On November 30th, at the Sepang International Circuit in Malaysia, the 2025 LOTUS CUP CHINA season finale concluded. The Huanqiu New Gonow Team, the first Chinese media team to compete in an overseas national-level Grade A event, amply supported by the New Gonow Group, clinched the AA class championship and secured an impressive 5th place overall. Following their class runner-up finish the previous day, the team delivered a "double podium finish" over two grueling races, etching a highlight for Chinese automotive brands on an F1-grade circuit .

This 4,000-kilometer expedition serves not only as a testament to New Gonow's global strategy but also as a vivid demonstration of the "moving up the value chain" approach for Chinese automotive brands, validating the foresight and effectiveness of New Gonow's "brand elevation and cultural outreach" strategy with solid results .

Strategic Breakthrough: High-End Sports Marketing Fuels Brand Ascent

New Gonow Group Chairman Miao Xuezhong stated unequivocally, "For Chinese brands going global, it's not just about 'going out,' but more importantly, 'moving up'" . Anchoring in Southeast Asia, a key automotive culture region, and choosing the Sepang Circuit, an F1-grade "natural proving ground," as the stage, represents a key practice for New Gonow to break away from traditional marketing frameworks and pioneer new global pathways through high-end sports marketing . The circuit's variable weather, challenging corners, and extreme heat and humidity tested both the team's competitive mettle and New Gonow's support capabilities and strategic vision .

Facing these conditions, the team advanced from overcoming a rainstorm for second place to dominating for the win within two days. During the event, the New Gonow brand logo gained frequent international broadcast exposure and accompanied the team onto the podium twice, executing a cross-border "brand spirit roadshow" . This leveraged the credibility and appeal of competitive sports to communicate the core values of challenge and professionalism to a global audience, laying a solid foundation for moving up the value chain globally .

Global Layout: Dual-Hemisphere Advance, Racing Empowers Global Strategy Upgrade

The glory at Sepang is not an isolated incident but a key move in New Gonow's global racing strategy . Since 2025, New Gonow has established a dual-hemisphere racing layout: in the Southern Hemisphere, its RV brand Snowy River is deeply involved in the V8 International Super Series in Australia, helping drivers secure podium finishes and establishing a professional technical image . In the Northern Hemisphere, within China, New Gonow jointly formed a team with Huanqiu Automotive to compete in the national Grade A Lotus Cup, and innovatively supported the media team's overseas expedition, breaking industry conventions and achieving a strategic闭环 of "training domestically, competing overseas" .

This dual-line advancement showcases New Gonow's strategic thinking in integrating high-end resources with an international perspective, injecting strong momentum into its global layout through the universal language of top-tier motorsport .

Value Elevation: Cultural Outreach, Showcasing Chinese Automotive Soft Power

In its overseas market development, New Gonow consistently adheres to a dual-drive approach of "product hard power + cultural soft power" . In the Australian V8 series, New Gonow innovatively integrated its RVs into the racing ecosystem, serving as official driver rest and support vehicles. This practically demonstrated the product's versatility and reliability, organically blending the two automotive cultural scenes of "track passion" and "RV freedom" .

Chairman Miao Xuezhong emphasized, "By supporting top-tier domestic and international events, New Gonow is building an innovative platform that connects RV life with track competition. This not only comprehensively tests our capabilities but is also a vital pathway to promote Chinese automotive culture on the global stage" . At Sepang, New Gonow supported not just a race victory but also an export of Chinese automotive cultural values—embracing challenge, upholding professionalism, and崇尚实战 (valuing practical testing). This cultural resonance elevates brand globalization beyond mere commercial promotion into a bridge for cross-cultural exchange, winning deeper international recognition for Chinese automotive brands .

Industrial Empowerment: Track Experience Feedback, Solidifying Brand Credibility

The victory of the Huanqiu New Gonow Team at Sepang transcends mere competitive significance, offering an innovative model for deep cooperation between Chinese automotive brands and media . By supporting a professional team in extreme racing conditions, New Gonow transforms practical experience gained—like handling extreme environments, chassis tuning perceptions, and thermal management optimization—into valuable technical and assets for industrial empowerment .

Amidst the industry's shift towards electrification and intelligence, fundamental vehicle performance and extreme reliability remain core to brand competitiveness . 

Using racing as a "proving ground," New Gonow continuously strengthens its professional image in automotive engineering and performance, instilling a "track-proven" gene of trust into its RV and commercial vehicle lineups . This philosophy of "track empowering industry" not only makes the brand image more persuasive but also solidifies the credibility of the Chinese automotive industry through concrete actions, providing a beneficial reference for high-quality industry development .

The engine roar at Sepang may be fading, but New Gonow's global journey is accelerating forward. In the future, New Gonow will continue to use motorsport as a bridge, connecting the passion of the track with the free spirit of RV life, telling the Chinese brand story on the global stage, and letting the world witness the support strength, technical prowess, and cultural confidence of Chinese brands, injecting continuous momentum into the cultural rise and global development of China's automotive industry .