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Home > News > Company News

Upgrading BAIC Group’s Self-owned Brand, Releasing New Brand IP of “Driving and Enjoying the New Ecology”

On the evening of April 23, the “Driving and Enjoying the New Ecology - BAIC Motor New Brand IP Conference” was held in BAIC Motor Industry Research and Development Base. Xu Heyi, Chairman of BAIC Group, officially released BAIC Motor’s new brand IP to more than 300 media reporters and guests. Besides, concept cars OFFSPACE SUIT, BJ40 PLUS, BJ80 EVEREST, and a new generation of X55 were released in the evening and became the focus of media attention.

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According to Xu Heyi, the strategy of “Driving and Enjoying the New Ecology” is the beginning of the brand rejuvenation of BAIC Motor, which will fully realize the resonance with the new generation of consumers’ emotions and values. Through the construction and improvement of the new ecology, the brand power of BAIC Motor will be activated, and its product power will be improved. By showing the new value of “Driving and Enjoying the New Ecology”, BAIC Motor has demonstrated its innovative conception for enhancing brand power.

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Subverting Traditional Business to Create an Ecological Travel Experience and Value in Digital Era

"Driving and Enjoying the New Ecology" is a new brand IP based on the trend of consumption upgrade and rejuvenation in the digital era, which is committed to create a new model of travel experience. Among them, “driving” refers to the integration of BAIC’s 60-year off-road technology accumulation, SAAB’s powerful operating technology and BAIC MB-tech’s technical advantages, creating a car product that is full of driving pleasure. This will become a distinct attribute of BAIC Motor’s products. “Enjoying” refers to the enjoyment of unique life experience and value recognition, establishing a unique spiritual culture as well as value and service label based on the new generation. “New Ecology” is the top eco-partner resources that BAIC Motor will introduce in education, culture, tourism, sports, medical and other phenomenon-level trends to bring the full-context travel and life service experience for the new generation.

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World Premiere of OFFSPACE SUIT Concept Car, Exploring “Full-context Driving and Enjoyment”

BAIC Motor launched its newly developed concept car OFFSPACE SUIT on that night. “It is the future of BAIC Motor,” said Lowie Vermeersch, design director of the design center of BAIC Research Institute, “it represents the future design philosophy and technology roadmap of BAIC Motor.” Its overall design is like a set of upscale, accurate and stylish suits. It blends exquisite appearance style and novel side proportions with BAIC Motor’s classic design elements. It combines the pleasures of driving and enjoying, offering consumers the joy of driving and control, the convenience of mobile business office, as well as quality time in the car. The human-computer interaction system has integrated abundant APP functions, allowing users to experience the fun of driving and enjoying, but also enjoy the value of the full-context traveling.

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Releasing Three Production Models, Preselling BJ40 PLUS

In 2018, BAIC Motor will accelerate the introduction of products in its 2.0 era, and plans to introduce four models to meet with consumers, namely the new generation of X55, BJ40 PLUS, BJ80 EVEREST, and a brand-new B-Class sedan based on OFFSPACE platform.

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The new generation of X55 is a mainstream A-Class SUV designed specifically for new eco-friendly youths under the guideline of “Driving and Enjoying the New Ecology”. It is positioned as a new ecological cockpit to bring a whole new driving enjoyment and pleasure. The new car adopts eye-catching shape design and German luxury suspension interior style. It is equipped with a new generation of voice interaction system to achieve precise control of the hardware. Using 1.5T+CVT/6MT golden power combination with British racing chassis timing, its control far exceeds the same level. It is also equipped with ADAS active security system and other various intelligent security configurations to build the ultimate security beyond the C-NCAP five-star level.

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As an all-terrain explorer, BJ40 PLUS boasts a high level of trafficability, a product that covers all terrains, the whole life scene, and the full-use functions. The new vehicle is equipped with a professional non-loaded body and a four-wheel-drive system, which is more powerful in off-road performance. Besides, it is equipped with a newly upgraded spiral spring independent front suspension, 10-inch large screen, and 12-inch full LCD instrument and other luxury technologies, effectively balancing cross-country ability and comfort.

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BJ80 Everest is a masterpiece of the evolution of high-end off-roads vehicle in China, a full upgrade of luxury and comfort. Its interior is covered with a large area of Nappa leather, equipped with two independent luxury seats to provide confortalbe and pleasant travel experience. Blue car body with a white roof echoes with the snow-capped Mount Everest, symbolizing BJ80 EVEREST professional, high-end and luxurious style, implying its leading status in the off-road market.

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The brand-new strategy of “Driving and Enjoying the New Ecology” marks that BAIC Motor has officially started a new journey of “transforming travel experience operators” and “brand rejuvenation and upgrading”. BAIC Motor will gradually improve the product layout to full of “driving pleasure” and a broader eco-environmental scenario to provide younger generation users with a younger, tasteful and multi-scene trip experience and value. In the digital era, the automotive industry will undergo tremendous changes. BAIC Motor will seize opportunities to open a new and ascending chapter.

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