It was the end of 2017, and It was not long after the establishment of Huaren Express, and it was urgent to clarify the development ideas of automotive products and brands. Founder Ding Lei led the team around the world, in New York, London and other places to communicate with senior brand people, and professional brand consulting companies to negotiate, but never found the answer. But he is becoming more and more aware that to build a brand for the new world of the future, he cannot count on consulting companies, nor can he count on any experts, but can only rely on himself, because the brand is the soul of a company, but also the belief of the founder, and cannot be counted on by others.
In February 2022, Gaohe HiPhi X won the monthly sales champion of more than 500,000 luxury pure electricity
Today, Ding Lei still clearly remembers that at three o'clock in the morning local time, because of the jet lag, he could not sleep, walking along the Thames River in London, and suddenly the inspiration struck: to create products and brands for the new world of the future, a brand with vitality and diversification and constant evolution. This is the starting point of the birth of Gaohe Automobile, a luxury intelligent pure electric brand under Huaren Express.
After more than four years of development, how is the development of Gaohe Automobile? Market performance is the most straightforward answer.
According to third-party data, Gaohe HiPhi X, with an average transaction price of 700,000 yuan, delivered 355 vehicles to users in February 2022, winning the monthly sales champion of more than 500,000 luxury pure electricity. Up to now, Gaohe Automobile has delivered 5,142 HiPhi X vehicles to users, exceeding 5,000 in just 10 months, setting a record for the fastest delivery speed of more than 500,000 Chinese luxury pure electric brands.
Gaohe Automobile said that its development speed has far exceeded the expectations of many people, and the beautiful transformation from zero to one has become a classic case of building a high-end car brand in the Internet era.
What exactly makes Gaohe Automobile stand firm in the first luxury camp in the new world? In this regard, Ding Lei constantly mentioned three words: brand, product, team.
Gaohe Automobile exceeded 5,000 vehicles in only 10 months, creating the fastest delivery speed of more than 500,000 Chinese luxury pure electric brands
Brand driven
Recently, Gaohe Automobile officially launched the brand evolution, following the "want to go higher · AimHigh", open "Like to Create · Live to Create", the era of brand spirit.
"Life is limited, dreams and imaginations are unlimited, only creation can change the world and make life more meaningful." We believe that by creating, ordinary people can also achieve great things. From the very beginning, Gaohe Automobile has been a brand that 'likes to create', maintaining innovation in the development process, constantly pioneering, and constantly conquering goals that seemed impossible in the past. ”
Ding Lei mentioned that this time it is not a replacement, but Gaohe has had two wings since then. Gaohe Automobile has a deep resonance with users of "want to go higher · Aim High's ambition, constantly beating the last second of their own, and "like to create · The driving force of Live toCreate is to link users more closely together, continue to create different works, continue to create value, and make due contributions to the ultimate change in the future travel of human beings.
According to reports, the characteristics of Gaohe Automobile are also the display of the personality of founder Ding Lei. He likes to create since he was a child, and has not yet gone to school to make ship models, car models, aircraft models, etc., and then more than 30 years of car manufacturing experience has accumulated a wealth of professional experience, human resources and forward-looking international vision, so that he has a better understanding of how to build a good car and create a new brand.
Ding Lei explained that Gaohe is actually a high degree of fusion of various opposites, because only the fusion of opposites will produce something dynamic.
Gaohe HiPhi's brand logo interprets a high degree of integration of the various opposites
Gaohe Automobile said that as a brand that is fully oriented to the future and founded in the automotive 2.0 era, it highly integrates the spirit of "present and future, East and West, science and art, pragmatism and innovation", and builds a platform for co-creation and integration, on which it continues to innovate and create with users and other parties, and always maintains the "vitality" of the brand of diversification and continuous evolution.
Product Warranty
Gaohe Automobile said that it is this concept of creating works from beginning to end, which is helping Gaohe Automobile to create future-oriented products and products belonging to the new world, HiPhi X can be said to be a perfect case of the implementation of the Gaohe brand concept.
According to Gaohe Automobile, Ding Lei was the first in the industry to point out three new concepts for creating products, and completely in accordance with the concept of "three definitions" to create HiPhi X, in Ding Lei's view, this is his painstaking work.
HiPhi X is ding lei's painstaking work, and his first car choice is diamond blue six
The first definition is "Scene Definition Design". In the past, the design was defined by indicators, the design was defined by a function, and the design was defined by high-fit scenarios.
The second definition is "software-defined car." Gaohe Automobile is the first brand to mass-produce the SOA architecture, especially in the high-end car field.
The third definition is "co-creation defines value". In the process of continuous use and interaction of users, The software and systems of Gaohe Automobile are continuously improved through co-creation. In this process, the value of the car is not gradually decreasing, but continuously increasing.
For example, a group of highly creative and influential Gaohe car users have emerged in the geek world, taking the lead in continuous creation and creating scene card coverage types: self-driving travel, camping, daily commuting, parent-child travel, weather, entertainment, festivals, lunch breaks and other car scenes.
On the eve of the Spring Festival in 2022, geek world enthusiasts jointly created the electronic firecracker scene card, under the policy of banning fireworks and firecrackers in most cities, through the combination of electronic firecrackers + custom sound effects out of the circle, the electronic firecracker scene card appeared in the HiPhi X car owner group Phenomenon-level spread, realizing the breakthrough of the science and technology scene.
"Before the mass production of our car, all companies almost stayed at the level of mechanical and electronic products to design vehicles, and HiPhi X was designed in full accordance with the concept of 'three definitions', reflecting that Gaohe is a luxury brand in the new world, a dynamic brand, and a brand co-created by users, and at the same time reflects that the products we develop are developed with epoch-making concepts." In this way, Gaohe is very unique and has a leading edge. After four years of practice, both our user experience and products have truly become leaders in leading the new world. ”
How to define the "technology luxury" advocated by Gaohe Automobile? Ding Lei explained that the most fundamental thing is to start from the "three definitions", and at the same time, based on the strategic guidance of the "three wisdoms" of the intelligent car, smart transportation and smart city of Huaren Express, based on the research and development of innovative intelligent travel technology, starting from the development and industrialization of new energy intelligent vehicles, further layout of smart transportation, and use this as the entrance to help the construction of smart cities, and then realize the vision of changing the future travel of mankind.
"In the new era, technology and luxury are redefined, technology starts from the scene and software, and luxury starts from the use experience."
Gaohe's second flagship, DigitalGT from the future, HiPhi Z, has completed winter testing and will be available within the year
Team support
Gaohe Automobile said that it believes that ordinary people can also do great things, and believes that only creation can change the world, which is not only the brand concept of Gaohe, but also an internal corporate culture.
"Such a concept is also the driving force for Gaohe's sustainable development, and we continue to gather like-minded people, including our users, our employees, and our partners."
According to Gaohe Automobile, its Chinese headquarters is set up in Qingdao, the operation and R & D engineering center is located in Shanghai, Jiangsu Yancheng has a high-end intelligent manufacturing center, and the Beijing Digital Competence Center and Chengdu Software Center are also set up. There is a Japan Forward-looking Technology Innovation Center in Tokyo, Japan, focusing on the research and development of design, autonomous driving, and new materials. It has also set up offices in the United States and Europe, and will successively set up R&D centers to focus on the exploration of high-tech such as artificial intelligence and chip development.
Gaohe Automobile said that this global layout has brought together the world's best R&D, manufacturing, supply chain, quality, marketing and service teams from the world's best automotive and travel technology industries, with a scale of more than 3,800 people, and integrated suppliers, scientific research units and local government resources around the world to establish a new long-term strategic cooperation, jointly committed to creating and practicing the "three wisdoms" strategic goal.
Among them, the international team with Ding Lei as the core comes from 22 industries and 18 countries and regions such as automobile manufacturing, Internet, top suppliers, electronic consumer goods and financial institutions, and is composed of nearly 1,000 people such as former internationally renowned corporate executives, car networking and autonomous driving experts, vehicle development engineers, internationally renowned model designers, senior marketing experts, etc., and more than 65% of the total number of people with master's degrees or above.
"The people around me are completely different, but it's important that I'm able to blend them in. Gaohe and Huaren Express are very distinctive in that there are many people from different fields, and the age level is also diverse, but these people work together in harmony and make excellent products. ”
The Shanghai Operation Center of Huaren Express has a futuristic aesthetic design shape
Gaohe Automobile believes that in general, Gaohe Automobile is a long-distance runner, from the beginning of its establishment from the top level of design planning brand and products, strategic thinking is "brand and product go hand in hand", from the perspective of the industry, this is very rare. At the same time, it is also an all-round player in technology research and development, brand building, company operation, strategic planning and operation. Having a complete system of consideration, strategic planning capabilities and efficient execution capabilities, and more than four years of consistency, may be the key to the success of Gaohe Automobile.