What interesting stories lie behind the new IM L6 Master Collaboration?

Interview Guests:

Xu Yin Deputy General Manager of IM Motors 

Jiao Qiao Senior Director of IM Motors Brand and User

 

Q1: Seeing the physical car presentation and overall layout, the quality is indeed premium, with great style, giving an immediate stunning impression. We'd like to ask Mr. Xu to share how this collaboration with Jimmy Choo started. Was it a love at first sight for both parties?

Xu Yin: I only returned to the country in June this year. As everyone knows, the listing cycle of a car cannot be just one or two months, so when I intervened in this project, the work had already progressed to the middle-to-late stage. Specific details can be introduced more by Jiao Qiao. However, in the later stages of the final product shaping, exterior detail optimization adjustments, etc., I also participated deeply.

Combining my experience, I would like to summarize this cross-industry collaboration with three words.

First is style. Everyone can intuitively feel the unique quality and style from the product presentation of the all-new IM L6 today and the on-site layout of this event. Whether it is the exquisite crystal decoration of the body, or the exclusive Jimmy Choo classic blue color scheme, all design details are intended to endow this car with unique fashion style.

Second is breaking the circle. The current automotive market has serious homogenization, and the audience circles of most models are relatively fixed. Brands and products are easily confined to existing circles. We have always been thinking about how to break the inherent boundaries of the industry and reach more diverse user groups. This collaboration with international high-fashion master Prof. Jimmy Choo is indeed an important attempt for us to break the circle.

Third is resonance and mutual effort. This collaboration is not a one-sided link, but the result of high alignment in concepts between both parties. The IM L6 possesses generational hardcore technology and original high-end design, and the product foundation is excellent. Mr. Prof. Jimmy Choo highly recognized the overall vehicle shape, interior quality, and body lines upon first contact with this car. And it is precisely because of the aesthetic alignment and concept communication between the two, both parties reached a consensus quickly and pushed the development of this car together.

From the current effect, the all-new IM L6 has indeed achieved the expectation of breaking the circle. During this time, we collaborated with top fashion media such as Vogue to spread content. Relevant content accurately reached fashion bloggers and fashion circle users, successfully allowing the IM L6 to jump out of the automotive circle and enter the public fashion vision, achieving our initial planning.

Next, please ask Jiao Qiao, who participated in the project deeply throughout, to supplement more collaboration details for everyone.

 

Jiao Qiao: I will supplement some early collaboration details. When we first proposed the cross-industry collaboration idea with Prof. Jimmy Choo, many people actually thought it was quite bold and even imaginative. It is rare for a car company in the industry to deeply link with an international high-fashion master. Even fewer brands will land high-fashion design on mass production models. Most stay at the shallow level of promotional co-branding and limited edition cooperation. To be honest, at the beginning, we were also unsure.

The all-new IM L6 itself has completed a comprehensive hardcore technology upgrade, and the product hard power is very capable. On this basis, we hope to enable the product quality and brand tone to reach a higher level with top-level fashion design. For this, our team repeatedly deliberated the plan and polished the design details. As Mr. Xu and Mr. Prof. Jimmy Choo shared at the launch event, traveling back and forth from London to Shanghai many times, just to make the details more perfect. Slowly, we found that this car really became different. On the basis of the already beautiful IM L6, it became more stunning. At this time, we had sufficient confidence.

Now the new generation of consumer groups often say a word called "Aesthetic Online". Starting from IM L7, IM LS7 and other products, everyone has always evaluated that the aesthetic of IM Motors is unique and always online. We hope to continue to carry forward this characteristic on this car. Today, more than 200 sedans have been launched densely in the domestic market. We hope to launch a new model that can truly stun everyone, letting users feel that this brand understands my aesthetic. Finally, we successfully landed this bold idea.

From today's launch event and the early warm-up effect, everyone's feedback is very positive, which also fully explains that our decision at the beginning was right, very gratifying. Thank you!

 

Q2: I am a senior media owner of IM, and currently I am still driving an IM LS7. After watching the whole launch event today, I made a comment in my moments of social circles. The all-new IM L6 not only comes standard with wire-controlled chassis, but also joins hands with Jimmy Choo to create high-fashion design. It can be said that on hardcore technology and user emotional value, it has brought a unique experience to users. I want to ask Mr. Xu a more direct question: Since the launch of the first-generation L6, this car has been superior to many competitors in terms of technical strength in the same level. Now the all-new IM L6 has completed a comprehensive upgrade. What is the brand's sales expectation for this car? At the same time, from which core dimensions will the new model further impress the target consumer group?

Xu Yin: Thank you very much for your question. Actually, this L6 was launched the day before yesterday, and this is a big facelift. There have been obvious upgrades in three-electric systems, chassis, and comfort configuration. We really have sincerity this time:

First, a new three-electric system has been adopted; second, wire-controlled chassis is standard across the entire series. This configuration is usually mounted on million-level luxury cars. There should not be similar configurations in sedans currently on sale; third, AI Agent intelligent driving experience has been upgraded across the entire series. In addition, there are a series of comfort configuration upgrades, such as Danish B&O sound system, interior quality improvement, plus the design support brought by the Prof. Jimmy Choo co-branding. All of this explains one thing — this L6 has no weaknesses, only strengths, and the strengths are very prominent. We use this to re-enter the sedan market.

You mentioned comparison with competitors just now. I admit that the head aggregation effect in this细分市场 market is very obvious, and this must be faced squarely. I spent a lot of time paying attention to users' real feelings, including everyone's feedback when seeing this car. The pre-sale price we released this time, whether it is the Prof. Jimmy Choo high-end limited edition or three standard versions, fully embodies sincerity. Compared with the previous generation L6, we added more new configurations as standard, and did many upgrades, just hoping consumers can get more substantial things. Including exterior design, as well as many new elements integrated into the high-end limited edition, I hope everyone can feel our sincerity.

As for sales expectations, I am now more concerned about: whether consumers are satisfied with every detail we present, whether the service capability of dealers is improving, and whether every user who receives the car truly recognizes it. If all of these can be done, with our great sincerity, so many configurations, and such a competitive price, sales will naturally be a done deal.

 

Q3: Girls indeed have no resistance to Bling Bling things. Just now Mr. Jiao mentioned that in the automotive industry, the collaboration between high-fashion designers has mostly stayed at the advertising level or peripheral products in the past. There are quite a few peripherals, but landing directly on mass production models is indeed unprecedented.

I have three questions: First, would such a distinct style instead limit the user group? Second, who exactly does this generation of L6 want to sell to? Third, behind this collaboration, what social trends have we observed?

Jiao Qiao: Let's answer your first question. Today everyone saw the on-site layout, and also saw the all-new IM L6 created by the high-fashion footwear design master. At the beginning of the launch event, we made a statement: we do not want to make it a car that superficially "comes for everyone". Why think so? Because this is based on real user needs, especially those young users who love L6 sedans. They really want to show off their taste, style, and uniqueness.

We mentioned a sentence called "Not For Everyone" in many places. This is not because we don't want to sell cars, but this car indeed represents unique personality. We believe that a car cannot express everyone's personality at the same time, but one by one.

Let's talk about the Prof. Jimmy Choo limited edition first. I believe girls will definitely like it very much, but actually, there are also many boys who think it's good. Some boys want to buy it to give to their girlfriends or wives. In terms of looks, it eats men and women, just the aesthetic is closer to female preferences, but the user group is absolutely not limited to women. Mr. Xu also left an Easter egg at the end: At the Chengdu Auto Show, we will join hands with Sean Lee to launch an IM L6 with a completely different style. It will emphasize handling performance and driving texture more. I believe boys will be very interested.

In the future, we are also continuously planning more possibilities. Mr. Xu has always told us not to just talk about parameters all the time, such as 2.74 seconds, 800 volts, 850 kilometers, but to think more about what emotional value can be provided to users. Why do some cars fall in heat after selling for two or three months? Because the product is still the product, but consumers' aesthetics and taste are changing. If you can't keep up, you will be neglected.

The all-new IM L6, in a sense, this model is like a "canvas". It is not just a simple upgrade model. Today there is the high-fashion texture brought by Prof. Jimmy Choo. Tomorrow we can play on the mountain road with Sean Lee and drift. The day after tomorrow, there may be more surprises waiting for everyone. All this can be achieved, relying on the original design and strong technical foundation of IM L6.

Back to the original question, L6 is not just for girls, but for the new generation of consumers to express confidence and personality. It is a "Not For Everyone" car.

Next, we will also continue to co-create with users according to different stages, listening to what kind of L6 everyone wants. The configuration has already been given enough for us. Fridge, TV, large sofa, sunshading sky screen, wire-controlled chassis are all standard. And in terms of emotional value, we will definitely give it to the position. Please look forward to the new moves of the all-new L6 following one after another. Thank you!

 

Q4: I want to ask a question about wire-controlled steering. On my own flagship model LS9, only the high configuration version is equipped with wire-controlled steering. I didn't expect that this all-new IM L6 is standard across the entire series. I'd like to know why IM is so obsessed with this technology?

Xu Yin: IM backs up the SAIC Motor Group, and the technical reserves are very deep. In the previous IM LS9 Hyper launch event, we proposed the concept of "New Three Major Components". In the past, when everyone bought cars, they watched TV, fridge, large sofa. Now we believe consumers should pay attention to the new three major components: First is wire-controlled chassis, second is 800V ultra-high voltage fast charging, third is high-level intelligence, just like our IM AD intelligent driving system and the exclusive driver & assistant IM Ultra Agent who handles everything for you.

Our biggest sincerity this time is to put this set of configurations that were previously only available in million-level luxury cars, down to the 200,000 RMB household sedan market, allowing ordinary consumers to experience top-level technology beyond the class. A month ago, the new national standard for wire-controlled steering was officially implemented. As the physical cornerstone of L3 and L4 intelligent driving, I believe wire-controlled chassis will become the standard configuration for the next generation intelligent driving system.

We are the first to mount it on the car now. First, it is for safety considerations. Aviation-level triple safety redundancy, users can intuitively feel the safety and stability brought by wire-controlled control in daily driving. The reason for using Airbus A320 as a comparison is to emphasize safety — aviation-level high safety standards. We put such a level of safety configuration on a 200,000 RMB sedan. It is great sincerity and also hoping consumers can experience the handling and safety improvements brought by SAIC Motor Group's technical reserves earlier.

How to let consumers truly perceive the value of these technologies, we still need to do more work. Everyone may feel we just released a technology, but in actual driving, including anti-skidding, four-wheel steering, Liyu Digital Chassis 3.0, etc., this is a set of technology systems, bringing the overall product strength of the vehicle to a high dimension.

SAIC Motor Group gave great support to the release of new technologies and their application in IM models, allowing consumers to feel the current most advanced chassis technology at the first time. To exaggerate, we are currently very leading in wire-controlled technology.

 

Q5: This time I saw the all-new IM L6 adopted the new generation electric drive architecture NEO in terms of three-electric systems. The launch event mentioned that the electricity consumption per 100 kilometers is only 11.6 degrees. Now everyone in the industry is using CATL batteries. It is difficult to make big differences, and models with electricity consumption below 11 degrees have also appeared. I'd like to ask Mr. Xu, where is the main differentiation in our generation of three-electric architecture?

Xu Yin: This time the three-electric system has made a very big improvement in performance. First is the ultra-low 100-kilometer electricity consumption of 11.6 kWh. It can maximize the battery range capability, allowing users to effectively improve the driving range in daily commuting and long-distance travel, completely alleviating mileage anxiety.

Second, 800V ultra-fast charging solves the recharging anxiety. Most high-rate fast-charging models in the industry have extremely high requirements for charging pile specifications. Many public piles and highway piles cannot charge at full power. But our 800V high-voltage super charging system is not picky about piles, widely compatible. 90% of highway networks and urban charging piles can basically reach full power. Just now we also gave a very good example at the launch event: In the time of buying a cup of coffee, 15 minutes can replenish 580 kilometers. The charging speed is very fast.

Third is still safety. This is what I emphasized repeatedly today. All technologies ultimately cannot get around safety. Three-electric safety, battery safety. If there is abnormal smoking in the high-voltage system, we will directly cut off power for protection. Regarding battery selection, we cooperate with CATL and used a 93 kWh golden efficient battery. This capacity has been fully balanced, comprehensively considering body weight, energy consumption performance and charging efficiency, finally finding the balance point that maximizes consumer benefits.

In addition, the comprehensive efficiency of the new electric drive has increased by 2.8%, and the weight has also decreased by 8%. These two numbers don't sound very big, but actually our own motor efficiency is already very high. On such a high base, an increase of 2.8% is already a big breakthrough. Overall, this new NEO three-electric system will bring a comprehensively upgraded three-electric experience to users.

 

Q6: I experienced the B&O sound system on LS9 before, and also did tests. The data performance was excellent. Today I was pleasantly surprised to see that L6 is also equipped with B&O. I'd like to know how IM solved the cost control? Is there any behind-the-scenes story to share? Also I have another question, in product definition, why did IM insist on using B&O on this L6 car? Behind the higher pursuit of sound quality and physical sensation for users, what overall image and temperament does this car hope to convey to the outside world?

Jiao Qiao: Regarding the B&O cost issue, when we were discussing configurations at that time, we were always struggling over whether B&O was optional or standard. This discussion lasted until the pre-sale was approaching stage. After multiple rounds of cost accounting, we knew deeply that standardizing B&O across the entire series would bear a huge cost pressure, but finally we decided to standardize B&O across the entire series despite the pressure.

From the user crowd perspective, we found that not only owners of flagship models like LS9 and LS6 like good music and Hi-Fi sound systems, young sedan users are equally picky about life quality. Sound quality is also very important to them. In same-class products, each manufacturer is also making efforts on sound systems. Some emphasize power, some emphasize tuning, various ways are available. But we insist on differentiated experience, focusing on users' real driving scenes. Almost all users will play music when driving and traveling. Exclusive driving BGM is the key to creating travel atmosphere and filling up emotional texture. The B&O sound system installed in L6 this time not only has sufficient hardware power, but is also customized and tuned by B&O professional tuning engineers for L6 exclusive cockpit space and acoustic environment. The sound effect adaptability and fineness far exceed ordinary sound systems in the same class.

So no matter how big the pressure is, how high the cost is, we still insisted on equipping a whole set of B&O sound systems for everyone, hoping to let our users enjoy high-quality auditory enjoyment for every journey. From LS9 to LS8, then to L6, now 200,000 RMB level products are also equipped. In the future, all new products will continue to continue the high-end sound system configuration standards, giving everyone a very high-end sound experience. This point cannot be missing.

Additionally, regarding product personality and style, we started from five senses: vision, hearing, touch... polishing product experience comprehensively. We hope that every time they sit in the car, their five senses are pleasant — places touched by hands are warmness brought by master-class leather; places seen by eyes are light and shadow aesthetics brought by Prof. Jimmy Choo high-fashion design; places heard by ears are top-level, pure, moving sound. In all dimensions, we give users a very high-quality and tasteful life style.

 

Q7: Mr. Xu previously mentioned that IM will make efforts in the second half of the year. Can you share the product rhythm and planning ahead? Also, when the large screen demonstration just now, there was one place on the car machine interface that was coded. Is there a new AI function to be released?

Xu Yin: You observe quite carefully. The coded content in the video frame is indeed our upcoming all-new AI Ultra Agent function. But it is not convenient to reveal too much today. Specific information will be shared with everyone later.

Overall market competition this year is fierce, brand annual sales are under pressure, so in the second half of the year we will closely promote product iterations, go all out on the market, bring multiple upgraded new products, and comprehensively strengthen product competitiveness. Today the all-new IM L6 is the first one. Next in September, the new generation LS6 will be released, which will have big upgrades in three-electric systems, chassis, AI Agent, comfort configurations, etc. We hope everyone continues to pay attention. In October, LS8 will launch a pure electric version. Overall, the second half of the year will continue to make efforts in the pure electric market. The original design mentioned by Jiao Qiao, and the hardcore technology I just mentioned, will be reflected in new products.

 

Q8: Mr. Xu, you just transferred back from Thailand to the country. How do you view the current market phenomenon that the new car sales hot period is getting shorter? Also, the all-new IM L6 had already determined the collaboration with Jimmy Choo before you came. After you came, did you consider how to attract male users? I'd like to hear some thoughts and actions after you took office.

Xu Yin: Let's respond to the first question first. The Thai market itself is also very competitive, but returning to the country I found the domestic market is even more competitive, and the rhythm is faster. But objectively speaking, the Thai market has also changed a lot in the past five or six years. All Chinese brands that you can imagine are basically in Thailand, enough to see the intensity of competition there.

Back to the domestic two months, I deeply felt the intense degree of the Chinese market. Two weeks ago, I held a meeting with national core dealer partners to communicate the second half of the year plan. There are several data that shocked me: First, there were actually 527 new car launches in the first half of the year; Second, the entire market dropped by 20% from January to July. At the same time, I also saw some growth signals — the pure electric market is growing, and the decline is mainly in the extended range and fuel market. This fits the launch rhythm of three new generation pure electric cars we started today. Our idea is to actively respond to market changes and put our best pure electric products into competition.

The second question, about how to attract male users. Although I returned to the country to participate in this car in the later stage of the project, including interior adjustments, crystal logos, final shaping of high-fashion blue, etc. I participated in details. For this I want to say a few points:

First, insist on originality. SAIC and IM attach great importance to original design. This is the bottom line we have always insisted on.

Second, besides originality, there must be hardcore technology. Having a good-looking exterior is far from enough. The new technology we launched, including three-electric systems, wire-controlled chassis, high-level intelligent driving, etc., as well as the new content to be released at the Chengdu Auto Show, are all embodiments of hard power. Just now a media friend asked why we standardize B&O sound system across the series. We hope to let everyone feel SAIC and IM's hardcore technology from configurations. Original design plus hardcore technology can give terminal consumers real sincerity.

As for attracting male users, Mr. Jiao just mentioned the Chengdu Auto Show Easter Egg. We will cooperate with Sean Lee to launch a version that emphasizes handling and performance more. I believe it will attract a lot of male user attention. We hope to cover a wider group with hardcore driving experience while maintaining the high-class aesthetics and style of this car, achieving men and women eating together.

Second half of the year work ideas, although the overall market is falling, our direction is very clear: First is product. The pure electric market is still rising. We go with the flow and launch three new pure electric products. Second is terminal service capability. I hope every user is satisfied when mentioning our car. Users are satisfied, and sales will be a done deal. This is the direction I will focus on in the second half of the year.