Hongqi's new energy strategy is not only Hongqi's brand strategy, but also the group strategy of China FAW; it is not only a technology strategy that focuses on the current product route, but also a technology strategy for the future; it is not only a market layout for consumer demand, but also a new model construction that conforms to the development trend.
Author 丨Lu Shan
Edited by 丨 Dahua
Produced 丨 Automan Media
"New Hongqi E-QM5 431km Charging Enjoy Edition, the official price of 165,800 yuan; new Hongqi E-QM5 431km power exchange enjoyment version, the official price of 122,800 yuan!"
On March 12, with the announcement of the final price by Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd., the E-QM5, which has attracted much attention from the industry, was officially listed.
The E-QM5 is in the spotlight for:
First, the price. As a B-class pure electric model, Hongqi E-QM5 has set the price to the price range of "100,000 yuan", which not only refreshes the price threshold of the Hongqi brand, allows consumers to achieve "Hongqi freedom", but also brings great pressure to competitors of the same level.
Second, there is equity. The event is both a new car listing meeting and an equity release ceremony. Since it is an important part of the release, the rights and interests of Hongqi this time are bound to be quite interesting. Therefore, the understanding of Hongqi E-QM5 is not only the product innovation of a new car, but also the service and marketing innovation of Hongqi in the field of new energy, based on "three everything".
Third, there is ecology. The press conference was held in Beijing's Wanda Plaza, combined with the "100 Cities Linkage" method of offline activities and online live broadcasting, and together with all Hongqi dealer networks and Wanda supermarket system, so that the outside world can see the new trends and achievements of Hongqi's layout in the field of new energy.
Chen Xu, general manager of FAW Hongqi Automobile Sales Co., Ltd
As Chen Xu said, "The new red flag that can charge and change electricity is the innovative landing of the brand ecology and the ideal layout for user convenience." ”
1
The "game-breaking car" in the field of new energy
Once the price comes out, who fights with it! The E-QM5 will inevitably become the "first red flag in life" for many people.
The unique design language of "Shang Zhi", the safety design of "national vehicle standards and triple guarantees", the original honeycomb all-aluminum ultra-strong battery structure, the microfiber interior, the advanced acoustic glass and the 5-layer sound insulation structure, as well as the high-capacity battery and the fast charging function of charging for 10 minutes and driving 100 kilometers, plus the replacement version of the model with an operating time of less than 1.5 minutes...
With the excellent design of "four dimensions, eight charm points", the product strength of E-QM5 has almost no competitors at the same price. In terms of brand influence, it has a crushing advantage. Entering the market at such a people-friendly price not only expresses the determination of Hongqi, but also shows the sincerity of Hongqi.
In the past, consumers' awareness of Hongqi pure electric vehicles mainly came from the E-HS9 large SUV. Despite its excellent performance, the E-HS9, which is positioned as a high-end and priced at more than 500,000 yuan, although it has provoked the brand banner of Hongqi, is not easy to enter the homes of ordinary people.
The E-QM5 can meet the needs of all consumer classes for new energy vehicles, so that the high-end positioning of Hongqi and the universal benefit of the whole people can be taken into account, and truly realize the comprehensive layout of Hongqi in the field of new energy.
The E-QM5 launched two models, the replacement version and the charging version, of which the price of the replacement version is 122,800 yuan and the charging version is 165,800 yuan. For such a new model with a length of more than 5 meters, space comparable to D-class luxury cars, NEDC mileage of up to 431 kilometers, and standard intelligent network system, the pricing of The Hongqi E-QM5 is simply "incomprehensible".
"Automan" believes that behind the ultra-high cost performance of The Faw-Hongqi E-QM5 is FAW's calm judgment that the luxury car market is being reconstructed.
As we all know, the traditional luxury brands represented by the BBA have been beaten by new power brands in the new energy market, and the market and word of mouth have not met expectations. The emergence of this situation stems from the BBA's difficulty in giving up vested interests. After all, the sales of traditional fuel vehicles are still gratifying, and the profits are even more amazing. The appeal of "lying and earning" makes it impossible for them to really be unbroken and unbroken.
In contrast, the relatively small market base and the youthful brand image of the comprehensive revival allow Hongqi to be more involved in the field of new energy.
The emergence of E-QM5 is a signal that Hongqi is ready to go all out to ALL IN new energy, and it will also be a real "game-breaking car" for Hongqi in the field of new energy.
2
Behind the "equity" innovation is to solve the pain points
"Calculate an account with everyone: the minimum 13.5 degrees of electricity to travel a hundred kilometers, according to a dollar of electricity, 0.135 yuan per kilometer, cheaper than the Beijing welfare full of buses!"
After the price was announced, someone calculated the cost of using the Red Flag E-QM5 online. Today, when the oil price has entered the 9 yuan era, the cost advantage of E-QM5 is more prominent. This attraction is enormous, both for family cars and for drivers of ride-hailing cars.
However, after carefully analyzing the three major rights and interests of the E-QM5 released simultaneously with the listing, Automan found that the low-cost advantage of the E-QM5 is far more than that.
Another highlight released at the same time as the launch of the E-QM5 is the three major customer rights and interests of Hongqi specially planned for the charging version of private customers - "easy to buy a car", "car province" and "residual value worry-free".
To put it simply, "Easy To Buy a Car" is to further reduce the difficulty of users buying a car on the basis of Hongqi's financial service innovation on the basis of an already competitive price. Through a series of programs such as two-year zero interest, battery leasing, value-preserving repurchase, etc., it is as easy to buy an E-QM5 as it is to change a mobile phone.
"Car province" stands out in one word: province. On the basis of Hongqi's original "three lifetimes and one free insurance", E-QM5 was upgraded to "four lifetimes and one free insurance", and an additional three-choice PLUS preferential subsidy of "portable charger, one-year free public charging service, and cash subsidy" was added.
This is particularly attractive for ride-hailing, after all, the mileage of e-hailing vehicles is high, and the cost of maintenance and charging is also rising. And the electricity costs and maintenance costs saved this year have become real net profits!
"Residual value worry-free" is more simple and direct, which is equivalent to the manufacturer's bottom for the residual value preservation of second-hand cars. The introduction of this right and interest has completely eliminated the worries of electric vehicle users, and truly realized the ideal of buying a car with confidence, using a car with confidence, changing the car with confidence, creating value with peace of mind, and realizing the ideal of travel.
It is worth mentioning that at present, Hongqi is vigorously promoting the construction of charging and replacing power stations nationwide, and will build a replacement power station with a mature layout in Changchun, and then comprehensively promote it to the main core cities in the country.
At the same time, the "Green Flag" program jointly cooperated by Hongqi and Wanda was also officially launched. According to the plan, E-QM5 car owners can accumulate "green energy" values when buying and using cars, and the accumulated values can be converted into corresponding hongqi ecological rights.
Through these major rights and interests, it is not difficult to see that Hongqi has carefully analyzed the pain points of the current use of pure electricity in family cars and online ride-hailing vehicles, and has formulated targeted service rights and interests. The service and quality that these consumers can personally feel is an innovative landing that hongqi pursues the brand concept of "all for customers, all services for customers, all humble for customers" and brand ecological construction.
3
Stand up 700,000 steps
Hongqi's new energy strategy has accelerated
From the 2021 Boao Forum announcing that it will launch the E-QM5 private customer version, so that more customers can enjoy the beautiful life experience of green and low-carbon travel, to the launch of the E-QM5 431km Happy Edition series of products, the new red flag officially fulfilled its commitment. E-QM5 is not only a new new energy product, but also an "ideal" layout for Hongqi's "customers, products, and ecology" to build and prosper together.
From January to February 2022, the sales volume of new hongqi exceeded 63,800 vehicles, an increase of more than 40% year-on-year, and since the industrial miracle of creating a four-year sales growth of 63 times from 2018 to 2021, it has continued to maintain a forward pace that far exceeds the average growth rate of the industry. Up to now, the total number of new Hongqi car owners has reached nearly 700,000.
Since 2021, the new Hongqi brand has reached strategic cooperation with the Ice and Snow Sports Center, Shooting Sports Center, "TEAM CHINA China National Team" and a series of sports national teams of the General Administration of Sport by presenting Hongqi H9 luxury cars to China Glory Athletes, demonstrating the grand pattern and strong responsibility of supporting the cause of sports power.
While helping the cause of sports power, New Hongqi has always adhered to the "customer-centric", implemented the "wisdom six-in-one" experiential marketing model, and cooperated with cross-industry partners such as Wanda Group to build an ecosystem, and continued to provide surprise experiences for customers.
In addition to the new high sales, New Hongqi has moved forward towards the ideal of "a better life and wonderful travel" with an indomitable innovative attitude in terms of product upgrading, brand cross-border marketing, ecosystem building, customer operation and service.
During the two sessions of the National People's Congress in 2022, Xu Liuping, deputy to the National People's Congress, secretary of the party committee and chairman of China FAW, said on the question of "how to take the road of scientific and technological innovation and high-quality development of the automobile industry":
"China FAW is making every effort to build a future smart green city vehicle ecosystem with the new energy intelligent vehicle industry chain as the core chain and integrating the 'five chains' of new consumption chain, intelligent green transportation travel chain, smart energy chain, and new infrastructure chain."
Deputy to the National People's Congress
Xu Liuping, Party Secretary and Chairman of China FAW
It can be seen that Hongqi's new energy strategy is not only Hongqi's brand strategy, but also the group strategy of China FAW; it is not only a product route that focuses on the present, but also a technology strategy for the future; it is not only a market layout for consumer demand, but also a new model construction that conforms to the development trend.
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