Zhong Wei, assistant general manager of passenger car sales company of Dongfeng Liuqi Co., Ltd., said in an exclusive interview with Automotive Industry and Commerce that with the continuous upgrading of consumption, people's demand for good products or high-quality travel is increasing, so MPV or new energy products in the automobile market will break out next year.
To this end, Dongfeng Liu Qi has also made full preparations.
Zhong Wei revealed that 10 new energy products will be launched in the next three years, covering pure electricity and hybrid, and besides Lingzhi and Yacht, a flagship MPV will be launched next year, thus forming a new product matrix of low, medium and high gears.
Automobile sankei: I noticed that the popularity of this auto show brought two brand-new models, one is our first pure electric SUV and the other is the flagship MPV.
Zhong Wei: Yes. Let's talk about the popularity of SUVs. This car is the first pure electric SUV launched by Dongfeng after its transition to new energy. The biggest advantage of this SUV is based on the guarantee of battery safety. Armored battery, when we released the new energy strategy at the end of 1 1, we revealed the characteristics of the whole battery. Four-fold protection technology, from batteries and modules to the whole vehicle, has comprehensive safety guarantee, and has passed four experiments of national safety test, measurement and control, priming, scraping and soaking, and the safety is relatively guaranteed.
Second, in terms of thermal management, the popular Thunder is equipped with Huawei TMS2.0 heat pump management system for the first time. In winter, the low-temperature endurance of the management system is improved, which can work normally at-18 degrees, and the low-temperature endurance is improved by 16%. This is the biggest product feature of popular Thunder. At present, the overall battery life exceeds 630km, and it will be fully listed in the first quarter of next year. This is the first heavyweight.
The second product is the new energy flagship MPV concept car, which inherits the brand gene of Dongfeng. Making MPV is what we are best at. This product inherits our brand advantages. In the creation of space, the perfect combination of car and space will have a good foundation in the spacious, comfortable and luxurious version in the future. It also has a strong performance in intelligence, electrification and luxury. Mass production products based on this concept car are expected to officially meet consumers in the second half of next year. This is also the first MPV product popular in Dongfeng in the field of new energy, which is very worth looking forward to. I hope users will continue to pay attention to Dongfeng's popular products.
Others are traditional fuel vehicle products, such as Volkswagen T5 EVO and Volkswagen Yacht, which are on display normally.
Automobile sankei: We have also created the exclusive logo of new energy.
Zhong Wei: This is a strong lion symbol. The shield outside reflects the peace of mind and comfortable protection of Dongfeng popular brand to users. The lion itself represents self-confidence and courage, which is also the popular brand attitude of Dongfeng. Based on this, we made a new energy exclusive logo, which represents green, environmental protection and high efficiency. We provide consumers with safe and comfortable protection, and provide consumers with green, efficient and environmentally friendly new products on the basis of the positive development of the whole brand. This is the brand spirit that our brand-new Aurora Green Lion label presents to consumers.
Automobile sankei: There are many brands that make pure electric MPV this year, and Dongfeng is one of them. Can you sum up our differentiated competitive advantages in this field? Including the overall judgment of MPV market next year.
Zhong Wei: MPV is the way out for these two years. All brands have new MPV products, and we have basic advantages. We have been doing MPV for 22 years, and we are the first independent brand in China to do MPV, with more than 2 million users. Therefore, Dongfeng's Volkswagen brand has done a good job in understanding MPV and understanding the needs of MPV users. With so many users, MPV is our consistent advantage product, and we have our own new experience in building space and building space comfort. This is our biggest source of confidence in MPV.
Second, after the transformation of new energy, we have accumulated a lot of product research and development experience, such as the newly released EMA-E new energy exclusive architecture platform, which can be compatible with pure electricity and hybrid technology routes. Dongfeng's popular future products will exert their strength on both pure electricity and hybrid technology, including the launch of technical products in two technical directions. The luxury MPV that we will launch next year first adopts hybrid technology, and pure electricity is popular thunder. After that, a new pure electric vehicle based on a new architecture will be launched.
In recent two years, with the change of family consumption structure and the increase of family travel demand in China, MPV will break out in the next few years, and the next few years will be the blue ocean period of MPV. Based on the above R&D strength, user base and insight into user needs, Dongfeng Popular will take the lead in this respect. Originally, it had a strong position in the terminal market. Yachts are very popular this year, and MPV for middle-class family users has a good user base. Products will be launched next year to form a combination matrix. Low-end ganoderma lucidum takes dual-use and partial business needs. The popular yacht is a household MPV product of 6.5438+0.5 million yuan, and the flagship MPV will exert its strength in the middle and high end in the future. This is our judgment and technical accumulation of MPV.
Automobile production: the plan of "photosynthesis in the future" put forward at the new energy conference, can you introduce the specific details?
Zhong Wei: "Photosynthetic future" is our overall strategy of new energy. We propose to realize the electrification of the product 100% within three years and stop the production of fuel vehicles within five years. This is the strategic goal of new energy, and there are several strategic routes.
First, in technology research and development, a brand-new EME-E architecture platform has been released, which is the architecture of new energy in the future.
Second, it has released its own exclusive armored battery to solve the battery safety problem, and has passed various safety tests and verifications.
Thirdly, the Mach hybrid power was released, characterized by very low fuel consumption, as low as 2.4L, and very high thermal efficiency, reaching 45%, which is at the top level in the industry. This is our technical reserve. In terms of R&D investment, Dongfeng has invested more than 654.38+0 billion in the technology of new energy products and R&D in the past three years. It is estimated that the planned investment in new energy pure electricity will exceed 20 billion before 2030. Now we have established a new energy R&D team with more than 1 1,000 people, which is a technical team specializing in the research and development of new energy products. At the same time, we have formed a new energy R&D alliance with top suppliers in the new energy industry, which is an investment in research and development.
At the product level, it is expected that 10 new energy products will be launched within three years, with pure electric and hybrid products. The first one is the popular Thunder, which will be launched in the first quarter of next year. The mid-to-high-end new energy MPV based on the flagship MPV concept car will meet with consumers in the second half of the year. The following year, a brand-new pure electric vehicle was introduced, and its appearance was highly accepted. We invited third-party organizations, some media and some users to evaluate the products, and everyone gave a very high evaluation on the appearance, interior design and intelligence. In the future, the second-generation pure electric SUV will be listed simultaneously in the following year. The next few years will be the key point of Dongfeng's popularization of new energy, and also the centralized listing period of "Photosynthesis Plan" products.
Automobile sankei: Do you think the consumption in the automobile market will be upgraded or reduced next year? How to treat the auto market next year?
Zhong Wei: The economy will gradually improve next year. With the passing of the epidemic, the focus of the country will shift to economic construction, and various policies to stimulate consumption will be introduced at the national level. In the field of consumption, new energy vehicles will be the starting point, so I predict that the overall automobile market will improve next year and the growth rate will be higher than this year. With the continuous upgrading of consumption in China, people's consumption concept has been further improved, and people's demand for good products or high-quality travel has continued to grow. Therefore, next year, the automobile market, MPV or new energy products will usher in an outbreak stage, and it is difficult to predict how many will break out, and the whole will get better.
The penetration rate of new energy will further increase next year. After several years of preparation and cultivation, everyone has a high degree of acceptance of new energy. By the end of this year, the penetration rate of new energy products will reach 30%, and the penetration rate will further accelerate next year. Based on the insight into the general trend and the judgment of the background, Dongfeng Fashion has made such a great transformation in new energy. Next year's products will be fully laid out in the direction of new energy, and marketing and research and development will be tilted in this direction.