China is one of the world's biggest car markets, and it's also highly competitive. In recent years, the nation has seen a slew of high-tech car start-ups with ambitions of disrupting the automotive industry. How will they do this? CGTN reporter Yang Chengxi spoke to one of them.

Most Chinese-made cars don't have a reputation for being cool or hip. But some say that's about to change. In recent years, new car brands in China are making electric vehicles that aim to rival Tesla. Enter, Byton. Launched in 2017, the company is trying to reshape what people think about.

One look inside, and you'll see what that means. With a 48-inch panel that promises smart controls, the car is designed as a high-tech space rather than a speed machine.

DANIEL KIRCHERT CEO, BYTON "This is neither a car nor a smartphone, but we bring the best of these worlds together. Even in a normal driving scenario, it generates some great experience. But if you think about autonomous scenario or semi autonomous scenario, that will be amazing."

Byton is going all out to differentiate. Experts say prioritizing electric and high-tech features is paramount for industry newcomers if they are going to win over the three key parties. One: the massive consumer base.

RAYMOND TSANG PARTNER, BAIN & COMPANY "It is always very challenging for a new player to come into a market when this is already highly competitive. In China, there are over 100 OEMs already playing the ICE card."

Number two, the investors. In an industry that requires a lot of cash and a long growth period, capital matters a lot. And it won't come easy if you're just another traditional car company. Finally, the authorities. In China, officials no longer release petrol or gas-fueled car OEM licenses. Instead, they are very supportive of new energy. For car start-ups, going electric is the best way to receive local government support like land.


DANIEL KIRCHERT CEO, BYTON "This is the best place currently in the world to do what we are doing and maybe in the way we are doing it, the speed we are doing it, maybe it's the only place."

But beneath the enthusiasm lies a reality check. Skeptics of these new car companies are quick to mention production speed and quality control. And many of these newcomers have no track record in mature industrial processes nor operation. After news of delivery delays and quality trouble in the industry, investors are cautious.

RAYMOND TSANG PARTNER, BAIN & COMPANY "There is still a lot of investment going into this sector, but obviously that has slowed down a bit in the last 12-18 months."

At the end of the day, experts say the true moment that Byton proves itself worthy of the hype, is when the cars are in customers hands and the wheels hit the ground.

YCX, CGTN, SHANGHAI.