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Introduction
Under today's dislocation competition of "joint venture exploration and independent upward mobility", Chinese brands have the strength to surpass joint venture brands.
Author 丨 Wang Xiaoxi
Responsible editor 丨 Yang Jing
Edit 丨 Chic
In the usual sense, in the car company, the pursuit of driving performance can be described as "metaphysics". Because, the users are very different, and the needs of users are buried in the heart, which is difficult to figure out. In other words, the joy of driving is similar, and the factors that make users happy are different.
In terms of how to make users satisfied with the performance of the vehicle and "enjoy driving", the joint venture brand has many years of accumulated and "secret" experience because it is in the forefront. For independent brands, since it is metaphysics, it must all rely on their own exploration. It was not until 2019, when an internal term of Changan Automobile, "confidence speed", appeared, that the outside world got how much effort Changan put into this "metaphysics".
What is Confidence Speed? In other words, users are confident in driving at high speeds and feel relaxed and happy. Today, the 2.0T version of the 2022 UNI-T is listed, and users have truly experienced that the control and "happy driving" of the independent brand SUVs can be so smooth.
Happy driving, asking about the joint venture
In the past two years, what has surprised the industry is that through insight into consumer needs, Changan UNI-T has embarked on a "happy driving 2.0" road of "opening and hanging". Although it is a latecomer, through continuous upgrading, UNI-T is undoubtedly becoming a new benchmark in the market segment, and there are more imitators and followers.
Moreover, the 2.0T version of the 2022 UNI-T listing has allowed Changan to take a big step forward on the road of "confidence speed" and "happy driving 2.0". The stunning new design language, strong golden power combination, excellent driving texture, and subvert our inherent perception of independent brands.
Not only that, once the boundaries between domestic production and joint ventures were clearly distinguished, but under the dislocation competition of "joint venture exploration and independent upward movement", we will find that the boundary between domestic production and joint ventures is becoming more and more blurred. When Changan UNI-T went up, it encountered rivals such as the famous Toyota global models C-HR and Honda XR-V, and it was inevitable that independent joint ventures would be each other.
In the all-round comparison of product strength, Changan UNI-T has not fallen behind at all. As the industry commented, "UNI-T has a better performance over C-HR in terms of product strength, especially in terms of space and configuration, and the shape and technology also reflect the new look of Chinese cars." In addition, although the C-HR is excellent, the "but not lost" Toyota personality is still obvious, and it cannot be as young and thorough as the UNI-T.
Why did UNI-T launch the 2.0T model? As Changan Automobile explained, in the driving data of UNI-T users, 67% of users have had intense driving behavior, including sharp acceleration, sharp deceleration and cornering speed. In other words, UNI-T users are a group of consumers who like to manipulate fun, they are young and passionate, impulsive and energetic.
In contrast, the users of Changan CS75 PLUS have only 3% of fierce driving behavior. Therefore, UNI-T is born for these users who enjoy the "fast pleasure" of driving, and the 2.0T power version is also the landing embodiment of Changan Automobile's "user-centric".
Therefore, in terms of power matching, this time replaced by the combination of the new blue whale power 2.0T+8AT, the "sportiness" is more in place. In fact, from the 1.5T maximum torque of 300 Nm, it is already much better than the XR-V of 265 Nm. Even if the thermal efficiency of the TNGA architecture reaches 40% C-HR power, it is only 126 kW maximum power and 205 Nm of torque. The maximum torque of 2.0T this time has been increased to 390 Nm, and there is no doubt that the power has the strength to crush the joint venture brand.
In terms of space, it is an innate advantage of UNI-T. In this regard, the UNI-T's 2710mm wheelbase makes the XR-V's 2610mm and C-HR's 2640mm wheelbase incomparable. Moreover, the UNI-T, as a compact SUV, is larger than the XR-V and C-HR of the small SUV, and the difference is particularly obvious in the feeling of the rear space that Chinese consumers are particularly concerned about.
The renewal and upgrading of power, the evolution of driving experience, is only part of Changan UNI-T's advancement, whether it is the appearance design, the selection of new colors, the sporty treatment of small details, or the improvement of the quality of the cockpit, the upgrade of seat comfort, and even the double 12.3-inch screen, the increase and optimization of some humanized functions, are all changes made by Changan UNI-T in just one year after insight into consumer demand. The 2.0T version of UNI-T products has become more competitive.
This means that at a time when "intelligence" has become the focus of competition, UNI-T's evolution in this regard is more obvious. In terms of technology configuration, compared to the "subtraction" of C-HR, UNI-T has been doing "addition". Undoubtedly, this "future technology car" equipped with "Super Fast chip" AI car machine function, L2 + active driving assistance, APA5.0 automatic parking and many other black technologies, are willing to give up the "blood" of the practice.
UNI-T's high perception and high emotional intelligence make you feel like a living partner. For example, in terms of face ID function, UNI-T can judge your fatigue level based on the number of times you blink and yawn, and then use voice warnings, music refreshment, funny and other ways to remind the driver. It will even judge if you are distracted and remind you in time when you are out of the highway.
Therefore, in terms of vehicle-machine interconnection and vehicle remote control, UNI-T fully has the crushing advantage of recognized independent brands over joint venture products. Compared with UNI-T's avant-garde technology, joint venture products such as C-HR and XR-V are too traditional, but at present, such intelligent and convenient functions are still difficult to achieve on them.
The listing of the 2.0T version of UNI-T can be described as "adding wings to the tiger" in terms of comprehensive strength, which also shows that high-quality autonomous models such as UNI-T are becoming "tired soil" for the goal of "the next Toyota". As a result, as a new wave force for Chinese brands, Changan UNI-T will also become a benchmark car for Generation Z consumers.
Understand me, but also Chang'an
For potential users of this new version of UNI-T, the 2.0T engine is called "power can not be used, but can not be without." So this time the 2.0T version came out, allowing users to directly call "those who understand me really have to be Chang'an."
The 2.0T+8AT power combination, in addition to highlighting the performance strength of the Blue Whale series engine, also conveys the core appeal of UNI-T - "fast happiness". In fact, from the previous 63% of this data, it can be concluded that "manipulation" is a core requirement for UNI-T users.
Of course, a trend that is evolving in the 150,000 yuan range SUV market is that the 2.0T engine is becoming mainstream. In the eyes of users who pay more and more attention to "handling" and understand cars more and more, 2.0T can really play the performance of the vehicle.
Just like the "confidence speed" mentioned earlier, 2.0T is more worthy of the powerful evaluation of the eight words of "people-vehicle integration, smooth and free" given to UNI-T by the outside world. In other words, stable and confident control, precise and easy control steering, tight and comfortable suspension, whether it is in mountain curves, urban roads, highways, or non-paved roads, it is indeed deserved.
UNI-T not only created a new "borderless design" and other super symbolic elements, set high-end, scientific and technological configuration in one, fully meet the user's pursuit of personalization, trend, but also meet the long-standing, we can not find from the independent brand "happy driving" feeling.
From the perspective of Changan Automobile's strength in recent years - product iteration, the continuous improvement of Changan UNI series SUVs in the market is the embodiment of the strong technical strength behind Changan. In fact, Changan Automobile's investment and progress in technology over the years are obvious to all, and it is not a short article that can be said, and there is no need to repeat it here. Under the accumulation of thick and thin hair, the listing of the UNI-T series allows us to witness the occurrence of these technological "butterfly changes" step by step.
In addition, the response to the consumer demand of Generation Z also reflects the landing effect of Changan Automobile's "user-centric" concept. By redefining the process of serving users, Changan not only provides users with a car experience that exceeds expectations, but also actively changes in a way that young generation Z consumers like, looking for a way to "play together" that shares their interests.
For example, since last year, Changan UNI-T has begun to interact with young people's trendy gameplay. At the Chongqing Yangtze River Strawberry Music Festival, he debuted in a group with musicians; during the Double Eleven period, Changan UNI Planet airdropped blind boxes in many places across the country; opened the Changan UNI Glory Night in Chengdu to integrate car culture into e-sports...
Changan Automobile has found the secret of "playing together" with young consumers, and the results of the "footsteps" of these technologies and services have such a high conversion rate of 43% of joint venture users. This is a not-so-remarkable but very interesting statistic. The conversion rate of 43% of joint venture users shows that Changan Automobile, as a representative of its own brand, is impacting the original solid joint venture brand pattern with its strength.
There is a saying in the book "Fast Happiness, Slow Happiness", "Happiness is fast, happiness is slow." We believe that the reason why Changan UNI-T creates "fast happiness" is also to hope that users can enjoy "slow happiness" in life, it should be like this, right?
Wang Xiaoxi
Wider than the sky...