In the embryonic stage of new energy, Chery is very good, and you would never expect that it has achieved profitability more than ten years ago. Then there is the subsidy period after 20 15. With the emotional intelligence of star products, Chery is still a strong competitor in the new energy market. Then, in the post-subsidy era, domestic new energy sources rose in an all-round way, but Chery fell behind.
Chery's problems are prominent and self-contained, and it lacks understanding of the new energy market, especially the mid-to-high-end market (this is also the saddest place. Chery has been pursuing high-end energy for many years, but it has turned a blind eye to high-end new energy, which is the biggest opportunity for China's brand to rise), which leads to the strategic lag. Technically, Chery has not realized the market value of intelligent electric and dual-motor hybrid power.
Unlike the "top flow" in the era of fuel vehicles, Chery basically has no right to speak in the new energy industry. This science and technology man's ability to wake up is so poor that no one expected it.
Is Chery like this?
Perhaps it was forced by the development of the industry, perhaps it was the media awakening, perhaps it was self-awakening, and Chery began to fight back.
On April 7th, Chery held a new energy strategy conference in Beijing Water Cube, which opened the giant screen of Chery's transformation to new energy. The theme of this conference is: technological evolution. The theme is actually very good, and Chery has grasped the key points. Of course, the specific implementation needs to be seen.
On February 23, Geely held a Galaxy conference; On April 10, Great Wall held a conference on new energy dry goods. In the spring of 2023, the voice of old-school independent brands transforming new energy resounded through the sky.
Well, it's very similar to the new forces a few years ago.
Therefore, when more than 90% of the new forces have died, life and death are also in front of these old-school independent brands. Who can get over this hurdle and who will fall down? Will Chery be the one abandoned by the times?
Chery's next move is undoubtedly the key.
Look at this conference first.
1, the first shot of transformation-playing with brands and series
In recent years, establishing a new brand or series has become a key measure for everyone to deal with new energy.
In fact, Chery also has a "Chery New Energy", but it is not so much a new work of the times as a product of history. In operation, Chery New Energy is more like a new energy department of Chery Automobile than an independent subsidiary as the public said.
Therefore, putting forward new energy brands or series has become the first shot for Chery to announce the formal transformation of new energy.
At the press conference, Zhang Guozhong, executive deputy general manager of Chery Automobile Co., Ltd. said, "Chery Automobile will take users as the center, build a brand-new brand matrix with' Chery, Xingtu, Jietu and iCAR' as the core, accelerate the utilization of new energy in an all-round way, and constantly upgrade its functional value, experience value and emotional value to meet or even exceed users' expectations. "
Everyone is familiar with it except iCAR. It can be seen that for the new energy transformation of Chery, Xingtu and Jietu, Chery's choice is based on the original brand.
This choice has advantages and disadvantages. Advantages: drastic adjustment is not needed, and adjustment consumption is saved. The disadvantage may be insufficient organizational activity and low presence in the new energy market.
"Audi also has pure electric new energy." Audi's distress is universal among traditional brands.
Chery actually understands the benefits of this, so it has established another Terra-Star era on the Star Road brand. It's not a sub-brand, it's a product series, similar to Geely Galaxy.
At present, there are two cars planned in the Star Road Star Times series-Terraes, a medium and large electric vehicle, and Terraet, a medium and large electric SUV (which intentionally or unintentionally coincides with the naming of Weilai products).
Jin Xin, executive deputy general manager of EXEED Star Road Marketing Center, revealed that in the future, Star Road will cover the B-to-C, pure electric and extended-range full track product matrix of cars, SUVs, MPVs and other models, and the market of 200,000-500,000 yuan will bring high-end national models.
Whether Xingyuan can become a sub-brand independently depends on the operation.
As for iCAR, this word is no stranger in Chery, but it used to be an ecology, and now it is an independent brand.
Chery also released the logo of iCAR brand and the vision of building a car this time. ICAR positioning scene intelligent electric vehicles lead the brand and are ready to cut into the1500,000-300,000 passenger car market. It is reported that the first car S56 of iCAR brand will be released soon.
After this adjustment, in the market below 500,000, Chery will form three independent brands or series of new energy sources: Chery New Energy within 6.5438+0.5 million, iCAR of 654.38+0.5-0.3 million, and Stella of 200,000 -0.5 million.
So for the new energy market, Chery actually has two preparations: traditional brand+new brand (series).
2. Card
Facing the future, technology and products are fundamental.
Chery's characteristics as a scientific and technological person have long been deeply rooted in people's hearts, and its technical level and product strength are self-evident. Located at the entrance of the water cube conference, it is full of engines, electric drives and battery assemblies, and the confidence of science and technology men is unobstructed.
At the press conference, Zhang Guozhong said: "The blood of Chery technicians is not only full of gasoline, but also full of code and current. At present, Chery Automobile has formed a development path of hybrid power, extended range, pure electricity, hydrogen energy and other technical routes, and has played a combination boxing for the strategic development of new energy. "
About mixing.
This time, Chery brought the third generation super-performance electric hybrid system-Kunpeng super-performance electric hybrid C-DM. Li, deputy general manager of Chery Automobile Co., Ltd., general manager of Chery Automobile Marketing Company and general manager of Jietu Automobile, said that compared with the hybrid in the market, C-DM not only saves energy, but also has stronger performance.
In terms of energy saving, look at a key data: the fuel consumption of feed is 4.2L, which is an excellent level. Of course, we can test the actual performance later.
In addition, the durability of this hybrid system is also quite good. Drink 92 # gasoline for maintenance 10000km/ time.
In terms of performance, zero acceleration can achieve 4.2s, and at the same time, it can provide the ultimate performance mixed experience in car scenes such as starting, accelerating and driving. For example, in a high-speed scene, it only takes 3.6s to accelerate from 90km/h to120km/h. ..
The reason why the C-DM hybrid system gives consideration to energy saving and performance is that it is equipped with Chery's fifth-generation ACTECO 1.5TGDI high-efficiency hybrid engine, and is equipped with the most advanced and powerful three-speed super hybrid DHT gearbox and special battery management system for electric hybrid.
As for this hybrid engine, its thermal efficiency is higher than 44.5%, and it is known as "the most efficient hybrid engine in China market". It adopts six core technologies: deep Miller cycle, the fourth generation i-HEC intelligent combustion system, HTC high-efficiency supercharging system, i-LS intelligent lubrication system, i-HTM intelligent thermal management system and HiDS high dilution system.
At the event site, for the first time, a brand-new hybrid vehicle equipped with Kunpeng's super-performance hybrid C-DM- Starway Eta Ursae Majoris, Chery Tiggo 9, TJ- 1 and Gateway Traveler appeared on the same stage.
According to Zhang Guozhong, Chery's existing products will be all-electric hybrid vehicles. By 2025, Kunpeng ultra-performance electric hybrid C-DM will be installed on the 25+ products of Chery Group.
At present, independent brands, except BYD, perform very generally. In fact, everyone's technology is fine. Some of them are more advanced and safer, and they can't do well, mainly because of high cost, high pricing or marketing.
How to play Chery C-DM can continue to pay attention.
Besides, pure electricity.
Chery launched the C-DM super hybrid, but also planned E0X high-performance electric platform, similar to Geely's broad platform.
For E0X platform, the efficiency of CLTC system is more than 9 1%, the peak power is as high as 265kW, and the torque is as high as 5000n·m by using 800V SiC technology.
It is reported that Chery will also launch an eight-in-one intelligent vector control dual motor with optional peak power of 400-500kW and optional peak torque of 6500-9600 N m at the wheel end.
E0X platform battery adopts brand-new material M3P and is equipped with self-heating and self-cooling technology, which can meet the ultra-wide temperature application of-35℃~60℃.
In the whole scene use, a variety of battery pack specifications meet the requirements of national standard, European standard and American standard, covering the global whole scene use demand.
The battery life of the hybrid 37-degree battery pack exceeds 165km, and it can be charged to 80% within 18 minutes. Pure electric high-performance battery pack, with step power of 60/82/ 100 degrees, covering different mileage of 500-700km, charging for 5 minutes and battery life of 150km.
EMF learned from the scene that Chery began to develop its own battery (lithium ferrous phosphate) last year, and the application time has not been determined.
As for the extended range and hydrogen energy, Chery did not disclose it in detail this time.
In addition to these four power technology routes, Chery is also building a full-stack controllable Chery -OS system, covering the operating system of car cockpit, intelligent driving operating system and safe car control operating system, which can realize Chery's intelligent rapid iteration and ecological rapid integration. Chery said that this is one of the key technologies for Chery New Energy to win the second half of new energy.
3. Post-Yin Tongyue era.
Generally speaking, the core of historical changes has always been people. Without the key to realize them, change is just empty talk.
Chery's new energy conference, including, was basically here, but only,, Bao, Li and Jin Xin spoke, and Yin Tongyue didn't speak.
I don't know if this arrangement is intentional by Lao Yin, but judging from the progress and demands of the times, it is undoubtedly reasonable.
With regard to the above, except Jin Xin, who is a "newcomer" of Chery, all others are "old people" of Chery. Perhaps in Lao Yin's view, the whereabouts of 50,000 Chery people need not only the control of the "old people" but also the vitality of the "new people".
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