Sales under pressure, Tesla seeks AI "breakthrough" in China: plans to introduce Doubao and DeepSeek large models

Facing the increasingly severe sales challenges and intense technological competition in the Chinese market, Tesla is planning to enhance the appeal of its products by introducing local AI technology.

According to the latest terms of service document released on Tesla's official website, the company plans to integrate an in-car voice assistant feature powered by DeepSeek and ByteDance's "Doubao" large model in the vehicles sold in China.

This move is crucial for Tesla. Data shows that in the first seven months of 2025, the shipment volume from Tesla's Shanghai factory experienced a year-on-year decline in six months, with July's deliveries down 8.4% year-on-year. By introducing an AI interaction experience that better aligns with Chinese user habits, Tesla aims to reverse the downturn and reignite consumer purchasing interest.

Although the plan has been disclosed through official documents, the specific implementation timeline remains unclear. According to reports, several interviewed Tesla owners stated they have not yet received notifications regarding the new terms of service. The latest "over-the-air" (OTA) update recorded in Tesla's official WeChat app was on August 18.

Localized AI support to tackle dual pressures of declining sales and market competition

According to the terms of service document, the new AI features will empower drivers with enhanced voice control capabilities. Users will be able to control navigation apps, in-car entertainment systems, adjust the interior temperature, and even receive news updates through voice commands.

In terms of technical division, voice commands will primarily be processed by ByteDance's "Doubao" model, while the AI interaction chat function will be handled by DeepSeek. The document indicates that both models are deployed on ByteDance's "Volcano Engine" cloud service. This move aims to provide a more localized experience for Chinese car owners, who are accustomed to feature-rich technological car cabins. Notably, BYD and Geely have also turned to models like DeepSeek to optimize their in-car user interactions.

Tesla's decision to introduce local AI models in China is closely related to its current operational challenges. The most direct pressure comes from the continuously declining sales data. In the first seven months of 2025, Tesla's Shanghai factory only achieved year-on-year growth in monthly shipments in one month, indicating that its growth engine in the Chinese market is facing challenges.

Foreign car manufacturers adapting to local customs is becoming a trend

Tesla's initiative is not an isolated case; it reflects a broader industry trend: to win the Chinese market, foreign automakers are increasingly collaborating with local technology companies. The uniqueness of the Chinese market and strict compliance requirements necessitate that multinational car companies adjust their globally unified technology strategies.

For example, BMW announced in March this year that it has deepened its partnership with Alibaba Group, planning to incorporate the latter's "Tongyi Qianwen" large language model into next-generation models specifically designed for the Chinese market