On November 15, the 22nd Guangzhou International Auto Show officially opened. The automotive market has entered a period of competition. Chinese new energy vehicles, focused on electrification and intelligence, now drive high-quality development in the 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 automotive market. The show collaborates with global industry players to usher in a new era. The event features 78 global debuts, including 6 from multinational companies. A total of 1,171 vehicles are on display, with 512 being new energy vehicles. They showcase new technology and innovations of the era. Executives shared their views. Chen Dexuan, Deputy General Manager of Beijing Automotive Sales Co., stated that competition in the mid-to-large SUV segment is fierce. Both new players and traditional fuel companies invest heavily in this area. New players leverage new energy technology to enhance SUV features and functions. However, they have limited experience in off-road technology. Traditional automakers excel in off-road performance but are just beginning to explore new energy. Beijing Automotive has found its niche between traditional and new energy, as well as off-road and SUV segments.
Chen Dexuan: Hello everyone, I am Chen Dexuan from Beijing Automotive. Sina Auto: Mr. Chen, we see that Beijing Automotive is performing strongly this year. I noticed a star model, the BJ30. Since its launch in May, its sales have soared. What do you think is the main reason for its popularity? Chen Dexuan: In October, BJ30 sold 6,697 units, marking a 20% increase from September. This is our fifth consecutive month of growth since May. For a new lightweight off-road vehicle, maintaining over 5,000 sales per month is quite impressive in today’s competitive market. The BJ30’s success comes from several factors: its boxy shape, spaciousness, fuel efficiency, and price. First, consumers see boxy designs as a trend this year. Various platforms in the industry will introduce boxy products. Second, the BJ30 offers a large space. It measures over 4.7 meters in length and has a wheelbase of over 2.8 meters. Its size rivals that of mid-size SUVs, providing a spacious visual experience. Third, it has low fuel consumption. The Ministry of Industry and Information Technology reports a combined fuel consumption of over 6 liters. Since its launch, we have organized many fuel-saving contests with owners. Many drivers have shared their fuel consumption data with us. During peak hours in Beijing, summer traffic jams, or highway driving, many achieve fuel consumption below 4 liters, even lower than the official report. Fourth, price is a critical factor in today’s market, whether for consumption upgrades or downgrades. During its pre-sale, the BJ30’s price for the Magic Core Electric Drive Advanced Edition was 156,900 yuan (21670$). After its launch on May 22, the price dropped by 20,000 yuan (2760$) to 136,900 yuan (18900$). Customers also received an 8,800 yuan (1220$) gift package and enjoyed manufacturer subsidies for trade-ins. The overall transaction price was over 120,000 yuan (16570$). This price, combined with the vehicle’s size, spaciousness, and boxy appearance, resonates well with customers. From a product perspective, we position the BJ30 as a light off-road SUV. It performs well off-road. Recently, we climbed a peak at 4,800 meters. The BJ30 meets user needs for off-road scenarios. In summary, the BJ30 features a boxy design, spacious interior, low fuel consumption, and an affordable price. Its product strength aligns with customer expectations, driving its popularity. Sina Auto: Mr. Chen, your analysis is insightful. As an owner of the old BJ80, I am particularly impressed by the low fuel consumption of the large BJ30. We tested the vehicle, and the front seats can recline, which is very appealing. The second question concerns the BJ60 Thunder Edition. It has gained significant market attention. Can you analyze its competitiveness? Chen Dexuan: We originally positioned the BJ60, starting with the fuel version, as the “first car for long-distance travel.” Recently, during the return of Shenzhou 18, the BJ60 served as a support and rescue vehicle, celebrating the heroes’ return and boosting its popularity. The BJ60 Thunder launched on August 20. It is the first vehicle from Beijing Automotive in the extended-range technology segment. Initially, some owners and online users had questions about it. Beijing Automotive has a 65-year history in vehicle manufacturing, particularly in off-road vehicles, which assures its performance in fuel versions. While the company is now venturing into new energy vehicles, many had doubts. Recently, we demonstrated the BJ60’s performance. We struck its chassis with a one-ton weight, submerged the vehicle in a -40°C pool for 42 hours, and dropped it from a height of 5 meters. It continued to operate normally afterward. This year, we tested the climbing ability of the BJ60 Thunder. We had the BJ60 Thunder Magic Core Electric Drive version tackle a 40-degree slope. Whether it’s a pure off-road vehicle or an SUV, a 40-degree slope is still challenging. The BJ40 demonstrated a 45-degree slope, while the BJ60 Thunder showcased its overall climbing ability on the 40-degree slope. This series of tests proved to car owners and online users that Beijing Automotive’s off-road vehicles in the new energy sector can still deliver strong off-road capabilities. Secondly, the BJ60 found its niche. The competition among mid to large SUVs is fierce. Both new players and traditional fuel vehicles invest heavily in this segment. New players amplify many SUV features and functions using new energy technology but have limited off-road experience. Traditional car manufacturers excel in off-road performance. Many are just starting in the new energy sector. The BJ60 Thunder occupies a space between traditional car manufacturers and new energy, as well as between off-road and SUVs. Thirdly, the BJ60 Thunder meets customer demands. During internal discussions, we talked about the need for everything. Customers want full off-road performance, comfort, spaciousness, low fuel consumption, and an affordable price. The BJ60 Thunder fulfills these requirements. We conducted various events to demonstrate its off-road capabilities. Climbing ability is a crucial indicator for off-road vehicles, and the BJ60 Thunder easily handles a 40-degree slope. For comfort, both front and rear seats have massage functions, exceeding customer expectations. The vehicle is spacious, measuring over 5 meters in length, providing ample visual space. In terms of fuel consumption, the Ministry of Industry and Information Technology reports a combined consumption of just over 1.3 liters per 100 kilometers, with low fuel consumption in electric mode at around 8 liters. Overall, it boasts the lowest fuel consumption in its class according to industry statistics. The base model of our car has a guide price of 259,800 yuan (35880$). Customers will receive a 10,000 yuan (1380$) gift package upon visiting the store. The car also qualifies for a green license plate, exempting it from purchase tax. If customers have an old car, they can enjoy the national trade-in subsidy. Overall, the final price remains quite reasonable. The BJ60 Thunder maintains high popularity due to these factors. Sina Auto: Mr. Chen understands his product well. His analysis is thorough. From what I know, the strength of BAIC’s electric drive models comes from the unique Magic Core 3×3 super drive solution. Can you share the features of this solution? How will it apply to BAIC’s future products? Chen Dexuan: You mentioned 3X3, so you seem well-informed. BAIC is recognized for its off-road performance. We aim to align with the country’s new energy development. We leverage electric drive technology to merge off-road capabilities with new energy. I often discuss a term: we found the optimal solution for off-road new energy. Many times, we view tasks as mathematical problems, seeking the right answer to solve them. In this technical field, BAIC has found the optimal solution for off-road new energy. The “3” in 3X3 refers to the motor, battery, and chassis. The chassis uses a flexible Teddy off-road design. The battery sits in the middle, surrounded by a protective frame. We created buffer zones to protect the battery from collisions. We call this the “Aurora Off-Road Battery.” It combines energy absorption and collision protection. For some customers, heavy off-road scenarios are essential. The battery plays a critical role. In the past, many electric vehicles faced fire issues, primarily due to battery problems. This is especially crucial for the BJ60 Thunder and future Magic Core electric drive range technology. Therefore, we designed energy-absorbing collision protection for the battery. The combination of chassis and battery design ensures that heavy pressure does not deform the battery. This is vital. The third aspect is the motor. We internally call it the Aurora Off-Road Motor. This technology boosts efficiency by over 20% compared to the industry. The wheel-end power reaches 403 kW. The wheel-end torque response time is under 60 milliseconds. This ensures effective output for off-road performance and data power. The second “3” focuses on the smart electric system. First, we enhance charging capability. The extended-range technology prevents power loss during high speeds or climbing in deserts. Our Magic Core electric drive system features a 90 kW high-power continuous output. I tested it on a closed road at around 140 km/h. It maintained power for a long time without dropping. The second part is the intelligent decision-making system. The BJ60 Thunder offers practical driving modes. Whether climbing, on rocks, sand, snow, or mud, selecting the appropriate mode quickly transforms a novice into an expert driver. The system finds solutions and makes intelligent decisions. The third part is the intelligent thermal control system. We use an oil-water compound cooling system. This improves thermal output efficiency by over 10% compared to traditional systems. This simple technology maintains stable power output in both Northeast winters and desert summers. This is why we chose this technology path. We promote off-road × new energy, not +. This gives us plenty of room for imagination. The platform can continuously bring various scenarios to benefit customers. Sina Auto: One last question. We noticed many off-road vehicle companies are promoting their products overseas this year. New energy off-road vehicles represent a new force in Chinese off-road vehicles and have gained international attention. We want to ask, does BAIC have plans for international expansion? What products can BAIC share with us for next year? Chen Dexuan: I oversee nationwide sales and brand operations. I believe going overseas is essential for Chinese companies. BAIC may not have started as early as some competitors in international markets, and our initial layout was not as complete. However, comparing ourselves to our past, our growth curve in overseas markets is also rapidly increasing. We started a bit late in the industry. Our absolute value is not growing as quickly as theirs. However, our year-on-year growth is strong. We have made many plans for off-road vehicle exports. We target countries in northern China, Central Asia, the Middle East, and Southeast Asia. We also have projects in Europe. This aligns with national policy. Our country encourages car manufacturers to go international. Therefore, BAIC’s plans are robust. Sina Auto: Thank you, Mr. Chen, for this interview. We wish Beijing Automotive even greater success next year.