Dreame Technology CEO Yu Hao issued a tough internal statement: Compete with Li Auto in the automotive sector and aim for a "tripartite division of the market" with Huawei and Xiaomi in the mobile phone market.
Recently, Dreame Technology has been very active, especially in the field of car manufacturing. It announced that its first ultra-luxury pure-electric vehicle will be benchmarked against the Bugatti Veyron and is planned to be unveiled in 2027.
The "BUG" column learned from informed sources that:
1. Inside Dreame, a weekly vote on car styling proposals has been held, and it has reached the 38th week so far. This shows that Dreame's refinement of the car's appearance can be traced back to the end of 2024 at the earliest.
2. Yu Hao, the founder and CEO of Dreame Technology, is obsessed with car manufacturing. Currently, the internal automotive business is divided into two brands for operation - Dreame Auto and Xingkong Auto. The former mainly focuses on models benchmarked against Bugatti, internally named "Dreame - Bugatti", with both electric and extended - range versions. The latter is a subsidiary incubated by Dreame through investment, mainly targeting models like the Rolls - Royce Cullinan and Bentley. Yu Hao values the models benchmarked against Bentley. Currently, 4 configurations have been planned, and insiders say directly that "it can completely compete with Li Auto, and can outperform models from Li L9 to Li L8, Li L7, and Li L6".
3. Yu Hao also said in an internal speech, "We have left behind Ecovacs, Yunjing, Roborock, etc. From now on, they are not in the same league as Dreame." "In the mobile phone market, Dreame, Huawei, and Xiaomi will divide the world in the future."...
Regarding the above news, the "BUG" column inquired Dreame Technology, but as of the time of publication, there has been no response.
Car Manufacturing:
"Learn configuration from Xiaomi and completely compete with Li Auto"
Informed sources revealed that in terms of team building, Dreame Auto has assembled a cross - industry talent team covering R & D, manufacturing, and quality control. Team members include core R & D personnel from the original intelligent hardware business, and experts from the traditional vehicle manufacturing field have also been introduced.
Meanwhile, on BOSS Zhipin, Dreame has fully opened up various positions including sales, regulations, and engineers, which indirectly confirms Dreame's seriousness about car manufacturing. Last week, Dreame Auto officially announced the completion of its first - round financing, setting the fastest financing record for new car - making companies in China.
According to people involved in the project, in the current 38 rounds of proposals, each styling proposal includes not only prototype cars benchmarked against Bugatti but also those against the Cullinan and Bentley. The product matrix is taking shape initially. Yu Hao requires that the models of this brand should be designed and developed independently. The models benchmarked against Bugatti will be under this brand, and their acceleration and sportiness must be the fastest.
Currently, the appearance and interior of this model have been initially determined. Internally named "Dreame - Bugatti", it has both electric and extended - range versions and will make its debut at the US CES show at the end of the year, with a prototype car on display.
Xingkong Auto is a subsidiary incubated by Dreame through investment. Models benchmarked against the Cullinan and Bentley may be born here. Tianyancha shows that Xingkong Plan (Shanghai) Automotive Technology Co., Ltd. has a registered capital of 1 billion yuan and is headquartered in the Lingang New Area of Shanghai. Yu Hao indirectly holds 80% of the shares through three companies and is the ultimate beneficiary and actual controller of the company.
In a previous internal communication meeting, Yu Hao said that he would create models benchmarked against Bentley with wheelbases of 3.2m and 3.3m and put forward the requirement that "the length, width, and height of the former should be greater than those of the Li L9 and Wenjie M9, and the latter should have a domineering and tough appearance, with all dimensions no less than those of the Cullinan".
Regarding the models benchmarked against Bentley with a 3.2m wheelbase, Yu Hao has currently planned a total of 4 models: D9, priced between 269,900 - 309,900 yuan, benchmarked against the Li L6, Li L7, and Xiaomi YU7; D9 pro, priced between 329,900 - 389,900 yuan, benchmarked against the Li L8 and Wenjie M8; D9max, priced between 429,900 - 489,900 yuan, benchmarked against the Li L9; D9 ultra, priced between 529,900 - 589,900 yuan, benchmarked against the Wenjie M9.
Yu Hao emphasized that "one vehicle body can achieve four configurations. We learn this from Xiaomi, and the suffix names also refer to Xiaomi. (This product) can completely compete with Li Auto and outperform models from Li L9 to Li L8, Li L7, and Li L6."
Meanwhile, Yu Hao has also planned the D10, with wheelbases of 3.3m and 3.4m, targeting the high - price segment. "A 10 - cm increase in the wheelbase of the D10 will at least create a price gradient of 100,000 yuan."
Previously, Dreame Auto announced that it would cooperate with BNP Paribas to build a German factory, which is located near Tesla's Berlin Gigafactory in Germany. The radiation area where the factory is located has thousands of parts suppliers, forming a complete industrial chain covering precision manufacturing, electronics, and materials science. It will use this as a base to enter the global market.
It is found that as of the end of 2024, Dreame had applied for a total of 6,379 patents globally, of which 45% were invention patents, covering core fields of electric vehicles such as sensor fusion, motor control, and human - machine interaction.
Mobile Phones:
"Dreame, Huawei, and Xiaomi will divide the mobile - phone market"
In the first half of the year, Dreame achieved considerable growth. The revenue scale in the first half of 2025 far exceeded the total for the whole year of 2024, achieving leap - forward growth.
Yu Hao said internally that "at this year's IFA show, Dreame's exhibition hall area reached 1,200 square meters, leaving behind Ecovacs, Yunjing, Roborock, etc. From now on, they are not in the same league as Dreame. Next year, Dreame will further launch an ecosystem of people - cars - homes - the universe."
This is not the first time Yu Hao has emphasized this plan.
Previously, Dreame's mobile - phone business was established. It believes that in this field, "Dreame, Huawei, and Xiaomi will divide the market." Similar to the plan for the automotive business, Yu Hao positions the mobile - phone business to firmly pursue a high - end route, giving priority to the high - end market above 5,000 yuan. However, Dreame's mobile - phone business is still in the exploratory stage and is still researching the "N + 1" breakthrough direction.
In addition, another brand under Dreame, MOVA, will also plan a series of products such as large household appliances, major kitchen appliances, TVs, and mobile phones, which will surpass Roborock and Ecovacs. In Yu Hao's view, "When MOVA and DREAME enter the large - household - appliance field together, there will be a synergistic effect in terms of brand perception."
All along, Yu Hao's expectation for Dreame is not just to be the leading brand in the cleaning - appliance field but to be a comprehensive company with multiple businesses.
There are already multiple incubation groups within Dreame. The direct person - in - charge is Lei Ming, the co - president of Dreame Group, internally known as Mamba. He rarely appears in public. Lei Ming previously worked at China Renaissance and was the lead investor in Dreame's Series C financing. He met Yu Hao at Tsinghua University and started a business with him. He is also a partner of Zhuichuang Venture Capital and has rich investment experience.
As Dreame enters multiple fields one after another, Yu Hao said that "a group of rapidly developing business units will be selected, and more resources and efforts will be invested. Starting from the end of next year, multiple businesses under the Dreame ecosystem will conduct batch IPOs on various global exchanges."
This article is from the WeChat public account "Sina Technology", author: Zhang Ao. It is published by 36Kr with permission.