Thor goes out again, and it is not only "two fields" that he wants to "do".
Above: Fan Junyi, general manager of Geely Automobile Sales Company
Author: Jiang Yanlin
Half a year ago, in Hangzhou Bay, Zhejiang Province, hundreds of media peers gathered under the safe conditions of nucleic acid testing, and at least one million online audiences squatted in front of the screen to witness a major event in China's automotive circle: the smart Geely 2025 conference.
Because of the conflicting schedules, I did not go to the scene of that event, and my colleagues brought back the most comprehensive report on the big event of Geely in front: god-level hybrid, self-developed satellite/chip/autonomous driving/substation, this Chinese brand all wants.
China Star, self-developed empowerment brand
There is a "Nine Dragon Bay Action" that can make the Chinese people more technically confident and product confident, the core technology full-stack self-research of the world integration "one network and three systems" global intelligence, from investment technology to talent incentives and other comprehensive leadership.
If you've seen the conference, I think you'll be very pleasantly surprised and relieved. Dare to shout slogans, and have the ability to land, like the picture sense in Stephen Chow's movie "The King of Destruction": I'm sorry, I'm not targeting you, I mean everyone here.
What we see is not only Geely's clear plan for its own landability in the next few years, but also the self-confidence of Chinese car brands. Correspondingly, Geely also released the "China Star" series that wants to break all prejudices before and after this event, and wants to fight for the "value of Chinese cars".
1. What exactly is a Chinese star?
In simple terms, it is a high-end product series of Geely brand CMA, which currently includes Hoshikoshi L, Hoshigoshi S, Xingrui and Hoshigoe L Thor Hi· X Hybrid Edition. Whether from the perspective of products, sales performance, user response, brand reputation, etc., "China Star" has occupied the high-end mentality of domestic brands of Chinese auto consumers.
If a product wants to get a high score, according to the words of the old man, it is better to call the "three major pieces", then the power is undoubtedly the most critical part of it. Raytheon Power is the global power technology brand released by Geely. The product matrix includes Ray's Mind Hi· X, efficient drive, efficient engine and E-drive.
Ray's Mind Hi · As the vanguard of Raytheon Power, X includes a 1.5TD/2.0TD hybrid engine, as well as a DHT (1-speed transmission)/DHT Pro (3-speed transmission) hybrid special transmission, supporting full coverage of A0 to C class models, while covering HEV (strong hybrid), PHEV (plug-in hybrid), REEV (extended range hybrid) and other hybrid technologies.
2. Does the Chinese star work?
Last week, my companions and I went to the beautiful Shangri-La to test drive a blockbuster product of the "China Star" series, which is the Star Yue L Thunder Spirit Engine Hi · X oil-electric hybrid version. This is also the first model to carry Thor's powertrain, which can be said to be the key to Geely's desire to rush to its next future.
Take the OKR (Objectives and Key Results) target management tool approach, which is now widely used in Internet companies. The value proposition of the Geely brand is "happy and great", and the first key result is good quality, good brand and good sales of cars. After the vertical decomposition, the "China Star" series equipped with Raytheon power is undoubtedly the top priority for achieving its key goals.
From this point of view, can the Chinese star not work?
Perhaps, this series can't do it, and it doesn't dare not do it. From the perspective of product quality, user service, delivery guarantee, after-sales follow-up and other dimensions: China star, do not break the loulan and eventually do not return, the pricing must also have sincerity.
On March 18, Hoshigoku L Thor Hi · The X hybrid version of the whole network has been officially opened, and the pre-price is only 173,700 yuan. The new car will be listed globally at the end of March, and in the context of chip shortage and tight supply of raw materials, Geely also provides the first owner with a lifetime three exemptions (battery warranty, basic maintenance, road assistance) for users who place orders before April 5, and after waiting for 30 days, the owner will receive a waiting subsidy of up to 1500 yuan.
Based on self-developed technology, hoshikoshi L Thor Hi · The X hybrid version, and even the entire China Star series, may benefit from self-development. The hardest road to take is often the most valuable.
Geely executives who listen to real voices in the user base
On the afternoon of March 16, 2022, the sunset shone on the roof of the Great Buddha Temple in the ancient city of Dukezong in Shangri-La, and Fan Junyi, general manager of Geely Automobile Sales Company, came face to face again to talk about Geely's dynamics and even the future of China Star. The content was dictated by Mr. Fan, sorted out by the author, and shared with everyone.
1. Geely executives, in the user base to perceive the real feedback:
When the time comes to 2022, no matter what the reason, "user" has become the keyword of the internal volume of various car companies. Some companies are doing user co-creation, some companies are doing benchmark users, and some companies directly define themselves as user-oriented enterprises. In the recent collection of consumer complaints in the 3.15 consumer complaint collection of the owner guide for car owners, we collected the collective complaints of car owners of Brands such as Changan, BMW, and Weima, which are nothing more than problems such as product quality and configuration errors and delays in delivery. Is it impossible to solve it, or do you not want to solve it? We don't know, but it's the consumer who is sad after all, and the brand that fails the consumer will eventually fail itself.
After being asked about the solution channels for user-based problems, Mr. Fan told me that "meeting the needs of users is actually a sentence: if you can't do it, you don't have to say it, and if you promise it, you have to do it." In terms of matching user expectations and solving user problems, Geely has opened more links online to absorb the real voice of users. On the one hand, it is to solve doubts, on the other hand, it is to absorb good suggestions for products and operations, so that users can get confidence before buying.
In a more direct way, Mr. Fan said that he was in various user groups, sensing the most real feedback of car owners, and also solving user questions with the fastest pull-through related business lines.
2. Connect online and offline, do a new ecology, and do a transparent experience
"I think that whether it is a user-oriented enterprise or co-creation with users, it is necessary to create a system", this year, Geely Automobile hopes to establish a new ecology, so that users can make friends with themselves. The cumulative number of 11 million users is a huge base, with commonalities and, of course, personalities. Mr. Fan revealed that in the next few versions of the Geely Auto APP, there will even be a distinction between topics, interests, cities, and models, and users are also expected to set a good and new name for their ecosystem.
On the other hand, in view of the climb in the sales ratio of the Chinese star series, the rejuvenation of the Geely automobile brand has also brought about the most intuitive changes - the user group is younger. It is understood that among the Xingrui users of China Star, the proportion of "post-90s" and "post-00s" has gone to 59.9%. This means that in the objective and rational group of "I don't care what you say, what I need is what I like", they prefer to get an experience as convenient, fast and transparent as Internet shopping.
This year, Geely Automobile will carry out 4.0 channel upgrades, all customers can know their rights and interests, no longer need to compare horizontally and vertically, and do not have to fight wits and courage: what we can give you is what we promise, what we promise, is what we will do.
Mr. Fan also said that in the key cities of China Star sales, Geely will also establish exclusive experience stores and space stores for China Star to ensure that there are more touchpoints to allow younger groups to get better exclusive services.
Calling the two fields of mixing, not just a slogan?
As mentioned earlier, for the Xingyue L Thor Hybrid Edition, with self-research as the core and user service as the basis, the next thing to do well seems to be to match the sales volume and product reputation, and finally to stand at the top of the pyramid - the brand is up.
And to surpass Honda and Toyota hybrids, in addition to shouting out flags, what advantages does Geely have? In the interview, Mr. Fan mentioned the following points, in order to ensure that the intention is accurate, I synchronized the original words:
"From the data point of view, we have several figures that have comprehensively surpassed the two fields, more than 40% fuel saving rate, NEDC fuel consumption of 4.3L/100km, 3-speed DHT Pro as an intelligent energy control center, intelligent control capabilities in the three-speed ratio range, so that the engine and motor always maintain efficient interval operation, effectively reduce fuel consumption, lower than the Japanese hybrid system." The first mass-produced 3-speed DHT Pro hybrid electric drive transmission that enables pure motor drive, hybrid oil-electric drive, intelligent power generation, intelligent energy distribution and 3-speed variable speed torque.
At the same time, there are 20 intelligent driving modes, which can be switched freely without feeling, bringing a pure electric driving experience. In addition, in terms of NVH, 148 key NVH technologies are optimized to optimize the noise source and transmission path, ensuring that under the working condition of 30km/h full throttle acceleration, the sound pressure level in the car is as low as 58 dB, which is better than the competitor model 14dB, and the speed of 60km/h is better than the competitor model 5dB.
Of course, a good product can not rely on parameters alone, but must let everyone do some feelings in person. Good hybrid, is to try out. Like this test drive, including the 1300 km long endurance challenge we held before, there are also other competitors participating, and the test results are also obvious to everyone. ”
In the actual measurement of Shangri-La at an altitude of 3000-4000 meters, my team and I carried out hundreds of kilometers of mountain road trekking and test drives around the lake, and in the normal driving state of non-shooting, the fuel consumption only ran to 5.3L/100KM. Even with the air conditioner turned on for a long period of static idle shooting, the fuel consumption only went to 6.5L/100KM.
In terms of space, ride comfort, driving experience, intelligent cockpit and other experiences, I think hoshi L Thor Hi · The X hybrid version also gives the joint venture brand a difficult experience to give, not to mention that this is just a fully equipped car in its early 170,000s.
Write at the end
As mentioned earlier, with self-research as the core, based on user service, strengthening pre-sales and after-sales experience, prioritizing production capacity, etc., Xingyue L Hi · The X Hybrid Version of Thor Hybrid has got the best bullets.
How do I get this bullet out of the Ten Rings?
This topic is too big, and a long cloud review may not be complete. But we are looking for: to build a car with heart, there is a promise, the owner of the car is preferred, adhere to self-research. Perhaps as Mr. Fan said: the service should be deeply rooted in the user, and the brand should grow in self-research.
After three months, half a year, or even a year or two, good products will speak, and user reputation will speak.