North Auto New Energy (BAIC) has unveiled an aggressive roadmap for its “Xiangjie” Super Factory, signaling a strong commitment to the premium new energy vehicle market. A marathon meeting held on October 6th, spanning over nine hours, brought together senior management from the factory to meticulously plan the strategy for 2027 and beyond. The core theme was clear: “From strategy to execution, let’s get 2027 sorted.”
Phased Growth Strategy Unveiled
According to BAIC New Energy, the “Xiangjie” Super Factory’s development pace is set in distinct phases. The final sprint for initial completion is scheduled for Q4 2026, followed by a year of “solidifying the foundation and strengthening the base” in 2027. The period from 2028 to 2030 is designated for “leapfrog advancement.” The company expressed optimism, noting that orders for the Xiangjie G9 are increasing and expectations for the Xiangjie V8 are growing, indicating a positive upward trajectory for the brand. “This battle must be won,” a company spokesperson stated.
Strategic Partnership with Huawei Intensifies
This ambitious plan is underpinned by a strengthened strategic alliance with Huawei. As previously reported, Zhang Guofu, Member of the Standing Committee of the Party Committee and Deputy General Manager of BAIC Group, declared at the Xiangjie G9 factory delivery event in September, “BAIC will firmly join hands with Huawei to build luxury cars together.” He emphasized that Xiangjie is BAIC’s “Number One Project,” backed by the entire group’s resources, and represents the company’s highest-level strategic initiative.
The collaboration between BAIC and Huawei has evolved from a traditional partnership to a “car manufacturer + Huawei’s full technology ecosystem” strategic community. BAIC has already invested over 20 billion yuan in the Xiangjie project and plans to continue significant investments to build a comprehensive Xiangjie product matrix. This matrix is intended to encompass a wide range of vehicle types, including sedans, wagons, rugged SUVs, and MPVs, catering to diverse market demands.
Brand Consolidation and Future Outlook
Further underscoring BAIC’s commitment, earlier this year in June, the Ministry of Industry and Information Technology’s (MIIT) 408th batch of “Road Motor Vehicle Production Enterprise and Product Announcements” revealed changes to vehicle tail labels for models like the Xiangjie S9 and Xiangjie S9T. The manufacturer’s name was altered, and the trademark changed from “Huazhang” to “Xiangjie.” Peng Lei, Huawei’s Smart Selection Car Product Director (Xiangjie Series), confirmed that these changes signify BAIC’s “ALL IN on Xiangjie” resolve.
With clear production targets, a robust strategic partnership, and a growing product pipeline, the “Xiangjie” brand, powered by BAIC’s dedicated efforts and Huawei’s technological prowess, is poised for significant growth in the competitive premium new energy vehicle sector. The company’s phased approach suggests a methodical and well-planned expansion, aiming for sustainable success rather than short-term gains.
