In 2021, a friend of Che Yunqi's in Shanghai bought the family's first car for daily commuting. This car is neither a fuel car nor a pure electric car that is currently hot, but a plug-in hybrid vehicle that was still relatively unpopular last year.
When I asked why, my friend replied that the policy of buying new energy vehicles in Shanghai to issue green cards for free will end by the end of 2023, but there are rumors that the policy for plug-in vehicles will be terminated early. To eliminate uncertainty, he chose to buy in advance.
The friend is a foreigner who has been working in Shanghai for less than 5 years, and Shanghai's free license plate policy for new energy vehicles has allowed him to realize his desire to own his first car in advance. With this car, he avoided the trouble of commuting to work every day and squeezing the subway, and added more joy to driving to self-driving on weekends. More importantly, this plug-in car also meets his needs for more than 1,000 kilometers of home trips several times a year. "The battery life anxiety and charging anxiety of the pure tram make me dare not drive it on the long way home." He told me.
The friend chose a pure electric endurance of 120 kilometers of plug-in tram, he told me that the usual commute can be used pure electric drive, only long-distance running will open the hybrid mode, even if the electricity is exhausted, the car's power loss fuel consumption is much lower than that of pure oil vehicles. Moreover, this plug-in mixed car is only 20,000 to 30,000 yuan more expensive than the same level of oil truck. In summary, the plug-in mixed car is actually more economical and practical than the oil car.
Friends also told me that many colleagues and classmates around him have chosen to plug in the mixed car as the first car in his life, and his choice to insert the mixed car is also influenced by these people. In fact, plug-in mixed cars are becoming the first choice for more and more people who just need it.
According to the insurance number, including extended range electric vehicles, the proportion of plug-in hybrid vehicles in new energy vehicles has increased from 15% a year ago to the latest 24%, and sales in February this year increased by 416%, which is nearly twice the growth rate of pure electric vehicles by 234%.
Since last year, many independent brands have begun to launch hybrid models with long pure electric endurance, BYD's DM-i family, Geely's Thor Hi · X model, Wei brand's smart DHT-PHEV family, and the newly added Changan iDD plug-in hybrid model.
These newly launched plug-and-mix models subvert people's previous inherent impression of the type of car as "a dragon with electricity, a worm without electricity", because they generally achieve a pure electric endurance of more than 100 kilometers in addition to inheriting the usual fuel-saving advantages of hybrid vehicles. This gave consumers a reason to choose them, and the market for plug-in cars suddenly became lively.
"I've always thought that hybrids should be on par with pure trams, at least in recent years." Yang Dayong, vice president of Changan Automobile, told Che Yun in a recent interview. He also said that in the next few years, hybrid vehicles will be equally divided with pure trams.
Changan UNI-K iDD plug-in hybrid car has just announced the official guidance price, the car starting price of 17.69 ~ 192,900 yuan, pure electric endurance of 130 kilometers. UNI-K iDD is a sign that Changan Automobile's high-end sequence UNI family has officially entered the new energy vehicle market, and it is also believed that Changan Automobile has sounded the clarion call to attack the new energy vehicle market.
As a state-owned enterprise with a strong root, Changan Automobile bears more social responsibilities and obligations, so they act more cautiously and judge risk awareness more than others. But Yang Dayong firmly said that this time Changan Automobile wanted to understand and was ready. "It should be said that starting from today, Changan Automobile has officially sounded the clarion call for development in the field of new energy." Yang Dayong said.
So, is Changan Automobile really ready, and how to understand what Yang Dayong said about "Changan Automobile has sounded the clarion call to attack the new energy vehicle market"?
Hybrids should be on a par with pure trams
In fact, Changan Automobile is one of the earliest car companies in China to start the research and development of new energy vehicles, as early as 2001, it established the New Energy Research Institute, developed the first hybrid prototype a year later, and even 20 Changan hybrid vehicles were selected as the designated vehicles for demonstration operation during the 2008 Beijing Olympic Games.
In terms of technology accumulation, Changan Automobile currently has more than 400 core technologies in the field of new energy, such as the "seven-in-one" electric drive system with deep integration of functions such as "motor, reducer, motor controller", and the "seven-in-one" intelligent vehicle domain controller that can be OTA. "To date, in addition to the field of batteries, Changan Automobile has mastered all the core technologies in the new energy system." Yang Dayong said.
However, in the past few years of rapid development of the new energy vehicle market, Changan Automobile's performance has not been as eye-catching as people think.
In 2021, when the market is in full swing, Changan Automobile's new energy vehicle sales exceed 100,000 units, although it is a good result, but most of the sales are concentrated on the low-end car Ben E-Star. Obviously, it is not in line with Changan Automobile's original intention of relying on new energy vehicles to enhance its brand image.
In this regard, Yang Dayong explained: "Overall, we have a little more judgment on risk awareness, and if we don't figure out the business model of this industry, we will not rush in." ”
Changan Automobile originally expected the inflection point of new energy vehicles to arrive in 2025, but with the penetration rate of the new energy vehicle market reaching 15% in 2021, Changan Automobile decided to launch an offensive against the new energy vehicle market. "We think we figure it out and we're ready." Yang Dayong said.
Although Changan Automobile's previous forecast for the development of the new energy vehicle market is slightly conservative, its strategic deployment and capital preparation, as well as talent reserves, have already begun to lay out in advance, and have now completed the development path of multi-legged walking.
In terms of high-end, Changan Automobile launched the Avita brand last year and unveiled the first high-end intelligent electric vehicle, the Avita 11. The car has a comprehensive endurance of more than 700 kilometers, and has a zero-hundred acceleration capacity of less than 4 seconds, as well as advanced technology of 200kW high-voltage super fast charging and 400Tops hashrate. The Avita brand will be the pioneer officer of Changan Automobile to establish a high-end brand image.
In the mass market, Changan New Energy, which has become independent, is the main force in the electrification transformation of Changan Automobile. In January this year, Changan New Energy's B round of financing raised nearly 5 billion yuan, with nearly 2 billion yuan of over-planned financing, and social capital appeared for the first time among investors. This shows that capital has excellent expectations for The products and technologies of Changan New Energy.
The upcoming Changan New Energy C385 is based on a pure electric platform, which will change people's previous impressions of Changan electric vehicles. Yang Dayong revealed that the market feedback of the C385 is good, and the pre-sale order exceeded 50,000 units in only 4 days.
In response to the broader electrification of fuel vehicles, Changan Automobile has adopted a approach similar to Geely and the Great Wall, first converting some fuel vehicles into hybrid models. The target group of the recently launched UNI-K iDD is a wider range of oil truck users. "PHEV converts oil cars, not too many trams." Yang Dayong said.
"Changan Automobile's fuel vehicles account for a large proportion, and we are transforming to pure electricity, so while Changan New Energy is driving development with EVs, Changan Automobile is also moving forward through PHEV." This is the internal logic of Yang Dayong's statement that "Changan Automobile has sounded the clarion call to attack the new energy vehicle market".
By 2025, Changan Automobile's new energy vehicle sales target is 1.05 million units, accounting for 35%, and in 2030, the sales target for new energy vehicles is 2.7 million units, accounting for 60%. Some of this sales will be done by plugging in hybrids.
"I've always thought hybrids should be on par with EVs, at least in recent years." Yang Dayong believes that UNI-K iDD will fully demonstrate its competitiveness in the market.
The first year of all-round efforts towards the field of new energy
Yang Dayong said that most families in China currently have only one car. Families with only one car choose pure trams, and Yang Dayong believes that it takes courage to do so under the current conditions where the infrastructure is not yet perfect.
Therefore, he believes that it will take time to fully open up the mid-range market by pure trams. "Pure trams must be the direction of the future, but for now, there may be a transition period." Yang Dayong said that there is a need for an innovative product to solve the problem of the transition period.
Therefore, Yang Dayong said that in the next 10 years, PHEV and REEV hybrid passenger cars will continue to be important players in the market.
UNI-K iDD is one of the key players.
Yang Dayong said that the core value of UNI-K iDD is reflected in the word "global", that is, full-speed domain, full-field domain, full-temperature domain, and full-time domain.
Among them, the "full speed domain" refers to whether it is a low-speed start or a high-speed overtaking, UNI-K iDD has a good performance. Although it is a medium-sized SUV weighing 2 tons, it can accelerate by only 8.1 seconds per 100 kilometers, and the maximum speed can exceed 200km/h.
The "full field" is mainly reflected in three characteristics. The first is the long endurance and low energy consumption in the whole scenario - NEDC working condition pure electric endurance of 130km, which can ensure that the EV mode can meet the daily commuting needs of users; the comprehensive cruising range of full fuel and full power can reach 1100km, which can meet long-distance travel; even in the daily power state, UNI-K iDD poor electric fuel consumption (NEDC) is only 5L/100km, which is 40% more fuel-efficient than the same level of fuel vehicles.
Secondly, in scenarios such as low power and continuous long uphill, the power of UNI-K iDD will not be significantly attenuated.
In addition, the UNI-K iDD series is equipped with 6.6kW AC fast charging and DC fast charging as standard, and supports 220V home charging function, while equipped with 3.3kW external discharge gun, so that UNI-K iDD anytime and anywhere into a "mobile power station", can meet the user's travel lighting, cooking, reverse charging and other diversified life needs.
In terms of the full temperature range, thanks to the excellent battery pack management strategy, the UNI-K iDD ensures stable vehicle performance in the ambient temperature range of minus 35 °C to 55 °C.
"Full time domain" means that it can achieve 24-hour battery safety monitoring.
It can be said that the listing of UNI-K iDD officially opened the prelude to the UNI sequence's entry into the new energy vehicle market. "UNI-V iDD will meet you in the second half of 2022." Yang Dayong said that this year is the first year of Changan Automobile's comprehensive efforts in the field of new energy, and it is also a big year for Changan Automobile to launch new products in the field of new energy. "We will release no less than 5 new energy products, including bev, PHEV, REEV and FCV and other full-technology routes, which is very worth looking forward to." Yang Dayong said.
Change the image of the customer
The ultimate goal of Changan Automobile's transformation is to become a truly intelligent and low-carbon travel technology company, and the measures to achieve this goal are not only reflected in the electrification and intelligent transformation of the product side, but also to change the image of customers.
In this regard, Changan Automobile officially proposed the transformation measure of "from serving customers to operating customers", and regarded "operating customers" as the key strategic fulcrum for the transformation of enterprises into intelligent travel technology companies. As a reflection of the transformation to "operating customers", Changan Automobile announced the launch of the "UNI Service" experiential service as a new experience for the new service.
"UNI Service" is a new service industry that is seamlessly connected online and offline, and the goal is to bring Changan Automobile's 20 million users the ultimate service experience with temperature, personalization and expectations.
In terms of online experience, UNI Service integrates the vehicle-machine terminal, client, consultant terminal, and factory end, opening up the full link and full service scenarios, and providing an efficient and convenient service experience. On the one hand, UNI Service realizes rapid response to user services, and can complete reservation services such as reservation parking, car washing and beauty, and fast repair and quick insurance through the APP, which greatly shortens the waiting time. On the other hand, based on the intelligent cloud diagnosis technology, UNI Service has also launched 6 car abnormality reminders and 7 car fault reminder services such as windows, sunroofs, and unclosed lights, upgrading passive services to smart active services.
In terms of offline experience, UNI Service has added three new service formats: brand experience space, workshop and self-made space. The brand experience space is located in the core life business circle of the city, which can provide users and fans with diversified peripheral services. For example, holding a happy birthday party for children in the store, or drinking a cup of UNI coffee after shopping for a short break, becoming a "base" for customers to shop and relax. Different from other experience stores, UNI Service also relies on the brand experience space layout workshop to provide car owners with convenient and efficient car service. Allow users to shop at the same time, they can carry out car washing, beauty and basic maintenance services, greatly reducing time costs. The self-built space is positioned as a vehicle modification center, where users can communicate directly with the modification masters, and even draw a blueprint for the car themselves, and the engineer will turn the idea into reality.
In terms of scene creation, UNI Service provides intelligent and active, efficient and convenient, open and transparent, and co-creation and sharing of high-experience service scenarios. Wisdom initiative, that is, based on smart cloud diagnosis technology, will launch various active services, so that the service has no size, no reminder is missing, and there is no trouble with the car. Efficient and convenient, that is, with the customer as the C position, open up the app, the car machine, consultant, manufacturer four ports to provide butler service. Open and transparent, that is, the online of various businesses and payments, to achieve car selection, car purchase, car sales valuation, modification direct selection, maintenance projects and content self-selection and other processes online, transparent, to ensure that consumption is worry-free. Co-creation and sharing, that is, adhere to the common growth and mutual achievement with customers, always regard customers as brand partners, expand the ecosystem together, and provide intimate services beyond cars.
Changan Automobile also said that by 2022, the label of "UNI Service" smart service will be more prominent in changan automobile's service content. At that time, a series of new service contents will be launched one after another, and intelligent services such as smart cloud services, intelligent maintenance, security protection, and journey care will bring customers a more efficient and convenient experience.
"The perception of the future sense of technology and the brand brings customers a sense of playability and customization, and the UNI brand is going in this direction in the future." Yang Dayong said.
Che Yun Summary:
Wolf culture has always been the corporate culture advocated by Changan Automobile, and it is also a significant sign that it is different from other state-owned enterprises. This is because Changan Automobile always sees itself as an entrepreneur, and only in this way can it seize every major opportunity for historical change.
In 1984, Changan Automobile opened its first innovation and entrepreneurship, which allowed it to seize the first wave of reform of Chinese automobiles and smoothly enter the vehicle manufacturing industry.
At the beginning of the 21st century, when faced with the historic turning point of Chinese automobiles that cars can also enter ordinary families, Changan Automobile launched its second innovation and entrepreneurship, this time aiming to enter the field of passenger cars. Thanks to its first entrepreneurial experience, Changan Automobile successfully gained a firm foothold in the field of passenger cars and once became a leader in Chinese auto brands.
In the face of the technological revolution characterized by intelligence, networking, new energy, driverless driving, etc. sweeping the automotive industry, Changan Automobile resolutely launched the third innovation and entrepreneurship plan, and will become a truly intelligent low-carbon travel technology company as its mission.
This is an era of drastic changes, technological changes, consumer demand changes at a much faster and more complex rate than imagined, and a new pattern is taking shape.
Wolf Chang'an can always adapt to change at the fastest speed, and it has proved a truth with more than 30 years of entrepreneurial experience - only reform has a way out, and only struggle can succeed. This is the historical definition of wolf culture.
"We must pay more arduous and tenacious efforts, the courage of change into the initiative, enterprising, innovative wolf characteristics, convergence into a keen sense of smell, firm goals, initiative, unity and cooperation, the ultimate efficiency of self-growth, in line with people's yearning for a better travel, from the needs and experience of customers, to provide a high-quality travel life."
This is Changan Automobile's interpretation of wolf culture.
Wolf nature Chang'an, no longer hesitate at this moment.