IM Motors All-New L6: From Haute Couture to Full-Line Steer-by-Wire Chassis, Ambition Written on Display

When I was still working as a reporter at the newspaper in 2007, I worked for a period in the special edition mobile position — that is, for whichever special edition needed writing, I would go write. Therefore, I have written about catering, and I have written about fashion. This time at the launch event for the new IM L6 Prof. Jimmy Choo Haute Couture Limited Edition, it was perfectly suited for crossover play. Let's talk about the marketing strategy for the new IM L6 this time, and some gains from communicating with IM officials after the launch.

What is Prof. Jimmy Choo?

Let's start with a personal opinion: Jimmy Choo high heels are invincible, very comfortable to wear; but Jimmy Choo's flat shoes are just ordinary. This may be because in 2001, brand founder Jimmy Choo has sold his shares and exited daily brand operations, a psychological effect given to me — after all, Jimmy Choo is known as a footwear designer who achieves "elegance and comfort", he once adjusted the last width according to Asian women's foot shapes, carefully adjusted the heel center of gravity, so that weight could be better distributed evenly on the sole.

This is also why if selected properly, Jimmy Choo high heels can feel like walking on flat ground.

In 2017, the Jimmy Choo brand was acquired by Michael Kors. In 2021, Jimmy Choo founded the JCA London Fashion College in London. As founder and professor, he personally trains the next generation of designers. So, the full name of "Prof. Jimmy Choo" is Professor Jimmy Choo — Professor Jimmy Choo.

Jimmy Choo is Jimmy Choo's English name. He was born in Malaysia, ancestral home is Meizhou, Guangdong. At the press conference site and in the advertising film, we heard him speak authentic Cantonese, felt very intimate. As a fashion master, his language expression ability is also very strong, even on advertising posters, he makes a gesture that looks a bit like casting a spell on the new L6, appearing very interactive with the car.

Reviewing my career journey, in my impression, this new IM L6 is the first special edition car where the true founder behind a fashion brand participates in design — even the previous collaboration between Mercedes-Maybach and LV's legendary designer Virgil Abloh. On one hand, both cars are art concept cars (later mass-produced Maybach S 680 Virgil Abloh Limited Edition, belonging to mass-produced products derived from art concept cars), on the other hand, Virgil Abloh was not the brand founder either.

The difference between founder and chief designer lies in: the brand's story is written by the founder, then celebrated by legendary designers. And Jimmy Choo's story, clearly comes from Professor Jimmy Choo's vision of real human needs, his practicality insistence that function is greater than form, meaning elegance and comfort. These are the reasons why the Jimmy Choo brand makes women like it.

So strictly speaking, this time the partner for the new IM L6 is Professor Jimmy Choo. Prof. Jimmy Choo does not represent this legendary footwear brand, but the certified stamp of signature design participated by Jimmy Choo personally.

What did Prof. Jimmy Choo bring to the IM All-New L6 Haute Couture Edition?

First, the Haute Couture Edition has an exclusive "Jimi Silver" exclusive body color. This color presents different colors under different light because it contains many brilliant micro-light particles. In addition, the Haute Couture Edition's car logo and exclusive emblem, interior center console buttons and air conditioning vent levers, are all made of crystal.

Professor Jimmy Choo said at the press conference site that material is not the most important thing, the most important thing is how you use the material. So, he spent much thought on how these crystals should be cut. You can see that the crystal car logo on the IM All-New L6 Haute Couture Edition is not abrupt, it is discovered by you only through the flash. The cut faces appear very elegant rather than being sharp or aggressive, the flash under light can give people a very special emotional value visually.

And for interior colors, the Haute Couture Blue color scheme was added — this color comes from high heels designed by Professor Jimmy Choo for Princess Diana. This gentle blue is also a tribute to Princess Diana; this blue also appears on the four exclusive signature calipers.

The door panels are decorated with soft light mother-of-pearl. Professor Jimmy Choo specifically talked about the use of materials, which is a very important point in design. These real mother-of-pearl replaced the previous wood grain, will also present more texture changes than wood under different light.

Headrests and front passenger dashboard IP tables have exclusive signatures, exclusive welcome pedals and custom wool floor mats — more importantly, users who order the Haute Couture Edition will also be gifted Jimmy Choo Haute Couture shoes.

Therefore, the pre-sale rights price for the Prof. Jimmy Choo Haute Couture Limited Edition is 234,900 yuan (Rear-Wheel Drive 76 kWh battery) and 249,900 yuan (Rear-Wheel Drive 93 kWh battery); the Standard version is divided into Max (Rear-Wheel Drive 76 kWh battery), Pro Max (Rear-Wheel Drive 93 kWh battery), Ultra (Four-Wheel Drive 103 kWh battery) three models, pre-sale rights prices are respectively 219,900 yuan, 234,900 yuan and 269,900 yuan.

Equivalent to, the price difference between Haute Couture Edition and Standard version is 15,000 yuan, the first batch of Haute Couture Edition limits opening 1,000 car buying quotas, and after opening pre-sale, release 100 quotas daily.

This 15,000 yuan includes shoes worth several thousand yuan and exclusive sense in emotional value configuration. Especially, it is not just bearing a name, but is design participated by Professor Jimmy Choo. Is it worth it, target users will know themselves.

Originality alone is not enough, originality's tone must also be given sufficiently

Subsequently, we communicated with IM Motors Vice General Manager Xu Yin, IM Motors Brand and User Senior Director Jiao Qiao. Further understood this time the marketing strategy for new IM L6.

Above I wrote so much about the cooperation between new All-New IM L6 and Prof. Jimmy Choo, but especially need to note, new IM L6 is also not only about emotional value.

The new car is equipped with SAIC's latest NEO Tri-Power Architecture. Comprehensive upgrade to electric drive system, thermal management, electrical architecture and software; full series 800V platform, highest supports 396kW super fast charge and is compatible with all chargers.

More importantly, new All-New IM L6 is the only all-electric sedan fully equipped with the new generation steer-by-wire chassis — including full steer-by-wire steering, large angle rear wheel steering and steer-by-wire braking. This configuration belongs to a unique one among 200,000 yuan class all-electric sedans. Therefore IM jokes: bringing million-level configurations down to the 200,000 yuan range.

And on the higher seat comfort configuration basis, this time new All-New L6 even fully standard equipped with B&O audio. Our communication with Xu Yin and Jiao Qiao started by mentioning over 500 new car launches in the first half of the year. It is visible that IM is also in the fierce market environment, put themselves in a highly competitive situation first, maximize product capabilities thinking.

Xu Yin also said, in current market competition, can only have long boards cannot have short boards. And on the basis of long boards being long enough, how to emphasize their own strengths, this is also something every brand is thinking about.

This is also the reason why new All-New L6 fully standard equipped with new generation steer-by-wire chassis. Because in Xu Yin's view, steer-by-wire performs better in safety redundancy, in wet and harsh road conditions, can effectively prevent skidding and vehicle loss of control.

I think, "full-line steer-by-wire chassis" must become the cognitive tag for IM All-New L6. If steer-by-wire chassis becomes a standard requirement, IM then holds the definition authority for 200,000 yuan all-electric sedans. This is also the underlying product value I think IM needs to emphasize particularly next time L6 launch.

And cooperation with Prof. Jimmy Choo is more like Shanghai-style brand's self-requirement on tone. Jiao Qiao said, in current market originality alone is not enough, both technology and tone need to be emphasized.

One hand hardcore technology, one hand fashion tone, both hands must be hard enough, in current time can win.

Jiashi Pai Conclusion

Many people will be attracted by "Haute Couture" and "Prof. Jimmy Choo" and sparkling crystals. But actually, this time IM All-New L6's improvement in hardware level is also very hardcore.

IM Motors SAIC Vice General Manager Xu Yin gave three summaries for core tri-power system: First point is 11.6 kWh ultra-low 100km electric consumption. Solid electric consumption performance is the best explanation of technical underlying strength.

Second point is full series 800V super fast charge. Currently industry's most high-rate fast charge models require very high charging pile specifications, many public piles, highway piles cannot full-power charge. But IM L6's 800V high-voltage super charge system completely does not select piles — over 90% of highway networks and city charging piles can basically run at full power.

Third point is safety. In battery selection, IM has always cooperated with CATL. And also their joint company SAIC-CATL conducts battery packaging to guarantee high reliability. This time, new IM L6 used 93kWh gold efficient battery, balanced safety, efficiency and energy consumption. And new electric drive's comprehensive efficiency also increased 2.8%, weight reduced 8% — on the basis of originally high motor efficiency increased 2.8%, is a great breakthrough that other brands would surely boast about.

So saying Shanghai-style high-end brand tone is very obviously embodied on IM All-New L6:

On one hand use the cooperation with Professor Jimmy Choo, to embody Prof. Jimmy Choo's tone, to reinforce L6 and IM's high-end fashion label all along.

On the other hand, the story of technology is also not absent. Steer-by-wire chassis, tri-power system, audio and comfort configurations comprehensively upgraded. IM is still among same-level models, the most prominent representative in technical heritage.

Next, IM also has three all-electric new car launches. Can say, new All-New L6 sounded the bugle of IM's 2026 all-electric offensive. More importantly, in a extremely fierce competition, IM is still enhancing brand tone, not showing the misery of losing armor and helmet — standing tall on Shanghai Bund's Chinese high-end brand, no matter how fierce the battlefield is, must be decent and beautiful.

The step towards new All-New L6 launch is also not far away. This all-electric new car with both hardcore strength and sufficient fashion what landscape will it open for the sub-market? Jiashi Pai will report in the first time after the official release, stay tuned.

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