In the past two years, Chery has staged a drama of accumulation, and last year it took the second place of its own brand. Chengsheng should be pursued even more, and Chery will release a series of important products this year. The most important change is that each of its brands has launched a new series of new energy products, such as Chery Fengyun, Xingtu Xing Era and Jietu Shanhai.
Among them, the Star Era of the Xingtu brand is particularly important, representing Chery to rise again.
I also use three key points to re-understand the brand Xingtu:
Xingtu's sales volume has crossed the 100,000 mark last year. Xingtu set a conservative goal for itself last year: 80,000 units. In the end, the star journey results were excellent, 1250,000 units, exceeding the task.
In the future, Xingtu's products will also have fuel, but the proportion of new energy will be higher. At present, there are two main sequences of Xingtu New Energy, one is C-DM super hybrid, and the other is Star Era.
The Star Era series launched by Xingtu is an important product series for the brand to soar with new energy. Previously, Xingtu's products mainly covered the ** range of 15-200,000 yuan, and Xingyuan wanted to raise the ** to 300,000 level.
Previously, the first product of the Star Era, ES, has been launched. Not long ago, the Star Era ET was also officially offline.
This year, the Epoch ET may be Chery's most focused model. Yin Tongyue, Secretary of the Party Committee and Chairman of Chery Holding Group, positioned the significance of this car as follows: "Leading the entire Chery brand pyramid into the sky and boosting Chery to accelerate the construction of a world-class brand."
So, what kind of car is the Star Era ET?
Product positioning: medium and large new energy SUV.
Core selling points: large space, intelligence, and long battery life.
Similar opponents: Ideal L series.
If you want to roll, you have to roll into the core market of the new power brand.
Previously, the concept of the new forces was not difficult for traditional car companies to achieve popularization. Star Era ET can see almost all the keywords that the new forces have repeatedly emphasized.
For example, the pure electric platform, the high-performance electric platform E0X used by the Epoch ET, is the core of the high-end new energy models of Xingtu in the future. It is an 800V high-voltage platform that brings higher charging efficiency and energy saving.
The pure electric platform is the killer feature for all Chinese brands to achieve a high-level leap, for example, the Epoch ET achieves higher space utilization with the pure electric platform, and the cabin volume or "interior space" of the Epoch ET has reached 345 cubic meters, compared with the same medium and large SUVs, but the platform has lagged behind the imported luxury brand medium and large new energy SUVs, the advantages are obvious.
Interactive lighting, inductive design, these hot design keywords also appeared on the Star Era ET.
The interior also synchronizes the mainstream new energy intelligent cockpit design.
Benchmarking new power brands, including the concept of design. A major contribution to the success of the previous new power brand is the scenario-based definition of "mobile home", opening up a new scenario-based market segment.
Epoch ET also takes 'car is an extension of home' as the original intention of development, and wants to be an "extension of home", what new thinking does Epoch ET have?
Since it is home, have you ever observed what our home looks like? For Chinese consumers, the car is the second living room of the home. In the past few decades, this space has changed a lot.
1.In the 0 era, there is no obvious distinction between living and living spaces, and often a house is not only a living room, but also a bedroom, a kitchen or even a dining room.
The same was true of cars in the past, the interior space of a car was very simple, just two rows of seats flat, and there was no decoration. Because it is simple, it is multi-functional, but how to use it well requires the user to study it himself.
2.In the 0 era, the living room or living room began to appear in the housing. This space became the main space for the family to meet and gather. In this stage of development, more and more attention is paid to decoration, and good looks are often more important than easy to use.
Corresponding to the automobile, we are still at the tail end of this era. Behind the different designs, there are actually similar functions and logic.
3.In the 0 era, the core of the living room is all kinds of household appliances, around the TV, the pursuit of intelligence and entertainment in this space. We have given a space more and more features where everyone's needs are met as much as possible.
4.In the 0 era, our focus has returned to the communication between people. In the case that everyone's functional needs are satisfied, what needs to be met is the emotional needs, and it is to re-warm the interpersonal relationships that have been separated by smart devices.
That's why devices like the "Star Bar", which can move between the front and rear rows, have appeared frequently in the past two years. The "Star Bar" of Epoch ET can be moved back and forth, and when necessary, it can be moved out of the way to create a more intimate space for the front row, or it can be moved to the rear row, allowing the rear passengers to control the car environment.
In addition to the function, the Star Era ET also attaches importance to the overall sense of atmosphere. Move the popular elements of home decoration to the car, and seamlessly connect the atmosphere of the car and the house.
A little more technical than the new forces.
A home needs more than just a sense of atmosphere, it also needs to provide a sense of security. In the past two years, the consumer circle has been changing, and after the original early adopters, mainstream consumers are not only concerned about intelligence, but also about the energy consumption and safety of new energy products.
How does Epoch ET answer to hot topics?
On December 29, 2023, the Epoch ET became the first new energy SUV model to pass the "NESTA six-dimensional electric safety" technology verification. The full name of this test is New Energy Vehicle Electrical Safety Technology Evaluation (C-NESTA), and the founder is the New Energy Testing Center of China Automotive Center.
This test covers six dimensions: charging safety, electromagnetic safety, functional safety, high-voltage safety, battery safety, and fire safety, with a total of 16 certifications and more than 1,000 tests, which is currently the most complete new energy vehicle safety evaluation system in China.
The safety attributes of the Star Era ET are not limited to this, the Star Era ET has the largest wading depth of 700+50mm in the same class.
Epoch ET also values its use in harsh winter conditions.
In December 2023, Epoch ET completed the "-30 24-Hour Frozen Extreme Challenge". Ice and snow tests and extreme cold tests are not new in the past two years, and many consumers question the reasonableness of such tests. After all, China's land that really belongs to the extremely cold region is not very large.
But for Xingtu, the cold zone test is a little more necessary. Last year, Xingtu sold 60,000 cars in Russia, making it the sixth largest brand in the Russian market. According to the test results of the Xingtu Extreme Challenge, in the -25 environment, its endurance achievement rate is as high as 633%, it only takes 22min to charge 30%-80%, and it only takes 10min for the ambient temperature in the car to rise to 17 degrees Celsius that feels comfortable for the human body.
What the? Russians don't buy electric cars? Don't make a fuss, Russian consumers especially like the acceleration pleasure brought by the high horsepower of electric vehicles. In 2022, Russia** released a new strategic development project, hoping that electric vehicle sales will reach 15% of total car sales. In the first half of 2023, Russia sold 4,455 new energy vehicles, an increase of 244%. In Russia, 5 of the 10 best-selling electric cars are from China.