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广汽打造启境:制度学习华为,产品对标小米
21世纪经济报道· 2025-11-24 11:29
Core Viewpoint - GAC Group is undergoing significant reforms to enhance its autonomous vehicle segment, aiming for 60% of total sales from self-owned brands by 2027, with Aion as a key player in this strategy [1][12]. Group 1: GAC's Reform and Strategy - GAC has shortened its new car development cycle to 18-21 months and improved market response efficiency by over 600% [1]. - The company aims to increase the number of self-owned brand models by 20% and enhance procurement efficiency by approximately 50% [1]. - The shift from "engineer thinking" to "user thinking" is highlighted as a major transformation within GAC [1]. Group 2: Partnership with Huawei - GAC and Huawei have launched the "Qijing" model, marking a new collaboration approach where GAC retains brand control while leveraging Huawei's technology [2][5]. - The "Qijing" model is a result of deep collaboration across product, technology, and marketing, with significant input from Huawei's R&D teams [7]. - GAC's organizational structure has shifted from a functional model to a matrix structure, focusing on project-based product development [9]. Group 3: Aion's Market Positioning - Aion is transitioning from a B2B focus to a B2C strategy, with the launch of the Aion UT Super, which has already received over 16,000 orders since its launch [12][13]. - The Aion i60 is being marketed with a focus on youth and modernity, aiming to redefine its brand image [13]. - Aion's past performance issues are acknowledged, with a commitment to improve sales and market presence through strategic marketing and product positioning [12][14]. Group 4: Overall Market Challenges - The high-end sedan market, where the "Qijing" is positioned, is competitive, with limited capacity, making it crucial for GAC and Huawei to effectively execute their product and marketing strategies [10]. - GAC's other brands, including Haobo and Trumpchi, are also undergoing rebranding and repositioning to enhance their market competitiveness [14].