This article is the 411st original work of deep diving atom
2021 is a year of change for the automotive market. At present, the automobile market situation is constantly changing, just past November, the new energy vehicle market penetration rate has exceeded 20%, a number of new forces car brands rapid development, this year's Shanghai, Guangzhou two major auto shows, intelligent electric vehicles have become the main model of market research and development. The development of new kinetic energy characterized by electric intelligence is building a new track of a new round of industrial competition.
At the same time, after several years of rapid development of the new energy vehicle market, the market structure has begun to change from "dumbbell type" to "spindle type", and the capacity of the high-end market has been expanding. Changes in consumer demand have put forward a series of new requirements for car companies, pushing them to make new changes. In the face of such a market environment and challenges, domestic car companies are ready to change from traditional to new needs, build more cars that meet the needs, use new thinking marketing models to play their advantages, and turn challenges into opportunities.
△ Feifan car
In the past year or so, Chinese car companies have almost unified their pace and launched independent brands to focus on the field of high-end intelligent electric vehicles. Feifan Automobile is one of them, and wants to move forward at a high speed in the high-end intelligent electric vehicle track.
01
With its back to the tree, Feifan Cars will become an "Extraordinary Player"
On October 29, SAIC Motor announced its intention to invest in the establishment of Feifan Automobile Technology Co., Ltd., with a registered capital of 7 billion yuan, operating as an independent company. After independence, Feifan Automobile will coexist in parallel with SAIC Motor's Passenger Vehicle Branch, carry out market-oriented operation in an asset-light manner, focus on high-end new energy intelligent products, and accelerate the seizure of high-end intelligent electric vehicle tracks.
The name "Feifan" not only contains the vigorous vitality of the brand, but also focuses on the core intention of the user. From the perspective of positioning, this is a "user-oriented data-driven automotive technology company", practicing the brand mission of "data is power, users are partners, and travel is service", and is committed to realizing the brand vision of "technology to fulfill imagination". Just a few dozen words, it bluntly shows Feifan Automobile's ultimate pursuit of intelligence, user demands, travel experience and social responsibility.
China's new energy vehicle market has entered a blowout period. More and more consumers are using electric vehicles as an alternative consumption upgrade choice for fuel vehicles, which also means that the new high-end brands are "promising", and the high-end intelligent electric vehicle market has become a very certain high-potential track.
Among these key nodes, Feifan Automobile chose to operate independently, relying on SAIC's strength in core technology research and development, intelligent integration, intelligent manufacturing, quality system and other dimensions, but adopting an innovative market-oriented incentive mechanism in the equity structure, and the "full shareholding" model enables Feifan Automobile to have flexible and variable independent choices that meet new consumer needs at any time in management decisions.
Behind this action, the significance is that Feifan Automobile can not only share the powerful "hardware capabilities" of SAIC, but also allow it to have more autonomy in technology, marketing, product planning, etc., and can free up its hands and feet to do a lot in the market.
02
System-wide competition, Feifan Automobile redefines high-end new energy vehicles
Consumers are willing to pay for high-end products, an important reason is that high-end intelligent electric vehicles have leading technical advantages and perfect after-sales service system, bringing consumers an unprecedented car experience.
Feifan Automobile under the advantage of latecomers, after drawing on the advantages and shortcomings of others, gave its own answer - high-end intelligent electric SUV, brand + performance + intelligence is indispensable.
Auto analyst Zhang Xiang pointed out its two core advantages, Feifan Automobile relies on SAIC Motor, and its research and development strength and capital investment are ranked first in domestic car companies. Secondly, Feifan Automobile operates in accordance with the new retail model, and the experience store is set up in a larger area such as commercial areas and shopping malls, which has more advantages than traditional 4S stores.
In terms of core technologies, SAIC's world-class new energy sandian core technology, the mature experience of L4 level automatic driving projects, the five innovation centers of artificial intelligence, big data, cloud computing, network security and software, the industrial chain layout across more than 70 countries and regions around the world, and the top strength in the field of intelligent manufacturing are the most powerful endorsements of Feifan Automobile.
△Core technology
In terms of channels, Feifan Automobile has built a new retail service system with users as the core and a full-touch user operation system integrating online and offline, and has laid out 160 experience centers, 18 delivery centers and 103 service centers nationwide. In the field of energy replenishment, as of October 2021, Feifan Automobile has access to more than 400,000 public charging piles, and has built 100 brand charging stations in 21 cities across the country.
In the context of the collective rush of the industry, car companies need to build a truly "subversive" competitiveness of the brand and form their own unique differentiated advantages. The construction of competitiveness is nothing more than the two keys of deep ploughing core technology and deep digging into user needs. Whether it is the technical background or the brand service system, Feifan Automobile has built a perfect blueprint, which is also the basis for its independent operation to impact the high-end market.
03
Mid-to-high-end cars usher in the new energy era, consumers love to "cover all aspects"
In the era of intelligent electric vehicles, consumer cognition and traditional fuel vehicles have a big difference, and the strong people of traditional cars cannot directly replicate the success of the past in the field of new energy.
As an independent brand derived from SAIC, Feifan Automobile shoulders the heavy responsibility of SAIC's own brand "brand upwards, leapfrogging and standing". With the rise of new car-making forces and the continuous acceleration of the transformation of traditional car companies to intelligent electric vehicles, the competition in the automobile market has begun to intensify. With its business model, technology and channel advantages, what kind of shock can Feifan Automobile bring to the market?
We all know that the success of a brand is not only reflected in the grand strategy, but also in the product. At present, Feifan Automobile has a total of two models on sale: Feifan ER6 and Feifan MARVEL R. With the flagship model R7 not available until the second half of next year, the Feifan MARVEL R will be the only player to experience the high-end expressiveness of Feifan Cars for a period of time.
△ FeiFan MARVEL R
Feifan MARVEL R positions a pure electric medium and large SUV with 7.9 seconds acceleration from 100 km/h (optional four-wheel drive surging performance package 4.8s to break 100). The vehicle is equipped with SAIC's self-developed R Pilot 3.0 intelligent driving system, built-in Mobileye EyeQ chip and Huawei 5G Baron 5000 chip, with 11 exterior cameras, 5 millimeter wave radar and 12 ultrasonic sensors, which can realize L3-level driver assistance functions. The Feifan MARVEL R is equipped with a 69.9kWh ternary lithium battery, NEDC range of 505km, and peak power/torque in terms of power: 137kW/410Nm.
From the price dimension, we found an interesting thing, Feifan MARVEL R Pro is priced at 239,800 yuan after subsidies, which is less than 4,000 yuan more than the ID.4 X Jizhi long-endurance version of volkswagen group. Feifan MARVEL R and ID.4 X, also from the "car manufacturer" with deep accumulation and leading strength, are both "all-round players" with high quality, high performance and high technology. The former is a luxury intelligent electric SUV created by SAIC's high-end intelligent pure electric car brand "Feifan Automobile", and the latter is the pioneer of Volkswagen Group to open the era of electrification transformation and attack electrification.
△飞凡MARVEL R VS ID.4 X
We make static comparisons from four aspects: vehicle exterior design, interior, intelligence and three-electric system.
Exterior design
The MarvelL R and ID.4 X are both designed on a sleek and technological route. The overall styling of both is very dynamic and avant-garde.
Feifan MARVEL R follows SAIC's latest jizhi design concept, which can be said to be its own from the outside. Feifan MARVELLE R fully uses the golden section rule in the design, the outline of each line, the high and low of each shape, and the selection and contrast of each color create a more smooth and natural visual effect, so that the vehicle has a natural beauty and is given more futurism and vitality.
The layout design of the front face of Feifan MARVELLE R is more complex, and most of the current pure electric vehicles use a concise design is a sharp contrast, the visual center of gravity of the whole vehicle is backwards, creating a supercar SUV proportion and dynamic slipback shape, with "R" standard and other highly impactful and personalized design, to meet the user's imagination and expectations for the appearance of smart pure electric SUV.
ID.4 X adopts Volkswagen's latest electric vehicle family design language "light language rhythm", the overall shape is square, looks more like a cross-border SUV, the design follows the Volkswagen brand's consistent academic style, not fancy, but very attractive. Like the Feifan MARVEL R, the ID.4 X uses the popular through-strip design and also uses a flat design of the luminous LOGO, allowing people to find a strange and familiar feeling in the classic shape.
In the competition of appearance dimensions, the Feifan MARVEL R occupies the advantage of body size, so the overall aura is more powerful.
Interior
As intelligent electric vehicles, Feifan MARVEL R and ID.4 X spare no effort to create a scientific and technological atmosphere, breaking the design of the era of fuel vehicles, whether it is the interior layout or color matching is more bold.
The Large Area of the Marvel R cockpit is covered in leather, with perforated leather-wrapped integrated sports seats, a 4-way adjustable multi-function leather steering wheel, an oversized panoramic canopy, a BOSE Premium Series sound system, and a 360° acoustically wrapped and silent design with no dead angles. As for the functional distribution part, the large-size screen in the middle integrates almost all the functional operations of the whole vehicle, and adopts the design form of the integration of the screen and the physical buttons to form a 19.4-inch interactive interface, which improves the texture and perception of the interior and becomes the design core of the vehicle interior.
ID.4 X lacks the sense of technology of smart trams, 12-inch non-high-definition central control screen, 5.3-inch dashboard, in the era of large screens, it seems out of place. While its interior design uses extremely modern colors and materials, a suspended dashboard and freestanding center console, and a customizable 30-color background mood light, the sense of luxury and comfort is slightly underserved compared to the price of 200,000 levels.
Intelligent
Feifan MARVEL R is equipped with SAIC's self-developed R Pilot intelligent driving system, ICA integrated high-speed intelligent cruise, Super-TJA super traffic congestion assistance, which can achieve automatic driving assistance in the range of 0 to 150 km / h full speed domain. The R PILOT Smart Drive Pack can also be installed to provide additional use functions including multiple 5G V2X application scenarios.
As a sincere work launched by Feifan Automobile, Feifan MARVEL R is equipped with Zebra Zhixing Venus operating system, and the card-like interface design can perform multiple tasks at the same time to improve operational efficiency. The new supercharge map will connect to more than 249,000 charging piles, providing charging planning along the way and accurate power prediction of destinations. MR hybrid virtual reality intelligent assistance system, AR real scene driving assistance system, voice-controlled intelligent driving, intelligent gesture interaction and other leading technologies, so that the relationship between people and vehicles from interaction to communication upgrade.
In this comparison, the gap between ID.4 X and Feifan MARVEL R is obvious. Although the ID.4 X is also equipped with an L2-level intelligent driver assistance system, it is relatively simple in function, providing only regular driver assistance functions, similar to IQ. Advanced driver assistance features such as Drive L2+ autopilot assist and AR HUD augmented reality head-up display system are still not supported or need to be optional.
In addition, the ID.4 X's car and machine system is also rich in functionality, but its operation experience is average. Especially the voice system, both the response speed and the recognition rate are not very stable. Through the comparison of intelligent assisted driving and vehicle interconnection systems, it is obvious that ID.4 X, as the first generation of traditional car manufacturers in the field of intelligent pure electric vehicles, has not yet got rid of the traditional car-making ideas.
As a benchmark for 250,000 intelligent electric vehicles, The Marvel R is not only more intelligently configured to meet the needs of a wider range of groups, but also safer and more reassuring in terms of intelligent driver assistance systems.
Three-electric system
Feifan MARVEL R self-developed three-electric technology, with six industry firsts: the industry's first three-motor all-wheel drive; the industry's first dual-stop electric drive system; the industry's first thermal runaway management technology (30 minutes without open flames); the industry's first IP67/IP69K dustproof and waterproof level; the industry's first ultra-high energy density 532 battery pack; the industry's first supercharge map.
Feifan MARVEL R uses a ternary lithium battery pack with a capacity of 69.9kWh and a NEDC cruising range of 505km, which can meet the needs of urban commuting and long-distance travel. Using the NCM523 battery cell jointly developed by SAIC and CATL, and equipped with a battery thermal runaway management system, the battery can achieve no open flame within 30 minutes after the collision, which is 6 times the national standard, and the battery pack enjoys the lifetime warranty of the first owner.
The ID.4 X uses a ternary lithium battery pack with a capacity of 83.4 kWh and a NEDC range of 555 km. The higher endurance is due to the higher energy density of the NCM811 battery pack battery cell used in the ID.4 X, but the safety and stability are relatively poor.
For the winter endurance attenuation that ordinary users are most concerned about, the Feifan MARVELL R and ID.4 X are quite good. Both vehicles use more efficient heat pump technology, and when using warm air in winter, they save 30%-50% of electrical energy and increase the cruising range by about 15 kilometers compared with traditional PTC air conditioners.
As a masterpiece of traditional large factories impacting the intelligent high-end market, Feifan MARVEL R relies on SAIC's precipitation in the field of technology and manufacturing over the years, and achieves higher comfort configuration and a more in line with the trend of the times at the same price. Purely from the perspective of product strength, as a representative of China's high-end intelligent electric vehicles, Feifan MARVEL R definitely has industry-leading strength. Can Feifan Automobile open up its own path in the new energy market? I believe that under the test of the market, we will soon get the answer.