The recent appearance of William Li of Nio and He Xiaopeng of Xpeng on CCTV’s flagship program, 'Dialogue,' marks a symbolic milestone for the global automotive industry. Eleven years after their first joint appearance, and four years after a famous viral photo labeled them the 'three brothers in hardship,' the landscape has shifted fundamentally. No longer are they mere outsiders knocking on the door; they are now the protagonists of an industry that has forced global titans like Mercedes-Benz and BMW to recalibrate their entire global strategies around the Chinese market.
While the camaraderie remains, the 'bitterness' of the industry has evolved from a struggle for survival into an grueling race for dominance. The executives described a market so competitive that it has given rise to the phrase 'consuming the chairman,' referring to the extreme personal marketing efforts required of founders. From Li’s 14-hour livestreams and brake tests to He’s foray into makeup and flying car demonstrations, the role of a Chinese EV CEO has morphed into part-technologist, part-influencer, and part-stuntman in a bid to stay relevant in a crowded field.
This shift is further reflected in the changing attitudes of legacy European manufacturers. Leaders from Mercedes-Benz and BMW joined the discussion via video link, emphasizing a new 'In China, for the World' philosophy. This represents a historic reversal of the traditional automotive hierarchy. Instead of exporting technology to China, these century-old firms are now deepening their R&D footprints within the country to harvest innovations in smart cabins and autonomous driving for their global portfolios.
Strategic divisions are also becoming clearer as the market matures. Nio remains a staunch defender of the pure electric vision, with William Li aiming to transform his company into an 'AI-native organization' where every management process is optimized by artificial intelligence. Conversely, Xpeng’s He Xiaopeng has signaled a more pragmatic approach, acknowledging that hybrid and extended-range vehicles may have a 20-year lifespan, particularly in international markets where charging infrastructure lags and electricity costs remain high.
Despite the growth, true success remains elusive. He Xiaopeng noted that the industry will only be truly 'sweet' when the top domestic players achieve annual profits exceeding 50 billion RMB. Until then, the relentless cycle of launching over 150 new models at events like the Beijing Auto Show underscores a market that is still in a state of hyper-competition. The transition from a 'blue ocean' of opportunity to a 'red ocean' of price wars and AI-driven efficiency defines the current era of Chinese automobility.