textZhao JiaqiEditZHANG Kun.
In the next two or three years, pickup trucks may enter a rapid and even explosive development phase. ”
At present, as the competition in the passenger car market becomes more and more fierce, perhaps because car companies are eager to find a breakthrough, or because of the growth of consumer demand for large-scale and multi-purpose vehicles, those niche and unpopular market segments in the past have stepped out of the "comfort zone" one after another. Among them, pickup trucks are a typical representative.
According to the China Association of Automobile Manufacturers and the State Information Center**, under the premise of the steady progress of the lifting of the right of way for pickup trucks to enter the city, the pickup truck market is gradually strengthening, and by 2030, domestic demand is expected to reach more than 1 million units, and the total sales volume is expected to reach 2 million units with the addition of export volumes.
Overall, there will be three major advantages in the future pickup market: first, users in the future will become more and more personalized, compared with SUVs, sedans and other models, pickup trucks will become an important form of users' pursuit of personalization; Second, the dividends brought by the lifting of the ban on pickup trucks will continue to be released, gradually guiding user consumption; Third, as its automobile consumption becomes more scene-based and life-oriented, pickup trucks with "modification" attributes are naturally compatible with such consumption characteristics.
A professional who has been paying attention to the pickup truck industry for a long time said, "Pickup trucks may become a new 'growth pole' in the passenger car market in the future, bringing new surprises to the gradually saturated passenger car market." ”
New energy is an "opportunity" for China's pickup trucksAs the saying goes, the future of the industry depends on pickups, and the future of pickup trucks looks at new energy.
For a long time, the pickup truck industry in China has been dominated by a "niche within a niche", and the "presence" is quite low. Due to policy constraints and the imprint of the era of instrumentalization and commercialization, traditional fuel pickup trucks have never been able to tear their mouths in the huge passenger car market, and have always limited pickup trucks to niche and commercial corners for decades.
If according to 2023, China's pickup truck sales will be 5120,000 units, 2,606 passenger carsAt 30,000 units, the market share of pickup trucks is only about 2%. It is not the same as the prosperity of "one room per person" in the European and American markets, especially the American market.
However, with the surging wave of new energy vehicles, the transformation of technology and energy has driven the progress of various market segments, and also given a new "opportunity" and imagination space for China's pickup industry.
In a sense, new energy is an opportunity for China's pickup truck industry to break through in the new automobile era.
On the one hand, more and more mainstream car companies have begun to develop new energy pickups, hoping to take the lead in occupying this "blue ocean market". The infusion of fresh blood stirred up the otherwise calm, even mediocre lake, but there was endless vitality hidden under the waves.
For example, Tesla's Cybertruck, which just started delivery at the end of last year, has made this advanced pickup truck model a "new species" in the future. The cyberpunk-style post-modernist design style and the acceleration ability that rivals or even surpasses that of a sports car all reflect the potential and topicality of new energy-enabled pickups.
On the other hand, the progress and application of new energy technology have helped pickup trucks to accelerate their integration into outdoor scenes and consumers' diversified lifestyles, truly returning to their essence.
Taking Geely Radar as an example, with the progress of new energy technology, the radar RD6 launched by Geely Radar has achieved "qualitative" improvement in terms of power performance, handling, comfort, safety and economy, subverting the "pseudo-multiplication" of traditional fuel pickup trucks, and realizing the "real multiplication" of pickup trucks with pure electric pickups.
At the same time, combined with intelligent technologies and scenarios, Geely Radar brings users a new experience that subverts traditional pickup trucks, providing users with more imaginative intelligent services and driving experience. With the help of the "radar base station", Geely Radar has built a complete set of IoT ecosystems, including in-vehicle platforms, cloud services, and terminal equipment, to create customized IoT scenarios that meet different needs.
It is foreseeable that new energy will become the "fuse" for the take-off of China's pickup industry, and whoever is the first to seize and grasp this opportunity will be able to take the lead in this round of new pickup industry competition.
Scenario-based is the key to the success of China's pickup trucksOf course, in the Chinese pickup market, which lacks the support of pickup culture, it is not difficult for players in the pickup industry to launch a new energy pickup, but how to make users recognize it is not simple.
If you want Chinese consumers to truly accept and choose a new energy pickup, it is definitely not feasible to directly imitate foreign experience with "take-it-or-leave-it", but it needs to be combined with specific scenarios and local conditions.
Contextualization may be a key element in this. Only by truly putting pickup products in specific life scenarios, travel scenarios, and use scenarios to build, and building product competitiveness with scenario-based experience, can we bring new energy pickup trucks to the market while meeting the needs of target audiences.
Compared with the conventional car manufacturing route, the core of scenario-based car manufacturing is to accurately target the target customer group, and then develop and manufacture new models according to user needs, and adapt to the appearance, interior, and functional configuration of the vehicle, so as to make it easier to win the favor of target users.
For example, the hard-core off-road that is specially born for off-road performance and the MPV for commercial car scenarios are essentially the interpretation of scene-based car manufacturing.
However, for the pickup industry, this is obviously not enough, and it is necessary to refine it on this basis to identify and tap the demand points. Entering the era of new energy vehicles, in fact, it has brought deep refinement space and possibilities to the scene-based construction of pickup trucks.
If it is said that in the past, when fuel vehicles were developed for a certain scene, some other functions were often sacrificed, for example, many fuel pickup trucks or off-road pickup trucks often had the characteristics of high fuel consumption and poor comfort in order to adapt to the demand scenarios such as cargo pulling and off-road. However, on the basis of new energy vehicles, with the continuous progress and development of new energy and intelligent technologies, the advantages of scenario-based pickup truck manufacturing are becoming more and more significant, and they can meet the needs of specific scenarios while still having a relatively balanced and excellent product strength.
In the view of Ling Shiquan, CEO of Geely Radar, solving the actual car use scenarios of users is the best way to maintain stickiness with customers. "Focusing on the actual car use scenarios of a certain type of concrete group of people, it is easier to stimulate the demand for pickup trucks, especially new energy pickups, because it is difficult for tool pickups to meet the needs of IKEA in the past. ”
China's new energy pickup truck "pioneer".As a "leader" in the field of new energy pickup trucks, Geely Radar perfectly undertakes the current opportunities of pickup trucks in both new energy and scenario-based vehicle manufacturing. In Geely Radar's view, a product that truly meets the needs of users and conforms to the characteristics of the times must not only have the strong product strength of "Variety King Kong", but also have the delicacy to truly put the product in the scene to create and disseminate.
For a long time, Geely Radar has always taken "taking outdoor scenes as the core and linking multiple lifestyles" as its brand positioning, and has continuously strengthened the market label of "Geely Radar when you buy a new energy pickup truck" in the new energy pickup truck market through scenario-based narrative language and products that meet users' diversified car use scenarios.
Specifically, Geely Radar has always adhered to the product concept of 1+N+X, of which 1 is the basic attribute and passenger attribute of pickup trucks, N is the three major platforms of energy, intelligence, and IoT, and X is the solution for multiple intelligent scenarios. Geely Radar actively promotes the innovative application of customized and multi-scenarios, covering "new business formats" such as plant protection drones and mobile cafes, as well as "new life" such as camping, cycling, and fishing, while meeting and stimulating user needs in multiple aspects, and constantly expanding the boundaries of pickup truck use.
Based on this product thinking, you can see that the radar RD6 science and technology innovation version model can be combined with plant protection drones to provide solutions for the full-scene vehicle needs of rural creators; It can be seen that it is incarnated as a mobile scientific research workstation, which meets the work and life needs of scientific researchers in the field with its pure electric performance, intelligent discharge, self-brought tent, green environmental protection and other advantages in field surgery.
What's more, it is not difficult to find radar RD6 in many industry scenarios such as emergency rescue, aviation support, high-speed maintenance, municipal maintenance, and administrative law enforcement. For example, during the 19th Asian Games in Hangzhou in 2023, the radar RD6 was used as an outdoor event vehicle and a torch relay IoT technology vehicle to escort the conference.
On the other hand, Geely Radar has quickly launched a number of highly competitive products within just a few years of its establishment. A typical example is that Geely Radar is about to launch its first new four-wheel drive product in the second quarter of this year, the Radar Horizon.
It is understood that this four-wheel drive pure electric super pickup truck originates from the first native pure electric pickup platform in China, namely Ma.p Radar Hanhai platform. Based on this, Radar Horizon has the performance parameters of "far ahead" in the domestic and even global pickup truck industry. The 4-second 000 acceleration is comparable to Porsche's % maximum climbing degree without fear of complex terrain, the maximum wading depth of 815mm surpasses that of Hummer EV, the maximum rated load of 865kg is industry-leading, and the 21kW full-scene external discharge function is the only one in the world. It is not afraid of any extreme car use scenarios, and brings users a breakthrough and revolutionary car experience that distinguishes it from traditional pickup trucks.
At the same time, the new car will continue to adopt the body design concept of endoskeleton integration, which is very close to the body structure and design concept of Tesla's cybertruck. In this regard, Ling Shiquan once commented, "Radar Horizon has the strength of the Cybertruck in many aspects, and it is a veritable 'pure electric super pickup'." ”
It can be seen that Geely Radar is not limited to the traditional car use scenarios of pickup trucks in the past, but on the basis of a deep insight into user needs and social needs, it has continuously changed and even subverted the pickup truck industry, and completed market cultivation step by step through the active layout of technological innovation, product innovation, and application scenario expansion, leading the industry into the "next intersection" of new energy pickups.
The United States has Tesla, while China has Geely Radar. If the emergence of Tesla's Cybertruck is due to the good environment that has been cultivated in the US pickup truck market for many years, as well as the timely emergence of new energy technology, it is "standing on the shoulders of giants to see the world"; Geely Radar has always been a "pioneer" with the belief of transforming the industry, and has been continuously promoting the transformation of China's pickup truck industry in the new automotive era.
According to the data, in 2023, Geely Radar will have an annual market share of 61 new energy pickup trucksThe 5% result won the annual sales championship of the market segment without any suspense, among which, the radar RD6 has the highest monthly market share of 842%。
It is foreseeable that under the impetus of Geely Radar, which has been deeply cultivated for more than a year in new energy pickup trucks, combined with the opportunities of the pickup truck industry in new energy and scenario-based vehicle manufacturing, China's pickup trucks will also usher in their own "cybertruck moment".