Does anyone remember Geely's geometric cars? You must all remember, then you remember that this geometric car was first positioned as a high-end pure electric vehicle, and when the brand debuted in 2019, it was selected overseas to announce its birth with great fanfare.
At that time, the first model of the geometry brand - geometry A subsidy before the price of up to 21-25 million yuan, subsidy after the price of 15-19 million yuan, and then launched geometry A Pro, the price after subsidy also reached 11.98-19.98 million yuan, nothing else, at least in terms of price, this was indeed reached the high-end level of its own brand at that time.
Geometry A Pro
But the problem is that the high-end image of the geometric car is not maintained.
High open low go geometry
In Geely's initial vision, the main high-end pure electric positioning of the geometric car, should be the same as the positioning of Lynk & Co, the debut of both are also selected overseas in a tall way to promote their birth, but the development results of the two brands are really very different.
With the endorsement of Volvo, Lynk & Co launched the Lynk & Co 09 product to the ceiling of 300,000 prices, and successfully made consumers think: "It is okay to pay 300,000 yuan to buy this self-owned brand SUV." ”
Lynk & Co 09
On the other hand, geometric cars, in addition to the launch of the first geometric A price of 150,000-190,000 yuan at that time, seemed to lock the price ceiling of their own products, and the subsequent products launched could no longer break through this price range. But more importantly, the geometric car is not only unable to break through in price, but the subsequent models have begun to sink all the way.
Taking the EX3 Kung Fu Bull launched by Geometric Automobile last year as an example, the price of 58,800-68,800 yuan after subsidies is completely locked in the brand image of "cheap electric vehicles", and it is even more out of reach from the so-called "high-end pure electric brand".
EX3 Kung Fu Cow
Today's geometric cars are more like a role in serving the shared travel industry, such as the geometric A that sold 14602 vehicles last year, accounting for more than 90% of the sales volume of the entire geometric car, but the problem is that these sales of geometric A are almost all orders obtained by sharing car online car, and the former "pure electric high-end brand" has become a "special car for online car", which is really a pity.
Geometry A used by ride-hailing vehicles
Invest 30 billion yuan to create a bunch of "oil to electricity"?
But on the other hand, geometric cars can have today can be said to be completely self-inflicted, carefully looking back at the development process of geometric cars, Geely does not seem to have invested much energy in this brand, a once aimed at high-end positioning, actually did not spend time on product research and development.
In April 2019, on the day of the first release of the Geometric Automobile brand, it was officially announced that the group Geely Automobile has invested more than 30 billion yuan in the field of new energy, with 5 major R&D centers, 5 major design centers and more than 3,000 technical/R&D personnel around the world. I will never deny Geely's investment in the field of new energy, but how much Geely's resources are tilted to geometric cars is worth a question mark. After all, from the current point of view, the biggest difference in design and technology between geometric cars and Geely cars is only the difference in logo colors, one white and one black, which is really good to distinguish.
If it is a geometric A as the first model of the brand, Geely has spent a little more thought on it, so that the shadow of its "shell change" is not so obvious, then the car launched by the geometric car can be said to be completely rotten.
Geometry C launched in 2020 Geometry Cars, please! At a glance, it can be seen that it is the product of the Emgrand GSe rebranding, and the Emgrand GSe is also a product from Emgrand GS oil to electricity...
Geometry C with Geely Emgrand GSe
The EX3 Kung Fu Bull launched in 2021 not only changed itself and said that the geometry car will follow the naming form of "geometry + English letters", but the name is really a bit tacky... In addition, this is obviously the oil-to-electricity version of geely vision X3...
Geometric EX3 Kung Fu Cow with Geely Vision X3
In addition, the geometric E of the trailer map released a few days ago, in fact, earlier you can see the picture released by the Ministry of Industry and Information Technology, this car body is pasted with the name of "Thunderbolt Tiger", perhaps to see that this naming method not only has no effect on sales, but also pulled down the forced grid, so the final geometry official still named it Geometry E. In addition, let's guess what model of this geometric E is a magic change? Guess right there is no prize.
Geometry E
There is no chance to turn over, you can only engage in cheap cars and steal lives
It is not easy for a brand to create a high-end image, but once the brand image falls, it is more difficult to rise back, not to mention geometry as a brand that does not have much background in itself, it is more difficult to turn over. In terms of Geely's brand strategy, high-end electric brands already have extreme krypton, and with the popularity of extreme krypton, Geely Group's future resources in new energy will certainly be more inclined to extreme krypton, resulting in geometric future development is more difficult.
Extreme Kr 001
Today's geometric cars, no longer talk about the former "high-end pure electric brand" positioning, obviously it has also recognized the facts, from kung fu cattle to thunderbolt tigers, we can clearly see that the positioning of the product inside the geometric car has undergone a complete change, the future geometry, will be a focus on entry-level electric vehicle brand, occasionally take over the Geely new energy put over the oil to electricity products, mixed days should also be able to have a taste.
But what is even more regrettable is that the impact of high-end geometric cars, in the turn to play cheap this move, does not seem to be successful, at least for consumers, geometric cars are really not an option that can be put on the alternative list, from the establishment of the brand has been implementing the idea of oil to electricity, it is precisely the car that is excluded by consumers. For car companies, whether it is high-end or low-end, only to sell the car, to earn the ticket back is the most important, now where is not the geometry, in the market and those three or four lines of electric vehicle brands how to distinguish.
Auspicious geometry, and geometry?