Economic Observation Network reporter Wang Shuaiguo Gao Feichang Recently, Geely Automobile released a virtual image "Yuanqi Deer" at the same time as releasing its new car Emgrand L. According to reports, this avatar was created by Geely with 3.33 million users, and its inspiration is derived from the Dunhuang murals. Deer, in Chinese culture, means beauty and wisdom, so Jili believes that "Yuanqi deer" pins on the Chinese people's yearning and expectation for a better new life.
With the rise of new concepts such as the "metaverse", all kinds of avatars are becoming a hot spot for technology companies and Internet companies. Although many avatars are considered to be insufficiently practical at this stage, it does not prevent them from receiving high attention among young people. Geely Automobile became one of the earliest companies in the automotive industry to get involved in avatars. The purpose of Geely's move is to be close to users, hoping to generate a sense of cultural value identity and emotional resonance with young users through three-dimensional and vivid avatars.
Emgrand L avatar Yuanqi Deer
Emgrand L is a member of the Geely Emgrand family. The Emgrand family has many models, in addition to the Emgrand L, there are also Emgrand, Emgrand EV, Emgrand GS and so on. As a classic family car of China's own brand, Emgrand ranks in the top ten of domestic car sales all year round. Compared with Emgrand, Emgrand L is slightly higher positioned and belongs to the high-end products of the Emgrand family.
However, there was a price overlap between the various models of the Emgrand family before, and the phenomenon of "competing with the same door" was serious. Therefore, the newly listed Emgrand L deliberately avoided this situation, only providing flagship and supreme two "high-end" models, the official guidance price was 99,900 yuan and 199,900 yuan respectively, thus opening up the distance with the emgrand below 100,000 yuan.
As an independent leading car company, Geely Automobile has made significant progress in technology and quality in recent years. Geely officially announced that the company has entered the 4.0 technology stage, and one of its major performances is that it has four major global architectures of BMA, CMA, SPA and SEA. Emgrand L uses the BMA architecture, which has the advantage of being highly scalable and space-efficient.
Intelligence is a manifestation of Emgrand L scalability. At the level of 100,000 yuan cars, not many cars have achieved true intelligence, and Emgrand L has introduced FOTA cloud upgrades. According to reports, its FOTA upgrade supports the continuous evolution and upgrading of the five major domains of the vehicle, such as power domain, chassis domain, body domain, ADAS domain, and infotainment domain, so that the vehicle is upgraded instantly and remotely like a computer and a mobile phone, and is commonly used and updated.
In terms of power, Emgrand L adopts Geely Automobile's new power combination - 1.4T turbo engine + 8CVT transmission combination, the maximum power of the engine is 104kW, the maximum torque is 235N·m, and four driving modes are freely selected.
Interestingly, Emgrand L said that the seat introduces the concept of Acupuncture Points in Traditional Chinese Medicine, and the seat adds acupressure point heating function to alleviate driving fatigue. Seat heating and ventilation are generally advanced configurations of vehicles, and the Emgrand L seat heating function is innovative and relatively new. At the same time, this reflects the product orientation of Emgrand L, which focuses on comfort and health.
In terms of health, Emgrand L really has its own characteristics. For example, in terms of material selection, 90% of the interior is wrapped in softness, and the seat material application industry is the first skin-friendly material that has won the authoritative certification of the German Rheinland Agency, the surface is covered with suede material, and the double hardness foaming process can keep sitting for a long time without collapsing. In addition, the antibacterial steering wheel, vehicle grade CN95 high-efficiency filter, AQS air quality management system, negative ion purifier, etc. are also the embodiment of "health and safety".
Emgrand L interior
Back to the avatar of "Yuanqi Deer", its feature is to co-create with users, which is presented from the design of Emgrand L. According to reports, Emgrand L adopts Geely's latest "energy storm" design style, inspired by Dunhuang murals. The large black grid grille of the front face is distributed radially and highly recognizable, while the tail light is a "flying streamer through" effect, with three greeting and sending guest lights. After the first FOTA upgrade on the market, the Supreme taillights also have the scientific and technological effect of the Flying Neon Lantern Dance.
The interior of the vehicle also adopts the style of Chinese culture + modern technology. The color matching adopts the contrasting color design of Danqing blue and Liuyun white, and the center console is named "Qinse and Ming", and its shape is inspired by the Chinese guqin, and the through-style outlet line is as smooth as the strings.
The interior vision center of the vehicle is also a 12.3-inch high-definition suspension central control screen. This screen integrates a number of intelligent configurations, including Geely Galaxy OS ecosystem, God's Eye 540 ° transparent chassis, rear intelligent monitoring system, trunk automatic induction opening, smart key remote control start, mobile phone APP remote control, etc. Among them, the Supreme model is equipped with a newly upgraded L2 intelligent driving assistance system.
From the perspective of market competitors, the 100,000 yuan A-class sedan is currently the largest sedan segment, with many joint venture brand models, Emgrand L's high-end models will compete with the joint venture models, and its advantage is better cost performance. But generally speaking, the competitors of emgrand L are other independent models, including Changan Yidong, Dongfeng Fengshen Yixuan, FAW Besturn B70, Roewe i6, GAC Trumpchi Shadow Leopard, and so on. Compared with these products, Emgrand L is characterized by its comfort, health and intelligence.
Geely Emgrand has won the chinese brand car sales championship for 9 consecutive years, with a cumulative sales volume of 3.33 million vehicles, which can be described as the "king" of Chinese brand cars. It is reported that in order to enhance the competitiveness of Emgrand L, in 2022 Emgrand L will also be equipped with Geely intelligent hybrid platform Lei Shen Zhi Qing Hi · X, launched a hybrid version of the model.