Introduction:Contemporary Amperex Technology Co. Limited (CATL) has recently applied to register the trademark “Ning Coffee” and has launched a variety of specialty coffees and coffee beans at its new energy lifestyle plaza, including “Range Extender Latte,” “Supercharge Americano,” and the medium-dark roasted “Shenxing” beans. This move has sparked market discussions about its foray into the beverage industry. Not only does this initiative refresh the marketing model of a new energy brand, but it also raises curiosity about how coffee and electric vehicles can coexist. This article will take you through the product highlights, brand strategy, and C-end market layout intentions of “Ning Coffee.”
Contemporary Amperex Technology Co. Limited recently submitted an application to the trademark authority to register “Ning Coffee.” The application covers two major categories: convenience food and catering & accommodation, and is currently under substantive examination. This trademark move is seen as an important attempt by the brand to expand into the C-end market. Although the company has emphasized that the coffee service is only complementary to the showroom, it has successfully captured market attention.
In fact, even before applying for the trademark, CATL had quietly launched six specialty coffee beverages at its new energy lifestyle plaza in Chengdu, including “Range Extender Latte,” “Supercharge Americano,” “Zero Carbon Immortal,” “Zero Carbon Jade Dew,” as well as a medium-dark roasted coffee bean named “Shenxing.” This coffee bean also comes with a detailed flavor profile, allowing consumers to choose between a black coffee with honey sweetness and balanced acidity-bitterness, or a milk coffee leaning toward fruity, creamy, and citrus notes based on personal taste.
This cross-industry move quickly sparked online discussions, with many observers speculating whether CATL plans to fully enter the coffee retail business. However, the brand responded that these coffee products are only offered as complementary services within its new energy lifestyle plaza in Chengdu, Sichuan, and are not part of its future core business direction.
The CATL New Energy Lifestyle Plaza officially opened at 10:00 AM on August 10, 2024, in Chengdu, covering a total area of 13,800 square meters. It is the brand’s first new energy-themed lifestyle space globally. The venue gathers nearly 50 brands and nearly 100 new energy vehicle models, including popular market models, and is regarded as the world’s most comprehensive new energy vehicle exhibition space, as well as a never-ending auto show platform.
According to local car enthusiasts in Chengdu, the plaza is spacious and bright, featuring a minimalist white tone and exquisite lighting design, making it highly photogenic. Although the vehicles on display are for exhibition purposes only and not available for on-site sales, the affordable coffee has become an unexpected highlight—each cup is priced at just 9.9 RMB and comes with a complimentary refrigerator magnet, attracting many visitors specifically for it. Some even joked that they came for coffee but ended up exploring a car exhibition in a café, describing the immersive “coffee + EV” experience as surprising.
All these coffees are branded under the unified name “Ning Coffee,” concise and impactful. Some netizens humorously suggested that renaming it “Your Coffee” might resonate even more. It’s understood that CATL employees could previously enjoy purchase discounts with their employee ID cards, showcasing the brand’s internal welfare care.
As a global leading supplier of power battery systems, Contemporary Amperex Technology Co. Limited has long been dedicated to the research, development, manufacturing, and sales of power batteries and energy storage systems for new energy vehicles, committed to providing efficient and reliable new energy solutions. The company has deep technical accumulation and continuous R&D capabilities in key areas such as battery materials, system integration, and recycling, building a complete and efficient industrial service chain.
So why would a company known for its battery technology choose to cross over into coffee products? The answer may lie in the product naming—names like “Shenxing” and “Supercharge” are consistent with the market naming logic of CATL’s battery product lines, reflecting the brand’s consistent naming style and market communication strategy. Such a bold crossover not only refreshes the public’s perception of manufacturing brands but also triggers deeper thinking on how new energy brands can build influence in the C-end market.
Industry analysts point out that CATL’s foray into the coffee sector is actually aimed at the C-end consumer market, attempting to establish brand closeness through everyday consumption scenarios, further cultivating user loyalty and brand fandom. If this strategy succeeds, “Contemporary Amperex Technology Co. Limited” may no longer just be synonymous with power batteries but could become a symbol of a lifestyle attitude and quality choice.
Some observers believe that CATL’s crossover launch of “Ning Coffee” is not only a marketing innovation but also provides a new perspective for cross-industry collaboration between the new energy and coffee industries, with future developments worth continued attention.
The above content is compiled by CoffeeHunters, a coffee news website.
