Solve the user's pain point geometry Can the first pure electric SUV "C debut"?

20 19 April, a huge new car launch conference was held in Singapore. Geely Automobile released its own new energy brand-Geometry, and launched the first model Geometry A simultaneously. Geometrically positioned as a high-end pure electric brand, a first-class sub-brand juxtaposed with Geely brand and Link brand. Obviously, this overhead is "the best electric car in the eastern hemisphere" and "using Tesla models?" The geometry A of the "3 Race" banner undoubtedly carries the new energy ambition of Geely Automobile.

●? Geometry A entered the "dilemma" one year after its listing.

Only one year after the establishment of the new brand, Geometry faced the crisis of sales collapse. According to the data of China Automobile Association, the cumulative sales volume of Geometry A in 20 19 years is only 12000 vehicles, and the sales volume is far less than that of competing GAC New Energy Aion? S. The data shows that 20 19 GAC New Energy Aion? S sales reached 32,000 units. Its brother model Emgrand EV handed over a good report card, and sold 29,000 vehicles in 20 19, ranking among the top ten new energy sources in China. By 2020, affected by the epidemic and the Spring Festival holiday, the sales performance of Geometry A will almost stagnate. In the first quarter, the sales volume was only 674 vehicles, and the market share of new energy dropped to 0.6%.

By the end of 20 19, the total sales of new energy and electric vehicles such as Geometry A, Emgrand EV and Emgrand GSe were only110.3 million, accounting for only 8.3% of the total sales. As early as 20 15, Geely Automobile released the "Blue Geely Action" in a high-profile manner, mentioning that the sales of new energy vehicles should reach the total brand in 2020.

In order to save this situation, after the epidemic, Geely Automobile decided to change coaches. On May 6th, Geely Automobile officially appointed Liu Zhifeng to replace Zheng Zhuang as the general manager of Geometry Brand Sales Company. Liu Zhifeng, who is on the verge of death, will shoulder the dual responsibilities of opening the brand awareness of Geometry and increasing sales.

Liu Zhifeng, the new general manager, is a veteran "autobot". He has worked in Beijing Jeep, Beijing Hyundai and other brands, focusing on the sales field, and is one of the witnesses of Beijing Hyundai entering the era of one million vehicles. On June 20 18, Liu Zhifeng joined Great Wall Motor, but only five months later, Liu Zhifeng left Great Wall to join Geely, responsible for brand strategic planning and new business development.

Different from the new car-making forces such as Weilai, Weimar, Tucki and Ideality, the first product of Geometry brand did not choose SUV, but took A-class sedan as the first model. However, Geometry A failed to make the high-end positioning of Geometry brand recognized by the market. Now, this task falls to Geometry C, so let's take a look at the competitiveness of this car.

●? Is there a shadow of Emgrand GSe on Geometry C?

The design of the front face is similar to that of geometry A, both of which are very simple. For example, the closed air intake grille and tearful headlights, the family-style design not only makes the appearance cleaner, but also reflects the good sense of science and technology of new energy vehicles. In addition, the lower enclosure of Geometry C adopts banner grille design, which brings some sporty atmosphere to the regular front face.

However, it is worth noting that its body contour is slightly similar to that of Emgrand GSe. The combination of suspended roof, concealed door handle design and chrome-plated decorative strip on the lower edge of the window makes it more contemporary. In terms of body size, the length, width and height of the new car are 4432/ 1833/ 1560mm respectively, and the wheelbase is 2700 mm.

The overall layout of the interior is very close to Geometry A, and the design style is still based on simplicity and technology. 12.3 inch central control panel is eqUIpped with the latest GKUI system, and the overall ui design style incorporates polygon elements unique to geometric family. Whether it is the design effect or the system fluency, the performance of this big screen is worthy of recognition.

Detail optimization is a highlight of Geometry C, and the touch air conditioning buttons and E-touch areas that were once vomited on Geometry A have been solved. The air-conditioning buttons are replaced by physical buttons, and the function buttons in the E-touch area are also changed from the previous lighting to the drawing form, which is more convenient to use.

Like many newly listed competing models, Geometry C has also made great efforts in intelligent travel. Equipped with L2+ intelligent driver assistance system, it can follow the preceding vehicle and start and stop the vehicle at the speed of 0- 150 km/h, and equipped with APA automatic parking system which can adapt to various parking scene functions, meeting the user's demand for vehicle intelligence and safety.

It can be seen that while continuing the geometric brand design style, Geometry C has also made some optimizations and upgrades for the pain points of past users. However, it should be pointed out that the body contour of Geometry C is very similar to that of his brother Geely Emgrand GSe, and the body size is basically the same. The geometry A of the first model is also controversial because of this problem, and its appearance is quite similar to that of Geely Emgrand EV.

The reason is that the above four models are all built on the platform of geely ge. Although Geometry C shows the unique brand-new design of new energy brand, for users who are familiar with Geely models, the shape and design of Geometry C and Emgrand GSe are too close, which makes people feel a little new and insufficient.

●? Price is a big advantage.

Geometry C*** launched two endurance versions of ***5 models, and the price after comprehensive subsidy was12.98-182,800 yuan. Generally speaking, the price of SUV of the same class will be higher than that of cars, but the price of geometry C is obviously lower than that of geometry A. It seems that Geely Automobile realizes that the price is still the most sensitive to consumers and must impress consumers with the most pragmatic and sincere price and pay for geometry C.

In terms of power and endurance, Geometry C is equipped with a motor with maximum power 150kW and maximum torque of 310n m. In terms of endurance, Geometry C has two versions of 400km and 550km. The 400km version is equipped with a ternary lithium battery with a capacity of 53. 1kWh, and the 550km version uses a 70kWh battery. The energy density of the battery pack reaches 183.23Wh/kg.

Compared with mainstream competitors at the same level, such as Aion of GAC New Energy? V, changan CS55 pure electric version, Tucki G3 and Geometry C are basically equal to competitors in power performance, but there is still a big gap between endurance performance and the leading level at the same level. After all, Guangzhou Automobile Aian V and changan CS55 Pure Electric Edition, which were listed not long ago, have a maximum endurance of more than 600km. However, at the price level that consumers care about, the advantage of Geometry C is undoubtedly the most prominent, which is very attractive to consumers who pursue cost performance.

●? Play two trump cards: "true endurance"&; "real value preservation"

In addition to cutting into the compact pure electric SUV market with low price advantage, Geometry C also pays attention to improving endurance and the competitiveness of car purchase/use cost. First of all, at the conference of Geometry C, a word repeatedly emphasized is "true endurance". This is because Geometry C is equipped with a self-developed SEM intelligent management system, which can dynamically display the remaining endurance, and the accuracy is close to 100%. Regardless of whether the actual endurance performance is really as the official said, this slogan alone really hit the pain points of many consumers.

In addition, in order to solve the consumption pain point of low residual value rate of electric vehicles, Geometry C has introduced the policy of "30% discount on value preservation and repurchase for two years", that is, consumers can buy Geometry C for two years, and then repurchase it at 30% discount on the subsidy guidance price. We should know that most pure electric vehicles are less concerned in the used car market, and the two-year hedge ratio is generally lower than 50%. The official car purchase policy of "true value preservation" has undoubtedly greatly enhanced consumers' purchasing confidence, which is believed to be a more touching measure than "true endurance".

●? Summary:

There is no denying it. SUV is still the mainstream of the current new energy vehicle market, and it is undoubtedly a correct choice for Geometry C to enter the SUV field. Although the competitive pressure in this market segment is not small, Geometric C has not continued the market strategy of "holding high and hitting high" in product pricing. Instead, we will combine the price advantage of "being close to the people" with the advantages of endurance and preservation rate, and strive to open up a new situation for geometric brands. However, whether it can successfully enter the five major market segments as expected by Liu Zhifeng, and the monthly sales volume exceeds 65,438+0,000 vehicles, remains to be further tested by the market.

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