BAIC Motor launches new brand strategy

BAIC Motor launched its all-new brand strategy named “new driving enjoyment ecosystem” on April 23. Meanwhile, the company signed cooperation agreements with Tencent, Peking University, J.D.Power, Modernsky and BAIC Mobility as its first batch of eco-partners.

Auto China 2018, BAIC Motor new brand strategy, BAIC Motor new models

Xu Heyi, chairman of BAIC Group, said that the new strategy is different from traditional auto business modes. Currently, there are three representative business modes, conventional automakers, mobility solution providers and car-sharing service providers. Unlike all of them, BAIC Motor, positioned itself as a mobility experience operator, is a new business mode pioneer. The new ecosystem the company aims to build will include various strategic resources like hiking clubs, region-based tourism communities as well as homestay platforms. Besides, spokesmen and media resources will also be employed for the new ecosystem building.

In addition, BAIC Motor showcased three mass-produced models at the strategy launching ceremony, including the new-generation BAIC Senova X55, BJ40 PLUS and BJ80 EVERST, which are all expected to go on sale this year and unveiled the all-new concept model OFFSPACE SUIT as well.

Positioned as a luxury crossover, the OFFSPACE SUIT concept model is equipped with various human-machine interaction systems and L4 autonomous driving system.

Auto China 2018, BAIC Motor new brand strategy, BAIC Motor new models

The new Senova X55 features a round air conditioner outlet and adopts a large-sized floating liquid crystal display for its console. Besides, the new model will be powered by a BAIC self-developed 1.5L turbocharged engine.

Auto China 2018, BAIC Motor new brand strategy, BAIC Motor new models

Compared with the existing model, the BJ40 PLUS not only has been redesigned in exterior, but also adopts an all-new layout inside. The new model will be powered by a 2.0L or 2.3L turbocharged engine. Both BJ40 PLUS and BJ80 EVEREST will hit the market in May this year.