At present, in the domestic car market, 100,000-150,000 yuan is called the gold price range, and it is also the comfort zone of the joint venture brand. Independent brand fuel car can only retreat within 100,000 yuan, such as Changan Yidong and Geely Emgrand.
However, the sharp rise in oil prices has brought fire to new energy vehicles, especially the pluggable and electric plug-in hybrid, which has become the first choice of many ordinary users. At present, there is a shortage of such cost-effective models on the market, so that ITD DM-i is difficult to find.
Geely, which has always been focusing on the pro-people route, keenly seized this opportunity to launch the Thor hybrid new car Emgrand L Hi · X, according to public information, the car lost 3.8L of electricity and fuel, broke 100 in 6.9 seconds and cruised range of 1300km.
If BYD uses the insertion and mixing technology to tear open a hole, Geely uses this breakthrough to expand the advantages of its own brand, and the differentiation of technology and the accumulation of the reputation of the parent brand make the catfish effect further amplified.
Raytheon hybrid + quality advantages form a synergy
Nowadays, plug-in hybrid has become a technical route for independent brands to break through, ANDD, Geely, Chery, Changan, Great Wall and other enterprises have their own core accumulation, and there are differences in details, which can be described as having their own advantages. Geely Emgrand L Hi · X This hybrid system, the core of which is a 1.5TD Raytheon hybrid engine and a 3-speed hybrid electric drive DHT Pro.
First of all, the same level of hybrid sedans generally use naturally aspirated engines, so more rely on electric drive, if the engine is directly driven, it will be obviously insufficient power, giving people the impression of poor performance.
And Geely this with 1.5TD, for the turbocharged cylinder direct injection engine, the maximum power of 133kW, the maximum torque of 290N· m, even if the power is not enough, parallel or direct drive can also ensure sufficient power, do not worry about performance problems.
Secondly, in the hybrid system, the world's first mass-produced 3-speed hybrid electric drive DHT Pro is more flexible than the single-speed shift of the competitors, which can be described as seamless docking for users who are accustomed to driving oil trucks. It can achieve full-speed parallel connection, at a speed of more than 20 km per hour, the vehicle engine can intervene, much lower than the Japanese hybrid parallel speed of at least 70 km.
At the same time, EV, direct drive, parallel, series of four driving forms, through intelligent energy management, according to the user's driving habits to match the most economical 20 intelligent working modes. This is the basis of "3.8L of power loss and longest endurance of 1300km".
In addition, Emgrand L is one level higher than Emgrand in Geely's positioning, based on the Glynee 4.0 era BMA global new generation modular architecture, in the process and materials are maintained higher quality. Speaking of a detail, 90% of the interior of the car is wrapped in soft materials, using suede-like skin-friendly materials, equipped with the first Yunxiang natural skin-friendly seat that has won the Rheinland Comfort Certification, and also has an acupuncture point heating function, which is difficult to see in the same class of cars.
In addition, intelligent driving assistance, intelligent networking, and in-vehicle health are also closely following the market trend. The car has L2 level intelligent driving assistance capabilities, especially ELKA Emergency Lane Keeping Assist has added a collision risk recognition function for oncoming vehicles and road edges, and AEB-P pre-collision safety system has added two-wheeler scene recognition. The entire system comes standard with the Geely Galaxy OS ecosystem and adopts the E02 new generation of high-performance digital cockpit platform. It integrates advanced configurations such as AQS air quality management system, negative ion purifier, vehicle-grade CN95 air conditioning filter, antibacterial multi-function steering wheel and so on.
In short, Emgrand L Hi · X has the support of the Thor hybrid system, obtaining both high performance and low fuel consumption, and the fierceness of the stacking material in the configuration is also rare at the same level, which can be described as a "timely rain" new car in the case of the scarcity of cost-effective hybrid models on the market.
Emgrand's word-of-mouth accumulation is a plus
At present, the competition between independent brands and joint venture brands is mainly based on high cost performance, and the larger the price difference, the greater the space for survival, so the record in the two market segments of SUVs and MPV is much higher than that of the car market.
Behind this is the brand power, but also the accumulation of word of mouth. Automobile is a very heritage-oriented industry, because this is a complex industrial product, composed of tens of thousands of parts, good or bad need to accumulate over time to produce.
Therefore, joint venture brand cars such as Xuanyi, Langyi, and Corolla, although they look decent, are all star models that have been baptized by the years, with large ownership and more trusted users.
At present, the Geely Emgrand family also has a similar effect, forming a good word-of-mouth effect, which is a small number of independent brands, and even fewer in cars. Since the birth of the first model Emgrand EC7 in 2009, it has won the first place in the sales of Chinese brand cars for nine consecutive years in more than a decade, and has 3.33 million users by the end of 2021, becoming a "god car that can be bought with closed eyes".
Now Emgrand, has the "Trident" matrix composed of Emgrand, Emgrand L and Emgrand S, and has completed the replacement, Emgrand is an entry-level sedgeant car, Emgrand L is only a high-end, Emgrand S is a crossover of cars and SUVs, the entry, improvement and personalization needs are all accounted for, so there are many fans, further enhance the popularity and reputation.
On the whole, the biggest value of the Emgrand brand is to lower the threshold for Chinese people to buy a car. Today, Emgrand L Hi · X into the hybrid track in full swing, for the joint venture brand is a technical dimensionality reduction blow, so that users can use the price of ordinary joint venture A-class sedan to buy a hybrid car with fuel consumption, performance and quality, this temptation is still very large.
At the same time, this also makes up for the lack of supply side of independent brand plug-in hybrid, giving users more choices. Moreover, with reference to the price of the Emgrand L fuel version of 99,900-109,900, I believe that the hybrid version will also be similar to the price of BYD's same level of car, and it will not be too expensive.
Break the brand's chain of contempt with hybrid technology
With the addition of plug-in and mixed models, the domestic A-class family car market will also face a reshuffle, which will no longer be the comfort zone of joint venture brands, and will also form a situation where domestic and foreign brands sing and Sing me like the SUV market.
Taking the sales volume in March as an example, among the top 10 in the car market, independent brands occupy 4 seats, namely: Wuling Hongguang MINI EV first, BYD Qin series fourth, Changan Yidong seventh, Geely Emgrand ninth, the last three are mainstream family cars.
In this list, Changan Yidong and Geely Emgrand are both traditional fuel vehicles, which belong to the traditional way of playing, that is, to open up the gap with the joint venture brand through low prices and occupy the low-end market. At present, this road space has been compressed to a very small size, because the joint venture brand is also constantly lowering the threshold, and the blind price reduction will affect the brand. Therefore, can only rely on technical upgrades, BYD stopped selling fuel vehicles, it is for this consideration, now only hybrid and pure electricity Qin has rushed to the fourth place.
It can be seen that it is feasible to break the brand contempt chain of consumers with hybrid technology, and in the context of BYD is still difficult to find a car, at this time, Geely Emgrand L Hi · X's entry into the battleband is just in time. Due to the differentiation of technical routes, bystander and BYD will also have their own fan base, and in the end, they will grab the business of traditional joint venture fuel vehicles, so that "corner overtaking" is no longer just empty talk.
Moreover, the camp of independent brand hybrid will continue to expand, and the next main independent brands will have actions, such as: Changan Yidong will also launch iDD models, chery's Arrizo series will also launch Kunpeng hybrid models. At that time, this wave of hybrid tide promoted by BYD and promoted by Geely will be expected to change the pattern of the domestic car market and reverse the unfavorable situation that independent brands have been suppressed by joint venture brands.