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BAIC BJEV to implement double-brand strategy

Nancy From Gasgoo| December 12 , 2017

China auto market news, BAIC BJEV double-brand strategy, BJEV Optimus Prime Plan, LITE,ARCFOX

Shanghai (Gasgoo)-BAIC BJEV will not only accelerate the pace of releasing new models, but also will implement double-brand strategy to target different segments. At the same time, BAIC BJEV also announced the latest plan on the supporting facilities of charging piles and battery swapping stations.

It is known that BAIC BJEV will give detailed positions for products in each segment, and will shape two different sub-brands. Hu Enping, CBO of BAIC BJEV Sales Company revealed that there are two brands with different positions. The first one is BJEV brand, including EV, EU, ET EC and the small-size model, the LITE. In addition, it also includes the mid-to high-end pure electric vehicles which are positioned to meet functions demands. The second one is ARCFOX brand, which aims to make a foray into the mid- to high-end vehicle segment. BJEV plans to release a range of new models under the ARCFOX brand by 2020.

Statistics showed that BAIC BJEV delivered 66,714 vehicles during the past ten months this year, taking up 22.2% in the pure electric vehicle market. What's worth mentioning, BAIC BJEV had built 10,991 public charging piles and 29,142 private charging piles. It also developed an App to provide an online charging service platform for customers.

What's more, BJEV offered a battery-swapping mode last year. By far, BAIC BJEV had released 3,000-unit taxi with battery swapping modes. Early this month, BAIC BJEV launched the Optimus Prime Plan, aiming to deeply integrate NEVs, power batteries, battery swapping station and photovoltaic power generation through utilizing the technologies of battery swapping and battery recycling.

At the Auto Guangzhou 2017, BAIC BJEV unveiled a new model, the LITE, which is positioned as a small-size electric vehicle. According to Zhang Yong, Vice General Manager of BAIC BJEV, the LITE will be sold in two different channels. Consumers can order their desired models at an e-commerce net, or can experience the desired models at BJEV's existing dealership networks. Zhang Yong also exposed that LITE will have its own specialty store and adopt an exclusive channel to sell.

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