After leaving Anker Innovations, where he had spent more than a decade, Xiao Ang took time to travel across the US. He deliberately avoided major cities, steering instead toward Indiana, a state far removed from trendiness.
At the time, capital markets were still absorbing the aftershocks of the previous year’s slowdown. As Anker’s first product manager, Xiao had lived through the golden decade of Chinese consumer electronics going global. At Anker, he rotated through different business units year by year, played a central role in building the company’s product planning system, and directly led business lines that at one point accounted for more than 40% of the company’s revenue. Before leaving, he was the only executive at Anker who simultaneously served as both product director and general manager of a product line.
People expected him to start a company. What they did not expect was that he would enter an industry entirely unfamiliar to him.
That summer, in oppressive heat, Xiao drove across the vast plains of the US midwest, stopping at recreational vehicle factories and wilderness campgrounds rarely visited by Chinese entrepreneurs.
Inside RV factory workshops, modern production lines sat alongside stacks of wooden boards and nails, as craftsmen continued to build mobile homes using traditional carpentry techniques. In dealer repair bays, disassembled vehicles revealed rotting wooden structures, with waterlogged, moldy panels requiring complete replacement. At campgrounds, retirees were content with mobile living that relied on fixed water and power hookups. Younger families, by contrast, shook their heads at setups that effectively lost power once they left the campground, yet had little choice but to accept the reality of scarce electricity and water.
At that point, the puzzle in Xiao’s mind came together. On one side was an aging industry in urgent need of technological renewal, yet constrained by entrenched interests. On the other was a fast-growing generation of consumers whose needs were going unmet. The gap between the two pointed to an opportunity unlike any he had seen before. Amid the dust and heavy air, Xiao decided on his next destination.
Electrifying traditional RVs was not a new idea. But Xiao quickly realized that superficial electric solutions barely addressed the underlying problem. The real pain point was not whether electricity was available, but whether users could enjoy true energy freedom by accessing power that was effectively inexhaustible. With that in mind, Xiao founded Squirrel Power and made a decisive technical choice, adopting a range-extended solution.
He set out to enter a largely overlooked market that adds hundreds of thousands of units each year, with a smart range-extended travel trailer unlike anything before it.
Three years later, his instincts appear well-timed. Smart RVs have since emerged as an active startup category.
In July 2025, Pebble Flow, founded by former Apple employees, began delivering its first camping trailer. In December 2025, Keplo, a smart RV startup founded by former Li Auto employees, announced it had raised RMB 45 million (USD 6.3 million) in angel funding. Separately, a recently departed senior DJI employee is also reportedly preparing to enter the RV segment.
At CES this January, Squirrel Power officially unveiled its first product, the Evotrex-PG5. The company describes it as the industry’s first self-generating travel trailer, designed for extended off-grid use, with a starting price of about USD 120,000.
36Kr spoke with Xiao, who explained how a proven hardware methodology can be applied to a traditional industry, and the thinking behind defining an entirely new RV experience.
The following transcript has been edited and consolidated for brevity and clarity.
36Kr: From the outside, the structure and form of Squirrel Power’s first product look very different from the RVs commonly seen in China.
Xiao Ang (XA): RVs overseas and in China are essentially two different species. Due to regulatory constraints, RVs in China are mostly converted vehicles with a cab-plus-rear-living-compartment layout, which results in relatively cramped interiors. Some users even prefer bringing tents and sleeping outdoors. In markets such as the US, Australia, and Canada, about 90% of RVs are travel trailers. They require no vehicle modification and are mass produced.
We chose travel trailers as our entry point. They have no driver’s cab and must be towed by a lead vehicle, usually a pickup truck. That means the product is fundamentally a living space. Users are buying a pure residential experience, without worrying about driving performance. For us, this significantly reduces R&D and validation costs.
36Kr: RVs combine the attributes of both a home and a vehicle. How did you approach product definition?
XA: At a holistic level, we wanted to create a forest-inspired aesthetic, conveying a sense of immersion in nature while retaining the comfort of home. Take the bed design, for example. It draws inspiration from the idea of a “human cave,” with a strong sense of enclosure that provides safety and shields users from external noise when they are in the wilderness.
We also integrated hidden technology elements into the interior, including a touch panel that serves as the “brain,” mural-style smart speakers, and smart projection systems. These home-like features add ritual and moments of surprise, improving everyday living.
Structurally, we introduced an original design comprising a rear hatch that opens into an outdoor balcony, a feature absent from most RVs on the market. Users can drink tea or fish on the balcony, which significantly expands the scenarios of RV living.
At its core, RV life is about escaping the urban concrete jungle and reconnecting with nature. Traditional RVs might support a single day outdoors. Our goal is to let users live comfortably in remote areas, far from infrastructure, for days, a week, or even longer, just as they would at home.
36Kr: Different users have different ideas of what “home” should look like. How do you handle personalization?
XA: Tradeoffs are essential. As a startup, offering extensive customization would create significant inventory and delivery pressure. Our strategy is to focus on core capabilities that others struggle to provide, such as ultra-long off-grid endurance. As a result, we limit interior styles to one or two options, and exterior colors are also constrained.
We do offer optional packages, such as motorized versus manual awnings, or electric versus manual steps. These can be adjusted during local assembly in the US without increasing inventory risk.
36Kr: Compared with previous-generation RVs, how do you want today’s most influential buyers to view your product?
XA: We often tell investors that we are not creating a simple hardware replacement or a collection of new features. We are creating an entirely new experience that brings the comfort of home into the wilderness. That experience was not possible with traditional RVs.
Our target users are those who embrace glamping as a lifestyle. This market is substantial overseas. In the US alone, out of a population of more than 300 million, 170 million people participate in outdoor activities, 80 million go camping, and there are roughly 14 million RVs in circulation, with hundreds of thousands added each year.
For outdoor enthusiasts, this means venturing deep into nature without sacrificing basic living standards. It represents a lifestyle shift rather than a simple product upgrade.
The RV industry has existed for nearly a century. Without a technological breakthrough, entrepreneurship in this space would be difficult. The spillover of electric vehicle technology has made electrification viable.
Two major trends are converging, a generational shift in consumers and the rise of outdoor culture. People want to stay outdoors longer, which makes water and power fundamental challenges, and that is where our new experience begins.
36Kr: Are these users the same as traditional RV buyers?
XA: Historically, RV users in Europe and the US were mostly retirees over 55. They stayed at campgrounds with water and electricity hookups, effectively living in movable houses. Campground fees range from USD 60–100 per night, adding up to more than USD 10,000 annually. Some sell their homes and live full-time in RVs, forming communities that have existed for decades.
That changed in the post-pandemic period. Younger users are now the core demographic. They reject concentrated campground living and seek isolation in deserts, forests, and coastlines, places without utilities or even cell signals, but rich in natural appeal.
They typically travel in small groups of friends or families, towing trailers loaded with food and offroad gear, and stay outdoors for extended periods. Travel trailers are central to this lifestyle.
For them, water and electricity are the primary constraints. Traditional RVs cannot operate independently of campgrounds. Electrification directly addresses that limitation.
36Kr: How does Squirrel Power’s electrification approach specifically address water and electricity needs?
XA: Traditional RVs are typically equipped with two to three kilowatt-hours of battery capacity. Even with aftermarket battery packs, that usually tops out at around ten kilowatt-hours. By contrast, we adopted a range-extended solution that is already mature in China.
Range-extended vehicle technology in China has reached a high level of maturity, with strong supply availability. By generating electricity through fuel combustion, the range extender can achieve thermal efficiency above 40%. One liter of fuel can generate more than three kWh of electricity. With the 75-liter fuel tank and 43 kWh battery pack we use, the system can deliver up to 270 kWh of usable power, enough for extended off-grid use.
Once you have that level of energy, many things become possible. Users can take hot showers every day, run air conditioning all night, and cook hot meals whenever they want.
Many users, including investors, lack a quantitative sense of how much water and electricity off-grid living consumes. To address this, we developed an off-grid calculator on our website.
Users can input variables such as the number of people, the season, how many meals they cook per day, and how many showers they take. The calculator estimates daily water and power consumption, as well as how many days the PG5 can support those needs.
The example shown reflects a typical sunny summer scenario. Even in that case, daily electricity consumption can reach as high as 30 kWh.
Our design also considers several core scenarios. The first is idle time. Many RVs spend up to 80% of their time parked at home. For younger users who are not retired, the RV can function as a home energy storage unit when idle, supplying power to the household through a wired connection.
The second scenario is energy consumption while being towed. When an electric pickup truck tows a traditional RV, its range can drop by 60–70%. Our RV is equipped with its own motor, which provides auxiliary power during towing and helps extend the lead vehicle’s range.
During transit, the range extender can generate electricity not only for the RV itself but also feed power back to the towing vehicle. In effect, it becomes a power bank for an EV, forming a closed loop of refueling, power generation, and charging that eliminates range anxiety.
36Kr: Beyond the range extender, what other intelligent upgrades have been made to the living space?
XA: Intelligence must ultimately serve user value. For us, that primarily means convenience, comfort, and safety.
For convenience, we have electrified all major controls. Heavy components such as awnings, steps, and the rear hatch can be operated with a single touch. In the future, these functions will also support voice commands and sensor-based activation.
On comfort, climate intelligence is a major focus. The system learns users’ daily habits and incorporates location data from their personal devices to pre-adjust interior temperatures, ensuring the environment is comfortable when they enter.
On safety, we introduced a security concept. The vehicle is equipped with cameras and a sentry mode. We also designed support for Starlink satellite internet, ensuring stable connectivity even in remote areas.
These experiences represent a generational leap compared with traditional RVs, while pricing remains comparable. That is why we believe even 50-year-old users preparing for retirement and driving gasoline vehicles will be willing to choose a Squirrel Power RV.
36Kr: What has been the biggest challenge in realizing these features?
XA: The supply chain. Hardware products always involve tradeoffs. Sometimes the supply chain cannot support what you want. Sometimes it is technically feasible, but the cost is too high. Sometimes the return on investment for new tooling does not make sense.
There are also areas where we had to compromise. Our R&D budget cannot compare with passenger vehicle programs that run into the tens of billions. We cannot afford custom molds for every component. On our first prototype, a single door used seven or eight types of screws in different colors. For someone with obsessive tendencies, that was difficult to accept.
These issues are being addressed over time, but some imperfections will remain.
36Kr: Were there any major technical bottlenecks?
XA: Technically, we are relatively mature. Product capability sits at the intersection of technology, user needs, and the market. You cannot define a product in isolation and then search for technology to support it.
Take the range-extended approach. It was not a spontaneous idea. We first assessed feasibility, cost, and R&D investment from a technical standpoint. Then we evaluated the user value it could deliver. Finally, we studied how much premium the market was willing to pay and analyzed the competitive landscape.
Only after inputs from all three directions did we converge on the final product definition.
36Kr: More overseas players are entering the RV market. How do they differ from Squirrel Power?
XA: Fundamentally, we are not targeting the same users.
Traditional RV manufacturers and pure-electric RV startups mainly serve retirees who still rely on campgrounds. Squirrel Power is targeting an incremental market, younger outdoor enthusiasts seeking deep wilderness experiences.
These are people who already ski, surf, go off-roading, fish, or hunt. Many have never owned an RV. Our product’s off-grid capability allows them to stay outdoors longer, immerse themselves in activities they already enjoy, and do so without sacrificing living comfort.
As a result, they are converted into RV users. This group could be several times larger than the traditional RV user base.
36Kr: In the journey from recognizing a need to making a purchase, what becomes the decisive turning point?
XA: The energy system. It is the variable that changes the rules.
Users broadly agree that energy innovation can reshape the experience. Batteries alone solve only part of the problem. Adding range-extending technology creates a closed loop, and that conclusion came directly from our research.
The second factor is differentiation. Users must clearly understand how a product differs from competitors and whether it offers unique value or is simply another similar option.
36Kr: Which markets are you targeting first?
XA: The US, Australia, and Canada. These regions are sparsely populated and share similar regulatory frameworks. About 90% of RV users prefer travel trailers, with only minor differences. Australia, for example, requires adjustments for right-hand drive, such as door placement.
Our first product is launching simultaneously in all three markets. Later, we will consider high-consumption regions such as the Middle East.
This platform has applications beyond residential use. With sufficient water and power, it can be converted into a food truck, retail vehicle, or tourism vehicle. We are already exploring B2B partnerships for specific commercial scenarios.
In the US, it can also function as an accessory dwelling unit, parked in a backyard as a guest house. This avoids the high cost and lengthy approval process required for traditional ADUs, which typically need municipal permits and foundations.
36Kr: Your RV is priced at USD 120,000. How did you approach pricing?
XA: Our pricing is based on a clear understanding of the market and a long-term roadmap. We also restructured the industry’s profit distribution.
Traditionally, Chinese component suppliers sell parts to OEMs (original equipment manufacturers) with a markup. OEMs sell assembled vehicles to dealers with another markup, and dealers add a final layer before selling to consumers.
We source components directly from Chinese suppliers and assemble the product ourselves, eliminating intermediary margins. Those savings are reinvested into electrification and smart features.
In the US, the average RV sells for around USD 70,000, with some models priced at USD 130,000–140,000. Pure-electric solutions face clear limitations. When an electric pickup tows an RV, its range drops sharply, and the RV itself may lack sufficient power upon arrival.
From a value perspective, there is no reason for us to price below those products. While our pricing is similar, the capability is fundamentally different.
36Kr: How do you balance premium positioning with market expansion?
XA: Scale requires more accessible products, but not by endlessly cutting prices on the same model.
Our first launch is a high-end product intended to establish our technological edge and define our value. After that, we will move downward.
Once the market understands our core technology, a broader group of consumers will want a similar experience at a lower price. By adjusting configurations or materials while preserving the core experience, we can reach a wider audience.
36Kr: Offline experience and service are critical for high-ticket products. How do you convince overseas dealers to take on a new brand?
XA: Beyond CES, we will launch a nationwide RV show tour across the US and organize community events to give people hands-on access.
Dealers focus on sales volume and gross margin. Presale orders demonstrate demand, and our product’s differentiation strengthens our negotiating position.
Product homogenization once favored dealers. Some of that leverage is now shifting back to brands.
36Kr: Why choose a dealer model instead of direct sales?
XA: It comes down to long-term barriers.
Automotive startups pursue direct sales because they cannot meet dealer margin expectations and want control over the user experience. Dealer networks, however, offer established channels, after-sales service, and financing systems.
Industries typically evolve in three stages. First, product-driven competition. Second, channel-driven competition. Finally, brand-driven competition.
The RV industry is far smaller than the automotive sector. As a startup, we cannot rebuild the entire sales and service chain ourselves. Leveraging existing infrastructure is the fastest way to scale.
36Kr: As more electric RV products enter the market, when will competition intensify?
XA: Within one to two years, we will see lower-priced alternatives and unconventional challengers. Only two types pose real threats.
One is premium niche brands that excel at a specific metric. The other is value brands that push costs to the limit.
Our strategy is to anticipate these moves and position products accordingly. The team is already planning a platform-based roadmap. Once we enter that phase, product launches will accelerate.
The real barriers in this industry sit at both ends, R&D and manufacturing on one side, and marketing, channels, and after-sales service on the other.
Chinese companies have historically excelled at manufacturing while relying on platforms like Amazon or Walmart for sales. That model does not work in the RV industry. The second half must be built locally.
That is why we began building a US-based team early, and that is where our advantage lies.
KrASIA Connection features translated and adapted content that was originally published by 36Kr. This article was written by Huang Nan for 36Kr.