For large-scale development of automobile companies, there is nothing more exciting than winning the sales championship, but for the current Geely, it has a more exciting mission than being a "champion".
In 2021, Geely has become the sales champion in the field of Chinese brand passenger cars for the fifth consecutive year. At the beginning of 2022, Geely once again ranked among the top three domestic passenger car wholesale sales with sales of 146,380 units. But what makes it even more exciting is that Geely's new energy sector and the "China Star" high-end series both ushered in a double head in January.
Geely's new energy sector reached 17,928 units in January, and pure electric models increased by about 641% year-on-year, hitting a record high; Geely's high-end model "China Star" series sold 25,077 vehicles in January, and Xingrui and Xingyue L have continued to maintain a steady trend of monthly sales of over 10,000.
The combined sales of "new energy" and "China Star" account for only 30% of Geely's total sales, although they are not yet the mainstay of Geely's "champion" title, but they represent the future of Geely Automobile, and it is also the biggest challenge that Geely of "brand up" must currently pass.
How difficult is it for Chinese independent brands to break the market pattern monopolized by joint venture brands?
If the time goes back to the era of Geely Pride in 1999, do you dare to believe that someone will be willing to spend 150,000 yuan to buy a Geely car? But in 2021, 210,000 people have done this, and they invariably chose Geely's high-end model "China Star" series (Xingrui, Xingyue L, Xingyue S), according to the data released by Geely, the average price of the car series reached 150,000 yuan. Even in the Xingyue L model, the sales volume of high-end models exceeded 60%, and the average transaction price of the whole series reached 170,000 yuan. This achievement is not achieved overnight, from the launch of the first model of the "China Star" series, The Star Etsu, to the present, Geely has spent more than 2 years.
The reporter still remembers that when Xingrui was just listed, in a user interview, a car owner surnamed Zhang told reporters: 150,000 Why should I choose a Geely?
For Geely, which started with an economic car, it is self-evident how difficult it is to change the inherent impression of the Chinese people. Do you have the ability to support this price? It will be scrutinized by countless people picking up a magnifying glass. A "heroic act" without hard work will eventually only degenerate into a magnified joke.
Geely Automobile, whose brand premium ability is not as good as that of the joint venture car company, knows that it can only rely on "high value of sufficient gaps" to win the market. The CMA structure jointly created with Volvo has made the "China Star" not inferior to the joint venture brand from the beginning; the engine uses the Drive-E2.0TD engine; and the chassis adjusted by Lotus has made its driving quality surpass that of many joint venture models. After solving the core strength of a car, coupled with the traditional advantages of Chinese brands in terms of intelligence, configuration, price, etc., consumers will be moved when they find that the extra value they can get for the same money is "large enough". Of course, the rise of young consumer groups has made them no longer have the same colored vision as their parents, and has also given Chinese brands such as Geely the opportunity to break the situation upwards.
Single-model breaking 10,000 in the current car circle is a watershed to enter the "mainstream camp", and the foothold of "China Star" has made many joint venture car companies nervous, and even forced the joint venture brand to have to follow Geely's footsteps in terms of cost performance. But in 2022, Geely will continue to amplify its moves on the "China Star" series of models.
This year, Geely Leishen oil-electric hybrid technology will fully cover the "China Star" series, Geely claims that this technology can be called "Japanese hybrid", regardless of the level of technology, the reporter believes that in fact, as long as Geely can make the hybrid price to the fuel vehicle area, it can seize the market and not only joint venture car companies.
In terms of new energy, Geely can be described as a rapid progress. In the January sales ranking of new energy vehicle companies in the Association, Geely ranked fifth after Tesla. However, its year-on-year growth reached 489%, which is the largest increase among mainstream car companies.
From the analysis of the sales structure of new energy vehicles, Geely's high-end intelligent electric brand "Extreme Kr" delivered 3,530 vehicles in January, with 110 days on the market, and its cumulative delivery volume exceeded 10,000 vehicles. The car is not only hot enough to sell out the order for the whole year within 2 months of booking, but also created a record for the fastest delivery of high-end smart electric vehicle brands. In 2022, Extreme Kr plans to deliver 70,000 vehicles, which means that Geely's new energy sector will continue to climb in the future. The geometry brand sold 10,229 units in January, playing the mainstay of Geely's new energy vehicles. The new generation of power replacement travel brand "Ruilan Automobile" under Geely Automobile also achieved a performance of 1683 vehicles in January, opening up the power exchange layout of Geely New Energy. It can be said that Geely's high-end, mid-end and online travel power exchange tracks in new energy have been laid out, and future sales are worth looking forward to.
For Geely, who has become accustomed to being a "pin crown", it is possible to "Versailles" to despise the aura of "pin crown", based on the long-term vision of enterprise development, new energy and high-end "China Star" series have steadily improved, which should be the halo that Geely most wants to continue to have at present!
Upstream News Fu Rong