Three years ago, IM staff tasted the sweetness and daze of a hit product arrival—

On October 13, 2023, the first-generation IM LS6 went on sale, and the order server crashed for more than 20 minutes.

In November—the first complete delivery month, it topped the mid-to-large Pure Electric SUV segment sales champion;

In December, it refreshed the single-month record with 9,878 units, retaining the sales champion title;

In 2024, LS6 won the mid-to-large Pure Electric SUV annual sales champion with a sales volume of about 41,000 units;

Until January 2026, LS6 cumulative deliveries exceeded 100,000 units.

Who wouldn't want to taste such happiness again and keep it in hand?

However, in China's fiercely competitive automotive market, any "king" faces countless models constantly challenging, with new kings emerging. Everyone needs to iterate and upgrade rapidly.

On September 10, the new generation IM LS6 also arrived, with a pre-sale price starting from 209,900 Yuan.

IM Motors Vice President Xu Yin announces IM LS6 pre-sale price

"LS6 was released in 2023, and has already undergone four generations of iteration by now." said IM Motors Vice President Xu Yin. "We just want to bring the latest technology to users continuously."

Of course, in IM's summarized "hit formula", technology is only one variable. If comparing the first-generation IM LS6 and the new generation IM LS6, you will find many commonalities between the two.

This is inevitable—

IM LS6 wants to personally take back the lost glory.

01

First Generation Sales Champion, How Was It Forged?

Time rewinds to October 2023. At that time, in the mid-to-large Pure Electric SUV market, Tesla Model Y was the sole price setter, with the 260,000-350,000 Yuan price band almost unshakable by anyone.

IM LS6 faced competition directly, setting the starting price at 214,900 Yuan, nearly 50,000 Yuan lower than Model Y. More importantly, the entire series came standard with NVIDIA Orin-X chips and LiDAR. During the pre-launch benefit period, the intelligent driving package was free for life.

This pricing strategy stemmed from a simple logic: In the fiercely competitive market in China today, setting a medium price simply because the product is good is not truly good for users—only converting technical sincerity into price sincerity can truly benefit users.

Fact proved the success of this strategy. After LS6 was released, the order server crashed for more than 20 minutes, and traffic exceeded the estimated peak by 50 times.

But price alone was not enough. IM prepared fully for this hot sale: On the production side, the Lingang Factory started a two-shift system, raising monthly capacity to 26,000 units; on the channel side, sales outlets rapidly expanded from 200 to 260; delivery processes were brought forward, with precise day-level nodes for display cars arriving at stores and test drive cars being ready.

This combination of "Advanced Technology + Precise Pricing + Full Value Perception + Traffic Reception" allowed LS6 to top the sales champion for the last two months of 2023 consecutively, and securely sit as the segment annual champion throughout 2024.

Entering 2025, market competition became even fiercer. Although IM LS6 was still in the first tier, the title of sales champion had already fallen away.

02

New Generation LS6: Sales Champion Returns

On September 10, the new generation LS6 went on pre-sale, and the speaker at the launch event was Xu Yin.

This June, Xu Yin returned from SAIC Thailand to the domestic market, serving as IM Motors Vice President and actually managing IM Motors.

Returning from the Thailand market, he suddenly faced the more competitive environment in China, but over 20 years of SAIC experience gave him confidence: "We have put all the heritage of SAIC's 70 years of car making into this, and all the latest technologies are all in on this car."

Xu Yin communicating with media after the launch event

Like the first-generation IM LS6, the new generation LS6 must also play a dominating technology card in terms of technology.

First is the "Pearl on the Crown of Automotive Technology", the hottest in the industry, By-wire Chassis—Full By-wire Lingxi Chassis.

Compared to IM's previous Lingxi Digital Chassis, Full By-wire means not only the previous By-wire Braking but also By-wire Steering. Additionally, it adopts aviation-grade triple safety redundancy design, with 20ms ultra-fast response speed, and a 4.49m ultra-small turning radius.

Full By-wire Chassis is also the basic capability for Level 3 Autonomous Driving. Without By-wire, there is no Autonomous Driving.

Its advantage also lies in the improvement of handling safety.

"Five stars are safety that is crash-tested, By-wire is safety before losing control. The Full By-wire Chassis wants to let everyone receive safety protection a step earlier." Xu Yin said at the launch event.

Currently, only Porsche and a few domestic car companies have Full By-wire Chassis equipped on cars, but the price is expensive.

"We have moved the configurations of 400,000 and 500,000 Yuan level luxury cars down to the 200,000 Yuan level." Xu Yin said.

Secondly, since it is a Pure Electric Car, it still needs to compete on Pure Electric Energy Efficiency. IM LS6 brings the next-generation NEO Three-Electric Architecture this time. Adopting the latest Hurricane Motor, with technical support such as ultra-thin silicon steel sheets and rotor tunnel cooling, efficiency increased by 2.8%, and weight reduced by 8%.

The latest generation NEO Hurricane Motor paired with Energy Efficiency Master Management System 3.0 reduces百公里 energy consumption to as low as 12.7kWh, the lowest in its class. Global 800V High-Voltage Platform supports 396kW Super Fast Charging, recharging 500km in 15 minutes, and compatible with more than 90% of charging piles on the market."Not pursuing one-sided digital fast charging, but letting users charge fully and quickly at any pile." Xu Yin stated.

Third is Full-Range AI Intelligence.

IM AD Zeta Assisted Driving, jointly developed by IM and Momenta, empowers L2 functions with L4 model capabilities; Industry-first IM CLAW Lobster Agent can understand vague intentions and automatically plan routes. "Handling a string of tasks with one sentence, this is the real AI assistant." Jiao Qiao, Senior Director of IM Brand and User, introduced.

Jiao Qiao, Senior Director of IM Brand and User

But besides technology, Xu Yin also emphasized multiple times that the new generation IM LS6 also brings Aviation-Level Comfort and Luxury. 

Taking "Fridge, Color TV, Big Sofa" as an example, the new generation IM LS6 can also compete hard.

"Fridge"—11L double-door fridge is the largest in its class, both front and rear rows can easily retrieve items;

"Color TV"—Full series standard 27.1-inch 5K MiniLED Premium Cockpit Main Screen, featuring Rainy Night Mode 2.0, Full-Range Digital Vision Blind Spot Assistance, AIOS Interaction capabilities, passenger side can optionally select 15.6-inch 3K MiniLED Passenger Immersive Entertainment Screen;

"Big Sofa"—New generation LS6 full series driver's seat standard 4D Mechanical Massage Seats, massage intensity is 7 times that of pneumatic massage; Passenger side equipped with Zero-Gravity Chaise Lounge, with three adjustable modes; Every seat has ventilation, heating, massage.

IM LS6 also comes standard with Danish B&O Sound System, inviting masters for exclusive tuning, restoring music's original nature with Hi-Fi sound quality.

All the above technologies and configurations are IM's "old method"—downloading Million-Level Luxury Car function configurations to achieve Technology Equalization.

"New generation LS6 is our answer to the 200,000-level market with our greatest sincerity." Xu Yin said.

03

Battle for No. 1 in 200,000 Pure EV

Can the new generation LS6 recreate or even surpass the glory of that year?

This question is not only an industry doubt but also a proposition that Xu Yin's team must answer.

The first-generation LS6 once created a glory of topping the sales chart continuously at the end of 2023 and in 2024, but in 2025 sales temporarily fell. Among gains and losses, IM team naturally also conducted a review.

Now that the new generation LS6 is issued again, Xu Yin chose to respond to the battle with three dimensions: "Over-level Technology Configuration Full Value Perception + Emotional Value + Traffic Reception".

Recalling the four-generation iteration process of LS6, Xu Yin said, "Among the four generations, the first generation came standard with LiDAR, the industry first; the second generation landed Lingxi Digital Chassis, standard four-wheel steering, also our first; the third generation led the industry's large battery super range extension development; the fourth generation is today's Full By-wire Chassis."

Back then, LS6 was able to explode the market, relying on the "Entry-Level Standard" Technology Equalization tactic. This time the new generation LS6 continues this logic, with four major hardcore strengths standard.

Besides these core functions, configurations such as B&O Sound System, 4D Seats, Entertainment Screen, Fridge etc. are also provided, the pre-sale rights total value exceeds 35,000 Yuan, all limited time free upgrade.

Such technology and configurations make its value perception very prominent.

In the automotive consumption field, for a long time it was Brand + Dimensions + Function + Configuration that determined price, but in the Smart Electric Era, Emotional Value has also become a support point for price. The design, interaction taillights, welcome light carpet, retractable tri-screen of the first-generation IM LS6, etc., were all prominent manifestations of Emotional Value.

The new generation LS6 continues to explore emotional value perceivable by users. Like the driver's seat equipped with 4D Mechanical Massage Seats, massage intensity is 7 times that of pneumatic massage, with five ancient meridian techniques. Jiao Qiao said, "We worked hard all day in meetings, getting on the car and pressing a bit is very de-stressing."

Another example, Preparing Super Right-Row First Class Cabin for "The Boss at Home", with Zero Gravity and Chaise Lounge two modes can lie down to watch shows, paired with 15.6-inch 3K Super Large Screen, more comfortable than home sofa.

IM LS6 Super Right-Row First Class Cabin

Also in terms of color, IM LS6 adds Jimmy Silver, Late Summer Green two bespoke car colors, interior uses Artistic Diamond Perforation and Pyramid Nail Pattern—giving consumers who like Haipai design and pay attention to taste enough reason to buy.

In the pre-sale phase of the first-generation LS6, IM welcomed "Overwhelming Traffic", which was finally converted into sales. This time IM LS6 pre-sale, the heat is also good. Xu Yin introduced, "Display cars in stores nationwide are all ready, test drive cars are also ready." "For the customer flow growth brought by new car pre-sale, store reception support we have all implemented." Xu Yin said, as of last month, IM has 436 stores nationwide.

After the pre-sale price starting from 209,900 Yuan was announced, the new generation LS6 officially entered market competition.

Since Xu Yin took over IM, he did not lightly mention sales targets. After this pre-sale launch event, he just said, "I believe this car will be very competitive in the market, the results in the next step will make everyone satisfied."

But with a peak ahead, the new generation IM LS6 can only climb the peak again. From the product strength it shows, the Hit Gene is awakening.

Tiga tahun lalu, orang-orang IM merasai manis dan terpesona kejayaan produk yang meledak—

13 Oktober 2023, IM LS6 generasi pertama dilancarkan, pelayan pesanan terhenti lebih 20 minit.

November—Bulan penghantaran lengkap pertama, mereka menduduki puncak jualan kategori SUV Murni Elektrik Sederhana-Besar;

Disember mencatat 9,878 buah, memecahkan rekod bulanan tunggal, menyertai semula johan jualan;

Seluruh tahun 2024, LS6 dengan jualan kira-kira 41,000 buah meraih johan jualan tahunan SUV Murni Elektrik Sederhana-Besar;

Hingga Januari 2026, penghantaran terkumpul LS6 mengatasi 100,000 buah.

Kepuasan seperti ini, siapa yang tidak mahu merasainya lagi dan lagi, memegangnya dengan erat?

Walau bagaimanapun, dalam pasaran automotif China yang kompetitif, mana-mana "raja" mempunyai ribuan model yang sentiasa mencabar, "raja baharu" muncul bertubi-tubi, semua perlu pembaruan dan penambahbaikan dengan pantas.

10 September, IM LS6 generasi baharu telah tiba, penyenaraian harga awal bermula dari 209,900 Yuan.

Timbalan Presiden IM Motors Xu Yin mengumumkan harga tempahan awal IM LS6

"LS6 dikeluarkan pada 2023, hingga kini telah melalui empat kali pembaruan." Timbalan Presiden IM Motors Xu Yin berkata,"Kami berharap untuk membawa teknologi terkini secara berterusan kepada pengguna."

Tentu saja，Dalam "formula produk meledak" yang dirumuskan oleh IM, teknologi hanyalah satu pembolehubah. Jika membandingkan IM LS6 generasi pertama dan IM LS6 generasi baharu sepenuhnya, anda akan dapati banyak kesamaan di antara keduanya.

Inilah sesuatu yang pasti—

IM LS6 perlu merebut semula kejayaan yang telah hilang.

01

Johan Jualan Generasi Pertama, Bagaimana Ia Dibentuk?

Masa diputar ke belakang ke Oktober 2023. Pada ketika itu, pasaran SUV Murni Elektrik Sederhana-Besar, Tesla Model Y adalah satu-satunya yang menentukan harga, julat harga 260,000 - 350,000 Yuan hampir tidak dapat digoyangkan.

IM LS6 menghadapi persaingan secara langsung, menetapkan harga permulaan pada 214,900 Yuan, hampir 50,000 Yuan lebih rendah daripada Model Y. Yang lebih penting, semua model standard NVIDIA Orin-X chip dan radar laser, semasa tempoh hak pelancaran, pakej penggerak pintar percuma seumur hidup.

Strategi penetapan harga ini berasal dari logik yang mudah: Dalam persaingan pasaran China yang sengit, jika kerana produk yang baik menetapkan harga sederhana, ini bukan benar-benar baik kepada pengguna—hanya dengan mengubah ketulusan teknologi menjadi ketulusan harga, pengguna benar-benar mendapat manfaat.

Fakta membuktikan kejayaan strategi ini. Selepas LS6 dilancarkan, pelayan pesanan terhenti lebih 20 minit, trafik melebihi 50 kali ganda daripada jangkaan puncak.

Tetapi harga sahaja tidak cukup. IM telah membuat persediaan yang mencukupi untuk jualan panas ini: dari segi kapasiti, kilang Gangli mengaktifkan sistem dua giliran, kapasiti bulanan ditarik hingga 26,000 buah; dari segi saluran, titik penjualan berkembang cepat dari 200 ke 260 buah; proses penghantaran dipercepatkan, masa kenderaan pameran ke kedai, kenderaan ujian ke kedai tepat hingga ke hari.

Seri tangan gabungan "Teknologi Terdepan + Penetapan Harga Tepat + Nilai Penuh + Pengaliran Trafik", membolehkan LS6 menduduki puncak johan jualan berturut-turut pada dua bulan terakhir 2023, pada tahun 2024 keseluruhan, duduk stabil sebagai juara tahunan pasaran.

Masuk tahun 2025, persaingan pasaran lebih sengit, IM LS6 walaupun masih dalam pasukan teratas, tetapi nama johan jualan telah pergi ke tangan lain.

02

IM LS6 Generasi Sepenuhnya Baharu: Johan Jualan Kembali

10 September, IM LS6 Generasi Sepenuhnya Baharu tempahan awal, pembicara utama pelancaran adalah Xu Yin.

Xu Yin bulan Jun tahun ini dipulangkan dari Thailand SAIC ke negara asal, dilantik sebagai Timbalan Presiden IM Motors, mengendalikan IM Motors secara langsung.

Beliau yang kembali dari pasaran Thailand, serta-merta menghadapi persekitaran persaingan domestik yang lebih sengit, tetapi pengalaman 20 tahun lebih SAIC memberikannya keyakinan："Kami menekan semua akumulasi pembuatan kereta 70 tahun SAIC di sini, semua teknologi terkini adalah all in di kereta ini."

Xu Yin berkomunikasi dengan media selepas pelancaran

Seperti IM LS6 generasi pertama, IM LS6 generasi sepenuhnya baharu mesti memukul kad teknologi yang menguasai dari segi teknologi.

Pertama adalah "Permata di atas mahkota teknologi automotif", chassis kawalan paling panas dalam industri—chassis Lianxi Full-by-wire.

Berbanding chassis digital Lianxi IM sebelum ini, full by-wire bermaksud, bukan sahaja terdapat braking by-wire sebelum ini, tetapi juga terdapat steering by-wire.Tambahan lagi ia menggunakan reka bentuk tiga kali ganda keselamatan bertaraf penerbangan, mempunyai kelajuan respons pantas 20 milisaat, dan mempunyai jejari pusingan super kecil 4.49 meter.

Chassis full by-wire, juga merupakan keupayaan asas pemanduan automatik tahap L3. Tanpa by-wire, tanpa pemanduan automatik.

Kelebihannya juga terletak pada peningkatan keselamatan pengendalian.

"Keamanan lima bintang adalah dari kemalangan, by-wire adalah keselamatan sebelum kehilangan kawalan, chassis full by-wire perlu memberi perlindungan keselamatan kepada semua terlebih dahulu." Xu Yin berkata sedemikian dalam pelancaran.

Chassis full by-wire kini hanya digunakan oleh Porsche dan beberapa pengeluar kereta domestik, tetapi harganya mahal.

"Kami menurunkan konfigurasi kereta mewah kelas 400,000, 500,000 asal kepada tahap 200,000." kata Xu Yin.

Kedua, memandangkan ia kereta elektrik, perlu bersaing dalam kecekapan kuasa elektrik. IM LS6 kali ini membawa aritektur Tiga Elektrik NEO generasi seterusnya. Menggunakan motor hurikan terkini, dengan sokongan teknologi seperti lembaran silicon nipis, penyejukan terowong rotor, efisiensi meningkat 2.8%, berat dikurangkan 8%.

Motor hurikan NEO generasi terkini digabungkan dengan sistem pengurusan master kecekapan 3.0, penggunaan kuasa elektrik 100km serendah 12.7kWh, rendah dalam kelas. Platform tekanan tinggi 800V merangkumi menyokong cas pantas super 396kW, 15 minit cas 500km, dan serasi dengan lebih 90% stesen pengecas pasaran."Tidak mengejar cas pantas angka sepihak, tetapi membiarkan pengguna cas penuh, cas cepat di sebarang stesen." Xu Yin menyatakan.

Tiga adalah AI Pintar merangkumi.

IM AD Zeta pemanduan bantuan yang direka bersama IM dan Momenta, menggunakan keupayaan model tahap L4 untuk memberdayakan fungsi L2; IM CLAW Lobster agent pertama dalam industri, boleh memahami niat kabur, merancang perjalanan secara automatik. "Satu ayat boleh menyelesaikan satu siri perkara, barulah ini pembantu AI yang sebenar." Jiao Qiao, Pengarah Tinggi Merek dan Pengguna IM memperkenalkan.

Jiao Qiao, Pengarah Tinggi Merek dan Pengguna IM

Tetapi selain teknologi, Xu Yin juga menekankan berulang kali, IM LS6 generasi sepenuhnya baharu, juga membawa keselesaan dan kemewahan bertaraf penerbangan.  

Misalnya "Kulkas, TV, Sofa Besar", IM LS6 generasi sepenuhnya baharu juga boleh bertanding teguh.

"Kulkas"—Kulkas 2 pintu 11L terbesar dalam kelas, depan dan belakang mudah mengambil barang;

"TV"—Semua model standard skrin utama kenderaan 27.1 inci 5K MiniLED warna sempurna, mempunyai mod hujan malam 2.0, pelengkap bidang penglihatan digital merangkumi, keupayaan interaksi AIOS, penumpang depan boleh pilih skrin hiburan 15.6 inci 3K MiniLED;

"Sofa Besar"—Semua model LS6 generasi sepenuhnya baharu standard kerusi pemasaan mekanikal 4D pemandu, keamatan pemasaan 7 kali ganda pemasaan pneumatik; penumpang depan dilengkapi kerusi permaisuri graviti sifar, mempunyai tiga mod boleh laras; setiap kerusi mempunyai pengudaraan, pemanasan, pemasaan.

IM LS6 juga mempunyai sistem audio B&O Denmark standard semua model, mengundang master untuk tunning khas, kualiti bunyi tahap Hi-Fi mengembalikan warna asli muzik.

Semua teknologi dan konfigurasi di atas, adalah "cara lama" IM—menurunkan fungsi konfigurasi kereta mewah tahap jutaan, membolehkan hak sama teknologi.

"IM LS6 generasi sepenuhnya baharu, adalah jawapan kami menggunakan ketulusan terbesar, kepada pasaran kelas 200,000." kata Xu Yin.

03

Perdebatan Pertama Elektrik Murni 200,000

Bolehkah IM LS6 generasi sepenuhnya baharu mengulang semula atau malahan melampaui kemuliaan tahun-tahun dahulu?

Persoalan ini bukan sahaja keraguan industri, tetapi juga topik yang mesti dijawab oleh pasukan Xu Yin.

LS6 generasi pertama pernah mencipta kemuliaan mendaki puncak berturut-turut pada akhir 2023, 2024, tetapi jualan 2025 pernah jatuh. Keuntungan dan kerugian di antaranya, pasukan IM tentu juga telah menyemak semula.

Apabila IM LS6 generasi sepenuhnya baharu muncul sekali lagi, Xu Yin memilih untuk menggunakan tiga dimensi "Konfigurasi Teknologi Melebihi Kelas Nilai Penuh + Nilai Emosi + Pengaliran Trafik" untuk menghadapi perang.

Xu Yin semasa menyemak proses empat kali pembaruan LS6 berkata, "Dalam empat kali pembaruan, generasi pertama standard semua model radar laser, yang pertama dalam industri; generasi kedua adalah mendarat chassis digital Lianxi, standard pemanduan empat roda, juga yang pertama kami; generasi ketiga memimpin pembangunan bateri besar super peningkatan jarak industri; generasi keempat adalah chassis full by-wire hari ini."

Waktu itu LS6 boleh meletupkan pasaran, berterusan dengan "Silaan standard" kaedah hak sama teknologi.Kali ini IM LS6 generasi sepenuhnya baharu meneruskan logik ini, empat kekuatan utama hard standard.

Selain fungsi utama ini, konfigurasi seperti audio B&O, kerusi 4D, skrin hiburan, kulkas juga diberikan, nilai total hak tempahan awal melebihi 35,000 Yuan, semua disingkatkan masa percuma.

Teknologi dan konfigurasi seperti ini, membuatkan nilaiannya sangat menonjol.

Dalam bidang pengguna automotif, lama sekali jenama + saiz + fungsi + konfigurasi menentukan harga, tetapi dalam era电动 pintar, nilai emosi juga menjadi titik sokongan harga. Reka bentuk IM LS6 generasi pertama, lampu ekor interaksi, karpet selamat datang, skrin lipat tiga yang boleh naik turun, dll., semua merupakan perwujudan menonjol nilai emosi.

IM LS6 generasi sepenuhnya baharu terus meneroka nilai emosi yang boleh dirasai pengguna。Seperti pemandu dilengkapi kerusi pemasaan mekanikal 4D, keamatan pemasaan 7 kali ganda pemasaan pneumatik, juga mempunyai lima teknik meridian kuno.Jiao Qiao berkata, "Kami bekerja keras sepanjang hari bertemu, naik kereta dan tekan-sekan sangat lega."

Seperti juga, siapkan "Pimpinan Rumah" kabin utama kelas atas kanan super, mod graviti sifar, kerusi permaisuri boleh rebat mengikut drama, dilengkapi skrin 15.6 inci 3K super besar, lebih selesa daripada sofa rumah.

IM LS6 Kabin Utama Kelas Atas Kanan Super

Juga dari segi pewarna, IM LS6 menambah Dua warna kustom tinggi Perak Jimmy, Hijau Musim Panas Akhir, dalaman menggunakan corak belah berlian artistik dan corak paku piramid—memberi pengguna yang suka reka bentuk gaya Shanghai dan mengutamakan kelas cukup alasan untuk membeli.

Dalam fasa tempahan awal LS6 generasi pertama, IM telah menyambut "Trafik Luar Biasa", akhirnya juga bertukar menjadi jualan. Kali ini tempahan awal IM LS6, kehangatan juga tidak buruk. Xu Yin memperkenalkan, semua kenderaan pameran kedai di seluruh negara telah berada, kenderaan ujian juga sudah sedia. "Menjawab pertumbuhan trafik pelanggan yang dibawa oleh tempahan awal kereta baru, sokongan penerimaan kedai kami telah dilaksana sepenuhnya." kata Xu Yin, sehingga bulan lepas, IM mempunyai 436 kedai di seluruh negara.

Selepas harga tempahan awal bermula dari 209,900 Yuan diumumkan, IM LS6 generasi sepenuhnya baharu rasmi memasuki persaingan pasaran.

Sejak Xu Yin mengambil alih IM, tidak mudah menyebut sasaran jualan, kali ini selepas pelancaran tempahan awal, hanya berkata, "Saya percaya kereta ini akan mempunyai pasaran yang sangat kompetitif, keputusan seterusnya akan membuatkan anda semuanya puas hati".

Tetapi puncak ada di hadapan, IM LS6 generasi sepenuhnya baharu hanya perlu mendaki puncak lagi. Dari kuasa produk yang ditunjukkannya, gen produk meledak, sedang bangkit.

Kerugian selama lima tahun, jualan gagal tiga tahun berturut-turut, kerugian 44,000 yuan setiap unit terjual—IM tidak menukar CEO, tetapi menukar ketua pemasaran.

18 Ogos 2026, pelancaran pra-penjualan IM L6 Generasi Baharu. Di atas pentas berdiri wajah yang tidak dikenali—Xu Yin, gelaran Timbalan Pengurus IM. Sementara itu, CEO Bersama Liu Tao yang berada di bawah sorotan selama bertahun-tahun sebelum ini, tidak muncul langsung.

Pelancaran itu sendiri sangat meriah, tetapi orang di bawah lebih tertumpu kepada satu perkara lagi: Penyesuaian personaliti IM kali ini, sebenarnya menyesuaikan apa?

Jika dilihat dengan teliti, terdapat tiga soalan yang tidak dapat dielakkan.

Soalan Satu: Berdasarkan apa Jiang Jun masih berada?

Pertama, lihat fakta paling asas: Jiang Jun masih berada, dan kedudukannya sangat stabil.

Jiang Jun, lahir Mac 1970, kini adalah Naib Presiden SAIC Group dan CEO IM. Dilantik Naib Presiden SAIC Group pada Disember 2023, pada majlis penghantaran kenderaan ke-100 juta SAIC Group pada Mei 2026, beliau masih berdiri di samping Pengerusi Wang Xiaoqiu dan Presiden Jia Jianxu. Pada surat dalaman ulang tahun ke-5 IM pada Disember 2025, tanda tangan bersama juga oleh beliau dan Liu Tao.

Resume Jiang Jun sangat cantik: berasal sebagai Pengarah Servis Pasca Jualan SAIC-GM, bergerak sehingga Timbalan Pengurus SAIC Passenger Car dan Pengarah Eksekutif Jabatan Pemasaran, kemudian menjadi CEO IM. "Orang dalam" SAIC Group, latar belakang kukuh.

Tetapi soalnya: Bagaimana keadaan IM?

Pada 2025, jualan IM sepanjang tahun 81,000 unit, gagal capai sasaran tahun ketiga berturut-turut. Sasaran 2023 45,000 unit, sebenarnya 38,300 unit; Sasaran 2024 120,000-130,000 unit, sebenarnya 65,500 unit; Sasaran 2025 100,000 unit, kadar pencapaian hanya 81%. Kerugian bersih tahun 2025 sebanyak 3.598 bilion yuan, bersamaan kerugian 44,000 yuan setiap kenderaan terjual. Nisbah liabiliti aset tinggi hingga 90.8%. Sasaran pertengahan 2026 mencapai hanya 30.8%-36.4%. Jualan Jun 6,197 unit, kira-kira 6% daripada Leapmotor, 12% daripada Huawei HIMA. Kerugian pengedar berterusan melebar, di Kunming, Zhuhai, Shanghai banyak tempat pengedar menghadapi "krisis".

Sudah lima tahun, "Projek Utama" SAIC hanya memberikan hasil begini.

Sebagai CEO, siapa tentukan arah strategi? Siapa kendalikan kelajuan produk? Siapa putuskan sasaran jualan? Jika ini bukan tanggungjawabnya, apa sebenarnya tanggungjawab CEO?

Seorang CEO yang selama lima tahun tidak memberikan jawapan yang memuaskan, tidak hanya tidak disalahkan, malah dinaikkan sebagai Naib Presiden Group. Ini adakah masalah keupayaan atau masalah sistem?

Soalan Dua: Liu Tao kuasa dikurangkan—Adakah "peralihan lembut" atau "menyalahkan orang lain"?

Lihat lagi Liu Tao.

Liu Tao adalah "wajah" IM, juga "masalah" IM. Pada April 2024 pelancaran IM L6, beliau berkali-kali "provokasi" Xiaomi Motors, dalam perbandingan parameter juga salah label data pesaing, dimarahi Xiaomi melalui tiga Weibo berturut-turut, akhirnya IM meminta maaf pada waktu malam. Pada September tahun yang sama pelancaran LS6 baharu, beliau memandu sendiri buat persembahan drif, akhirnya dua kali langgar kon pentas. Pada Februari 2026, beliau meminta maaf secara rasmi untuk komen tidak sesuai mengenai insiden Tesla di Chaozhou tiga tahun lepas. Ditambah lagi melanggar peraturan semasa ujian drive, permohonan maaf skrin hitam kereta—Sejarah "maaf" Liu Tao hampir boleh menjadi sebuah buku.

April 2025, Liu Tao buat dua matlamat: jualan tahunan 100,000 unit, cawangan untung seluruh kos pada Disember. Yang pertama gagal, yang kedua capai—Tapi untung sebulan≠ untung jangka panjang, dalam konsensus industri di mana jualan bulanan stabil 30,000-40,000 unit baru capai keseimbangan, IM masih ada jarak dari garis keselamatan.

Ogos 2026, Xu Yin dengan gelaran Timbalan Pengurus mengambil alih pemasaran domestik, Liu Tao "pusat perniagaan beralih ke luar negara".

Masalahnya: Seorang CEO Bersama, kuasa paling asas pemasaran domestik "dibahagi" oleh Timbalan Pengurus satu tahap lebih rendah—Ini bukan penurunan kuasa apa lagi?

Tanya IM Public Relations, CEO Bersama memang satu tahap lebih tinggi daripada Timbalan Pengurus. Maka mengapa eksekutif tahap lebih tinggi, berdasarkan apa dia serah medan utama kepada orang tahap lebih rendah? Gelaran tidak berubah, kuasa hilang. Perkataan "peralihan lembut" ini, di mana-mana syarikat pun kelihatan sama.

Tetapi ini membawa satu masalah lebih besar: Masalah Liu Tao, adakah hanya masalah peribadi Liu Tao?

Gaya pemasaran Liu Tao—provokasi, sindir, drif gagal—tidak sehari jadi. Siapa setuju strategi ini? Siapa putus pelancaran ini? Jika Liu Tao sahaja boleh tentukan arah pemasaran IM, apa CEO Jiang Jun buat? Jika Jiang Jun setuju rancangan ini, adakah Jiang Jun perlu turut memikul "tindakan" Liu Tao?

Kirim Liu Tao pergi, ganti dengan Xu Yin, adakah mampu selesaikan masalah asas IM?

Soalan Tiga: Xu Yin—Seorang nombor tidak pasti, berdasarkan apa percaya dia?

Akhir sekali lihat Xu Yin.

Xu Yin adalah "pasukan lama" SAIC, kerja dalam Group hampir 20 tahun. 2015 jadi Pengarah Pemasaran Wilayah Brand Roewe, 2018负责全国新能源销售 SAIC Passenger Car. 2020 dihantar ke Thailand, jadi Pengurus Jualan MG (Thailand), Timbalan Pengurus SAIC Zhengda Ltd. Jun 2026 dipulangkan dari Thailand ke dalam negara, dilantik Timbalan Pengurus IM.

Resume tidak buruk, tapi resume bagus tidak sama dengan mampu menang perang IM ini.

Xu Yin akui sendiri: "Pasaran Thailand sendiri juga saiz besar, tapi pulangan selepas ini mendapati dalam negara lebih saiz, kelajuan juga lebih laju." Selepas pulang, dia rapat pengedar, dapat dua set data: Setengah tahun pertama dalam negara ada 527 kenderaan baharu; Januari ke Julai seluruh pasaran turun 20%.

Apa taktiknya? Tidak lagi "bersaing spesifikasi, bersaing jarak, bersaing 0-100", tapi berbekal "nilai emosi". Bersama-sama Prof. Jimmy Choo, label "Not For Everyone". Semua model standard chassis elektronik, guna teknologi keras sokong bawah, guna nilai lembut pecah gelanggang.

Dengar memang cantik, tapi boleh jualan berapa kereta?

Xu Yin sendiri tidak beri jawapan jelas. Dia kata: "Jika mereka puas, kita ada potensi besar, ada harga murah, saya percaya jualan akan datang sendiri."

"Terjadi begitu sahaja"—Empat perkataan ini, dalam industri kereta paling mahal. Dalam pasaran 500+ kenderaan baharu setengah tahun, dalam brand gagal capai sasaran lima tahun berturut-turut, "terjadi begitu sahaja" lebih seperti penghiburan diri.

Lagipun, Xu Yin baru ambil jawatan dua bulan. Kitaran pelancaran kereta mustahil hanya dua bulan, dia masuk L6 projek "kerja sudah ke peringkat pertengahan/seterusnya". Kejayaan atau kegagalan L6 ini, banyak bukan pujian atau kesalahan Xu Yin—Dia ambil jawapan yang digambar orang lain.

Menguji Xu Yin sebenar, kenderaan seterusnya, kitaran pemasaran lengkap. Tapi itu sekurang-kurangnya setahun kemudian.

Bolehkah IM menunggu?

Masalah sama di sebalik tiga soalan

Jiang Jun duduk tenang—Sudah lima tahun, laporan tidak baik, kedudukan tapi semakin stabil.

Liu Tao "peralihan lembut"—Pihak "asas" maruah pinggirkan, tapi masalah asas berapa banyak diselesaikan?

Xu Yin nombor tidak pasti—Resume cantik, taktik baru, tapi dalam pasaran kereta paling kejam China, semuanya belum disahkan.

Tiga soalan ini menunjuk satu masalah teras: Mekanisme akauntabiliti pengurusan IM, adakah wujud?

CEO tidak perlu tanggung gagal lima tahun, CEO Bersama sebab marketing gagal dipindah tapi gelaran tetap, Timbalan Pengurus baru diberi harapan tapi kitaran lengkap belum lalui—Ini bukan masalah yang boleh selesaikan satu penyesuaian personaliti, ini masalah struktur pengurusan.

Bolehkah Xu Yin menang perang ini? Tidak tahu. Boleh pastikan: Jika Jiang Jun terus "duduk tenang", jika akauntabiliti hanya di pelaksana tak sampai ke penyusun dasar, jika "peralihan lembut" jadi biasa—Ganti siapa, keputusan mungkin sama.

Kenderaan 100 juta pertama SAIC adalah IM LS9 Hyper. Ini kejayaan, juga tekanan. Tapi kejayaan tak boleh jadi nasi, jualan dan untung adalah hukum sebenar.

Nilai emosi Xu Yin boleh tukar jualan? Pasaran luar negara Liu Tao betul-betul luas atau betul-betul buang? Kedudukan stabil Jiang Jun betul-betul penentu atau tetap?

Jawapan tidak di pelancaran, di pasaran. Dan pasaran, tidak pernah tunggu orang.

Three days before the opening of this auto show, the all-new IM L6 officially started pre-sales, and it seems there was no doubt it would become the exhibition's "key word". However, IM Motors unexpectedly released another "big move".

On the first day of the 2026 Chengdu International Auto Show, IM Motors showcased its full range of products. Among them, the high-end limited edition and special edition models of the all-new IM L6, which just started pre-sales, appeared together, naturally occupying the "Center Stage" of the booth. Even more importantly, the brand also released a new product strategy on the day -- the "NEXT·2028" plan. Next, we take everyone to experience it on site.

New Strategy, Full Series "Enjoy First"

First, let's look at the "NEXT·2028" strategy heavily released by the brand today: As the core of this plan, IM Motors will achieve a comprehensive upgrade of the whole vehicle full domain experience with three technical pillars. Specifically, it includes SAIC Group's latest NEO powertrain architecture, a full-by-wire chassis with aviation-grade safety, and the IM Claw agent that "handles everything with one sentence".

It is reported that all subsequent IM models will be standard equipped with the above flagship technologies, allowing users to enjoy comprehensive advanced intelligent technology experience two to three years in advance. Among them, the all-new NEO powertrain architecture will build an electric pure "King of Energy Efficiency", the full-by-wire chassis will lead users to step into the aviation-grade safety era in all dimensions, and the full-domain intelligent upgrade will truly realize "full-domain doing it for you".

As the heavy landing model of the "NEXT·2028" strategy, the all-new IM LS6 will be officially released in September. It is reported that this car will be fully equipped with the above flagship technologies, and open the aviation-grade safety era of 200,000 Yuan level family SUVs, and will also be equipped with the "Super First Class Cabin" built with the aviation homogeneous concept, the brand even calls it the mobile "Land A320".

All-New IM L6: "Binary Stars" Attract Attention

Next, let's look at the just pre-sold all-new IM L6: As the most eye-catching version among them, the PROF. Jimmy Choo high-end limited edition jointly created by the brand and senior designer Jimmy Choo owns three aesthetic symbols, including Starry Crystal Glass Series Trim Pieces, "Bespoke Blue" Silk-textured Pearlescent Leather with Exclusive Signature Calipers, and multiple high-end exclusive signatures on the whole car.

Entering the car, Crystal Glass, Silk-textured Pearlescent Leather, High-end Exclusive Signatures three elements can be seen everywhere, improving cabin quality from visual and tactile two levels. Enabled by Qualcomm 8295 chip, the all-new IM L6's car machine interaction is smooth and responsive; at the same time, the IM AD 3.0 system jointly developed with Momenta can realize various advanced driver assistance functions.

As for performance aspects, the high-end limited edition also provides 76kWh and 93kWh two battery configurations to choose from, the latter's CLTC range can reach 850km. Under the empowerment of the all-new NEO Hurricane motor, the new car's "0-100" acceleration time only requires 2.74s -- based on this, the Sean Lee special edition model appearing with North American driver Li Hongsheng takes the potential directly to the max.

"Che Yi Quan" Viewpoint: Recent information shows that the internal personnel layout of IM Motors has been adjusted. While Xu Yin, who was transferred from Thailand to China in June, served as Deputy General Manager and took over domestic marketing and sales business, IM Co-CEO Liu Tao then turned to be responsible for overseas market operations -- change is happening, we can wait and see on IM Motors' next trend.

Tiga hari sebelum pembukaan pameran kereta kali ini, Model IM L6 Generasi Baharu Sepenuhnya secara rasmi membuka pra-penjualan, menjadi 'kata kunci' pameran seolah tiada keraguan. Namun, IM Motors secara mengejutkan tiba-tiba mengeluarkan satu 'langkah besar' lagi.

Hari pertama Pameran Kereta Antarabangsa Chengdu 2026, IM Motors menampilkan semua produk siri. Diantaranya, Model IM L6 Generasi Baharu Sepenuhnya versi Terhad High-End dan Model Khas yang baru dibuka pra-penjualan muncul bersama-sama, secara semula jadi menguasai 'Posisi Utama' di stesen pameran. Lebih penting lagi, pihak jenama pada hari itu juga memancarkan strategi produk baharu - Pelan 'NEXT·2028'. Di bawah ini, Penulis CarYiQuan akan membawa anda merasai di tempat.

Strategi Baharu, Semua Siri 'Nikmati Dulu'

Pertama, mari lihat Strategi 'NEXT·2028' yang dipancarkan pihak jenama pada hari itu: Sebagai teras pelan ini, IM Motors akan mencapai pengisian semula sepenuhnya pengalaman keseluruhan kenderaan dengan tiga tonggak teknologi. Secara khusus, termasuk arkitektur tiga kuasa terbaru SAIC Group iaitu NEO, rangka bawah kawalan penuh yang mempunyai keselamatan tahap penerbangan dan ejen pintar IM Claw yang 'menyelesaikan semua dengan satu ayat'.

Diketahui, model IM seterusnya akan semua dilengkapi dengan teknologi bendera tersebut, membolehkan pengguna menikmati pengalaman teknologi pintar yang lebih unggul sepenuhnya dua hingga tiga tahun lebih awal. Diantaranya, Arkitektur tiga kuasa NEO Generasi Baharu Sepenuhnya akan mewujudkan 'Raja Efisiensi Tenaga' elektrik tulen, rangka bawah kawalan penuh akan membawa pengguna ke zaman keselamatan tahap penerbangan secara menyeluruh, pengisian semula kecerdasan menyeluruh akan benar-benar mencapai 'menggantikan semua di seluruh domain'.

Sebagai model utama pendaratan strategi 'NEXT·2028', IM LS6 Generasi Baharu Sepenuhnya akan dilancarkan rasmi pada September. Diketahui, kenderaan ini akan semua dilengkapi teknologi bendera tersebut, dan memulakan zaman keselamatan tahap penerbangan untuk SUV keluarga pada paras 200,000 Yuan, lebih dilengkapi dengan 'Kabin Kelas Pertama Super' yang direka berdasarkan konsep asal penerbangan, pihak jenama bahkan menamakannya 'A320 Di Darat' yang bergerak.

IM L6 Generasi Baharu Sepenuhnya: 'Bintang Kembar' Menarik Perhatian

Seterusnya, lihat Model IM L6 Generasi Baharu Sepenuhnya yang baru dibuka pra-penjualan: Sebagai versi paling mencolok di antaranya, Versi Terhad High-End PROF. JimmyChoo yang dibina bersama oleh pihak jenama dan pereka senior Zhou Yangjie memiliki tiga simbol estetik, termasuk hiasan kaca kristal siri 'Star Glitter Crystal', 'Biru High-End' kulit mutiara berkesan sutera dan kaliper tanda tangan eksklusif, dan pelbagai tanda tangan eksklusif High-End pada seluruh kereta.

Memasuki kereta, tiga unsur Kaca Kristal, Kulit Mutiara Berkesan Sutera, dan Tanda Tangan Eksklusif High-End boleh dilihat di mana-mana, meningkatkan kualiti kabin dari dua aspek penglihatan dan sentuhan. Dikuatkan oleh cip Qualcomm 8295, interaksi kereta dan mesin IM L6 Generasi Baharu Sepenuhnya lancar dan responsif; Sementara itu, sistem IM AD 3.0 yang dibangunkan bersama dengan Momenta dapat melaksanakan pelbagai fungsi pemandu bantuan peringkat tinggi.

Seterusnya dari segi prestasi, Versi Terhad High-End juga menyediakan dua pilihan konfigurasi bateri 76kWh dan 93kWh, jujuk jauh CLTC model kedua boleh mencapai 850km. Di bawah pengisian daya motor NEO Angin Ribut yang baharu, masa pecut 'sifar ke seratus' kenderaan baharu hanya memerlukan 2.74s - Berdasarkan asas ini, model Khas Sean Lee yang muncul bersama pembalap Amerika Utara Li Hongsheng malah memaksimumkan potensi terus.

Pandangan CarYiQuan: Maklumat terkini menunjukkan susunan personaleal dalaman IM Motors telah diselaraskan. Semasa Xu Yin yang dipulangkan dari Thailand pada Jun menjadi Timbalan Pengurus dan mengambil alih perniagaan pemasaran dan penjualan domestik, Ketua Pegawai Eksekutif Bersama IM, Liu Tao beralih untuk menguruskan operasi pasaran luar negara - Perubahan sedang berlaku, kita boleh menantikan perkembangan seterusnya IM Motors dengan penuh harapan.

Operator Financial Network Auto Channel, Li Guangyan/Article

On August 18, the new generation IM L6 started pre-sales. At the launch event, Xu Yin made his public debut for the first time as the Vice President of IM Motors, indicating that IM Motors has undergone personnel adjustments.

It is understood that Xu Yin is a veteran of SAIC Group, working in the group for nearly twenty years, and had served at SAIC Motor Passenger Vehicle for a long time. In 2015, Xu Yin was appointed Senior Manager of Roewe Brand Marketing Department Roewe Regional Marketing (Zone 2 R), then in 2018, he appeared publicly as Senior Manager of SAIC Motor Passenger Vehicle New Energy Marketing Section, mainly responsible for the national new energy sales business of SAIC Motor Passenger Vehicle.

After this, SAIC Group began to vigorously develop overseas businesses, and Xu Yin was transferred to Thailand to be responsible for the sales of SAIC products in Thailand. Before taking the new position as Vice President of IM Motors this time, his disclosed title to the outside was the General Manager of MG Sales (Thailand) Co., Ltd. and the Deputy General Manager of SAIC Chengda Co., Ltd.

It is worth noting that during the new generation IM L6 launch event, Xu Yin was the sole presenter throughout, while IM Motors Co-CEO Liu Tao did not appear. According to information revealed in media group interviews, Liu Tao still serves as IM Motors Co-CEO, but the business focus has shifted to overseas market operations. In June of this year, Xu Yin was transferred back from Thailand to China, appointed Vice President of IM Motors, responsible for IM's marketing and sales business in China, and has only been in the post for about two months.

Public data shows that in July 2026, IM Motors' sales were 5,900 units, a year-on-year increase of 1.57%, with cumulative sales of 45,552 units in the first 7 months, a year-on-year increase of 82.45%. Although the increase is significant, there is still a considerable gap from the target of 110,000 to 130,000 units.

Xu Yin stated that he would not discuss specific sales targets, but win consumers with product strength and service. "If they are satisfied, we have such great potential, and such low prices, I believe the sales will follow naturally."

Operator Financial Network will continue to pay attention to the future development of IM Motors and Xu Yin.

Rangkaian Berita Ekonomi Pengendali Rangkaian Kereta Li Guangyan / Tulisan

18 Ogos, IM L6 edisi baharu sepenuhnya dibuka untuk pra-penjualan, di lokasi pelancaran, Xu Yin muncul secara terbuka untuk pertama kali sebagai Timbalan Pengurus IM Motors, ini menunjukkan IM Motors telah melakukan penyesuaian organisasi.

Menurut pengetahuan, Xu Yin adalah ahli veteran Kumpulan SAIC, bekerja dalam kumpulan hampir dua puluh tahun, pernah berkhidmat lama di Kenderaan Penumpang SAIC. Pada tahun 2015, Xu Yin dilantik sebagai Pengurus Tinggi Pemasaran Wilayah Roewe (Wilayah R Kedua) di Jabatan Pemasaran Jenama Roewe, kemudian pada tahun 2018, beliau muncul secara terbuka sebagai Pengurus Tinggi Pemasaran Bahagian Kenderaan Tenaga Baharu Kenderaan Penumpang SAIC, utamanya mengendalikan jualan kenderaan tenaga baharu SAIC di seluruh negara.

Selepas itu, Kumpulan SAIC mula mengembangkan perniagaan luar negara dengan pesat, Xu Yin dialihkan ke Thailand, bertanggungjawab atas kerja jualan produk SAIC di Thailand. Sebelum menunaikan tugas baharu sebagai Timbalan Pengurus IM Motors kali ini, gelaran yang didedahkan kepadanya ialah Pengurus Agung Syarikat Jualan MG (Thailand) Berhad, Timbalan Pengurus Agung Syarikat SAIC Zhengda Berhad.

Yang perlu diperhatikan, semasa pelancaran IM L6 edisi baharu sepenuhnya, Xu Yin menyampaikan ucapan sepanjang sesi, Pengarah Eksekutif Bersama IM Motors Liu Tao tidak muncul. Berdasarkan maklumat yang terdedah dalam temu bual media, Liu Tao kini masih menduduki jawatan Pengarah Eksekutif Bersama IM Motors, hanya fokus perniagaan beralih kepada pengurusan pasaran luar negara, pada Jun tahun ini, Xu Yin dipulangkan dari Thailand ke negara sendiri, dilantik sebagai Timbalan Pengurus IM Motors, bertanggungjawab atas pemasaran dan urusan jualan IM di dalam negara, kini baru sahaja mengambil alih jawatan selama kira-kira dua bulan.

Data awam menunjukkan, Julai 2026, penjualan IM Motors adalah 5900 unit, meningkat 1.57% berbanding tahun lepas, 7 bulan pertama terkumpul jualan 45552 unit, meningkat 82.45% berbanding tahun lepas. Walaupun kenaikan agak besar, ini masih jauh daripada sasaran 110,000 hingga 130,000 unit.

Xu Yin menyatakan, tidak membincangkan sasaran jualan yang spesifik, tetapi menggunakan daya saing produk dan perkhidmatan untuk memikat pengguna. "Jika mereka berpuas hati, kita juga mempunyai potensi sebesar ini, serta harga yang sangat rendah, saya yakin penjualan akan berlaku secara semula jadi."

Rangkaian Berita Ekonomi Pengendali akan memantau terus perkembangan IM Motors dan Xu Yin selepas ini.

"I admit the top concentration effect in this segmented market is very obvious, this must be faced squarely." During the post-pre-sale media group interview for the new generation IM L6 on the evening of August 18, IM Automotive Vice General Manager Xu Yin described the current competitive landscape of the large and mid-size new energy sedan market. This is also Xu Yin's first time facing the media with a new identity after being transferred back from Thailand.

As Xu Yin said, only 3 cars in the large and mid-size new energy sedan market sold over 5,000 units in July. Among them, Xiaomi SU7 led by a large margin with monthly sales of over 20,000 units; the second-ranked Shangjie Z7/Z7T sold 9,142 units; followed by Denza Z9GT with monthly sales of 5,344 units.

On the evening of that day, the new generation IM L6 started pre-sale, launching Max, Pro Max, and Ultra three standard versions, with pre-sale rights price starting from 219,900 yuan to 269,900 yuan. In addition, the new generation IM L6 Prof. Jimmy Choo Haute Couture Limited Edition also went on sale simultaneously, offering two battery configurations of 76kWh and 93kWh, with pre-sale rights prices of 234,900 yuan and 249,900 yuan respectively, with 1,000 seats opened in the first batch.

01

"Honest Configuration Pricing, Sales Will Follow Naturally"

Xu Yin described the new generation IM L6 as "having no weak points, only strong points, and the strong points are very prominent". This car did not make major changes in appearance design, and upgrades mainly focus on comprehensive innovation in chassis, three-electric systems, and intelligence.

First, the new generation IM L6 comes standard with a full line-controlled chassis. This is also the only car in the 200,000-yuan class sedan that has this feature, which was previously only available on models above 300,000 yuan. This chassis integrates full line-controlled steering, large angle line-controlled rear-wheel steering, and Continental Germany MKC2 line-controlled brakes, equipped with triple safety redundancy; the steering wheel reaches full lock in half a turn, combined with bi-directional 18-degree four-wheel steering, U-turns on narrow roads and parking in narrow spaces can be completed in one go.

The three-electric system is also comprehensively refreshed. The new generation IM L6 is equipped with SAIC's new NEO three-electric architecture, equipped with CATL 93kWh battery, energy consumption as low as 11.6kWh per 100km; CLTC range 850km; relying on the all-domain 800V platform, supports 396kW ultra-fast charging, 15 minutes can replenish 580km, and compatible with over 90% of charging piles on the market. In terms of performance, the new generation IM L6 accelerates from 0 to 100km/h in 2.74 seconds, braking distance of 100km/h is 33 meters.

In terms of intelligence, IM collaborated with Momenta to develop the IM AD intelligent driving system; at the same time equipped with IM Ultra Agent, can complete complex itinerary planning and real-time adjustments such as multi-point pickup and convenient stops via voice. In addition, the new generation IM L6 also comes standard with Danish B&O audio, instant sense smart control sunshading sky canopy, 5.7L warm and cold smart refrigerator, space chairs, etc. Especially the Danish B&O audio, Jiao Qiao emphasized, this configuration discussion continued until the pre-sale approaching stage, finally decided to standardize despite cost pressure.

"As for sales expectations, I am now more concerned about: whether consumers are satisfied with every detail we present, whether dealer service capabilities are improving, and whether every user who gets the car genuinely recognizes it. If all these can be achieved, with such great sincerity, so many configurations, and such competitive prices, sales will naturally follow." Xu Yin said. Although no clear sales figures were given, from this description, he is still confident in the market performance of the new generation IM L6.

02

L6 is a "Canvas", Jimmy Choo Collaboration Breaks Circles

"Don't just talk about parameters, such as 2.74 seconds, 800 volts, 850 kilometers, but think more about what emotional value can be provided to users." Xu Yin proposed, why does the heat of some cars drop after selling for two or three months? The reason is that the product does not change, but consumer aesthetics and taste are changing. "If you can't keep up, you will be neglected." Xu Yin said.

IM Brand and User Senior Director Jiao Qiao further described L6 as a "canvas". He believes that on the basis of L6's original design and technical foundation, cars can have more possibilities and attract different users through different co-branding and collaborations. This new generation IM co-released Prof. Jimmy Choo Haute Couture Limited Edition is the co-branded design between IM and British Royal Honorary Chinese Designer Prof. Jimmy Choo (Zhou Yangjie).

In the movie "Love Myth", a shoe cobbler said "Every woman needs at least one pair of Jimmy Choo in her lifetime". In the new generation IM L6 Prof. Jimmy Choo Haute Couture Limited Edition, design elements such as star-radiant crystal glass fittings, "Haute Couture Blue" silk-feel pearlescent leather, soft-light mother-of-pearl trim panels, etc., are integrated, and the rear tail also has Prof. Jimmy Choo's handwritten signature logo. In addition, placing an order for this version of the model also gifts exclusive rights such as high-end footwear.

Xu Yin summarized this collaboration with three words: Style, Break the Circle, Resonate at the Same Frequency. "Currently the automotive market homogenization is serious, the audience circles of most models are relatively fixed, brands and products are easily limited within existing circles." Xu Yin stated, this collaboration with Jimmy Choo is an important attempt for IM to break the circle. Currently, the communication linkage with fashion media such as Vogue has successfully let IM L6 jump out of the automotive circle, into the public fashion vision, achieving the initial plan.

When describing the new generation IM L6, Jiao Qiao mentioned the phrase "Not For Everyone" many times. This phrase translated is "Not suitable for everyone". Jiao Qiao explained: "This is not that we don't want to sell cars, but this car indeed represents unique personality. We believe a car cannot express everyone's character at the same time, but can do it one by one."

It is reported that at the Chengdu Auto Show, IM will also launch an IM L6 with a completely different style with Chinese tuner master Sean Lee (Li Hongsheng), emphasizing handling performance and driving texture more. "We hope to cover a wider range of people with hardcore driving control experience while maintaining the high aesthetic and style of this car, to please both men and women." Xu Yin said.

03

Increase Sales, Focus on Pure Electric + Overseas Market

"Coming back to domestic for these two months, I felt the intensity of the Chinese market deeply." Xu Yin shared a set of domestic market data that "shocked" himself: First, 527 new cars were released in the Chinese market in the first half year; the entire market dropped by 20% from January to July. Under this situation, Xu Yin admitted that IM brand indeed has "sales pressure for the whole year".

At the same time, Xu Yin also saw the opportunity. "The pure electric market is growing, the decline is mainly in the range-extended and fuel markets. This fits exactly the release rhythm of the three new generations of pure electric vehicles we started today in the second half of the year. Our idea is to actively respond to market changes and put our best pure electric products into competition." Xu Yin said.

According to the plan, in August, IM will launch the new generation IM L6; in September, the new generation LS6 will be launched, with significant improvements in three-electric systems, chassis, AI Agent, and comfort configurations; in October, the LS8 pure electric version will be launched. "Although the market overall is falling, but our direction is very clear: First, on products, the pure electric market is still rising, we go with the flow; Second, on terminal service capability, I hope every user is satisfied when mentioning our car. Once users are satisfied, sales will be a matter of course." Xu Yin said.

"Going overseas is a topic that cannot be avoided now. Just like domestic cannot avoid intelligent driving, going overseas is a strategic direction that all OEMs must face, IM is no exception." Xu Yin stated, IM's layout overseas will accelerate, this is an "undoubted direction". It is reported that currently IM Co-CEO Liu Tao is specially responsible for overseas business operations, focusing on the European market, Southeast Asia, Middle East, Australia and New Zealand are also being developed simultaneously. According to the plan, next LS8 will also go overseas, may launch left-hand drive and right-hand drive versions, power forms mainly pure electric, some markets will also consider launching range-extended versions.

On August 10, IM Motors announced that the all-new IM L6 x Prof. Jimmy Choo Bespoke Limited Edition will be unveiled on August 18. On August 7, IM officially announced that Jimmy Choo, a Chinese-British footwear designer and recipient of the Order of the British Empire, has joined to serve as the bespoke design master.

Jimmmy Choo, originally from Meixian, Guangdong, received the Knight Bachelor of the Order of the British Empire from the British Queen in 2003, was awarded the Datuk title in Malaysia in 2004, was recognized as one of the World's Outstanding Chinese Designers in 2011, and won the Cultural and Artistic award at the 'Influential Chinese People Ceremony' in 2012. Based on the teaser posters, the Bespoke Limited Edition will feature a multi-faceted finely polished 'Crystal Badge', a crystal camera cover, 'Dream Blue' precision-sprayed brake calipers, and 40 years of pearl and shell craftsmanship.

10 Ogos, IM Motors mengumumkan bahawa edisi terhad custom baharu IM L6 x Prof. Jimmy Choo akan dilancarkan pada 18 Ogos. Pada 7 Ogos, IM mengesahkan secara rasmi pereka kasut keturunan Cina dan penerima Pingat Empire British, Zhou Yangjie (Jimmy Choo) bergabung, bertugas sebagai Pakar Rekaan Custom.

Zhou Yangjie berasal dari Meixian, Guangdong. Pada 2003, beliau dianugerahkan gelaran Ksatria Darjah Empire British Kelas Empat oleh Ratu Britain. Pada 2004, beliau menerima Darjah Datuk Malaysia. Pada 2011, beliau dipilih sebagai Pereka Cina Cemerlang Dunia. Pada 2012, beliau menerima anugerah dalam bidang seni dan budaya daripada "Upacara Orang Cina Mempengaruhi Dunia". Berdasarkan poster pra-pelancaran, Edisi Terhad Custom ini akan dilengkapkan dengan "Penanda Kristal" yang digilap teliti di pelbagai sisi, pelindung kamera kristal, kaliper brek semburan tepat berwarna "Biru Mewujud Impian", hiasan seni mutiara selama empat puluh tahun dan lain-lain.

On May 28, 2026, SAIC Group held the "World's First 100 Millionth User Delivery Ceremony" at the World Living Room of Shanghai North Bund, becoming the first automotive group in the history of China's automotive industry to exceed 100 million cumulative production and sales. Previously, only the United States, Japan, Germany, South Korea, etc. had "100-million-level automakers." SAIC's breakthrough marks a new historical step for China's automotive industry.

Over 70 Years, From Hand-Built to Leading

SAIC's starting point was the Shanghai Internal Combustion Engine Parts Manufacturing Company, established in 1955. In 1958, workers hammered out the first "Phoenix" sedan in an alley factory, achieving the "zero breakthrough" for Shanghai's sedan manufacturing.

Subsequent key milestones: The first Santana rolled off the line in 1983,开启 a new era of joint cooperation; Shanghai GM was established in 1997, creating the "Shanghai Speed" of 23 months from factory construction to vehicle launch; In 2006, the independent brand Roewe was born; In 2016, the world's first Internet car Roewe RX5 was launched; In 2020, the high-end smart electric brand IM Motors was established. Over 70 years, SAIC has experienced and driven the entire process of China's automotive industry from nothing to something, from weak to strong.

IM LS9 Hyper, SAIC's Culmination of Technology

The 100 millionth vehicle delivery model is IM LS9 Hyper, known as the culmination of SAIC's technical strength. It is equipped with three major core technologies:

Full Steer-by-Wire Four-Wheel Steering: The first fully steer-by-wire steering technology in China verified by the China Automotive Technology and Research Center, pre-installed with redundancy capabilities for L3 and higher-level intelligent driving.

Maximized Intelligent Driving Hardware: 520-line super-vision LiDAR + NVIDIA Thor chip, paired with Momenta end-to-end reinforcement learning large model.

Three-Electric Systems: Global 800V high-voltage platform + Star Super Range Extender, with comprehensive range exceeding 1400 km; First equipped with SAIC Golden Label Hurricane Three-Motor, joining the "3-Second Club".

It is worth mentioning that IM LS9 Hyper launched the "Endogenous Security" technology jointly with Purple Mountain Labs globally, expanding the automotive safety boundary from physical security to information and system security.

The 100 millionth user is Cao Xudong, CEO of Momenta — SAIC's core strategic partner in the intelligent driving field. "Partner becomes owner" is a microcosm of deep technological co-creation.

January to April Sales 1.302 Million Vehicles, Four Consecutive Months Champion

The foundation of 100 million vehicles is solid market performance. From January to April 2026, SAIC Group cumulatively sold 1.302 million vehicles, ranking first among Chinese automakers for four consecutive months. Among them, independent brand sales were 910,000, accounting for nearly 70%; New energy vehicle sales were 412,000; Overseas market sales were 459,000, a year-on-year surge of 50.2%.

Regarding R&D investment, in the past decade, SAIC has cumulatively invested over 150 billion yuan in new energy and intelligent connected fields, forming nearly 26,000 valid patents. In 2014, the sales proportion of SAIC new energy vehicles was less than 0.1%, while in 2025, this proportion exceeded one-third.

Global Layout, Products Spanning Over 170 Countries and Regions

SAIC is a pioneer in China's automotive industry "going global." Currently, it has over 100 parts production bases and over 3,000 dealer networks overseas, with 3 major R&D innovation centers including London, and 4 production centers in Thailand, Indonesia, India, and Pakistan. SAIC Logistics owns 42 roll-on/roll-off ships, with 8 international routes covering Southeast Asia, Europe, and the Americas.

As of now, SAIC's products and services cover over 170 countries and regions, with cumulative overseas sales exceeding 7 million units. MG has won the champion of European sales for Chinese brands for 11 consecutive years; in 2025, European annual sales exceeded 300,000, becoming the first Chinese automotive brand to accumulate over one million sales in Europe and the UK.

In 2025, SAIC released the overseas "Glocal Strategy" (Global + Local), accelerating the shift from "Product Going Global" to "Value Chain Going Global".

Final Thoughts

100 million vehicles is not the end point, but a new starting line for SAIC to "start a second entrepreneurship" towards the future of smart electricity. From 1955 to 2026, from the first user to the 100 millionth user, from "hand-built" manufacturing to global technology leadership, SAIC's development history is itself a condensed history of the rise of China's automotive industry. SAIC has already proved the depth and resilience of China's automotive industry with 100 million vehicles. Who will be the next 100-million-level automaker?

On the afternoon of May 28, 2026, the 100,000,000th vehicle of SAIC Motor — an IM LS9 Hyper — was delivered at the Shanghai North Bund World Living Room to SAIC's 100 millionth user, Momenta CEO Cao Xudong.

The delivery list provided by SAIC Motor shows that the 99,999,999th user is Yang Chen, a former Chinese national football team player who played in Germany; the delivered model is SAIC Volkswagen ID. ERA 9X, and the delivery location is Shanghai Anting. In addition, for users from the 99,999,996th to the 100,001,100th, apart from the majority of users from China, there were also users from London, UK; Jakarta, Indonesia; and Singapore, and models included multiple models from multiple brands such as Shangjie Z7, Huajing S, MG4 EV Urban, AUDI E7X, Buick Zhijing Shijia, Sunwin Series 10 Pure Electric Bus, and Jiyue Danaka T1.

Sales data from January to May this year shows that SAIC Motor has cumulatively sold 1.651 million new vehicles, of which overseas cumulative sales reached 589,000 units, accounting for a proportion of up to 35% of the group's sales. Among them, in Australia and New Zealand, the MG3 and MG4 led, with market share shares of 21.1% and 12.8% respectively, ranking TOP 1 and TOP 3 in the CAR-B segment market; in Belgium, MG sales doubled directly; in the UK, the MG brand ranked in the top six; in Chile, MG ZS successfully took the top spot in the local SUV market. Especially in SAIC's largest overseas regional market — Europe, the global car brand MG cumulatively sold 150,000 units from January to May, a year-on-year increase of 20%, continuing to claim the title of "Chinese Brand Europe Sales Champion".

Data from 2025 shows that SAIC Motor's cumulative sales reached 4.507 million units, ranking 7th among global automotive groups, leading world-established automotive groups such as Ford and Honda. This means that today's SAIC Motor has transformed from the "handcraft workshops" of those years into a global automotive enterprise.

From Hand Hammering to 18 Consecutive Years of Sales Champion, Haipai Culture is Key

SAIC Motor's growth history is basically a microcosm of the Shanghai automotive industry, and even the national automotive industry, going from 0 to 1, from weak to strong.

In 1955, the predecessor of SAIC Motor — Shanghai Internal Combustion Engine Parts Manufacturing Company — was established. This company consolidated a total of 274 original factories and workshops in the entire industry, the vast majority of which were alleyway handcraft workshops and small private repair and matching workshops. This illustrates the hardships of the start of China's automotive industry.

In 1958, workers hammered out the first "Phoenix" brand sedan with hammers, achieving a "zero breakthrough" in Shanghai sedan manufacturing.

Then in 1978, the state established the policy that "joint venture operations can be carried out", and Shanghai Volkswagen and Shanghai General Motors were established successively. As the earliest generation of joint venture enterprises in China, Shanghai Volkswagen's greatest contribution was "persisting in German Volkswagen's high standards, enabling the Chinese automotive standard system to span 30 years". "Shanghai General Motors established in the late 1990s also brought the full set of models for contemporary automotive marketization operations: network, brand, public relations, service, used cars, evolving from pure manufacturing to forming systemic competitiveness in the value chain". Li Anding described the contribution of joint venture enterprises under SAIC Motor to the entire Chinese automotive industry in this book "Car Diary".

In fact, not only joint venture enterprises, relying on the unique "Haipai Culture", SAIC Motor was the sales champion of Chinese car companies every year during the 18 years from 2006 to 2023. In these eighteen years, various parts enterprises, forward-looking technology research and development centers led and founded by SAIC Motor, the vast majority have become the leaders or market segment drivers of the entire Chinese automotive industry. China as a whole also established a highly complete and developed automotive supply chain. It was thanks to this highly developed and complete automotive supply chain that there were the magnificent new energy vehicles in the Chinese market later.

"A century of historical sedimentation has created the 'Haipai' connotation of Shanghai automobiles: open, market-oriented, integrity; exquisite craftsmanship, superior quality; inclusiveness, good at building bridges between East and West." Li Anding wrote so in the book "Car Diary". In fact, this openness, marketization, integrity, exquisite craftsmanship, and superior quality are also a true portrait of SAIC Motor.

From Joint Venture to Independent, SAIC Motor's Final "Butterfly Transformation"

If the "Phoenix" born in 1958 represents the original intention of China developing independent brands, IM Motors established by SAIC Motor in 2020 represents Chinese automotive professionals who have always stood at the forefront of China's automotive industry, experiencing decades of wind and rain, still not forgetting this original intention.

Shanghai has always been Shanghai, and SAIC has always been that SAIC.

In 2003, SAIC Motor launched the acquisition of the British century-old factory Rover, the acquisition target was only the intellectual property rights of two Rover 25 and Rover 75 models. This is completely different from the situation where most Chinese automotive enterprises acquire the brand itself along with the industrial M&A overseas. This means that from the beginning, SAIC Motor has chosen the road of fully developing independent brands.

In 2006, SAIC Motor launched the brand-new independent brand Roewe, the first car chosen was the mid-size car Roewe 750, hoping to break away from the old road of Chinese brands "poor quality and cheap price". In comparison, in the past era, most independent brands often chose to start from compact cars or even micro cars. SAIC Motor in 2006 was undoubtedly one step ahead. In 2016, SAIC Roewe launched the world's first mass-produced Internet car Roewe RX5, which further set off the development wave of Internet cars in the entire Chinese market later.

In 2020, SAIC Motor established the IM brand, the pricing and positioning of the new brand was clearly aimed at the high-end market. From the current trend that the market share of independent brands in China's automotive market is getting higher and higher, and independent high-end brands are beginning to occupy the BBA market share on a large scale, SAIC Motor's approach, its foresight, and determination to pursue brand elevation are obvious.

Latest data shows that in recent years, the proportion of independent brand sales of SAIC Motor in the group has been increasing, first breaking 50% in 2021, reaching 65% in 2025, and this year January-May even broke 70% for the first time, reaching 71.1%. SAIC Motor's striving upward has much to do with SAIC Motor's innate Haipai Culture.

Nowadays, not only SAIC's independent brands Roewe and IM, including overseas brands cooperating with SAIC, German Volkswagen and American General Motors, are all making use of SAIC Motor as an important innovation base, starting the development path of comprehensive transformation towards electrification and intelligence.

On May 20, 2024, again at the World Living Room, SAIC Motor and Audi Cars officially signed a cooperation agreement to jointly develop multiple high-end intelligent electric new cars for SAIC Audi and jointly develop Advanced Digitized Platform intelligent digital platform. Audi Cars, for this cooperation, even went so far as to use the AUDI letter logo, a logo used when the Audi brand was established, as the brand logo for SAIC Audi. The last time this logo appeared independently as an Audi brand car logo can be traced back to 1994, 30 years ago.

"Audi Cars possesses powerful high-end model product definition, whole vehicle R&D and engineering technology capabilities; SAIC Motor's intelligent electric innovation technology is industry-leading, both sides will join hands through this cooperation to "technologically empower" SAIC Audi, fully support joint venture brands to sprint on new tracks and grasp new opportunities", both sides wrote so on the cooperation agreement. "SAIC Motor's intelligent electric innovation technology is industry-leading", for China's automotive industry, obtaining recognition from the German automotive industry which once led China's automotive industry significantly, and becoming a partner on equal footing with German cars, took China's automobiles a full 40 years. And for SAIC Motor established in 1955, it took a full 71 years.

Not only that, in April 2026, SAIC and Audi further cooperated to set up the Audi Innovation Technology Center in Shanghai Anting, forming the AUDI brand's technology home port in China, helping SAIC Audi continue R&D in China. This innovation technology center is even Audi's first "full value chain" R&D entity outside of Europe.

China R&D, China manufacturing luxury brand cars, re-exporting globally, this is SAIC Audi's new brand goal. Behind this brand goal, the underlying logic is precisely SAIC Motor's industry-leading intelligent electric innovation technology.

In fact, not only Volkswagen, but General Motors from the United States is also making use of SAIC Motor to build its intelligent electric vehicle whole vehicle R&D and manufacturing base in China. The brand-new high-end new energy sub-brand Zhijing of SAIC General Buick was established in such a context. Looking at the sales volume this year in May, Buick Zhijing terminal sales reached 12,253 vehicles, a month-on-month surge of 64.8%.

In fact, the first "Joint Venture" partner chosen by China's initial automotive industry was American General Motors, not German Volkswagen. And the concept of Joint Venture was also proposed by General Motors CEO Thomas Murphy at that time when he came to China to discuss cooperation in October 1978. Nowadays, SAIC Motor's cooperation with General Motors has also gone from the initial "Joint Venture", to later establishing the global R&D innovation base PanAsia Automotive Technical Center jointly by both sides, to now Zhijing brand focusing on new energy vehicles, SAIC Motor's technical weight in the entire Joint Venture system has been raised to a new height.

"The accumulation of a century of Haipai car culture has not only made Shanghai the backbone of China's car manufacturing industry, but also made Shanghai the earliest starting and most accomplished car R&D innovation base. This point, although the competent authorities and media have not paid sufficient attention, multinational corporations have already regarded it as a rare cooperative force." This is the observation given by Li Anding when writing the book "Car Diary" in 2010. More than ten years later, the constantly evolving cooperative relationship between SAIC Motor and Volkswagen, General Motors further confirmed Li Anding's observation.

Just on the afternoon of May 28, at the delivery ceremony of SAIC Motor's 100,000,000th new vehicle, a new car delivery ceremony originally worthy of being written extensively by enterprises and the entire industry "China's First 100-Million-Level Vehicle Enterprise", instead appeared restrained and low-key.

On the entire delivery ceremony, among the delivered car owners, there were former national team players and football stars like Yang Chen, current CEOs of top-tier enterprises like Momenta Cao Xudong, internet celebrities like Luo Zhenyu, Indonesian active national team players, DHL Senior Vice Presidents, and Village Party Secretaries, etc. Models also included multiple brands from passenger cars to commercial vehicles, from ordinary family sedans to luxury cars. But in this press conference, there were no leadership speeches popular in the industry, no parameter stacking that consumers found somewhat annoying, and no exaggerated and affected emotional performance. All temperature, height, breadth, and depth condensed into a string of numbers: 100,000,000.

From 0 to 1, from 1 to 100 million, it is less said that SAIC Motor is telling an "100-Million-Level Vehicle Enterprise" industry story, telling the era changes spanning a full 71 years, rather, it is telling the life legend of 100,000,000 users. Just as SAIC Motor's corporate Slogan says: Understand Cars, Understand You Better. This is what SAIC Motor wants to accomplish.