Chery's AiMOGA robots to become dealership assistants

Chery demonstrated its AiMOGA robotic duo – the humanoid Mornine and the four‑legged Argos – to illustrate how automotive AI could assist showroom staff with greeting visitors, directing them around the floor and explaining vehicle features, potentially reshaping dealer‑customer interaction.

Key takeaways

• Chery presented two AI robots for dealership use.
• Mornine handles human‑like greetings and explanations.
• Argos offers mobility for floor navigation assistance.

AiMOGA robot lineup

The AiMOGA series includes Mornine, a bipedal humanoid designed to mimic natural conversation cues, and Argos, a quadruped platform built for moving around tight showroom spaces. Both are powered by Chery’s proprietary automotive AI software, which integrates speech recognition and vehicle data.

The robots were displayed side by side, highlighting contrasting forms but shared functionality. Mornine’s upright posture enables eye contact, while Argos’s low centre of gravity allows it to weave between parked cars and display units.

Capabilities demonstrated

In the preview, Mornine greeted a mock customer, introduced the latest model, and answered technical questions using real‑time data from Chery’s vehicle database. Argos followed, escorting the visitor to the vehicle, pointing out key features via on‑board screens and motion cues.

Both robots could operate autonomously for extended periods, handling multiple visitors sequentially. The AI system adapts its language based on the customer’s profile, offering a personalised experience without human intervention.

Potential impact on showroom operations

Dealers could deploy the robots to free sales staff for higher‑value tasks, such as negotiating deals or building relationships. By handling routine enquiries, the robots may reduce waiting times and improve first‑impression quality.

Implementation would require integration with existing CRM and inventory systems to ensure the robots provide accurate, up‑to‑date information. Training staff to manage and troubleshoot the units would also be essential.

What this means for dealers

Adopting AiMOGA robots could give dealers a competitive edge by showcasing technological innovation and enhancing customer engagement. Early adopters may attract tech‑savvy buyers and differentiate their showrooms from rivals.

However, cost, maintenance and data security considerations must be evaluated. Dealers should assess ROI based on expected labour savings, increased sales conversion and brand perception before committing to large‑scale deployment.

Frequently asked questions

How do the AiMOGA robots interact with existing dealership software?

The robots connect to Chery’s AI platform, which can be linked to a dealer’s CRM, inventory and pricing tools, allowing them to retrieve live vehicle data and customer information during interactions.

What training is required for staff to manage the robots?

Staff will need basic instruction on operating the robot control interface, troubleshooting common issues, and updating the AI’s knowledge base, typically delivered through a short on‑site workshop.

Can the robots handle multiple customers at once?

While each robot engages one visitor at a time, a dealership could deploy several units simultaneously to cover different areas of the showroom, scaling assistance as footfall increases.