German automotive giant BMW has announced plans to integrate advanced artificial intelligence developed by Chinese startup DeepSeek into its upcoming vehicle models for the Chinese market.

The announcement was made by BMW CEO Oliver Zipse during his address at the Shanghai Auto Show on Wednesday in a significant step toward deepening its technological footprint in China.

“Some of the most important advancements in artificial intelligence are taking place right here in China,” said Zipse during his keynote speech. “We are committed to strengthening our local partnerships in the AI space, and DeepSeek represents an exciting opportunity to enhance the driving experience through intelligent systems tailored specifically for Chinese consumers.”

According to Zipse, BMW will begin rolling out vehicles equipped with DeepSeek’s AI technology in China starting later this year. While he did not disclose specific models or technical details, industry analysts expect the AI integration to power a range of in-car features—from voice-activated assistants and predictive navigation to personalized infotainment systems and advanced driver assistance.

The collaboration with DeepSeek marks a strategic move for BMW as it continues to invest heavily in digital innovation and seeks to maintain a competitive edge in one of the world’s largest and most tech-forward auto markets. The company emphasized that local partnerships like this one are essential to meeting the rapidly evolving expectations of Chinese consumers, particularly when it comes to connected and intelligent mobility solutions.

BMW’s move also signals a broader trend among global automakers seeking to harness the expertise of Chinese tech firms in the AI sector, which has seen explosive growth and investment in recent years.

The partnership underscores BMW’s commitment to both technological advancement and localization in China, a market that remains central to the company’s global strategy.