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Press Pack


“Electric State of Mind”: New ways of thinking with the Aiways U6 SUV-Coupé
  • Holistic campaign: The switch to electromobility is synonymous with a change in old habits. Aiways wants to break these with the new “Electric State of Mind” campaign.
  • Advantages of the electric drive: “Electric State of Mind” alludes at the same time to inner balance and tranquility, which the decelerating nature of e-mobility brings.
  • “Electric State of Mind” will be more than just Aiways, though. The PR campaign will tell the story of people who are ready to make a difference and inspire others to do so.


Shanghai/Munich, February 16, 2023 – Aiways stands for modern and sustainable mobility. With a focus on purely electrically driven vehicles and innovative software and driver assistance solutions, the young brand from Shanghai is facing the challenges of the future. The new “Electric State of Mind” feeling visualizes this upheaval and links it with holistic thought-provoking ideas on the subject of electric mobility.


The switch to electromobility is not only the biggest upheaval in the history of the automotive industry from a technological point of view. It also brings completely new challenges from an emotional perspective, starting with familiar units of measurement and moving on to habits such as gearshifts and familiar noises, and finally to a completely different fuel.

For many, the switch to electromobility means leaving their comfort zone

Change is a challenge for people. This is due to change often being associated with uncertainty, people are therefore inclined not to leave their own comfort zone and to perceive change as a threat. Adapting to fundamental change and new conditions therefore sometimes causes problems, particularly given that changes are often associated with losses, whether in terms of stability or personal convictions.

“It can be difficult to say goodbye to familiar things and embrace the unknown,” explains Dr. Alexander Klose, Executive Vice President Overseas Operations at Aiways. “Electromobility is still fraught with prejudice among many people. This negative attitude ensures that new opportunities are not recognized and a positive impact on one’s own usage behavior is not perceived.”

“Electric State of Mind” stands for balance, focus and relaxation

The benefits of electromobility are multi-layered and cannot simply be answered with high efficiencies, the associated lower energy demand and the correspondingly better impact on the environment. In an increasingly fast-moving world of progress, the switch to e-mobility can also provide more balance, focus and relaxation – which is why Aiways has made this feature the guiding theme for the PR launch campaign of the new Aiways U6 SUV-Coupé: “Electric State of Mind”.


The “Electric State of Mind” is a state in which we feel more balanced, focused and relaxed than ever before, a state that allows us to use our energy for what really matters. Breathing. Listening. Letting go. With the “Electric State of Mind,” we want to focus on what makes the experience of owning and driving an electric vehicle – more specifically, the Aiways U6 SUV-Coupé – so special: satisfaction. This is not only in knowing you’re contributing to the transition to a sustainable future, but also while driving the car.

Aiways will provide an “Electric State of Mind” at all touch points

Satisfaction is the second step. First, the uncertainty must be overcome and the desire for change awakened. To ensure its success, Aiways will launch the “Electric State of Mind” in parallel with the media launch of the new U6 SUV-Coupé as a PR campaign that will play across various media.

The new lifestyle model will adress various elements for different target groups. Aiways as a brand represents multiple messages: different protagonists, revolutionary ideas and sustainable ideals. “Electric State of Mind” therefore tells stories about sustainable mobility and a company that is setting completely new impulses. “Electric State of Mind” will, however, tell more than just the journey of Aiways, the campaign will tell of people who are ready to make a difference and inspire others to do so.


Press Releases & Media Assets

Aiways press material and an extensive selection of high-resolution photos and videos can be downloaded from the press portal

Aiways contact for media inquiries

Bernd Abel, Aiways Automobile Europe GmbH

+49 (0) 89 693135269

Georgia Chapman, Aiways Automobile Europe GmbH

+49 (0) 89 693135278



About Aiways

Founded in 2017, Aiways is a Shanghai-based personal mobility provider with its European HQ in Munich, Germany. It was the first Chinese start-up to introduce an electric vehicle to the European market with the launch of the U5 in 2020 – a battery-electric SUV with impressive range, style, and quality. Aiways is rapidly continuing its expansion in Europe and beyond: order books are open in Germany, Netherlands, Belgium, Denmark, France, Israel, Switzerland, Spain, Portugal, Italy, Sweden, Croatia, Faroe Islands, Iceland, and Slovenia – with more markets to follow. The U5 SUV is produced at Aiways’ smart production facility in Shangrao – one of the most modern car production facilities in China. The IT-controlled processes with challenging quality gates follow the standards of Industry 4.0. With an initial production capacity of 150,000 units per annum, Aiways can increase this number to 300,000 units when global EV demand rises. Aiways’ next model for Europe will be the battery-electric U6 SUV-Coupé. With a focus on sophisticated aerodynamics, highly connected driving, safety technology, and a sporty design, the U6 SUV-Coupé is just the next chapter of Aiways’ promising future.