Almost overnight, the hybrid car market set off a bloody storm.
As more and more Chinese car brands enter this huge market, Dongfeng Fengshen Haoji is not willing to show weakness and has made a heavy appearance a few days ago.
At this moment, Haoji shouted out "It is very likely to be a compact SUV terminator." This was a big counterattack of the East Wind God, and it could be seen that Haoji was prepared, and his strength was good and he was extremely confident.
So, Haoji, by what to shake the mainstream independent brand SUV, can it hit it in one hit?
Tianshi: Hybrid is the trend of the times, and Fengshen Haoji has pinpointed the pulse of consumer trends
For Haoji, first of all, it chose the right path. That is the huge prospect of the hybrid market and the high recognition of the consumer market.
For many years, consumers have mostly only two options for buying a car – either a traditional fuel car or a pure electric car.
Both have pros and cons and many disadvantages. For example, traditional fuel vehicles are always criticized in the face of high oil prices and environmental protection trends, and their playability lags behind. Although pure electric vehicles currently have a strong momentum, the cost of use is lower, and the intelligent interconnection is more suitable for young people, but the mileage anxiety and charging difficulties still exist.
Many people gradually realize that the transformation of fuel vehicles to new energy vehicles cannot be achieved overnight, and hybrid vehicles are the best choice in the transition period.
For car companies, hybrid vehicles can not only meet the double integration requirements in a better state, meet the goal of carbon neutrality, but also bring better quietness, smoothness and fuel economy for users. From the perspective of the national market situation, the cumulative sales of hybrid vehicles in mainland China in 2021 reached 545,000 units, an increase of 171.1% year-on-year, far higher than the growth of pure electric vehicles.
At the policy level, according to the newly released "Energy-saving and New Energy Vehicle Technology Roadmap 2.0", the fuel consumption of new 100 km of traditional energy passenger cars is 5.6/4.8/4L for 2025/2030/2035. At the same time, by 2035, the sales of new energy vehicles are expected to account for more than 50%. Obviously, in the future, the market share of traditional fuel vehicles will gradually be replaced by hybrid vehicles and other forms of new energy vehicles.
It is foreseeable that the hybrid market, especially the plug-in hybrid model, is a product that is both environmentally friendly and has no mileage anxiety, high retention rate and low cost of use, and the market outbreak is inevitable, and it is expected to continue to last for a long time. From this point of view, Haoji, equipped with Dongfeng Mach dual-engine hybrid technology, is on the right path.
Geographical advantage: Chinese brands work together, Haoji seizes the market dividend
For Haoji, it also has a unique geographical advantage.
For the general environment of China's hybrid market, Chinese auto brands have broken the long-term monopoly of Honda and Toyota since last year, relying on hybridization to break the long-term monopoly of honda and Toyota, and after breaking through the technical blockade of Shuangtian, Chinese auto brands have achieved their respective technical advantages in the hybrid market, of course, it has also triggered a hybrid war.
Prior to this, BYD relied on the hybrid product matrix such as Qin PLUS DM-i, Song MAX DM-i, and Han DM-i to achieve a significant reversal in sales volume and word of mouth. In addition, Geely Xingyue L, Thor Hybrid Edition, Changan UNI-K iDD, Chery Kunpeng Power, Great Wall Wei brand Mocha DHT-PHEV and other hybrid products have been listed, the hybrid market has become extremely competitive for a time, but from another point of view, more and more Chinese car brands have joined, so that the capacity of this market has expanded again, of course, it is more testing the technical background and product strength of latecomers.
Dongfeng Fengshen Haoji entered the market in such a context.
Haoji's goal is to "enter the compact market with the product standard of a mid-level SUV, and strive to become the most dynamic 'catfish' in the independent mainstream SUV with the advantage of leapfrogging." ”
With such a mentality and such a goal, Haoji shouted out "it is very likely to be a compact SUV terminator" and hoped to shake the mainstream independent brand SUV market.
So, haoji, which has the advantage of time and place, can really stand out and be a blockbuster? Let's take a look at the confidence that its product strength brings to it.
People: product strength is excellent, Haoji's "robbery" war
Of course, becoming a "compact SUV terminator" is not easy, and it is not as simple as shouting slogans.
In this market, it has always been the most competitive market. Consumers are sensitive to the price of products in this range, and they are very concerned about product performance and technical background, but if they can grab the sincerity of consumers in this market, they can quickly achieve a breakthrough in the market.
As the first SUV of the Dongfeng DSMA platform, and also the first SUV of the Dongfeng Mach Double Engine, the appearance of Haoji announced that dongfeng fengshen joined the "hybrid" war, and also announced the confidence of Dongfeng fengshen's "robbery" war.
Among the hot selling models of autonomous compact SUV in the past year, Changan CS75PLUS, Haval H6, and Hoshigoshi L have always been regular customers in the sales list, and Haoji has faced many opponents.
However, judging from some of the data released by Haoji at present, it has gradually opened up some gaps with its opponents and competed with the regulars on the compact SUV sales list in a "dimensionality reduction" manner.
For example, the wheelbase of Haoji is 2825mm, while the Haval H6 is 2738mm, and the Changan CS75 PLUS is 2710mm, and the wheelbase of Haoji has reached the level of medium-sized SUVs. In addition, the body width of Haoji is 1910mm, while the Haval H6 is 1886mm and the Changan CS75 PLUS is 1865mm. Overall, Haoji's spatial performance is very promising to set a new standard of the same level.
In addition, Haoji also borrowed some of the advantages of the new forces in building cars. For example, the electric leg rest is designed for the "Queen Co-driver", and the luxury grade is immediately presented with wood.
For example, Haoji's AR projection intelligent tailgate is very interesting, it can make the small details of daily life more intimate, it can be said that it has done a lot of homework from "winning people's hearts".
For example, the Mach dual-engine MHD hybrid system equipped with Haoji can switch between electric, hybrid and direct engine at will, with a thermal efficiency of 41.07%, a maximum output of 180kW of comprehensive power, and a peak torque of 540N·m, which is believed to be a great surprise in the driving experience and cost of use.
In general, this time Haoji adopted the strategy of Tianji horse racing, with the power, intelligence and space "long board" that only the "medium-sized SUV" has, directly hit the soft underbelly of the joint venture and the independent compact SUV, this "dimensionality reduction attack", with the "intermediate" to play the "compact" strategy, is Haoji's confidence and courage to break the existing pattern of compact SUV.
summary:
Haoji's goal of being a "compact SUV terminator" is actually not difficult.
In 2021, under the double impact of the scattered outbreak of the epidemic and the "lack of core", the sales volume of Dongfeng Fengshen soared by 73% year-on-year to 122,000 units. Not only did it meet its sales target of 120,000 units on schedule. It also reversed the decline for four consecutive years since 2017.
This is a good start and a time to rush forward. Therefore, at the beginning of this year, Dongfeng Fengshen proposed a sales target of 200,000 vehicles. And the data shows that it all starts with a "good beginning."
In March this year, Dongfeng Fengshen sold 15,711 vehicles, an increase of 123% year-on-year. The cumulative sales in the first quarter increased by 165% year-on-year to 45,889 vehicles, and even exceeded the sales volume in the first half of last year, creating the best quarter in the history of Fengshen.
Judging from the current sales data and growth rate, Dongfeng Fengshen is "very likely" capable of achieving the established sales plan. But Dongfeng Fengshen also needs a car that can break the pattern, which is the future mission of Haoji.
Not only is the product force good, but haoji's current marketing is also remarkable. In particular, some market strategies for young people have successfully circled countless fans. Whether it is the appearance of this meta-universe, or the appearance of Hao's sister's virtual character, Haoji is well versed in how to meet consumers' car preferences, more and more youthful marketing methods, and the same frequency resonance language with Generation Z and Generation Y, all of which make Fengshen more young and fashionable, I believe that with the addition of Haoji, the "robbery" war of Dongfeng Fengshen can finally complete the mission of "Terminator".