The car refrigerator, once a niche accessory for premium vehicles, is rapidly gaining traction in China, driven by changing consumer behaviors, the rise of outdoor recreation, and the booming NEV market.
The auto industry faces its iPhone moment – function converges, design originality fades. Xiaomi’s gamble highlights the tension: when does “smart iteration” cross into creative bankruptcy?
This quiet revolution in vehicle customization represents a fundamental shift in China’s automotive landscape, where personalization has evolved from an underground hobby to a legitimate industry projected to reach RMB 160 billion (USD 22.3 billion) by 2025, according to the 2023 China Automotive Customization and Modification Industry White Paper.
Retail: In May 2025, China’s passenger vehicle retail sales reached 1.932 million units, up 13.3% YoY and 10.1% MoM. Cumulative retail sales from January to May totaled 8.811 million units, a 9.1% YoY increase.
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