In the movie "Head Text D", Amu once had such a line: "God was also a man before, but he did things that people can't do, so he became a god." Although this sentence is a simple line, it is still quite appropriate to put it in the automobile market.
Luxury brands are luxury brands because they have certain things that ordinary brands don't have. For example, BMW Elite Driving Academy, Mercedes-Benz AMG Driving Academy, Audi Driving Control Hui, etc., select all kinds of classic venues, so that users can release their dynamic passion and enjoy the unique driving fun of the product.
Since its birth, Geely China Star, which has been committed to shaping the "new height of Chinese brands", should look at the traditional BBA in this regard and bring more possibilities and surprises to consumers.
On January 18th, China Star Dare officially opened for the ice and snow season of elite driving academy. The full range of luxury lineups competes in Yakeshi, with the best products, the highest technical specifications, the most professional event mechanism, to challenge a variety of extreme formats and harsh environments, highlighting the excellent handling performance and quality of China Star products.
At the same time, China Star has also achieved a breakthrough of Chinese brands comparable to BBA Elite Driving Academy Zero, showing Geely's continuous breakthrough and enterprising Chinese strength on the road of "dare to do" represented by China Star. So, what is the subversion of the Chinese star?
Subvert the pattern and create the height of "star"
There are often independent brand sales crowns, but it is not common to win the annual sales championship of Chinese brand passenger cars for 5 consecutive years. Under the influence of unfavorable factors such as the epidemic and the shortage of supply chain, the total sales volume of Geely Automobile exceeded 1.328 million units in 2021, an increase of 0.6% year-on-year, and it strongly guarded its 5 consecutive championships.
Don't underestimate the achievements of this micro-growth, in the annual list of the Federation, Geely successfully surpassed SAIC Volkswagen ranking third in the manufacturer ranking, and the second place SAIC-GM only more than 3,000 vehicles gap, showing great development potential, which once again refreshed the new height of Chinese brand rankings.
Among Geely's total sales of 1.328 million vehicles, China Star's total annual sales exceeded 210,000 vehicles, accounting for 20% of Geely's brand sales. The average price of the product has risen to 150,000 yuan, and the "high-end effect" has been highlighted, which has been widely recognized by users and the industry since the formation of the group, and has realized the transformation from price advantage to value advantage.
The total sales volume of Xingyue L in just over 5 months is 53,473 vehicles, which is the only Chinese brand model with an average monthly average of more than 10,000 in the 120,000-180,000-level large five-seat SUV market; Xingrui has accumulated sales of more than 130,000 vehicles in 2021, and is the only 150,000-level independent car with an average monthly average of more than 10,000, which is the subversion of China Star.
Under the general trend of consumption upgrading, simple sales figures may not be the focus of Geely's attention, and the high level and high-quality development of the brand are the focus of sustainable development of enterprises. The Chinese star undoubtedly subverts Geely's original product pattern and leads the brand to create a "star" height.
Subvert cognition and reshape the value of "star"
For brands, it may not be difficult to create a blockbuster model, but it is difficult to launch a series of explosive models sustainably, and China Star has broken this dilemma very well. Behind this reflects Geely's forward-looking insight, under the powerful institutional empowerment, shaping the new value of Chinese brand products.
At present, Xingyue L, Xingrui and Xingyue S have formed geely's highest specification luxury lineup, and under the comprehensive empowerment of the "strongest system force" of Raytheon Power, it has built a product layout of sedan + SUV, fuel + new energy, performance + energy saving, which is very comprehensive.
According to Uncle Zhong's driving knowledge, unlike other products, users are more inclined to choose medium-matched models, and more than 60% of users of China Star choose high-end models. In addition, more than 40% of the 52% of China Star exchange users have joint venture car experience. This means that the high value of China Star has been highly recognized by users, even surpassing the joint venture brand at the same level.
Taking Xingyue L as an example, the sales volume of high-end models accounts for more than 62%, and the average transaction price of the whole series is as high as 170,500 yuan, which has successfully entered the "price hinterland" of the joint venture brand and launched a positive hard and hard. Xingyue L won the 2022 China SUV of the Year and Xingrui won the 2021 China Car of the Year, which is the best evidence of the deep recognition of the market and consumers.
The market is not short of explosive products, what is missing is new products that can subvert the value of existing products in the market. As a Chinese brand, China Star energy has gained a firm foothold in the price range adhered to by the joint venture brand, which is to shape the value of "star".
Subvert yourself, luxury "star" category
The achievements are bright enough, the honor is weighty enough, and the new value of China Star Energy subverts the Chinese brand products, which is inseparable from the company's deep car-making heritage and the blessing of leading technology. As one of the top world-class modular architecture systems, the CMA architecture is the secret weapon of Geely's steady sales growth.
The purpose of the CMA architecture is to build better cars – with more advanced technology, higher standards, and more complex processes. At the same time, it is highly flexible and scalable, supporting traditional energy and new energy powertrains.
In terms of performance, the entire range of China Star products is equipped with a Drive-E series 2.0TD engine, with a maximum power of 175 kW and a maximum torque of 350 N m. Not only the power response is rapid, but the power at medium and high speed is more abundant. The world-class modular intelligent hybrid platform, Lei Shen Zhi Qing Hi X, has broken the situation in which foreign brands have dominated the hybrid field for a long time and opened the era of Geely's "power 4.0".
For example, the Xingyue L Thor Hi X oil-electric hybrid version, in a public endurance challenge test, the longest mileage reached 1426km, the lowest fuel consumption of 100 kilometers was only 3.9L, setting a new record for the lowest fuel consumption of the domestic hybrid five flagship SUV. This is also a good explanation for the pre-sale quota of the first batch of 2022 vehicles of the Star-Vietnam L Raytheon HI X oil-electric hybrid version, which was snatched up by users at a speed of 8 minutes and 21 seconds.
In terms of handling, the CMA architecture adopts the chassis integrated assembly process, which is currently only used in luxury brands such as BBA. From Sweden to China, it has undergone lean tuning of the world's 8 major test sites in order to give users the ultimate control experience. Taking The Star-Etsu L as an example, under the blessing of a leading generation of intelligent four-wheel drive system, it can achieve 50:50 front and rear torque distribution within 0.03s, with the ability to get out of trouble in all scenarios.
In general, whether it is a track or ice and snow, China Star can be at ease, bringing users a pleasant and exciting driving experience. Under the comprehensive empowerment of the world-leading CMA modular architecture, intelligent four-wheel drive system, Thor Power, etc., the combat effectiveness of the Chinese Star Team has been fully pulled, showing far more than the same level of product strength, bringing users a new luxury "star" category.
Subvert the experience and rub out the "star" temperature
Of course, the disruption brought by China Star to consumers is not only market, value, and technology, but also surprising experience. In Geely's view, "the product is the ship, the marketing is the sail, and the user is the water", and the user co-creation is the source of the Chinese star.
At the Guangzhou Auto Show last year, Geely launched the "Star Yue L Star Rewards Official Co-creation Program", distributing a total of 10 million GI Cents to stimulate co-creation. Put forward the evolution direction of Galaxy OS, invite users to propose solutions according to their own preferences and thinking, and finally screen for product design and development, and truly realize user co-creation.
As early as Last May, in order to further narrow the distance with users, Geely announced the user brand "we", becoming the first car manufacturer in the world to release a user brand. Based on youthfulness and user needs, different types of activities are organized according to different models, creating a user ecology of "openness, co-creation, exploration and happiness".
For example, CMA Day, CMA Hour, CMA Summer, CMA Life and other activities of IP, has crossed the mountains and the sea with users, but also through the sea of people, together with the southernmost Sanya, the northernmost Yakeshi and so on. Including the ice and snow season, the first China Star Dare for the elite driving academy, to achieve product maximization experience, and constantly refresh the user experience.
Playing with users, creating many beautiful moments, "chasing stars" footprints all over the world. This new user experience is also a good evidence that Geely Automobile can keep pace with the times and fully listen to the voices of consumers. Reach a two-way rush between enterprises and users, and wipe out the "star" temperature.
Bell description
What is the Chinese brand "star" height? With the average price of 150,000 yuan of bicycles, subvert the pattern of Chinese brand products; subvert consumer cognition with the high value of products; with far beyond the same level of technical strength, with the joint venture brand to develop a positive hard; play with users, to achieve a two-way experience, these are the answers handed over by China Star.
Whether it is market, value or technology, experience level, China Star products have multi-dimensional subversion and self-subversion, which is the reason why it can create good results in a short period of time and gain market recognition. The high-end products have achieved results, helping the Geely brand to continue to soar, and also setting up a new product benchmark and development ideas for Chinese brands.
The future of The Chinese Star is quite promising.