Technology Drives the Market: BAIC Group Makes a Strong Statement at the Guangzhou Auto Show
On November 21, the 2025 Guangzhou Auto Show officially opened. Under the theme “Smart Transformation · New Journey,” BAIC Group showcased three of its core passenger car brands—Beijing Off-road, ARCFOX, and Enjoy Auto—presenting a dense lineup that ranged from prototype models to mass-production vehicles. This exhibition marks significant progress in the first year of BAIC Group’s “Three-Year Leap Action.” According to the latest data, from January to October this year, BAIC Group sold nearly 1.4 million vehicles, with sales of its self-owned passenger car brands surging 68% year-on-year. This strong performance provides compelling evidence for BAIC’s high-profile appearance at the show.
Beyond products, BAIC Group also strengthened user engagement through cross-industry collaborations and athlete appearances, demonstrating its systematic capability from technology development to market conversion.
Synergy Between Product Portfolio and Technology System
BAIC Group’s exhibited lineup covers multiple segments including hardcore off-road vehicles, luxury MPVs, premium sedans, and intelligent EVs—each model reflecting breakthroughs in key technologies.
At the Beijing Off-road booth, the ELMT Max future prototype attracted attention with its “doorless design,” exposed structural frame, and modular system. Its design language emphasizes functional visibility and engineering aesthetics, showcasing BAIC’s forward-looking exploration in body structure, lightweight materials, and the customization ecosystem. Pre-orders for the BJ40 Adventurer opened at the show, while models like the BJ40 Extended-Range Drone Edition demonstrated Beijing Off-road’s practical progress in advancing electrification and intelligence simultaneously.
In the ARCFOX and Enjoy Auto booths, the technological narrative became even more structured. ARCFOX’s first MPV made its global debut, featuring a magnetorheological chassis and an integrated anti-roll cage, aiming to achieve class-defying performance in comfort and safety. The all-new Alpha T5—dubbed the “Hexagonal Warrior”—highlights BAIC’s integrated capabilities in its two major technology brands: the Shenqing range-extended system and Yuanjing Intelligent platform. By offering urban NOA at a starting price of just 120,000 RMB, the model illustrates BAIC’s strength in technology cost management and its strategic intention to expand market share through accessible innovation. Meanwhile, the Enjoy S9 and S9T flagship duo established new benchmarks for safety and luxury with features such as All-Round Collision Prevention 4.0, a six-horizontal-eight-vertical rigid body structure, seven redundancy systems, and 15-layer battery protection.
The expanding product portfolio and strengthening technical foundation have driven robust market results across these three brands. From January to October:
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Beijing Off-road achieved over 10,000 monthly sales for seven consecutive months;
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ARCFOX posted a 110% year-on-year monthly sales increase;
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Enjoy Auto continued to rank No.1 in the 300,000+ RMB luxury NEV sedan segment.
Deep Integration of Technology Deployment and User Experience
At this year’s auto show, BAIC Group demonstrated a clear shift from “technology-driven” to “user experience-driven” development. This evolution is based on the market validation of a 68% year-on-year increase in self-owned passenger car sales, showing BAIC’s progress in establishing positive interaction between technology and market acceptance.
The most representative case is the on-site demonstration of the Yuanjing Intelligent platform. BAIC brought its “inertial navigation + dual-camera perception” technology to life through an interactive visual installation, allowing visitors to understand assisted-driving logic through gameplay. This reflects BAIC’s precise understanding of user learning behavior. Yuanjing Intelligent’s three-layer architecture—cabin-drive fusion, cross-ecosystem AI integration, and real-virtual fusion—has already moved from conceptualization to mass production. Real-world data supports this transition: the Yuanjing intelligent cockpit now includes over 15 domain AI agents, with cumulative usage exceeding 880 million times and daily active usage surpassing 40,000.
The ARCFOX Alpha T5, the first model featuring the cabin-drive fusion AI platform, illustrates BAIC’s determination to break barriers between smart cockpit and smart driving. The Yuanjing Intelligent Driving system offers Pro, Max, and Ultra versions, covering scenarios from highway NOA to L4-level robotaxi, reflecting a clearly structured path for BAIC's intelligent evolution—meeting current market needs while paving the way for future upgrades.
Meanwhile, BAIC’s collaboration with Chimelong Safari Park to create a “second auto show venue,” along with the integration of the Panda Adventure IP, demonstrates how technology and lifestyle scenarios can merge. The creative design that lets users earn “bamboo points” through green mobility to feed the in-car AI assistant “Qiqi” builds a unique emotional and experiential link with the brand. This “technology–experience–emotion” closed-loop may be an important reason behind BAIC’s rapid growth in its self-owned brands.
Strategic Clarity: Independent Advancement Coupled with Open Collaboration
BAIC’s presence at the auto show showcased more than products and technologies—it revealed a cohesive strategic logic: pursuing independent innovation in key areas while embracing open cooperation across ecosystems.
From a brand standpoint, Beijing Off-road, ARCFOX, and Enjoy Auto target the off-road, mainstream new energy, and high-end luxury markets respectively, forming a coordinated and complementary structure within BAIC’s self-owned passenger car portfolio. The strong January–October sales surge validates this brand positioning.
On the technical front, BAIC continues to consolidate its architecture through Yuanjing Intelligent and Shenqing Power, which integrate smart systems, electric drive, hybrid, and range-extended technologies. This “brand-specific, technology-unified” approach ensures market flexibility while delivering R&D efficiency at scale.
At the same time, BAIC remains committed to open collaboration. Its strategic cooperation with Huawei has evolved into a comprehensive ecosystem partnership, with the Enjoy brand representing deep integration in R&D, manufacturing, quality control, and channels. The market success of Enjoy Auto confirms the viability of this partnership model.
Furthermore, BAIC’s frequent involvement in cross-industry collaborations, sports marketing, and public welfare—from sponsoring Beijing basketball and volleyball teams to supporting ecological restoration in Xinjiang and aiding disaster relief in Tibet—demonstrates its intention to embed brand values into socially meaningful actions. This strengthens BAIC’s image as a responsible state-owned enterprise and provides a differentiated advantage in a competitive market.
Conclusion
As the final major event of the automotive year, the Guangzhou Auto Show is a critical stage for automakers to showcase their capabilities and forecast industry trends. BAIC Group leveraged this platform to comprehensively exhibit its advancements in products, technology, branding, and strategy. With nearly 1.4 million vehicle sales and a 68% surge in self-owned brand sales in the first ten months, BAIC not only presented compelling evidence of technical strength but also reinforced the credibility of its strategic roadmap.
In the opening year of its “Three-Year Leap Action,” BAIC Group is striving to carve out a unique development path through systematic technological capability, user-centric thinking, and open collaboration.
