Chery, which once ridiculed itself for "getting up early in the morning and catching up late in the evening" in the new energy transformation, has recently launched new pure electric and hybrid vehicles, and its intention to catch up and surpass in the new energy market is very obvious.
Recently, Chery Xingtu's first pure electric sedan, the Star Era ES, was officially launched, with a total of 5 versions and a price range of 22580,000-33980,000 yuan, 20,000 yuan lower than the pre-sale price.
Xingtu is a high-end brand owned by Chery. This year, Chery sorted out the positioning of many of its brands, and accelerated the transformation to new energy with the four major brands of Chery, Xingtu, Jietu and icar. The latest and most advanced technologies of Chery Group will be prioritized into the Xingtu brand, and the best talents, platforms and ecological resources of the whole group will be given priority to Xingtu.
It was in this context that the Star Era ES was born. At the press conference, Yin Tongyue, chairman of Chery Group, shouted: "In the new energy market, we are really welcome. ”
After the press conference, "New Intelligent Driving" participated in the communication meeting attended by Gao Xinhua, Executive Deputy General Manager of Chery Automobile and President of the General R&D Institute, Jin Yibo, Spokesperson of Chery Group, and Huang Zhaogen, Assistant General Manager of Chery Automobile and General Manager of Xingtu Marketing Center, focusing on the highlights of Epoch ES, Chery's technical reserves and brand upward play.
Chery's ambitions for Star Era ES are not small. Huang Zhaogen said that in 2024, Chery's sales goal for the Star Era ES is to rank among the top three in the industry in the 200,000-300,000 pure electric car market.
Although there are a few players who are very good at the moment, I think we can play as well. ”
The name of the Epoch ES is a reference to two classic models, namely the Mercedes-Benz EQS, which is the representative of the luxury car brand, and the Model S, which is the representative of Tesla, the representative of the new forces.
Gao Xinhua called these three cars "3S", which means that the Star Era ES will be the next classic model for the world, on par with Mercedes-Benz EQS and Model S.
What kind of car is Star Era ES?
The Epoch ES has a length of 4945mm, a width of 1978mm, a height of 1467mm, and a wheelbase of 3000mm. Like the Zhijie S7, the Epoch ES was born from the high-performance electric platform E0X, which Chery spent tens of billions of dollars to develop.
At present, new technologies are being used in the Star Era ES car, such as the 800V platform and the AI model. According to reports, Epoch ES has gathered 5 world-class capabilities, including world-class safety, world-class energy consumption, world-class space, world-class comfort and world-class wisdom.
In Gao Xinhua's view, the Star Era ES has at least three major skills - energy consumption, platform architecture capabilities and vehicle safety.
Energy consumption is far ahead. Gao Xinhua introduced that the power consumption of Star Era ES is only 11 per 100 kilometers7kWh, the 85 cars announced by the Ministry of Industry and Information Technology are older than 4The 75-meter electric model ranks first.
This is because Epoch ES has adopted 56 development technologies to reduce energy consumption, and the drag coefficient of ES is only 0 in a speed measurement of 120km h26。The long-range version of the ES is equipped with a 100-degree battery pack and a CLTC pure electric range of 905km.
"Many car companies use 100-degree batteries, but none of them can achieve a range of 905km for CLTC. ”
Gao Xinhua said, "The Star Era ES is not only leading at room temperature, but also leading in high and low temperature power consumption and battery life, and the attenuation rate of high temperature cruising range is better than the industry average of 8."6%, the attenuation rate of low temperature endurance is better than the industry value of 7%. ”
Secondly, the platform architecture capability is Chery's strength.
All ES models are equipped with IAS intelligent air suspension and CDC electromagnetic damping system as standardIt is currently the only model with air suspension as standard in the whole series within 300,000. With LiDAR, the ES can predict the speed bump 15 meters in advance, automatically adjust the resistance, and the ground clearance of the ES can be increased to 180mm, which can easily climb the road like an SUV.
Epoch ES also installed underfloor heating in the car, using dual heat pump layered flow technology to heat the ground in the car while maintaining air circulation in the upper space.
Thirdly, vehicle safety meets world-class standards. Chery has a deep accumulation of overseas experience, so it can meet the regulatory requirements of different countries and regions in terms of vehicle safety, including European standards and American standards.
Gao Xinhua said that the Star Era ES is developed in accordance with the world's highest five-star safety standards, and has undergone more than 30 typical crash scenarios and more than 100 crash tests, "In terms of safety, you can always trust Chery." ”
These hard technologies that Chery is proud of are also Chery's comfort zone, and what Chery has always exported to the outside world is the image of "science and engineering man" and "technology control".
Nowadays, intelligence has become a key competitive field in the new energy track, and in addition to hard technology, Chery has also accelerated the completion of its own software capabilities.
At this year's Chery Technology Day, Yin Tongyue announced that in the next five years, Chery will invest more than 100 billion yuan in research and development, and it is expected that more than 250,000 people, of which more than 50% will be software development.
For the research and development of intelligent driving, Chery also established a subsidiary Dazhuo Intelligence, which is positioned as an independent development solution provider and integration platform for autonomous driving, at the beginning of this year, and introduced Gu Junli, former vice president of Xpeng autonomous driving R&D, as CEO, and Cao Guangzhi, the former head of Xpeng perception, as CTO.
Back to the Star Era ES car, according to reports, ES is equipped with two Orin X chips, and will gradually launch high-end functions such as urban navigation and driving and valet parking in the next 6 months.
Gao Xinhua revealed that the Tier 1 intelligent driving business of Star Era ES is Bosch, and the algorithm comes from a new domestic intelligent driving force that is good at perception algorithms.
Yaoguang Laboratory is Chery's future-oriented technology research and development carrier. Gao Xinhua said that according to Mr. Yin's plan, he will lead the team to establish 300 Yaoguang laboratories, and more than 100 have been built so far.
There are 300 Yaoguang laboratories, each of which is industry-leading in a certain dimension, and my technology iteration has risen. This is the foundation and source of my technology, and all cars will get better and better. ”
Why did the first model of the Star Era series launch a pure electric sedan?This is a matter of concern to the market.
After all, in the 200,000-300,000 level pure electric car market, the models in the same ** range as the Star Era ES include the Zhijie S7 jointly built by Chery and Huawei, does this mean that the competition should start from the brother brands?
Huang Zhaogen said that the choice of pure electric sedan as the first model is in response to the needs of the market. As Chery's high-end brand, the Star Era series should be aimed at at at the beginning of its launch.
Markets in first- and second-tier cities. In this market, the demand for pure electric cars is greater than that of SUVs. At the same time, Chery is also preparing for the launch of the next SUV model, and the pure electric SUV Star Era ET will be released in the first quarter of next year.
On the other hand, the Star Era ES and the Zhijie S7 are actually misplaced competition, and the user portraits are not consistent.
Gao Xinhua said that the Star Era ES focuses on ultra-comfortable positioning and has enough intelligence, while the style of the Zhijie S7 is more sporty, young and technological, which is the orientation of two different groups of people.
According to reports, Xingtu's previous accumulated users are a group of people who understand technology, pursue performance, and are pragmatic and low-key, of which teachers, doctors, and civil servants account for 60%, and 70% of them are exchange customers, and 70% of these exchange customers are transferred from joint venture brands.
"These two cars will not compete with each other, but both cars will run forward and join forces to fight others, not themselves. ”Gao Xinhua emphasized.
However, compared to the wisdom of the S7 with Huawei halo, it is not easy for Star Era ES to break out of the encirclement.
Since the beginning of the year, the domestic new energy market has lasted for a year, and the market competition has become more and more involuted. This "volume" will even spread from the country to the outside world. In fact, many car companies have taken going overseas as an important strategic market in the next step.
The overseas market will also be an important position for Star Era ES. Relying on Chery's achievements in overseas markets over the past 20 years, Epoch ES has a greater advantage over other competing products.
According to the data of the China Association of Automobile Manufacturers, in the first 11 months of this year, Chery Group exported a total of 8370,000 units, a year-on-year increase of 110% to 13The gap of 30,000 units ranks behind SAIC, 45 ahead of Geely in third place90,000 units. In the first 11 months, Chery's overall sales volume was 166560,000 units, 50% of which were exported.
Yin Tongyue shared Chery's overseas dealers' evaluation of the Star Era ES. He said that overseas dealers are very much looking forward to the listing of Star Era ES and have asked for simultaneous listing with China.
"We may set a new record, and Chery's international company is ready to sell this car for more than 1 million yuan per car, which is expected to be the highest unit price in China's exports. ”
Jin Gebo said that Chery's brand has gone faster in the international market than in China, and in the eyes of overseas dealers, Chery can benchmark Lexus and Infiniti.
The challenge is that the other side of Chery's strong overseas development is that there is still a big gap between Chery's brand power in the domestic market and that of competing products. Huang Zhaogen bluntly said that at present, the product power of Star Era ES is ahead of the brand power.
How to establish brand power is still a lot of tests for Chery and Xingtu. Chery Xingtu was originally born for high-end, but since its establishment 5 years ago, it has still failed to set off enough brand voice, and the listing of Star Era ES is a new starting point.
Brand power depends on opening enough stores. From the perspective of the channel side, Star Era is speeding up the speed of store opening. According to the plan, by the end of 2023, the number of stores nationwide will exceed 300, and in 2024, the number of stores nationwide will exceed 460.
In Huang Zhaogen's view, the brand is a symbol of quality + taste + lifestyle, and high-end brands must have higher quality standards, which can be fully achieved by the Xingtu brand in technology.
The "super comfortable" label is the starting point for Xingtu to build brand power.
The essence of travel tools is still safety and comfort, and the Star Era focuses on comfort and safety, which is unchanged, and then we combine electrification and intelligence to achieve the same level as the new forces and Tesla. Huang Zhaogen said, "If everyone thinks of super comfort when they mention Star Era, our brand will be successful, and super comfort is the quality, taste and values of Xingtu." ”
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