BBA Unite for Survival: Partner with Huawei and CATL to Counter EV Disruptors

Top-tier livestreamers once famous as the "Porsche Triplets" have collectively switched to becoming the "Zunjie Triplets," now promoting Huawei's ADS 4.0 intelligent driving system—a move reflecting the dramatic reshuffling of the luxury car market. Recently, the Porsche Center in Zhengzhou’s Zhongyuan district collapsed amid financial turmoil, leaving nearly 200 owners demanding redress and highlighting the mounting challenges facing traditional ultra-luxury brands. Although BBA (Mercedes-Benz, BMW, and Audi) still dominates the premium segment above RMB 400,000—occupying 8 of the top 15 best-selling models from January to November 2025—they are increasingly besieged by new domestic EV makers and shifting consumer preferences. To break through this impasse, BBA is accelerating its localization strategy in China: Audi has partnered with Huawei to develop intelligent-driving vehicles, while BMW and Mercedes-Benz have teamed up with CATL and Momenta, respectively, to advance their electric and autonomous driving technologies. Going forward, the critical challenge for BBA will be redefining “luxury” while preserving their brand exclusivity—a balancing act that could determine their survival in China’s rapidly evolving automotive landscape.