Core Viewpoint - Beijing Automotive aims to revitalize its brand and expand its market presence by transitioning from traditional off-road vehicles to a broader audience through a "five transformations" strategy [2] Group 1: Market Position and Challenges - Beijing Automotive, established in 1958, has a rich history but faces challenges such as low brand awareness and market presence [2] - The hard-core off-road vehicle market has seen a slight increase in market share from 1.98% in 2020 to 2.91% in Q1 2025, but it remains a niche segment within the overall SUV market [2] Group 2: Strategic Transformations - The company is focusing on making off-road vehicles more accessible by introducing smarter and more fuel-efficient models, aiming to shift from a niche to a mass market [5] - Beijing Automotive is leveraging new energy technologies to redefine off-road vehicles, addressing concerns about fuel consumption and range anxiety with extended-range technology [5][6] - The BJ40 extended-range version and BJ60 Thunder models achieve a remarkable 1200 km range, catering to both off-road and urban commuting needs [5] Group 3: User-Centric Approach - The company is transitioning from a production-oriented to a user-oriented business model, emphasizing direct communication with customers to better understand their needs [6] - Engaging with users through social media and direct feedback is a key strategy for building trust and improving product offerings [6][7] Group 4: Brand Building and Long-Term Vision - Brand building is viewed as a long-term commitment, with a focus on delivering high-quality products and reliable services to gain user trust [7] - The importance of user-centered brand development is highlighted, with a belief that genuine user engagement leads to better brand loyalty [7][8] - The company acknowledges the challenges of building a strong brand in a competitive market, emphasizing the need for consistent quality and service over time [8]
北京汽车王昊：品牌建设需坚持长期主义，摒弃“流量主义”