On November 22, at the Guangzhou Auto Show, BEIJING brand brought 4 electric vehicles and 4 fuel vehicles, including BEIJING-EU7 and BEIJING-U7 from Beijing Automotive, produced by BAIC New Energy, which is the first appearance of the brand on a large auto show after its official release. It is also the first time for the brand to jointly exhibit pure electric and fuel vehicles.
At the press conference, Xu Heyi, Secretary of the Party Committee and Chairman of BAIC Group said, “BEIJING brand will seize the historic opportunity for Chinese automobiles to go global, break the boundaries of territories, and open up a new road of global autonomous automotive brands. At the same time, we will also seize the key opportunities of technological and model revolutionary changes, create a new image of Chinese brands “overtaking on the switch”, and lead the brand to the new development trend of innovation.”
On the first day of the auto show, BEIJING brand system explained the strategic layout of the new brand, elucidated the brand-new innovation and forward-looking technology, and officially launched the “55-degree Service” for the brand’s new service concept.
As the central brand created by BAIC Group to integrate the product and technology resources of BAIC New Energy and Beijing Automotive, and represent the “new” in BAIC’s “high, new, special” strategy, the first appearance of BEIJING brand in Guangzhou Auto Show represents the core platform of BAIC Group’s autonomous passenger vehicle business, which will promote comprehensive innovative development with new energy and new technology as the core.
As the most important autonomous passenger vehicle core platform of BAIC Group, BEIJING brand will firmly implement the “dual-drive” strategy of comprehensive electrification and intelligent networking, create a spectrum of products based on traditional fuel and new energy vehicles, focus on the continuous upgrading of products, and comprehensively promote deep empowerment of intelligent driving and intelligent networking.
In this auto show, BEIJING brand exhibited 8 models, including 4 pure electric vehicles such as BEIJING-EU7, BEIJING-EU5, BEIJING-EX3, BEIJING-EX5 produced by BAIC New Energy and 4 fuel vehicles including BEIJING-U7, BEIJING-U5, BEIJING-X3, BEIJING-X5 produced by Beijing Automotive. These 8 products cover two major areas of electric and fuel products, including A0 to B level, and encompass two major categories of SUV and sedan.
The BEIJING brand carries the lofty expectation of “From BEIJING, to the world, towards the future” of BAIC Group. As Xu Heyi said, “The new BEIJING brand takes “becoming a leader in the new four revolution of the automobile industry and safeguarding the human’s dream of a beautiful journey” as its mission, and is committed to creating automobile products that exceed expectations for the “younghearted generation” with excellent quality and caring for people’s livelihoods. It also aims to create value with travel and fully realize the strategic goal of making BEIJING a “world-class green intelligent travel and technology innovation brand.”
New Technology: The BEIJING brand will invest RMB 20 billion to build two major platforms, BE22 and BMFA
At the press conference, Liu Ming, Assistant President of Beijing Automotive Group and Executive Vice President of Automotive Research Institute, elaborated on the innovative and forward-looking technology of the BEIJING brand. He said that the technology innovation of the BEIJING brand is not only about exploring technology but also about “giving technology warmth and giving products a soul”.
The warmth and soul of the BEIJING brand’s technology are first reflected in the evolution of intelligent vehicles.
The BEIJING brand adopts a new generation of intelligent electronic architecture (E/E architecture) and integrates intelligent driving and intelligent interconnection into the intelligent cockpit, becoming a living and responsive human-machine interactive community. Based on C-V2X ubiquitous perception technology, 5G-based high-concurrency vehicle interconnection processing mechanism, and technology innovation based on driving habits and life recognition, every vehicle becomes a unique individual with high-level intelligence.
The warmth and soul of the BEIJING brand’s technology are also reflected in the evolution of vehicle safety and experience. Intelligent comprehensive driving assistance, multi-distance detection decision warning, reliable passive safety configuration, and reasonable energy absorption structure will make the future products of the BEIJING brand reach new heights of active and passive intelligence integration.
The world’s leading new energy three-electricity technology experimental verification center and cooperation with Mercedes-Benz on verification standards ensure the battery safety of BEIJING brand’s models at the source. Furthermore, the BEIJING brand will also use technologies such as in-car biometric sensors, infrared cameras, and artificial intelligence algorithms to bring intelligent health experiences to users. By adopting technologies such as the CDC technology for active obstacle avoidance, user-friendly intelligent air conditioning, electronic vector wind technology, zero-gravity air seats, and others, it will create intelligent and comprehensive comfortable experiences for users.
Looking to the future, BEIJING brand will gather the research and development strength of over 10,000 people from BAIC Group, invest 20 billion yuan in research and development in the next 5 years, and make all-out efforts to build the high-end pure electric exclusive BE22 platform and the BMFA platform with deep integration in the field of gasoline-electric hybrid.
At the press conference, Liu Ming also revealed that BEIJING brand is developing a new generation of dedicated hybrid powertrain and hybrid system, with a pre-researched thermal efficiency of up to 42.5%, and has established an independent hybrid powertrain VCU vehicle control platform.
New Service: “55-Degree Service” Warms your Heart
Based on the stronger current service system after the integration of BEIJING brand, and the more personalized service needs of users in the new era, BEIJING brand officially launched the new service concept of “55-degree Service” at the Guangzhou Auto Show.
According to Peng Youlin, Vice General Manager of Marketing Committee of BAIC Group, the new service concept of “55-degree Service” of BEIJING brand contains two “5”s in its connotation. The first “5” represents that the new BEIJING brand wants to provide “warm/depth/height/speed” service with temperature, that is, devotes to expanding the breadth, depth, height, speed, and temperature of customer service.
In terms of breadth of service, BEIJING brand will build the “My BEIJING+” cross-border cooperation project, which will not only cooperate with Huaxia Travel to build a terminal travel service system covering major key hubs of railways, highways, and airports, but also carry out cross-industry cooperation to create an open service platform covering automotive sales and services, clothing, food, housing, travel, entertainment and other aspects.
In terms of depth of service, BEIJING brand will innovate business models and build the “My BEIJING ╳” global cooperation project, and launch customized services for the private market and the operation market respectively.
In terms of service speed, BEIJING brand will provide users with 7*24, 365*24 hours of all-weather, all-cycle smart and economical butler-style service, and establish a service network system of more than 550 outlets to achieve nationwide and comprehensive coverage.
In terms of service height, BEIJING brand stands at the “height” of the new era of interconnectedness and innovation without boundaries, and launches service apps such as Charging Bar and Smart and Economical Butler, dedicated to creating a digital service community covering basic services such as operation, charging, maintenance, and extension services such as information and social networking.
In terms of service warmth, BEIJING brand emphasizes that services should return to their roots and use warmth to directly touch people’s hearts. The brand new service concept of “55-degree Service” will gather a group of warm-hearted people to do something warm-hearted together and provide customers with a warm-hearted service similar to 55-degree warm water, 55-degree wine, 55-degree soft light, and the warm service of the north latitude coast.
The second “5” of the brand new service concept of “55-degree Service” of BEIJING brand represents the “five-star” butler-style service that the new BEIJING brand is committed to creating. In the development process, the service system of BEIJING brand has accumulated a profound reputation.
From 2015 to 2018, BEIJING brand had won the first place in the “New Energy Vehicle User Satisfaction” of CACSI (China Association for Quality) for four consecutive years. The brand new service concept of “55-degree Service” of BEIJING brand will further solidify this golden reputation and create a five-star service that satisfies consumers.In the star-studded Guangzhou, the BEIJING brand showcased its full range of models, forming a galaxy of vehicles. With the launch of a new brand, new technology, and new services, the BEIJING brand shines with the innovation that has accumulated over a century of BAIC Group’s car-making experience. The comprehensive brand upgrade at the auto show marks a solid step for BAIC’s self-owned brand to move “From BEIJING to the world, towards the future”, injecting new vitality and upward momentum into the industry and market.
This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.