On April 26, 2025, the first batch of 220 AiMOGA humanoid robots built by Chery Automobile and AiMOGA team were officially delivered and put into use in 4S stores in Malaysia, marking the official launch of its "three-step" strategy. This event not only means that Chery has taken a substantial step forward in the field of intelligent robots, but also indicates that the automotive industry is entering a new stage of intelligent services driven by artificial intelligence. Under the trend of comprehensive integration of manufacturing, interaction and business services, AiMOGA Robot is expected to reshape the user experience, operation mode and even the service logic of the entire automotive industry.
Pictured: Chery and the AiMOGA team completed the global delivery of the first batch of 220 humanoid robots on April 26
1. Technology precipitation and cross-border integration: the underlying support for the birth of the AiMOGA robot
As an important representative of China's independent automobile brands, Chery has accumulated strong technical strength in vehicle manufacturing, intelligent systems and vehicle-grade technology for a long time, providing a solid underlying support for the research and development of AiMOGA robots.
In the field of autonomous driving, Chery's self-developed ADAS system covers functions such as automatic emergency braking (AEB), lane keeping (LKA), and adaptive cruise control (ACC), and its core algorithm and perception fusion technology provides a transferable technical basis for dynamic obstacle avoidance and path planning of robots in complex indoor environments.
In terms of intelligent cockpit systems, Chery has achieved deep integration of voice recognition, natural language interaction, gesture control and multi-screen linkage. For example, the recognition accuracy of its voice system in a quiet environment has exceeded 95%, and through the deeply trained semantic understanding model, the AiMOGA robot can achieve natural communication with users. What's more noteworthy is that the CheryGPT large language model jointly created by Chery and the AI team integrates millions of automotive knowledge bases, sales dialogue materials and customer interaction cases, and has generative dialogue, knowledge Q&A and scene association capabilities, so that the AiMOGA robot can be qualified for high-frequency service roles such as sales consultants and customer reception in 4S stores.
At the sensing and execution level, the AiMOGA robot is equipped with a combination of high-performance 3D lidar (centimeter-level ranging accuracy), depth vision camera, 360° panoramic camera, ultrasonic radar and six-microphone array, supporting omnidirectional environmental perception, multi-person voice positioning, and human-computer interaction in complex scenes. In addition, it is equipped with a single-arm mechanical structure with 12 degrees of freedom, which not only ensures flexible action performance, but also provides executive support for multi-task collaboration in the future.
These high-reliability components from the automotive industry chain and the ability to collaborate with software and hardware make AiMOGA Robot one of the first service-oriented humanoid robots to realize productization among domestic car companies.
2. The initial implementation of intelligent services: application verification of 4S stores
The first "post" of AiMOGA robot in Malaysia's 4S store has become an important milestone for intelligent robots to enter the automotive retail service system. According to the data released by Chery International, in the first month after the robot was put into operation, the customer reception volume of relevant stores increased by 18% year-on-year, and the service satisfaction increased from 85% to 92%. This change fully shows that the introduction of intelligent robots not only does not weaken the traditional service experience, but significantly enhances the user's sense of participation and interaction.
In terms of specific functions, the AiMOGA robot can complete a number of standardized and semi-structured tasks:
- Welcome reception: Based on the visual + voice recognition system, the robot can recognize customers entering the store at the first time and greet them with voice. With a walking speed of 1m/s, it can cruise freely in the exhibition hall to ensure efficient customer guidance.
- Vehicle explanation: The product database can be called in real time to introduce vehicle configuration, power parameters, intelligent systems and other information to customers. For example, for a customer who asks about the fuel consumption of a certain model, the robot can combine the CLTC test data with the local road condition algorithm model to provide a reasonable fuel consumption range.
- Personalized recommendation: Based on the customer's budget, car scenario and preference, AiMOGA can automatically match the suitable model, and its recommendation accuracy has reached more than 80% according to the field test, which significantly shortens the user's car selection time.
- Circumambulation and dynamic demonstration: With the multi-DOF robotic arm and precision joint control system, AiMOGA can demonstrate specific functions of the vehicle, such as automatic door opening, trunk opening, seat adjustment, etc., to improve the customer perception experience.
From an operational point of view, robots also offer considerable cost benefits. Taking a 4S store in Malaysia as an example, after the robot-assisted service, the daily reception task is reduced from the original 4 people to 2-3 people, and the preliminary estimate can save about 15%-20% of labor costs per year.
More importantly, this human-machine collaborative service model has brought new "traffic" and "retention" to traditional 4S stores: the robot itself has high topicality and communication attributes, which helps stores gain more exposure on social platforms. Professional information service capabilities also enhance customers' trust and loyalty to the brand.
Picture: The humanoid robot "Moyin" developed by AiMOGA Robotics has been applied in Malaysian automobile 4S stores
3. "Three-step" strategy: build a blueprint for an intelligent service ecosystem
Chery's "three-step" strategy for the AiMOGA robot demonstrates its ambition to build a multi-scenario intelligent service ecosystem.
Step 1: Focus on the in-depth application of 4S stores
At present, AiMOGA has completed the pilot deployment in 4S stores in Malaysia, and plans to complete the replication and promotion in 500 stores around the world by the end of 2025. According to Chery's calculations, with the full entry of robots into the showroom system, the overall efficiency of automobile sales is expected to increase by 25%, and the customer churn rate will decrease by about 15%. This not only contributes to the globalization process of the brand, but also lays the foundation for the establishment of an intelligent, low-cost, and standardized service model.
Step 2: Expand to shopping malls and supermarkets and government service scenarios (expected in 2026)
In retail formats such as supermarkets, robots can act as shopping guides and product explainers, providing users with accurate product recommendations and promotional activities. In the government affairs hall scenario, the robot will assume auxiliary functions such as business consultation, process guidance, and electronic quotation marks. It is estimated that the labor cost of related scenarios can be reduced by 30%, and the service satisfaction can be increased to more than 95%.
Step 3: Towards Smart Home Services (Expected from 2028 onwards)
This is the most imaginative step. The AiMOGA robot will move from the B-end to the C-end and become an "intelligent partner" for family services and companionship. In the future, it can support functions such as home control, emotional companionship, simple housework, and telemedicine assistance. According to IDC data, the global home service robot market is expected to reach 180 billion yuan by 2030, with a compound annual growth rate of more than 25%. If AiMOGA successfully realizes product cost reduction and functional customization, it has strong potential competitiveness among mid-to-high-end family users.
4. The road ahead is not easy: three core challenges
Despite the clear strategic path, the AiMOGA robot still faces many practical challenges:
The technology is not yet fully mature
Although AiMOGA has strong semantic understanding and scene awareness capabilities, it still needs to rely on remote customer service or manual takeover when dealing with open problems (such as customers asking for non-standard car use). At the same time, its battery life of about 2 hours is difficult to meet the needs of long-term uninterrupted service, and in order to support all-weather service in future home scenarios, it is necessary to extend the battery life to 8-12 hours, and it is urgent to make technological breakthroughs in battery density and power consumption control.
Cost is still a bottleneck for mass adoption
According to industry estimates, the current cost of a single AiMOGA is between 300,000 and 400,000 yuan, which is mainly composed of high-precision sensors, mechanical structures and customized algorithm stacks. This price is manageable for commercial use, but it is still not universal in the home market. If it wants to enter the home user, its price needs to be compressed to the range of 10-150,000 yuan, and Chery still has room for improvement in batch manufacturing, standardized modules and bargaining power in the industrial chain.
Data privacy and security issues need to be strictly controlled
In the process of performing sales, consulting and home companion tasks, the AiMOGA robot will be exposed to a large number of users' sensitive information, including voice interaction content, preference records, behavior paths, etc. Once a data breach, there will be serious consequences. According to the China Information Security Evaluation Center, smart device data leakage incidents will increase by 23% year-on-year in 2024, and it will be the responsibility of enterprises to strengthen local encryption and establish hierarchical authority and risk control mechanisms.
5. Conclusion: The starting point of change and the possibility of evolution
As a cutting-edge explorer of Chinese car companies in the field of intelligent service robots, AiMOGA Robot is not only a commercial attempt of a single product, but an attempt to leap into the industrial paradigm.
Through the integration of its intelligent cockpit, ADAS, AI large model and robot execution structure, Chery has embarked on a new path of "car + robot" integration. This attempt not only improves the efficiency and customer experience of 4S stores, but also lays the foundation for more cross-border application scenarios. Its "three-step" strategy reflects Chery's forward-looking insight into the trend of industrial intelligence.
It is true that the product is still in its early stage and faces multiple challenges in technology, cost and security, but with the continuous evolution of artificial intelligence, robots, batteries and computing power, the intelligent service robot represented by AiMOGA will continue to approach the real "practical" and "popular".
In the next few years, with the improvement of the industry ecology and the diversification of user needs, the "car factory + robot" model is expected to become an important fulcrum for Chinese auto brands to go overseas, enhance service soft power and build a global intelligent image. Whether Chery can continue to lead on this track deserves the industry's continued attention.
