On December 31, on the last day of 2021, the emgrand L, a high-end car owned by the Geely Emgrand family, was listed, and changed the low-price strategy of its own brand, but only did high-end, only two models, namely the flagship version of 99,900 yuan and the supreme type of 109,900 yuan.
In addition, Emgrand L also launched 6 major discounts for users who bought a car before February 28, 2022, of which "1000 deposit to 4000", equivalent to a direct drop of 3,000 yuan on the basis of the guide price, the discount is very large. So, what is the product strength of this new car? What impact will it have on the market landscape?
High value, high quality and high intelligence, the thickness of the independent brand is brought into full play
As a high-end car of the Emgrand family, Emgrand L is based on the global new generation modular architecture of BMA in the Geely 4.0 era, with "20 unique items of the same level, 15 kinds of leading in the same level, and 30 standards of the same level", reaching the cross-level level in design, intelligence, safety, quality and other dimensions, reshaping the new value benchmark of the 100,000 class sedan for users.
In terms of appearance design, Emgrand L did not adopt the straight waterfall front face of the latest generation of "Wary Fertile Gas", but adopted Geely's latest "Energy Storm" new design style. This is through co-creation with users, inspired by Dunhuang culture, absorbing the essence of China's 5,000 years of culture, which is very "Chinese style" and conforms to the aesthetics of today's young people.
Emgrand L's "energy matrix front grille", inspired by the Dunhuang molten salt tower type solar thermal power station heliostat, radiates outward with the car logo as the center, giving people the feeling of "breaking through the boundary and energy explosion", which is extremely impactful.
12 LED light sources constitute "energy light pillar headlights", with three-stage ray display light, and the "flying streamer through-type tail light" composed of 258 LED light sources composed of 2 meters long light strip echoes with the headlights, just like the flying dance streamers in the Dunhuang murals, which can realize the three greeting and sending guest lights of energy storms, aurora roaming, and galaxy river rotation. Among them, the taillights of the Supreme Edition model have a flying neon light dance, which can be achieved after the first FOTA upgrade on the market, which is very cool.
In terms of interior, Emgrand L adopts two contrast styles of Danqing blue and liuyun white, and the center console adopts the design of "Qinser and Ming", the shape is inspired by the Chinese guqin, and the through-style air outlet line is as smooth as the strings.
In terms of materials, the new car not only uses soft wrapping for 90% of the interior parts, but also carries the industry's first skin-friendly energy seat that has won the authoritative certification of the German Rheinland Agency, the surface is covered with light luxury suede material, the texture is delicate, the seat is foamed with double hardness, sitting for a long time, and the wrapping is better.
It is worth mentioning that the seat also took the lead in introducing the concept of TCM acupuncture points, equipped with the unique acupuncture point heating function of the same level to alleviate driving fatigue for users.
In terms of workmanship, Emgrand L pays great attention to details, using a lot of advanced precision processes, such as the same level of rare "laser laser carving" process, 3μm extremely micro precision, after 2000 hours of ultra-long light does not fade, 1200 hours of moisture-resistant non-discoloration peeling, 1000 hours of temperature resistance and no deformation and other 27 strict verification tests to ensure its beauty and durability. There is also a front grille using the same level of unique diamond cutting technology, the number of diamond edges up to 3000, after 1000 + hours of high-speed finishing processing, 1300 + hours of polishing processing and other complex processes.
In addition, Emgrand L also attaches great importance to health and environmental protection, using a large number of environmentally friendly health materials such as zero odorous water-based adhesives, water-based leather, microfiber materials, etc., and is also equipped with a six-layer health purification circle composed of antibacterial steering wheel, vehicle-grade CN95 high-efficiency filter, AQS air quality management system, negative ion purifier, etc., which integrates barrier, filtration, monitoring, purification, ventilation and antibacterial functions to create a full range of healthy and environmentally friendly cockpits.
In terms of intelligence, Emgrand L is also not stingy, the whole series of standard FOTA cloud upgrades, can achieve continuous online upgrades, support the power domain, chassis domain, body domain, ADAS domain, infotainment domain and other five major areas of the vehicle continue to evolve and upgrade, so that it is like computers and mobile phones like real-time remote upgrades, comprehensively enhance the digital intelligent driving function of the car, so that the 100,000 yuan class car also entered the FOTA intelligent era.
In terms of configuration, Emgrand L is equipped with a rich advanced intelligent configuration such as 12.3-inch high-definition suspension central control screen, Geely Galaxy OS ecosystem, God's Eye 540-degree transparent chassis, rear intelligent monitoring system, automatic induction opening of trunk, smart key remote control start, mobile APP remote control and so on.
Among them, the Supreme type is equipped with a newly upgraded L2 intelligent driving assistance system, compared with the market peers, more leading is elka emergency lane keeping assistance added to the oncoming car and road edge collision risk recognition function, AEB-P pre-collision safety system added two-wheeler scene recognition, further improving the intelligent travel safety.
In short, in the face of Emgrand L, it is difficult for you to imagine that this is a 100,000-yuan family car, not only unprecedented in the stacking of materials, but also in the design of the intentions, the quality of the material workmanship, high-tech configuration applications, etc., are generous and full of humanistic care.
Emgrand's "Trident" has been upgraded, covering the three major needs of price and quality personality
Among its own brands, Geely's Emgrand family is one of the longest-standing product lines. At present, the fourth generation of Emgrand has been listed, after the launch of the emgrand L new car, in the car to form an Emgrand and Emgrand L "two-car combination", high and low staggered to give users more choices. In addition, there is also an Emgrand S that positions cross-border SUV models to meet the personalized needs of young user groups.
At present, the "trident" composed of the fourth generation of Emgrand, Emgrand L and Emgrand S meets the different needs of entry-level users and forms a complete product matrix. Since the Emgrand series is positioned as an entry-level urban scooter and prefers to household use, the style of the product is more inclined to mature stability and comfort and luxury, rather than performance control.
Therefore, in the choice of power combination, it is also closer to this type of crowd. In terms of "three major pieces", Emgrand uses 1.5L self-priming, Emgrand L and Emgrand S use 1.4T, this 1.4T engine has been very mature, the maximum power is 104kW, the maximum torque is 235N·m, and the power is completely enough as a city transportation tool. And the fuel consumption control is also very good, taking the Emgrand L as an example, the WLTC comprehensive working condition fuel consumption is only 6.7L per 100 kilometers.
Emgrand L also pioneered the industry's first smart mode, offering four driving modes to choose from, combined with Lean Nova's CEIBS Master Comfort Chassis tuning, perfectly balancing power handling and driving comfort, giving riders a reliable experience.
In addition, in the face of the hybrid track that is currently in full swing, Geely is not willing to show weakness. It is understood that in 2022, Emgrand L will further refine the product line, equipped with Geely's world-class modular intelligent hybrid platform Lei Shen Zhi Qing Hi · X, the launch of a hybrid version of the model, to further enrich the user's choice.
The word-of-mouth accumulation of 3.33 million users, emgrand hard and rigid joint venture
Automobile is a very particular industry, because this is a complex industrial product, composed of tens of thousands of parts, so good or bad, is not a glance can be seen, need to accumulate over time to taste out, so word of mouth is very critical.
In the domestic car market, the reason why the joint venture brand plays the absolute protagonist is because Volkswagen, Toyota, Honda, and Nissan have star models that have been baptized by the years, such as Xuanyi, Langyi, Corolla, etc. These cars are actually decent products, but they are reliable and worry-free, so they are deeply trusted by users, and sales have been very high.
Emgrand can represent its own brands in the forefront, which is the same logic. It can be said that Emgrand is one of the few product series among its own brands that has formed a strong word-of-mouth effect.
Since the birth of the first model Emgrand EC7 in 2009, the original intention has remained unchanged for 12 years, and it has won the Chinese brand car sales champion for 9 consecutive years, so far this product line has 3.33 million users, whether it is a sedan series or an SUV series, it has accumulated a good reputation, becoming a "god car" that "buys with your eyes closed".
This time, Emgrand L "only does high matching", in addition to the confidence in product power, another important reason is from the accumulation of word of mouth of 3.33 million users. Emgrand L's first avatar IP, "Yuanqi Deer", was created by 3.33 million users.
From the price point of view, the price range of 100,000-110,000 has touched the comfort zone of joint venture brand cars, such as Xuanyi, Langyi, Bora and other best-selling models, so whether the Emgrand L that "only does high-end" can succeed is also the key to the upgrading of its own brand.