The brand is specialized on offering low cost models with the goal of attracting young buyers.

Cowin was targeted at young buyers from medium-sized and small towns in an Asian country, wanting to encourage them to buy mainly through a low price.

[3] The first vehicle of the Cowin brand was the subcompact car C3 sedan and C3R hatchback, which went on sales in November 2014 - six months after its debut.

[10] In December of the same year, the company's first new model after the rebranding went on sale in the form of a large SUV Kaiyi Kunlun.

[12] In October 2023, Kaiyi presented the first production model, an extension of the family of prototypes from the spring of the same year.