[Ekka Auto Ekka Unicorn Show Original]
In the declaration information in February, new energy models occupy a prominent position, including a number of new models such as Lynk & Co 07, BYD Qin L, Zhiji L6 and other new models have attracted the attention of many potential car buyers as soon as they were unveiled. This fully shows that car companies have an accurate grasp of product positioning and audience portraits, and also indicates that they are fully prepared for the fierce competition in the auto market this year. In the latest batch of application information, the first model of Huawei's cooperation with BAIC, the Xiangjie S9, the crossover SUV of the Zeekr brand, the Zeekr MIX, and the first SUV of Volkswagen Anhui, the domestic pure electric MINI and other new cars have been unveiled. It is worth noting that compared with the new cars declared in February, the new cars in March tend to be niche and high-end in terms of positioning. So, has the new energy market changed? Is it the car companies that are making a precise differentiated layout for the next development trend of the auto market?
S9: The drunkard does not mean to drink
The overall design of the Xiangjie S9 inherits the family style of the Zhijie S7, with smooth and elegant side lines, and the taillights adopt a fashionable through-type design, and the tail clearly displays the identity information of "BAIC New Energy" and "Xiangjie S9". In terms of body size, the length, width and height of the S9 are 5160 mm, 1987 mm and 1486 mm respectively, and the wheelbase reaches 3050 mm, providing users with a spacious and comfortable driving space. In addition, the model is also available with a choice of 20-inch or 21-inch wheels, as well as optional electronic exterior mirrors, further meeting the user's individual configuration needs.
It can be seen from the positioning of the appearance that the 5.1-meter car length and 3050mm wheelbase are positioned higher than the Zhijie S7, similar to the Audi A6L, Mercedes-Benz E-class, BMW 5 series and other executive-level medium and large sedans, and referring to the price of Zhijie S7 249,800 yuan-349,800 yuan, it is expected that the price range of Xiangjie S9 will be within 350,000-450,000 yuan.
Judging from the declaration information, Xiangjie S9 provides consumers with a wealth of power options, including single motor and dual motor configurations. The single-motor model has a maximum power of 227kW and offers a variety of battery options to meet the needs of different users. The dual-motor model is even more powerful, with a maximum power of 158 kW for the front motor and 227 kW for the rear motor, which is paired with a ternary lithium-ion battery to bring the driver an excellent driving experience and outstanding performance.
In terms of configuration, the Xiangjie S9 will be equipped with advanced lidar and side cameras, which greatly improves the safety and convenience of driving. In addition, the new car is also expected to be equipped with Hongmeng 4 system and Huawei's advanced intelligent driving system ADS 2.0, the addition of these intelligent configurations will make the Xiangjie S9 reach a very high level of intelligence, bringing drivers a more intelligent and convenient driving experience.
As the first smart model jointly launched by Huawei and BAIC, the Xiangjie S9 is scheduled to make a stunning appearance at the Beijing Auto Show, with an annual production capacity target of 300,000 units and an expected monthly sales volume of 10,000 units. From the perspective of market positioning, the Xiangjie S9 aims to compete head-to-head with pure electric luxury executive sedans such as BMW i5 and Mercedes-Benz EQE. However, the current monthly sales of BMW i5 and Mercedes-Benz EQE in the domestic market are not satisfactory. Therefore, the ambition of the Xiangjie S9 may lie in seizing the market share that has been occupied by fuel vehicles such as the "56E" for a long time. Although traditional luxury brands such as BBAA have a deep brand history and technical heritage, in terms of humanistic care and the creation of a technological atmosphere, it may be an area where domestic brands can break through and innovate. Let's wait and see whether the S9 can stand out in the fierce market competition and become a new market leader with its excellent product strength and innovative marketing strategy.
ZEEKR MIX: A new species is coming
Nicknamed "baby bus" by netizens, the ZEEKR MIX also appeared in this declaration information, and the new car adopts a completely different naming method from other family models, and it is worth noting that the official positioning it is a crossover SUV.
ZEEKR MIX adopts a similar Hidden Energy minimalist design language to ZEEKR 007 in the exterior design, the vehicle has a round shape, simple lines, a good visual impact, a round and small shape, giving people an inexplicable sense of intimacy, and a suspended roof design, with unique visual effects and science fiction. The body size is 4688mm long, 1995mm wide, 1755mm high, the wheelbase has reached 3008mm, a rare 64.16% axle-to-length ratio, and the internal layout is only five seats, such a body size and proportion, which greatly ensures the spacious and comfortable interior space.
In terms of configuration, the new car adopts the same styling lamp group of ZEEKR 007, there is no door handle on the outside of the body, and the rear door is a side sliding door design. The vehicle is also equipped with a series of intelligent safety assistance functions, such as automatic emergency braking, blind spot monitoring, adaptive cruise control, etc., which effectively improves driving safety.
In terms of power, the two ZEEKR MIX models currently declared are equipped with a 310kW drive motor produced by Quzhou Jidian, a subsidiary of Geely Automobile, with a maximum power of 170kW and a maximum speed of 180km per hour. It is worth noting that the curb weight of the two models is not the same, at 2739kg and 2639kg respectively, and it is expected that the new car will be offered with battery packs of different capacities.
With its unique design, high-tech interior and pure electric system, ZEEKR MIX has shown strong market competitiveness. At present, the new energy vehicle market is in a stage of rapid development, the MPV market is currently in a saturated state, there are not many medium-sized MPV new energy competitors, the price is relatively low, and the market development prospects are relatively broad. The official positioning of the car as a crossover SUV, so the launch of ZEEKR MIX has undoubtedly injected new vitality into the new energy vehicle market.
ID.UNYX & Others: It's hard to say what the market looks like
In the application catalog, we were pleasantly surprised to find Volkswagen's new coupe SUV, ID.UNYX and Volkswagen, which is not from SAIC Volkswagen and FAW-Volkswagen, but from Volkswagen's third joint venture in the Chinese market - Volkswagen Anhui. The Volkswagen ID.UNYX is the first model launched by Volkswagen Anhui, positioned as an A-segment pure electric coupe SUV, and is expected to be launched within the year.
Volkswagen Anhui, the Volkswagen Group's first joint venture in China focused on the manufacture of new energy vehicles, was previously focused on the production of the SEAT CUPRA Tavascan model and successfully exported it to overseas markets. It is worth noting that the design language of the Volkswagen ID.UNYX is very different from other models in the Volkswagen ID. family, but instead shows a striking resemblance to the SEAT CUPRA Tavascan. Therefore, it is highly likely that the new car is based on the local modification of the SEAT CUPRA Tavascan.
In terms of exterior design, the ID.UNYX adopts a completely different design style from the previous models of the ID. family, but also retains the design elements of the current ID. family as much as possible, with the front design of the through-type headlight cluster, the floating roof and the high-gloss black A-pillar enhance the sense of sportiness, and the side of the body presents the shape of a coupe SUV, the lines are clearly visible, and the rear adopts the brand logo that can be lit.
In terms of size data, the dimensions of the Volkswagen ID.UNYX and the public are 4663/1860/1610mm and the wheelbase is 2766mm, while the measurements of the SEAT CUPRA Tavascan are 4644/1861/1597mm and the wheelbase is 2766mm.
In terms of power, the ID.UNYX is available in two power types: single motor version with a maximum power of 170 kW, while the dual motor version with a maximum power of 80 kW and 170 kW for the front and rear motors.
Volkswagen has been deeply involved in the domestic electric vehicle market for many years, and its ID. family enjoys a high reputation among joint venture brands. However, the current market performance of the ID. family is not satisfactory. THE ID.3 HAS CAPTURED A CERTAIN MARKET SHARE THROUGH A PRICE REDUCTION STRATEGY, BUT THE ID.4 AND ID.6 ELECTRIC SUVS ARE ALSO CUTTING PRICES FOR MARKET RECOGNITION, AND THE HIGHLY ANTICIPATED ID.7 VIZZION HAS NOT BEEN ABLE TO SHOW A STRONG PERFORMANCE LIKE A DARK HORSE. For the coupe SUV models with a relatively small audience, the challenges faced by the Volkswagen ID.UNYX and others are undoubtedly more severe. In addition, the Volkswagen ID. series still needs to be improved in terms of intelligent experience, which makes the competitiveness of the new car still uncertain. Therefore, if ID.UNYX wants to make a breakthrough in the highly competitive electric vehicle market, it needs to continue to work hard and improve in many aspects.
ENJOY S9/ZEEKR MIX/ID.UNYX and the crowd
MINI ACEMAN:我是电动MINI
After five years, the second production car of Beam Motors, the MINI ACEMAN, is finally here. As a new all-electric compact SUV under MINI, the MINI Aceman will fill the gap between the MINI five-door version and the MINI COUNTRYMAN in the future.
MINI ACEMAN maintains the unique charm of the MINI brand. The round headlights have been transformed into an irregular polygonal matrix design, with the regular version adding a straight light strip, while the S version is equipped with a ring light strip as standard. The closed middle grille blackens the outer contour and upper part, and integrates a front camera and millimeter-wave radar. The front bumper is flanked by raised corners with black trim panels, and the S version also has a central grille profile and a technical trim strip on the bottom front lip, adding to the sporty feel of the vehicle. The side shape of the body is smooth and compact, like a miniature version of the COUNTRYMAN, showing the refinement and dynamism of the MINI brand.
INSIDE, THE MINI ACEMAN IS JUST AS INNOVATIVE AND PERSONAL. 3D digital printing and embroidery design create a playful interior space. Extensive use of recycled materials, without leather and chrome, to create a sustainable future of rides.
In terms of power performance, the MINI ACEMAN is available in two power versions. The regular version of the MINI ACEMAN has a total electric motor power of 135 kW and a 40 kWh battery pack for a range of about 300 km. The MINI ACEMAN S has a total electric motor power of 160 kW and a 54.2 kWh battery pack for a range of about 400 km.
MINI ACEMAN still maintains a unique attitude, with a posture of no one rolling. There is still a lot of potential in terms of performance and options, but it is destined to be a big toy for the lesser friends.
Lingxi L: Young consumers like this kind of design?
The Lingxi L is the first model under the new energy brand "Lingxi" launched by Dongfeng Honda, positioned as a coupe model, and is scheduled to be officially launched in 2024.
From the perspective of exterior design, Lingxi L adopts a very scientific and technological sense and personalized design language, and the polyhedral design concept and rich line outline make the vehicle unique and full of tension. Such a design not only meets the aesthetic needs of young consumers, but also demonstrates Dongfeng Honda's innovative strength in the field of new energy vehicle design. In terms of body size, the length, width and height of the Lingxi L are 4830mm, 1845mm and 1503mm respectively, and the wheelbase is 2731mm, which provides it with ample interior space.
Design elements such as the oversized floating curved screen, half-spoke steering wheel, and thin seats create a strong sense of futuristic technology. At the same time, the application of cutting-edge technologies such as Lingxi intelligent electric platform, Lingxi DRIVE intelligent driving system and Lingxi SPACE intelligent cockpit also provides users with excellent interactive experience and immersive driving experience.
In terms of power system, Lingxi L will be equipped with a TZ200XSBT1 drive motor produced by Zhixin Technology Co., Ltd., with a maximum power of 160kW. At the same time, this model uses a lithium iron phosphate battery produced by Xiangyang Fodi Battery Co., Ltd., which has strong stability.
As the first model under the Dongfeng Honda new energy brand, Lingxi L shows the brand's positive attitude towards the new energy market and in-depth exploration of future automotive technology. However, judging from the declaration drawing, although Lingxi L has a distinctive personality in the exterior design, some details are slightly complicated, such as the triangular geometric line design on the side of the body may make some consumers feel that it is not concise enough, try to ask young consumers really like this design? I am afraid that further market feedback and user evaluation are needed to verify. The details need to be optimized and improved, but on the whole, it is undoubtedly an important step for Dongfeng Honda in the field of new energy vehicles.
Dongfeng Yipai eπS08: Find your own position
This is the second time that Dongfeng Yipai eπS08 has been listed in the catalog. Judging by its tail mark, the car is expected to be renamed Dongfeng Yipai eπS08. It is reported that the new car is positioned as a medium and large SUV, and will be offered in plug-in hybrid and pure electric versions, and is expected to be officially launched in the third quarter of this year.
Dongfeng Motor Group has now formed a market pattern of six new energy brands, VOYAH and Mengshi have improved in the high-end and off-road markets, but Dongfeng, Dongfeng Fengshen and Dongfeng Yipai for the mainstream market are still climbing. In the latest declaration information, the new model Dongfeng Yipai eπS08 was unveiled.
The front face of the new car adopts the latest design style, the closed grille is in line with its new energy identity, and the through-type headlight cluster with the bulging rib line of the engine compartment cover makes this car look very atmospheric. The plug-in hybrid variant gets low-drag wheels, while the all-electric variant gets seven-spoke wheels with side-view cameras.
In terms of body size, the length, width and height of the new car are 5002/1972/1732mm, and the wheelbase is 3025mm, which is a standard medium and large new energy SUV. At the rear, the car features the same continuous taillight cluster as the front of the car, with a spoiler on the roof and a black trim on the rear bumper below, enriching the visual hierarchy of the vehicle.
The plug-in hybrid version will be equipped with a 1.5-liter engine and electric motor, with a maximum engine output of 108 kW and an all-electric range of 154 km, and an all-electric motor with a maximum output of 200 kW and a range of 636 km. The extended-range model, which appeared before, does not appear in the catalog.
From the perspective of positioning, the sales of new energy SUVs such as Volkswagen ID.6 and Buick E5 of joint venture brands are climbing, and the M7 and Ideal L series have also seized the vast majority of the market. Therefore, whether it is to enter the game at a low price, or to occupy the minds of consumers with differentiated personalization, and considering the brand image of Dongfeng, Dongfeng Yipai eπS08 is facing a lot of challenges.
Write at the end
Looking at the characteristics of these new cars, it is clear that they have gone beyond the traditional family car. Luxury, high-end and individuality are gradually becoming the core labels of these new cars, and this batch of declaration information has undoubtedly brought us many eye-catching highlights.
The new energy market has shifted from mass to niche, reflecting the steady rise in consumer acceptance of new energy products. There may be multiple motives behind the willingness of car companies to launch niche products: first, to seek differentiated competition to stand out in the fierce market competition, second, to meet the individual needs of specific consumer groups and accurately position the market, and third, to carry out technological innovation and product innovation to explore more possibilities in the field of new energy. However, niche products are relatively small in size, which is accompanied by certain market risks, and the uncertainty faced by car companies will increase accordingly. In addition, the R&D cost of some niche products may be relatively high, which is undoubtedly a risky attempt for car companies with weak financial strength.
Nevertheless, the addition of a number of niche products also indicates that the new energy market is moving towards diversification and innovation. This is extremely beneficial for consumers and the entire car market. Consumers will have more choices to meet different needs and preferences, and the market will be more active due to the diversification of products, promoting the sustainable development and progress of the new energy industry.
Highlights:
The S9 declaration map is expected to be unveiled at the Beijing Auto Show
OR WILL BE LAUNCHED WITHIN THE YEAR VOLKSWAGEN ID.UNYX AND PUBLIC DECLARATION MAP
The front face design adjustment The declaration picture of the new DENZA N7 was exposed
MINI ACEMAN/灵悉L/eπS08