"Electrification is stable and far-reaching + the brand continues to be high-end", which is the development route anchored by Geely this year, which is particularly evident in sales.
On March 7, Geely Automobile Group announced its sales volume for February 2022. New vehicle sales for the month were 78,478 units, up 2% year-on-year.
Due to the impact of the Spring Festival holiday and the traditional off-season, the supply shortage of ESP chips is superimposed, so from the data alone, Geely's performance in February may be slightly flat. However, if you carefully analyze it, you can find that Geely's power point this year fully coincides with the established route of its own planning.
First of all, we can see that the "China Star" series and Lynk & Co are still the two carriages sold by Geely, pulling Geely to move in the high-end direction. According to the data, the sales volume of the "China Star" reached 13,653 units in February, accounting for 24.5% of the total sales volume of the Geely brand, and the Lynk & Co brand also continued to exceed 10,524 units.
Secondly, in the field of new energy, following the outbreak in January, Geely continued to work hard in February, and continued to hand over a report card of 14,501 vehicles in the new energy market, while the penetration rate of 18.5% hit a record high.
(1) Chinese stars "stabilize", Geely can "win"
Yes, the "China Star" series has become the "traction" of Geely's sales and even the brand's upward mobility.
On the whole, as of now, the cumulative sales of the "China Star" series have exceeded 320,000 vehicles, forming a sedan and SUV with two legs in parallel, moving forward in unison, and steadily standing on the market. It is worth noting that in the Geely brand product matrix, the sales volume of the "China Star" series accounted for 25%, and with the previous Star Yue L Thunder God Intelligence Qing Hi · X opened pre-sale, and the "China Star" is gradually moving towards the orbit where Geely had previously booked "30% of the Chinese Star".
Of course, the significance of the "China Star" series to Geely is not only to increase Geely's model sales, prices and bicycle profits. More importantly, it has brought a breakthrough in the value level of the Geely brand, significantly and effectively enhanced the image of the Geely brand, and even the image of Chinese cars, so that consumers can clearly understand the value of Chinese cars, which is the most critical.
In terms of the entire market segment, the high value and level brought by the "China Star" have driven the competitiveness of Geely's entire range of models. Driven by the "China Star", Geely's classic series of double Bo / Emgrand family, and the main light route of the colorful characters, have been upgraded to varying degrees, especially after the product ushered in the update, the competitiveness has been greatly strengthened.
For example, the Emgrand family, the Shuangbo family and the Shuangbin family all contributed 16,334 vehicles, 11,022 vehicles and 12,024 vehicles respectively. Among them, Boyue, Binyue and Emgrand have all sold more than 10,000. It can be said that under the traction of "China Star", the high-quality transformation of geely brand is comprehensive.
As for the Lynk & Co brand, sales continued to break through 10,000 in February. At present, the average price of Lynk & Co products is 158,000 yuan, which has come to the price hinterland of the joint venture brand volume model, and it can be said that Lynk & Co is continuing to lead the Chinese brand upward with high value.
In addition, the trend culture of Lynk & Co is also receiving the attention of more and more young consumers, and the current APP registered users have exceeded 1.8 million, and this cross-circle influence will also bring market competitive advantage to Lynk & Co in the future.
(2) New energy continues to erupt, and pure electricity is exchanged with both hands
In addition to the continuous development of high-end series, Geely has also continued to explode in the field of new energy.
After setting a record high in January, Geely continued to explode in the new energy market in February, handing over a report card of 14,501 vehicles, with a penetration rate of 18.5%, once again setting a record high.
Among them, the geometry brand also reached 7,705 vehicles in February after breaking through 10,000 in January, continuing to shine brightly. Considering factors such as the Spring Festival, geometry is actually not too much of a problem in terms of monthly sales exceeding 10,000. Fortunately, with the exposure of the new SUV geometry E, and the agreement with the Norwegian Gil Group to import pure electric models such as geometry C, the next geometry continues to break through 10,000, and even usher in a higher growth rate will not be too much of a problem.
The high-end intelligent pure electric car brand Ji Kr is also constantly refreshing the brand's new car delivery record. At a steady monthly delivery of 3,000 vehicles for three consecutive months, Extreme Krypton delivered another 2,916 vehicles in February, and since the start of deliveries in late October last year, the number of deliveries of Extreme Kr 001 reached 12,453 units, setting a new record again.
Not only that, in February, Extreme Kr also carried out the first vehicle OTA, achieved more than 220 user experience improvements, and solved some much-criticized functional designs, which were widely praised by users. Of course, the most important thing is that Extreme Krypton announced a new round of lock single policy, while ensuring the supply chain, taking a "reassurance pill" for the prospective owners who are anxiously waiting for the car, and ensuring the stable progress of future delivery.
As for Ruilan Automobile, which focuses on the power exchange travel market, sales reached 1,618 units in February, and with the listing of the maple leaf 60S, the first power replacement car under the GBRC platform, sales will steadily climb in the future. The gradual stabilization of Ruilan Automobile will help Geely to tear open a new breakthrough in the new energy market.
(3) Kung Fu shooting
After passing through the adjustment period in 2021, 2022 is bound to become a strong year for Geely.
From Geely's sales in February, we can see that whether it is the upward "vitality" brought by the high-end series models represented by the "China Star" or the "sharp gas" that has fully erupted in the field of new energy, it has brought more "confidence" to Geely's annual sales target of 1.65 million vehicles in this uncertain 2022.