Auto Execs Go Off-Script: Musk and Li Xiang Pivot to New Narratives

In 2025, the global automotive industry is witnessing an intensifying price war and a dramatic reshuffling of market dynamics, with the title of "sales champion" no longer secure as new players rapidly rise. Faced with fierce competition, some automakers have chosen to confront rivals head-on, while others are taking a different path—shifting their focus beyond vehicles to craft compelling narratives in adjacent sectors. From Tesla’s Elon Musk to Li Auto’s Li Xiang, an increasing number of automotive CEOs are venturing into cross-sector businesses such as AI, energy, and robotics, aiming to redefine their companies’ value through diversified storytelling. This trend of “straying from core business” is emerging as a new strategy for automakers to navigate intense market saturation.