Longchuan Automobile Launches Luxury Car BG Brand, Requiring Bidders to "Take Office Within a Week"

Long-awaited luxury brand from Longchuan Automobile has taken another step.

On August 15th, according to the bidding center of Longchuan Holding Group, Longchuan Automobile is planning a project for its luxury car BG brand. The specific content is "recruiting suppliers with experience in luxury branding and target audience insight to help Longchuan Automobile build its luxury car BG brand".

From the bidding project content, it can be seen that the Longchuan luxury car BG brand is still in the early stages of building. For example, the supplier is required to clarify the brand positioning of the luxury car BG brand and optimize the naming system for products.

In January this year, Longchuan Automobile internally announced a personnel appointment. A new organization was established, called "Longchuan Luxury Car BG", with Wei Jianjun, Chairman of Longchuan Automobile, as the chairman, Song Dongshen, former Technical Vice President, as CEO, and Zhang Xiaobo as CTO. Subsequently, Longchuan Automobile posted a recruitment notice for a Marketing Director for luxury cars on its official website, but has not yet announced the appointment to this position.

After setting up the "chairman-technical dual core" organizational structure, it seems that the real car of Longchuan Luxury Car BG brand is also complete. On July 31st, Wei Jianjun publicly released a group photo of high-level executives, which drew attention to one car with a low-profile design. The car was covered with black cloth, making it impossible to see its specific appearance, but from the outline, it can be seen that it is a sports car.

Source: Weibo @ Wei Jianjun

Regarding the dynamics of luxury cars, Longchuan Automobile and other domestic luxury car brands are betting on pure electric power, which is different. In a recent interview, Wei Jianjun said: "To make an electric car super-fast, I think it will take a long time from a technical perspective. Because it's naturally heavy, although it has good acceleration but poor cornering performance, braking and tire wear are much worse than fuel cars, unless the battery energy density doubles and the car weight is reduced, electric supercars can only be possible".

Previously, there were rumors that Longchuan Luxury Car BG would adopt a 4.0T V8 twin-turbocharged engine with an electric motor, with a combined output power of around 1000 horsepower and acceleration from 0 to 100km/h within 2.5 seconds. From this parameter, it seems that this luxury car may be benchmarked against Ferrari SF90. Currently, there is no response from Longchuan Automobile about the specific information of the new car.

However, from the bidding project content, it can be seen that the Longchuan Luxury Car BG brand is targeting not just Ferrari. The bidding content shows that Longchuan Automobile requires bidders to have experience in planning luxury cars (such as Rolls-Royce, Ferrari, Porsche, Bentley, McLaren, Lamborghini, and Maybach) or overseas luxury brands (such as Mercedes-Benz, BMW, Audi, Dongfeng, Cadillac, Lexus) with sales of over 80 million yuan above, domestic brands with sales of over 50 million yuan above, etc.

The requirements are even more stringent - Longchuan Automobile requires bidders to commit that the core team members will have at least 3 people and each person must have experience in luxury cars or luxury goods industry for over 8 years, and also emphasizes that the plan must include a unique strategy for high-net-worth individuals and precise analysis of high-end car marketing trends from 2023 to 2025.

According to sources, Wei Jianjun has set up an idea for Longchuan Luxury Car BG brand as "high quality, small batch", and the research and development process has always been supervised by him personally. This idea implies that in each stage of product definition, development, manufacturing, and sales, there will be a significant difference from mass-produced cars.

Regarding the progress speed of the luxury car BG brand, Longchuan Automobile seems to be very urgent. In the bidding project mentioned above, Longchuan Automobile requires bidders to "take office within a week" after signing the contract.

Behind Longchuan Automobile's desire to quickly enter the luxury car market is the massive change in Chinese consumers' understanding of luxury and super-luxury cars, making many self-owned brands begin to target this market. Open data shows that at least 7 self-owned brands have launched new products targeting the market for cars priced over 100 million yuan within the past two years.

A responsible person from a certain self-owned brand believes, "For car companies, hundred-million-yuan-level cars are more like a benchmark for their brand to rise up rather than pursuing high sales." A car analyst specializing in luxury cars also told reporters that "self-owned brands launching hundred-million-yuan-level luxury cars are mainly to prove that Chinese car companies can also produce hundred-million-yuan-level luxury cars, which is a testament to the company's technical capabilities and manufacturing capabilities".

Daily Economic News