soon include “optional mood surveillance” and “turn-by-turn directions to the nearest firewall.”
Other commenters, particularly from the US, criticized the move, with some accusing BMW of adding “CCP in its dashboard” or giving its cars a “Chinese upgrade.” While the DeepSeek integration is likely to boost BMW’s sales in China, it may have unintended consequences in markets like the U.S., where DeepSeek is viewed with suspicion.
