All enterprises have operating cycles, and the cycle of prosperity and decline is an established law. For automakers, the so-called "cycle" seems to be longer than most companies. Looking at the traditional large factories, there are not a few enterprises that have stood in the market for decades or even hundreds of years. Some people marvel at the vitality of car companies, but the author is even more envious of the car companies' ability to learn, keep pace with the times and sustainable development.
Cross-border car manufacturers abound, the vast majority of enterprises have collapsed in the middle of the road before starting a business, and the process of each middle school is fleeting; some car brands have been established for a hundred years but are still "teenagers". In the case of Chevrolet, its exploration has never stopped, and the sports label of "strong and reliable, driving fun" has become more and more bright. Some people will ask, "Why can Chevrolet withstand a hundred years of wind and rain but still flourish", combined with Chevrolet's past and present, the answer is nothing more than two words "inheritance".
The inheritance of history and the present
Only with good inheritance can the brand always walk on the right path; only by inheriting, car companies will not lose the "soul of the enterprise" and the "treasure of the strong enterprise". Roughly speaking, Chevrolet has not only been perfectly inherited along the way, but also carried forward to a certain extent. They are "Performance (Sport) Wealth" and "Off-Road (Exploration) Wealth".
In terms of "performance", Chevrolet has a full voice in the industry. To be precise, Chevrolet has been infused with track dna since its inception.
This has to be mentioned by the brand's founder, Louis Chevrolet, who is a highly accomplished star racing driver in his own right, and combines a number of racing honors.
Therefore, the Chevrolet track culture of "pushing the limits of performance and chasing speed and passion" is not empty. It is also from that time that both Louis Chevrolet and Chevrolet brands have been subtly tied to keywords such as "sport", "performance", "racing" and so on, and Chevrolet's "performance story history" has also become traceable.
When it comes to performance, the founder's track glory is only one of them, and there is nothing more representative than this is the American national treasure sports car Corvette.
As we all know, Colvert is Chevrolet's golden signboard. It is not only a high-end sports car brand under the brand, but also the sports car with the longest continuous production time in the history of the world's automobiles. Even in the history of global sports car development, There is a strong mark of Corvette, and at the same time, In the long river of American muscle cars, Colvet can be regarded as the originator of the mountain.
After seven iterations, the eighth generation of Corvette Stingray Coupe also has a dazzling strength, 6.2L LT2 V8 mid-engine, 369kW, 637N·m, 100 km/h acceleration of 3s. This is a strong proof that Chevrolet insists on performance and insists on amplifying the athletic characteristics of products.
If Corvette's continuous iteration is regarded as the epitome of Chevrolet's "performance heritage", it is a bit one-sided. In my opinion, only the technical decentralization of racing (sports cars) to mass production cars can be regarded as a legacy. In fact, Chevrolet's small displacement engine, direct injection in the cylinder, and turbocharging originally came from the track; at the same time, Chevrolet was also good at conducting track simulation tests on production cars through bench devices, and collecting the parameters of the running circle to further improve the dynamic table of production cars.
At present, WTCC's three consecutive championships, 40 times to the top of NASCAR, and the record of lap speed in Zhejiang, which has been produced within 200,000 years, can be described as the perfect inheritance and excellent interpretation of the spirit and sports genes of Chevrolet Circuit.
Whether it is mass production track technology or continuing to dominate the arena, Chevrolet is inheriting eternal "performance" in its own way. The so-called "performance" and "movement" do not have a qualitative difference on the product side. "Performance" is to serve "movement", and "movement" is to highlight "performance", and the two complement each other. It is customary to think that "performance" is more inclined to the track, and "sports" has no venue restrictions. Therefore, Chevrolet, which can play the "performance" card well, has a natural control over the "sport" attribute.
In the same way, Chevrolet has also achieved a great heritage when it comes to off-roading (exploration).
Chevrolet's Suburban was born in 1935, known as the originator of the world's SUVs, but also the first car and light truck to perfectly combine the car and light truck model, to be precise, there was a Suburban, there was a concept of SUV; after thirty years, in the 1960s Chevrolet Blazer created a four-wheel drive SUV.
Defining the SUV concept and pioneering the four-wheel drive system was a brave move, and Chevrolet was bravely exploring in unprecedented circumstances.
To this day, Chevrolet's enthusiasm for "exploration" has not diminished. In 2014, Chevrolet TraX became the first global SUV model to be introduced into China, in 2019 Chevrolet introduced a compact SUV to the Chinese market for the first time, and the following year Chevrolet's pure American SUV pioneer also landed in China. In the eyes of everyone, Chevrolet used this move to open up markets outside the United States.
In addition to the batch introduction of pure Chevrolet SUVs, in order to further enhance customers' intuitive understanding of the product and car experience, the brand also held activities such as dc 24Hours SUV driving control training camp and SUV road flight show. On the one hand, the related activities witness Chevrolet's journey of going deep into the market and being accompanied by users, which is a new exploration of the bilateral relationship between "brand and user"; on the other hand, the new activities can be seen as semi-extreme sports, and the "limit" reflects the "reliability and strength" of the product.
Overall, Chevrolet's approach to off-road classics and the spirit of exploration has been extended and accessible as a tribute to the brand's 110th anniversary.
Heritage of brands and products
Chevrolet has been established for 110 years, and the brand totems that are popular have been inherited, and this inheritance is not only reflected in the time span, but also in space.
What exactly is Chevrolet's brand spirit? Combined with its past and present, it can be boiled down to "dare to be the first" and "can be the first". If you taste carefully, it is not difficult to find that the brand spirit of "dare to be the first" and "compete with the 'city' also echoes Chevrolet's spirit of exploration?
If combined with Chevrolet's products, the performance of "scrambling" on the product side can be summarized by "full functionality", "good performance" and "excellent design".
"Full function" is mainly reflected in the intelligent configuration of the product, and the intelligent configuration includes functions such as four-wheel drive system, active and passive safety system, variable cylinder engine and even intelligent electronic control on electric vehicle models.
Back then, chevrolet SUV was equipped with a four-wheel drive system for the first time, becoming a well-known doer inside and outside the industry. Today, Chevrolet Trailblazer "White Night Edition" inherits the mantle of its predecessors, and its top model is also equipped with the industry-leading TwinClutch four-wheel drive system; in addition, Chevrolet's performance department's RS models are all equipped with a timely four-wheel drive system. With deep insight into the industry and the market, Chevrolet knows how to ensure the practicality and passability of the vehicle while taking into account the economy; in addition, the Chevrolet Explorer 48V model is also equipped with a powerful intelligent four-wheel drive system, the biggest highlight of which is to support the active choice of front-drive and four-wheel drive modes, and the tough guy off-road characteristics are about to come out.
In terms of active and passive safety, The Chevrolet Pioneer "White Night Edition" is equipped with perfect high-end intelligent technology and 13 intelligent security configurations, which can keenly perceive complex road conditions and predict risks, thereby eliminating potential security threats; Explorer 48V is also equipped with a high-strength steel and ultra-high-strength steel material with a ratio of up to 82%, which can meet the highest safety collision standards of IIHS in North America, and can also meet the 2018 CNCAP five-star safety collision standards, and active safety is also equipped with 12 electronic intelligent security technologies.
In terms of powertrain, Chevrolet Trailblazer "White Night Edition" and Explorer have joined the 48V light hybrid system, whether it is driving quality, power output fluency or fuel economy has also been greatly improved. It is understood that with the blessing of the 48V system, the "breaking 100" time of the Chevrolet Pioneer "White Night Edition" model can be increased to 8.4s, and the fuel consumption of 100 km NEDC can be reduced to 7.1L, a decrease of 4%-5%; and the explorer equipped with the 48V system will also have a total of 6 functions of agile start, electric assist, intelligent charging, brake energy recovery, electric idle and intelligent shutdown, and the fuel consumption of zero hundred acceleration and 100 km WLTC has also reached 7.9s and 7.01L, respectively.
In terms of smart electronic control, the 2022 Chevrolet Patrol divides the energy recovery mode into 3 gears, while strengthening the single-pedal driving mode, at least for the users of "oil car for tram", Chevrolet has used technology to provide drivers with the best solution to adapt to the characteristics of trams.
The intelligent escort that is safe and intelligent enough undoubtedly consolidates the brand label of "strong and reliable" of Chevrolet products, which is the result of the brand spirit inheritance.
"Good performance" is mainly reflected in the "power source" of Chevrolet products.
In addition to the "48V light mix" mentioned above in the power system, Chevrolet's new product is the use of GM's eighth-generation Ecotec variable cylinder engine, which Chevrolet named the combination of this 2.0T engine and 9AT "2T9". Whether it is the pioneer, or the explorer 48V, or the Maribao XL have fully enjoyed the "2T9" technology dividend. The parameters of 174kW and 350N·m are extremely impressive in the entire 2.0T camp, and the 8s or so hundreds are enough to compete with most of the steel gun models that flaunt sports.
With the Chevrolet family's consistent solid chassis skills, under the combined action of golden power and strong body, who can deny Chevrolet's "driving pleasure"?
What is more fortunate is that Chevrolet's two major gold labels of "strong and reliable" and "driving pleasure" have become more accessible and closer to life under the continuation of the brand spirit. For such a crystallization of automotive technology, craftsmanship and culture, it can even be said to be a valuable asset, and consumers can also do it at their fingertips.
"Excellent design" actually penetrates into the bone marrow of the Chevrolet brand. From the design of the original SUV model and the launch of the Corvette sports car, Chevrolet's original intention to pursue the ultimate aesthetic has been revealed.
For example, the Chevrolet Trailblazer "White Night Edition" used "pearl white" paint for the first time, and made the roof into a cool black style to form a strong color difference and give people a strong visual impact. In addition, the trailblazer also inherits the DNA of the 86-year Chevrolet SUV, continuing the classic Lean Muscularity vitality aesthetic design language; the Explorer 48V also adopts a new generation of family design language, the sense of strength and American muscle are jumping on the paper; and then look at the pure tram Chevrolet Tour, and even copy the concept car FNR-X coupe design, fashion and science fiction coexist.
In addition, Chevrolet has also launched 110th anniversary edition models, such as the Chevrolet Trailblazer Jedi Edition, the Chevrolet Explorer Jungle Hunter Edition and the Chevrolet Maribor XL Blue. The first two models have been upgraded in design and hardware, more for off-road enthusiasts and services, so the upgrade direction tends to the off-road level, such as special bumpers, off-road mud tires, alloy armored skid plates, front 6 rear 4-piston calipers and perforated brake discs are the weapon of the new car armed; the Special Edition of Maribao takes the retro route, and its significance is also to pay tribute to the brand, history, and classics.
Carry on the past and open up, left and right
Why Chevrolet can become an evergreen tree in the automotive industry, in the final analysis, lies in its strong learning ability and marketing extension ability.
In terms of cross-border, Chevrolet has created a public welfare platform for the "Red Chalk Education Program"; at the same time, it has also cooperated with Disney to launch 920 Love and Dream Anniversaries every year to give back to fans and car owners; and in sports, Chevrolet has become manchester United's global official car partner since 2012, during which it organized the "Manchester United China Tour" activities and committed to the promotion of the "Community Football" project, which really made the car into football and brought each other closer with football.
In the future, Chevrolet will take leading technology, forward-looking design and innovative services as the basis, further integrate global advantageous resources, and launch a total of 20 models for the Chinese market. These include new energy models based on GM's new generation of VIP intelligent electronic architecture and Ultium's electric vehicle platform, while Chevrolet will introduce more global blockbuster products to the Chinese market, providing consumers with an era-ahead electrification, high-end and intelligent car experience.
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