Recently, I have started to revisit some classic Hong Kong dramas, and I don't know if you have noticed when you watch TVB Hong Kong dramas, there are often nanny cars in many shots, especially in business war dramas and police and gangster films, there are always nanny cars around the rich and powerful.
For example, Louis Koo's car, which played the villain Jizo in "Sweeping Drugs 2", is a luxury MPV, with a domineering black appearance and carefully selected delicate workmanship, which makes people shine; In "Heart Storm 3", the self-made father and mother who started by opening a tea restaurant and collecting old buildings are also an MPV, representing the taste of Hong Kong's middle-class families; and the warm picture of Brother Huanxi driving an MPV to carry his wife and children in "Apostle Walker" is even more moving to all audiences.
Why has MPV become an important prop in Hong Kong dramas? It should be because Hong Kong has a lot of land and many families with many children, so the "nanny car" with more comfortable space and more privacy has become the preference of many upper-class people and elites.
In fact, in reality, not only Hong Kong celebrities like to buy MPV, Hong Kong locals also love to buy MPV, the proportion of MPV models in Central, Causeway Bay and other blocks in Hong Kong is very high, and they buy MPV very handedly, not only pick the appearance, pick the design, pick the intelligence, pick the brand but also talk about practicality, the general MPV can not enter their eyes at all.
In the past, the popular MPVs in Hong Kong were Toyota Alpha, Wilfa, as well as Japanese brands such as Honda and Nissan, which is not surprising, but I think it would be great if it could be replaced with a domestic car one day.
Finally, times are changing, and now the best-selling MPV in Hong Kong is the Chinese car brand - SAIC MAXUS "Everyone" series, and the dream is gradually coming true. Many friends may not know that it won the first place in MPV sales in Hong Kong from January to October in one fell swoop, and Hong Kong TVB model couple Hu Nuoyan and Chen Qi, Ren Dahua, Chen Hao, Chen Baixiang, Wang Zulan, Sun Yaowei and other Hong Kong stars are the real owners of "everyone" MPV.
About "Everyone" series is a new energy brand created by SAIC MAXUS, aiming to lead a new wave of high-end pure electric multi-person travel with excellent new energy products. At present, the "Everyone" series includes high-end products such as the "Everyone's flagship electric MPV" Everybody 9 (MIFA9) and the "Big-Family Luxury Electric MPV" Everybody 7 (MIFA7).
SAIC MAXUS Large Family Luxury Electric MPV Everyone 7
Seeing how much this still makes Xiaobian a little surprised, it is not only "Hong Kong MPV No. 1", SAIC MAXUS also won the "global multi-market and multi-category first", so how does SAIC MAXUS occupy a place in Hong Kong and overseas markets where international brands have been rooted for many years? Today we will talk about this car company.
01 Not only Hong Kong Star, why does the world prefer "everyone" MPV?
"I've been driving for decades, which car is good and which car is bad, I can feel it, I've seen everyone 9 (MIFA9), it's really good!"
Recently, TVB's "Double Emperor" Chen Hao introduced and Amway SAIC Maxus Everyone 9 (MIFA9) to the audience in a live broadcast room, causing netizens to ask "What is so good about Everyone 9 (MIFA9)?
But why do many Hong Kong locals, including Hong Kong Star, choose MIFA9 among the various brand choices?
With doubts, the author investigated and learned that SAIC Maxus was able to defeat a number of international car companies in the Hong Kong market by relying on "hard work".
First of all, MIFA9 is the first pure electric MPV to enter the Hong Kong market among Hong Kong car critics, which gives some well-known people who are keen on environmental protection and public welfare a new choice, and the pure electric model also has the advantage that it allows car owners to not have to worry about engine noise and vibration, which is very attractive to the MPV audience who like quiet car interior space.
At the same time, MIFA9 also has the dual advantages of ultra-long battery life and fast energy replenishment, with a CLTC range of up to 560km. Microwave ovens, electric ovens, oxygen inhalers, coffee machines and other electrical appliances can be placed in the car, whether it is a short trip or a long-distance journey, everyone 9 (MIFA9) can easily meet the needs.
Secondly, the intelligent experience & functional design of MIFA9 is the top among luxury MPVs. For example, everyone 9 (MIFA9) has a rare three-row electric slide rail in the same class, just one key, you can link the seats, the second row can even become 2.3 meters of large lying flat space, for families who need to rest in the car and take a baby, this function can be said to be a very user-friendly design.
SAIC MAXUS family flagship electric MPV everyone 9
In terms of safety, there are also five-star safety certifications from ANCAP (Australia) and Euro NCAP (Europe), which is full of security.
In addition, with the blessing of the identity of domestic brands, with the same quality and experience, many Hong Kong celebrities and people will of course give priority to supporting domestic brands.
The reason why SAIC Maxus named the MIFA Chinese name "everyone" is because "big" represents size, space and configuration, while "home" represents family, warmth and affinity, etc., which accurately steps on the core emotional appeal of Hong Kong people buying MPV families. On the other hand, "everyone" also implies SAIC MAXUS's vision - to let excellent new energy products help more global "big families" to travel in a variety of ways, and show the world the brand's advanced new energy technology and forward-looking layout.
The MIFA9 also represents the first time that China's luxury pure electric MPV has gone overseas, taking the lead in entering the auto markets of Europe, Australia and New Zealand, two developed countries and regions in the world, realizing another "first" for Chinese auto brands.
02 Rely on "intelligent manufacturing" to go to sea
In addition to the best-selling electric MPV, the "Maxus" is also "out of the circle" overseas.
Up to now, SAIC MAXUS has been sold to overseas developed countries, covering 73 countries and regions, with a total of 300,000 overseas sales, with five "10,000-unit markets" in Australia, New Zealand, Europe, South America, Mexico and the Middle East, and has become a Chinese brand with a long-term market share of many developed markets around the world.
SAIC MAXUS light bus EV90 in Europe
In the past 12 years, SAIC MAXUS's overseas sales account for nearly 50% of the total sales, and the sales in developed countries and markets account for more than 90%, which has become the "only one" in the industry.
While this achievement amazed his peers, it also slapped many people in the face. For example, recently Sony Toyota President Izumi Kawanishi said in an interview with the media: "Chinese trams have no technology at all, and they will only make the display screen bells and whistles." ”
The fact is silent eloquence, in recent years, the development of China's new energy vehicles is obvious to all, played a beautiful turnaround, in intelligent technology, manufacturing and business models have been innovated, for example, we are talking about SAIC MAXUS today, is relying on the "intelligent manufacturing" to go to sea benchmark enterprises, SAIC MAXUS C2B users to create a customized model, but also the first secret of its global sales.
When it comes to the C2B model, the first thing that comes to people's minds is the e-commerce industry, but at present, the C2B model is also widely used in all walks of life, and automobile manufacturers also see the C2B model as an effective strategy to enhance brand competitiveness.
What is the automotive C2B user co-creation and customization model? Simply put, the car company shares the entire development process with the customer, from definition, development, certification, pricing, configuration, improvement and other links, and co-creates with the user.
For example, SAIC MAXUS engineers will discuss with users face-to-face to understand what the needs of users are, and will also conduct online research and user co-creation to explore which configurations are of most interest to users.
For example, the seat arrangement, brake calipers, grille form, interior style, how many screens there are in the car, and even the intelligent driving assistance system and ambient lighting can be customized according to our needs.
The traditional car selling process is that the car factory builds the car based on the market demand forecast, first keeps the inventory, and then sells the inventory, but the C2B model is user-centric, and immediately generates a manufacturing work order after receiving the user's order, and pulls the relevant parts procurement demand, and then arranges production.
This is a great test of the comprehensive capabilities of car companies, especially the supply chain capabilities. Originally, in the manufacturing industry, the supply chain of the automotive industry is extremely complex, but in the C2B user co-creation and customization model, the needs of users are ever-changing, and they need to be more agile than the traditional supply chain and be able to respond to order changes in a timely manner.
It is no wonder that many people still have misunderstandings about the C2B user co-creation customization model, thinking that customized cars only exist in luxury car models such as Rolls-Royce, Bentley, and Maserati, and the production time of customized cars is very long, and the price is expensive, and it is not biased towards public consumption.
As the first car company to introduce the C2B large-scale personalized intelligent customization model into the automotive industry, SAIC MAXUS currently supports C2B customized production for all models, and it generally does not exceed one month from the order to the final delivery.
For a car company, it is almost an impossible task to meet the needs of different markets and reduce production costs as much as possible. Both want and want, how does SAIC Maxus do it?
Look at the factory and you understand. SAIC MAXUS C2B users co-create customized technology from the Nanjing factory, and has also been rated as a "lighthouse factory" representing Industry 4.0 by the World Economic Forum in Davos, and SAIC MAXUS has also become the only Chinese vehicle company in the world to be selected as a "lighthouse factory" by the World Economic Forum in Davos.
Over the years, after rounds of C2B iterations, SAIC MAXUS has built a three-line parallel energy system from pure electric, hybrid to hydrogen fuel cell, covering all market segments such as MPV, SUV, pickup truck, and light bus, presenting the "all energy, all fields, all market" ALL 3 ROAD MAP strategy.
Do you think that many car manufacturers don't want full coverage? They want to, but without the blessing of the C2B model, it is difficult to produce high-quality products and make a profit at the same time.
Lan Qingsong, vice president of SAIC, also said in an interview with Chinese and foreign media reporters in Australia: "The implementation of customized strategies according to the needs and pain points of users has become one of the key factors for SAIC MAXUS to win in overseas markets. Among them, SAIC MAXUS has established a stable and efficient supply chain with digital capabilities, which enables SAIC MAXUS to quickly meet the needs of dealers and market demand in overseas markets, demonstrating one of the strong guarantees of 'Made in China' and 'Maxus Speed'. ”
03 "Quality + technology" can break through the involution of the industry
Speaking of the domestic new energy circle, the recent winter evaluation of Chedi has triggered a series of chain reactions. On the one hand, the results of the evaluation were "besieged" by car companies such as Wenjie, Geely, and Great Wall, questioning their lack of professionalism and rigor, and on the other hand, the owners spontaneously "followed" to self-test the true strength of new energy vehicles.
Whether it is a jumping car company or a user joining in the fun, it shows at least one thing, that is, the new energy market is paying more and more attention to the quality of the car, rather than just advertising, using quality to bring high-quality word-of-mouth, word-of-mouth to drive sales, forming a positive cycle, and becoming the consensus of the car circle.
Especially in the fierce overseas market, on the one hand, there are many traditional giants, on the other hand, Tesla and other emerging car companies are also constantly innovating products, car companies want to open the international market, they must first break the shackles of low prices, make breakthroughs in quality and technology, gain trust, and obtain market premiums.
In this regard, new energy vehicle companies should learn from SAIC Maxus, the reason why it can not lose to the international old car companies in the overseas market, is based on the continuous improvement of technology and quality, which is also the second secret of SAIC MAXUS selling around the world.
For example, the pure electric light passenger EV90, which has won the first place in the market segment many times in the European market, has achieved "tough" Mercedes-Benz in terms of quality. The total battery pack of SAIC Maxus pure electric light bus EV90 model has a variety of battery capacities such as 72 degrees and 88 degrees, but the Mercedes-Benz eSprinter only has a 55 degree battery pack, which is inferior to the EV90 in driving range. Moreover, the EV90 supports two charging modes: fast charging and slow charging, making it more abundant.
In addition, the configuration of pure electric light passenger car EV90 is better than Mercedes-Benz, pure electric light passenger car EV90 cargo compartment volume has 11 cubic meter volume, while Mercedes-Benz eSprinter only has 10 cubic meter volume, it is worth noting that pure electric light passenger car EV90 can also be rich in customized options for specific needs, which is also Mercedes-Benz eSprinter can not compare.
In SAIC Maxus, which has the largest market share in a number of highly competitive pickup truck markets, its quality is trusted worldwide. In the Chilean market, which can be called the "tribe" of pickup trucks, SAIC Maxus has improved the off-road and leather stability of the vehicle according to the mountainous and desert terrain of Chile, which has won the preference of Chilean consumers.
In fact, our chief business review has also paid attention to these in previous years' reports, and interested readers can go to the historical article to take a look.
SAIC Maxus is not satisfied with the existing achievements, and the all-electric MPV MIFA9 mentioned above has also become a benchmark for the export of domestic brand MPVs.
Taking the Mercedes-Benz EQV, the main competitor in the European market, as an example, the SAIC MAXUS Dajia 9 (MIFA9) is on par with the Mercedes-Benz EQV in terms of price, but the product power is superior.
For example, the MIFA9 is equipped with SAIC's platform-based "Rubik's Cube" battery, with a CLTC range of up to 560 kilometers, while the Mercedes-Benz EQV NEDC has a range of only about 400 kilometers.
In terms of the safety that users care about, the performance of everyone 9 is also remarkable. It has passed E-MARK and other European regulatory certifications, and the design has been certified by EuroNCAP (Europe), C-NCAP (China) and ANCAP (Australia).
In particular, among the more than 100 models tested after the implementation of the new Euro NCAP standard, MIFA9 achieved the highest score for MPV models in the two major categories of adult protection and child protection.
As the birthplace of automotive industry culture, Europe's automotive certification threshold is the highest in the world, and only products that have passed the European Commission's certification of vehicles, safety components and systems can be sold in the EU market, and this standard is constantly adjusted and improved.
SAIC MAXUS has not only achieved unrivaled sales overseas, but has also been recognized by the authority of the European automobile market.
In August 2022, SAIC MAXUS won the "Automotive Innovation Award" (one of the world's most authoritative automotive awards) in Germany, and SAIC MAXUS's new energy products won the second place in Germany's "Most Innovative Mass Production Brand - Electric Vehicle" by an overwhelming margin.
In December 2022, at the Green Fleet Awards held in the UK, SAIC MAXUS won the honor of "Electric Vehicle Manufacturer of the Year" issued by the organizing committee for its new energy series products. It is worth mentioning that SAIC MAXUS has won this heavyweight award for six consecutive times, breaking the previous monopoly of European, American and Japanese car companies in this field.
It should be noted that while SAIC MAXUS insists on "high quality and high price" in overseas markets, it is still the same in the domestic market, and SAIC MAXUS provides Chinese users with the same high-quality products as overseas, but the price is more advantageous.
It can be said that whether it is in the field of new energy logistics vehicles, high-end pure electric passenger cars, or pure electric pickup trucks, SAIC Maxus has broken the stereotype of "low price, low quality and low value" of Chinese brands in overseas markets with "high quality and high price", and has become "the golden business card of China's intelligent manufacturing" and "the most popular electric vehicle in the eyes of Europeans".
New energy vehicles are no longer the initial stage of "civil war insiders, foreign war outsiders", overseas markets have become a new arena for Chinese car companies to compete, standing at the door of the new energy era, high-quality development is the only ticket.
At a time when new energy vehicle companies are still staggering to the sea, SAIC MAXUS has gained a firm foothold in the international market by relying on the "high-quality and high-price positioning and the advantages of C2B customization", relying on the brand's global unified and high-quality hard core strength, SAIC MAXUS will continue to release industrial vitality in the future.
If you are interested, you can visit the official website to experience SAIC Maxus's globally competitive automotive products.