New energy competition heats up

Startup automakers focus on experience, lifestyle branding strategies to lure younger drivers

Auto entrepreneurs descended on Shanghai last week for the biennial motor show, bringing an array of electric and connected vehicles that they hope will tap the constant growth opportunities in the Chinese market.

While premium new energy vehicle models were banking on the tradeshow to attract attention, vibrant Chinese startups are picking out their varied paths to capture the imagination of younger customers who heavily rely on the internet.