Editor-in-Chief | Zhong Kun
Author | Off the space
Edit | Chen Shuhao
Reports from car hoist circles
Changan Auchan, what is your first impression of this brand?
I believe that the vast majority of people's first impression of them will be this, commercial models.
It is true that Changan Auchan did start with commercial, but it does not mean that they only do commercial vehicles, as early as 2018, Changan Auchan announced the development strategy of passenger cars, and since then it has been committed to becoming a force that cannot be ignored in China's passenger autonomous car companies.
However, although the passenger car market cake is large, if you want to eat, you need to rely more on your own comprehensive strength, including the strategic positioning of the model, design details, user service, etc. Just build a car and sell it.
The first strategic model launched by Auchan at that time, Cosay, aimed at the "baby car" market with huge development prospects, 3 rows of seats, large space, and material configuration are good; but the brand has just been transformed, the commercial DNA is still strong, and to this day this model is still not successful.
But Auchan is strong, they are very able to summarize the successful experience from the details, and in the next step to amplify and strengthen this advantage. This down-to-earth approach is a bit similar to Great Wall Motors, aiming at a point, becoming bigger and stronger, and even bringing new categories of models, and then continuously succeeding.
After Kosai, the most important model of Changan Auchan is the X7 PLUS listed in the second half of last year, aiming at the more mainstream compact home SUV market, and using the latest powertrain and platform of Changan Group, and also continuing the user segmentation scene design handed down from the previous Kosai era, including software car machines, face recognition, etc. Users like it and are very satisfied. So far, its sales have been considered successful.
However, changan Auchan's road to advanced upgrading is far from over, just like one of the representatives of its own brands, Great Wall Motors, likes to aim at a point and chase after victory, this time they released a blind new model Z6, which allows us to see the ambition to strengthen the existing segmentation advantages and point to more market share.
Of course, as far as the Changan Auchan Z6 real car that has been unveiled so far, it does have this strength, and it can even be said that it is the first model that will have a "king explosion" effect on the market since the passengerization of Changan Auchan.
Higher-order powertrain + face value design
Auchan brand value has successfully increased
Judging from the information that has been released on The Changan Auchan Z6, the model will have three different powertrains, namely the most representative Blue Whale 1.5T with 7DCT, blue whale 2.0T with 8AT, and the latest iDD plug hybrid powertrain in the field of hybrids.
The three powertrains will not only effectively expand the market width of Changan Auchan Z6, but also effectively improve the image value of its models and brands.
Although there is no specific official information, but 1.5T + 7DCT, the probability will be the same as the current Auchan X7 PLUS, with reference to the approximate size level of the two cars, it is possible that the Z6 of this powertrain will also be the main focus of the 100,000-130,000 level, responsible for the amount of entry, and with design and intelligence and X7 PLUS differentiation coexistence.
The most capable of playing, will be 2.0T + 8AT this, with reference to the second generation of Changan CS75 PLUS, this powertrain of Auchan Z6 may be around 12-15 million, seemingly lower than the 1.5T version of the cost performance, but stronger power, the best 8AT of the same level, coupled with the Z6 model proud of the intelligent and scenario-based selling point, even if the benchmark of the same level of sales of the Haval H6 2.0T, but also can completely fight with one.
Of course, there will be a plug-in hybrid version of iDD that will be released later, although it is not clear that the endurance of this version and the corresponding battery size, but considering that the iDD system itself is a combination of 1.5T + triple clutch + P2 motor + battery, so from the cost inversion, it is entirely possible to set the starting price at about 150,000-160,000, compared with the DM-i hybrid of BYD Song PRO and Song PLUS.
In this way, it will not only mean that Auchan Z6 will enter the most popular field of plug-in and mixing at present, but also rely on BYD's relatively bad intelligent and scenario-based segmentation experience to compete for a larger market share; at the same time, after using the green license plate and targeting new energy customer groups, the iDD's Auchan Z6 will also be "another new energy vehicle company entering the game" as the identity, maximizing consumers with a "brand freshness", just like the major new forces in the new energy field. Can better carry out brand upward related value actions.
Let the brand status in the hearts of consumers rise, form a new energy and intelligent consumer impression, which will be the biggest significance of this iDD hybrid Auchan Z6.
Of course, to achieve the upward image, the appearance and design sense are also an important part. From the details of the exterior, interior and LOGO design of the iDD version of the Z6 real car that have been announced so far, the sense of technology and avant-garde is directly full, and auchan's logo is also very cleverly integrated with the mecha-style design, with the future green license plate, the iDD hybrid version of Z6 seems to have been successful.
Further refine the user scenario
Make the traditional advantage bigger and stronger
Looks, design and a good enough powertrain have given the Z6 a foundation for success. But we also know how fierce the competition in today's 100,000-level compact SUV market is, and the major hot-selling models have long filled in various segments, and they have already built their own unique competitive advantage moat.
So why do we think that Changan Auchan Z6 will still become the "king fried" of this market?
The answer lies in the highlights of the new car they have already completed.
Changan Auchan said that they have deeply studied dozens of users' high-frequency car scenes and continued to optimize them, which can bring users the best experience.
Looking closely, Chang'an Ou shang was telling the big truth, not bragging, not fake.
For example, many models today have automatic parking and berthing out functions; but in actual use, the more common demand scenario of automatic parking is a narrow parking space, the door cannot be opened, and the driver is inconvenient to get on the car. Looking at the entire market, the models that can support the driver to automatically park the car without getting into the car can be counted with two hands, and the actual user experience is good, and one hand is enough.
And what did Changan Auchan do for the Z6? The car is equipped with four high-sensitivity microphones, unprecedented support for "voice control outside the car", the world's first, only one sentence, it can start to open the parking space by itself, and the ease of use is directly full.
This function, the old drivers of the crowded parking environment in the old residential areas of the city have called out to the insiders when they see it.
Based on the outside microphone, Auchan Z6 also supports voice to open the electric trunk and other functions, after the end of the shopping in large bags, compared with the design of the traditional kick induction electric trunk, it is also a better humanized experience.
In addition, the Changan Auchan Z6 defined as a "robot car" has more humanized scene functions, including their respective car scene modes, voice prompts for outsiders, etc. Considering that it also supports OTA upgrade functions, in the future you can think of a variety of "awkward" car scenes, it will have a most humane solution.
This advantage point, Changan Auchan Z6 is the only one in the market. Optimized for the details of various car scenes to the extreme, it is really difficult not to be heartwarming.
In addition to the "humanized" full score, in the most basic ergonomics, Changan Auchan Z6 also showed a high degree of achievement, to the announced button of the real car automatic driving assistance system, it uses one of the design schemes that are currently well received by the industry. You can open the adaptive cruise with a key of a fool, there is no traditional kind of trouble of opening and then pressing SET settings, and for different car owners for lane departure warning, lane keeping different scene needs, it can be adjusted with a small physical button, unlike some models integrated into the gear lever or central control screen, the experience will be better.
At the same time, it can be seen that the three core functions of lane assistance, cruise assistance and distance adjustment in the medium and high-speed scenes, with the 360-degree panoramic image of the low-speed scene, Changan Auchan Z6 are all put together, which also eliminates the threshold for different drivers to learn, which is easy to use and easy to understand.
And these are just the tip of the iceberg of Changan Auchan Z6 to do fine, do a good job of user use scenarios, in my communication with a number of old drivers these days, many people have expressed their recognition of the details of this car, but also showed a strong interest in buying.
So write at the end:
After nearly 4 years of brand passengerization strategy, Changan Auchan Z6, for the first time let me see the core competitive advantage of the Changan Auchan brand, different from the stereotype of changan Auchan commercialization and "low-end Chang'an" before, today's Changan Auchan is clearly walking on another differentiated track, it also has high quality, positioning is not low-end, and there is also a different intelligent and humanized scene experience from competing brands.
If the price of auchan Z6, which was officially listed in the later period, is enough to surprise, the market structure of the entire 100,000-level compact SUV may even be rewritten.
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