The 18th Guangzhou International Auto Show was successfully concluded on November 29, 2020. As the last grand international auto show of the year in the post-pandemic era, Guangzhou Auto Show successfully attracted industry-wide attention. Chinese auto makers, represented by BAIC, resumed work and production in an all-round way amid the normalized prevention against COVID-19, maximizing the advantage of the super-big domestic market and demonstrating the recovering vigor of China’s auto market. At the annual event called the “bellwether” of the auto market, BAIC once again presented its key products with the characteristics of BAIC and showed its resolve to pursue quality-oriented development.   

Display of a Complete Lineup with Self-owned and Joint Venture Brands

In 2020, BAIC highlighted self-owned brands after brand restructuring, with many new products debuted at the Guangzhou Auto Show. At the booth of BAIC, BEIJING displayed its products in a line. BEIJING-X7, X7 PHEV, U7, EU7, EU5 and EX3 made up a complete lineup of the BEIJING brand covering fuel vehicles and electric vehicles and expanding into the hybrid field. Besides, X7, with the body paint customized by BEIJING Auto in cooperation with China Lining, appeared at the booth, too, reflecting the perfect combination between auto design and costume design and between technology and fashion.

BEIJING-X7 PHEV

BEIJING-X7, the edition built with China Lining

BAICORV’s new products, including SUV BJ30 and BJ40 PLUS, were also at the center of the booth. As the latest odd-number product of BAICORV, BJ30 features a hardliner shape, a ground clearance of 215mm and 540°omni-directional images. Priced at RMB106,000 and above, it’s a great choice for those who buy the first off-road vehicle in life. BJ40 PLUS diesel edition, combining the merits of BJ40 and diesel power, is upgraded in appearance design, paint color, body weight, handling, differential lock and wading depth. Besides, BJ40 City Hunter 2020, BJ40 2020, BJ40 Rainforest Crossing and BJ80 2020 were also displayed at the booth, manifesting BAICORV’s hardliner style as a time-honored off-road vehicle brand, and attracting a big number of off-road driving lovers.

BJ40 PLUS diesel edition

BJ30

Joint venture brands displayed three key models at the booth, too. Introducing more intelligent technologies, Beijing Benz brings the next-generation homemade Mercedes-Benz long-wheelbase E-Class vehicle as well as the brand-new GLA SUV, interpreting what luxury travel experience is as ever; the 7th-generation Elantra, which represents the latest car-making technology of Beijing Hyundai, redefines the new values of A-class sedans through futuristic design and frontier intelligent technologies.

The next-generation homemade Mercedes-Benz long-wheelbase E-Class vehicle

The 7th-generation Elantra

Breakthroughs in Core Intelligent Collectivity Technologies

At the auto show, BAIC Research Institute showed the valet parking application targeted at high-level autonomous drive demonstration areas in Beijing, which drew much attention, and the intelligent technology is expected to be widely used in mass-produced models in the future. The 5G-based remote driving technology was also displayed at the auto show. Relying on big 5G bandwidth, low time delay and high reliability, it enables omni-directional monitoring and intelligent remote control through the remote intelligent driving platform.

In recent years, BAIC has driven quality-oriented development through innovation, and, based on BAIC Research Institute, the National New Energy Vehicle Technology Innovation Center, New Energy Test Center and 1873 Davison Innovation Lab, carried out a series of research projects to achieve breakthroughs related to intelligent connectivity, energy conservation and new energy technologies.

BAIC has been fully aware of the pace of intelligent connectivity, as intelligent and connected automobiles have been prospering worldwide, and entered a critical period of intensive development. As BAIC Party Committee Secretary and Board Chairman Jiang Deyi said, all players need to be down-to-earth, and take intelligent connectivity to a higher level in multiple aspects including technological innovation, product upgrade, ecological prosperity, and transport optimization.  

At the next stage, BAIC will remain focused on intelligent technologies, intelligent products, intelligent ecology and intelligent transport, and work to build five core technological platforms respectively related to autonomous drive controllers, intelligent driving algorithm, 5G connectivity, IoV big data and Ethernet secure gateway in the 14th Five-year Plan period, and achieve the mass production of L4 autonomous vehicles and the mature development of the L5 fully autonomous driving technology by 2025.

More Fun and Upgraded Maketing  

BAIC offered many preferential car purchase policies during the auto show. Moreover, following the “livestreaming Beijing Auto Show” in September 2020, on the first day of the Guangzhou Auto Show, BAIC launched livestreaming on douyin again in collaboration with auto media. Three professional “car commentators” each having more than 1 million fans on douyin kept moving on the booth and interacted with workers, interpreting BAIC products from a perspective closer to application scenarios, sharing test drive experience at the site and providing vivid suggestions to viewers concerning the selection and purchase of cars. Data shows the three livestreaming processes saw more than 15,000 pieces of viewer comments and over 700,000 likes.

Moving car viewing online is a focus of BAIC’s marketing transformation this year. From the livestreaming of health products at the beginning of the year to the livestreaming of the Guangzhou Auto Show, BAIC has been increasingly expert at livestreaming , which offers a new channel for consumers to learn about BAIC’s products that goes beyond space and time, makes 2020 the first year of livestreaming to BAIC and allows consumers to view and purchase cars at home.

Besides the livestreaming of car display, BAIC also arranged an off-road “card-punching” trip in the off-road product exhibition section. That attracted a big number of visitors: with a BAICORV passport, they could join “card-punching” interactions including BJ30-Hardliner, BJ40 2020-External Off-road Experience, BJ40 Rainforest Crossing-Getting Rid of Extreme Difficulty, BJ80 2020-Superb Craftsmanship and Off-road Cultural Creativity.

At the 2020 Guangzhou Auto Show, BAIC presented a different style with a refreshed brand, upgraded products and innovative marketing, and demonstrated the confidence that BAIC will do increasingly better at Guangzhou Auto Show. In the future, BAIC will seek for changes through innovation, and continue to improve brand power, product power and marketing power, in a bid to open up a new prospect for the quality-oriented development in the 14th Five-year Plan period.