GAC Group aims to "fight with knives" in the high-end market

Author | Zhou Zhiyu

Editor | Zhang Xiaoling

As the automotive industry enters the deep waters of the second half of intelligence, GAC is also bringing out black technology to carve out a niche in the fierce market competition.

On the evening of March 18, GAC launched its intelligent technology brand "Star Spirit Intelligent Travel," and the ADiGO PILOT intelligent driving system was upgraded to ADiGO GSD, divided into five levels based on computing power and functionality. At the same time, GAC's three major independent brands have different positioning, with Haobo positioned as the leader in intelligent driving, and Trumpchi and Aion positioned as popularizers of intelligent driving.

GAC Group Chairman Feng Xingya bluntly stated, "The L2 track is already too crowded; the real battlefield is in L3/L4." In his view, 2025 may become the inaugural year for advancing L3-level intelligent driving technology.

The first product after the rebranding of GAC Haobo, the Haobo HL, was another highlight of the evening, as GAC equipped it with a series of hardcore configurations, targeting popular models such as Aito M9 and Li Auto L8.

Huang Yongqiang, head of GAC Group's brand marketing department, stated that GAC Group's support for Haobo is "unlimited." This indicates that GAC is attempting to make a strong push in the high-end market through Haobo, using the Haobo HL as a lever to shift consumer perceptions towards "technology for all," aiming to gain a share in this competitive market.

This press conference was not only a concentrated display of GAC's technological strength but also a clear signal to the outside world—against the backdrop of new energy penetration exceeding 50% and a heated industry price war, GAC is launching a charge towards the future through a "total offensive on intelligence" and "systematic reform."

Technological Equality

GAC's "Star Spirit Intelligent Travel" action plan is essentially a movement for technological inclusivity covering the entire product line. Its core goal is to transform high-level intelligent driving from "exclusive to the high-end" into "standard for all."

Feng Xingya announced that GAC's intelligent technology brand ADiGO intelligent driving interconnected ecosystem has been iterated and upgraded to version 6.0, officially named "Star Spirit Intelligent Travel" in Chinese.

In terms of products, GAC, like its peers such as Geely, has chosen a layered computing power strategy. It launched a five-tier intelligent driving solution (G100 to G1000) covering 70-2000 TOPS of computing power, compatible with the entire range of models from Trumpchi to Haobo, forming a complete matrix of "basic assistance - high-level autonomous driving."

According to GAC's plan, in the fourth quarter of this year, it will initiate the mass production and market launch of the country's first L3 autonomous driving model. In early 2026, it will promote the large-scale operation of L4, and in 2027, it will launch L4 products aimed at individual users. This timeline is 1-2 years ahead of most automakers, especially with the rollout of L4 pre-installed mass production vehicles, which directly elevates the competitive dimension from "function realization" to "business model validation."

Feng Xingya believes that by 2027, the intelligent driving level of GAC's entire product line will reach a new height, placing it among the global leaders and entering the top tier worldwide.

In terms of positioning, Haobo is positioned as the "leader in intelligent driving," with all models equipped with urban NDA; Trumpchi and Aion serve as "popularizers," with mainstream models featuring high-level intelligent driving. This strategy ensures the technology reaches lower tiers while consolidating barriers in the high-end market.

To encourage users to adopt the technology, GAC also proposed to provide intelligent driving insurance coverage. The coverage amount of 3 million is the highest in the industry, covering L3-level intelligent driving accidents Taking the Haobo HL, which was pre-sold at the press conference, as an example. Qiu Junjie, the product general manager of Haobo HL, stated that the Haobo HL is equipped with GAC's Xingling Zhixing ADiGO GSD advanced intelligent driving system, utilizing end-to-end AI large model algorithms, which enhances data processing efficiency, decision-making capabilities closer to human driving habits, and stronger handling of complex scenarios. Moreover, it can continuously learn and evolve. Currently, this vehicle has the capability to automatically pass through toll station ETC gates, significantly improving the continuity and ease of use of intelligent driving, easily handling over 95% of daily commuting scenarios.

Additionally, GAC has collaborated with partners to equip the Haobo HL with a military-grade night vision system. This night vision system, named "Eye of the Night," achieves 0.01 lux low-light full-color imaging through an AI imaging engine, with a nighttime AEB recognition distance of up to 150 meters, significantly higher than the industry average of 50 meters, thereby enhancing driving safety.

In frequently used parking scenarios, although the Haobo HL is a large SUV measuring 512619901750mm, it can still achieve precise parking in extremely narrow spaces (vehicle body + 0.5m).

In terms of power versions, the Haobo HL is available in pure electric and extended range versions. The pure electric version can achieve a range of 750km (CLTC) + 800V 5C ultra-fast charging, while the extended range version offers 350km pure electric range + 1200km comprehensive range, with a fuel consumption of 6.7L/100km when low on electricity.

Huang Yongqiang, head of brand marketing at GAC Group, believes that from the perspective of the development of China's automotive market, the current increase in customer replacement purchases has led to the golden era of BC-class vehicles, which are mid-to-high-end vehicles. This year, it is predicted to reach 6 million units.

For Haobo, the expansion of the mid-to-high-end market is a rare opportunity. GAC also needs to establish a high-quality and high-end image to compete in the global market.

Feng Xingya stated that China is leading in intelligent connectivity and new energy vehicles. This leadership provides the possibility to shape luxury brands and offers opportunities for products to compete globally, which is a very good opportunity. GAC must seize this opportunity.

Strategic Breakthrough

Through Haobo's fierce competition in the high-end market and positioning Xingling Zhixing as GAC's spearhead towards intelligence, GAC has made a strong comeback with a set of combined strategies.

Behind this charge is GAC's accumulation of strength after launching the "Panyu Action" reform in 2024.

Feng Xingya told Wall Street Insight at a media conference that the core of the Panyu Action is to vigorously develop independent brands. A key point is to strengthen independence, making independent brands not only grow but also allowing independent technology to benefit joint ventures.

Last year, GAC moved its headquarters from Guangzhou CBD to Panyu Automotive City, establishing an independent brand marketing department to oversee the market operations of three major brands: Trumpchi, Aion, and Haobo. The R&D system implemented an IPD (Integrated Product Development) process reform, aiming to streamline the entire process from product definition and development to market launch, enhancing the market competitiveness of products.

Feng Xingya revealed that the reform is making an impact in various fields. In procurement, a common procurement and sharing center has been established, with procurement costs reduced by over 10% this year; in product development, a shared product development platform is being utilized to meet the needs of different demographics through various designs He believes that the impact of the Panyu initiative is becoming evident. Whether in product development, financial sharing, logistics sharing, or manufacturing systems, its advantages are being displayed.

The transformation in products is very obvious. In the second half of last year, the Aion Tyrannosaurus (second-generation AION V) and Aion RT were the first models to equip high-level intelligent driving with lidar in the 150,000 yuan price range. In the fourth quarter of this year, GAC plans to mass-produce and launch the country's first L3 autonomous passenger vehicle, with the pace of mass production and launch of more L3 autonomous driving products expected to accelerate by 2026.

Feng Xingya emphasized that GAC will have 22 new products in the next three years, and this year is a big year for GAC's independent brand products, not only a big year for products but also a year providing strong price competitiveness.

In terms of technology, GAC has also provided a comprehensive plan. In the L4 autonomous driving field, the industry's first L4 autonomous driving pre-installed mass production vehicle, developed in cooperation with Didi Autonomous Driving and capable of global adaptation, will be delivered within this year. In 2027, GAC will officially launch L4 autonomous driving vehicles aimed at individual users.

GAC's ambitions go beyond automobiles. In the field of flying cars, GAC's incubated brand, GaoYu GOVY, has launched two products: AirCar (vertical takeoff and landing) and AirJet (compound wing), planning to complete airworthiness certification by 2025 and build infrastructure for the "low-altitude economy."

GAC's third-generation embodied intelligent humanoid robot, GoMate, plans to achieve mass production of self-developed components by 2025 and aims to enter the production lines of major manufacturers for demonstration applications. It plans to achieve small-batch production of the complete machine by 2026 and gradually expand to large-scale mass production.

Through this, GAC has formed a comprehensive, three-dimensional travel network. From the technological inclusiveness of XingLing ZhiXing to the ecological positioning of HaoBo HL, GAC is redefining the rules of intelligent competition with a "top-down" strategic combination. This charge is not only a contest of products but also an experiment in the transformation of traditional car companies into technology companies.

Completing this transformation is not easy; from organizational restructuring to technological breakthroughs, from brand renewal to ecological expansion, every step tests strategic determination and execution efficiency.

Feng Xingya's declaration that GAC will "join the global first camp of intelligent driving by 2027" serves as both a battle horn to the outside and an internal military order to push forward. In the transformation of the Chinese automotive industry reshaping the global industry landscape, GAC also hopes to become a top player in the future global intelligent vehicle market