Jiayue

Overview

Jiayue (佳跃) is an independent brand planned by Changan Ford Automobile Co., Ltd. It was first exposed in the form of test vehicles at the end of 2012 and officially debuted at the Shanghai International Auto Show in April 2013. Positioned with a dual-line layout in the Chinese market, the brand targets both entry-level compact sedans and pure electric sedans. As part of Changan Ford’s independent brand matrix, Jiayue is considered a representative brand of the “Second Wave” of Chinese joint venture independence, alongside brands such as Zinuo (Brilliance BMW), Langshi (FAW Toyota), and Dianyue (Dongfeng Yueda Kia).

The brand’s logo features an elliptical flying wing graphic, paired with the prominent characters “Jiayue” on the rear, clearly distinguishing it from Ford’s own logo to highlight its independent identity. From late 2012 to early 2014, Jiayue completed multiple preparation steps, including large-scale road tests, spy photo exposures, and declarations in the MIIT new vehicle directory. It stands out as one of the few joint venture independent brands that planned for both traditional fuel vehicles and pure electric vehicles from the outset.

History

The origin of the Jiayue brand is closely tied to the policy orientation of the Chinese automotive industry in the 2010s. According to MIIT industrial policy requirements at the time, joint venture automakers were required, in principle, to launch joint venture independent brands or new energy vehicle projects before expanding production capacity. Changan Ford was undergoing rapid capacity expansion during this period: the total capacity of its Chongqing Plant No. 1 and Plant No. 2 had reached 650,000 vehicles, with expected sales of about 800,000 units in 2014. With the upcoming operation of the Hangzhou new factory, total capacity was projected to reach 1.2 million vehicles, creating an urgent need for a joint venture independent brand to facilitate this expansion.

Against this backdrop, Changan Ford launched the “I06 Independent Brand Passenger Car Production Line Technical Transformation Project,” with a total investment of approximately 1 billion yuan. The project was designed for an annual capacity of 70,000 vehicles, with production expected to begin in September 2016.

In November 2012, Jiayue was first exposed by the media as a test vehicle. The rear of the car clearly displayed the Chinese name “Jiayue” and featured an elliptical wing-shaped independent logo. The vehicle’s exterior was based on the classic Focus sedan, with an interior largely identical to the classic Focus version, save for minor adjustments to the gear lever. In December 2012, further spy photos circulated online, confirming that Changan Ford’s independent brand was imminent.

In April 2013, the Jiayue brand made its official debut at the Shanghai International Auto Show, alongside other new joint venture independent brands such as Zinuo (Brilliance BMW), Langshi (FAW Toyota), and Dianyue (Dongfeng Yueda Kia). This marked the entry of Chinese joint venture independent brands into their “second wave” of development. However, unlike its counterparts that displayed actual production vehicles, Jiayue only presented its brand logo and planning direction, without showcasing any physical models.

In May 2014, Jiayue completed its Environmental Impact Assessment (EIA) public notice under the name of the “Changan Ford I06 Independent Brand Production Line Technical Transformation Project.” In June 2014, product information for a Jiayue pure electric vehicle (model CAF7000) appeared in the MIIT new vehicle directory for the first time. Changan Ford executives stated at the time that the new car was expected to launch in the second half of 2014 or within 2015.

However, after this initial appearance, the Jiayue brand did not appear in subsequent MIIT announcements and never entered the mass sales stage. As of 2026, Jiayue has not achieved any form of mass production or delivery, remaining a planned but unrealized chapter in Changan Ford’s history.

Vehicle Lineup

Throughout its public lifecycle, the Jiayue brand planned two technical branches of models: fuel vehicles based on the classic Focus sedan (internal code I06) and pure electric vehicles built on the same platform (model CAF7000BEV). Neither model entered actual mass production.

Jiayue Fuel Version:

The prototype was the classic Focus sedan, with an appearance highly consistent with the original, though it lacked front fog lights. Its dimensions were 4480mm in length, 1840mm in width, 1500mm in height, with a wheelbase of 2640mm. To reduce costs and enhance competitiveness in the entry-level compact car market, Changan Ford replaced the original 1.8L engine with a 1.5L naturally aspirated engine. This was paired with a 6-speed automatic transmission, an upgrade from the classic Focus’s 4AT. Notably, this transmission did not include an S (Sport) gear, replacing it with an L (Low) gear for high-torque climbing situations. The model had a designed annual capacity of 70,000 units. In addition to the front and rear badges, the brand’s independent wing-shaped logo was also featured on the hub caps. The vehicle met China V emission standards and came standard with ABS anti-lock braking system. It was intended to compete with joint venture independent brands such as the Dongfeng Honda Siming and Dongfeng Nissan Venucia D50.

Jiayue Pure Electric Version:

Also based on the classic Focus sedan prototype, this model was designated CAF7000BEV. It shared the same body dimensions and wheelbase as the fuel version. Powered by a self-developed permanent magnet synchronous motor (model CAFBEVYT107), it delivered a maximum power of 107kW (approximately 146 hp) and had a curb weight of 1610kg. The battery utilized lithium manganate technology, and the vehicle seated five passengers. The charging port replaced the traditional fuel filler cap, using a standard 5-core socket interface. While the interior instrument panel retained the shape of the old Focus, the scales were redesigned specifically for electric vehicle metrics. Information about this pure electric version appeared in the 256th batch of the MIIT new vehicle directory in June 2014. Although automotive website databases still retain records of this model, it is marked as "not launched."

Market Performance

The Jiayue brand never entered the actual sales stage, resulting in no substantive market performance. Between 2012 and 2014, the brand remained confined to test spy photos, MIIT declarations, and EIA public notices. It neither held a mass production launch conference nor entered the dealer network for distribution.

In contrast, during this period, other joint venture independent brands demonstrated commercial viability. For instance, the Dongfeng Nissan Venucia brand achieved nearly 70,000 units in sales in its first year of launch in 2012. Within the "second wave" of joint venture independence—which included Jiayue, Langshi, and Dianyue—Jiayue was notable for planning both traditional fuel vehicles and new energy product lines. This differentiated it from competitors like Zinuo and Langshi, which focused exclusively on pure electric routes.

After the second half of 2014, the Jiayue brand completely disappeared from media coverage. Changan Ford did not submit any supplementary applications or facelift information for Jiayue models to the MIIT thereafter. Consequently, automotive encyclopedia websites currently mark the brand’s status as "Not Launched."

Technology and Innovation

The core technology system of Jiayue was built upon Changan Ford’s existing engineering resources, primarily focusing on electric powertrain development and production line technical transformation.

Self-Developed Motor Technology: The Jiayue pure electric version was equipped with the CAFBEVYT107 permanent magnet synchronous motor, a result of Changan Ford’s in-house development. With a maximum power output of 107kW, it exceeded the output level of contemporary competitors like the BYD E6 (approximately 90kW), offering a degree of competitiveness at the time. However, key electric performance indicators such as driving range, charging time, and battery energy density were never officially disclosed.

Lithium Manganate Battery and Vehicle Integration: The pure electric model utilized lithium manganate batteries, with cells sourced from domestic suppliers and integrated by Changan Ford. This addition significantly increased the vehicle’s curb weight to 1610kg, a substantial rise compared to the classic Focus version, which weighed approximately 1300kg.

Production Line Technical Transformation: The I06 project involved comprehensive technical transformations across five major workshops: stamping, welding, painting, assembly, and engine production. Additionally, logistics and production auxiliary facilities were upgraded to support the new brand’s manufacturing requirements.

Global Presence

The Jiayue brand had no overseas market layout. It was positioned exclusively for the Chinese domestic market, with no official disclosure of right-hand drive development plans or export strategies. The brand name itself, featuring the Chinese characters "佳跃", carried strong local branding characteristics, further indicating a lack foundation for international expansion.

Future Strategy

As of 2026, the Jiayue brand remains in a substantive "Not Launched" state. Changan Ford has neither officially announced the termination or revocation of the brand, nor has it publicly disclosed any plans for its resumption or restart.

From an industrial background perspective, the silence surrounding Jiayue stems from profound policy and commercial factors. First, after 2014, the MIIT’s policy requiring joint venture automakers to launch independent brands before expanding capacity was gradually relaxed in practice. Changan Ford resolved its capacity approval issues through other means, thereby reducing the urgent demand for an independent brand. Second, the fuel version of Jiayue was based on the old Focus prototype for "rebadging sales," representing a typical "old bottle, new wine" approach. In the context of rapid technological advancements by domestic independent brands, this model had limited appeal to consumers. Third, the market maturity of pure electric vehicles between 2014 and 2015 was still low, and supporting infrastructure lagged, preventing Jiayue from quickly gaining traction.

From the perspective of the development history of joint venture independent brands, Jiayue, along with FAW Toyota’s Langshi, Dongfeng Yueda Kia’s Dianyue, and GAC Toyota’s Lingzhi, constituted a wave of “joint venture independence receding tide” in China’s automotive industry during the 2010s. These brands either stalled at the concept display stage or achieved only minimal sales before fading away without significant results. Jiayue was among the few joint venture independent brands to progress through the full process of EIA public notices, MIIT declarations, and road test spy photos, yet it ultimately failed to reach mass production. Amid increasingly fierce industry competition, Changan Ford has shifted its primary resources to the core Ford brand and the introduction of new energy vehicles, making a restart of the Jiayue project highly unlikely in the short term.