Chery aims to “reimagine the car-buying journey,” and their proposed solution involves a robot designed to act as a traditional salesperson
The general sentiment towards purchasing a vehicle through a dealership is often negative, with few, if any, truly enjoying the experience. A significant factor contributing to this dissatisfaction is often attributed to the salesperson. However, the future might see these much-maligned human salespeople replaced by robots exhibiting similar, if not identical, pushy behaviors.
This potential future is being ushered in by Chery Automobiles, a China-based manufacturer. Their South African division has developed AiMOGA, pronounced “ai-MOga,” intended to function as a pseudo-sales consultant at Chery 4S dealerships in Malaysia.
This life-size, female-shaped robot was showcased at Auto Shanghai, where it engaged with visitors through various welcoming interactions. It also reportedly danced and participated in “interactive challenge games,” though the specifics of these games remain unconfirmed.
The “Ai” in AiMOGA signifies artificial intelligence. The robot utilizes “CheryGPT” and DeepSeek AI modeling to comprehend natural language and respond contextually. It possesses the ability to walk and gesture using bionic limbs, sports blue sunglasses, and even features a band of blonde hair, giving it a seemingly lifelike appearance. However, the question arises whether a lifelike car salesperson is truly a desirable development.
Further concerning is a demonstration video showcasing AiMOGA interacting with a potential customer, highlighting a new vehicle. The interaction is rife with stereotypical automotive sales phrases, ranging from descriptions of a “sleek profile” to “comfy seats.” The video culminates with AiMOGA asking, “very impressive, right?”
This development underscores the resistance of automotive dealerships to adapt to changing times. In 2025, individuals have the capability to access comprehensive information about new vehicles online, a reality that has been increasingly true for decades.
The need for generic sales pitches at dealerships is diminishing, and consumer preference clearly leans away from such interactions. Yet, a robot salesperson is being introduced, programmed to deliver the same tired one-liners prevalent since the mid-20th century. This situation likely fuels the desire of numerous automakers to bypass the dealership model and sell directly to consumers.
For now, AiMOGA robots are slated for deployment at Chery dealerships in Malaysia. The hope remains that this trend does not extend to the United States.
