Buick unveils new force

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Author | Chai Xuchen

Editor | Wang Xiaojuan

“In the past period, we haven't been in the core position of discourse power. Sometimes, companies are like life itself, and must experience setbacks.”

In an interview following the debut of Buick's new energy sub-brand L7 under Zijing, SAIC-GM's Deputy General Manager Xue Haitao said so. This frankness is a summary of Buick's past three years and also signals the real start of a long-planned counterattack.

On September 15, Buick officially released the Zijing L7, a new mid-to-large sedan. Interestingly, before the launch, Buick first paid tribute to several domestic emerging brands, signaling a clear challenge.

The Zijing L7, a highly anticipated C-segment sedan, makes a high-profile entrance equipped with lidar, the Momenta R6 “Flywheel” large model, Qualcomm 8775 chip, and a “super range extender” system, targeting the fiercely competitive 200-300 thousand yuan market. It is eager to rip off the “second-rate electric car” label of joint venture brands and offer a model for the transformation of the entire joint venture camp.

In the past, joint venture brands have repeatedly failed in electrification transitions, mainly due to loss of product definition rights and lack of core technology. Many so-called “oil-to-electric” products simply stuff batteries and motors into a fuel car shell, lacking a native electric platform—let alone competing with emerging forces on smart experience.

Xue Haitao was candid: “Previously, the main development rights of many of our products were not held by PATAC. In the past, when we pushed out electric cars, the lack of intelligence made it feel like something was missing; our launches made no sound.” The arrival of Zijing L7 marks a total reversal—it is entirely based on the “Xiaoyao” architecture self-developed by PATAC.

With its own architecture, Zijing L7 can precisely address market pain points in product power. It chose the “super range extender” as the entry point for the C-class sedan market. In the SUV sector, range extender tech is mainstream, but there is still a gap in sedans. Buick hopes to fill this with a carefully honed extender system.

If the super range extender solves users' “range anxiety”, the smart configuration is the L7’s real “killer app” against new forces. This time, Buick is sincerely offering a powerful tech package. For intelligent driving, the L7 debuts the R6 “Flywheel” large model in collaboration with Momenta.

It can be said that the Zijing L7 is the bugle call of this veteran American automaker's counterattack in the new energy era, showcasing comprehensive transformations from product definition and technology R&D, to organizational structure and joint-venture mode. The U.S. side, initially skeptical, now gives the Chinese team full “trust,” even using PATAC’s execution efficiency as an internal case for change. This, in itself, underscores the depth and effectiveness of the transformation.

Of course, challenges remain ahead. The 200-300 thousand yuan market is a red ocean, and whether the extender route is technically final is still debated. But as PATAC Executive VP Zeng Yu puts it, given current technology, Buick is seeking the best balance for the user in a noisy market.

Below is an interview (edited) between Wallstreetcn and SAIC-GM’s Deputy GM Xue Haitao, Wang Chendong, and PATAC Executive VP Zeng Yu:

Q: The transition of joint venture brands is very difficult and painful. What insights and experience can SAIC-GM bring to the industry?

Xue Haitao: In the past while, we were not in the core position of influence. Enterprises are just like life; nothing is smooth sailing, bumps are inevitable. I recall when I first arrived last year, I told the team, encountering difficulties is not scary, what matters most is unity. Second, everyone should be able to voice any issue; as long as we can get back up, I think we win.

During the transition, we faced many challenges. First, products. Previously, leading development rights for many products were not held by PATAC. In the past three years, Buick hit its lowest ebb, which made us realize the gap with competitors. Recently, the “tribute” series hype posters for Zijing L7 reflected our mindset—a salute to industry peers; if others can do well, it means we recognize our own shortcomings.

But why can we say it’s the new era of Buick now? Firstly, at the product level, we made the million-level Xiaoyao architecture; it’s fully self-developed by PATAC, supporting FWD/RWD/AWD, range extender, PHEV, pure EV—full coverage. PATAC is really the “Huangpu Military Academy” of China’s car R&D; you can fully trust PATAC’s strength. For instance, at its time the Guangde testing ground was Asia’s largest; few in China have such sites—mainstream new forces also test at Guangde. These deep R&D systems offer us a chance to turn around.

Meanwhile, we’ve achieved breakthroughs in intelligence, e.g., our partnership with Momenta, adoption of the latest Qualcomm 8775 chip in the smart cockpit. We’re now developing highly competitive products.

Second, communication and coordination between JV partners. Last month, we had a great board meeting in the U.S., and I did a report on changes in China; everyone was shocked at China’s current status. Now, GM is doing well in the U.S., with nearly 18% market share; every model sells well, unlike China’s fierce competition. This time, communication was about “co-intelligence”—reaching consensus. Now both sides coordinate excellently, and this year’s performance in SAIC-GM—sales or profit—are significantly up, building great mutual trust.

Zeng Yu: The reason we could bring the Xiaoyao architecture and the Zijing L7 to market so quickly is actually due to much groundwork laid earlier, e.g., our extender system and electronic architecture R&D. In intelligence, our own central computing unit is completely self-developed—these self-developed architectures are the basis for such a good “dish.”

The core is both Chinese and U.S. sides recognize this. They used to be confused—why not use our stuff, why develop your own system? But what I wanted to say is, your system may not fit China; it can’t fully meet local needs, and we need many upgrades for Chinese users. For now, there’s good consensus: for the Buick brand, full autonomy in creation, definition, and R&D lets us present products truly suited to China.

Q: Will the arrival of Zijing reshuffle the new energy market and create a new environment?

Xue Haitao: For so many years, luxury and JV brands have been deeply impacted. Our earlier EVs lacked intelligence, feeling incomplete; our launches had no “voice.” After enough market education, intelligence and new energy have become inseparable must-haves in EV choice. Whether consumers see you as a “second-rate” brand comes down to your products.

On range extender: we were the first in the industry to do this—back in 2010 and 2017, we pushed range extender tech, even before China had a new energy culture or market system. Now, in SUVs, extender vehicles are mainstream, with 10-20k monthly sales. Why are there no mainstream extender sedans? We hope to fill this gap.

PATAC excels at engines. This time, we use a 1.5T Avata engine, one of the “China Heart” Top 10 engines, specially developed for range extenders. Matched with our Ultium battery and the strongest single-motor extender, it perfectly solves the industry’s pain points: poor acceleration when battery is low, or loud extender/engine noise when they start.

The second key point is assisted driving. We’ve worked with Momenta a long time—the first mass production is on Zijing L7, debuting the R6 flywheel model. On-site today, you all saw the auto-parking. When we need to fight with product power, we really have to go all out.

Q: Internal expectations for Zijing L7?

Xue Haitao: In the 200,000–300,000 yuan range, my real hope is we appear on customers’ consideration lists. Customers needn’t worry about EV or gasoline; the extender system lets you have both advantages. Most gasoline platforms haven’t shifted to fully intelligent ones; for EVs, some worry about range anxiety. I can’t give a real target yet; in two weeks, market data should tell us. On Sep 28, I’ll share my goals with you all.

Q: The core debate now about the super range extender is whether it’s the final form, and how does it balance cost and weight against pure EVs?

Zeng Yu: I always think pure EV, range extender, and PHEV each have merits—technically, range extender and EV are closer, with more similar development paths. “Super range extender” means sacrificing more for battery. Why are new energy cars generally bigger than traditional ones? Because they need big batteries, so their volume is naturally bigger than pure gasoline cars. In such cases, volume differences are now minimal—this is dimensional. In EV/gas ratio terms, more battery necessarily means less fuel, impacting overall range and cost. Here is where we all seek a good balance.

I don’t think there is a standard answer, but it’s worth discussing. That explains why Zijing L7 made this choice—it might be some Buick DNA, letting us be strong in all aspects.

We’ll also test final customer preferences. If buyers care most for pure electric range and are willing to sacrifice other things, that’s fine too.

Xue Haitao: As for doing a sedan first, many ask why not an SUV; actually, there are already many players there. By doing a sedan first, we give customers a “third choice” in this segment.

We debated internally a long time, and picked the segment’s biggest single drive motor for an extender, giving strong power; we think performance is crucial in luxury cars, not just with full charge, but also when low on battery. Second, total fuel consumption must be low. But we also never gave up luxury and comfort—in the product definition, we provide static and dynamic luxury and comfort for users.

Discussing customer profiles, I envisioned those at major life stages buying a car—not just for themselves. We raised many scenarios: getting married, needing to consider a spouse; when pregnant or with a child, no longer just yourself. I think this should be the family's main car—electric for short trips, gas for long family journeys, every seat taking care of every family member comfortably. That’s our original intent with this car.

Zeng Yu: On ride and handling comfort and operational stability, I can quite responsibly say—we’re at the top level in our class.

Q: The story behind SAIC-GM’s collaboration with Momenta?

Wang Chendong: At the launch, we paid tribute to competitors. Without their presence, we couldn’t truly localize the whole R&D chain for architecture, powertrain, intelligence. We have worked with Momenta for over four years. With Zijing, a burst of opportunity comes because we now have our self-developed Xiaoyao architecture, and have launched “Xiaoyao Intelligent Driving.”

Second, why did Momenta help us launch the R6 flywheel large model? Several reasons: first, GM and SAIC are Momenta’s biggest investors, so Momenta fully supports our company to launch its latest product. Second, we share a philosophy: SAIC-GM’s safety definition aligns with Momenta’s safety approach, so we’re a perfect match.

In this, when it comes to product and functional safety, including the whole vehicle system—not just smart cockpit perception and control, but also chassis and steering—Momenta values our profound manufacturing experience. With PATAC, all GM’s chassis capabilities accumulated over the years are ours to use, so they also hope to put their best product on our most reliable car. That’s finally why R6 is first deployed with us—to make a splash by giving users the very best product.

We’re the first to use R6; in months, competitors may use it too, but Momenta wanted a truly reliable partner to land it first.

Of course, such a new thing faces difficulties. R6 is many times more capable (some parts 10x) than R5. In vehicle control and safety, we help Momenta define the system. In the end, assisted driving isn’t just software or control output, but must fit the vehicle for the user to feel safe and smooth.

For all these reasons, we’re the first to launch the R6 large model.

Q: Why did Zijing L7 choose the 200,000–300,000 yuan price range?

Xue Haitao: Ask our sales—they want the lower the price, the higher the volume. But just lowering costs for a cheap entry car—long term, it hurts the brand. When we launched the Zijing brand in April, it was always to make a high-end NEV sub-brand, to give customers better products. For a century-old brand like Buick, with deep manufacturing and R&D ability (PATAC is China’s oldest R&D center; our team is strong); in the new era, as long as we make up past shortcomings, I believe we can compete. That’s the origin of the Zijing L7.

Q: Today, there was a powerful phrase—“The Big Buick Is Back.” What does it mean?

Xue Haitao: “Big Buick” is something our internal team deliberately emphasizes. Ever since LaCrosse, Park Avenue, and New Century, we built up a reputation for “big and steady”. It came not from us, but market feedback—formed over 20-plus years.

The new Zijing L7 wants to give that feeling too, though this era’s “Big Buick” is fundamentally different from before, as the market and era have changed.

Q: The range extender market seems to be shrinking; what’s your internal view?

Xue Haitao: For a good product and good technology, it always comes down to user needs and pain points. Electric city cars are numerous; many use them as city shuttles. But this car is more for the family’s main car—it serves for city commutes and long trips. Opting for the top range extender system, I believe it fully meets the family’s main car needs. That’s my judgment—from a normal consumer’s view.

Zeng Yu: Adding technically: really, the essence is whether battery energy density can be raised enough. If so, the extender wouldn’t be needed—pure EV could suit all use cases. But, currently, considering battery technology advances, no more size increase is viable; the max ternary battery is 130 kWh, already as big as MPVs can take. Going bigger loses usefulness.

Given China’s uniqueness—extreme northern cold, southern heat, dense central, sparse west, long distances between cities—needs are huge and diverse. I always think at this moment, extenders still have ample room.

Q: Did the board set any red lines for Buick’s China launch of Zijing in terms of brand positioning, product planning, or technical openness?

Wang Chendong: At the board meeting, the keyword from North America was “trust”—they’re very confident in China’s approach and products. They saw our Zijing (last time, it was still blueprint, no car built); now, Zijing L7 is just the first car. In the future, not just Zijing and Buick—but Cadillac too—will have more China-led product definitions.

Of course, GM has its principles—brand consistency is vital for a global company. Good genes—like “Big Buick”, Buick and Cadillac’s global DNA—must be integrated with local definition. As long as this is done, there’s trust in China’s market. For GM, there are many global markets—some design and build their own cars—they need some of our intelligent tech, or even whole cars. This time, “trust” was very clear.

Zeng Yu: Perhaps previously, they hadn’t seen our product pipeline yet. This July, as products materialized (such as the quick NEV GL8 launch), it profoundly impressed them—not just GM management; our execution was used as a case to motivate GM’s worldwide engineering teams: “Why can PATAC do it so fast, but you can’t?” Our work has really boosted GM management’s confidence.

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