MG 5, wet and hard

Yu Jingmin, Deputy General Manager of SAIC Bus Company

Sun Yijiong, Deputy General Manager of SAIC Bus Company

Sean SAIC, Deputy General Manager of Data Business Department, Chief Digital Officer of CDO and Executive Director of SAIC Passenger Car Market.

MG, who piloted the second-generation SUV with "Five Burning Kung Fu", recently announced the opening of the pre-sale at the "Burning" conference in Shanghai, which will be listed at the end of 10. The pre-sale price of the new car is 99,800 -65.438+0.598 million yuan, and the pre-sale policy is: free basic maintenance for life, replacement subsidy as high as 65,438+0.5 million yuan, free basic life flow and entertainment flow for three years, 0 down payment and 0 monthly interest financial gift. At the same time, the "80,000 Youth Luxury Run" is brand new? MG5 has also launched a blind light policy: anyone who participates in the "555" yuan limit on the official online port of MG can enjoy three "VVIP green luxury gifts": six free maintenance in three years, a "sheep" pet powder gift package and VIP priority to pick up the car in turn. On the evening of the press conference, the relevant leaders of SAIC Bus Company accepted an exclusive interview with auto media reporters.

Reporter: Nowadays, automobile marketing is younger, with fashion, trend, national situation, fashion play and so on. It seems that every enterprise is pursuing. How to treat the rejuvenation of MG? Have you tasted the sweetness? What are you going to do next?

Yu Jingmin: Many brands pursue youth, and MG is the only global leader? Young is very characteristic. Everyone knows MG? More than 90 years of historical development, has always been very young, leading the trend of generations of young people. We have also made some adjustments and changes this year. What are the main changes? We put forward this task? 100 mission, by 2023, the MG brand will be centenary, and we will realize hundreds of:

The sales volume should be considered. Can the global sales volume of MG be counted as one million vehicles? There are several aspects to be refreshed, although it has been? Young, but not always? Yang's old airs are not young when he becomes a familiar old friend. Brands, products, experiences and models should be further refreshed. One hundred, not only sales of one hundred, but also through these aspects, the pursuit of user satisfaction with us, the feeling of brand attitude, can also be close to 100%.

Of course, marketing to 100 countries and regions around the world, including China, is also the inevitable mission of our global brand. MG's youth is different. The youth of MG and other brands may still be the concept of leading the trend of wisdom and leading the trend from generation to generation in terms of color, breadth and depth, as well as the combination of product brands, experiences and models.

Just now I also talked about the word "play", which is closely related to MG. These products are very interesting and should be played in a fashionable way. Young people talk about "burning", which is a scarlet letter because of networking. The youth we pursue is full of vitality, and we also want to play when we are full of vitality. How can you show your youth if you don't play? You have to go with the flow.

It is necessary to be able to meet and overcome challenges, regardless of the outcome of the process. Today is the pre-sale of MG Pilot, which brings a brand-new blind box and blind ordering of MG5. Such nouns can be well combined in MG. "Burning Everywhere" led by MG and the brand-new MG5 "Go with the Flow and Win in Youth" are basically anytime, anywhere. A "fire" and a "tide" seem to be incompatible with water and fire, but MG and young people can tolerate all incompatibility. MG thinks so, too. One brand, one attitude, fashionable play, inclusive of all young people. This is my understanding of MG.

Sean: We've been talking about the latest technology. The phrase "trendy products in science and technology" is very meaningful. It tells us that technology is inward and the trend is outward today. It is very scientific and powerful at home, very trendy, elegant and eye-catching at abroad. No matter what we do, the specific form may be different, but everything we do has this connotation. MG leads the trend of science and technology, and the trend is outward. You can see the appearance of leading the trend, but this is the real trend of kung fu and technology. Today, with the rainbow, young people want to burn, foreign countries have a burning attitude, and domestic strength and real kung fu. No matter what we do, whether it is products, marketing or communication with young people, or online network interaction, we all pursue the core gameplay of scientific and technological trends, internal technology, internal strength and external trends.

What have we tasted? Whether it is sweet or not, I dare not say. We have some obvious results, obvious results, which can be shared with you. On the third generation MG6, this is really a great achievement. On the third generation MG6, this result is still the same. After 90, the consumer groups account for 80%, and after 90, they account for more than 50%, which stands out. We have counted too much data, and basically the proportion of post-90 s can reach 80%, which is indeed an achievement. At the same time, young people are choosing the third generation MG6. Up to now, the proportion of trophy version is still 70%, indicating that young people like to win.

How to play the MG brand next? In July 10, at the press conference of the third generation MG6, we talked about "speaking is better than singing", and all the crosstalk, argument, argument, teasing, singing and acting were performed. The theme this time is singing. Singing is better than talking. Let me give you a spoiler first. Everyone must come to the new MG5 conference. The combination of big scenes and rap is very worthy of attention. There will be better and more fun next, all the time? Young.

Reporter: In order to ensure the excellent quality of our products, how can we ensure manufacturing? How to build around technology products?

Sun Yijiong: In manufacturing, sales are always in the front line. The manufacturing industry provides them with high-quality products and sufficient production capacity.

Just talked about how to ensure the quality of MG products? First of all, let's introduce the origin of our MG pilot, which was born in Ningde factory of SAIC passenger car. Ningde factory was officially put into operation in 20 19, and it took only 17 months to complete and put into operation. Everyone knows to advocate intelligent manufacturing. In this context, Ningde base is working hard in this direction. In May this year, our Ningde base stood out among more than 100 excellent manufacturing enterprises and was selected as "China Benchmark Smart Factory in 2020".

From three aspects: first, intelligent equipment, second, intelligent supply chain, and third, big data intelligent brain, which is a trinity automobile intelligent manufacturing system.

We basically use CNC machine tools to make the whole intelligent equipment. At present, the core manufacturing technology of six-axis robot is about 12, and the coverage rate of basic core technology reaches 80%. Our stamping workshop adopts single-arm feeding structure, and the average number of stamping times per minute is ≥20, which is also among the best in China. Our car body workshop automation coverage rate reached 99.8%. It not only has more than 500 welding and gluing robots, but also has 4 sets of online measuring systems and 3 sets of laser welding equipment in the whole production line to ensure the stability of car body manufacturing. Our assembly workshop, as far as I know, is the largest assembly workshop in Asia at present, with a total area of about 6.5438+0.4 million square meters. Fully automatic assembly technology is widely used, and the vehicle automatic identification system and tracking system are equipped at the same time, so as to ensure that the torque data of all manufacturing online assembly are imported into our system at the first time, thus ensuring the stability of the whole manufacturing through these aspects.

Manufacturing is a foundation, and more importantly, whether the logistics links can keep up, that is, the "smart supply chain". We have established four platforms, whether in inventory, transportation and production scheduling. Through these four platforms, we can unite more than 700 of our suppliers and know their overall status in real time, so as to ensure that the supply of the whole logistics link can meet our production needs in time.

In addition, we should introduce our self-developed big data platform, called "Big Data Wisdom Brain". The big data platform developed by SAIC passenger car in Ningde factory integrates the data of more than 500 cars, more than 2,000 intelligent manufacturing equipment and more than 10000 information transmission sensors on the production line, which can realize trillions of data collection and analysis in real time, thus ensuring that we can know our production situation and our quality situation in real time.

Through these aspects, we can ensure that our manufacturing system can provide high-quality, reliable and customer-friendly MG pilot products for the market.

Reporter: Sean is always in charge of SAIC's data. He must have his own views and ideas in this regard. What is the difference between the manufacturing and creation, application data and user experience of MG pilot?

Sean: The manufacturing supports our better delivery and better quality, and provides better products for our marketing. I personally think that the value that digitalization may bring to the manufacturing industry and users, as well as the ultimate value embodied, can be summarized as three points:

1, implementation. Some impossible things can be realized by data here, but you can't just look at big data. It must be the deep integration of big data and business, and finally realized. What is realization? The original impossible process can be realized. For example, the cyber ash of MG pilot project and the new nuclear yellow of MG5 you saw today were all born in Ningde factory. Are these colors film? Technology? 20+? The craftsman's paint color is the support of production technology and our raw material technology. In addition to this realization, there is also the realization of delivery, that is, the blind subscription of the brand-new MG5, which is absolutely delivered in order. How to deliver in order is behind the rapid adjustment of scheduling for mass production, that is, the needs of users and our differentiation, and scheduling can run quickly through the system. To do this manually, the shift adjustment used to be locked in one month, but now it can be locked in half in a few days, and the shift can be arranged every day without talking about the cost.

2. quality. Whether it is the quality management of a big data tube with one car and one order, the analysis of the torque data and paint film data of the big data tube screws, and the analysis of cracks through the camera, these are better quality control and better quality control, which is of great value to users.

3. experience. Many processes of data serial connection are clear. After users see the clear process, they can clearly know what kind of state the car is in, so users' vehicle files and production lines can be opened to users from the beginning, and we will gradually explore opening up. Data is only the support behind it, which is mainly realized by the continuous exploration and innovation of our business.

Reporter: Our car is called MG Pilot. MG was first named by numbers, such as 3, 5, 6 and 7, followed by more letters, such as HS and ZS. Now our name is MG Pilot. What will be the naming method of MG's future products? Can you elaborate on the core selling points and highlights of MG Pilot compared with the previous generation or competing models?

Yu Jingmin: MG3, MG5, MG6, everyone remembers it quickly. We also call SUV MG? HS、MG？ The usage of GS and MG pilot names is that Chinese names are more accurate than English letters. MG is the only international world-class brand owned and operated globally in China. From the first generation of SUV in China to the second generation, it is all-round, all-round, not only with unique skills, but also with comprehensive pilot strength, so we gave a mg pilot. We also have the courage to try, hoping that Chinese names can better communicate with consumers in China.

Sean: There are many MG pilot products, including 1, 2, 3, 4, 5, 7, 9, 15. Let me talk about the kernel.

The first one can't escape the fit of technological trends. The external trend and the real skill of the internal technology show this car very vividly. Apart from the front face, this car looks like a long and expensive sports car face.

At the same time, China International Import Expo(CIIE) has been evaluated by major foreign media, and many users will also ask whether this car will be mass-produced, whether it is a concept car or a mass-produced car, because TAs think it is very rare and fashionable to launch the "jungle chameleon" in mass production. The color trend of MG is still outstanding. The track green of the third-generation MG6, the Cybergray piloted by MG and the nuclear yellow of the new MG5 are quite trendy. The tide is sharp and sharp.

We have been talking about the inherent technology, and the foundation of MG Pilot is relatively strong in driving performance and configuration. This time, the brand-new SAIC Blue Core 2.0 is adopted, and the power system includes 1.5T, of which 2.0T is matched with wet power shift. Everyone has actually experienced this set of things on the third generation MG6, and it is even more powerful on the MG Pilot. When the original three big pieces, in the original MG? We are particularly confident when we talk about the three main parts of the coordination system. The three parts of MG Pilot, including the power system and chassis, have made great progress, so we dare to shout out real kung fu.

As for where the real kung fu is displayed, we have a lot of data, including stiffness, driving experience, car following, noise data, 100-meter acceleration and 100-meter braking. These people can understand that other data, such as speech intelligibility, 120 km/h noise level, are difficult for people to feel if they are not explained clearly. Therefore, we call on everyone to drive and try real kung fu.

Let's talk about the tide. We and the Rainbow Choir appreciate each other very much. I am very happy to work on the stage with Jin Chengzhi, the head of Rainbow Choir. He wrote the song "Burning". Burning is an attitude. The country is strong, and social progress needs to be more ignited and give play to its own capabilities. We want to burn, and our attitude of burning everywhere is consistent with the attitude that MG pilot wants to express, which is also the reason why we walk with Rainbow Choir. The attitude that young people want to express behind this song is its real core, which brings magical characteristics. I'll give you a perceptual interpretation.

Reporter: MG has performed well in the global market, so is it possible for MG's good experience and marketing measures in the global market to be applied to the China market? MG has a faster pace of pushing a new car. Can you talk about how to keep the pace of efficient updating?

Sean: The century-old MG brand does have many fans abroad, but its popularity in China is relatively small, so one way is to keep up with and even lead the industry through product iteration to meet the needs of consumers. In addition, every activity of MG combines product and brand operation. For example, today's expression is a youthful attitude, and the trend is also a youthful attitude. One thing that is better done overseas is that consumers' brand awareness is relatively high. The evaluation of authoritative magazines represented by Europe is particularly useful to consumers. Therefore, as long as there is really "real kung fu", it is relatively simple to spread abroad. As soon as the magazine was evaluated and scored, it came out immediately, and its credibility was relatively stronger. In other words, you can get better feedback by doing a good job in the product and service system abroad. At the same time, in China, in addition to reaching the same level abroad, there must be stronger product and brand empowerment. In this regard, MG will continue to work hard, and I believe it is not a problem. It is a good trend for us to keep pace with overseas countries and advance together, which will also bring good results.

Sun Yijiong: By next year, MG will continuously produce seven new cars. As a super VLE driven by MG, I am only a small role in MG. MG has many models. You know, SAIC passenger cars have a strong technical center, and the technical strength actually comes from SAIC, including the following joint venture brands including locally trained talents. Therefore, we believe that with the reserve of these technical forces, MG can start all subsequent models on time with good quality and quantity, and have such confidence.

Yu Jingmin: MG is the only international brand operated by China people all over the world. Because many brands of China people have developed well not only at home, but also around the world. Moreover, we are now in Shanghai, and Shanghai's positioning is the source of technological innovation. From the perspective of marketing and serving the world, the origin of MG brand must be in China. With the continuous accumulation and rise of scientific and technological strength, MG will be able to lead the trend of products and services. Of course, we must do a good job in the China market, which is our determination. The challenges in the domestic market and overseas markets are different. Now, the strength of MG products is "burning", and at the same time, MG team will also "burn".

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.