Great Wall Motor and Zeekr from China showcase innovative technology at CES 2025.

      A Zeekr 009 multi-purpose vehicle is showcased outside the event venue during CES 2025 in Las Vegas, which commenced on Wednesday, January 8, 2025. Credit: Geely/Zeekr

      China’s Great Wall Motor and Zeekr are presenting their latest vehicles equipped with assisted driving technologies and AI-driven digital cockpit software at this year's Consumer Electronics Show in Las Vegas, identifying themselves as global AI tech companies rather than merely car manufacturers. A WEY 07 sports utility vehicle is exhibited at the Great Wall Motor booth during CES 2025 in Las Vegas, which began on Wednesday, January 8, 2025. Credit: Great Wall Motor

      Why it matters: The exhibitions of new technologies by Great Wall Motor, a partner of BMW in China, and Zeekr, a New York-listed electric vehicle manufacturer, are notable moves among Chinese automakers, reflecting their ambition to establish themselves as technology leaders in the global automotive sector. Having collaborated closely with NVIDIA for years, the two companies are working on automated driving systems powered by the US chipmaker’s next-generation centralized car computer, “Thor.” Many of their models also utilize “cockpit” chips from Qualcomm to facilitate information and entertainment features.

      NVIDIA CEO Jensen Huang announced on Monday that the company has begun full production of Thor, which will be capable of processing data from various sensors, including cameras, radar, and lidar, while also predicting the future trajectory for self-driving vehicles. Each DRIVE AGX Thor could deliver 1,000 TOPs of performance.

      Zeekr’s intelligent driving domain controller, featuring NVIDIA DRIVE AGX Thor. Credit: Geely/Zeekr

      Details: CES 2025 saw the introduction of what Zeekr proclaimed as the world’s first intelligent driving domain controller based on NVIDIA’s DRIVE AGX Thor computing platform created by an original equipment manufacturer (OEM). This autonomous driving controller enables Zeekr’s in-car system to analyze data gathered from up to 14 high-definition cameras observing traffic conditions, significantly enhancing the vehicle’s sensing abilities. The first model utilizing Thor, a hybrid sports utility vehicle, will be launched later this year.

      Zeekr, a subsidiary of Geely, plans to start exporting its 7X crossovers in the coming months, marking its first model featuring an 800-voltage charging architecture set to be made available to international customers. The company stated that over 1,000 ultra-fast chargers will be operational for Zeekr buyers in countries such as Thailand, Australia, and Brazil by the year’s end.

      This year marks Great Wall Motor’s first appearance at CES with its flagship WEY 07 SUV, which is powered by NVIDIA’s current-generation semiconductor, Orin, and includes an advanced driver assistance system (ADAS) for various driving situations, including expressways and urban streets.

      The automaker, located in Baoding, northern China, sold over 32,000 Blue Mountain SUVs, the Chinese variant of the WEY 07, at an initial price of RMB 299,800 ($49,893), within just four months following its August launch. Additionally, it invested in Deeproute.ai, a Chinese self-driving car startup, last year.

      Nicole Wu, chief technology officer of Great Wall Motor, mentioned that the company is developing an AI agent with spatial intelligence that integrates three-dimensional sensing data, processes human language such as voice commands, and smoothly and efficiently executes driving commands like braking and steering. Nicole Wu, CTO of Great Wall Motor, spoke during a media session at CES 2025 in Las Vegas, which began on Wednesday, January 8, 2025. Credit: Great Wall Motor

      Context: More than 1,300 Chinese firms presented their latest innovations at this year’s largest consumer electronics trade show, accounting for about 30% of all exhibitors. However, many employees from these companies reportedly encountered US visa denials despite having received invitations to attend.

      Jill Shen is a technology reporter based in Shanghai. She reports on Chinese mobility, autonomous vehicles, and electric cars. Connect with her via email: [email protected] or Twitter: @jill_shen_sh