Xiangjie Brand Insights: Capitalizing on a Young Market and Impressive Sales Growth
Key Points:
- The average age of Xiangjie car owners is a youthful 34 years, indicating a shift in consumer demographics.
- The Xiangjie S9 series has achieved impressive sales, with the S9T model alone selling 4,847 units in October.
- Xiangjie aims to dominate the luxury vehicle market by targeting high-end segments with a starting price of over 300,000 yuan.
In a recent interview at the 2025 Guangzhou Auto Show, Sun Guiyang, Vice President of BAIC New Energy and Xiangjie Division, shared intriguing insights about the Xiangjie brand and its market performance. Notably, the average age of Xiangjie car owners stands at just 34 years. This statistic highlights a significant demographic shift, portraying a younger, more dynamic consumer base eager for innovative and high-quality automotive offerings.
More than 90% of Xiangjie’s new franchisees are associated with luxury brands, positioning the company strategically within the competitive landscape of luxury vehicles. This affiliation with upscale brands suggests a concerted effort to attract high-income consumers who value not only performance but also prestigious ownership experiences.
The Xiangjie S9 series, particularly the S9T model, has demonstrated remarkable success in recent months. With October sales hitting 6,700 units—of which 4,847 were for the S9T—these figures surpass the annual sales of medium and large station wagons from leading brands like BMW, Benz, and Audi (commonly referred to as BBA) in China for 2024. This achievement indicates significant differentiation and attraction in an increasingly saturated market.
To maintain this momentum, the company has purposefully targeted the high-end vehicle market with a starting price of over 300,000 yuan. Sun Guiyang remarked on this strategy, emphasizing their intent to capture a challenging segment right away, paving the way for easier market penetration in subsequent ventures. This proactive approach is designed to leverage the potential of customers seeking cutting-edge technology and luxury features, ensuring continued relevance and growth.
At the recent launch event for the Xiangjie S9, notable industry leader and Huawei Managing Director Yu Chengdong unveiled impressive sales data. The S9T model sold over 30,000 units in just 66 days post-launch, underscoring its strong market acceptance. Additionally, from September to October, the Xiangjie S9T was recognized as the best-selling medium and large new energy sedan priced above 300,000 yuan in China—a remarkable feat that sets a new benchmark in the station wagon market.
The demand for Xiangjie vehicles is supported by robust manufacturing capabilities as the Xiangjie Super Factory operates at full production capacity. As of October, the facility achieved an impressive output of 7,000 units per month, with plans in place to ramp up to a monthly capacity of 10,000 units. This production agility not only addresses current demand but also positions the brand for future growth amidst rising market expectations.
In conclusion, Xiangjie is adeptly navigating the competitive luxury car segment by appealing to a younger demographic and achieving record sales in their S9 series. By strategically positioning their offerings with high-quality design and technology, they stand to redefine the landscape of new energy vehicles in China. As they continue to enhance production capabilities and strengthen brand loyalty, the future looks promising for Xiangjie and its ambitions within the automotive industry.
