More than a dozen major auto makers in China have integrated artificial intelligence (AI) startup DeepSeek’s popular large language model (LLM) into their own systems, shifting the focus of competition from autonomous driving to intelligent onboard experiences. On February 6, just two weeks after the startup shocked Silicon Valley with its V3 release, Geely said it has started to use DeepSeek technology to train its own large language models, which involve vehicle control and proactive in-car interaction. Geely said this will significantly improve the vehicle’s ability to learn and adapt to individual driver and passenger preferences, creating an experience that is both intuitive and highly personalized. A day later, Dongfeng Motor’s premium arm Voyah said it had embedded the system as well. Its Courage and Dream are the first production models to feature DeepSeek technology.
More carmakers rushed to partner with the startup. By now, at least 20 auto companies said they have integrated or plan to integrate DeepSeek technology. The majority of them are local Chinese companies, with the rare exception of big joint ventures including FAW-Volkswagen and SAIC GM. With the automotive industry on the cusp of a technological revolution, industry analysts predict that the smart cabin, equipped with AI-powered systems like DeepSeek, will be the next major growth area for automakers.
Long before the arrival of DeepSeek, which was established in 2023, Chinese carmakers had started to work on smart cabin functions, harnessing machine learning and natural language processing to offer human-vehicle interaction. Currently, China leads the market with a 44% share in the global digital cockpit market, according to statistics from MarketsandMarkets. The business intelligence company predicts vehicles equipped with a digital cockpit will account for 93% of all new vehicles sold in China in 2030, up from 68% in 2023. The fast adoption of digital cockpits shows that the industry would like to improve the in-car experience in a new era where cars not only drive themselves but “think” for their passengers. McKinsey analysts said these high-tech cockpits – designed to provide personalized experiences for every occupant – are expected to become the focal point of vehicle innovation as autonomous driving takes hold. The AI systems learn from a driver’s habits, adjusting everything from seat position and air conditioning to entertainment preferences. Perhaps most notably, it also recognizes passenger emotions through subtle cues, such as facial expressions and voice tone, adjusting settings to optimize comfort and safety.
SenseAuto, a subsidiary of AI software provider SenseTime, gave a glimpse into its latest smart cabin solution, called A New Member for You, in late 2024. “It’s no longer just about having a car that drives well,” said Li Jie, a Shanghai-based auto analyst. “Now it’s about creating an environment that enhances your quality of life, whether you’re commuting, working, or relaxing,” the China Daily reports.
