Interview with CNSNowadays, the new energy vehicle track has entered a white-hot stage. After exploring a period of transformation, more and more independent traditional car companies have found that it is extremely difficult to transform their fuel vehicle identity to the identity of new energy vehicles as a whole, and "starting from scratch" is the right solution.
In order to accelerate the layout of the new energy track, not long ago, Dongfeng Motor officially released a new new energy vehicle brand E and unveiled its first model E 007. Dongfeng Motor hopes to use the E brand and its products to fully enter the mainstream mid-to-high-end automobile market of 150,000-250,000 yuan.
e, a brand name that sounds a little confusing, but has a very deep meaning behind it. Yu Fei, general manager of Dongfeng Yipai Marketing Division, introduced that E stands for electric, energy, explore, emotion, is an infinite non-circular decimals, representing infinite possibilities, and the two symbols are combined together to create infinite possibilities for customers.
For what is the promotion of a new brand on the basis of many existing brands, Chen Hao, member of the Standing Committee of the Party Committee and deputy general manager of Dongfeng Motor Group, said that the 15-200,000 level is the largest and fastest growing new energy vehicle range this year, and the competition is also the most fierce market, Dongfeng Motor must enter, and the E brand assumes the role of Dongfeng Motor in the new energy market.
At the same time, different user groups are also one of the reasons why Dongfeng is considering launching the e brand. He said: "The biggest problem in the market now, or the biggest confusion for everyone, is that the fuel vehicle customers and the new energy vehicle customers are not the same people. If I want to buy a new energy vehicle, then I may not go to a store of a fuel car brand, which is everyone's confusion. It is also one of the reasons why domestic manufacturers want to make a new brand and new channels to do new energy. At the same time, it is also a difficult point for many traditional fuel car brands that have sold very well before. ”
Yu Fei, general manager of Dongfeng Yipai Marketing Division.
At this press conference, the world premiere of E 007 attracted particular attention. Wide-body low-lying body, electric scissor doors, frameless doors, electric rear wing, panoramic dome, Mach E power, SOA intelligent cockpit, and high-computing power intelligent driving system, these highlights are gathered together, and it is difficult to associate them with the ** range of 15-250,000.
The E 007 basically inherits the style and mechanical capabilities of our prototype car and the style of the sports car. Yu Fei said, "To sum it up in a few words, it is good looking, fast running, and very smart." ”
At a time when the post-90s generation is gradually becoming the backbone of the whole society, the e brand is also targeting the users of the first car in this group of people. Yu Fei said: "We are more confident in the exterior and interior, and our target customers are young talents around 30 years old, that is, the 'new school of struggle' summarized at the press conference will like this car." ”
Thanks to the blessing of Dongfeng quantum architecture technology, E 007 has ultra-high performance, equipped with Mach E power, providing class-leading electric four-wheel drive, with a motor power of up to 400kW, achieving 000 acceleration in 3 seconds, 11The low energy consumption of 9kWh 100km is also leading in the same class; The extended-range model can achieve a range of 1,200 kilometers on a tank of fuel.
As the general manager of the e-brand marketing division, it is natural to consider the balance between sales and profits after the launch of new vehicles. Selling less and making high profits, or selling more without making money, all belong to "losing money and making money" at different latitudes.
In this regard, Yu Fei said: "It is certain that both volume and profit are required, but at different stages, everyone's focus is different. For example, the brand has just started to grow and build brand power and drive sales from brand power. If the brand is in the mature period, the amount and profit should be taken into account, when the brand is going downhill, it must be the amount of priority, everyone's choice may be different, of course, the strategy of this competition is different, people have different choices, you have to ask me to answer this question must be both volume and profit. ”
With the launch of the E brand, the current Dongfeng brand has three brands: Dongfeng Fengshen, E and Dongfeng Nano, for the integrated management of the three brands, Chen Hao believes: "The three brands should be integrated and sold in three channels, because even if it is a new energy vehicle, the owner of E may not be the same group of people as the owner of the nano, it is difficult for us to put the nano car and the E car in one channel, and then tell the consumer which car he wants to buy." ”
In the process of traditional car companies transforming to new energy, they will inevitably encounter the problem of channel transformation. Chen Hao said: "We can use Dongfeng multi-brand, especially the excellent dealers in the joint venture brand, and encourage them to work together to select excellent investors and do transformation with us." At the same time, in this process, there are people in the society and investors who urgently need to transform to do the transformation together. In this process, we want to seize this opportunity and take everyone to channel the structure of the transition from oil vehicles to new energy. ”
At the same time, he added: "channels, products, the best after these three marketing can do a solid job, I believe there is always a chance, the whole market, the whole industry is transforming to new energy, new brands are constantly emerging, in this process must be someone can win, I believe through our efforts will be able to win." ”
In the new energy vehicle has entered the white-hot stage, the launch of a new brand is an opportunity and full of challenges, in order to catch up with the "new energy vehicle army", e need to move forward at full speed.
Chen Hao revealed: "In the next 3 years, we have 10 cars put into the e, mainly in the pure electric and extended range two tracks to compete with everyone, we are not afraid of competition, since we are ready." ”
Today, Dongfeng Motor has basically completed the core technology and resource layout for the era of vehicle electrification, intelligence and networking, and will officially build a luxurious, high-end and mainstream intelligent new energy brand pattern after E and E 007 join.
Dongfeng Passenger Vehicle's 2025 production and sales target of 1 million new energy vehicles is gradually approaching.
Photo: CNS, Zhuo Lu).