The current situation of the high-end off-road pure electric vehicle market: radical Geely/Dongfeng, Geely with a different path

Mercedes-Benz Big G, Jeep Wrangler, Toyota Land Cooluzer and other models with excellent off-road performance, their landing price and off-road cost are very high, and for many years, off-road vehicles have been the playthings of niche people. Until the rise of independent brands in recent years, the market sales of tank 300, Beijing BJ40 and other models have continued to increase, and the off-road vehicle market is no longer the largest overseas brand.

In 2023, most mainstream independent brands have product layouts in their respective markets, and in order to further expand their market share, they will focus their development on the off-road vehicle market, such as BYD's Yangwang, Geely's radar, and Dongfeng's Mengshi. However, the positioning of these brands is different from that of tanks and Beijing off-road, and their products are not directly competing with Jeep Wrangler and Mercedes-Benz Big G, but by opening up the high-end off-road pure electric market to seize share.

In fact, it makes sense to think about it. You know, with its own high reputation of fuel off-road vehicles to seize the market, according to the current technical level of domestic brands, it is likely to cost unimaginable time costs and development costs, considering that the current advantage of independent brands is electrification, so the integration of electrification into off-road vehicles is the most cost-effective way to develop market segments. In addition, even if they also take the road of high-end pure electric off-road vehicles, BYD, Geely and Dongfeng have their own calculations.

BYD looks up: the pursuit of ultimate performance

As the first independent brand to realize the discontinuation of fuel vehicles, BYD has achieved rapid transformation in the development of new energy and has achieved the top position in many market segments. In January this year, BYD officially released the Yangwang brand, opening the door to the high-end market.

For new energy vehicles, the technical difficulty of each additional drive motor will increase exponentially. In BYD's view, technology is the core of high-end products, and the "Yisifang" four-motor technology developed has become the key to the Yangwang brand. It is understood that the four motors in the "Easy Sifang" can independently control each wheel to realize the drive and braking of a single wheel, and intervene in the body attitude through the driving force, so that the vehicle has excellent attitude adjustment ability and performance.

Specific to the function, looking up at the U8 can realize functions such as in-situ U-turn, emergency floating water, stable driving after high-speed tire blowout, braking distance of less than 40m per 100 km, and turning radius of less than 12m. In addition, the maximum power of the vehicle is more than 1100 PS with four drive motors, and its power output is full of imagination.

Also powered by four motors is the Mercedes-Benz EQG that will debut this year, according to the information that has been revealed, the Mercedes-Benz EQG can also achieve the function of tank U-turn, and will also use independent suspension and a new rear axle structure, the off-road strength of these two models is indeed exciting.

Dongfeng Mengshi: Pursuing comprehensive technology

As early as during the 2021 Shanghai Auto Show, Dongfeng officially announced the "14th Five-Year Plan" strategic plan - "Oriental Wind Rising", and high-end electric off-road brands are part of this strategic plan. In August last year, Dongfeng Mengshi officially released, the first luxury electric off-road comprehensive technology solution in China, M TECH architecture, is the technical core of Dongfeng Mengshi.

It is understood that the M TECH architecture adopts a comprehensive electronically controlled intelligent chassis system and reliable durability performance development of military vehicle strength, and the three core technologies of MORA skateboard platform, MEGA POWER power, and M ATS all-terrain off-road system. Among them, Mengshi Power MEGA POWER is the first power platform in China to exceed 1000Ps, and it is also matched with the world's first two-speed gearbox with integrated differential lock, with wheel side torque of more than 16000N·m and zero acceleration in only 4.2 seconds.

The MORA skateboard platform can support pure electric and extended range power modes, and also realize highly flexible modular all-round off-road function expansion, compatible with a variety of body forms, and can derive SUVs, pickups, VAN and other models; The M ATS all-terrain off-road system is equipped with systems such as rear wheel steer-by-wire technology, chassis dynamic domain control technology, etc.

Specific to the Warrior M-Terrain, this hardcore off-road vehicle with a large body has only a minimum turning radius of 5.1m, based on various M

TECH architecture, Mengshi M-Terrain can also realize the low-speed "crab walking" mode, allowing the vehicle to drive sideways in special road sections. It is foreseeable that the price of Mengshi M-Terrain will not be low, and how to improve the added value of the brand is also the focus of Dongfeng Mengshi in the future.

Geely Radar: Pursue more diversified outdoor experience

The radar brand is a new new energy vehicle brand launched by Geely Group, unlike Yangwang and Mengshi, Rado is a brand that emphasizes a diversified outdoor lifestyle, and the product is also a pickup truck product with high passability and high loading capacity. Driven by new energy + diversified lifestyle, Geely Automobile will focus its development on the new energy pickup truck market.

For pure electric pickup trucks, the three-electric system is undoubtedly the top priority. Based on Geely's pure electric platform and technical architecture, the radar RD6 accelerates to 6 seconds per 100 kilometers and is equipped with high-energy density Ni55 cells, which can enable the vehicle to achieve 610km+ long endurance, which can easily meet the needs of users for outdoor adventure and urban travel.

After all, it is a lifestyle brand, and Rado Auto's products add many practical functions for outdoor life. Taking the radar RD6 as an example, the car provides 3 core loading spaces, including 70L hidden storage front trunk, 48L rear seat storage magic space and 1200L versatile rear bucket storage space. In addition, the radar RD6 is equipped with the industry's first full-scene discharge mode, equipped with a 6kW ultra-high-power external discharge function in the rear bucket, which can simultaneously power three 2000W electric ovens.

According to the plan, radar cars are not limited to the pickup market, and will also launch off-road SUVs, ATVs and other products according to consumer demand in the future. Today's consumers have developed from the focus on work and home to a diversified direction of work, home and outdoors. As vehicles are important travel companions, consumers are more diversified in their performance pursuits. Then, the radar RD6, which focuses on diversified life scenarios, will also seize the opportunity on the new energy vehicle track.

BYD, Dongfeng and Geely have all begun to deploy in the off-road vehicle market, but due to the different positioning of brands, the attributes, application scenarios and audience of the products will be different. However, it is foreseeable that the new energy market is developing towards a high-end and diversified trend, and its growth potential is expected to be released more comprehensively.