Core Insights - The newly designed logo for the Xiangjie brand is inspired by the concept of "Universal Star," featuring a hexagonal framework that reflects the family lineage of Hongmeng Zhixing [2][3] - The Xiangjie S9 has achieved significant market success, delivering 4,154 units in June, marking a 94.7% increase in sales following the release of the extended-range version in March [2][3] - The brand is set to expand its product line with the launch of a new travel vehicle in the fall, which promises high aesthetics, spaciousness, and excellent handling [3][4] Brand Development - The introduction of the new logo and independent brand activities is solidifying Xiangjie's brand identity within the high-end segment of the Hongmeng Zhixing matrix [3][4] - The Xiangjie brand is positioned as a core part of the Beijing Automotive Group's "three-year leap" initiative, indicating strong support for its growth [4] Market Positioning - The luxury car market has traditionally been dominated by foreign and joint-venture brands, but recent models like the Wanjie M9 and Xiangjie S9 are providing new competitive entries [5][6] - The expansion into the travel vehicle segment is expected to diversify Xiangjie's product offerings and enhance its market share in the high-end automotive sector [4][6]

Group 1 - In June, Xiangjie S9 delivered 4,154 units, maintaining its position as the top-selling electric sedan in China with over 300,000 units sold [1] - The success of Xiangjie in the high-end sedan market, a segment that has been challenging for Chinese brands for over two decades, is attributed to its deep connection with users [1] - The "Yuexiang Zicheng" 2025 Xiangjie User Star Enjoy Night event highlighted the brand's commitment to user engagement, showcasing user-driven initiatives and a user-centric approach [1] Group 2 - The Xiangjie Super Factory features advanced manufacturing technologies, including digital flexible production lines, AI quality inspection, and an ADS intelligent driving calibration center, representing a pinnacle of domestic smart manufacturing [2] - The factory emphasizes transparency in the manufacturing process, allowing users to see how their vehicles are made, which enhances trust and connection between the brand and its customers [2] - A new travel vehicle from Xiangjie is set to launch in the fall, indicating the brand's ongoing commitment to expanding its product lineup based on user needs [2]

Group 1 - The core event was the launch of the new logo "Cosmic Star" for the Xiangjie brand, aimed at enhancing its luxury positioning [2][4] - The Xiangjie S9 achieved a delivery of 4,154 units in June, maintaining its position as the top-selling new energy sedan in the market [4] - The collaboration between BAIC and Huawei is emphasized, focusing on high-end manufacturing and technological innovation to redefine luxury in the automotive sector [4][7] Group 2 - The new logo features a hexagonal outline inspired by the HarmonyOS family, incorporating design elements that reflect Eastern aesthetics [6] - The logo's dual-layer design symbolizes a romantic connection with users, showcasing advanced craftsmanship through micro-level electroforming techniques [6] - The event highlighted user experiences, with testimonials from owners emphasizing the vehicle's comfort, safety features, and overall luxury experience [9][11][13][15] Group 3 - The event also announced the upcoming launch of a new travel vehicle in the fall, which will expand the Xiangjie product lineup and enhance consumer choices [15]

Core Viewpoint - Huawei's Executive Director and Chairman of the Terminal BG, Yu Chengdong, announced that the next vehicle from the brand "Xiangjie" will be a station wagon, expected to launch this autumn [1] Group 1 - The upcoming vehicle will be a station wagon, indicating a diversification in product offerings within the automotive sector [1] - The sales channels for Xiangjie are currently being recruited, suggesting an expansion strategy for market presence [1] - Xiangjie will have its own dedicated stores, which indicates a focus on brand identity and customer engagement [1]