Guan Zhong

According to the latest data from the Ministry of Public Security, as of September 2020, the number of motor vehicles in China reached 365 million, including 275 million passenger cars. This is equivalent to one car for every 1.3 families (family of four) in China.

It is far more convincing to calculate the popularity of cars in China by family than by thousand cars. The economic structure and population structure determine that the automobile market in China should really bid farewell to the era of rapid growth for decades.

The rules of the game in the market are destined to be rewritten, and the era when the strong have the right to speak has come completely. At the same time, the competition between the strong will be more intense. Being strong is the only way to success, and the strong way is to confront the strong head-on.

"(Geely? It is better not to try than not to sell. Song Jun, general manager of Geely brand sales company, said in an exclusive interview with Zhongshu Driveway at Guangzhou Auto Show that Geely is showing a strong posture.

Shining star

Subversion, this is the image of Xingrui.

More mature design language, CMA architecture, 2.0T engine, 7-speed dual clutch, 2800mm wheelbase and 6.7L fuel consumption per 100 kilometers, together with various technologies and indicators, have enabled Xingrui to completely crush the mainstream compact joint venture vehicle in terms of space, configuration and power, and even lost to the joint venture competitors in terms of handling that domestic vehicles were most afraid to mention.

Since its listing, Geely Xingrui has been "in constant trouble". Song Jun introduced: "Judging from the market reaction, the delivery pressure of Xingrui is still relatively large. Especially in some remote places in the northwest and southwest, we are completing the delivery at all costs. "

When the product is good enough, the market and consumers will not turn a blind eye. Independent brands have been playing the role of pursuers in the auto market. Later, independent brands gradually appeared in the small car market and SUV market. Later, Geely Emgrand and Borui appeared. In the compact car market and above, independent brands have started a new chapter.

Calm analysis, these are not enough. The Emgrand family and Borui have just opened the door to the mid-to high-end car market. In the eyes of consumers and competitors, Geely, who has just entered the market, is still holding a station ticket.

But when Xingrui appeared, everything was different. The quality of this car makes competitors dare not underestimate. Once uncovered, the market and consumption realized its difference. Single-round product strength, the opponent of Xingrui challenge is already the benchmark product in the market segment.

But these understandings are still one-sided. Since it is a subversive, it is not just the traditional "product circle" of automobile products that Xingrui wants to subvert. At Guangzhou Auto Show, Xingrui released the first FOTA (online upgrade version) within 20 days after listing. Under Geely's advanced development concept and advanced technology, the first fuel vehicle that can be continuously upgraded appeared.

Li Chuanhai, Dean of Geely Brand Research Institute, said: "Xingrui can push OTA at such a fast speed, which is related to the overall planning, development concept and even strategic transformation of Geely's 4.0 generation products. Science and technology Geely 4.0 "is to build high-value products with scientific and technological strength, and the technology of CMA super matrix can be subverted, then we will achieve subversion on Star Sharp and publish our subversion declaration. " "

This FOTA is an achievement presentation, which is the result of Geely's steady strategic transformation and CMA's super-mother technology. Song Jun said: "Judging from the global leadership of CMA supermatrix, we dare not say that it is no problem to stay ahead for five years."

It doesn't matter what you say, the strength on the table is the fighting capacity. Star sharp is fighting power.

Play system tactics

Since 20 16, Geely and Volvo have invested a total of1200 million yuan to jointly develop a brand-new CMA basic module architecture. In the following three years, Geely gradually built a CMA world-class modular architecture incubation system, and built nearly 20 models including Volvo, Lectra, Geely and Polaris.

Xingrui, as Geely's first car under this framework, its own products and platform genes determine that Xingrui is born with high-end product strength.

Emgrand promoted Geely's brand unification and opened the 2.0 era of Geely's car making, while Geely's 3.0 era began in Borui. At present, the position of these two car products in the compact and B-class car market has been stable in the forefront of the market for a long time.

If these two products respectively indicate that Geely has kept pace with the joint venture brand, then the new model Xingrui officially released at the Beijing Auto Show is the transcendence of the joint venture brand and the subversion of the compact car market in the era of Geely Car Manufacturing 4.0.

The modular architecture and technical system of Geely 4.0 have laid a solid foundation for the product. However, in the era of stock competition, the characteristics of emerging consumer groups determine that products are the foundation but not the whole.

Song Jun thinks: "The car that consumers buy now is a complex, including not only hardware, but also software, as well as various rights and interests in the life cycle. We call it the service experience. Hardware, software and services are combined into the overall value purchased by consumers. "

This means that Geely must change from emphasizing products to emphasizing user experience. The evolution of Geely's current products, market and its own system are all some adjustments made by Geely under the strategic framework. Geely's development direction is in line with the direction expected by users.

Based on the total volume of 6.5438 million vehicles, providing strong products is the basic requirement and expectation of the market and consumers for Geely. The height of future competition has risen from products to the system level of products, brands, sales and after-sales.

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