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IM Motors Deputy General Manager Xu Yin
On the evening of August 18, at the pre-sale launch event for the all-new IM L6, a new face appeared — IM Motors Deputy General Manager Xu Yin. This was his first public appearance in this role.
Before this, IM Motors' personnel layout was quietly adjusted.
On the product front, the all-new IM L6 launched a Bespoke Edition seeking to break boundaries. The LS6 is soon to get a new generation, and the LS8 will launch an all-electric version — a new product offensive is about to launch.
The new cycle of personnel and products has begun, and IM Motors welcomes new opportunities.
01
IM L6 Launches Bespoke Edition to Break Boundaries
The true protagonist of this launch event is the all-new IM L6.
This time IM Motors brought in British Royal Court Honoured Chinese Designer Jimmy Choo (Prof. Jimmy Choo) for a collaboration. This is the world's first Prof. Jimmy Choo co-branded vehicle, Jimmy Choo dedicated his lifelong pursuit of aesthetics, materials, and details to the new car.
Jimmy Choo explained the IM L6 bespoke design concepts at the launch event
Jimmy Choo left three major aesthetic symbols on this car:
Additionally, multiple bespoke exclusive signatures on the whole car all use bespoke craftsmanship, such as fashion-sourced 3D embroidery, exclusive welcome pedals, custom wool floor mats, the rear is engraved with Prof. Jimmy Choo's autograph logo.
At the same time, the new car range shares bespoke design DNA, launching six artistic paint colors: Beige Silver, Mucha Green, Raphael Tea, Matisse Red, Morandi Purple, Ares Black, paired with two interior colors: Knight Black, Fula Pink.
Besides the bespoke design, the all-new L6 has also welcomed three major key technology iterations.
The all-new L6 comes standard with a full-by-wire chassis, including full-by-wire steering, large-angle by-wire rear-wheel steering, and German Continental MKC2 by-wire braking. IM Motors has downsized the configuration originally found in million-level luxury cars to the 200,000 RMB level.
Regarding the three-electric systems, relying on SAIC's new "NEO Three-Electric Architecture", the all-new IM L6 adopts a NEO Hurricane Motor paired with the self-developed Energy Efficiency Master Management System 3.0, vehicle consumption per 100km as low as 11.6 kWh. The new car is equipped with CATL 93 kWh "Golden Efficiency" Battery, CLTC range up to 850 km; relying on the Full-domain 800V platform, it supports 396 kW ultra-fast charging, 15 min charging adds 580 km, and is compatible with over 90% of charging piles on the market. Performance is equally class-defying, 0-100 km/h acceleration in 2.74s, comparable to the explosive power of million-level supercars; 100 km braking distance only 33m.
In terms of intelligent experience, IM AD iteration developed jointly with Momenta. The full-domain assistant IM Ultra Agent can complete complex itinerary planning and real-time adjustments for multi-point pick-ups and stopovers with one sentence. Additionally, first in class with standard Danish B&O luxury audio system across all models, unprecedented at the 200,000 RMB level; there is also the first in class to feature standard Instant Sense Smart Control Sunshade Sky Roof across all models, new 5.7L Warm & Cold Smart Fridge, Space Chair and other high-end configurations.
After these design and configuration updates, the pre-sale price for the all-new L6 is as follows:
However, a question arises: Will the cooperation with Jimmy Choo make the L6 too biased towards female users?
Jiao Qiao, Head of Product Marketing at IM Motors, responded to this question at the communication meeting. "Actually, from a looks perspective, this car appeals to both men and women, from an aesthetic perspective, it fits female aesthetics." But he admitted the Bespoke Limited Edition "will definitely be very much liked by girls".
However, IM L6 has a next move. "It might be a special edition with Jimmy Choo today, tomorrow it might go with Sean Lee (Li Hongsheng) to play on mountain roads and drift, the day after tomorrow there might be more surprises for everyone."
Li Hongsheng mentioned by Jiao Qiao is a veteran car collector, former drift racer, and founder of Purist Group. At the upcoming Chengdu Auto Show, IM Motors will join hands with Li Hongsheng to bring more "heavyweight surprises". This is regarded as a signal for IM Motors to appeal to males and performance enthusiasts.
Design Breakthrough + Tech Specs Stacking + Continuous Co-creation — IM Motors' strategy is to use the L6 to break existing circles, attracting young people who "don't want to clash".
02
Xu Yin Returns to Country to Take Over Domestic Business
In June, IM Motors' internal underwent an important personnel adjustment. Xu Yin was transferred from Thailand back to the domestic, appointed as Deputy General Manager, taking over domestic marketing and sales business.
Xu Yin is a veteran of SAIC Group, working in the group for nearly 20 years. Around 2020 when SAIC began to develop overseas business vigorously, he went to Thailand to be responsible for SAIC product sales work in Thailand.
Two months after returning, Xu Yin deeply felt the fierceness of domestic market competition. "During the time I came back, I deeply felt the fierce competition in the Chinese market." Two weeks ago, he held a market research with national dealer partners, there were two numbers that made him "shocked":
One is rumored that 527 new cars were released in the first half of the year; the second is the market declined overall by 20% from January to July.
IM Motors is obviously facing huge sales pressure. However, Xu Yin neither expressed pessimism nor set bold promises. He believed that instead of worrying about sales targets, it is better to focus energy on the product and service end.
"I might currently pay too much attention to our user feelings, seeing some services of this car, including its exterior, including the pre-sale price we just released, we are also very sincere."
All-new IM L6 Interior
This veteran returning from Thailand is still adapting to the domestic competition rhythm. His strategy is: not discussing specific sales targets, but winning consumers with product power and service. "If they are satisfied, we also have such great potential and such cheap prices, I believe sales will follow naturally."
03
New Personnel and Product Cycle
Reviewing IM Motors' recent dynamics, a series of personnel changes have already occurred.
Xu Yin revealed at the communication meeting that IM Motors Co-CEO Liu Tao no longer leads domestic marketing and sales, and is specially responsible for overseas market operations.
However, there is no news yet indicating a change in Liu Tao's position. At the July 16 IM LS9 Hyper launch event, it was still Liu Tao leading the launch event.
Liu Tao at the IM LS9 Hyper launch event
Xu Yin's Deputy General Manager position was also disclosed "conveniently" at the product launch event.
Additionally, IM Motors' CMO Li Weimeng might also have a position change.
On June 10, Leapion exclusively reported on IM Motors' personnel adjustment: Li Weimeng no longer serves as CMO, transferred to a job responsible for AI-related business. This news was subsequently followed up by multiple media outlets.
Li Weimeng has rich user operations experience. She worked at OnStar for nearly 6 years, then joined NIO to be responsible for the development and construction of NIO APP and user community. In 2020 she joined IM Motors from NIO, she served as Executive Director of Software and User Multi-Point Touchpoints. In June 2024, IM Motors established the CMO position for the first time, Li Weimeng became the first CMO, responsible for domestic marketing and communication business.
However, as of now, IM Motors official has not released any formal announcement on Li Weimeng's position change, nor announced the new CMO candidate.
In the first half of the year, IM Motors didn't launch many products. In the second half of the year, IM Motors has already launched LS9 Hyper, IM L6 and LS6 will welcome product upgrades, in October IM Motors LS8 all-electric version will be launched...
Although Xu Yin has been on the job for only 2 months, the bugle of the offensive has already sounded.
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