Since its inception in 2018, the China International Import Expo (hereinafter referred to as "CIIE") has actively opened up its market to the world, showcasing China's open, inclusive, and cooperative attitude. It has become an important window for communication between China and the world and is known as the "Golden Gateway" to China's vast market.
At this grand event, which gathers businesses and exhibits global creativity and premium products from various countries, the official reception vehicles, which warmly welcome global dignitaries and guests, also serve as an important "business card" showcasing the achievements of China's automotive industry. This is the fifth time that MAXUS, a Chinese brand owned by SAIC, has had the honor of being the "official designated vehicle" for the CIIE.
State Guest Vehicles Catch Foreign Attention, Shining a Light on "Chinese Business Cards"
On the afternoon of November 5, the Shanghai National Exhibition and Convention Center was bustling with crowds, and shuttles moved through the sea of people as old and new friends arrived. SAIC MAXUS, which has previously served the CIIE four times, once again sent its new MAXUS V90 model to participate in this grand occasion.
SAIC MAXUS has become a familiar partner with the state guest vehicle team. "Foreign guests are very interested in domestic MPVs; they often lean forward to look at the three-screen setup in the front row, and some will even pull down the little table in the rear," said one driver from the MAXUS 9 hybrid model.
Another service vehicle, the new MAXUS V90, is already familiar to VIPs from Europe, America, and Australia, with models representing the MAXUS VAN lineup found everywhere on the streets back home.
The designation of a "state guest vehicle" is both an honor and a responsibility, requiring high standards and strict requirements.
The MAXUS 9 hybrid is equipped with the industry's leading ACIS smart all-scenario super hybrid technology, offering a pure electric range of 225 km and a comprehensive range of 1,309 km, minimizing charging frequency and allowing for stress-free high-frequency shuttle services. This system achieves 100% pure electric driving under urban conditions, ensuring a quiet and smooth transfer experience for guests. Additionally, the MAXUS 9 hybrid features the longest wheelbase in its class, luxurious zero-pressure first-class seats, and the industry's first Quapact multi-link independent rear suspension, all designed to enhance comfort on the way.
The new wide-body light commercial vehicle, the MAXUS V90, is positioned as a "new business luxury vehicle," catering to scenarios like mobile offices and business meeting spaces, precisely matching the reception needs of the CIIE. With a 12.3-inch HD touchscreen and a smart connected vehicle system, along with luxurious flagship seating, electric side doors, and electric steps, it provides guests with a comfortable and prestigious reception experience.
Not only does the product boast exceptional quality, but the service guarantee must also be exemplary. As SAIC MAXUS becomes the "official designated vehicle" for the CIIE for the fifth time, it has established a mature service training system for CIIE vehicle usage. Training courses for drivers cover knowledge of SAIC MAXUS vehicle operation and emergency driving skills, as well as the company's after-sales support mechanisms. Furthermore, SAIC MAXUS engineers conduct multiple rounds of comprehensive PDI inspections on the vehicles, checking air conditioning, coolant levels, engine performance, and driving conditions to ensure that the reception vehicles are in optimal condition.
Shuttle Across Major International Events, "State Guest Quality" Continuously Recognized
"Your active participation and dedicated efforts have provided strong support and guarantees for the preparation of the Xiamen meeting, making a positive contribution to its successful convening," reads a letter of thanks from the organizers to SAIC MAXUS after the G10 and V80 served the BRICS leaders' meeting in Xiamen in 2017.
In 2019, SAIC MAXUS's G20 was designated as the official vehicle for the Shanghai Cooperation Organization summit in Bishkek, receiving a thank-you note from the Kyrgyz Republic's Ministry of Foreign Affairs: "We are very grateful for your company's contributions to cooperative projects within the Shanghai Cooperation Organization framework."
SAIC MAXUS is not only a "veteran" of the CIIE but also represents "Made in China," receiving high recognition at many international events.
Since its first appearance at the APEC Trade Ministers' Meeting in 2014, SAIC MAXUS has participated in numerous international events, including the Boao Forum for Asia, G20 Summit, BRICS Leaders' Meeting, Shanghai Cooperation Organization Summit, Shanghai Cooperation Expo, Summer Youth Olympic Games, National Two Sessions, and many more, serving both domestic and foreign guests at these occasions, becoming a moving highlight inside and outside the venues.
Being able to shine on major international stages is a tribute to the "state guest quality" that SAIC MAXUS has garnered.
As a Chinese brand that began with light commercial vehicles and gradually expanded, SAIC MAXUS has grown alongside the Chinese automotive industry, achieving a transformation from quantitative to qualitative change. Today, SAIC MAXUS's product line spans various energy types, including fuel, pure electric, hybrid, and hydrogen, showcasing comprehensive and robust R&D capabilities. Moreover, as one of the representative enterprises of the Industry 4.0 era, SAIC MAXUS boasts the first Chinese "lighthouse factory" certified by Davos. Relying on the globally unified high-quality manufacturing level established by the lighthouse factory, the product strength of SAIC MAXUS not only garners favor in the global market but also reflects China's advancing trends in intelligent and digital manufacturing, becoming an important "business card" for Chinese automobiles going global.
Chinese Brands "Going Global," Building a Worldwide Reputation
"Going global" means not only stepping onto the international stage but also penetrating into the global market.
As a Chinese brand deeply engaged in overseas markets, SAIC MAXUS has established a "going global" strategy since its inception. Now, after 13 years of deep cultivation in foreign markets, it has become the brand of choice for Chinese vehicles in many developed countries and regions' segmented markets. SAIC MAXUS's success abroad is not based on a "low-price, high-volume" approach, but rather on carving out a high-end, high-quality path for its international endeavors.
Taking light commercial vehicles as an example, after 13 years of development, SAIC MAXUS has gradually grown into a "leading global light commercial vehicle brand." From January to July, the new MAXUS EV90, a representative of SAIC MAXUS's new energy large VANs, maintained a top-two market share in developed countries like the UK, Norway, Spain, and Belgium. Meanwhile, the new energy small and medium-sized VAN, represented by the new EV30, has dominated markets in places like Austria. In Australia, the market share of new energy small and medium-sized VANs reached 45.9%, ranking at the top. In the Chilean market, from January to July, it consistently ranked among the top three for fuel large VANs, while new energy large VANs achieved complete market coverage with a 100% share.
Globally, SAIC MAXUS light commercial vehicles have gained favor among renowned industry clients overseas, thanks to their spaciousness, strong load capacity, convenience of configuration, and high safety standards. In 2024 alone, SAIC MAXUS light commercial vehicles attracted consecutive orders from prominent clients, including well-known retail groups in France, large logistics companies in Austria, major logistics clients in Ireland, and even local governments in Chile.
On the streets of France, the SAIC MAXUS light commercial vehicle even caught the attention of French President Emmanuel Macron during the 2022 Paris Auto Show, where he paused for a long time to converse with the exhibition staff and frequently turned his head back to take a look.
While new energy vehicles abroad are still waking up, SAIC MAXUS's new energy vehicles from China are already taking the lead. In regions like Europe, Australia, America, and ASEAN, multiple products from SAIC MAXUS have pioneered and led local new energy market segments, changing market dynamics and drawing the interest of multiple countries' leaders. In 2022, the New Zealand Minister of Transport, after experiencing the SAIC MAXUS pure electric pick-up truck T90 EV (domestically known as Starlink EV), promptly placed a procurement intention order, expressing, "I hope SAIC MAXUS will deliver more new energy vehicles to New Zealand." In 2023, the MAXUS 9 launched in Malaysia, becoming the first electric luxury MPV introduced in the local market, with the launch event receiving personal support from Malaysian Prime Minister Anwar, marking the first time a Prime Minister has publicly endorsed an automotive brand. In the first half of this year, the MAXUS 9 achieved record-high sales in Malaysia, and Malaysia's highest ruler, Ibrahim, also became a proud owner of a MAXUS 9.
In its thirteen years of establishment, SAIC MAXUS has expanded to 73 countries and regions, with cumulative overseas sales exceeding 380,000 units, marking numerous "firsts" and "bests" across various fields and segments. Today, SAIC MAXUS MAXUS not only stands as the "preferred Chinese vehicle in developed countries" but also represents an impressive transition from "Made in China" to "Intelligent Manufacturing in China."
With deep accumulation leading to explosive growth, as SAIC MAXUS embarks on its journey of "going global," we can witness the resilience and growth of Chinese automotive brands, as well as their upward trajectory to breakthrough success. As we enter a new era of globalization, we have even more reason to believe that excellent Chinese automotive industry leaders, like SAIC MAXUS, will continue to emerge and accelerate the global advancement of Chinese automobiles.
