"You're welcome to be a young icar." On December 18, at the icar 03 pre-sale meeting, Zhang Hongyu, general manager of icar, shouted this slogan at the scene. As an important deployment of Chery Group in new energy, the ICAR 03 will be the group's first new energy vehicle to be listed in 2024, representing the beginning of Chery's comprehensive impact on the new energy vehicle market. On the same day, the pre-sale of the ICAR 03 began, ** at 12980,000-18580,000 yuan, the starting ** is about 10,000 yuan lower than the outside world's expectations.
Considering that the car is only on pre-sale at present, there should be adjustments when it is launched in the future, which also means that the iCar 03 will enter the market in a "table-lifting" posture. In 12On the basis of the pre-sale price of 980,000 yuan, iCar provides a pre-sale right worth 38,888 yuan, including a lifetime warranty. As the brand's first model, the icar03 set off the launch of Chery's new generation of products. As it stands, the car is performing well after its debut.
At present, there are more than 12,000 blind orders. An insider of the company said that the overall orders in the blind stage exceeded the company's expectations. According to the company's expectations, the car will be able to achieve sales of about 80,000 yuan next year. However, this ** is made in a more conservative state, because the overall production capacity of ICAR has not yet been fully released. As far as the market is concerned, the car is also the first "square box" off-road vehicle to enter the 150,000 yuan level.
The icar 03 is our first unwelcome on the product!Zhang Bingfeng, general manager of iCar Automobile Marketing Company, Zhang Zhangfeng said. Now, ICAR 03 has entered a blank market, and the question now is how much share ICAR can win in this blue ocean market, and how much impact will it have on competing products?
150,000 unique competitiveness
In the same product type, Chery already has a short-distance traveler, but ** rushed to the 200,000 range, and it is a fuel version. If you don't look at the market, Traveler has achieved monthly sales of more than 10,000 units, so the pure electric version of the icar03, which focuses on the young market, also has the opportunity to achieve the same market performance. From the product point of view, the icar 03 has several product points that are more prominent, such as all-aluminum body technology, batteries in cooperation with CATL, four-wheel drive technology, and intelligent driving in cooperation with DJI, which are all impressive.
The shape of the square box, the driving control of the performance car, the intelligence of the new forces and the safety strength of the leapfrog can be said to be the only one in the same class. Zhang Bingfeng said.
Specifically, the digital cockpit uses Qualcomm's third-generation 8155 chip, which is also the mainstream level of electric vehicles, and in terms of intelligent driving, it is the world's first binocular bionic pure visual intelligent driving jointly developed by DJI, equipped with a high-definition camera with higher specifications than Tesla and up to 8 million pixels. In addition to the conventional L2 level of driving assistance, it also realizes high-level assisted driving such as paddle lane change, high-speed pilot, urban memory pilot, one-key remote control parking, cross-layer memory parking and tracking reversing.
Ease of use is the last word. Wang Caiguo, CEO of iCar03 products, said that the car can truly "be driven nationwide" without relying on lidar and high-precision maps.
On the body, the ICAR 03 original hybrid leapfrog chassis, as well as the front super-large hydraulic bushing high-end MacPherson + rear all-aluminum hollow H-arm multi-link independent suspension. This is also the same technology of Land Rover Defender, and it seems that Chery's joint venture Land Rover has also gained a lot. Of course, Chery's all-aluminum body also appeared on the ICAR03. The all-aluminum body has always been exclusive to luxury cars, and the all-aluminum body design of the iCar 03 adopts the original all-aluminum multi-chamber cage body.
Its body technology has four advantages: high strength, high safety, light weight and anti-corrosion. "Our all-aluminium body is naturally corrosion-resistant for 30 years and will never rust during its life cycle. Wang Caiguo said.
icar 03 rolls are not refrigerators, color TVs, large sofas. Zhang Hongyu said. However, the iCar 03 actually rolls up the refrigerator at the same time as the volume technology. According to reports, the car also has some practical configurations, such as icar 03 is not only equipped with 12 oversized panoramic electric sunroof, also equipped with electric sun blinds (not available in many electric vehicles). In addition, the iCar 03 has up to 36 storage spaces, with pockets, hooks, compartments, and boxes. There are two rows of storage boxes, middle row incubators, and password safes.
What consumers want, icar03 is complete at one time.
Younger targeting and marketing
From the perspective of market competition, in the pure electric market at the level of 150,000 yuan, iCar 03 will form a factual impact on BYD Yuan Plus. The BYD Yuan PLUS won more than 40,000 sales in November, and if the iCar 03 can take away some of the consumers, it will become the new dark horse in the A-class pure electric SUV.
Of course, with a good product, in terms of marketing, ICAR has adjusted its positioning, and its positioning has been clearly aimed at the young market. "If you get young, you win the world. Zhang Hongyu said. Therefore, icar03 has adopted a number of lively marketing methods this time. For example, the naming of colors: really black, really annoying silver, these names are more lively. In addition to the external youthful attributes of personality, coolness and high playability, iCar will work with young people to gather on social and content platforms, enter various interest communities and leave schools, and create the future of the brand with young people.
At the same time, the square box modified tide play, and the car club club have also been established, and icar 03 has established a complete set of off-road play system.
In terms of channels, more than 200 have been built at present, which is not a lot of number, but it is expected that the subsequent expansion will be very fast. According to the previous arrangement, the number of ICAs will reach 300 by the end of this year. There are two types of channels: icar space and icar base. Next year, it is expected to expand to about 400 stores, including new experience stores that meet the needs of young people who pay attention to experience design, and achieve technology, playability, and high experience around the brand tone of icar.
Next year is a big year for Chery New Energy, and the entire product expansion will be very fast. The senior management of icar said that the product will not be available on the market at present, and what others have will not do. According to the previous arrangement, in the future, icar's six new products will achieve multi-category coverage of ARV, SD, SUV, and MPV. Previously, the iCar GT was also unveiled, and the car is a two-door all-electric sports car.
However, for traditional car companies, the difficulty is that their technology is difficult to disseminate. For example, this pre-sale icar03 was opened by itself, and Huawei has been said to be "far ahead" before this operation, but it is not special.