GM’s China model Baojun makes an attempt a significant makeover, Auto Information, Automobilnews – Information by


GM’s China model Baojun makes an attempt a significant makeover, Auto Information, Automobilnews

Roughly equal automobiles would even be priced otherwise.

China/BEIJING: By many measures, Basic Motors’ China model Baojun has been an distinctive success story, rising at breakneck velocity by promoting low-cost no-frills automobiles in smaller cities and rural areas. However as Chinese language client tastes shift away from fundamental and inexpensive, Baojun is engineering a unique picture for itself – launching mid-market fashions that can sport a redesigned emblem and be bought by new or revamped showrooms.

The transfer is aimed toward guaranteeing Baojun has choices within the 100,000 yuan to 150,000 yuan ($15,000-$22,300) vary that holds probably the most potential for the model, stated Mike Devereux, government vp at SGMW, GM’s enterprise with Chinese language companions SAIC Motor Corp and Guangxi Vehicle Group.

“While you take a look at what would possibly occur by way of among the shrinking segments, you’re going to be sure you do not put all of your eggs in a single basket,” he advised Reuters in an interview.

The primary mannequin off the block is the RS-5 SUV, which went on sale final week.Extra sleekly designed than different Baojun automobiles, it’s the first to characteristic semi-autonomous driving expertise and will likely be priced from 96,800 yuan to 132,800 yuan. By comparability the costliest mannequin below Baojun’s outdated badge is priced from 85,800 yuan to 117,800 yuan.

One other three fashions will likely be rolled out this yr, Devereux stated, declining to offer additional particulars on the automobiles.

GM executives and analysts see Baojun’s transfer upmarket as a pure development because the model seeks to remain related to youthful shoppers.

It is usually supported by a big present buyer base. Most of Baojun’s gross sales are in smaller and fewer economically developed cities, however these had been areas few Western automakers sought to focus on and the model, which solely obtained its begin in 2011, rocketed to gross sales of virtually 1 million in 2017.

Amid a slowing economic system, gross sales slipped final yr to round 840,000, accounting for 23 % of GM automobiles bought in China.

Han Dehong, senior gross sales supervisor at SGMW, stated the enterprise had been exploring a makeover of the Baojun model since 2014 in tandem with a wide-ranging overhaul of its R&D, provide chain and distribution system.”Youthful teams have turn into the primary drive of client spending in our society and we have to reply to this new youthful wave with model upgrades and revamped fashions,” he stated.


In comparison with 10 years in the past when there few fashions within the mid-market value vary, competitors has turn into fierce. Widespread fashions embrace Toyota Motor Corp’s Corolla and Volkswagen’s Lavida. VW’s newly launched Jetta model, which like Baojun is a China-only model, is anticipated to even be bought in the identical vary.

“Baojun will want a aggressive edge,” stated Yale Zhang, head of Shanghai-based consultancy Automotive Foresight, noting that Volkswagen is understood for high quality, Geely Autombile Holdings is understood for design whereas Nice Wall Motor automobiles provide roomy interiors.

To set itself aside, the revamped Baojun model will emphasise self-driving expertise and web connectivity, GM officers stated.

The brand new fashions will likely be bought in 365 new or refurbished showrooms, equal to 60 % of Baojun shops throughout China. The model can even strengthen its presence in larger cities like Chengdu, Tianjin and Nanjin.

A brand new cell phone app was additionally lately launched, permitting prospects to rearrange a check drive and purchase the brand new fashions on-line.

GM officers declined to say how a lot the automaker had invested within the new fashions, the brand redesign and new shops.

The transfer upmarket for Baojun is partial as some cheaper fashions will nonetheless carry the outdated Baojun badge though others will likely be folded into the Wuling model, – the opposite marque bought by SGMW, stated Matt Tsien, GM’s chief in China.

Tsien stated GM had little concern {that a} extra upmarket Baojun would possibly eat into gross sales of GM’s Chevrolet as Chinese language prospects considering shopping for a Chevy have a tendency to not be interested in home manufacturers.

Roughly equal automobiles would even be priced otherwise. Whereas the costliest model of the RS-5 will price 132,800 yuan, the Chevy Equinox SUV will begin from 174,900 yuan.

“Irrespective of how far you’re taking Baojun, Baojun remains to be going to be home, it should give attention to the native market right here and it should nonetheless signify superb worth for patrons,” stated Tsien.

GM’s China model Baojun makes an attempt a significant makeover, Auto Information, Automobilnews – Information by


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