AsianFin -- Su Jing, former CEO of Meizu Group, has founded Astraux, an overseas startup that focuses on micro electric vehicles, AI-powered companion robots, and AI glasses. The company made its official debut at IFA 2025 in Berlin, positioning itself squarely in the hottest segments of consumer tech.
Su is not alone in this new endeavor. He is joined by Chen Siying, former COO of Polestar Technology, and Xie Sheng, a former Xiaomi executive, both of whom now serve as Astraux co-founders. The team brings deep experience in automotive design, AI hardware, and supply chain operations—expertise that could help Astraux accelerate its market entry.
Image source: Astraux social media platform
For now, Astraux is focusing on overseas markets, particularly in Europe, where supportive policies and urban transport challenges are fueling demand for compact electric vehicles. According to corporate registry data, however, Su still holds a 55% stake in Maktoum Technology (Shenzhen) Co., Ltd., which has applied for seven Astraux-related trademarks in China. These cover categories ranging from electric vehicles and scooters to home appliances and robotic devices, suggesting that Astraux is keeping its long-term options open.
At its Berlin debut, Astraux introduced three flagship products: a micro electric vehicle, an AI companion robot, and AI glasses.
The micro EV stole the show. Market research from QYResearch projects that the global microcar industry will reach $56.14 billion in 2024, with growth to $67.02 billion by 2031, at a compound annual rate of 2.6%. In Western Europe, subsidies covering up to 30% of purchase prices have boosted demand, with sales up 50% year-on-year in 2024.
Astraux’s entry aims to tap into that momentum. The compact vehicle can be legally driven by anyone aged 14 and older, making it accessible to a wider range of consumers. Key design features include automotive-grade safety structures, panoramic sunroofs, round headlights, and 360-degree visibility. The car comes in 99 customizable colors plus seasonal editions, with early bird pricing starting at €5,990. A front-facing camera, an in-car projector, and “Sentry Mode” surveillance highlight its blend of practicality and tech appeal.
While EVs remain Astraux’s core product, the startup is also moving into consumer AI hardware.
The company unveiled Aimon, a spherical AI companion robot designed to interact emotionally with users. Equipped with a display that shows a virtual avatar, Aimon can respond to touch, voice, and even detect moods, holidays, and weather. Multiple units can interact with each other to reveal “Easter eggs,” encouraging social use. Priced at €89, the device enters a rapidly growing market. Ark Invest estimates the AI companion robot sector will expand from $13.4 billion today to between $70 billion and $150 billion by 2030, with a staggering compound growth rate of more than 200%.
Astraux also introduced its own take on AI glasses, one of the most competitive areas in wearable technology. The company’s sunglasses-style device includes an 8-megapixel first-person camera and real-time translation capabilities powered by the ChatGPT model. At €79, the product undercuts offerings from larger tech rivals while positioning itself as both fashionable and functional.
For Astraux, the combination of an experienced founding team, product diversification, and entry into Europe’s EV-friendly market provides a strong launchpad. The company also benefits from aligning with two of the fastest-growing global trends: the push toward clean urban mobility and the rise of AI-enabled consumer devices.
Still, challenges loom. The micro EV segment is increasingly crowded, with both traditional automakers and startups competing for market share. Consumer AI hardware—particularly companion robots and AI glasses—has proven notoriously difficult to scale, with many devices struggling to move beyond early adopters.
Analysts note that Astraux will need to invest heavily not just in product innovation, but also in brand building, distribution channels, and after-sales services if it hopes to stand out. The startup’s success may depend on whether it can translate design flair and early buzz into sustainable demand.
As one observer put it: “The product strength is necessary, but not sufficient. In today’s crowded markets, startups need staying power.”
