China’s search giant Baidu to set up an EV making venture

China’s search giant Baidu is extending its car ambitions from mere software to production. The company said Monday that it will set up a company to produce electric vehicles with the help of Chinese automaker Geely. Baidu, a dominant player in China’s internet search market for the last decade or so, will provide smart driving technologies while Geely, which has an impending merger with Sweden’s Volvo, will be in charge of car design and manufacturing.

The move marks the latest company in China’s internet industry to enter the EV space. In November, news arrived that Alibaba and Chinese state-owned carmaker SAIC Motor had joined hands to produce electric cars. Ride-share company Didi and EV maker BYD co-developed a model for ride-hailing, which is already attracting customers like Ideanomics. Meanwhile, the stocks of China’s Tesla challengers, such as Xpeng, Li Auto, and NIO, have been in a steady uptrend over the past year.

Baidu’s car push is part of its effort to diversify a business relying on search advertising revenue. New media platforms such as ByteDance’s Toutiao news aggregator and short-video app Douyin come with their own search feature and have gradually eroded the share of traditional search engines like Baidu. Short video services have emerged as the second-most popular channel for internet search in China, trailing after web search engines and coming ahead of social networks and e-commerce, data analytics firm Jiguang shows.

Baidu has been working aggressively on autonomous driving since 2017. Its Apollo ecosystem, which is billed as “an Android for smart driving,” has accumulated over a hundred manufacturing and supplier partners. Baidu has also been busy testing autonomous driving and recently rolled out a robotaxi fleet.

The new venture will operate as a Baidu subsidiary where Geely will serve as a strategic partner and Baidu units like Apollo and Baidu Maps will contribute capabilities. The firm will cover the entire industrial chain, including vehicle design, research and development, manufacturing, sales, and service.

It’s unclear how Baidu’s tie-up with Geely will affect Apollo’s operation, though Baidu promised in its announcement that it will “uphold its spirit of open collaboration across the AI technology industry, striving to work closely with its ecosystem partners to advance the new wave of intelligent transformation.”

“At Baidu, we have long believed in the future of intelligent driving and have over the past decade invested heavily in AI to build a portfolio of world-class self-driving services,” said Robin Li, co-founder and chief executive officer of Baidu.

“We believe that by combining Baidu’s expertise in smart transportation, connected vehicles and autonomous driving with Geely’s expertise as a leading automobile and EV manufacturer, the new partnership will pave the way for future passenger vehicles.”