The mystery of Si Haoyao's "pseudo-joint venture"

Text/Leju Finance Jin Wenyu

Four years ago, the domestic brand JAC and ashkenazi Volkswagen had a marriage and gave birth to a new car brand - Sihao. Because its first model was a pure tram, when the brand first debuted, most people thought that the new brand was a test of Volkswagen's new energy market in China.

After Volkswagen took a stake in JAC in the first half of 2020, Volkswagen has now acquired 50% of the shares of JAC Group, and holds 75% of the shares of JAC Volkswagen, firmly controlling the core rights to JAC Volkswagen. Therefore, the Sihao brand, which belongs to JAC Volkswagen, has also changed a long time ago, becoming a new brand that flows with The Blood of Ashkenazi and is really building cars with strict German standards.

With the gradual growth of the Sihao brand, it is not difficult to find that the ambition of the car company is not only in the field of pure electricity, the market share in the field of fuel vehicles, Sihao has not completely given up.

At last year's Guangzhou Auto Show, Sihao released a new car and opened a pre-sale, which is based on Sihao A5 to create "Sihaoyao". There are 6 models with a price range of 98,880 to 134,800 yuan.

Recently, Si Haoyao's three new models were officially launched, namely Chuanyun Tianlai, Chuanyun Lexiang and flagship Zhizun, with official guidance prices of 130,800 yuan, 159,800 yuan and 196,800 yuan respectively. Among them, the pricing of Chuanyun Tianlai is between lightning RACE and day-by-day RACE, while chuanyun lexiang and flagship Zhizun models are Si Haoyao's latest sub-top and top models.

As a small modification model, the new car has been mainly adjusted for the configuration, such as adding a brand enjoyment system and a multi-functional desk, etc., so that SiHaoyao is more in line with the daily travel needs of family consumers.

New pots of old wine

Si Haoyao is positioned as a compact car, its body size is 4780 *1820 * 1492mm, and the wheelbase is 2770mm. The body of the new car adopts a hatchback structure design, taking into account the smooth slip shape and the wide trunk, with the slip back style design, the wind resistance coefficient of the whole car is only 0.26Cd, and the position of the side skirt is also decorated with red trim, which is full of sport.

In terms of power, Si Haoyao is equipped with 1.5TGDI Platinum power, matching the wet dual-clutch automatic transmission, the transmission efficiency is as high as 96%, and the peak torque is 300N at 1800rpm. M, can achieve the best power output and the most economical fuel consumption, 100 kilometers of comprehensive fuel consumption of only 6.98L.

However, some people have questioned that Si Haoyao only has the name of volkswagen, and its power system may come from Jacques. The reason is that Volkswagen has not put a 1.5T engine in the domestic market at present.

According to public information, JAC's 1.5T models also have JAC Jiayue A5 and JAC Jiayue X7. According to the Ruijiete platform on the official website of Jianghuai, the models equipped with 4GC engines include Ruifeng S5 and A6, and the engine parameters of these two models are consistent with jiayue X7. This means that Jiayue X7 is also from the Ruijiete 4GC platform, and the same Si Haoyao is also.

In addition, some media compared Si Haoyao with Jiayue A5, the two are extremely similar in size, not only the size of the body is the same, the wheelbase is only 10mm, the design style of the tail is the same, and the waist line is also the same. Similar appearance, similar configuration, Si Haoyao's price is also comparable to A5.

Comprehensive intelligent technology

Si Haoyao is positioned as the first smart coupe for young people. Comprehensively promoting the application of intelligent technology and better meeting the needs of young generation Z users with the Internet as a significant label is Si Haoyao's design concept.

It is understood that SiHaoyao has cooperated with iFLYTEK, Huawei, Bosch and other industry partners to deeply develop and apply comprehensive intelligent technology.

Si HaoYao is equipped with the unique APA automatic parking system of the same class, which ensures that it can fully complete the parking of horizontal, vertical and oblique parking spaces. In addition, Si Haoyao is equipped with L2 level automatic driving assist function, ACC adaptive cruise, AEB automatic emergency braking, LDW lane departure alarm, FCW pre-collision warning, BSD blind spot monitoring and other 12 functions can ensure driving safety and make driving more intelligent and at ease.

If the operation of the car machine system is not very skilled, the owner can also directly implement voice control. iFLYTEK's latest speech system has a speech recognition accuracy rate of up to 95% and brings a fast response in the millisecond level. At the same time, the main driver and co-driver can obtain their respective service experiences to achieve custom wake words, main and co-driver sound source positioning, etc., which can cover a total of 272 functions in the whole scene from getting on the car to parking.

According to the preferences of young people, Si Haoyao is also equipped with a digital key function, Bluetooth key and NFC key coexist, there is no electricity as the same use; just bring a mobile phone, when close to the vehicle automatically unlocked, sit on the car a key to start, leave the car automatically locked, with a mobile phone can play a car.

In addition, Sihaoyao's high-end model is also equipped with CSS child left behind safety monitoring system, which monitors the life characteristics of the car through ultrasonic waves, and timely sends an alarm message to the owner to avoid accidents. This feature is crucial for young people who have not yet adapted to the role of parent.

Insufficient brand power

It can be seen that Si Hao has made a lot of bets on Yao this time, reflecting the performance, technology, and cost performance that young people like in the product, coupled with the endorsement of Ashkenazi quality, and is also quite competitive in the A-class market.

As a compact car, Si Haoyao's competitors mainly target models such as Lynk & Co 03 and Trumpchi Shadow Leopard in the camp of independent brand compact cars. In the era of appearance is justice, these models are difficult to distinguish between high and low. However, in terms of brand awareness, Si Hao is obviously slightly inferior to the latter two.

The data shows that the market sales performance of Si Haoyao's car is not ideal. Its sales volume in November 2021 was 3208 units, accounting for 22.65% of the Sihao brand family, only 0.32% of the domestic car market, ranking 81st in the comprehensive ranking, accounting for 0.59% of the compact sedan market, and ranking 38th in a single item.

Judging from the sales data from November to December 2021, the average monthly sales level of this model is maintained at about 3,000 units, which is a significant increase compared with the previous Sihao A5, but its sales level is obviously different from that of the first echelon players.

For Si Haoyao, if you want to break the situation, the most important thing is to improve the brand influence, if consumers do not recognize the brand, it is difficult to pay for it. Therefore, laying a good user base has become the key to Si Haoyao's current development.

Source: Leju Finance