GAC Aion Responds to "King of Ride-Hailing" Label and Drives Brand Transformation

On May 17, 2024, at the 18th Xuanyuan Automotive Blue Book Forum held in Guangzhou, Feng Xingya, Party Secretary and Chairman of GAC Group, responded to the nickname "King of Ride-Hailing Vehicles" often associated with Aion, GAC’s NEV brand. He stated that ride-hailing vehicles, as tools of production, demand extremely high standards in terms of quality, reliability, cost-efficiency, and comfort. Drivers often operate their vehicles for more than ten hours a day, making them one of the most demanding user groups regarding overall vehicle performance. Thus, being dubbed the "King of Ride-Hailing Vehicles" is, in fact, a validation of Aion’s product strength. GAC Aion, an independently operated new energy vehicle (NEV) brand under GAC Group, initially gained prominence in the ride-hailing market with models like the AION S and AION Y, thanks to their practical interior space, reliable range, and competitive pricing. According to data from the China Passenger Car Association (CPCA), approximately 850,000 new vehicles were sold nationwide in the taxi/ride-hailing segment in 2023, of which Aion contributed around 220,000 units—accounting for 25% of new sales in this segment and representing 45% of Aion’s total annual sales volume. However, as the ride-hailing market has become increasingly saturated, Aion’s sales have declined significantly since 2024. Its full-year sales in 2024 totaled 375,000 units, down 21.9% year-over-year. The decline continued into 2025, with sales dropping further to 290,100 units—a 22.62% year-over-year decrease. To break free from the perception that “pure electric = ride-hailing,” Aion initiated a strategic transformation starting in 2024. In late 2025, it launched its first extended-range hybrid model, the AION i60, which consistently achieved monthly sales exceeding 10,000 units after its debut. In April 2026, Aion unveiled a new brand proposition—“Smart & Joyful Living | Easy Life”—alongside a refreshed logo, repositioning itself around the values of “stylish, intelligent, and reassuring,” with a clear focus on young families as its core target audience. Around the same time, the newly launched N60 model opened pre-orders starting at RMB 115,800, featuring standard-fit LiDAR and advanced intelligent driving systems across all trims. Within just eight days of blind pre-orders, it garnered over 5,000 reservations, with users under 35 years old accounting for more than 70% of orders. Meanwhile, GAC Group as a whole faces mounting financial pressure. Its 2025 financial report revealed a net loss attributable to shareholders of RMB 8.784 billion—the group’s first annual loss since going public. Apart from GAC Toyota, which saw slight growth, all other major subsidiaries—including Aion, GAC Honda, and GAC Trumpchi—experienced sales declines exceeding 20%. The Chinese NEV market remains fiercely competitive, particularly in the mainstream price range of RMB 100,000 to 200,000, where companies like BYD and Geely are intensifying competition through hybrid technologies, high-voltage fast charging, and intelligent cockpit features. Feng Xingya emphasized that one of GAC’s current reform priorities is to clearly redefine the positioning of each brand, precisely target specific consumer groups, and concentrate on core functionalities that matter most to customers—thereby enhancing both product appeal and emotional value.