May 28, 2026, Shanghai North Bund World Living Room.
Under the global broadcast cameras of Dragon TV, an unprecedented vehicle delivery ceremony is taking place. Here, there is no traditional press conference podium, leader speeches, PPT presentations, nor deliberately emotional performances.
Instead, there is a "global relay delivery" spanning the Eurasian continent and connecting multiple time zones. The Shanghai main venue connects with multiple domestic cities and overseas delivery points including London, UK; Jakarta, Indonesia; Singapore, etc. 15 brands under SAIC and 18 models are handed over to users baton by baton.
From Roewe to MG, from IM Motors to Shangjie, from Volkswagen and Audi to Buick and Cadillac, from Wuling to Maxus, SUNWIN, Hongyan, Yuejin, and Iveco — passenger cars and commercial vehicles share the stage, domestic and joint ventures stand shoulder to shoulder, and domestic and overseas launch together.
This is not a press conference in the traditional sense. SAIC defines it as a thorough "ritual innovation", a "mobile history open class" with users as the protagonists. It has created a narrative method never before seen in Chinese car brands.
The "Grand Reunion" only SAIC Motor Group can achieve: System Competitiveness
Why can only SAIC Motor Group achieve a ceremony like this?
Let's first look at what "family assets" this global relay mobilized. 15 brands under SAIC Motor Group appeared in full: the independent camp includes Roewe, MG, IM Motors, Shangjie, Wuling, Maxus, etc.; the joint venture camp includes Volkswagen, Audi, Buick, Cadillac, etc.; the commercial vehicle camp includes SUNWIN, Hongyan, Yuejin, Iveco, etc.
This is the most complete "family portrait" of China's automotive industry; no other car company can present the same full brand lineup.
More rare is the breadth of product coverage. From A0-class commuter cars to 500,000-level luxury flagships, from family travel to urban logistics and infrastructure transport. Whether it is Gen Z, multi-child families, urban wealth creators, or infrastructure builders, every user can find the car that belongs to them.
Passenger cars and commercial vehicles appearing together is itself the most vivid footnote to SAIC Motor Group's strategy of "promoting passenger and commercial vehicles together".
Furthermore, the spatial span of this delivery is an unprecedented test for Chinese car brands.
Multiple domestic cities and overseas locations operate simultaneously, spanning the Eurasian continent and crossing multiple time zones. Behind this is a set of mature global operating systems.
41 self-owned Ro-ro ship fleet, routes covering Europe, Mexico, Persian Gulf, Australia & New Zealand, etc.; 3 overseas R&D innovation centers, 4 overseas production and manufacturing centers, more than 3,000 dealership networks, more than 100 overseas parts production bases.
All of this constitutes the "family portrait" capability only SAIC Motor Group possesses.
From comprehensively transforming into new energy in 2014 to welcoming the 100 million vehicle milestone in 2026, a twelve-year zodiac cycle completes. SAIC Motor Group has completed a historic leap from "leading the pack" to "thousands of horses galloping".
Users Take Center Stage: Let Trust Become the Protagonist
The essence of ritual innovation is to invite users from the audience seats to the center of the stage; the protagonist of the delivery ceremony is not the car, but the people.
Most special is the 100 millionth user — Momenta CEO Cao Xudong. A partner turning into a car owner is the most vivid footnote of SAIC's open ecosystem. Cao Xudong announced at the scene that Momenta Level 3 autonomous driving capabilities will be launched first by SAIC.
There are also brand connections across generations.
London Intern Doctor Natalia inherited her grandfather's MG MGB. Two generations, the same brand. From grandfather's classic sports car to granddaughter's fully electric hatchback, MG has completed a half-century legacy in the UK market.
And in Shanghai, an old Roewe 750 owner passed his brand trust to his son-in-law — when Lu Xiaolei took the keys to the Roewe M7 Black Horse Edition, the "Ten-Year Trust Agreement" turned a new page.
Some stories show a deeper connection between cars and people.
Pang Fuqiang, a post-80s village party secretary in Lantian, Shaanxi, delivers meals to 74 left-behind elderly people every day with a tricycle. When he took the keys to the Wuling Rongguang EV Version, "Wuling builds whatever the people need" was no longer just a slogan.
In Dahua, Guangxi, charity blogger Liu Jia has cut hair for left-behind children in the mountains for five consecutive years. His car once broke down on a bumpy mountain road, and Buick extended help immediately. The Zhijing E7 he finally chose is a "perfect cockpit born for guardians".
Of course, the base color of 100 million vehicles comes from more than just individual users. DHL, Jiading Public Transport, DiShangTie, Henan Zhonglian Travel... Behind every commercial vehicle delivery is the story of an enterprise, a team, and an industrial chain striving.
No star endorsements, no influencer sales. Every car owner is the storyteller of their own life. This "decentralized" user narrative lets trust flow naturally and lets brands stop talking to themselves.
Creating a New Paradigm for Chinese Car Brand Narrative
The significance of this ritual innovation extends far beyond a delivery ceremony. It provides a completely new narrative sample for Chinese car brands.
Traditional press conferences are "informing" — the enterprise stands on stage and tells consumers "how good I am". SAIC's ceremony is "resonating" — the brand steps behind the scenes, letting users speak for the brand.
Dragon TV global broadcast, simultaneous delivery in multiple countries and places, user stories of different cultures and languages weaving together in the same space-time, forming a powerful emotional合力.
This is the first time a Chinese car brand has created a truly "global synchronous event". SAIC Motor Group lets users from all over the world speak their own language and tell their own stories with SAIC.
More importantly, SAIC Motor Group turned a corporate milestone into the industry's public memory. 100 million vehicles is not just SAIC Motor Group's sales number, but also the historical footnote of China's automotive industry going from nothing to something, from weak to strong.
From workers using hammers to knock out the first Phoenix Brand sedan in an alley in 1958, to delivering 100 million vehicles on the global stage in 2026 — this journey spanning nearly seventy years makes every delivery moment worth remembering.
This ceremony provides the industry with a completely new narrative sample: the best brand narrative is not what the enterprise says, but what the user feels.
Conclusion
Looking back at this delivery ceremony.
Without leader speeches, people remembered every real face. Without the brainwashing of product parameters, brand concepts went deep into the hearts of the people. Without deliberately emotional performances, the number 100 million gained warmth.
It lets people see SAIC Motor Group's unique system strength, see the true meaning of "Knows cars, understands you better", and also sees a new brand narrative possibility — the best stories are never told by the enterprise itself.
100 million vehicles is a milestone for SAIC Motor Group in making cars.
But harder than making 100 million cars is letting 100 million users become part of the brand story.
And SAIC Motor Group, succeeded.
