On April 13, Dongfeng Fengshen Haoji, the first SUV built by Dongfeng based on the new DSMA platform, completed its official debut. The new car is equipped with two sets of powertrains, in addition to the Mach-powered 1.5T high-powered engine that we are more familiar with, the new car will also be equipped with the latest Mach dual-engine MHD hybrid system.
In terms of positioning, Haoji will enter the compact market with the product standard of intermediate SUVs. At the same time, it will also solve the user's troubles and pain points in the real car scene from the virtual perspective of "Meta-universe Hao Sister", which is also very rare in the current model of the same level.
What is there to see in this new car? What strategic purpose does Dongfeng Fengshen hope to achieve through it? Let the kung fu car take everyone to see it together.
(1) Shoulder the heavy responsibility of brand upwards and achieve annual goals
Dongfeng Fengshen's recent momentum is good, with sales reaching 45,889 vehicles in the first quarter of this year, an increase of 165% year-on-year, not only far outperforming the market, but even surpassing sales in the first half of last year. However, according to the company's annual sales target of 200,000 vehicles this year, it still only completed 22.94% of the annual sales target and did not reach 25% of the KPI.
A closer look, from January to February this year, the cumulative sales of Dongfeng Fengshen Yixuan, AX7 and E70 models were 15991 vehicles, 7101 vehicles and 6135 vehicles, respectively, and the performance was actually quite stable. Although the first quarter is the off-season of traditional car sales, in the case of the continuous impact of the epidemic, no one can be sure that the next sales will be very smooth, relying only on these three cars to achieve the annual sales target of 200,000, can not be said to be completely impossible, at least not very safe.
From the current situation, Haoji is the "backhand" left by Dongfeng Fengshen to achieve the 2022 goal, and its mission is to become a cardiotonic agent for Fengshen's sales growth and annual target achievement.
In addition, as the first SUV model built by Dongfeng Group based on the DSMA advanced modular architecture platform, Haoji also shoulders the heavy responsibility of brand soaring. As a veteran car company, Dongfeng Fengshen has not performed well in the high-end SUV market in recent years. Haoji's task is to strengthen everyone's understanding of the Fengshen brand through strong product force. At the same time, through the blessing of intelligence, it strengthens the attractiveness of young users.
Burdened with these two tasks, the Wind God's design for Haoji naturally could not be sloppy. Judging from the strength it shows, it can be said that it is extremely loved by thousands of people.
(2) Gao Yan, Gao Zhi, Meta-universe immersive play car attack
As a pioneering work that makes Dongfeng Fengshen rank among the mainstream platforms, the biggest advantage of DSMA is the flexibility in design and the creativity of intelligent domain control of the whole vehicle. From Haoji, these two points have been perfectly reflected.
In terms of shape design, Haoji uses the most natural wind language design, and its front face achieves a perfect balance between softness and strength. The straight waterfall front grille tears through the rapids like a wind blade, bringing a strong sense of power, and the integrated running lights and the linkage of the flowing day lights give people a feeling of moving with the wind. The new car also adds 4 additional light language animation modes, which can not only realize the interaction between people and cars, but also directly fill the sense of ceremony.
Slender and elegant figure, slowly sliding streamlined roof, extreme wind swing D-pillar, stacked wave rear, these designs are quite novel, atmospheric and stylish, very able to show the designer's skills.
In terms of space realization, Haoji is also quite outstanding. As an SUV that focuses on the compact market, it has an extreme width of 1910mm and a cross-section wheelbase of 2825mm, which allows users to directly enjoy the largest horizontal and vertical rear space in its class, and easily say goodbye to the compact.
Nearly 54% of the interior of the new car is covered with NAPPA texture soft, and the entire inner cabin is extremely prominent and luxurious. Coupled with the blessing of the zero-pressure large sofa seat, it can not only provide regular package support, but also feel its delicate skin, and the comfort has been elevated to a new dimension.
Unlike the rigidity of the joint venture cars, Haoji's rear seat backrest can be adjusted in 10 steps, coupled with comfortable aviation headrests, allowing users to easily find the right sitting position. The flat reclining function of the rear seats can be combined with comfort and practicality in multiple scenes. In terms of practicality, it is definitely enough to satisfy young people.
Haoji is also equipped with the empathetic car assistant "Hao Sister", which has a very powerful voice interaction function. As long as the owner clearly issues instructions, Hao Sister can immediately provide the most intimate service response. Haoji's car and machine system has a strong recognition ability, even in the noisy environment of the urban area, it can accurately identify user commands.
In order to make the image of the intelligent new car deeply rooted in the hearts of the people, Haoji is also equipped with a gamepad-style concept steering wheel. It has a simple and versatile design, while also having just the right feel and feedback logic, which can be adapted to the requirements of the user's hand blind exercise and can also be used with the intelligent voice system.
The new car is also equipped with a 540-degree panoramic image function, in addition to the 360-degree high-definition display around the body, it can also observe the road conditions under the chassis in real time, so that there are no dead corners during the driving process. AR projection intelligent tailgate can let users feel the dream linkage with intelligent technology, and no longer need "Golden Rooster Independence" after shopping.
(3) The magnetic levitation in the hybrid SUV is coming, the market or sudden change?
The Mach-powered 1.5T engine, known for its track performance, has become the trump card of Dongfeng Fengshen. After all, it already has a maximum power of 150kW and a maximum torque of 305Nm, which is no less than most 2.0T engines, and the fuel saving effect is also quite prominent.
But in Haoji, it is no longer the focus of publicity, and instead of the new Mach dual-engine MHD hybrid system. The biggest advantage of this system is that it can achieve both fuel consumption and power.
The core of this system is its Mach power HD120 hybrid electric drive system, Fengshen solved the independent intellectual property rights of the core IGBT module of the electric drive, and made a set of 9-in-1 highly integrated system. It integrates components such as drive motors, gearboxes, generators, and inverters, greatly reducing the volume and weight of the entire hybrid system, while also improving the efficiency of the electric drive system.
Combined with excellent system control, Haoji's hybrid system can achieve more than 90% system efficiency at 90% of the operating conditions, and the kinetic energy conversion of the engine and drive motor is retained to the greatest extent. The combined power of the new car has reached 180 kW, and it has a system integrated torque of 540 Nm, which is not inferior to the 3.0T V6 engine. At the same time, its starting acceleration response time has been shortened to 0.15s, and the starting action is completed in an instant, which can be called "magnetic levitation in hybrid SUV".
In addition, Haoji's Mach Dual Engine Power can also provide "i-driving fun mode", which can achieve 8 power custom adjustment modes and two steering force adjustments. Drivers can arrange and combine the four modes of performance, fuel saving, driving control and driving fun to provide a rich and personalized experience.
With the strong addition of Haoji, I am afraid that the follow-up domestic hybrid market will usher in a new wave of impact.
(4) Kung Fu shooting
According to official sources, Haoji will open reservations in late May 2022 and will be officially listed in the third quarter. Innovative design, excellent space, ultra-high intelligence, and a strong power system, its emergence will undoubtedly have an impact on the inherent pattern of the current mainstream SUVs. While helping Dongfeng Fengshen to complete the annual sales target "punch card", it further realizes the upward breakthrough of the brand.
This "pole" of Haoji, and the real "pole" may become the terminator of compact SUVs.