GAC and Huawei Appoint CEO for New Qijing Joint Brand

In an announcement on September 25, GAC Group and Huawei named Liu Jiaming as the CEO of their collaborative automotive brand, Qijing. Liu, who brings over 25 years of experience from GAC Toyota and GAC Group, is tasked with spearheading brand strategy, product planning, and market development for the new venture. His extensive background in sales and technical management is expected to be an asset as the brand prepares to enter the competitive Chinese market.

The Qijing brand, whose name translates to 'Venue' in English, aims to make its mark with its debut model, codenamed F03. This vehicle, which is set to hit the market in 2026, will be available with both battery electric vehicle (BEV) and extended-range electric vehicle (EREV) powertrains. During its hot-weather tests in the Chinese desert, the prototype was spotted with features like retractable door handles and frameless side mirrors, signaling a modern design approach. As the joint venture's first offering, the F03 is priced at over 300,000 yuan (approximately $42,060 USD), targeting the mid-to-large sedan segment.

GAC and Huawei's history of collaboration has set a solid foundation for the Qijing brand. Huawei, known for its cutting-edge technology, has previously provided software solutions for GAC models, enhancing their connectivity and user experience. The Qijing brand is expected to leverage Huawei's advanced driver assistance and infotainment systems, although it will maintain independent decision-making from other Huawei-associated brands like Aito and Luxeed. This strategic independence could allow Qijing to carve out a unique identity within Huawei's automotive ecosystem.

While details on the Qijing F03 remain limited, it is anticipated that the model may incorporate elements from GAC's previous concept vehicles, such as the Trumpchi Concept 1. This earlier collaboration between GAC and Huawei featured a large sedan design with an EREV powertrain capable of over 300 km on a single charge. The integration of similar technologies could enhance the F03's appeal by offering a blend of performance and efficiency.

As the Qijing brand prepares for its market introduction, the broader implications for the Chinese automotive industry are significant. With the NEV market in China rapidly expanding, GAC and Huawei's joint venture could influence market dynamics, especially in the mid-to-high-end segment. The collaboration is indicative of a broader trend where traditional automakers and tech companies are joining forces to drive innovation and meet the evolving demands of environmentally conscious consumers. The success of the Qijing brand could set a precedent for future automotive collaborations in the technology-driven landscape.