BMW will reportedly start integrating artificial intelligence from Chinese startup DeepSeek in its new models sold in China later this year. Company CEO Oliver Zipse shared the news at the Shanghai auto show on Wednesday.
According to Zipse, key advances in the AI sector are already being observed, which makes it the best time for BMW to strengthen AI partnerships for integration in its vehicles in China.
Deepseek integration is expected later this year
Zipse says the AI integration of DeepSeek’s capabilities into its Chinese vehicles will start later this year, with hopes that it will enhance in-car intelligence without compromising user experience.
This could lead to the provision of even better features like voice assistants, predictive infotainment systems, smart driving features, or driver support, but for now, its specific applications have not been unveiled.
Aside from the extra perks the collaboration will afford BMW cars, this move is also a way for the German automaker to catch up with domestic electric vehicle brands in China, like Beely and Zeekr, who have adopted DeepSeek’s AI for similar purposes.
DeepSeek extends dominance of local Chinese AI scene
Since DeepSeek’s launch, many Chinese companies, including automakers and appliance firms, have rushed to incorporate the homegrown artificial intelligence model into their products and services.
BMW’s latest collaboration, which will enable them to do the same thing, is an attempt to stay relevant and keep its market share in China, but sentiments towards the news on X are mixed.
News commenter Mario Nawfal shared his thoughts on the Reuters report.
🇨🇳BMW TO INSTALL CHINESE AI IN CARS – WHAT COULD GO WRONG?!
BMW says it’s putting AI from Chinese startup DeepSeek into new cars in China.
Because when you think “luxury German engineering,” you obviously think “AI with government oversight vibes.”
CEO Oliver Zipse calls it a… https://t.co/KPwxwCqezr pic.twitter.com/1Bwu3syGDn
— Mario Nawfal (@MarioNawfal) April 23, 2025
“What could go wrong?” He asked in his post. “Because when you think ‘luxury German engineering,’ you obviously think ‘AI with government oversight vibes.’”
He mentioned how CEO Oliver Zipse calls it a “key advance” before adding, “Sure if the goal is to turn your Beemer into a state-sponsored chatbot on wheels. Next up: optional mood surveillance and turn-by-turn directions to the nearest firewall.”
He recalled another post from five days ago where he called DeepSeek “China’s AI spyware with a friendly interface.”
Comments under the post also saw netizens, especially those from the US, criticized BMW for allegedly putting the “CCP in its dashboard” or getting a “Chinese upgrade.”
Integrating DeepSeek will no doubt help BMW’s sales in China, but it may backfire in America, where DeepSeek is regarded with suspicion.
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