2026年上半年中国乘用车市场累计发布新车达 630 款 [1]。在持续三年的价格战将汽车制造业平均利润率压至 3.2%[1]、行业陷入配置内卷的背景下，由广汽与引望联合打造的新品牌启境推出了首款大五座 SUV GX7 及猎装车型 GT7[1]。
该品牌摒弃了传统的堆砌配置策略 [1]，转而通过与华为乾崑团队共同定义产品来聚焦未被满足的用户真实需求 [1]。据广汽与引望联合打造的启境汽车 CEO 刘嘉铭表示，启境的定位是通过精准的需求洞察挖掘潜在需求 [1]。为此，华为乾崑调集数百人研发团队常驻广州，共同参与产品的定义工作 [1]。
In the backdrop of a three-year price war that has driven average automotive manufacturing profit margins down to 3.2%, the Chinese passenger car market saw 630 new models launched in the first half of 2026, averaging nearly 3.6 daily releases [1]. Amidst this environment of intense configuration competition and shrinking profits, Qijing introduced its debut lineup featuring a large five-seater SUV, GX7, and a shooting brake model, GT7 [1].
Unlike traditional strategies focused on piling up features, the new brand adopted a differentiated approach by collaborating with Huawei's Kunpeng team to define products based on unmet user needs such as spatial layout and chassis quality rather than configuration stacking [1]. This joint venture between GAC Motor and Yinwang deployed hundreds of R&D personnel from the Kunpeng team stationed in Guangzhou for product definition purposes [1].
Liu Jiaming, CEO of Qijing Automotive, stated that the brand's positioning involves precise demand insights to uncover latent needs not currently satisfied by existing offerings [1].