More than a week ago, in Yakeshi, Inner Mongolia, in an extremely cold environment of minus 36 ° C, Geely China Star ushered in the first ice and snow challenge of the full line-up, and this is also the first opening of the ice and snow season of China Star Dare for the Elite Driving Academy. Just like the past luxury brands in the northern ice and snow test drive over the wind and snow, this time the Geely China Star lineup of ice and snow challenges, is also hardcore pulled full.
In such an extremely cold environment, challenging ice and snow is actually fun and risky, but what is the courage of Chinese stars to meet high-level challenges, or what is the purpose? We can find the answer from Geely China Star's report card over the past year.
In the past year, the automobile market has suffered from the dual impact of the new crown epidemic and chip shortage, the unstable factors of the market coupled with the industry wave of intelligent electrification, 2021 is not easy for many car companies, but for Geely, 2021 is the opposite, Geely's 2021 can be described with four words "full harvest".
In 2021, Geely Automobile's total sales exceeded 1.328 million units, surpassing SAIC Volkswagen and ranking among the top 3 domestic passenger car sales industry in 2021, and at the same time, this is also the fifth consecutive year that Geely has won the annual sales champion of Chinese brand passenger cars, but in fact, for Geely in 2021, it is also a double harvest of "quality" and "quantity".
This is mainly brought about by the dazzling achievements of the Geely China Star model that started the war in the group, from the first shot fired by Xingrui as the "Subversive of the Chinese Car" in 2020, to the listing of the Chinese flagship SUV - Xingyue L, and then to the debut of the Star Yue L Thunder God Hybrid in the second half of this year, Geely China StarMan is actually quite emerging in the market, but the development momentum is very rapid.
In 2021, the total annual sales of Geely China Star models exceeded 210,000 vehicles, accounting for 20% of the total sales of the Geely brand, and its market popularity can be seen.
More noteworthy is that the average price of the three models of the Chinese star reached 150,000, as the current positioning of the compact level of the Chinese star products, the price of about 150,000 is actually the hinterland of the joint venture brand, but the specific sales component of the Chinese star market also reflects the success of the Chinese star against the joint venture brand with "high value".
According to the data, Xingyue L sold 12,035 vehicles in December, with a total sales volume of 53,473 vehicles in more than five months of listing, accounting for more than 62% of the sales of high-end models, and the average transaction price of the whole series was as high as 170,500 yuan, which was the only Chinese brand model with a monthly average of more than 10,000 yuan in the 120,000-180,000-level large five-seat SUV market. And the new Star Yue L Thor Hi · The first batch of 2022 pre-sale places in the X oil-electric hybrid version took only 8 minutes and 21 seconds to pre-order, and Xingrui is also the only 150,000-level independent car in China that averages more than 10,000 yuan a month.
As for the users of the full range of China Star, more than 60% choose high-end models, 52% of China Star sales come from the demand for additional purchases, and more than 40% of users have joint venture car experience.
A product is not good, a series of products are not popular, consumers who vote with real money and silver are the most clear, it can be said that the specific sales data of the terminal market has successfully proved the ability of China Star to shake the home of the past joint venture brand.
Especially in the compact car market to which China Star belongs, which is the main field covered by joint venture brands and independent brands, the fierce battle is intense, but China Star can densely circle its own territory in this market in a short period of time, which also shows that China Star has truly made "high value" with the joint venture brand and achieved results, which is not only an important step in the high-end of Chinese brands, but also an important change from the price advantage to the value advantage represented by China Star.
Today, Geely's highest specification luxury lineup is composed of Xingyue L, Xingrui and Xingyue S, and under the comprehensive empowerment of Thor Power's "strongest system force", China Star has built a product layout of sedan + SUV, fuel + new energy, performance + energy saving.
In the past period, China Star won the "China Car of the Year" for a row, while Xingyue L won the 2022 China SUV of the Year, Xingrui won the 2021 China Car of the Year, and Xingyue was selected as one of the top ten SUV of the Year in China in 2020.
It can be said that these affirmations from many aspects of the industry complement the excellent performance of China Star in the terminal market and the popularity of consumers.
In the final analysis, the "high value" of China Star comes from the technical strength empowerment behind China Star, relying on the world-leading CMA modular architecture, Thor Power, Geely Galaxy OS intelligent armament, etc. From the consumer side, choosing China Star is to obtain higher value gains.
From the drive-E series 2.0TD engine, with a maximum power of 175kW and a peak torque of 350N·m, to the world-class modular intelligent hybrid platform - Raytheon Hi· X, three-speed hybrid electric drive DHT Pro, taking into account the performance and energy saving, and then to achieve the vehicle FOTA upgrade, whether it is from the basic mechanical product quality, or the core technical strength and intelligent level of the achievement, compared with the joint venture and other models of the same level, the Chinese star is obvious advantages.
For example, Hoshikoshi L Thor Hi · X oil-electric hybrid version, the longest mileage of a tank of oil reached an astonishing 1300km, the minimum fuel consumption of 100 kilometers was only 4.3L, setting a new record for the lowest fuel consumption of the domestic hybrid big five flagship SUV, such as Xingrui, leaving aside the hard-core power technology of 2.0TD+7DCT with obvious advantages of the same level, only from the quality of the basic products, its 2800mm wheelbase is also comparable to the level of B-class cars.
For consumers, it is almost self-evident to choose which one with a similar budget to give more than one to give higher value, and "high value" is the root cause of good sales of Chinese stars, and will also be the basis for the continuous outbreak of sales in the future.
However, for the Chinese star model towards high-end development, good products are only one aspect, the car is to sell products, services and brands in one of the business, in the hardware products to establish a position at the same time, here also need to be "software", user experience and other dimensions to keep up.
Just like not long ago, the high-specification lineup of the Chinese star was conquered by Yakeshi, in addition to showing the technical strength of the Chinese star itself, there is also an important part of the real play with the user, establishing confidence and pride in the brand and belonging of the Chinese star users, so that the user feels that choosing the Chinese star is not only to choose a great product, but also to choose a reliable and trustworthy belonging.
Since the birth of China Star, the communication and interaction between Geely and users has indeed been very rich, from the exploration of the factory to the "wilderness test drive" in the north of the South China Sea, from CMADay, CMA Life and other activities, including the ice and snow season to create the first Chinese star for the elite driving academy, to achieve the maximum experience of the product, as a Chinese star user group, it should indeed be very happy.
As a representative of today's independent car manufacturing, it can be said that The Chinese star is not only of leading significance in products, but also should become a Big Dipper star in the direction of high-end independent car manufacturing in a more comprehensive dimension, such as user experience, service awareness, brand culture shaping, etc.
In this way, the success of China Star will not only be the victory of the Geely brand, but also will lead the entire independent brand car manufacturing to a new height.