Home retail giant Haier rumored to acquire car media platform Autohome · TechNode

Haier Group is reportedly planning to acquire a controlling stake in Autohome, and initiate layoffs of up to 30% by January. Haier’s control is expected to bring significant changes to Autohome’s management and retail team.

Rumors about Haier entering the car industry have circulated since August 2022, when reports suggested the company was exploring OEM manufacturing. Haier Capital has previously invested in automotive-related firms, including PATEO and Tongming Hi-Tech. In 2021, Haier signed strategic agreements with automakers SAIC and Geely to join the automotive ecosystem.

Haier denied plans to produce cars, citing its focus on building industrial internet platforms to support digital transformation in the automotive supply chain. Industry analysts speculate the acquisition could address challenges in Haier’s appliance business and Autohome’s competition in the media sector.

Financial reports show Haier Smart Home, a key subsidiary, recorded revenue of RMB203 billion ($28 billion) in the first three quarters of 2024, up 2.2% year-on-year, with net profits rising 15.3% to RMB 15.15 billion ($2 billion). Autohome’s Q3 revenue reached RMB 1.77 billion ($24.4 million), up 3.1%, driven by a 54% growth in advertising income from new energy brands. The report was first published on the auto blog Hong Party, but the post has since been deleted. [TechNode reporting]