Avoiding Huawei's intelligent world, the Epoch ES has been lowered to 220,000 sales: the target monthly sales are 5000+, and it has entered the TOP 5|Spiegel pro

Epoch ES also flipped the table.

On December 20, Xingtu Automobile's Star Era ES was launched, and the starting price of the car was lowered to 225,800 yuan. Previously, the pre-sale price of the car was 248,000 yuan. After listing, it was adjusted downward by 23,000 yuan. The most attractive label of the Star Era ES is that the car is equipped with air suspension + CDC continuous damping and damping control system as standard, which can greatly improve the ride comfort including when crossing speed bumps. Air suspension is an important configuration to improve driving quality, which was only configured in high-end models in the past, but this time the Star Era is directly standard, and the price is lowered to less than 300,000, which is also the first time in the industry.

The standard air suspension is very important for the main comfort of the Star Era, "regardless of the cost, let you walk into the comfort zone." At the scene, Gao Xinhua, president of Chery Automobile Research Institute, said. In addition, Star Era also announced a lifetime warranty for air suspension, which is also the first in China. In the configuration of the entire Star Era ES, there is also an 800V architecture, AI large model cockpit, high-speed and urban NOH, etc., which also makes the attractiveness of this car "counterattack".

Huang Zhaogen, general manager of Chery Automobile Marketing Center, said that the goal of Star Era ES is to win the top five positions in the 200,000-300,000 pure electric car market next year and hit the top three.

At present, Epoch ES has received 20,000 orders, and after the price is announced, it is believed that it can convert many hesitant customers. At present, the competing products of the Star Era ES include Tesla Model 3, BYD Han EV, ZEEKR 001, BMW i3, Seal, etc., of which the starting price of Tesla Model 3 is 260,000 yuan, while the starting price of BYD Han EV is 209,800 yuan. After the price of ZEEKR 001 came down, it also reached the range of 260,000 yuan. In addition, as a competitor, there is also AVATR 12, with a price of 300,800-400,800 yuan.

If you only consider these competing products, even if the starting price of 230,000 yuan is actually not a bad strategy, but Star Era ES has another competitor, which is the Zhijie S7 as the same door. The price of this product cooperated by Huawei and Chery is 249,800-349,800 yuan. If the price of Star Era is set in the same range, and the wisdom world is blessed by Huawei's halo, it is likely to attract all the traffic, which is more difficult for Star Era to follow-up development.

Therefore, after considering Huawei's summoning ability, Star Era took the initiative to avoid it and conceded a big step. The price gap of more than 20,000 yuan immediately shows the attractiveness of the Star Era ES. Now, in the pure electric market of 20-300,000 yuan, Star Era has raised the competition to a new dimension. Yin Tongyue, chairman of Chery, previously said that from 2024 onwards, Chery will be "welcome" in new energy, and now the Star Era ES has fired its first shot. In terms of relying only on fuel vehicles to achieve monthly sales of 200,000 units, Chery's explosive power in 2024 cannot be underestimated.

01

Product competitiveness: benchmarking

EQS/

Model S

The Star Era ES has achieved a par with Lexus in terms of price, and in terms of product strength, the senior management of Xingtu told the Spiegel Pro that it wants to form a "3S pattern" - the benchmark object of the Star Era ES is Mercedes-Benz EQS, Tesla Model S and other top products.

This tone is easy to think of the slogan "far ahead" or "the best within 5 million", but the product power of Star Era is not exaggerated. According to Gao Xinhua's on-site introduction, at room temperature of 25 °, the longest range of the Star Era ES is 905km, Mercedes-Benz EQS and Tesla Model S are 849km and 715km respectively, and to achieve this mileage, the Star Era ES uses a 97.68kwh battery, and the Mercedes-Benz EQS and Tesla Model S are 111.8kwh and 100kwh respectively.

In terms of energy consumption, the energy consumption of the Star Era ES per 100 kilometers is 11.7kwh, the EQS is 14.2kwh, and the Model S is 17.5kwh. In addition, Xingtu also demonstrated the battery attenuation. At 35°C, the battery degradation ratio of the Epoch is 19.4%, which is better than the industry average of 8.6%, while at -7°C, the battery attenuation ratio of the Epoch ES is 33%, due to the industry average of 7%. In addition, the Star Era's extreme energy-saving mode can increase the range by 5% on top of the range of 905km. To do this, Chery has its own unique technical ability in reducing energy.

In terms of reducing energy consumption, Chery has carried out 56 technologies to achieve this figure, covering drag reduction, consumption reduction, energy replenishment, efficiency increase, temperature control, etc. For example, in the Star Era ES, the integrated cast aluminum lightweight technology has been adopted to achieve a weight reduction of 30%, an intelligent energy recovery rate of 39.6%, a high-efficiency electric drive conversion rate of 91.3%, and a high-efficiency heat pump to save energy by 30% in winter.

In terms of intelligence, this time the Star Era ES is still worth mentioning. This time, the vehicle adopts the EEA5.0 electronic and electrical architecture, which will provide the vehicle with more powerful intelligent capabilities, including autonomous driving, intelligent connectivity, advanced driver assistance systems, etc. On the intelligent driving, it is equipped with the NEP3.0 version independently developed by Chery, which includes 1 lidar, 3 8 million pixel front top-down cameras, 6 surround view cameras, 5 millimeter-wave radars, 4 surround view cameras and 12 ultrasonic radars.

In terms of ability, Chery's intelligent driving ability is also the first time to see a systematic display. On the Star Era ES, the high-speed can realize the entry and exit gates, intersection diversion and merging, navigation lane change, construction scene avoidance, large vehicle avoidance, etc., while in urban intelligent driving, it can also realize traffic light intersection traffic, lane change overtaking, coping with congestion, unprotected left turn, pedestrian avoidance, roundabout traffic, etc.

In parking, automatic parking, remote control parking, valet parking, etc. can be realized. Chery has recruited a lot of big bulls in intelligent driving, including the former executives of Xiaopeng Intelligent Driving, and more technologies may come in the future. Of course, there are many other product highlights, including batteries, health monitoring, air suspension, etc., which will not be introduced here.

02

Market goal: to enter the top five, hit the top three

In order to win the top five positions in the 20-300,000 yuan pure electric car, the Star Era ES must complete at least 5,000+ monthly sales next year. From the perspective of market segments, the top five now include Tesla Model 3, Han EV, ZEEKR 001, BMW i3, Seal, etc., among them, the monthly sales of Model 3 and Han EV have exceeded 10,000 units. The monthly sales of Zeekr 001, BMW i3, Seal and other cars also exceeded 5,000 units, while the sales of the rest of the models were around two or three thousand, or even less.

Jin Xin, executive deputy general manager of Xingtu Automobile Marketing Center, believes that there is no large number of hot-selling products in the market, indicating that the market has not formed a market for monopoly products. ”

However, for the Star Era ES, it has another advantage - Chery's export capabilities. According to its disclosure, the Star Era ES will also be exported to Europe and other places. "With Chery's mature channels, it is possible to achieve very considerable growth. Jin Xin said. Not only in terms of sales, but also Xingtu has high hopes for obtaining high profits and enhancing its brand image in overseas markets through Star Era. "Star Era will be sold abroad for a price of 1 million. Yin Tongyue said. It will also be the most expensive passenger car that China is currently exporting overseas.

This is not a fantasy. Huang Zhaogen said that at present, the Yaoguang of Xingtu is priced at 420,000 yuan overseas, while the price of the car in China is 180,000 yuan. This also means that the price of the overseas version has increased by 230%. On electric vehicles, the premium tends to be higher. "There is a huge demand for high-end new energy vehicles overseas. Huang Zhaogen said.

For Xingtu, the arrival of Epoch ES will further enhance its brand image. Huang Zhaogen told Spiegel Pro that at present, among the scheduled customers of the Star Era ES, the proportion of customers in first- and second-tier cities has increased by five or six percentage points compared with the previous era of fuel vehicles, and this model has opened a new market. In addition, after the listing of ES, the overall average selling price of Xingtu is expected to exceed 200,000 yuan. According to the introduction, the average price of Xingtu Automobile increased from 147,000 yuan at the beginning of last year to 178,900 yuan in the middle of this year, according to Huang Zhaogen's prediction, after the listing of Xingtu, the overall average price of Xingtu will be 22-250,000 yuan.

"Then we're really in the price range of high-end brands in China. Huang Zhaogen said. To ensure sales, channels are also a key part. At this listing conference, Epoch also announced the progress of energy replenishment and sales channels. Among them, in terms of sales and service channels, there are currently 301 investors and 301 stores have been built, and the number of stores in the country will exceed 460 in 2024. According to him, among the 301 investors, BBA investors account for about 20%, plus joint ventures account for 60%, and only 20% are purely independent.

In terms of energy replenishment, at present, Epoch has built 120+ brand stations, 300+ stores provide charging service systems, and more than 500,000+ third-party cooperative charging piles of Epoch Times. "Next year, Xingtu is facing a huge consumption growth trend, and this is our opportunity. Huang Zhaogen believes that from this year, the entire car replacement cycle has begun, and Star Era will become one of the beneficiaries.

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