With the arrival of new technologies one after another, the speed of technology penetration in the smart electric vehicle industry is breaking all established perceptions. Entering 2025, from the popularization of comfort configurations to the equalization of intelligent driving assistance, the wave of technology inclusion seems to be stronger than ever before. In this wave, how to allow more users to enjoy the dividends brought by technology inclusion at a more affordable price has become a new proposition of the times.
At the Shanghai Auto Show, a brand used a new car to answer this question. This is Baojun Automobile and the Baojun Xiangjing, which was just officially launched and priced from 129,800 to 153,800 yuan (the replacement price is 125,800 to 149,800 yuan). In such a market environment with huge pressure, Baojun chose to raise the price of its new product to 150,000 yuan for the first time, a level it had never set foot in before, and hoped to drive the brand upward with the upward pricing. Behind this upward trend, it reflects Baojun's confidence in facing the future with systematic strength.
Reshape the benchmark of product strength by leaps and bounds
The 150,000 yuan price range is undoubtedly higher than that of previous Baojun models. In order to prove that it is qualified to enter this price range that has never been tried before, Baojun Xiangjing must first have outstanding product strength, and Xiangjing has obviously done so.
While the industry is still rolling up the intelligent universal benefits, Baojun Automobile has taken the lead in rolling up the large space of C-class sedans based on the universal benefits of technology. The Baojun Xiangjing, with a length of 5 meters, is the largest model of the Baojun brand. Thanks to the larger size, the space performance has been comprehensively improved. For example, the rear seat backrest supports two-level adjustment of 25° and 30°, and the front seat backrest can also be electrically flattened to form a small bed with the rear seat cushion.
With a space that exceeds the class, there must be a comfort configuration that exceeds the class. The front and rear rows of four seats are equipped with air-suction seat ventilation. All four doors use double-layer laminated silent glass, and with Michelin new energy special tires, it creates a quietness that is rarely paid attention to in the same class of vehicles. At the same time, the materials used in the interior of the Enjoy Realm are also among the best in the Baojun brand. The simple interior design is quite high-end, laying the label of "luxury car for the common people". With the front and rear FSD variable damping shock absorbers that are standard on the entire series, both the stability of the vehicle body and the filtering of bumps have reached a new height.
The intelligent part is the strength of the Enjoy. Its advanced version of Lingmo intelligent assisted driving integrates the functions of 0-speed start without map city navigation assistance, 0-130km/full-speed AEB (automatic emergency braking), memory parking assistance, and supports roaming exploration of parking spaces, cloud maps and other advanced scene capabilities. At the same time, thanks to the use of millimeter-wave radar and visual fusion solutions, the Enjoy can have a better perception of complex road conditions such as narrow alleys and markets in urban and rural areas, thereby achieving more reliable assisted driving.
In addition, Xiangjing's "Spiritual Language Smart Cockpit" has achieved the actual vehicle installation of DeepSeek, and has extremely strong dialect recognition and heavy accent recognition capabilities, making voice interaction from being usable to truly easy to use.
The outstanding product strength of Xiangjing has also been recognized and endorsed by many authoritative organizations. For example, on March 26 this year, Baojun Automobile officially became the "smart travel partner" of China Central Radio and Television. On the surface, this cooperation is a recognition of Baojun's driving assistance technology, but from a deeper level of analysis, it is actually the recognition of Baojun's "technology universalization" strategy and "new quality productivity" improvement by this authoritative media. This also proves that Baojun Xiangjing's strong product strength is enough to support the upward pricing of Baojun brand.
Empowering the brand with culture
On the road to fully transforming into a new energy brand, Baojun is also actively trying to change the way of storytelling and brand communication, broadening the boundaries of the brand in a new way and driving brand renewal.
At this Shanghai Auto Show, Baojun officially announced that young actor Gong Jun will become its global brand spokesperson. It also announced that it will sponsor the Shanghai Longines Global Champions Tour and become the exclusive automotive partner of the event.
As the world's first owner of Baojun Enjoy, young actor Gong Jun and Baojun are connected by "Jun". It is reported that his parents originally planned to name him "Jun" after the horse, hoping that he would be free and unfettered like a horse, which coincides with Baojun's design concept of "man and horse as one". Gong Jun is committed to bringing users a pleasant viewing experience in character creation, which also resonates with Baojun Automobile's brand concept of bringing users a pleasant travel experience.
More importantly, as a representative of the "new heroes" among actors, Gong Jun is not only a role model pursued by many young people, but also has countless young fans who are growing up. The story of Baojun's brand upward development also needs a window to reach the young user group who are about to buy new cars. The "new heroes" image that coincides between the actor and the car brand provides an excellent window for Baojun's brand story of upward renewal.
As the first Chinese automobile brand to sponsor an international five-star equestrian event, Baojun's sponsorship of the Shanghai Longines Global Champions Tour can also be seen as another expansion of the brand's boundaries. As an international event, Baojun's sponsorship of such an event with high international attention is not only an excellent promotion for the brand, but also in line with the concept of "people and horses as one". Such a cross-border strong alliance will become a golden business card for Baojun to the high-end market, and is expected to raise the recognition and value of the Baojun brand to a new level.
From the triangular narrative of value resonance expounded by the "three horses in one" of Gong Jun + Junma + Baojun, it is not difficult to see that Baojun is working hard to broaden its boundaries and drive the brand's renewal through cultural empowerment.
Use the Trinity to build a brand that is on the path to success
From the leapfrog product strength, to the cross-border communication method, to the updated brand concept. In fact, from the upward pricing and brand, it is not difficult to see that what Baojun wants to do is to jump out of the quagmire of price wars and open up a new track with leapfrog product strength, brand and marketing methods.
In September last year, Baojun clearly pointed out at the brand renewal conference that it would make "technological equality" the core strategy of the brand. An important purpose is to "make smart technology no longer a privilege for high-end cars". At the SAIC-GM-Wuling Technology Evolution Day held not long ago, SAIC-GM-Wuling fully upgraded the four key technologies of Shenlian Battery, Lingmou Intelligent Assisted Driving Advanced Edition, Lingyu Cockpit, and Lingxi Power, using "upward dimension" to avoid "downward involution". These results of SAIC-GM-Wuling's many years of investment in technology research and development are now reflected in this Xiangjing. In fact, this is the confidence of Baojun Xiangjing's product strength to leapfrog.
From the update of the brand concept of "technological equality", to the endorsement of CCTV, to the cross-border marketing narrative of "Three Horses in One", Baojun, with its product strength as its confidence, is using the "product + brand + marketing" trinity to upgrade in an all-round way to more accurately understand user needs, solve user pain points, and touch the hearts of users. Although it is obviously difficult to achieve the goal of brand upgrading in this market environment where you either advance or retreat, with the launch of Enjoy, we can find that Baojun has taken a solid step forward, and this Baojun Enjoy will also become an important milestone on the road to Baojun brand renewal.
Looking to the future, Baojun Automobile will continue to move forward and will surely create more value, more choices and surprises for users through its own efforts, inheritance and innovation of design concepts, precise market positioning, comprehensive product configuration and reasonable pricing strategies.
