2023 is coming to an end.
Looking back on the whole year, the new energy market kicked off the prelude to involution in Tesla's price cuts, and the year-long war was devastating, which largely compressed the profit margins of major brands.
With the escalation of the dark war, the competition in the new energy market will only be more cruel next year, and even for many car companies, it has reached the moment of life and death.
As a representative enterprise of China's independent brand transformation to new energy, Geely's new energy product plan for 2024 has begun to emerge on the Internet, and its three major sub-brand series: Galaxy, Lynk & Co, and Zeekrypton have successively revealed the layout and rhythm of new cars.
Combined with the public information on the Internet, we might as well sort out the new car planning of Geely's large matrix, take a look at Geely New Energy's deployment and strategic priorities next year, and analyze the overall trend of new energy next year in a point-by-point manner.
According to the strategic position of the brand under Geely's large territory, today we will mainly analyze the 2024 new energy product planning of the three major brand series of Galaxy, Lynk & Co, and Zeekr.
First of all, from the perspective of product positioning, the Galaxy series aims to target the mid-end market between 150,000 and 300,000 yuan, and the Zeekr brand focuses on the high-end market of more than 300,000 yuan.
At the same time, because Lynk & Co will also fully transform into a new energy brand from next year (only 03 high-performance fuel vehicles will be retained, and the rest of the new products will all be converted to new energy vehicles), and as a pioneer brand of the entire Geely automobile brand in the past, it is highly valued within the group, so it is also included in this combing.
2024 is a key turning point for ZEEKR, not only for the product, but also for the layout strategy adjustment of the entire brand.
Judging from the current ** new car planning, the most anticipated is undoubtedly the main SUV model CX1E, in view of the pre-sale of the Zeekrypton 007 benchmarking Tesla Model 3 has been opened on November 17, CX1E will be used as a brother model to benchmark Tesla Model Y, and the new car is expected to enter the factory in the first quarter of 2024 and be put into production at the end of the same year.
ZEEKR also plans to launch a new car with the internal code name CC1E. This model is positioned as the equivalent of the touring version of the ZEEKR 007, but at present, this car has just been established.
In the past three years, ZEEKR's products have been taking the niche personality route, that is, hoping that the sword will go sidewaysInvest in a cost-effective product in a relatively blue ocean field to achieve a hit.
For example, the first model of ZEEKR 001 is an electric hunting car, the second important product ZEEKR 009 is an electric MPV that deviates from the mainstream market, and the third ZEEKR X is a small car aimed at young light luxury.
However, judging from the current sales situation, 001 is still struggling to pick the lead, with a total sales volume of 6 in the first 10 months of this year150,000 units, accounting for nearly 67% of the brand's total sales. During the same period, ZEEKR X and ZEEKR 009 combined were only 150,000 units, ZEEKR has never been able to find the "second" hit key.
As the main force of absolute sales, ZEEKR continues to give various sales policies and preferential treatment to maintain the sales volume of 001. Not only that, it was revealed that ZEEKR 001 will not have a facelift or iteration before the second half of 2024, which shows that the brand is still very cautious about its facelift.
Therefore, in 2024, ZEEKR will shift the focus of the layout of new products, hoping that two mid-size sedans and one mid-size SUV will truly open the mainstream market. If the entry into the mainstream market is smooth, the sales pressure of ZEEKR 001 will also be greatly alleviated.
In addition to the above-mentioned new vehicles, ZEEKR is also developing two models codenamed CM2E and CM1E, which are more oriented towards the commercial market.
For ZEEKR, it is inevitable to join the mainstream, and it is safer for a new brand to bloom more, and the reputation accumulated in the early stage of niche products has also laid a solid brand foundation for its subsequent new products.
Somewhat similar to the birth of ZEEKR that year, since the brand debut in February, Geely Galaxy also seems to be pursuing Kombat.
Reflected in the speed of product launch, in just 10 months, the Galaxy series released three products in a row, Galaxy L7, Galaxy L6, and the Galaxy E8, which opened pre-sale not long ago, completed the hybrid and pure electric product layout at 150,000-300,000 yuan, and each product can correspond to find the hot-selling models of the Dynasty series, almost against BYD's face.
In 2024, Galaxy is also expected to launch one hybrid SUV (Galaxy L5) and two pure electric models (Galaxy E7 and Galaxy E6).
Among them, it is necessary to focus on the two SUV products that are expected to be unveiled in the second quarter: E7 and L5.
The E7 is speculated to be a pure electric mid-size SUV, which is roughly understood as the SUV version of the E8, which will inherit more than 200,000 product highlights such as 800V architecture, 8295 chips, and high-end intelligent driving, and ** is expected to enter the 200,000 range.
The Galaxy L5 is a small-sized SUV, and judging by the nomenclature, the L5 is positioned below the L7, given that the L7 starts at 13At 870,000 yuan, the Galaxy L5 is positioned lower, or it will compete with the BYD Song PRO DM-i, focusing on the 100,000-level plug-in hybrid SUV market.
2024 is also a big year for Lynk & Co's products, and from the perspective of new car layout, the whole series has fully realized the product switch from fuel to new energy.
Among them, it is worth paying attention to the Lynk & Co 07 EM-P, the new car is positioned as a mid-size sedan, which will be equipped with the Lynk & Co EM-P super extended range electric power system, which is expected to be officially released in the first quarter of next year.
If nothing else, the new car will use the same powertrain as the Lynk & Co 08, which is 1A plug-in hybrid system with a 5-liter high-efficiency engine and a P1+P3 motor layout. In addition, the Meizu Flyme Auto intelligent car machine system will continue to be installed.
At the same time, in 2024, the Lynk & Co 09 EM-P will also complete the replacement, and on December 20, the new car has officially opened pre-sale, with a pre-sale ** range of 3180,000-3580,000 yuan.
Regarding this car, there have been many product highlights revealed, such as the first double-sided seat traversing function in the second row, the first and second rows of seats that can be completely flattened, the only dual-cavity air suspension in the same class, and the new passenger screen.
In addition to the above new cars, in 2024, Lynk & Co is expected to bring a plug-in hybrid SUV based on the PMA platform and a medium and large pure electric sports sedan.
Judging from the layout of the new cars of the troika, Geely's bombshell dropped in the new energy market can be described as quite intensive, and the determination of the entire group to transform is very resolute.
ZEEKR still assumes the name of flagship, and all its products have been updated to the latest 800V architecture, and the self-developed system will also be quickly implemented to make up for the lack of intelligence.
Galaxy shouldered the burden of volume, plug-in hybrid and pure electric in parallel, giving more than 300,000 configuration value, but entering the ** range of 200,000, playing BYD;As for Lynk & Co, while continuing to study the plug-in hybrid route, it also polishes the three-electric and chassis systems, and connects to the Meizu smart car machine, giving users a more high-quality and personalized choice.
The only thing to be wary of is that there is a certain overlap in the positioning of the products of the three major brands, for example, the Geely Galaxy E8 and Zeekrypton 007 that were unveiled on the same day, and the Lynk & Co 07 EM-P a few days later, three cars with similar positioning are expected to be launched between January and April next year.
At that time, how to avoid internal friction of its own products will also be a serious issue facing the brand strategy of Geely.
Judging from the overall release rhythm of new cars in the new energy market in 2023, the most obvious trend is that everyone is crazy about pushing big cars, not only new cars are undecided, but also old cars are wrapped in Tesla terminals**, and then the volume and price of large cars are rolled up to further compress the market space of small cars.
For example, in the new energy A-class and below car market in 2023, except for the Qin PLUS Champion Edition, which can still rely on price reductions to maintain a certain level, other cars have been subjected to considerable market pressure.
In this market, no matter how much you roll, you still can't avoid the situation of driving high and going low.
However, the market for switching to B-segment cars and above presents a completely different hot situation. In 2023, many of the cars that have entered the hot list are real cars, such as NIO new ES6, Deep Blue S7, Xpeng G6, Zhiji LS6, Wenjie new M7, AVATR 12, Zhijie S7, Xpeng X9 and so on.
In addition, there are also Xiaomi SU7, Ideal MEGA, and Wenjie M9, which are rising in popularity.
In the middle, many quasi-medium and large cars with a length of nearly 5 meters and a wheelbase of 3 meters hold the size of the benchmark BMW X5, but they still only give 300,000 or even early 200,000 ** range.
The configuration is even more generous to the extreme, such as Xiaopeng G6's full system 800V architecture, Zhiji LS6 The whole system is equipped with lidar + Orinx chip as standard, not to mention comfort configurations such as heating and ventilation and refrigerator color TV. The terrifying thing is that on the basis of the big one, the big car still does not increase the amount without increasing the price.
Once the gradient of new energy vehicles is established, then all subsequent entrants will have a standard line for entering the market, and their pricing ceilings will be basically sealed.
For example, BYD Tang is destined to press the new cars of these new power brands such as Deep Blue at the level of 200,000;Similarly, Xpeng G6 is destined to enter the early 200,000 range of 800V architecture of the whole system.
If the previous new energy market was mixed, it can be called a big chaos, then now, the value benchmark products that have been owned in the market at all levels are too late, and the price is that they must come up with greater sincerity, either increase the size, add configuration, or use new technologies.
In this context, Geely's new energy product layout must also adapt to market changes, and cost performance is the only constant weapon in 2024.
It is worth mentioning that in order to improve the scale effect and reduce the cost of a single vehicle, Geely has built a self-developed system of three electric vehicles, and has developed a new generation of manganese-based material batteries and solid-state batteries. Among them, the nine-in-one high-performance electric drive system will also be applied next year.
At the same time, Geely also self-developed Dragon Eagle No. 1 chips, both of which are 7 nanometers, which are equivalent to two Qualcomm Snapdragon 8155 chips.
Through the vertical integration of the three-electric system and chip self-development, in the future, it can be expected that Geely's new cars will be expected to come up with more competitive quality and quality.
After entering 2023, Geely's actions in the field of new energy are becoming more and more frequent.
According to the data, in November this year, Geely Automobile's monthly sales exceeded 200,000 units, and Geely's sales of new energy vehicles reached 650,000 units, a record high for four consecutive months, an increase of about 5% month-on-month in October this year, and an increase of about 88% year-on-year.
However, compared with BYD, in the first 11 months, its new energy vehicle sales have exceeded 268340,000 units, a year-on-year increase of 6429%, the two are still not the same.
Geely New Energy still has a long way to go, but with the addition of a new product series and the prominence of its self-developed advantages, Geely's troika may help it become a dark horse in 2024.