Written byWu Jing, Liu Baohua.
EditZHANG Nan.
DesignZhao Haoran.
MPV is a very special segment.
It is not large, accounting for only about 5% of passenger car sales all year round, that is, more than 1 million units a year.
But there is something magical about MPV. For example, the price increase king Toyota Alpha and Lexus LM, the former price increase of 300,000 yuan + is the norm, and the latter often increases the price of 500,000 yuan and 800,000 yuan, and the price increase of both cars is enough to buy an original car in the Japanese market.
The reason for the popularity of the two cars is nothing more than that they are recognized by the celebrity circle and the rich circle, and they are low-key and luxurious, and they have become a symbol of status and wealth. When an Alpha meets a Mercedes-Benz S-Class, no one can say which owner is more powerful. Or as most people who eat melons think, the owner of the Alpha car may have already passed the S-class stage.
In the final analysis, the more you reach the stage of freedom to use the car, the more you will pay attention to whether your experience is really comfortable, so the MPV products whose comfort is far better than that of sedans and SUVs are more popular with people who "please yourself". "The end of buying a car is MPV", and the new philosophy of buying a car is becoming more and more deeply rooted in the hearts of the people.
From this point of view, the smoke of MPV, especially the new energy MPV market, in the past two years is actually a sign of the maturity of the domestic automobile market. In particular, the new energy MPV is significantly better than the traditional fuel MPV in terms of space, NVH, comfort, and scalability of internal and external electrical appliances, which is the second reason for the fire of the new energy MPV market.
As a result, almost all major mainstream manufacturers have launched or are about to launch new energy MPV models. Whether it is the Denza D9, ZEEKR 009, Hechuang V09, VOYAH Dreamer, Wei brand Gaoshan, or the ideal MEGA, Xpeng X9, Trumpchi E8 and Volvo EM90 that are about to fight in the market, they have sprung up like mushrooms after a rain.
The abundant product selection directly drives sales. Judging from the data, in November this year, the retail sales of new energy MPVs in the domestic market reached 190,000 units, a year-on-year increase of 2185%。With the hot trend and strong growth, luxury pure electric MPVs have become another battleground.
At a time when the competition of new energy MPVs is becoming increasingly fierce, a heavyweight player - Hechuang V09 cannot be ignored. On October 13, the V09, which is positioned as a "unicorn luxury car" and equipped with an 800V high-voltage silicon carbide platform as standard, was officially launched, with a range of 31880,000 43880,000 yuan.
The goal of the V09 is very direct, to disrupt the luxury MPV market. To put it more bluntly, it is to "single-hand" the big brothers in the luxury MPV market, and then replace them and set a new benchmark.
So, what is the confidence of V09?What is the confidence of Hechuang?
GAC helps, a new "strength" on the shoulders of giants
From the past Guangzhou Auto Show, we can find some clues. At the press conference, Hechuang reviewed the road taken in the past three years and clarified the direction of future development with the three chapters of "Together, New and Advanced".
At the press conference of the auto show, Yu Jun, deputy general manager of GAC Group, also came to the platform for Hechuang: "At the time of its birth, Hechuang Automobile had not only GAC's ingenuity and quality genes, but also the big data and artificial intelligence genes of the InternetIn the future, GAC Group will, as always, fully support the development of Hechuang."
As one of the shareholders, GAC Group, as one of the shareholders, has not only continued to invest in funds, but also empowered advanced technology, intelligent manufacturing, and marketing operations.
Standing on the shoulders of giants, it is inevitable to see far, but if you want to go far and steadily, you have to find a way to transform "resources" into "strength". This point has been done extremely well by Hechuang Automobile. The most intuitive example is the complete system of production and intelligent manufacturing, which is the most basic but also the most important foundation for car manufacturing.
At the beginning of 2022, under the overall coordination of the shareholders, Hechuang Automobile officially became a shareholder of Guangcheng Hangzhou Company. In order to better adapt to the production of new energy vehicles, Hechuang Automobile has optimized and upgraded the whole system of Guangcheng Hangzhou Company around production automation, information digitization, management functions and intelligent manufacturing ecology, so as to realize the flexible collinear production of fuel vehicles and pure electric vehicles. At present, the Z03, A06 and V09 models of Hechuang Automobile have been successfully mass-produced in Guangcheng Hangzhou Company, which is a world-class smart factory built with GAC's production system and quality control standards, with an annual production capacity of 200,000 vehicles.
Of course, there are not many new power car companies with family background and backing, but on this basis, there are not many brands that insist on self-research of technology, and it is a self-developed brand at the architecture and system level.
After the rapid completion of the new product landing in the early stage of its establishment, with the empowerment of the two major shareholders, Hechuang Auto joined hands with partners such as Bosch, Juwan Technology and Tanwei Technology, and also built a joint R&D center for intelligent networked vehicles with Shanghai Jiao Tong University, firmly embarking on the road of technology self-development.
The vehicle platform was originally derived from the original Hycan 10 architecture, to today's H-GEA 20 global pure electric architecture, compatible with energy saving, performance, intelligence, continuous iterative evolution, is the background of Hechuang's struggle in the past 3 years.
In addition to the architecture, the H-VIP intelligent driving interconnection system developed by Hechuang has also evolved to 30 stage, and applied to the Hechuang V09, the new car became the first mass-produced MPV equipped with LiDAR.
Talking about this, looking back at V09's ambition to be an Alpha Ping replacement, it doesn't seem to be a pipe dream. In fact, as a masterpiece integrating technology, luxury, comfort and safety, the V09 is equipped with an 800V high-voltage silicon carbide platform as standard, supports 4C super fast charging, and is equipped with lidar for the first time in mass production MPV, which already has the necessary conditions to set a new benchmark for luxury pure electric MPV.
In December 2023, the China Automotive Technology and Research Center (CAETEC) conducted a number of extreme crash tests between trucks and new energy vehicles. In the collision test of the ghost probe AEB superimposed on the rear-end collision of a large truck at the intersection, Hechuang V09 suddenly encountered a two-wheeled vehicle that ran a red light, and the automatic emergency braking system was triggered urgently, and the truck in the same direction after braking did not have time to react and directly collided with Hechuang V09, which conducted a comprehensive investigation of the active and passive safety of the vehicle.
According to the results released by China Automotive Information Technology Co., Ltd., Hechuang V09 successfully passed the TOP Safety Extreme Collision Challenge, and passed with high scores in the vehicle's three-electric safety, restraint system, structural performance, active safety and other aspectsAt the same time, the dummy in the car is in good condition, showing that under extreme collision conditions, the "land aircraft carrier" Hechuang V09 provides 360-degree safety protection for the whole occupant.
Market feedback is the best note. Since the opening of Dading on September 10, Hechuang V09 has received as many as 90% of high-allocation orders, with an average customer unit price of more than 370,000 yuan, which fully proves the competitiveness and market potential of Hechuang V09, and Hechuang is confident to open the market in the core ** belt of 300,000 and 400,000 yuan.
For Hechuang Automobile, although the V09 is not its first model, it is the "dark horse" that impacts the luxury pure electric MPV market, and it is the key to helping the Hechuang brand to move forward.
The Pearl River Hopson system empowers and expands the "infinite possibilities" of Hechuang Automobile
Standing on the shoulders of giants, Hechuang Automobile actively revitalizes resources, makes full use of the advantages of all parties, even in the automobile market with the extreme involution, Hechuang Automobile has never blindly followed its competitors, it has always been clear about its own positioning and rhythm.
Nowadays, from technological upgrading to ecological "breaking the circle" to co-creation with users, Hechuang Automobile has successfully embarked on a road with its own characteristics.
As early as April 2021, Hechuang Automobile began to sign a strategic cooperation with EDG, an e-sports club, to deeply bind the e-sports circle. In August of the following year, Hechuang Automobile and EDG officially announced the upgrade of their strategic cooperation and officially named EDG Hechuang Automobile League of Legends Team. At this year's Shanghai Auto Show, the "mobile e-sports fortress" jointly created by Hechuang Automobile, EDG and Razer - Hechuang V09 Razer Edition has attracted attention across circles.
As a new "strength" brand that understands young people best, Hechuang Auto has created a new ecology of "smart car + e-sports", breaking the circle with "tide intelligence", not only seizing the traffic password that resonates with young people at the same frequency, but also successfully establishing a "marketing moat" in the involuted new energy vehicle market, and actively seizing the minds of young users.
Co-creation is the genetic background of the co-creation brand. However, for co-creation, co-creation is not only a concept, but also the huge resources of shareholders to implement it. The IPs such as EDG and Lingcage that have cooperated with Hechuang have the support of the Zhujiang Hopson Department behind them, and Zhu Yihang, chairman of Hechuang Automobile, is the founder of EDG.
The listing of Hechuang V09 is integrated with the Shanghai Chao Expo, presenting a big show of "Art and Innovation Co-creation Trend Night", which is a display of Hechuang Automobile's strong cross-border resource integration ability. In the future, Zhujiang Hopson will continue to empower Hechuang Automobile in landing application scenarios, commercial and residential properties, national tide culture, and new retail.
For example, well-known hotels, apartments and shopping malls such as Zhujiang Dijing and Manhe Beijing under the Pearl River Hopson Department can support Hechuang Automobile to quickly deploy charging systems in communities and commercial entities, create smart parking systems, and integrate commercial resources such as hotels and restaurants in the future to create a comprehensive membership service system for Hechuang car owners.
With more than 5 million parking spaces in China, as well as residential, shopping malls, supermarkets, hotels and other businesses, the Pearl River Hopson system can be used to provide end-to-end autonomous driving, automatic parking, charging, car washing and other technologies and services. This is an advantage that other car brands can't match.
In addition, Yuanzhi Technology, a member of Zhujiang Hopson, is committed to relying on core scientific and technological capabilities such as big data and artificial intelligence to build a trillion-level technology platform and industrial cluster under the digital economy.
The abundant resources of Chaojing Group in the fields of e-sports, animation, film and television IP will bring a large number of fashion trend elements and youthful vitality to Hechuang Automobile, and co-create with the younger generation.
The combination of the industrial layout of the Pearl River Hopson system and the many points of intelligent electric vehicles makes this major shareholder an important force to infinitely increase the upper limit of the development of Hechuang.
"Ping Alpha" is the affirmation and recognition of netizens for Hechuang V09. As a young brand, the strength of Hechuang Automobile is gradually being seen by the public;As a new car on the market, the charm of the V09 is gradually becoming known to consumers.
With the blessing of the two major shareholders and the vigorous development of three years of accumulation, GAC Hechuang has made a good start for the upward road of the brand, and the momentum is improving.
Open the market with a flagship product that integrates the whole thing, and then take root in the hearts of the people with a new and upward brand, the idea is right;
Standing on the shoulders of the two "giants", but insisting on independent technology research and development, the route is right;
The time is right to enter the luxury pure electric MPV market at a stage where the growth rate is gradually accelerating
The rest is left to time and the market.
Hechuang Automobile, the coming day can be expected.