Chinese Automakers Look to Livestreaming to Shake Stuffy Image

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A Xiaomi Corp. SU7 electric vehicle during the Beijing Auto Show in Beijing, China, on April 25: Bloomberg

(Bloomberg) — Competition in China’s cutthroat car market is pushing even senior legacy auto executives to take up livestreaming to promote sales.

The jeans-and-jacket-wearing electric vehicle (EV) startup bosses have increasingly been joined in recent months by seasoned employees from legacy carmakers, including some middle-aged shirt-and-tie types from conservative state-owned auto giants.

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