China auto chiefs reinvent themselves as influencers via livestreams

Xiaomi, Nio leaders and others turn to social media as price war accelerates

Xiaomi founder Lei Jun, left, shows one of the company's cars to Spanish Prime Minister Pedro Sanchez in Beijing on April 13. The executive is also no stranger to using social media to tout the automaker's products.  © Reuters

HONG KONG -- Auto executives in China are racing to reinvent themselves as social media influencers, as cut-throat competition in the world's largest car market forces them to step out of boardrooms and into livestreams, memes and attention-grabbing stunts.