On September 15, shortly after completing the shareholding reform, GAC Aion brought a brand new brand, product and logo to the market. Under the witness of a group of senior executives such as GAC Group General Manager Feng Xingya , GAC Aion General Manager Gu Huinan, GAC Aion Deputy General Manager Xiao Yong, etc., this new energy vehicle company under GAC Group is trying to impact high-end and brand upward.
GAC Ai Safety New LOGO Photo/Company Official Website
It is understood that on the day of the event, GAC Ai'an released a brand new logo - "AI Magic Arrow"; launched a new high-end brand Hyper Haobo; Hyper's first model, the supercar Hyper SSR, priced over 1 million yuan, also officially met with consumers.
Xiao Yong, deputy general manager of GAC Aion, said in an interview with a reporter from Beike Finance that GAC Aion wants to achieve a breakthrough in product value and price, anchor the market of 250,000 or even 300,000 yuan, and form a certain difference with the existing Aion series products, so the high-end brand of Aion series Hyper Haobo officially debuted.
released a supercar of one million yuan and laid out 4 new cars. Haobo's "unexpected and reasonable"
GAC Aion led by Gu Huinan chose to release a new brand to impact high-end. This is both unexpected and reasonable.
If you turn the time pointer back to the electric car 100 people meeting at the beginning of 2021, in the interview room of Diaoyutai State Guesthouse , Gu Huinan did not pay much attention to creating high-end brands when sharing with reporters. In his eyes, the Aion brand seems to be enough to support the price range from 100,000 to 1 million yuan.
But now, Haobo's release may mean that Gu Huinan has changed his mind. In the view of automotive analyst Lingran , Gu Huinan and his team choose a new brand to strive for high-end is a very worthy choice.
"In the automotive market, whether it is Toyota , Honda, Volkswagen, and GM, there are relatively friendly brands and relatively high-end brands. Chinese independent brands also have brand upward works such as FAW Hongqi and Lynk & Co . For Aian, Haobo's appearance is an inevitable choice after the brand has reached a certain stage of development," Ling Ran said.
: Unexpected and reasonable, GAC Aion brought the new logo and high-end brand into everyone's vision.
Hyper SSR Appearance Picture/Company Official Website
As an important model that helps Haobo achieve the brand's "high-end" price, the Hyper SSR price starts from 1.286 million yuan. This Chinese supercar has very excellent parameter configuration: 1225 horsepower, two-speed four-in-one high-performance motor, 1.9 seconds of 100 km acceleration, 100% carbon fiber external coverage...
Regarding the construction of supercars, Xiao Yong bluntly said that looking back at the automobile industry in New China, we have been followers in the fuel vehicle field in recent decades. 12-cylinder engines, powerful gearboxes and other technologies have restricted the Chinese automobile industry from picking that shining pearl. Nowadays, in the era of electrification, Chinese automobiles have ushered in an opportunity. We hope to create the world's top products that belong to the Chinese and live up to this era.
According to Xiao Yong, GAC Aion will challenge the delivery of Hyper SSR in October 2023.
In addition to the million-level supercar, Haobo has also focused on the consumer market that is closer to the lives of ordinary users. It is expected that next year, the brand will invest in three new cars, namely the 300,000 yuan coupe GT, a large five-seater SUV and MPV. With the already released supercar SSR, Haobo will complete the market launch of four products in 2023.
Aion aims at sales of 300,000 vehicles throughout the year. The challenges behind the development cannot be ignored
Overall, GAC Aion's basic performance is acceptable, and perhaps this has also promoted the brand's plan to move towards high-end.
From January to August 2022, GAC Aion's sales reached 150,000 vehicles. At the GAC Group financial report communication meeting at the end of August, Feng Xingya, general manager of GAC Group, mentioned that Aian's sales target in 2022 is 300,000 vehicles.
Xiao Yong bluntly stated that the current pressure is not on the sales side, but on the production capacity and procurement side.
GAC Aion now has only one factory with an annual production capacity of 200,000 vehicles in use. Xiao Yong admitted that the factory is now operating in three shifts and two shifts, 24 hours a day, and 22 hours of production, and only 2 hours are used for meals, rest and handover."Our production capacity has reached its limit, with a capacity utilization rate of 160%, and 27,000 new cars are produced in a month," said Xiao Yong.
Perhaps the second factory that was put into production in October can alleviate the current production capacity pressure. Xiao Yong said that the brand will challenge the sales target of 35,000 to 40,000 units in the fourth quarter.
Ling Ran analyzed that the current price range of GAC Aion's main models AION S, AION V, and AION Y are mostly concentrated between 100,000 and 200,000 yuan. The brand's sales are stable, but the upward force is slightly fatigued. Perhaps a brand new high-end brand can help companies reach price ranges.
According to a reporter from Beike Finance, GAC Aion's new logo will be the first to be used on Haobo brand products, representing the high-end series. For other AION's products, the time to replace the logo has not yet been determined.
Although Aion is developing rapidly, the brand also faces a series of challenges. According to GAC Group's 2022 interim report, the company's revenue increased by 41.17% year-on-year in the first half of the year, but the cost increased by 41.76%, and its gross profit margin also declined. The shortage of automotive chip supply and the continued high prices of raw materials cannot be ignored. The external pressure brought to the group and enterprises cannot be ignored.
In addition, the deployment and reliability of new products and new technologies still need to be verified. Whether the million-dollar supercar created by Aion can achieve good results and win the market still needs time to give the answer.
Beijing News Shell Finance Reporter Bai Haotian Editor Wang Jinyu Proofreading Wang Xin
