Chery Group's passenger car business has two major parts, one is Chery Automobile, the other is Jietu Automobile, and the Jietu brand contributed 154,100 units to Chery Group's cumulative sales of 961,900 units, an increase of 17.9% year-on-year. As a brand that has only been established for four years and has been independent from Chery Automobile for only five months, the success of Jietu Automobile is inseparable from its low-price dislocation competition and the accurate positioning of successfully winning the favor of users through high cost performance.
On January 10th, China's first Travel + Conference & Jietu Automobile Brand Night event was held in Fuzhou. In this future travel technology show with the theme of "Our New Journey", Jietu Automobile released a new product strategic plan, comprehensively upgrading the "Travel +" strategy from the brand, product and marketing dimensions, and Jietu's "New Journey" officially entered a new stage of development.
It is worth noting that at this event, the Jietu brand released a new product matrix plan, that is, the 4+3+N product matrix, which comprehensively covers SUV models, cross-border models and hybrid models. The protagonist of this article, that is, its hardcore SUV T-X concept car based on the Kunlun architecture, has also officially debuted, and it is expected that the mass production version of the model will be released in 2023. Although it is only a concept car, in addition to the highlights of the new car itself, it also reveals the future direction of the Jietu brand. In this article, Che Yunmei will talk to readers about his views on Jietu T-X.
Kunlun structure power, intelligence and power performance is worth looking forward to
Since the concept car has not been mass-produced, the exterior and interior of the vehicle have not yet been fully determined, so let's first talk about the Kunlun architecture platform that was unveiled with this conference and the Kunpeng power system that will be applied to the Jietu T-X in the future. Although the specific power information of the concept car has not yet been announced, at the press conference, the official has announced that the new car will be provided by Kunpeng Power in the future with a variety of power architectures, covering pEV, HEV, REEV, BEV and other power systems. Among them, the fuel consumption of 100 kilometers of PHEV models can be controlled at 1L, and the comprehensive cruising range can reach 1000 kilometers. Therefore, the Jietu T-X was aimed at the future market at the beginning of the design, and the power system collocation can be said to be very rich.
Under the Kunlun framework, the new car will provide two body forms, load-bearing and non-load-bearing body, which can better take into account the preferences of consumers with different needs. In addition, according to the different models, there will be a variety of different configuration combinations such as self-identification, adaptive intelligent timely four-wheel drive, electric four-wheel drive and adaptive adjustment active suspension. As the first concept car of T product sequence, Jietu T-X has planned multiple models such as hardcore off-road and luxury off-road according to different user use scenarios, with vehicle lengths ranging from 4.6 to 5.1 meters, covering a price range of 150,000-300,000 yuan to meet the off-road travel needs of different consumers and tailor-made for travel users.
It is particularly worth mentioning that the Kunlun framework platform. Based on Chery Group's platform architecture and "travel +" market positioning, The Jetway Kunlun architecture focuses on travel scenarios, and is an intelligent platform architecture specially built for 'Travel +', with comprehensive advantages such as high intelligence and strong extension, providing users with safe and healthy travel cockpits, realizing travel intelligence and health visualization, and aiming to build Jetour Automobile into a smart partner for user travel scenarios.
Jietu said that it will take user experience thinking as the foundation and create a new era of travel + smart cars based on user usage scenarios. At the same time, it aggregates Xiongshi, Tencent, Mengbo, iFLYTEK, etc. to create I-DRIVE Xiongshi Intelligent Driving and I-CONNECT Xiongshi Zhiyun multi-ecosystem, and deeply shares the I-POWER intelligent effect general technology and M1X/T1X/M3X modular platform. The car will use 8 core Qualcomm Snapdragon 8155 chips, with more abundant car networking functions. Combined with the current model on sale and intelligent performance of Jietu, the performance of the future Jietu T-X series models in terms of intelligent cockpit, vehicle intelligence and technology is still worth looking forward to.
Design = traffic password? It's really fragrant!
In terms of appearance, the new car adopts a similar design style to the Tank 300, and the hardcore SUVs such as for the Ford Bronco and Land Rover Defender are the same at a glance, but the design highlights are added through some detail embellishments. I have to say that this design is indeed very eye-catching, before the mass production version did not appear, we will not discuss the proportion of its copying operation, simply evaluate the appearance of jietu T-X, it is really fragrant.
Among the many classic hardcore SUV design elements, the Jetway T-X adds trend elements and more futuristic feeling in detail. Cross-shaped LED car lights and luminous LOGO have a strong recognition of both day and night. A large number of straight lines are also used on both sides of the body, and the A-pillar and D-pillar designs that are close to the vertical make the whole car look very large. The new car has the usual scratch-resistant black trim at the wheel brow and side skirt, and the rearview mirrors are also square and angular. In addition, from the layout of the hidden door handle of the concept car, the concept car adopts a two-way door design, but I don't know if this will continue to the mass production version of the model.
The rear of the car is similar to that of the Land Rover Defender, and is equipped with a "school bag" external spare tire and a side-open tailgate common for off-road vehicles. At the same time, the rear windshield of the car is a privacy glass and supports individual opening. In addition, according to the official, the roof of the T-X concept car will use a modular design concept and add a drone platform, so more possibilities can be achieved by replacing the roof.
The length of the visual Jietu T-X is about 5 meters, the height and width are basically close to 2 meters, and the aura of parking on the booth is sufficient. Although there are no specific parameters, through the design of the four-wheeled vehicle in the four corners, the approach and departure angles of the car are also large enough to cope with the rather high-intensity off-road demand. The long suspension travel and the ground clearance that looks like it exceeds 200mm also show that the vehicle's passability performance should still be in line with what we expect from a hardcore SUV.
Where does it start? Why did you launch the T-X?
As the most competitive market segment, the popularity of SUV models in China naturally goes without saying. All along, our domestic brands have been mainly producing road SUVs that are more inclined to family use, which is also in line with the more pragmatic consumer view in China. In the "play" attribute, has not been the field of domestic brands are good at, so the launch of the hardcore off-road model this time is also attracting very high attention, including Che Yun fungus, many people are curious, such a self-owned brand that focuses on low-cost SUV routes, why will try a more niche market segment.
The main reason for this is that with the improvement of the domestic economic level, the national consumption capacity has been continuously upgraded, the automobile consumer group has become younger, and the demand for car purchase has been diversified. When people choose cars and buy cars, they no longer only consider practicality, and the use of cars for us is no longer only as a simple means of transportation in the past. More and more people are starting to buy or want to try to buy cars with "fun" attributes, and the most popular of these is the hardcore off-road model.
Because it takes into account the SUV product form that the Chinese people like, and has a strong off-road ability, it can meet the needs of the city at the same time, and can go to the mountains, deserts and other places during the holidays to really feel the fun of off-roading. At the same time, the handsome and dashing hard-school appearance greatly highlights the personality of young consumers in the new era. These reasons are summed up, and the popularity of domestic hardcore off-road vehicles has increased and the hot sales have become a matter of course.
As a Jietu brand that has been trying to explore the positioning of "travel +" since the beginning of the brand's establishment, it has always hoped to expand more possibilities in the SUV market. At the press conference, Jietu Automobile comprehensively upgraded the "Travel +" strategy from multiple dimensions such as brand, product and marketing, and one of the key products of this strategy is the Jietu T-X released this time. The arrival of such a hardcore off-road vehicle marks that the Jietu brand will continue to deepen the strategic positioning of "travel +", enhance the brand image, enter the off-road field, and meet the car purchase needs of more consumers and further broaden the travel boundary through the three types of product forms of hardcore off-road, intelligent off-road and luxury off-road.
What is the competitiveness and prospects of the T-X?
From the appearance and positioning of the new car, the main competitor of the jietu T-X in the future is undoubtedly the tank 300, although from the concept car point of view, the size of the two is not the same, but the appearance of the jietu T-X gives people a great psychological hint: I just want PK tank 300. As a product of the "copy operation" of the Us-series hard-core off-road vehicle Ford Bronco, the Jetto T-X may have three major advantages over the tank 300, one is that its larger body size can meet the needs of the Chinese people for space, and the other is that the Jetto T-X in addition to the head of the car like Bronco, the rear of the car is more like the new Land Rover Defender, more luxurious than the tank 300, the third and most important point of the price positioning of the Jetto brand, it is reported that the price of T-X may be in the range of 150,000 yuan, the cost performance is higher.
However, since it has not yet been listed, the price can only be a guess. We are still purely from the hardcore off-road market segment, the current 200,000-level hardcore off-road vehicles, Japanese brands have long withered, European and American brands are not involved in this field, currently want to buy a hardcore off-road vehicle, it seems that there is only a tank 300 an option, these reasons also make this car listed for more than a year has been in short supply, disguised price increases, APP car purchase queues and other problems for more than half a year so that consumers are very distressed.
Today's strong entry of the Jetway T-X is nothing less than putting a lot of pressure on the Tank 300, and it will also provide a reliable choice for players who love off-road and travel. In addition, the current competition in this market segment is not fierce, so there is still a lot of untapped space, as long as you find the key point to cut in, I believe that Jietu T-X will definitely make a difference.
Che Yun summary
The Jietu brand, which has always relied on accurate misalignment competition to achieve good sales, has conveyed the signal of brand upgrading and entering the field of off-road models to the outside world through the release of the new Jietu T-X concept car. Purely from the product point of view, whether it is the exterior design or vehicle use, the main competitor of the Jetway T-X is undoubtedly the tank 300, which is also a hardcore off-road SUV. Although the tank brand has made a name for itself, problems such as "a car is difficult to find, too long waiting time" have also caused consumers headaches. At the same time, considering that the tank model does not yet have a new energy model, and Jietu relies on the Kunlun structure and the Kunpeng power system, and at once releases a variety of power combinations, which will also make some consumers who are suffering from the license policy see hope. But the final result depends on the future production version of the model after the unveiling of the answer can be revealed.