On November 15, the 22nd Guangzhou International Auto Show officially opened. The auto market has entered a phase of stock competition. Chinese new energy vehicles, focused on electrification and intelligence, drive high-quality development in the auto industry. This year’s auto show continues with the theme “New Technology, New Life.” It serves as a barometer for the development of the Chinese auto market. The show collaborates with the global auto industry to create a new era. The event features 78 global debuts, including six from multinational companies. A total of 1,171 vehicles will be on display, with 512 being new energy vehicles. Together, they showcase new technologies and innovations for the new era. Different executives shared their views. Wang Baojun, head of Dongfeng Nissan Passenger Vehicle Company’s Venucia division and deputy head of Infiniti, expressed a desire for the Venucia brand to become a trusted choice for mainstream Chinese families in the new automotive era. He acknowledged that the luxury market is not their strength. However, he aims for Venucia to be a reliable option for hardworking individuals. The following is a transcript of the interview.
Xinhua Auto: Welcome Wang Baojun, the head of Infiniti, to the Xinhua Auto booth. Please share the highlights of Infiniti and Venucia at the Guangzhou Auto Show. Wang Baojun: This year marks Infiniti’s 35th anniversary. Our founder stated, “Infiniti is not a brand for the masses; it aims to be the only choice for a few.” For 35 years, we have upheld this philosophy in our brand, service, and products. At this significant milestone, we showcase three highlights at the Guangzhou Auto Show. First, our booth design incorporates elements of the 35th anniversary. Second, we present the QX60 co-creation concept, tailored for the Chinese market, reflecting our brand’s essence. Third, we offer limited-time rewards for our users. We invite everyone to visit the Infiniti booth at Hall 4.1 of the Guangzhou Pazhou International Exhibition Center. Xinhua Auto: This year marks Infiniti’s 35th anniversary. What actions is the brand taking? Wang Baojun: First, since last year, Infiniti has undergone a global refresh. We updated our logo, overall visuals, and brand statement. Our core values of elegance, infinity, and upward momentum remain unchanged. Second, we prioritize customer service. In China, we have 350,000 passionate owners. We leverage our 35th anniversary to host numerous online and offline owner events nationwide, receiving positive feedback. Xinhua Auto: You also oversee the Venucia brand. We are interested in Venucia’s development this year. We notice the brand gaining traction on Weibo and social media. Its spacious products are well-received. Can you update us on Venucia’s current situation, market performance, and technical highlights? Wang Baojun: We must acknowledge the unprecedented competition and changes in the Chinese auto market over the past couple of years. The industry has transformed significantly, both in competition and technology. Venucia faced challenges initially; few in the industry can say they have thrived. First, let’s discuss market positioning. Qichen has operated for 14 years. As one of the three major brands under Dongfeng Nissan, Qichen has played a key role in the company’s transformation. This shows that Qichen is an innovator in the new energy transition. This positioning has remained unchanged. Qichen targets about 1.3 million customers. Most of these customers are determined and hardworking individuals. We want our brand to be the trusted choice for mainstream Chinese families in the new automotive era. We do not aim for luxury markets. We strive to be the reliable choice for those who work hard. This is our brand positioning. In the past two years, we quickly established our technical roadmap. We introduced three power systems: plug-in hybrid, pure electric, and hydrogen energy. We have built our own platform system for pure electric vehicles. We also developed our smart cockpit system, manufacturing system, and power batteries. Our “three horizontal and three vertical” technical roadmap is now complete. The road ahead is tough, but we will keep moving forward based on our mission. Last month, we launched the new Qichen VX6, a family-oriented SUV. Compared to competitors, it features common smart and personalized elements. Its standout characteristic is its spaciousness. It is the only vehicle globally that can fully convert to a flat bed. Its vehicle system functions are also unique in its class. Starting this month, our sales have shown positive growth, both year-on-year and month-on-month. I believe this trend will continue. Sina Auto: What are your future product plans and layout? Wang Baojun: In the new energy sector, we will continue to explore and advance as a steadfast player under Dongfeng Nissan. This will not change. In the next three years, we will launch about six unique products targeting our customer base and niche markets. Sina Auto: We also have a plug-in hybrid model, the early-released D-V plug-in. How is its current sales and market situation? Are there any upgrade plans ahead? Wang Baojun: The market for independent brands and mainstream plug-in hybrid vehicles is the most fiercely competitive segment. This is a fact. Our plug-in hybrid vehicles have two unique features. First, we are the only one in our class with a 1.5T engine. Our engine is recognized as one of China’s top ten hybrid systems. It offers significant power, earning the nickname “Gatling” for its quick response. Second, our suspension system features a five-link independent suspension. This enhances driving comfort. Market demand is endless. We expect better performance by the end of this year or early next year. Sina Auto: You mentioned that Qichen has built a large user base. What initiatives does Qichen have for user engagement, especially with many new brands closely communicating with users? Wang Baojun: Many manufacturers claim “customer first,” but Qichen wants to go beyond slogans. We were among the first independent brands to connect directly with customers, including through CCS. Our customers are ordinary yet ambitious. They have a simple understanding of happiness, such as taking their kids out for a weekend. Over two years ago, we established the “Qichen Da V Alliance,” and thousands have participated in activities. We create platforms that resonate with our customers’ interests. For example, many enjoy fishing, so we built a fishing platform. The response was quick. This not only brings joy but also allows us to hear customer feedback directly. Listening to customers helps us improve our products and services. Sina Auto: Users can directly contact you or the relevant service person if they have questions about this car. Wang Baojun: If users contact me directly, it means our team has failed. However, they can reach out to the right colleagues. Our app allows for quick feedback. Sina Auto: I noticed some car company apps receive no responses after posting. Users still have to call. You mentioned direct communication, which interests me. If you had to describe this year’s market in one word, what would it be? Wang Baojun: Harsh winds, but the best is yet to come. We need to focus on survival and do our jobs well, like reserves, product planning, customer service, and brand positioning. If we persist, things will improve. Sina Auto: How do you view competition in the market, whether from executives or pricing? Wang Baojun: Competition is rational. We hope to elevate quality, operations, and customer experience. Sina Auto: How do you balance pricing with product quality? Wang Baojun: Existence is rational. The road is long. Each company’s values differ. There are no absolute rights or wrongs; time will tell. We must focus on our path, believe in it, and persist. I believe we will reach greater heights. Sina Auto: One last small question. We focus on building a content ecosystem for specific car supply chains on social media. You mentioned the Qichen model, which resonates well. Can you recommend a reason for buying a specific Qichen car? What is a must-have feature? Wang Baojun: For example, the newly launched Qichen VX6 offers a unique flat bed in its class. You can go wherever you want and enjoy it however you like. Sina Auto: We believe that what truly moves consumers matters, as everyone is making various arrangements. Wang Baojun: The industry is very competitive. I just met Mr. Lei at the auto show. It was hard to find a niche market. Now, it’s not viable anymore. Whether it’s flexible space or flat beds, I am the only one at this level. However, at a slightly higher level, many competitors are launching similar products. It’s really urgent.