Dreame plans to build a factory near Tesla, and its new car will make its debut at CES next year.

Is Dreame getting closer to entering the "luxury car" arena?

At the end of August, Dreame sent an all - staff letter officially announcing its plan to build ultra - luxury pure - electric vehicles "comparable to the Bugatti Veyron".

On September 10th, Yu Hao, the founder and CEO of Dreame Technology, posted three renderings of cars on his WeChat Moments. The accompanying text stated that the Dreame - Bugatti prototype car would make its debut and be exhibited at the CES in the United States. That is to say, the product officially announced in August will be unveiled at the CES in January next year.

Source: Screenshot from WeChat Moments

In fact, the upcoming prototype car is not the only big news for Dreame recently.

Before the release of the concept images, Dreame had already selected a location for its car factory in Germany. According to Times Finance, Dreame Auto will cooperate with BNP Paribas to build a factory in Germany, and the factory is located near Tesla's Gigafactory Berlin - Brandenburg.

Why did Dreame choose to build its car factory in Germany?

Ding Shaojiang, a senior industrial economic analyst and the founder of Ding Technology, believes that the main reason for Dreame to build its car factory in Germany is market positioning. "The Dreame product may be mainly targeted at overseas markets, or the global market. Therefore, setting up the factory in Germany is more conducive to the expansion of its global business."

The product positioning of Dreame "comparable to the Bugatti Veyron" is also one of the reasons for its choice to build a factory in Germany. In Ding Shaojiang's view, Germany is the birthplace of many high - end and even ultra - luxury car brands. "In addition, Germany has a solid foundation in the automotive industry, a dense concentration of automotive talents, and significant industrial chain advantages." he pointed out.

Dreame hopes to become a new player in the high - end intelligent electric vehicle market in China, but its specific domestic layout for car - making remains quite mysterious.

At the end of August when the news of Dreame's car - making was officially released, Times Finance visited two suspected car - making locations in Shanghai.

On August 28th, Dreame posted a job opening for an Autopilot Large - Model Algorithm Engineer on BOSS Zhipin (the position is now closed), and the office location was Building C, No. 888, Huanhu West Second Road, Lingang New Area, Shanghai.

However, after an on - site visit by Times Finance, no trace of Dreame was found.

"This is the enterprise service center in Lingang. If a company has no place to register, it will use this address." the security guard there told Times Finance.

Times Finance also went to another address in Lingang New Area marked as Dreame Technology (Shanghai) Co., Ltd., but still didn't find any factory labeled as Dreame. The security guard in the park also said that "there is no company named Dreame here".

In fact, as early as 2024, some media reported that Dreame Technology had launched a car - making project. Times Finance noticed that on the job - hunting platform Maimai, users started asking about Dreame's car - making plans as early as 2023.

Although it's still unclear how Dreame will promote its automotive business in China, relevant job positions are constantly being opened. Searching for "automobile" as a keyword on BOSS Zhipin, you will find many job openings, and the recruiters are active on the same day. The positions include Overseas Automotive Sales Manager, Automotive Styling Designer, Automotive Interior Chief Engineer, HRBP (Automotive Direction), Social Media Communication (Automotive/Mobile Direction), etc. The monthly salary ranges from 15,000 yuan upwards, with the highest reaching 60,000 yuan, and the work locations are spread across multiple places in China.

Source: Screenshot from BOSS Zhipin

Starting from cleaning appliances and now officially announcing plans to build cars, what is driving Dreame's "cross - border" move?

In Ding Shaojiang's view, Dreame's cross - border move into car - making is driven by both technological accumulation and market opportunities. In terms of market opportunities, there is a gap in the ultra - luxury electric vehicle market, and Dreame hopes to reshape its high - end brand image with "technological premium". In terms of technological accumulation, its core technologies such as high - speed digital motors and AI algorithms can be reused in automotive electric drive systems and intelligent cockpits.

Last October, Yu Hao reposted a media report discussing the similarities and differences between sweeping robots and automotive technologies and said, "In the era of artificial intelligence, the commonalities between a sweeping robot and a car are far more than they appear on the surface."

Source: Weibo

This article is from the WeChat official account "Times Finance APP" (ID: tf - app), author: Feng Liange, editor: Lin Mingming. It is published by 36Kr with authorization.