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In Malaysia's SUV market, many buyers compare the Proton X70 and Mazda CX-3 when choosing a car. These two models are quite close in price and positioning. Today, we will make a detailed comparison from multiple aspects to save you time doing homework.
The Proton X70 OTR price in Malaysia is RM 106,800 - 122,300, with a total of 3 versions, including 1.5L Standard 2WD (RM 106,800), 1.5L Executive 2WD (RM 115,800), 1.5L Premium 2WD (RM 122,300), etc.
The Mazda CX-3 OTR price in Malaysia is RM 126,159 - 139,159, with a total of 2 versions, including 2023 2.0L High (RM 139,159), 2023 2.0L Plus (RM 126,159), etc.
Looking at the price, the Proton X70's starting price is indeed RM 19,359 cheaper than the Mazda CX-3. If your budget is limited, Proton's entry-level version can already meet daily needs. But be aware that those cheaper few thousand might have compromises in features, it depends on your specific needs.
The Proton X70 is equipped with a 1.5L Turbo, 140 hp. Official fuel consumption 7.0 L/100km.
The Mazda CX-3 is equipped with a 1.5L Turbo, 140 hp. Official fuel consumption 7.0 L/100km.
Both cars use the same powertrain, the driving feeling is basically no different. Fuel consumption is also similar, no need to worry too much about this point.
The Proton X70 safety rating is 5★ (ASEAN NCAP), active safety systems include ADAS (ACC, AEB, LKA, LDA, BSM, RCTA).
The Mazda CX-3 safety rating is 5★ (ASEAN NCAP), active safety systems include i-Activsense.
Both cars have the same safety rating, safety features are quite complete in this class. New cars nowadays don't have poor safety, no need to worry too much about this point.
Proton X70 body length 4400 mm, trunk 400 L.
Mazda CX-3 body length 4500 mm, trunk 450 L.
In terms of space, the Mazda CX-3 body is 100 mm longer than the Proton X70, offering better seating space. However, the Proton X70 is a bit more flexible for parking in the city, both have their trade-offs.
The Proton X70 adopts FWD drive method.
The Mazda CX-3 adopts FWD drive method.
Both cars have the same drive method, both are FWD, daily driving feeling won't be too different.
Overall, the Proton X70 and Mazda CX-3 are both very good models in the Malaysia market. Choosing which one depends on your personal needs and budget. We suggest doing your homework, compare quotes from several dealerships, and go for a test drive to make a final decision. Buying a car is a big matter, spending some time doing homework will definitely not be wrong.
【2026 年 7 月 31 日】上汽通用五菱宣佈五菱代步車用戶將突破 300 萬，並將於 8 月 7 日舉行「繽紛生活 玩心大開」宏光 MINIEV 六週年暨五菱代步車 300 萬用戶盛典！屆時，繽果家族全球代言人孟子義也將親臨現場，與五菱代步車 300 萬用戶共同打造一場屬於用戶嘅盛典派對。此外，第五代宏光 MINIEV 近期喺印尼正式上市，標誌住「人民嘅代步車」正喺加速邁向全球，為全球用戶帶來簡單代步嘅出行享受！
三百萬信賴，冠軍實力鑄就盛典意義
自 2017 年起，上汽通用五菱通過推出寶駿 E100、E200、宏光 MINIEV、繽果家族等車型，持續深耕代步車市場，五菱代步車銷量將突破 300 萬台！其中，作為「人民嘅代步車」，宏光 MINIEV 家族憑藉「靚、好開、好停、抵用」嘅產品實力累計收穫超 195 萬位用戶青睞，並已連續 71 個月獲得國內 A00 級純電銷量冠軍，穩居全球微型新能源汽車累計銷量第一。繽果家族同樣以高靚值繽紛座駕之姿，收穫超 75 萬車主信賴，為用戶帶來繽紛多彩嘅出行體驗。代步車家族雙星閃耀，合力構築起無可撼動嘅代步車產品矩陣——這亦係五菱代步車舉辦 300 萬用戶盛典嘅實力印證。
加速出海，"人民嘅代步車"邁向全球
作為五菱全球新能源戰略嘅關鍵落子，7 月 29 日第五代宏光 MINIEV（Wuling Aira ev）喺印尼國際車展（GIIAS）上正式宣佈喺印尼上市，官方售價 1.55 億印尼盾起（約為人民幣 59,615 元）。作為一部四門四座純電代步車，第五代宏光 MINIEV 既係可以係大學生、職場新人、年輕家庭嘅第一部車，亦係成熟家庭增購代步嘅首選。第五代宏光 MINIEV 輕鬆覆蓋日常高頻短途場景，完美契合用戶對代步車靚、好開、好停、抵用嘅訴求。為貼近年輕家庭與新生代用戶，今次新車更加係喺印尼攜手迪士尼·皮克斯《玩具總動員 5》開啟跨界聯動，以更潮趣嘅形象，讓全球人民每日樂享輕鬆出行（Fun Everyday, For Everyone）。宏光 MINIEV 出海不僅為五菱代步車嘅全球銷量再添新翼，亦以紮實嘅產品實力將簡單代步嘅理念傳遞至更廣闊嘅國際市場。
從銷量冠軍到全球同行嘅潮玩符號，五菱代步車印證，細車亦可承載萬千熱愛。8 月 7 日，喺成都露天音樂公園，近百台用戶潮創車將齊聚現場，五菱車主代表將共赴呢場專屬於佢哋嘅「繽紛生活」盛宴，叫我哋喺成都相約，一齊迎接 300 萬用戶嘅玩心綻放時刻！
編輯語錄：睇返 2026 年上半年嘅商用車市場，“內冷外熱”係表象，“價格戰向價值戰重構”先至係本質。
2026 年嘅中國商用車市場，喺一個略顯尷尬嘅拐點上。
中國汽車工業協會數據顯示，上半年商用車累計產銷分別為 227.2 萬輛同 229.7 萬輛，同比增長 8.2% 同 8.3%——市場係回暖，但回暖得好慢。與之相伴嘅係價格戰嘅硝煙愈濃：單車利潤被不斷壓縮，新能源轉型又需要持續燒錢投入研發同產線，車企一邊要降本求生，一邊要砸錢轉型，“活下去、守份額”成為頭部陣營普遍嘅生存狀態。
就喺一片“唱衰”聲中，上汽商用車跑咗出讓人側目嘅獨立曲線：1-6 月銷量同比增長 28.37%，約為行業均值嘅 3.4 倍，係頭部陣營中唯一同時實現“規模做大 + 增速斷層領跑”雙重優勢嘅企業。其中，上汽大通作為板塊核心力量，上半年累計銷售 13.8 萬輛，商用車增速達 35.36%，係行業前十陣營中唯一增速超過 35% 嘅企業。
輕客守住基本盤，新能源同出海打開第二增長曲線
商用車行業嘅存量博弈，本質上係一場“基本盤保衛戰”。誰嘅基本盤穩，誰嘅轉型就有底氣。
上汽商用車嘅底氣，首先來自輕客。
上半年，大通輕客累計銷售 6.1 萬輛，包攬單月與累計銷量“雙冠王”，單一品牌市佔率突破 27%，領先行業第二名 7200 輛、第三名超萬輛。6 月大通輕客單月銷量 13902 輛，同比增長 62%；其中大拿系列 6 月熱銷 7207 輛，同比暴漲 218%，成為新能源輕客賽道嘅現象級爆款。
但真正讓上汽商用車與同行拉開代差嘅，係新能源與出海嘅雙引擎驅動。
新能源端，上汽商用車上半年新能源銷量同比增長 69%，國內新能源滲透率達 47%，遠超行業 30.4% 嘅整體水平。躍進新能源輕卡上半年銷售 12971 輛，同比增長 65%；大拿超級增程輕客 CLTC 綜合續航達 1260 公里，百公里能耗低至 2.65L——這組數據直接擊穿咗商用用戶最敏感嘅“續航焦慮”同“運營成本”兩根神經。
出海端，上半年上汽商用車累計出口 6.5 萬輛，同比增長 33%。喺希臘，大通份額較去歲同期翻四倍；喺新加坡，連續三月市佔率登頂；喺東南亞，接連斬獲新能源輕客大訂單；並成為首個入駐 DHL 德國郵政投遞車隊嘅中國商用車品牌。
上汽商用車執行管理會主席、上汽大通總經理楊懷景喺 2026 上汽大通幹部大會上嘅一段話，恰好解釋咗呢套打法嘅底層邏輯：“產品係企業發展嘅核心根基，更係二次創業實現價值突圍嘅關鍵抓手。行業嘅價格競爭最終將回歸商品價值本身，TCO 全生命週期成本更優、TVO 全生命週期價值更高嘅產品將更受市場青睞。”
從“賣車”到“經營用戶”，體系化能力構建護城河
如果話輕客、新能源、出海係上汽商用車上半年嘅“三張報表”，那麼支撐呢三張報表嘅，係一套從技術自研到全球本土化嘅體系化能力。
技術上，上汽商用車冇走業界普遍“外購三電”嘅捷徑，而是依托鴻圖 2.0 超級商用電動架構、星棧皮卡平台等自研核心平台，搭建起純電、插混、氫燃料、超級增程嘅全能源技術路線。2026 年落地嘅星湃超級 mini 增程技術、同寧德時代共研嘅天行電池技術，分別解決咗續航、能耗、安全三大行業痛點。這種“把核心技術攥喺自己手裡”嘅策略，讓上汽商用車喺新能源轉型中唔被供应商卡脖子。
全球化上，上汽商用車已經完成從“產品出海”到“體系化出海”嘅迭代。目前，其產品覆蓋全球百餘個國家同地區，喺核心市場搭建咗本土化銷售、服務、改裝全鏈條體系。楊懷景喺北京車展上面對 100 多個國家嘅 200 余家海外經銷商時明確表示：“我哋唔僅僅跟隨市場嘅腳步，更要同各位攜手，共同定義全球出行嘅未來。” 喺另一場戰略發布會上，佢更加直白地闡述咗“唔打價格戰”嘅全球策略：“上汽商用車班子里，唔少人係商用車領域嘅新兵，也有老将，新兵同老將，才能更好地協同高效破界。我哋唔會放棄任何一個板塊，握指成拳，五個手指齊全握緊打出嚟先最有勁。”
生態上，上汽商用車搭建咗全球改裝生態聯盟、8S 全場景用戶體驗中心，業界首創皮卡“7 天免費試用”模式，把傳統嘅“賣車關係”升級為“創富夥伴關係”。
睇返 2026 年上半年嘅商用車市場，“內冷外熱”係表象，“價格戰向價值戰重構”先至係本質。中汽協預測 2026 年全年商用車銷量將達 450 萬輛，同比僅小幅增長 4.7%——這意味著存量博弈將成為新常態，靠水漲船高普漲嘅日子一去唔返。
喺呢個新常態下，上汽商用車用 28.37% 嘅增速、約為行業 3.4 倍嘅增長曲線證明咗一件事：存量市場唔係冇機會，而係機會只畀畀嗰啲提前完成動能轉換嘅企業。
面对国内乘用车市场高达19.5%的同比下滑，广汽集团于7月10日发布的业绩预告显示，其通过海外与新能源双轮驱动，成功守住正增长底线，上半年销量同比增长2.35%。
行业层面，国内车市竞争白热化，不过公司经营端出现正向信号：上半年整体销量小幅提升，毛利率同比小幅改善。7月2日发布的6月产销公告显示，今年1至6月全集团累计汽车销量达77.31万辆，同比增长2.35%。根据乘联会数据，今年1至5月国内乘用车累计销量为709.9万辆，同比下降19.5%。在全行业接近两位数下滑的背景下，广汽集团守住了正增长底线，跑赢大市。从销量结构来看，节能与新能源车销量占比提升至62.82%，新能源汽车销量达26.02万辆，同比暴涨68.80%，产品结构持续向新能源化转型。
海外市场成为核心增长亮点，自主品牌出口达12.15万辆，同比增长132%，半年出口规模已接近2025全年水平。从区域分布来看，美洲、亚太、中东、非洲及欧洲全球五大区域同步实现高速增长。在美洲，墨西哥市场埃安UT和ES分别位居B级和C级纯电市场前三，玻利维亚市场广汽接连多月蝉联中国品牌乘用车销冠，巴西6月销量环比大增1129%；在亚太，中国香港1至5月电动车市占率突破11%，泰国6月环比劲增207%，新加坡环比增长77%；在欧洲，广汽已建立从本地化生产到核心市场终端销售的全链路运营体系，上半年正式进入英国、意大利、西班牙等国，埃安UT已在奥地利KD工厂投产。海外市场已成为广汽集团最重要的增长引擎之一。
面对复杂多变的市场环境，广汽集团通过积极开拓海外市场及优化产品结构，展现出强劲的增长潜力。未来，广汽将继续深耕新能源领域，提升品牌国际影响力，为股东创造更大价值。
In the Malaysian SUV market, many buyers compare Perodua Ativa and Mazda CX-30 when choosing a car. Both cars are quite close in price and positioning. Today we will conduct a detailed comparison from multiple aspects to help you save time on research.
The Perodua Ativa OTR price in Malaysia is RM 62,500 - 73,400, with a total of 3 versions, including 1.0L Turbo X (RM 62,500), 1.0L Turbo H (RM 67,300), 1.0L Turbo AV (RM 73,400) etc.
The Mazda CX-30 OTR price in Malaysia is RM 122,409 - 146,409, with a total of 4 versions, including 2025 2.0L High+ Premium (RM 146,409), 2025 2.0L High+ (RM 138,409), 2025 2.0L High (RM 130,409) etc.
From a price perspective, the Perodua Ativa's starting price is indeed RM 59,909 cheaper than the Mazda CX-30. If you have a limited budget, Perodua's entry-level version can already meet daily needs. But keep in mind, saving that few thousand might involve trade-offs in features, depending on your specific needs.
Perodua Ativa is equipped with 1.5L 4-cyl, 105 hp. Official fuel consumption 6.0 L/100km.
Mazda CX-30 is equipped with 1.5L Turbo, 140 hp. Official fuel consumption 7.0 L/100km.
In terms of power, Mazda CX-30's 1.5L Turbo has 35 more horsepower than Perodua Ativa's 1.5L 4-cyl. However, for daily city driving, both cars have enough power, you won't feel a lack of power.
Perodua Ativa body length 4400 mm, trunk 400 L.
Mazda CX-30 body length 4500 mm, trunk 450 L.
Regarding space, Mazda CX-30's body is 100 mm longer than Perodua Ativa, offering more advantage in passenger space. However, Perodua Ativa is more flexible for parking in the city, both have trade-offs.
Perodua Ativa and Mazda CX-30 are both mainstream choices in the Malaysian market, suitable for family use, daily commuting. If you value brand reputation and resale price more, consider the one with better reputation; if you care more about value for money and features, choose the one with more configuration. Ultimately, it is recommended to test drive both, personal experience is the most important.
In general, Perodua Ativa and Mazda CX-30 are both very good models in the Malaysian market. Which one to choose mainly depends on your personal needs and budget. We suggest doing research, comparing quotes from several car dealerships, then test driving to make the final decision. Buying a car is a big thing, spending some time doing research will never be wrong.
喺馬來西亞嘅 SUV 市場，好多買家喺揀車嘅時候都會拎 寶騰 X90 同 福斯 Tiguan 嚟做比較。這兩款車喺價位同定位上都好接近，今日我哋就從多個方面做一個詳細嘅對比，幫你省下做功課嘅時間。
寶騰 X90 喺馬來西亞嘅 OTR 售價係 RM 106,800 - 122,800，一共有 4 個版本，包括 2026 1.5T Prime X（RM 122,800）、2026 1.5T Prime（RM 116,800）、2026 1.5T Lite（RM 106,800） 等。
福斯 Tiguan 喺馬來西亞嘅 OTR 售價係 RM 206,540 - 260,024，一共有 2 個版本，包括 2025 Allspace 2.0T R-Line（RM 260,024）、2025 Allspace 1.4T Elegance（RM 206,540） 等。
由價錢睇，寶騰 X90 嘅起步價確實比 福斯 Tiguan 平咗 RM 99,740。如果你預算有限，寶騰嘅入門版已經可以滿足日常需求。但要小心，平嗰幾千蚊，可能喺配備上會有取捨，具體要看你嘅需求。
寶騰 X90 搭載 1.5L Turbo，馬力 140 hp。官方油耗 7.0 L/100km。
福斯 Tiguan 搭載 2.0L 4-cyl，馬力 170 hp。官方油耗 8.0 L/100km。
動力方面，福斯 Tiguan 嘅 2.0L 4-cyl 比 寶騰 X90 嘅 1.5L Turbo 多咗 30 匹馬力。不過日常喺市區開，兩款車嘅動力都夠用，唔會覺得唔夠力。
寶騰 X90 嘅安全評級係 5★ (東協 NCAP)，主動安全系統包括 ADAS (ACC, AEB, LKA, LDA, BSM, RCTA)。
福斯 Tiguan 嘅安全評級係 5★ (歐洲 NCAP)，主動安全系統包括 IQ.Drive。
安全配備方面，兩款車都拿到唔錯嘅評級。不過 寶騰 X90 嘅 ADAS (ACC, AEB, LKA, LDA, BSM, RCTA) 同 福斯 Tiguan 嘅 IQ.Drive 喺功能上有些差異，如果你比較重視主動安全嘅話，可以仔細對比一下兩者嘅功能列表。
寶騰 X90 保養保修 5 年/150,000km，保養間隔 每 10,000km 或 6 個月。
福斯 Tiguan 保養保修 3 年/100,000km，保養間隔 每 10,000km 或 6 個月。
總而言之，寶騰 X90 同 福斯 Tiguan 都係馬來西亞市場好唔錯嘅車型。揀邊一輛，關鍵都要睇你嘅個人需求同預算。建議大家做好功課，多比較幾間車行嘅報價，再去試駕做最終決定。買車係件大事，花啲時間做功課絕對唔會錯。
喺馬來西亞嘅 SUV 市場，好幾多買家喺揀車嘅時候都喺拿路虎 捍衛者同保時捷 卡宴 嚟做比較。呢兩部車喺價位同定位上都好接近，今日我哋就由多個方面做一個詳細對比，幫手節省做功課嘅時間。
路虎 捍衛者喺馬來西亞嘅 OTR 售價係 RM 688,000 - 688,000，一共有 1 個版本，包括 Standard（RM 688,000） 等。
保時捷 卡宴喺馬來西亞嘅 OTR 售價係 RM 609,000 - 1,200,000，一共有 3 個版本，包括 2025 Sportback 2.0T quattro S line（RM 442,112）、2026 卡宴 3.0T（RM 609,000）、2026 卡宴 S 4.0T（RM 1,200,000） 等。
由價錢睇落去，保時捷 卡宴嘅入門價比路虎 捍衛者平咗 RM 79,000。講真，喺呢個價位段，幾千蚊嘅差距其實唔算大，關鍵仲係睇整體嘅性價比同長期使用成本。
路虎 捍衛者搭載 3.0L Turbo，馬力 350 hp。官方油耗 12.0 L/100km。
保時捷 卡宴搭載 3.0L Turbo，馬力 350 hp。官方油耗 12.0 L/100km。
兩部車用緊同一套動力系統，日常開起嚟嘅感覺基本上冇分別。油耗方面都差不多，唔使太糾結呢一點。
路虎 捍衛者嘅安全評級係 TBD，主動安全系統包括 Basic。
保時捷 卡宴嘅安全評級係 TBD，主動安全系統包括 Basic。
兩部車嘅安全評級一樣，喺呢個級數入面安全配備都算好齊全。而家嘅新車安全性都唔差，唔使太擔心呢一點。
路虎 捍衛者保修 3 年/100,000km，保養間隔 每 10,000km 或 6 個月。
保時捷 卡宴保修 3 年/100,000km，保養間隔 每 10,000km 或 6 個月。
兩部車嘅保修條件一樣，呢方面唔使糾結。實際保養成本仲要看品牌嘅服務網絡同零件價格，建議去車友群問問真實車主嘅經驗。
路虎 捍衛者同保時捷 卡宴都係馬來西亞市場嘅主流選擇，適合家庭使用、日常通勤。如果你更睇重品牌口碑同二手價，可以優先考慮口碑更好嗰款；如果你更在意性價比同配備，咁就揀配置更豐富嗰款。最後仲係建議兩款都去試駕，親身體驗先至係最重要。
總體嚟講，路虎 捍衛者同保時捷 卡宴都係馬來西亞市場好唔錯嘅車型。揀邊一輛，關鍵仲係睇你嘅個人需求同預算。建議大家做好功課，多比較幾間車行嘅報價，再去試駕做最終決定。買車係件大事，花啲時間做功課絕對唔會錯。
車型概覽
平治GLE系列 AMG 值唔值得睇，第一步唔係望牌子或者外形，而係睇佢能唔能夠配合你嘅香港日常。 呢篇會集中講整體購車判斷，幫你用買家角度篩走唔適合嘅選擇。
HK$ 703,017 令預算位置更清楚，買家可以先估算月供、保險、泊車同日常開支。
購車價格指南
平治GLE系列 AMG 嘅購車預算可以先由 HK$ 703,017 開始計。香港買車唔只係睇車價，月供、保險、牌費、泊車同能源成本都會影響每月壓力。
如果有幾個版本可揀，可以先將 2024 AMG GLE 53 4MATIC+（HK$ 703,017） 放喺同一張清單。日常通勤重視舒適同易用，家庭買家就要優先睇後排、尾箱同安全配置。
核心規格重點
睇 平治GLE系列 AMG 嘅規格，重點唔係背數字，而係理解佢喺香港用車場景會帶嚟咩分別。
435 Ps / 320 kW、560 N·m 嘅輸出，令高速併線同短距離超車更有信心。 車長 4937 mm、車闊 2157 mm、車高 1782 mm 可以幫你預判商場停車場、屋苑車位同後排腿部空間。 手自一體(AT)、前置四駆 會影響起步順滑度、濕地穩定感同長途巡航性格。
優缺點分析
平治GLE系列 AMG 嘅優點唔需要講到天花龍鳳，真正有價值係佢能唔能夠令日常用車更省心：預算位置清楚，方便同同級車直接比較、動力輸出對高速同上斜更有底氣、空間同車身尺寸方便家庭買家預判實用性。
要留意嘅係，要先確認屋苑、公司或常去商場嘅充電條件、香港停車場同窄路使用要留意車身闊度。呢啲唔一定係缺點，但係落訂前應該先諗清楚。
買家常見問題
買 平治GLE系列 AMG 之前，真正要問嘅唔係單一規格，而係佢可唔可以融入你每日嘅生活節奏。
常見疑問係「Mercedes-Benz GLE Series AMG 有提供不同的車身設計嗎？」簡單講，是的，Mercedes-Benz GLE Series AMG 同時提供傳統的 SUV 以及流線型的 Coupé 轎跑兩種車身版本供買家選擇；SUV 版本著重於後排頭部空間與整體實用性，非常適合家庭日常使用，而 Coupé 版本則以傾斜的車頂線條營造出更強烈的運動感，特別迎合追求獨特個性和動感外觀的香港駕駛者。 放到實際用車，就係要睇佢對通勤、泊車、家庭乘坐同長期成本有幾大幫助。
同級對比內容
將 平治GLE系列 AMG 放入同級車清單時，唔建議只用外形或者品牌光環決定。比較順序可以係：先用 HK$ 703,017 鎖定預算圈、再睇動力係咪足夠應付高速併線同滿載、最後睇車身大小、座位同尾箱是否適合家人。
咁樣篩選會貼近香港買家真實生活：平日塞車、商場泊車、周末去新界、甚至一家人出入，先係一部車每日要面對嘅考驗。
用車全周期指南
擁有 平治GLE系列 AMG 最重要係先諗清楚充電節奏。屋苑、公司或者常去商場只要有穩定充電選項，電動化用車就會容易相處好多。
如果你主要喺市區行，視野、低速順滑度同泊車輔助會好影響心情；如果經常行高速或跨區，座椅舒適度、隔音同動力從容感會更重要。
The 2026 North American World Cup is less than two weeks away.
As usual, the core of the discussion is whether Mbappé can defend the title, whether Messi is still playing, and who is the new king of football. But if you glance away from the pitch, you might find the supporting cast of this World Cup is the most outrageous in history.
Image source: World Cup Organizing Committee
660 official designated vehicles, a Robotaxi network covering multiple stadiums, 42 electric buses from Shandong, China, humanoid robot Atlas, quadruped robot dog Spot.....
These "supporting characters" are all car companies.
Hyundai Kia's 27-Year Marathon: Money Spent, But Not Worth ItWhen discussing the relationship between car companies and the World Cup, Hyundai Kia cannot be avoided.
In 1999, Hyundai partnered with FIFA for the first time. At the 2002 Korea-Japan World Cup, they invested about 1.5 billion euros to secure official sponsorship, resulting in a 40% surge in sales in the US market that year, and brand awareness jumping from 32% to 67%. The calculation was too attractive, so Hyundai never considered withdrawing for over 20 years since then, renewing the partnership all the way to 2030.
This World Cup, Kia provides 660 official designated vehicles to handle athlete and official transport. The Korean automotive industry estimates that just from in-stadium advertising exposure, the Hyundai Motor Group's cumulative commercial value exceeds 10 trillion won.
Image source: Hyundai Kia
But can World Cup sponsorship really convert to sales?
Hyundai's own experience gives an uncertain answer. The 2002 bonus was real, but the story since then hasn't looked so good. Beijing Hyundai's sales peaked at 1.14 million units in 2016, declining ever since. By 2021, it dropped to only 382,000 units, a decline of over 66%. Nowadays, it's even worse; Hyundai Kia's sales for January to April were only over 30,000 units, less than what new EV players achieve in a month.
Throwing money at the World Cup cannot save Hyundai Kia's decline in China. Interestingly, Hyundai also seems to have realized this issue.
For the 2026 World Cup, Hyundai made a key adjustment: Expanding the sponsorship scope from traditional fuel vehicles to autonomous driving, robotics, and future mobility technology. Hyundai partnered with its subsidiary Boston Dynamics to deploy humanoid robot Atlas and quadruped robot Spot in designated venues, responsible for event operations and security.
Image source: Hyundai Kia
A somewhat awkward question is, are the cool-looking Atlas and Spot in the arena event operation infrastructure, or is it just an extremely expensive brand show?
Electric Vehicle Channel (ID: dianchetong233) judges it's both, but leans towards the former.
Hyundai needs to use the World Cup, the largest traffic pool globally, to send a signal to investors and consumers: We have transformed into a "Future Mobility Tech Company". Boston Dynamics' robots are the best prop to convey this signal. As for whether they can really make money, that's for the next step.
However, this World Cup is indeed a good time for Hyundai. The North American market accounts for over 20% of its global sales. The joint hosting by the US, Canada, and Mexico equals holding a press conference facing 3.5 billion viewers in one's own backyard.
The 27-year marathon has found a new narrative direction at this moment.
Image source: Boston Dynamics
Chinese Car Makers Don't Pursue Sponsorships, This World Cup Plays "Borrowing the Road"The relationship between the Chinese men's national football team and the 2026 World Cup can be summarized in one word — None. Last year, they lost away to Indonesia in the World Cup qualifiers' 18-team round and were eliminated a round early. Chinese fans don't have to worry about the time difference again.
But the relationship between Chinese car makers and this World Cup is very close. And the path they take is completely different from Hyundai Kia.
Changan is the most typical example.
Image source: Changan Automobile
On May 22, Changan signed an agreement in Lisbon with the Portuguese Football Federation, becoming the Portuguese National Team's Global Official Partner. The cooperation covers the 2026 and 2030 World Cups and the Women's World Cup cycle, with an investment of over 500 million yuan.
The logic behind choosing Portugal is very smart. This is not generalized World Cup sponsorship; Changan did not compete for the FIFA official sponsor position, but rather precisely bound with one team.
This team has Cristiano Ronaldo. Over 1 billion fans globally, 660 million Instagram followers, and the fan distribution highly overlaps with Changan's core overseas markets: Europe, Southeast Asia, South and Central America, Middle East Africa. Concentrate resources to do big things.
Image source: Changan Automobile
Using the scarcity of Cristiano Ronaldo's last World Cup as a lever to leverage brand awareness breakthrough in overseas markets. The supporting actions include the co-branded film "Sounds like Changan", the first European delivery of Deepal S05 in Italy, the European 1,000-kilometer long-distance test, and joint activities by global dealers. Every step is correct, but every step has uncertainty.
European consumers' stereotypical impression of Chinese car brands was not formed in one day, and it won't dissipate due to one sports marketing campaign. Korean and Japanese car makers opened the European market back then by relying on decades of quality accumulation and in-depth localization. Changan wants to shorten this process with a 500 million yuan cooperation with a team; results need time to verify.
Another case is Zhongtong Bus.
42 N12 dual-source trolleyless electric buses were shipped from Liaocheng, Shandong to Mexico City, undertaking public transport during the World Cup. Completely different from Changan's brand marketing route, Zhongtong follows product as marketing. The buses running in Mexico City are themselves a moving billboard.
Image source: Zhongtong Bus
In 2025, China exported 625,200 vehicles to Mexico, with Mexico surpassing Russia for the first time as China's largest automotive export destination. In the first quarter of 2026, China exported 2.226 million vehicles, up 56.7% year-on-year; new energy vehicles exported 954,000 units, up over 120% year-on-year.
Zhongtong's electric buses appearing in Mexico City is also a microcosm of the systematic penetration of China's automotive industry in the Latin American market.
What about BYD? Although they did not directly sponsor this World Cup, their sports marketing map is already the most complete Chinese car maker — 2024 Euro Cup, 2024 Copa America, 2025 European U21, plus a five-year 75 million yuan sponsorship contract with the Chinese Football Association, covering almost all mainstream football IPs. Now, BYD's single-month export in April exceeded 130,000 units, with cumulative overseas sales exceeding 450,000 units.
Image source: BYD
Nowadays, BYD no longer needs to spend a huge sum to grab a logo spot on the World Cup.
Three paths, one consensus — Chinese car makers going global have passed the stage of whether to participate in global marketing, entering the stage of how to participate more smartly. Hyundai Kia used 27 years to figure out sports marketing experience; Chinese car makers are rapidly catching up with shorter cycles and more diversified strategies.
Robotaxi and Robots: The Most Expensive Practical ExamThis World Cup saw a large number of autonomous driving and robot elements.
Let's talk about a timeline first.
In January this year, a Waymo autonomous taxi hit and injured a child near a primary school in Santa Monica. In the same month, another Waymo drove past a stopped school bus with warning lights on in Texas and was investigated by the US National Transportation Safety Board (NTSB).
On May 12, Waymo announced the recall of 3,791 Robotaxis — the autonomous driving software had perception defects on waterlogged roads, potentially causing vehicles to drive into roads submerged by water.
But it was also this month that Waymo expanded its Houston service area to nearly 50 square miles, directly covering NRG Stadium — one of the 2026 World Cup venues.
Image source: Waymo
Recalling on one side, expanding on the other. Looks contradictory, but this contradiction explains a real state — Robotaxi commercialization is experiencing a stage of fixing while running. Not perfect, but participants cannot wait for it to be perfect anymore.
It's not just Waymo. Atlanta, Dallas, Los Angeles, Miami, multiple World Cup host cities have already started Robotaxi commercial operations or pilots. In April, Tesla invested 573 vehicles at once in Dallas and Houston to launch fully unmonitored services, directly skipping the safety officer stage — but safety data for these 573 vehicles has not been disclosed so far.
Why are these companies rushing to expand densely before the World Cup?
The reason is simple: The World Cup is a global high-exposure stress test. Millions of fans flood into the city, traffic demand surges, perfectly verifying the autonomous driving system's performance under extreme load. Success is the best advertising; if problems occur, they are at least exposed in real scenarios — much more valuable than closed-door testing.
Image source: Hyundai Kia
And there is a common feature — These Robotaxi networks will not be withdrawn as the World Cup ends.
Waymo's Houston service area was not designated temporarily; it is permanent urban traffic infrastructure. Tesla's 573 vehicles in Dallas will also not stop operation after the event. The World Cup is just a node, not the end.
Back to Boston Dynamics' robots, why did Hyundai want to put them into the arena?
Because robots are the most scarce visual asset in the current automotive industry narrative. Autonomous driving is hard to perceive with the naked eye — sitting in a Waymo feels about the same as riding in an Uber. But a two-meter tall humanoid robot patrolling the arena corridor has a completely different visual impact.
What Hyundai needs is an image that can be remembered at a glance.
Image source: Boston Dynamics
The number Hyundai gave itself is: Planning to deploy 25,000 Atlas units inside factories by 2028. If this plan can land, the few on the World Cup are small-scale verification. If it can't land, then they are purely marketing props.
For now, both possibilities exist.
After the Final WhistlePutting together the automotive map of this World Cup, several lines are very clear.
Hyundai Kia used the 27 years of FIFA relationships accumulated to upgrade sponsorship scope from sticking logos to showing technology. But how much actual revenue World Cup sponsorship can bring, even Hyundai might not be able to say clearly — its defeat in the Chinese market is a warning for the future.
Looking the other way, Chinese car makers chose a smarter curved path — Changan binds the Portuguese team for branding, Zhongtong does products in Mexico City, BYD uses multi-IP coverage for the system. Three different paths, but all answer: How to make overseas consumers believe in Chinese cars.
And Robotaxi and robots are the freshest elements of this edition, and also the riskiest. Waymo recalls while expanding, Boston Dynamics' robot costs remain high — they still have a distance from truly reliable infrastructure, but car companies cannot wait anymore.
