The automotive industry is witnessing a fascinating evolution in retail as humanoid robots move from manufacturing cars to selling them. At the forefront of this transformation is AiMOGA Robot (also known as Mornine), developed by Chinese automaker Chery Automobile for its Omoda and Jaecoo brands. This presentation explores how this advanced humanoid robot is changing the car buying experience in Malaysia, its journey from virtual character to physical sales consultant, and the sophisticated technology that powers its human-like interactions. Join us as we discover how AiMOGA represents a glimpse into the future of automotive retail, where artificial intelligence and robotics create new customer experiences.
From virtual assistant to physical presence
The AiMOGA Robot began its life not as a physical entity but as a digital character designed to connect with younger consumers. Chery International initially created Mornine as a virtual persona to engage with Generation Z through metaverse concepts and virtual human technologies, recognizing the increasing importance of digital presence in modern marketing strategies.
Through careful character design and model refinement, Mornine became an engaging digital figure who appeared in promotional animations, brand livestreams, and across various digital platforms. This virtual presence helped establish Mornine as a recognizable brand ambassador, building familiarity with potential customers before they ever set foot in a dealership.
Chery’s ambitious vision, however, extended beyond the digital realm. The company saw an opportunity to bring Mornine into the physical world, creating a seamless brand experience that bridges virtual and real environments. This led to the development of the AiMOGA Robot – a physical manifestation of the digital character that could interact with customers face-to-face in dealerships, transforming the car buying experience through personalized, AI-powered assistance.
Advanced technological capabilities
What sets Humanoid Robot apart from other customer service robots is its sophisticated integration of automotive-grade technology with humanoid capabilities. Drawing on Chery’s extensive expertise in autonomous driving, environmental sensing, and control systems, AiMOGA offers comprehensive capabilities in perception, cognition, decision-making, and execution, aligning closely with the innovations seen in XPENG’s advancements in humanoid robotics powered by Iron’s supercomputer intelligence.
At the perception level, AiMOGA employs multimodal sensing to accurately understand its environment and human interactions. By combining visual data (recognizing faces, gestures, and surroundings), audio processing (understanding speech in multiple languages), and environmental awareness, the robot can interpret complex customer behaviors and needs in real-time. This integrated approach allows for more natural interactions than robots that rely solely on voice commands or touch interfaces.
The robot’s execution capabilities are equally impressive, featuring a bionic motion system that enables dexterous hand movements and stable upright walking. These physical abilities allow AiMOGA to perform practical tasks like guiding customers through the showroom, demonstrating vehicle features, serving refreshments, and even collaborating with other robots during peak sales periods to distribute service responsibilities efficiently.
Perhaps most remarkably, AiMOGA’s decision-making layer utilizes Deepseek’s large language models to comprehend natural language and provide personalized, context-aware responses. This means the robot can hold substantive conversations about vehicle specifications, answer detailed questions, and adapt its communication style to match customer preferences – all while maintaining the friendly personality established by the Mornine character.
Real-world implementation and cultural significance
After debuting as a concept in 2023 and appearing at global automotive events throughout 2024, AiMOGA has now entered commercial service at an OMODA C5 JOYSTAR 4S dealership in Kuala Lumpur, Malaysia. This marks a significant milestone in the robot’s development, transitioning from an exhibition novelty to a fully operational sales assistant that engages with customers daily.
In its role as an “Intelligent Sales Consultant,” AiMOGA performs various customer service functions – explaining vehicle specifications, leading showroom tours, answering inquiries, and assisting with navigation around the dealership. The robot’s multilingual capabilities make it particularly valuable in diverse markets like Malaysia, where it can seamlessly switch between languages to accommodate different customers.
The name AiMOGA itself carries cultural and technological significance. As an English term, it combines “AI” (Artificial Intelligence) with “MOGA” (Multi-Objective Genetic Algorithm), reflecting its advanced technical capabilities. In Chinese, the robot is known as “Mo Jia,” with “MO” honoring Mozi, an ancient Chinese philosopher known for precision and critical thinking, while “JIA” represents armor, symbolizing a physical manifestation of mechanical innovation. This thoughtful naming connects cutting-edge technology with cultural heritage, emphasizing Chery’s vision of blending innovation with tradition.
Currently, the AiMOGA Robot is also on display at the 2025 Shanghai Auto Show, where it introduces visitors to Chery’s newest NEV (New Energy Vehicle) models and explains the company’s super hybrid system technology. This high-profile presence demonstrates how robotics is becoming an integral part of automotive brand experiences, potentially setting a new standard for how car companies engage with customers in the future.
