CXP System and CXP Certificate Launched in China
Press release
Support Intelligent Cockpit Globalization
How can China’s leading intelligent cockpit technologies be transformed into global commercial success? One critical step lies in understanding cultural differences across markets and addressing diverse user experience needs.
As an innovative achievement, the CXP System translates complex cultural research methods into practical, easy-to-use tools.
On 17 September 2025, AMMI and The Culture Factor Group unveiled the CXP Cross‑Cultural Product Definition and Design System (CXP System) at the China SAE International Conference on Intelligent Cockpit. Dr. Zaiyan Gong explained the research underpinning this AI‑driven toolkit: companies upload UI/UX designs, it generates P‑Scores for 9 quantitative dimensions, compares it against a target market's C‑Scores, flags religious or political sensitivities and suggests culturally adapted design tweaks. Egbert Schram, CEO of The Culture Factor, joined via video to stress how crucial cross‑cultural fit is for Chinese firms expanding abroad. The system’s practicality earned it the conference’s 2025 Intelligent Cockpit Leading Technology Achievement award.
Alongside the system, the partners launched the CXP Certificate, a new mark that independently evaluates in‑car HMIs, apps and other digital products for specific regions. Europe is the first focus, recognising that European drivers differ from Chinese users, anthropomorphic voice assistants, for instance, are not well received in Europe.
The inaugural certificate went to three products:
Petal Maps by Huawei
A global mapping application, available in over 170 countries and regions. For Europe, it offers more structured navigation information for grasping the overall route easily and avoids potentially sensitive religious symbols, ensuring neutrality and universality across different cultural contexts.
Telenav has long provided localized automotive applications for global brands. For Europe, its navigation design includes low-carbon route options aligned with environmental values, and its UI adopts high-saturation color schemes that suit local preferences.
JDO 3D Launcher
An innovative in-car HMI system developed by Jidou, usable both as a core development asset and directly in cockpit deployment. For Europe, it employs a minimalist interface and a more abstract voice assistant design, consistent with European user preferences.
All three were deemed closely aligned with European user‑experience preferences.
The CXP Certificate will roll out next to the Gulf region, ASEAN and South America, covering automotive OEMs, suppliers and later mobile apps and websites. A global launch is planned for November 2025 at The Culture Factor’s annual conference in Lagos.
Shanghai AMMI Intelligent Technology specialises in cross-culture research, design methods, test and evaluation for intelligent vehicles and digital products, with academic backing from Tongji University and experience working with over 50 automotive brands in the world.
We are a cultural analytics and strategy advisory with a global reach. Present across more than 60 countries, we have over 40 years of experience in helping businesses transform their cultural challenges into success stories.
