【Introduction: Artuco is a new category of professional SUVs created for China's pure electric vehicle market, opening up a new market segment. The mission and responsibility carried by Artukao represents the new trend of automobile joint ventures and has the significance of a weather vane. 】
Written by | Yan Guangming and edited by | Hezi
Atukao's appearance is interesting. To sum up, there are roughly three. First of all, this is the product of the deep integration of the automotive post-joint venture era, with distinct "positive growth" characteristics; second, the highly international pure electric SUV is unique and has distinct personalized characteristics; secondly, it provides a new path for the development of automobile joint ventures, with distinct complementary advantages.
These three major points of view have built attuco's product pattern, product endorsement and market positioning. Therefore, the mission and responsibility carried by Artuka represents the new trend of automobile joint ventures, which has the significance of a weather vane, which is one of them. From the perspective of the listing node, coinciding with the tenth anniversary of the establishment of GAC Mitsubishi, this car is a gift as a gift for the results of the joint venture, and it is also the opening of a new starting point, which is the second. If you look at it from a market point of view, there is no such thing as a joint venture brand that cooperates equally, and attaches equal importance to originality and development, which is of great significance, which is the third.
So what exactly did Artuco bring, why is it different, and what is its significance?
Automotive joint ventures need "positive growth"
From last year's Shanghai Auto Show to the Guangzhou Auto Show, Artuco's release and booking have already clarified the significance and value of this new electric vehicle. On the surface, this is a joint venture and cooperative development, for China's new energy vehicle market models, if deeply understood, its significance is not as simple as the outside world interprets (joint venture autonomy), but a strategic option (based on the present and facing the future) adjustment, transformation and development.
Looking back at the models launched by the joint venture in the past, it is not difficult to see that they are all foreign-led and belong to the products of resource stock revitalization, and the proportion of Chinese parties in product technology is limited. This imbalance often affects the gold content of the product, although hanging the LOGO of foreign brands, but the market awareness is still greatly reduced, consumers are also aware. There are many such examples. This can be considered to be one of the characteristics of the automobile joint venture that distinguishes it from the previous joint venture, and aims to deal with localization and policy and regulation strategies.
As we all know, GAC Mitsubishi belongs to the latest batch of Chinese automotive joint ventures, did not harvest the dividends of the best period of the joint venture, but faced the pressure of the post-joint venture, not only facing the challenge of market competitors, but also the lack of adjusting their own products. Fortunately, the Mitsubishi brand has a deep accumulation, is strong in the SUV professional market and product personalization, enjoys a reputation and popularity, especially the pajero with super off-road performance, as well as the world-famous city SUV Orbit, etc., has a group of stable loyal users and hardcore fans, brand awareness and credibility are not low.
From the background of the joint venture, GAC Group belongs to the new force of the rise of Chinese automobiles, and is the most vigorous and potential automobile group in the "new three" (Changan, BAIC and GAC), with rich resources and strength (in 2021, the group achieved automobile production and sales of 2.1381 million units and 2.1444 million units, respectively, an increase of 5.08% and 4.92% year-on-year, and the domestic market share reached 8.16%). Since joining Nissan Renault, Mitsubishi has increased its investment in technology and research and development, making China one of the most important markets, and seeing strategic opportunities for Mitsubishi brand revitalization. And that's exactly what happened. In the eyes of industry insiders, GAC-Mitsubishi is, in a sense, an opportunity for the Mitsubishi brand to revitalize in China. In the past ten years, GAC Mitsubishi has made unremitting efforts for brand building, made great progress, returned to people's vision, became active, and enjoyed the reputation of professional SUVs.
From this point of view, the successful launch of Atuka can be seen as the deep integration of Chinese and foreign parties in one-on-one equal cooperation, and a high degree of consistency in the development of new products, which is different from the "positive growth" of the unilateral model of joint ventures in the past, and finds the best combination point for resource sharing, focusing on development, equality and mutual benefit, etc., which helps to work together to open up a new situation of joint ventures.
Product development requires a "new landscape"
What does Atuka mean? The official explanation is that Atuka is derived from airtrek in English. It contains the meanings of Ambition (ambition to explore the unknown), Interesting (a fun experience), Relationship (discovering the possibility of more relationships), Talent (with extraordinary talent), Regeneration (electrocution), Evolution (continuous attack, decisive evolution), and Key (with the key of wisdom to stimulate "new electrical induction").
Chinese foreign, international in English, accurate expression. Convey the information connotation full of driving fun, highlighting the numbers, "new" electric induction, electromechanical integration, clear and in place. This is based on the needs of consumers at home and abroad, from the three dimensions of texture design, space expression and exquisite craftsmanship to meet the demands of high-value aesthetics, large space function and high quality. Reflect the calm atmosphere, not conventional, highlight the tension of the product concept.
In comparison, this is a distinctive pure electric SUV, and its extraordinary features are not only reflected in the innovative expression of the above three dimensions (compared with relevant data), but also in the cooperative development of complementary advantages, so as to achieve the comprehensive effect of 1+1>2 in the true sense, laying the attributes, genes and positioning of Artuka (control development concept and value orientation), providing a solid foundation for originality and uniqueness. If you look at today from the perspective of the future, the launch of Artuco shows not only the value and significance of the new car itself, but also the strategic vision, that is, the new pattern of the product - pure electric professional SUV.
First of all, Artuka is a world-class pure electric model developed by Mitsubishi according to the needs of the Chinese market (developed according to international standards), using GAC Sandian technology, giving full play to its advantages in their respective fields (Mitsubishi is an expert in SUVs; GAC is a new energy technology expert); secondly, in the process of technical resources, refining and integration, development and implementation, both sides have contributed their own experience accumulation, and this car is also the materialization of both parties' judgments on the current new energy vehicle consumer market; The deep integration of the two sides of the joint venture has found a platform for common output and a fulcrum of the market, and built a "hematopoietic function" of product development.
Through the advent of Artuco, it will contribute to the deep cultivation and layout of the fuel SUV + pure electric SUV market. GAC Mitsubishi has stepped up to a new level in consolidating the foundation and improving the energy level of its products, and has increased its development efforts, accumulating technical strength and product confidence for entering the new energy vehicle market. At present, in addition to the 7-seat Comfort Series that has been released, the new R&D center of GAC Mitsubishi has also begun to be put into operation, thus forming a vehicle factory as the center, the engine plant and the R & D center as two wings, and radiating auto parts supporting enterprises, showing a gratifying trend of "one body and two wings" upward development.
Market positioning requires a "new style"
From the perspective of product attributes, Artuka belongs to the hard-core SUV electric vehicle, inheriting the genes of Mitsubishi off-road vehicles, whether it is style or performance, as well as technology, are different from other models, not only high recognition rate, but also unique, in the words of observers, this is Mitsubishi. Although Artuco is an electric car, the tone of the Mitsubishi brand has not changed. Even if it maintains the brand heritage and quality control texture of Mitsubishi Motors, it can also feel the scientific and technological charm of GAC New Energy.
From the perspective of product positioning and target market, Artuka aims at mature consumers, but also for fans and fans to create a professional SUV electric vehicle, with a strong sense of label and symbolic identity, which is so far the same kind of pure electric vehicles are missing - pure electric off-road genes.
This is Artuco's highlight and selling point. From the perspective of external repercussions and market acceptance, no one will question its professionalism, especially the product itself, which can meet the demands of brand consumption and does not affect the demands of scenarios, in addition to reliability, it is important to achieve more trusted trust than fuel vehicles in electrification and intelligence. According to the comprehensive technical indicators of various energy, Artukao's price of less than 200,000 yuan has stirred up waves once it was announced, indicating the sincerity and confidence of GAC Mitsubishi in the pure electric market.
In the real car experience, Artuka, which is constructed by the exclusive platform of aluminum alloy pure electricity, intelligent interaction, surging driving, real-life navigation, voice interaction, automatic driving assistance, etc., has high safety, lightweight, high performance, high durability, taking into account both sports and comfort, and a large-capacity ternary lithium battery pack, with a cruising range of up to 520 kilometers. Such a product hardcore is born from the inside, and the premium is full. Compared with similar cars, the tension is strong, far more than the high product-price ratio, but the connotation of the "new style", especially the personality and value orientation, all of which are sideways.
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On the whole, Artuka is a new category of professional SUVs created for China's pure electric vehicle market, which has opened up a new market segment; it integrates the advantages of both sides of the joint venture, equal development, integration and innovation, mutual benefit and win-win, providing a new path for the development of the post-joint venture era; the product pattern brought by the new brand is not only the car, but the personalization of mobile consumption in the digital era, and the strength of professional trust.
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