The robot vacuum cleaner giant is also venturing into car manufacturing

After Xiaomi, there are new entrants in the automotive circle.

On August 28, ZhiMi Technology, known for its smart cleaning and drones, officially announced its entry into the automotive industry. Its first product will be positioned as a super luxury pure electric vehicle, directly competing with the Bugatti Veyron, and is planned to be officially unveiled in 2027.

ZhiMi Technology's entry does not choose the already "red ocean" of the mainstream electric vehicle market but directly targets the super luxury pure electric sector.

According to ZhiMi, currently, global super luxury car brands such as Bugatti and Bentley have obvious advantages in traditional mechanical performance and brand heritage, but their pace in electrification and intelligent transformation is relatively lagging. In contrast, electric pioneers represented by Tesla focus more on technological inclusivity and the mass market, without truly venturing into the super luxury segment. Chinese car companies going abroad are also mainly focused on mid-range cost-effective models and have yet to establish globally recognized super luxury electric brands.

It is evident that ZhiMi aims to fill the gap in the current market for products that combine "extreme luxury + intelligent technology" and attempts to leverage its technological accumulation in high-speed motors, AI perception, and human-computer interaction to create electric products that offer extreme performance, intelligent experience, and luxurious quality, achieving differentiated competition.

ZhiMi is not starting from scratch in car manufacturing. As of May 2025, the company has cumulatively applied for 6,379 patents globally, with 3,155 patents authorized, covering multiple key technology areas such as sensor fusion, motor control, and voice interaction. In particular, its core technological accumulation in high-speed digital motors, AI algorithms, and robotic sensing and control provides a certain foundation for technological migration towards automotive electric drive systems, intelligent cockpits, and autonomous driving.

It is reported that ZhiMi positions its first product as an "AI intelligent terminal with vitality and growth potential," emphasizing that the vehicle will have the ability to continuously learn and evolve. This concept aligns with the current development trend of smart cars but also places extremely high demands on the system's stability and reliability.

In terms of team building, ZhiMi Automotive has assembled a car manufacturing team of nearly a thousand people that continues to expand, covering various aspects such as R&D, manufacturing, and quality control. The team includes core R&D personnel from the original smart hardware business and senior experts from the traditional vehicle manufacturing sector, forming an organizational structure driven by both "intelligence + manufacturing." This combination is conducive to the rapid migration of intelligent technology while ensuring the professionalism and maturity of vehicle manufacturing.

Like many newcomers to the automotive industry, ZhiMi stated that it will actively rely on the mature new energy vehicle industry ecosystem and establish deep collaborative partnerships with leading suppliers in key areas such as batteries, electric drives, and intelligent driving. This model can reduce initial investment risks and accelerate product implementation, but it also places higher demands on the company's supply chain management and quality control capabilities.

In ZhiMi's view, its global channel resources may be a significant advantage in entering the automotive industry. Currently, ZhiMi's business covers more than 100 countries and regions worldwide, with over 6,000 offline stores, serving more than 30 million households, and membership exceeding 11 million This vast global network and user base provide potential channels and customer resources for Aito's overseas promotion.

However, the leap from smart cleaning products to ultra-luxury cars is not an easy task. Ultra-luxury car consumers not only focus on product performance but also value brand history, cultural heritage, and social recognition. Aito needs to construct a completely new brand narrative and value proposition to gain recognition in this market that places a high emphasis on branding.

Aito has clearly stated that it will "continue to invest long-term in the automotive field," demonstrating its strategic determination. However, it must also be noted that the ultra-luxury electric vehicle market itself is limited in scale, with extremely high R&D costs, and users have very stringent requirements for brand history, craftsmanship quality, and social recognition. Even traditional luxury brands face significant losses and uncertainty in market acceptance during their electrification transformation.

Whether Aito can quickly establish brand recognition, achieve scalable delivery, and control costs in a limited market will be key to its survival.

Aito's foray into car manufacturing is a typical representation of Chinese technology companies breaking through in cross-industry ventures. If Aito can launch truly competitive products by 2027 and successfully penetrate the international ultra-luxury market, it will mark an important breakthrough in the history of China's automotive industry.

As the new energy vehicle industry enters a phase of elimination, Aito's entry at this time undoubtedly raises questions within the industry. Whether it ultimately becomes a "disruptor" or a "risk-taker" will require time and the market to provide answers