Chinese technology company Meizu has announced its return to the global market, unveiling its strategy at the Mobile World Congress (MWC) in Barcelona.
Mr Gu Binbin, Executive Director of Overseas Business at Meizu, discussed the firm’s international expansion plans, its “smartphones + XR + smart cars” ecosystem, and its focus on artificial intelligence (AI) as a key driver of future innovation.
Global market ambitions
Meizu has built a strong following in China and beyond, making its global re-entry a highly anticipated move. Mr Gu emphasised the company’s two-pronged approach to expansion, which balances market demand and technological innovation.
“We now operate in over 30 countries and regions across Asia-Pacific, Latin America, the Middle East, Central Asia and Europe,” he said. “Each market requires tailored solutions, so we adopt a ‘Global Vision, Local Execution’ approach, ensuring marketing, R&D, and customer support align with each region’s unique dynamics.”
The company intends to strengthen its presence in existing markets while also seeking new opportunities for growth.
A unified smart ecosystem
Meizu’s competitive differentiation lies in its “smartphones + XR + smart cars” ecosystem, which aims to integrate mobile devices, extended reality (XR) technology, and intelligent vehicles into a seamless digital experience.
At the core of this strategy is Flyme AIOS, a system designed to connect smartphones, XR glasses, and cars. This enables features such as:
- Seamless navigation: Routes set on a smartphone can be synchronised to a car’s central control system and XR glasses.
- Real-time translation: XR glasses can transcribe and translate meeting notes, syncing them with mobile and desktop devices.
- AI-powered driving assistance: Smart cars can adjust routes based on a user’s schedule.
By merging multiple digital touchpoints, Meizu aims to enhance both productivity and user experience.
AI at the heart of innovation
Meizu has embraced an “All in AI” strategy, placing artificial intelligence at the centre of its product development. AI-powered features include:
- Enhanced smartphone functions, such as improved photography, personalised recommendations, and advanced voice assistance.
- XR innovations, including AI-driven real-time translation and conference assistance.
- Smart car integration, with Flyme Auto providing AI-powered infotainment and navigation.
A key driver of this ecosystem is Meizu’s collaboration with Geely Group, which has accelerated the adoption of Flyme Auto. The system, already installed in over 500,000 vehicles, recorded sales of 132,000 units in January 2025, making it China’s best-selling smart cockpit OS.
Flyme Auto has also expanded internationally, adapting to 22 vehicle models across brands such as Geely and LYNK & CO. It is now available in regions including the Middle East, Eastern Europe, and Asia-Pacific.
Future expansion
Meizu, now part of DreamSmart Group, is positioning itself as a leader in AI-powered smart ecosystems across smartphones, XR, and smart cars.
Looking ahead, the company plans to deepen its global presence, continue investing in AI innovation, and offer advanced technology solutions to consumers worldwide.
