On February 27th, Chery Automobile's Mars architecture, the super hybrid platform, was officially released in Beijing Water Cube. It was unveiled with a new generation flagship SUV, the Tiggo 9, with a starting price of 6.5438+0.6 million yuan, which will be listed in the second quarter of this year.
The location of the meeting is impressive. Under the night, the ice blue of the Water Cube+the heat of the Bird's Nest seems to be a metaphor for the ambition and dream of "Big Chery" in the blend of fire and water.
"Today, do China consumers still need to spend high prices to buy low prices?"
At the scene, Li, assistant general manager of Chery Automobile Co., Ltd. and general manager of Chery Automobile Marketing Company, sent a soul torture.
▲ Li, Assistant General Manager of Chery Automobile Co., Ltd. and General Manager of Chery Automobile Marketing Company.
At present, the SUV market is still a high ground for major car companies to compete for, especially in the context of the full-scale counterattack and joint venture campaign of China brand, the fierce struggle in the mid-to-high-end market is extraordinary.
The goal of Tiggo 9 is to break the value blockade of joint venture brands to China users; Subverting the value definition of flagship products by independent brands; Become the best choice for China users in the 200,000-class SUV market.
Tiggo's championship belief
"Tiggo has witnessed many historical moments. It not only records the unforgettable moment of China's rapid development in the great era, but also has its presence in every inch of the world. "
Li is a marketing expert who grew up from Chery system. In 2005, Li joined Chery Automobile. Also in this year, Chery Tiggo was born, which is also the first urban SUV of its own brand. From the security car of the 2008 Beijing Olympic Games to the Tiananmen national flag escort car, and now the national SUV is the first choice. 18 Rainstorm Rainbow, witnessed by Li Yilu.
At present, the global sales volume of the Tiggo family exceeds 3 million, and it has been exported to more than 80 countries and regions, laying a solid foundation for Chery's global strategic layout.
Grow and change through exploration and achieve the future through breakthrough. With the aura of the Tiggo series, the new flagship Tiggo 9 will push Chery to open a farther journey.
In the traditional culture of China, "Nine" has rich meanings. The ancients believed that nine is the largest positive number (odd number) and has the highest significance, such as "the number of heaven and earth begins with one and ends with nine"; At the same time, "nine" can also be extended to "high" and "deep", such as "nine nights" and "nine days".
According to Chery's official statement, the Tiggo 9 "was born globally", which is a global model built on the basis of the accumulation of more than 3 million Tiggo brand users around the world; "Natural Hybrid" is the first model of Chery's third-generation super hybrid; "Natural high-end" is the first model of Chery Super Smart Factory under the strategy of "Made in China 2025".
It is not difficult to find that, as a heavy layout of Chery's high-end, Tiggo 9 shoulders the heavy responsibility of enhancing the value and market competitiveness of Chery automobile products. "Champion has become the firm belief of Tiggo. Tiggo 9 entered the 200,000-class SUV market with the goal of becoming a new champion. " At the press conference, Li affirmed.
Persistence and tenacity of science and engineering people
The wheel of the times is rolling forward. In the face of subversive energy changes, Chery's exploration and upgrading of technology is its core weapon to seize the commanding heights of the market, and it is also the source power for the survival and development of enterprises and brands.
In the industry, Chery is called "scientific man". Since the establishment of 1997, Chery has insisted on independent innovation and has been the long board of "Technical Chery" for 26 years.
By the end of 2022, Chery has been awarded the title of "Top Ten Engines in China" continuously, with a total of 25,795 patents applied and 17 and 177 patents granted, among which invention patents accounted for 37%, ranking first in the industry.
It is worth noting that in the new market environment, it is not enough to just pursue technology and build a car behind closed doors. Only by studying the changes of market and user behavior can we continuously meet the actual needs of users in the new era.
In September, 2022, Chery released "Eta Ursae Majoris 2025" forward-looking science and technology strategy, built a science and technology innovation chain facing the new era, and took it as the fulcrum to complete the "science and technology leap" to the new era.
The release of Mars architecture-super hybrid platform is one of the latest achievements of Eta Ursae Majoris 2025 strategy, which has realized the global evolution in four dimensions: forward-looking wisdom, comprehensive comfort, efficient power and leapfrog security.
As a scientific and technological life with sustainable evolution, the Mars architecture-super hybrid platform not only represents Chery's ultimate goal of pursuing extreme energy saving, but also defines the development direction of hybrid and fuel vehicles in Chery in the next five years, and looks forward to the new vision of transforming to new energy travel. In the future, many high-end hybrid and fuel vehicles of Chery will be born on this platform.
▲ Dr. Gao Xinhua, Executive Deputy General Manager of Chery Automobile and CTO of Chery Automobile Engineering Technology Research and Development Institute.
Dr. Gao Xinhua, executive deputy general manager of Chery Automobile and CTO of Chery Automobile Engineering Technology R&D Research Institute, said: "The Mars architecture-super hybrid platform is a breakthrough for Chery to attack the city with China wisdom and scientific and technological spirit, and it will also empower Chery Automobile to realize the rapid enrichment of product matrix, covering all categories of diversified market segments and bringing better travel experience to users around the world."
The leading technical strength comes from the top talent pool. At the press conference, Dr. Scientist of Chery Automobile Group made its debut, which brought a strong visual and emotional impact to the audience. In the next five years, Chery will also invest 654.38+00 billion +R&D funds. With the double blessing of technology and capital, Chery will also actively explore more possibilities of technological evolution.
Let the involution come more violently
"If this kind of involution can bring consumers more affordable and better products, if this kind of involution can accelerate industrial optimization and eliminate those unreasonable enterprises and production capacity, then let the' quantity' come more violently!"
There is no doubt that 2023 will be a year of extreme involution in the automobile market, and Chery is not in a hurry. Sydney said this very bravely.
His speech won warm applause from the scene. What is the confidence behind his high profile?
"The latest and best, Chery always gives it to users the first time."
Under the background of great changes in the consumption environment and usage scenarios, what kind of living conditions and expectations do users in the 200,000 SUV market have? Chery's observation is that they are in a new life process, expecting a better quality of life, and they are eager for the ultimate driving comfort and high-end driving quality.
Tiggo 9 is likely to be more than one generation ahead of its rivals. "Comfort is a kind of relaxation, a kind of comfort and a state. But the comfort of the car is a respect for the family. "
Tiggo 9 sets a new benchmark in comfort size and height. The body size of the Tiggo 9 is 4820mm *1930mm *1699mm/1710mm, and the wheelbase is 2820mm, which can take care of the feelings of every driver and passenger in the car and provide leapfrog enjoyment.
In terms of power, the Tiggo 9 is equipped with the strongest Chinese core-Kunpeng Power 2.0TGDI engine, which can achieve strong power output with maximum power 192kW and peak torque of 400 N m. At the same time, the new car also has Chery's full-scene intelligent four-wheel drive system, with seven driving modes including economy, standard, sports and sand, which can easily cope with various road conditions.
In addition, Chery understands that safety is safer than safety. Tiggo 9 is born with "global five-star safety standard", which is unique among products of the same level in the whole market, exceeding the requirements of China safety regulations.
In order to realize the vision of "bringing forward-looking technology to every user in the world", Chery has made continuous breakthroughs in user operation, making the image of "scientific man" warmer.
Recently, Chery, Xingtu, Jietu and Chery New Energy, four brands under Chery Group, jointly announced the launch of the "Lifetime Warranty for All Models" policy. This makes Chery the first mainstream independent brand in China to launch the policy of "lifetime warranty of whole vehicle".
Observation of human steam:
Under the multiple sweeping of new energy and intelligence, the global automobile industry needs to be rebuilt urgently. In Chery's view, in the future, the car will be a brand-new species that maintains dynamic evolution and is the entrance and node of the intelligent interconnected ecology of all things. The evolution direction of technology Chery, with user thinking and internet thinking, finally builds an intelligent interconnected ecology of everything, providing users with lifelong value-added services and experiences.
▲ Zhang Guozhong, Executive Deputy General Manager of Chery Automobile
As Zhang Guozhong, executive deputy general manager of Chery Automobile, observed: it is an opportunity to embrace the technological evolution in the era of intelligent interconnection of all things; This is also an opportunity for China brands to accelerate globalization. Chery Automobile promotes China Automobile and China Manufacturing to climb to the high end of the global industrial value chain by creating more products with high cost performance, technical price ratio, surface price ratio and heart price ratio and exciting value experience for users.
With the realization of the "dream of millions of sales" in 2022, in 2023, Chery is opening another "hurricane" mode, continuing to turn innovation into the first driving force, and it is expected to take advantage of the situation in the era of great change.
This article comes from the author Hao, and the copyright belongs to the author. Please contact the author if reproduced in any form. The content only represents the author's point of view and has nothing to do with the car reform.