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Jul 30
Research Insight: German automakers shift strategy as AI powers next-gen cars

Global automakers are facing slower market growth, the rapid rise of Chinese carmakers, and sustained EV investment, with Volkswagen, BMW, and Mercedes-Benz under strain in recent years. While German automakers still lead the global auto industry, revenue and profitability have come under broad pressure over the past two years as competition shifts from volume growth to product value and operating efficiency.

Tesla CEO Elon Musk has denied a Wall Street Journal report on an internal plan within Tesla to prepare for a possible separation of its China operations. Despite his rebuttal, the report has still drawn attention to a wider transformation underway across the technology industry,

US transportation authorities have allowed Amazon's Zoox to operate commercially on a limited basis, making it the first paid robotaxi service approved in the country. This follows efforts by Trump administration officials to relax certain rules in an effort to encourage development in autonomous driving technology.

Automotive chip sales are improving across Europe and the US, but major suppliers say global carmakers and their suppliers are still buying largely for immediate needs. A fuller inventory rebuild — one that could affect prices and supply globally — has yet to begin, leaving the recovery more cautious than expected.

Taiwan and the US are deepening auto trade ties that could influence consumer choice, supply-chain resilience, and tariff policy beyond the island's borders. The latest comments from the American Institute in Taiwan come as Taiwan weighs lower car import duties, a move that could affect prices, jobs, tax revenue, and trade dynamics worldwide.

DIGITIMES Intelligence said its observations at the 2026 World Artificial Intelligence Conference (WAIC) show the automotive industry's transformation moving from software-defined vehicles (SDV) toward AI-defined vehicles (AIDV). This shows that physical AI is becoming the key driver of change as carmakers shift from adding functions to building full AI capabilities.
Global automakers are moving toward larger, more integrated cockpit displays as in-car screens become the main interface between drivers, passengers, and vehicles. According to Counterpoint Research, center stacks, rear-seat entertainment systems, and head-up displays are all expanding, while traditional sub-9-inch center displays continue to lose ground.

Taiwan will not move ahead for now with proposed passenger car tariff cuts, as the government weighs the risk of disrupting the domestic vehicle supply chain and related jobs. Finance Minister Chuang Tsui-yun said the policy cannot currently be implemented because the Taiwan-US agreement tied to US-made cars has been rendered invalid.

China's semiconductor self-reliance push has notched new gains, with Chinese AI giants expanding purchases of domestic AI chips and facing direct pressure from Beijing to use more local silicon, market sources say. Industry players say the trend toward chip substitution has been building for years, but whether it truly accelerates will depend on how strong the "chilling effect" becomes.

Xiaomi is preparing to unveil a new car technology platform on July 30, signaling a deeper move into the range-extended electric vehicle market. The launch is expected to spotlight not only two flagship SUVs, but also the company's supplier strategy, which could influence competition across China's fast-moving new-energy vehicle sector.

Joby Aviation said at the Farnborough International Airshow that it had reached a multi-year exclusive partnership with Virgin Atlantic to launch a UK air taxi service, and added that certification test flights for its S4 electric vertical takeoff and landing aircraft were moving ahead on schedule. The company said it is targeting its first commercial passenger flight by the end of 2026.

Japanese autonomous driving startup Tier IV listed on the Tokyo Stock Exchange on July 22 and said it planned to raise capital to expand its self-driving technology ecosystem. The offering came as the company sought to advance its goal of democratizing autonomous driving technology, even after a weaker-than-expected first-day trading debut.