In the field of cars, independent brands are no longer weak, and boutique models led by Geely Xingrui have sent the strongest voice to the joint venture brand.
Author: Three drivers
Image: Official
In recent years, the national tide has gradually become a fashion, which reflects the increasing cultural self-confidence. In the automotive field, we are also pleased to see more and more confident independent brands. This self-confidence is mainly reflected in the fact that independent brands have no longer shown weakness to joint venture brands at low prices, and more and more high-end independent models have been recognized by the market and have achieved excellent results.
Perhaps everyone has thought of many independent models with a price of up to hundreds of thousands of yuan, but I think that Geely Xingrui, which "only sells" more than 100,000 yuan, is one of the most successful products of independent high-end.
Doing better in the same level is also a kind of high-end
There are a few reasons why I would throw this conclusion. First of all, the definition of high-end is actually not so single, just to sell expensive, this is no problem, but not comprehensive. If a product has a relatively higher quality and transaction price in the same category, it is also a manifestation of high-end.
Xingrui belongs to this type, which is supported by actual data. According to statistics, the proportion of high-end models sold by Xingrui is 66%, and the average transaction price is more than 134,000 yuan, which is higher than mainstream joint venture vehicles such as Xuanyi (121,000 yuan), Langyi (112,000 yuan), Corolla (111,000 yuan), and the strength proves that Xingrui's premium ability is not inferior to, and even surpasses the joint venture brand.
Another very important point is the recognition of consumers in high-tier cities, which is also the most obvious indicator of the gap between independent brands and joint venture brands in addition to the average transaction price. So how is Xingrui performing? From the data point of view, Xingrui's sales accounted for 34% in first- and second-tier cities, surpassing Sagitar (33%).
From January to November, the top 5 cities of Xingrui's cumulative sales were Chengdu, Suzhou, Chongqing, Hangzhou and Dongguan, and the cumulative sales rankings all entered the top 10, reflecting the characteristics of Xingrui's hot selling areas throughout the year, concentrated economically developed areas, and high consumer recognition, before which few domestic cars of the same level can achieve such a high level in this regard. At the same time, Xingrui, which is going up, is also in contrast to the general sinking of the price test of the joint venture model.
The average monthly average exceeded 10,000, and Xingrui successfully seized the joint venture market
How popular is the "high-priced" Xingrui? From 0 to 10,000 vehicles, it takes 30+ days; from 10,000 to 50,000, it takes 100+ days; it quickly exceeded 100,000 units in 10 months of listing, becoming the first 150,000-level family car of a Chinese brand to enter the "100,000-car club" the fastest. In December 2021, sales reached a new high, reaching a good result of 13,115 vehicles, and the cumulative sales volume in the 14 months of listing has reached 152,690 vehicles, creating a "Xingrui speed".
It can be said that With a stable trend of more than 10,000 yuan per month, Xingrui has successfully seized the market of 150,000 joint ventures, becoming a new choice for family cars that can keep pace with mainstream joint ventures and even catch up with joint ventures. Its arrival has subverted the order of the car market, and it has changed the state that independent cars can only survive in the cracks with high and low prices. Using excellent market performance to regain the right to speak in China's domestic car market has set a new benchmark for China's car market.
In the face of joint venture strong players such as Langyi, Xuanyi, and Corolla, Xingrui did not avoid its sharp edge, but chose to "bias towards tiger mountain line", which is not blind confidence, but targeted. With the product strength and quality that do not lose the joint venture, or even higher than the joint venture, under the strong hunting of "two yi and one pull", it can still deliver such an excellent answer sheet, injecting a booster into the independent brand. Within a year, it quickly established a market reputation, created a premium ability that is not inferior to or even surpassed the joint venture brand, successfully compressed the living space of the joint venture competitors, which is conducive to boosting the confidence and image of the Chinese brand car, and becoming an independent "fist product" against the joint venture.
The "internal power" is strong, and Xingrui strongly suppresses Sagittarius
So how hard is this "fist" of Xingrui? Find a "hard stubble" opponent to compare it. Not long ago, an ice and snow trial of an all-round family car was officially launched in Suihua City, Heilongjiang, and the two sides were the independent car nova Geely Xingrui and the joint venture veteran Volkswagen Sagittarius.
This is a hard-hitting power showdown, but it is not a comparison of design and space. In the extremely cold environment of about minus 20 ° C, the two cars passed the AEB brake test, ring racing, and extreme weight test. Several projects seem simple, but they can very comprehensively test the performance of the vehicle at the most basic level such as chassis stability, body strength, power matching, braking efficiency, and intelligent safety configuration.
Thanks to the excellent genes of the CMA super matrix, as well as the more generous materials and configuration level, with the participation and witness of dozens of media, Xingrui suppressed Sagittarius with a large advantage and won the championship of this comparison. This fully proves that the strength of Xingrui is not only in a larger body, longer wheelbase, more advanced materials, these places that everyone can see. Xingrui's profound "internal strength" is even more the cost of its hard joint venture.
Comparison of AEB brake test results
Circle Racing results comparison
Extreme weight performance comparison
The CMA architecture inherits the world's top safety genes, making it have an ultra-high-strength body; a low-center-of-gravity in-line control chassis and a DP-EPS steering and power system, which brings a more comfortable and sporty driving experience; the only standard power combination of 2.0TD+7DCT in the same level makes the power output of Xingrui thicker and more uniform; more comprehensive safety software and hardware configuration, and a large-size vacuum assist assembly, achieving higher safety for Xingrui.
Chinese star, dare to do
The real strong are not afraid of comparison. In addition to the above-mentioned ice and snow duels, Xingrui also held a number of product force tests this year, from "no test, no comparison, no sale" to "one dozen and ten" world family car ring competition to Butterfly Bay test drive, etc., and the joint venture brand launched a multi-dimensional, multi-scene product force competition, showing Xingrui's excellent product strength and self-confidence, and quickly accumulated industry reputation.
The deeper meaning is also in the contrast of these "real guns and bullets", showing the product technology confidence of Chinese brands. With its advanced car-making technology and strong strength, Xingrui has boosted the image and self-confidence of Chinese cars, and improved consumers' expectations and recognition of Chinese brand cars.
As a member of the Geely China Star series, Xingrui has carried forward the spiritual core of the "dare to act" of the Chinese star, whether it is Xingrui or Xingyue L, the China Star series has sent a shining light in their respective market segments, they have broken the traditional independent brand habit of "high cost performance" as the strategy, but truly "high value" to compete with other competitors.
Since the release of "China Star", with its product strength and high value far beyond the joint venture brand, it has won the praise of the market and consumers. At present, the total sales volume of China Star has exceeded 200,000 vehicles, more than 60% of users of China Star have chosen high-end models, 52% of China Star sales have come from the demand for additional purchases, and more than 40% of users have experience in joint venture cars.
summary
Chinese automobiles need flagship products with the spirit of "daring to be" with the spirit of innovation and bold breakthroughs such as the China Star - Geely brand CMA high-end series, leading independent brands to break through the value ceiling with products. The mission of China Star is to continuously use the spirit of "dare to do" to create high-end products, fight for the "value of Chinese cars" in the global automobile industry, and make Chinese cars bigger and stronger. The success of China Star is of great significance to Geely's high-quality development, brand upwards and even the entire Chinese brand.
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