As the pioneer of its own brand cars, Chery has been adhering to independent innovation since its inception, and the soft and hard power accumulated over the decades has now been paid centrally on the new car of OMODA 5 Ou Mengda, and has begun to compete directly with mainstream joint venture brands.
With the continuous improvement of China's manufacturing level, a large number of high value-added products have begun to go global, including the developed countries in Europe and the United States, such as huawei mobile phones that everyone is familiar with. The representative of the automotive industry is none other than Chery, which has won the Chinese brand car export championship for 19 consecutive years.
This year, Chery's first global product line OMODA will officially enter the market, and the first model will be OMODA 5 Ou Mengda. This is Chery's decades-long masterpiece, giving young users who pursue fashion and quality a new choice.
OMODA 5 is named Ou Mengda, and the polytechnic man becomes smaller and fresh meat
From the body size point of view, OMODA 5 Ou Mengda length and width 4400/1830/1588mm, wheelbase of 2630mm, slightly larger than the current market sales of the hot joint venture brand Honda Binzhi and XR-V, from the 11-15 yuan price that has been exposed, there is a direct competitive relationship.
Chery's official positioning is "new generation tide running SUV". "New generation" has the meaning of a new generation and a higher level, while "tide running" has two meanings, one is fashion and trend, and the other is performance and control. Literally, it further shows the meaning of competing with mainstream joint venture brands for young urban white-collar workers.
As early as February 9 this year, OMODA 5 Ou Mengda has been officially launched in the second workshop of assembly in Wuhu, Anhui Province. According to Chery's plan, it will be listed in more than 30 countries around the world this year, and the domestic listing time is June. For Chery, OMODA is not only to create a new product series, but also a comprehensive upgrade of products and brands.
Nowadays, independent brands challenge joint venture brands, not only relying on product power, but also relying on brand power, and it is obviously more difficult to change consumer perceptions. Chery chose to break the game in a global way, which is to comply with the cognitive inertia of consumers.
Contemporary young people have grown up in the context of globalization, so the cognitive framework is also global, and global influence in consumer behavior is a very important plus.
Chery's OMODA series is born with five global genes, such as global research and development, global standards, global quality, global naming, and global listing, and at the same time mingles with young people at the marketing level, all of which are strengthening the concept of "global models".
In terms of design, the front face of the OMODA 5 Ou Mengda is very eye-catching, and when this unbounded matrix grille design was unveiled, it immediately attracted the attention of the industry. This is based on Chery's cutting-edge art in motion design concept, which realizes the perfect combination of light and shadow, interpreting the sharp dynamic sense that breaks through the boundaries and the avant-garde trend perception. This design breaks chery's inherent cognition and embodies the innovative spirit of daring to self-revolution, which is the inherent quality in Chery's DNA.
There are also full LED dynamic sharp light sets, light-speed sports waistlines, double-layer progressive tails, slip-back shapes, 18-inch black high-brightness contrast sports wheels, crystal mapping gears, double 12.3-inch large joint screens, multi-function steering wheels, integrated sports seats... These elements highlight movements and trends, and are extremely attractive to young people.
In terms of communication, Chery has also become more flattering this time, such as naming names and playing with voting. The English name OMODA stands out from more than 10,000 naming schemes offered by young people in more than 30 countries around the world, and is derived from the Latin root word, "O" stands for new, and "MODA" means fashion trend. Chinese Ou Mengda is also chosen by netizens, this direct transliteration method is more in line with the naming conventions of international models, and it can be cool and cute, in line with the painting style of young people's travel trends.
At the same time, it also closely follows the fashion trend and boldly breaks the circle. In the technology circle of "meta-universe" concept is hot, Chery "hired" the virtual idol Ah Xi as a spokesperson, and then around Ah Xi continued to create a meta-universe community, meta-universe co-creation and other tricks. For example, the joint good shop opened the activity of finding the New Year flavor of the OMODA meta-universe, and the joint COSTA coffee opened the activity of finding the new fashion of the OMODA meta-universe.
In addition, in conjunction with the 52TOYS tide brand, in the form of a blind box loved by young people, the OMODA Collection Card Activity was launched in the New Year. On Valentine's Day on February 14 this year, OMODA 5 Ou Mengda also went to Shanghai North Bund Riverside Greenland, had a sweet encounter with everyone, and made a high-profile confession to the new generation of young people around the world.
Through these online and offline activities, Chery resonates with young people at the same frequency, and buries OMODA 5 Ou Mengda as a seed into the hearts of more young people. With OMODA 5 Ou Mengda as the center of the circle, through the construction of a circle layer community, an exclusive fan platform OMODA community is created to enhance the stickiness of brands and users.
Hard power support: technology is the passport, quality is the stepping stone
To quickly increase sales, product line expansion is the most direct and effective way, which is common to the world. However, the key to this kind of play is a deep technical background, so as to form a brand segment between different product lines and avoid internal friction.
If the breakthrough in design and marketing has brought "style charm" to the OMODA series, then Chery's most powerful system ensures the "running grid strength".
At present, Chery's core technical strength in power is the core breakthrough to achieve high, and it is also an important support for Chery's sales in the past two years.
The Kunpeng 1.6TGDI engine, which is all too familiar to everyone, is the core selling point of this car, with a maximum power of 145kW and a peak torque of 290N·m, matching a 7-speed wet dual-clutch transmission, which can achieve a 7-second breakthrough.
Of course, the starting model will be 1.5T+9CVT, the maximum power is 115kW, the peak torque is 230N·m, this power system is widely used in chery system, after the market strict test, with excellent power fluency and reliability, but also has a good user reputation.
Moreover, in the OMODA 5 Ou Mengda, Chery's designers also integrated the super racing mode, when the function is turned on, the cockpit instrument can change the racing mode in seconds, and bring users a more immersive acceleration experience through the professionally tuned immersive sound wave, this design is very pleasing to young people, because speed and passion are the common language of young people around the world.
In addition, Chery's power system has been expanded with the times, in addition to the traditional fuel vehicle system, but also formed a hybrid system, that is, 1.5T + DHT hybrid system, and with the unique technical route of "three engines, three gears, nine modes and eleven speeds", it has become an important pole of the world's hybrid circle. Therefore, the future OMODA series models have a huge imagination space in terms of power.
In terms of intelligence, it also keeps up with the trend, OMODA 5 Ou Mengda has L2.5 intelligent driving assistance system, making the driving experience easier and safer, while Lion Zhiyun Lion 5.0 AI technology smart cockpit, with AI recognition, cloud life, HMI 4.0 interactive interface, voice interaction and other functions, and support Huawei HiCar intelligent interconnection, playability is also very strong.
At the same time, there are SONY hall-level audio, 64 colors of rhythmic atmosphere lights, Hi Fun mode in the car into KTV, tide running mode as if in the track. The forest mode can purify the air in the car within a few seconds, and the forest oxygen bar in the car adds some fun and health assurance to the user's life.
The globalization of standards is the key to Chery's system strength
At present, in the world division of labor, Chinese manufacturing is more in the form of OEM, so although Chinese-made products are everywhere, the internationalization ability of Chinese brands is still very weak, especially high-end products, and Chery is relatively good.
In fact, globalization is not a simple product export, the OEM model is a screw under other people's system, and the internationalization of the brand is the core, behind which is a system of overall packaging export, which needs to meet the international standards.
Chery's OMODA series is a global R&D product, which takes into account global regulatory standards in the early stage of R&D, including global user surveys, global limit testing, and vehicle and machine systems for global users.
Chery has invested enough money in the OMODA 5 Omonda, which has experienced different extreme environments such as the dusty roads of Brazil, the steep slopes of the plateau in Mexico, the high temperatures in Saudi Arabia, the humid heat in Indonesia, the desert river \ the high cold in Russia and so on.
Take safety as an example: the OMODA 5 has been crash-tested for nearly 170 vehicles before it hit the market. Judging from the results, it can meet the five major collision standards of China's C-NCAP, EU E-NCAP, Central and South American L-NCAP, Southeast Asia ASEAN-NCAP and Australia A-NCAP.
In addition, OMODA 5 also meets the emission standards, collision safety, pedestrian protection and other standards of Russia, Brazil, Gulf GCC, Chile, as well as the regulatory requirements of 16 countries such as Egypt, Argentina, Ecuador, Algeria, etc., and has obtained a number of certifications such as GOST, INMETRO, ANTATEL, 3CV and so on.
Another point that is more noteworthy is the accumulation of soft power, that is, the international brand influence, chery is also in the forefront of its own brands. Up to now, Chery's global users have exceeded 10 million, of which more than 1.95 million overseas users, and 269,000 units will be exported in 2021, ranking first in the export of Chinese brand passenger cars for 19 consecutive years.
It can be seen that chery's quality has been confirmed by the market, forming a stable basic disk, with a good word-of-mouth effect, which further increases the probability of OMODA 5 Ou Mengda becoming a "blockbuster", and it is not too much to say that it is "the light of the nation".
Three driver views:
Among the independent brand car companies, Chery is one of the doers, since the day of entrepreneurship, it has begun to study technology and firmly embrace globalization, and today's strong system strength is the result of decades of accumulation. Chery's technical strength has experienced a difficult accumulation period and a verification period, and has begun to enter the harvest period. OMODA 5 Ou Mengda is a centralized payment of Chery's system strength, coupled with a comprehensive change in design and marketing, more effective communication with contemporary young people, and is expected to become a new generation of business cards made in China in the global market.