Car Review Observation, Car Review Agency, No. 523
Foreword: In recent years, the auto market has changed, and despite multiple difficulties such as repeated epidemics, chip supply crises, and serious internal rolls in the stock market, China's auto market has withstood the pressure. In 2021, with a slight growth rate of 3.1% year-on-year, the Situation of China's auto market declining for three consecutive years ended, and independent brand car companies also reached a consensus on impacting the high-end.
Industry insiders attribute this result to the hard work of independent brands and the emergence of new energy brands. It is undeniable that under the sweep of the new four waves, global car companies have begun to transform to electrification, including independent brand car companies, which are also standing on the track of transformation.
In the disruptive transformation of automobiles, we see a brand that accelerates its take-off - Geely Automobile. Recently, the Association released the January car sales ranking list. It is worth noting that from the perspective of the sales ranking of new energy manufacturers, Geely Automobile ranked fifth, with a year-on-year increase of 489.4%, becoming the highest year-on-year growth rate in the Top15 ranking, a record high.
We have learned from Geely officials that Geely Automobile, which has won the Chinese brand passenger car championship for five consecutive years, sold 146,380 units in January, ushering in the opening of 2022.
Among them, the "China Star" series, which continues to lead the brand upwards, has performed very eye-catchingly, and the sales growth of new energy vehicles has also increased by leaps and bounds, especially pure electric models have increased by about 641% year-on-year, and the growth momentum is even stronger.
After all, in 2021, Geely Automobile's total annual sales reached 1.328 million units, and its production and sales exceeded one million units for five consecutive years, winning the annual sales championship of Chinese brand passenger cars.
Li Shufu, chairman of Geely Holding Group, said in his 2022 New Year's speech: In 2022, a new generation of information technology will accelerate the breakthrough application, the automotive industry will usher in greater changes, Geely will closely focus on the electrification and intelligent transformation of the automotive industry, and strengthen the technology ecosystem.
In 2022, Geely Automobile set a sales target of 1.65 million units, of course, Geely Automobile is also prepared, from the perspective of new cars planned in 2022, many of them are Hoshigoku L Thor Hi · X oil-electric hybrid version, a new generation of Boyue, a new four-cylinder Binyue, etc., and from january sales, Geely Automobile has launched an all-out attack on the automobile market.
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Leading the brand upwards, "China Star" is indispensable
In the face of many difficulties in 2021, Geely Automobile did not affect sales due to factors such as chip shortages and rising raw materials, and still maintained steady sales growth.
In January 2022, the "China Star" series, which consisted of Geely Star, Hoshigoe L, and Hoshigoku S, contributed the most, with sales reaching 25,077 units.
Nowadays, the "China Star" series of products has won the love of more than 300,000 car owners across the country, and under the blessing of Geely CMA super matrix architecture, it has become a representative of the high-end models of Chinese brands, leading the brand to continue to rise.
It is worth noting that the "China Star" series actively promotes the popularization of high-end products, transforms the price advantage into a value advantage, and becomes an accelerator for the upward development of the Geely brand. According to the data, more than 60% of the users of the "China Star" now choose high-end models, 52% of the sales of the "China Star" come from the demand for additional purchases, and more than 40% of the users have joint venture car experience.
Geely's "China Star" series broke the inherent cognition of the market, successfully entered the joint venture brand market, competed with the joint venture brand with high value, and became the flagship product of the upward breakthrough of Chinese brands.
For example, in the "China Star" series, Xingrui is a very popular model, with sales reaching 12,109 units in January, and since its listing, the cumulative sales volume has exceeded 160,000 units, maintaining a steady momentum of monthly sales of more than 10,000 vehicles and becoming a benchmark product in the home car market.
The reason why Xingrui sells well is inseparable from the high cost performance, although the price of this car is about 150,000 yuan, but it is not ambiguous at all in terms of configuration, such as BOSE sound system, HUD head-up display, etc., to know that these are all configurations that are only available in luxury cars. In addition, Xingrui also supports the late OTA upgrade, which is very competitive in fuel vehicles, coupled with the hardware strength of the Drive-E series engine, many joint venture vehicles have been compared.
Since its launch, the "China Star And Flagship SUV" Hoshigoe L has continued to climb in sales. In the past January, the Star Yue L sold 11,492 units, and the current total sales volume of 64,965 units in the first half of the year, second only to Geely Xingrui. In the face of overseas markets, Xingyue L has also won unanimous praise from foreign auto markets, and even won awards such as "2021 Russian Best Chinese Car".
With the continuous accumulation of technology, Geely Automobile released the global power technology brand "Raytheon Power", as well as the world-class modular intelligent hybrid platform - Raytheon Intelligence Qing Hi · X, opening the era of Geely's "power 4.0", building the "strongest system force" of full electrification in the era of science and technology Geely 4.0, and fully empowering the China Star series.
It is worth mentioning that this year's upcoming star-vietnam L Thor Hi · X oil-electric hybrid version of the market response is good, this car is equipped with DHE15 (1.5TD) supercharged direct injection hybrid special engine, thermal efficiency of 43.32%, high efficiency zone coverage rate of nearly 50%, with a dedicated hybrid transmission (DHT Pro), can increase the fuel saving rate of the vehicle by 40%, 100 km comprehensive fuel consumption as low as 4.3L, the maximum cruising range of up to 1300 km, has an outstanding fuel economy performance.
The "China Star" series has accelerated the horizontal and vertical extension of the CMA architecture in the Geely product lineage, bringing a breakthrough to Geely's products to high-end price points, high-end values and high-end images.
In addition to constantly refreshing the height in terms of brand and technology, the "China Star" series also pays more attention to users, creating various activities for users to communicate, such as CMA Day, CMA Hour, CMA Summer, CMA Life and other activities, so that users can truly experience the greatest charm of the product.
Today, the "China Star" high-end series covers Xingyue L, Xingrui, Xingyue S, as well as Xingyue L Thor Hi · X oil-electric hybrid version, under the comprehensive empowerment of Raytheon Power's "strongest system force", China Star has built a product layout of sedan + SUV, fuel + new energy, performance + energy saving, and established a new value image of Chinese brand benchmark products in the domestic automobile market.
Of course, Geely's other star models have contributed a lot, and the overall performance of the Geely Emgrand family and the Boyue family is also very good, the Sales of the Emgrand Family in January was 31,304 vehicles, and the current cumulative sales have exceeded 3.38 million, becoming the leader of its own brand car; The Boyue family, which has been in the SUV market for many years, sold 16,170 vehicles in January, and has now received the affirmation of 1.35 million users across the country.
In addition, the "new wave series" products composed of Geely Binyue and Binrui are also loved by young consumers, and since 2019, Binyue has won the sales champion of its own brand small SUV for three consecutive years, ranking in the top three in the small SUV market. In 2022, the "Chinese Steel Cannon" is even more full of firepower, and in January, Binyue sold 17,018 vehicles, becoming the best travel and playmate of Generation Z.
It can be seen that Geely Automobile is accelerating the realization of product replacement, from the past "Emgrand + Bo series" to the "China Star" series with higher value and better image. Nowadays, the "China Star" series has enough strength to compete with the joint venture brand, and has also become a brand upward boost for Geely Automobile.
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Two trump cards to accelerate the transformation of electrification
In 2021, the sales volume of new energy vehicles in mainland China exceeded 3.5 million units, and sales continued to rise, and the market penetration rate has increased to 13.4%. According to the forecast of the National Passenger Vehicle Association, the sales volume of new energy passenger vehicles is expected to reach 5.5 million units in 2022, and the penetration rate of new energy passenger vehicles will reach about 25%." New energy vehicles are expected to exceed 6 million, and the penetration rate of new energy vehicles is about 22%. It can be seen that new energy vehicles have become a future development trend.
At the smart Geely 2025 strategy conference, Geely Automobile Group CEO Gan Jiayue announced that it will build a global strategic layout of "one network and three systems" and promote the efficient implementation of the "Smart Geely 2025" strategy. Among them, in the "Jiuda Longwan Action" released by the group, we found that Geely Automobile Group plans to launch more than 25 new intelligent new energy products in 5 years, with a total sales volume of 3.65 million units in 2025, and the sales volume of new energy vehicles (including extreme krypton) will account for more than 40%. Geely Automobile attaches great importance to the new energy vehicle market.
Although under the goal of carbon neutrality, traditional car companies have always been facing the pressure of transitioning to new energy, the performance of Geely Automobile highlights the confidence of traditional brands to challenge the field of pure electricity.
Geely Automobile's performance in the new energy market in January can be described as "no sound, one hit", which shines in traditional car companies, especially under the blessing of the Extreme Kr brand and Raytheon Power, the combat effectiveness is stronger.
In January, Geely's total sales of new energy models (including Geely, Geometry, Extreme Krypton, and Ruilan) were 17,928 units, an increase of about 641% year-on-year, a record high.
Among them, the main brand of geometric cars contributed 10,229 units in January, up 391% year-on-year. At present, geometric brands are mainly focusing on the popular electric vehicle market, focusing on creating products with high product price ratios, and forming a differentiated synergy with extremely krypton high-end brands. In the next step, the geometric brand will exert its strength to the A00-level small electric vehicle market, and with the further enrichment of products, the sales volume of the geometric brand will be expected.
The Extreme Kr brand is even more explosive, in January ZEEKR 001 delivered 3530 vehicles, since the opening of delivery in October 2021, only 110 days to achieve cumulative delivery of more than 10,000 vehicles, continue to create the fastest delivery record of high-end intelligent electric brands, which is very eye-catching in the entire new energy vehicle market.
ZEEKR 001 as the first model of Geely's new electric SEA haohan architecture, luxury, intelligence, performance is the three major labels, 3.9 seconds to break the hundred, 700 km endurance, advanced automatic driving system, etc. make this car full of combat effectiveness. Such a strong product force makes this car sell well as soon as it is listed, and at the same time helps Geely Automobile achieve rapid breakthroughs in the field of new energy.
In addition to products, Geely has a long-term layout in the field of power exchange, and has thousands of technical patents in the field of "power exchange architecture, power station replacement, power exchange vehicle", and has participated in the formulation of national power exchange standards. Geely said that it can achieve a rapid power exchange experience of only 60 seconds per car, and can serve 1,000 trains per day at a single station.
It is worth mentioning that in terms of charging and replacing facilities, it is expected that by 2025, Geely will also lay out 5,000 extremely fast power stations in 100 core cities to meet the power replacement needs of 1 million vehicles. As Geely's new generation of power exchange travel, Ruilan Automobile sold 1,683 vehicles in January, creating a new pattern of power exchange in the new energy era.
In addition, Thor Power will also become the trump card of Geely Automobile's comprehensive electrification transformation, according to Geely Automobile's planning, the "China Star" series will take the lead in carrying Leishen Zhiqing Hi · X interactive system, in the next three years, will also provide a variety of power combinations including strong mix, long-endurance plug-in mix, extended range hybrid, installed in geely, Lynk & Co and other brands of more than 20 models. It is worth mentioning that the hybrid system also supports FOTA upgrades, which can provide 20 intelligent driving modes.
It is conceivable that with Geely further breaking down technical barriers, the head-on competition between Geely Automobile and the joint venture brand will be more exciting.
From the perspective of the layout of Geely Automobile in the field of new energy, at present, geometric automobile + extreme Krypton brand + Ruilan automobile has been formed, and the troika contains two major product sequences of pure electricity + power exchange, as well as the blessing of Raytheon Power, geely automobile in the electrification market Pattern is clear and clear, and it is ready to make efforts at any time in the field of new energy.
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summary
As a veteran car company that has been working hard in the automobile market for many years, Geely Automobile has won the sales champion of Chinese passenger car brands for five consecutive years, which is enough to witness its profound strength.
Although the repeated epidemics, chip shortages, and rising raw materials have once put pressure on the automotive market, Geely still insists on continuously improving the layout of the intelligent electric industry around user needs, from products to services, so as to win the recognition of consumers. In the future, in addition to the continuous development of the "China Star" series, Geely Automobile will continue to launch an attack in the field of new energy, and we also look forward to more competitive new products.
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