Deepal, the electric-vehicle brand backed by Changan, has released a teaser image for a new smart cockpit product, hinting at a physical AI assistant for its cars. The poster, published on September 18 via the brand's official social media, shows a square-shaped device and carries the slogan "AI has warmth, travel understands you better," according to PCauto.
The teaser text reads: "Greeted when you sit down, responsive as you travel, accompanying every commute, making the cabin less monotonous and cold. A new product is coming soon! Can you guess what it is? Coming Soon, stay tuned." Industry observers speculate the square object could be a standalone in-car AI hardware terminal designed to deliver more emotionally engaging cabin interactions.
Rivals move fast on cockpit AI
The timing of Deepal's teaser coincides with a flurry of activity in China's in-car AI assistant segment. A day before Deepal's announcement, ByteDance's Volcano Engine launched "Doubao Cockpit Assistant," which lets users control their car remotely via the Doubao app, check vehicle status, and push trip details from conversations to the car's infotainment system. Doubao will appear as a resident avatar inside the cabin.
Zeekr, meanwhile, has put its Eva robot on sale at 799 yuan (about $113). The device is compatible with several Zeekr models including the 001, 8X, 9X, and 7X, and features active tracking, intelligent steering, four-way directional control, and sound-source detection that lets it follow the speaker for lifelike interaction.
Nio was an early mover in this space, launching NOMI, the world's first mass-produced in-car AI interaction system, back in 2017. NOMI lives in a rotating circular screen on the dashboard and offers voice control, emotional facial expressions, and multimodal interaction.
What the device could mean
Deepal has not revealed specifications, pricing, or a launch date for its upcoming product. The teaser suggests the device will focus on emotional companionship rather than pure utility, a positioning that aligns with a broader trend among Chinese automakers to make cabins feel more personal and responsive.
The move also reflects intensifying competition in China's EV market, where software and cabin experiences have become key differentiators alongside driving range and charging speed. As BEV (battery-electric) sales growth slows, automakers are leaning on features like AI assistants to attract buyers and justify premium pricing.
Deepal currently sells models including the G318 SUV and the S05, and has been expanding its lineup with new entries such as the L06 and S09. The brand has not said which vehicles the AI device will support, or whether it will be offered as an option or standard equipment.
