According to media reports, Kaiyi Auto recently introduced an unusual car-buying promotion: customers who purchase any Kaiyi vehicle can use the brand’s official app to buy Wuliangye baijiu products at a 25% discount, including the highly popular 8th-generation Wuliangye (Puwu). The app lists a 500ml, 52% alcohol 8th-generation Puwu at 1,100 RMB per bottle, as well as “employee liquor” priced at 1,008 RMB for six bottles, packaged and labeled by Yibin Wuliangye Co., Ltd.
When asked about the campaign, Wuliangye responded that it was not aware of the situation.
Background on Kaiyi Auto
Many people are unfamiliar with Kaiyi. Yibin Kaiyi Automobile Co., Ltd. was founded in January 2014 with registered capital of 4.227 billion RMB, chaired by Pan Yanlong (currently Deputy General Manager of Chery Automobile Co., Ltd.). Initially, it was wholly owned by Chery and operated as a sub-brand.
The Kaiyi brand was launched with the slogan “Smart Connected Cars Loved by Young People.” Guided by Chery, the new company quickly built a network of nearly 200 dealers and 300 service outlets in just two years. However, like Chery’s earlier multi-brand strategies, Kaiyi struggled due to weak product competitiveness and failed to achieve strong sales. As Chery moved to cut costs and streamline operations, Kaiyi was eventually spun off.
In December 2017, Sichuan Yibin Pushi Group Co., Ltd., a wholly owned subsidiary of Wuliangye Group, invested 15.83 million RMB to take a 0.5% stake in Kaiyi, becoming its third-largest shareholder. At the same time, Yibin Auto Industry Development Investment Co., Ltd., backed by local state capital, injected 1.588 billion RMB to acquire 50.5% of shares, reducing Chery’s stake to 49%. This transfer officially shifted control from “Wuhu Kaiyi” to “Yibin Kaiyi.”
After the change in ownership, the new shareholders gradually replaced the board and senior executives, with Chery’s management team, including Yin Tongyue, eventually exiting. By November 2021, the last group of executives had been replaced, and in December, Kaiyi received MIIT approval.
Current Product Lineup
According to its website, Kaiyi currently offers a full range of SUVs, sedans, and MPVs, with models such as the Xuanjie, Xuandu, Kunlun, and Shiyue. In June this year, Kaiyi launched the 2026 Shiyue Mate, a 5-door, 5-seat micro EV priced between 59,900 and 75,900 RMB. On August 28, the Shiyue Mate Anniversary Edition went on sale at 50,900 RMB, making it the entry-level model.
From January to July 2025, Kaiyi sold only 17,125 vehicles. The Kunlun led with 4,009 units, followed by the Shiyue with 3,655 units.
