High-end is the "long-cherished wish" of the brand's development, one end represents the improvement of market recognition, and the other end is the manifestation of brand value. The road to advanced high-end is by no means a simple and crude "flat ground to rise from high-rise buildings", and the illusion of high-end brought by stacking configuration will also bring backlash.
Throughout the development process of China's leading enterprises, the exploration of high-end brands has always been in progress, not completed. Even in today's era of automobiles dominated by new energy, there is no shortage of high-priced models, but the high-end brands that really let consumers vote with their wallets are still represented by old luxury brands such as German and Japanese.
History has proven that premiumization does not equal high pricing. The elements that support high-end products, in addition to the brands with a certain premium and the products with excellent strength, also need time to precipitate the brand heritage, after all, only time can witness the classics.
From Riich to Qoros, from the Son of the East to Chery Big Ant, Chery is the earliest and most attempted Chinese car company. Every self-revolution is a new attempt to define high-end.
In April this year, the emergence of the Xingtu Star Era made the industry re-examine Chery's "rush". It can be said that Chery, which has 26 years of experience in car manufacturing, has integrated all the thinking of high-end, first-class value and world-class positioning, and it is also the first time that "super comfort" has been integrated into the gene.
The first model that has just been launched, the Star Era ES, is also the sibling model of the Zhijie S7 jointly built by Chery and Huawei, with a price range of 22580,000-33980,000 yuan, 3 lower than the blind price420,000 yuan. Its emergence and launch not only bears the heavy responsibility of breaking through the sales barrier of Chery's "upward breakthrough", but also represents the comprehensive expansion of Chery's electrification layout and a new solution for the "post-fuel vehicle era".
"World-class" is not only a covering dimension, but also represents the depth of skill, and the "right time, place and people" behind it is also a "combination boxing" to help go out.
According to the data of the passenger association, in November, the Xingtu brand sold a total of 15,296 vehicles, a year-on-year increase of 1733%, sales from January to November were 111,352 units, a year-on-year increase of 1295%, and has sold more than 10,000 for 5 consecutive months.
The rise in sales data is an excellent "time" for Xingtu Star Era ES to enter the market.
Looking around Chery, there is an urgent need for a grasp to impact the new energy market, especially the high-end new energy vehicle market, and this has also become a "geographical" factor for the birth of Xingtu Star Era ES.
On the other hand, "harmony" is based on the entire strategic level, and the Star Era is also an unobtainable piece of the puzzle.
With the five world-class product strengths of "large space", "super comfort", "low energy consumption", "true wisdom" and "global safety", the Star Era ES can be described as a new generation of hexagonal warriors for new energy vehicles.
The "three-board axe" of Doxxing Star Era ES - platform, architecture, and large model is an important part of building world-class product strength. In Chery's words, "Chery puts all the best technology and quality on the Star Journey." ”
As the first car category with the "super comfortable" label, Star Era ES does not stay in the shallow car-making concept of many new power brands "refrigerator color TV sofa", but starts from the underlying architecture, starting from the chassis and handling, giving users a real "super comfortable" experience.
Focusing on the E0X platform, as one of the achievements of the "Yaoguang 2025" strategy, the E0X platform is supported by five technologies: Mars Architecture, Kunpeng Power, Lion Intelligence, Dazhuo Intelligent Driving, and Galaxy Ecology.
The Star Era ES is based on this platform, and the whole system is equipped with intelligent air suspension + CDC electromagnetic damping and damping system as standard, which can not only actively adjust the suspension height at speed, but also actively adjust the suspension dynamic damping according to the frequency of bumpy roads in real time, so as to reduce the discomfort of bumps and roll, and greatly improve the comfort of handling and riding experience.
At the same time, Epoch ES took the lead in applying Chery's most advanced EEA 50 electrical and electronic architecture. On the one hand, it is a user-defined architecture, supports global OTA, and adopts an SOA dual-decoupling software architecture, which is fully controllable by decoupling software and hardwareOn the other hand, it has a computing power of 1000tops and a high transmission speed of Gigabit Ethernet.
Thanks to the long-term cooperation between Chery and iFLYTEK, the Star Era ES is also the first to carry the iFLYTEK Xinghuo cognitive large model - Lion AI, which assists the Star Era ES to occupy a new high point in intelligence in the new battlefield where the "large model" is now competing in the new battlefield.
In addition, on the basis of the E0X platform, the Epoch ES is also equipped with 800V fast charging technology, Shenxing battery, LiDAR and other cutting-edge technologies, with 56 ultra-low energy consumption technologies, achieving 0Lowest wind resistance in its class at 205cd.
The strong hardware level and technical strength, combined with the intelligence empowered by Lion AI, together constitute the comprehensive competitiveness of Epoch ES and the technical support for "ultra-comfortable", and also reconstruct the definition of "new car" by the market and users.
Based on its new electric platform E0X, Star has completed the brand image lifting, realizing the brand upward trend by leveraging new energy.
We want the latecomers to take the lead, and next year in the new energy industry ranking will not be as polite as this year. We will definitely be in the top position of the country. A few days ago, Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group, made a "confident speech" at the "2023 Chery Science and Technology Festival", demonstrating his determination to impact the high-end of the Star Era.
Chery's "you're welcome", the first point of force is the strong product strength of Star Era ES.
As a new car with a long battery life, in the CLTC test, the power consumption of the Star Era ES per 100 kilometers is only 117kWh, the lowest in its class.
There are many factors that contribute to achieving low power consumption, 0The lowest wind resistance in the same class of 205cd, the lightweight body brought by the large-scale application of lightweight all-aluminum materials, the black technology of dual-source wide-temperature heat pump and the efficient energy management capability brought by the 800V high-voltage platform, etc.
Low power consumption not only reduces the cost of using the car, but also improves the battery life level and the comfort of the user's car. According to the data, the maximum cruising range of the ES can reach 905km under CLTC working conditions, and thanks to the blessing of the 800V high-voltage platform, it can achieve a range of 218km in 5 minutes and 30% to 80% of energy in 15 minutes.
In this regard, Dr. Song Tinglun, assistant general manager of Chery Automobile Co., Ltd., vice president of the General Institute of Automotive Technology and Engineering R&D, and executive director of the Prospective and Pre-research Technology Center, said, "For the first time, the Epoch ES has achieved a 905-kilometer long-range model of 300,000 yuan, allowing users to get a comfortable car experience without range anxiety, charging anxiety, and high and low temperature anxiety. ”
From the perspective of the price range, the market competitors of the Star Era ES are targeting the BYD Han EV and the Zhijie S7;From the perspective of size positioning, Star Era ES will also form a confrontation with AVATR 12 and ZEEKR 001;From the perspective of comprehensive strength, the product strength of Star Era ES in all aspects is not inferior to that of Tesla Model S, which costs nearly one million.
On the whole, as a "hexagonal warrior" model, the Star Era ES has full combat values in all aspects, and even if it is compared with Tianji horse racing, it is still full of advantages compared with competing models.
In addition to products, the launch of Star Era ES is more like Chery's "big move", which has made a lot of forward-looking layouts, "constantly building highways, there are three in total, one is a channel, one is digitalization, and one is an energy system." ”
Among them, in terms of channels, after more than half a year of channel investment work, as of August this year, the scale of the channel network of Xingtu Star Era has exceeded 165, and the delivery and service of Star Era ES are empowered by efficient and high-quality channel construction.
In terms of digitalization, Epoch has also specially created independent online services such as APP, applet, user center, SCRM system and remote diagnosis, and improved the service value of users while reducing operating costs while reducing operating costs through the management mode of center digitalization and online and offline linkage.
Finally, the construction of the energy system, focusing on user contact points, Xingtu Star Era has built a series of energy replenishment scenarios such as private pile charging, channel charging, public network charging, brand stations and energy platforms, and has connected to 300,000 public charging networks including supercharging piles, and will continue to iterate the public charging network to more than 500,000 in 2024 to continue to meet the needs of car use and high-end energy replenishment experience after permanent car purchase.
It can be said that Chery is fully prepared for the one-step market recognition of the Star Era ES.
Chery's image of "science and engineering man" is deeply ingrained in the hearts of consumers, and the deep cultivation of the new energy track and the steady adherence to long-termism are also the unchanged IP of the Xingtu brand, and the world-class technology empowerment of the E0X platform makes the Epoch ES have world-class quality, integrates "super comfort" into the genes, and also opens up a new competitive category.
Judging from the comprehensive strength of the current announcement of the first and the Star Era ES, the Star Era ES has the strength and confidence to break the shackles of the current high-end and upward trend of the pure electric market and create a new era of Chery's high-end.
As Yin Tongyue, chairman of Chery Holdings, said, the Epoch ES will be exported overseas, and the export price may exceed 1 million yuan, becoming the model with the highest unit price in China's exports.
At that time, the strongest Chery and the most expensive Chery will become the flagship exclusive label of Star Era ES.