Nowadays, independent brands are marching forward in the wind, and joint venture brands still feel that they are the outlet, but they are still looking up at the sky the size of the wellhead. Independent brands have already begun to look up at the boundless Milky Way.
Press the acceleration key.
On February 23rd, the brand-new high-end new energy series "Geely Galaxy" under Geely brand was officially released.
However, Geely Galaxy did not hit the million-level market as everyone suspected before, but steadily hit the mid-to-high-end new energy market, which can be said to be completely expected by Bing Ge.
As the saying goes, "it is difficult for a ship to turn around." As one of the best traditional car companies in China, Geely brand is a behemoth, and it takes time to turn over. At this important stage, especially when the new energy vehicle market is still "desolate", seizing market share is the first choice. Once you gain a foothold in the market, you will naturally hit a million markets.
In recent years, Geely brand has made great efforts in the transformation of electrification, from geometric cars to extremely krypton cars. Double brands have made good achievements in the new energy vehicle market.
The data shows that the retail volume of new energy of Geely brand was 304,900 vehicles last year, up by 277.9% compared with 80,000 vehicles of 202 1, among which the annual sales volume of geometric vehicles reached 6,543.8+0.5 million vehicles, up by 654.38+0.70% year-on-year. The overall sales volume of krypton vehicles reached 72,000 vehicles. It is rare to achieve such results with one krypton 00 1 in the new energy vehicle market.
Although the annual sales volume of new energy vehicles exceeds 300,000, which has surpassed most brands, it is far from enough. It's Geely, a brand with an annual sales volume of over one million. Who won't work hard in the car market? Therefore, Geely brand should be hard on itself, and the establishment of "Geely Yinhe" series is to press the acceleration button on new energy vehicles, so as to make a breakthrough and realize the upward development of the brand.
With the official release of Galaxy, Geely brand has formed three product sequences in the market. One is the "Jixing" product series consisting of China Star, Bo Department, Bin Department and Emgrand Department; the other is the geometric car returning to Geely brand and taking the popular route; and the third is the brand-new Galaxy product sequence.
Fan Junyi, general manager of Geely Yinhe New Energy Strategy Communication Meeting, said that the three product series of Jixing series, Geometry series and Yinhe series complement each other and empower each other to meet the needs of users in their respective fuel, hybrid and pure electric market segments.
That is to say, the geometric car taking the Volkswagen route mainly focuses on the pure electric vehicle market of 5-150,000 yuan. Galaxy series focuses on 200,000-300,000 new energy markets, and consists of intelligent hybrid L series and intelligent pure electric E series.
Future Geometric Vehicle and Galaxy Series, these two new energy product series will cover 65% of the future new energy vehicle market. Where's the krypton car As an independent high-end brand, Krypton continued to develop into the high-end market at that time. As long as it continued to run forward, Geely left the rest.
New products and technologies
Of course, the launch of "Geely Galaxy" is not only the establishment of a brand-new product series, but also a brand-new logo, brand-new products, brand-new technology and brand-new strategic planning.
At the launch of "Geely Galaxy", Geely brand said that the Galaxy series will launch seven brand-new models within two years, and the first intelligent electric hybrid SUV "Geely Galaxy L7" will also be launched in the world, based on the e-CMA architecture, and will officially start booking, and delivery will begin in the second quarter of this year.
In addition, Geely Yinhe series products take two routes, pure electric and electric hybrid. Pure electric vehicles cover A-D vehicles with different wheelbase, and electric hybrid vehicles cover A0-B vehicles. The former is named after e, and the latter is named after l.
Moreover, Geely brand doesn't need to invest a lot of money to develop a new platform, because Geely brand has a "universal" SEA vast architecture and an e-CMA architecture. At present, there are more than 65,438+00 vehicles of different brands in the SEA vast architecture, and the future Galaxy series will be built on these two platforms respectively.
It is worth mentioning that four of the seven models that Geely Galaxy will launch in the future belong to the smart hybrid L series. The first hybrid SUV Galaxy L7 will be delivered in the second quarter of this year, and the first hybrid car Galaxy L6 will be delivered in the third quarter of this year; The other three models belong to the intelligent pure electric E series, and the first pure electric product E8 will be delivered in the fourth quarter of this year.
In addition, Geely Yinhe L7 will also become a vehicle equipped with Aegis battery safety system, Raytheon hybrid 8848 and Yinhe N OS, which is the basis of Geely brand transformation and electrification.
On the basis of power battery, Aegis battery safety system integrates architecture, whole vehicle, intelligent control and "no blind area" safety protection system in the cloud, and ensures the safety of battery pack and battery module through eight shields, such as "10-party patent of architecture, cage protection of whole vehicle, safe and worry-free fast charging, BMS3.0'' Battery Doctor' intelligent control system".
The new generation of Raytheon electric hybrid engine B-Plus equipped with Raytheon electric hybrid 8848 has reached the peak thermal efficiency of mass production of 44.26%, and the next generation of Raytheon electric hybrid engine with thermal efficiency exceeding 46% is in the verification stage. In addition to improving performance, it also adds intelligent health management function to ensure the safe operation of the electric hybrid system at any time.
The new Galaxy N OS is a distributed operating system developed by Geely. Regarding Galaxy N OS, Fan Junyi, general manager of Geely Automobile Sales Company, said that this system is very subversive and ahead of the new forces; For example, the measured Tucki voice wake-up speed is greater than 1.3s, while Yinhe L7 takes 0.5s for Tucki to start navigation for more than 4 seconds. The Galaxy L7 only takes 2 seconds to open the navigation, which brings users a more accurate recognition, visual full scene and millisecond response interactive experience.
In addition, Geely brand has also made great moves in the field of intelligent driving, and the "integration of heaven and earth" version of Galaxy intelligent driving scheme based on Geely satellite will be launched soon. In the future, Geely Galaxy may be "the first person to eat crabs".
Challenge the whole industry
After watching the launch conferences of Geely Galaxy and Galaxy L7, most spectators thought that Geely brand was declaring war on BYD. After all, the price range and product matrix of Galaxy series can compete with BYD Ocean's products.
About this idea, it is right and not all right. Bing Ge believes that Geely brand can make up its mind to create a new series of products that are transformed into electrification, such as shaking hands with Geely, which used to be a fuel car, and re-establishing a more focused and high-end new energy brand image.
Declare war on BYD? The pattern of brotherhood is small. Geely Galaxy is declaring war on the whole industry, and it should be compared with other independent traditional car companies. At present, Great Wall Motor is still wavering on the road, while Changan Automobile is losing ground in the new energy vehicle market, and the joint venture brand is still in the transformation stage. This is the best opportunity for Geely brand. At this time, the release of "Geely Galaxy" has taken the lead, and it can be said that the advantage lies in the Geely brand.
So that everyone is voicing, the launch conference of Geely Galaxy is too traditional and nothing new. That's understandable. After all, the Geely brand itself is a traditional car company, and the press conference is a bit traditional, but the product quality has never been disappointing. At the same time, it has been recognized by many consumers. Word of mouth is there, and it is no longer necessary to attract consumers through novel press conferences or word of mouth like the new forces.
Edit abstract
With the launch of the "Geely Yinhe" series, the re-combed geometric cars and the extreme impact on the high-end market, Geely brand has pressed the acceleration button in the electrification transformation and fully penetrated the new energy vehicle market; As long as Yinhe series products can stand the market test after listing, Geely brand will make new breakthroughs in the new energy market this year, and will also lead other independent head brands.
This article comes from EV Zhixing, the author of Easy Car Number, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.