Last year, the production and sales of new energy vehicles in mainland China reached 9.587 million and 9.495 million respectively, an increase of 35.8% and 37.9% year-on-year, respectively, and the market share reached 31.6%.
There is no doubt that new energy vehicles have become an important development direction of the automotive industry. In this context, both traditional car companies and new car-making forces are making full efforts to new energy vehicles, in order to get a bigger share of the new energy cake. Dongfeng Motor, a veteran domestic car company, is also accelerating its transformation and upgrading, and officially released the "Dongfeng Yipai" brand last year, trying to seize the opportunity to achieve overtaking on a new track.
It is understood that the first new car of the Dongfeng Yipai brand, Dongfeng Yipai eπ007, has been officially launched, and the car has also become a key model for Dongfeng Motor to participate in the new energy vehicle market this year. So, the question is, can eπ007 stir up some waves in the current competitive market?
Honestly, it's hard.
First of all, let's look at the pure electric model, the guide price of Dongfeng Yipai eπ07 2024 530pro version is 166,600 yuan, but this price can actually buy the already listed Changan Qiyuan A7 Zhenxiang 710 flagship version (159,900 yuan) and Leap C01 625 premium version (158,800 yuan).
The pure electric range of the Dongfeng Yipai eπ07 2024 530pro version is only 530km, which is much worse than the 710km of Changan Qiyuan A07 and the 625km of Leap C01. This extra 100-200km range is enough for most office workers to commute for several days. In terms of power, Dongfeng Yipai eπ07 2024 530pro version has a maximum torque of 310 Nm and a maximum power of 160kw, which is not much different from Changan Qiyuan A07 Zhenxiang 710 flagship version, but if you buy Leap C01, the maximum torque and maximum power can reach 360 Nm and 200kw respectively.
The body size of Dongfeng Yipai eπ07 is 4880x1895x1460mm, Changan Qiyuan A07 is 4905x1910x1480mm, and Leap C01 is 5050x1902x1509mm. For medium and large sedans, the disadvantage in body size will make the whole car appear less imposing, and it will naturally make some small partners who pay attention to the aura of the body retreat.
Secondly, in terms of intelligent configuration, which young consumers pay more attention to, although the performance of Dongfeng Yipai eπ07 is not shabby, it has no advantages. For example, it is not equipped with a front parking radar, and the guide price of 166,600 yuan does not support dual-zone control of air conditioning and on-board air purifier (Changan Qiyuan A7 Zhenxiang 710 flagship version and Zero Gun C01 625 premium version are available). This price is also only equipped with 4 ultrasonic radars, and if you want 12 ultrasonic radars, you need to choose a higher-level intelligent driving system. The Changan Qiyuan A7 Zhenxiang 710 Flagship Edition and the Zero Gun C01 625 Premium Edition are equipped with 5 and 12 ultrasonic radars respectively.
Dongfeng Yipai eπ07 is also equipped with a double-opening scissor door, which will indeed enhance the product image and raise the product grade. However, for consumers who buy 15-200,000 yuan models, scissor doors may not be very practical, and they will also be a little embarrassing.
Speaking of the extended range version of the model, the guide price of the Dongfeng Yipai eπ07 200Pro extended range version is 159,600 yuan, the pure electric range is 200km, the comprehensive range is 1200km, the maximum power is 160kw, and the maximum torque is 310 Nm. This data is okay, but the dark blue SL03 with a guide price of 156,900 yuan on the market has already been reached, and it is far ahead in the extended-range sedan rankings. There is also the Leap C01 316 Premium Edition, with a guide price of only 155,800 yuan, a pure electric range of 248km, a comprehensive range of 1276km, and a maximum torque of 360 Nm.....
To put it bluntly, the now launched Dongfeng Yipai eπ007 is not bad, but it has no obvious advantages in the face of existing best-selling brand models. Originally, Dongfeng's independent new energy models were not enough to attract consumers in terms of technology and brand power, and the launch of new products failed to make people shine. Therefore, in the range of 15-200,000 yuan, consumers are likely to be more willing to choose those new energy models that have withstood the test of the market. After all, who would take hundreds of thousands of dollars to try and make mistakes, and give up the existing best-selling models to choose a new car?
Some netizens mentioned that Dongfeng Yipai eπ007 provides a preferential policy of 30,000 yuan, and it is quite affordable to enjoy this policy. But the reality is that this 30,000 yuan discount is not always available, but is limited to the pure electric version of the model from March 14 to April 30. ,
To be honest, after the rapid development of new energy vehicles in the past few years, the industry has a number of mainstream brands that are widely known by consumers, such as Tesla, BYD, Ideal, etc. If you want to fight for survival space from these "giants", it is necessary to have real materials, and it is impossible to expect some new products without bright spots to stand out from the encirclement.
In the planning of Dongfeng Passenger Vehicle's new energy brand "Leap Action" last year, Dongfeng set a goal of achieving annual sales of new energy vehicles to exceed 1 million by 2025. If you really want to achieve this goal, Dongfeng Yipai will inevitably take a road of overcoming obstacles.
According to public information, Yu Fei, who had resigned from Dongfeng Lantu, was recalled to Dongfeng and served as the general manager of Dongfeng Yipai Division. Yu Fei graduated from Wuhan University of Technology, and in May 2019, Yu Fei first joined Great Wall Motor as the director of product planning. In October of the same year, he served as the deputy general manager of the ORA brand, and was later promoted to the general manager of the ORA brand marketing. In 2021, the cumulative sales of the ORA series increased by 140% year-on-year.
In July 2022, Yu Fei began to join Dongfeng as the general manager of VOYAH Automobile Sales and Service Co., Ltd. However, VOYAH did not perform as smoothly as Euler. After 10 months on the job, Yu Fei left VOYANT. In that year, the cumulative sales of VOYAH were 19,400 units, which was only 63% of the sales target after the mid-year reduction in 2022, and the outside world also blamed the sluggish sales of VOYAH for Yu Fei's departure. Compared with the old car in the Dongfeng system, Yu Fei is an imported talent, and Yu Fei's return can also see the urgency and determination of Dongfeng Motor to develop new energy......
In addition to Yu Fei, Zhou Zhiping, the former vice president of FAW, served as the general manager of the new Dongfeng Motor Group Co., Ltd. According to the data, Zhou Zhiping was born in Jishui, Jiangxi Province in January 1971, graduated from Beijing Institute of Technology with a major in management science and engineering, and is a senior engineer. Previously, Zhou Zhiping successively held important positions in Changan Automobile and FAW Group. Zhou Zhiping has always liked amateur marathons and has participated in full marathons many times. It is said that the new official took office with three fires, and whether Zhou Zhiping's three fires can make Dongfeng Yipai gain a firm foothold in the new energy market let us wait and see.
Write at the back:
Good wine is not afraid of deep alleys, but it is not easy to really make good wine. The competition in the new energy vehicle market is becoming more and more fierce day by day, and it is becoming more and more difficult for new entrants to survive. Without a good product, you can't make a good wine, and it will become an inevitable result to be out.
Therefore, Dongfeng Yipai must come up with really strong technology and strength on the new energy track to bring consumers cost-effective new products, eπ007 obviously does not have this strength.
For Yu Fei, regardless of whether the last decline in sales of VOYAH had anything to do with it, taking the helm of Dongfeng Yipai this time will be an important opportunity to prove whether he has real talent and learning. For Zhou Zhiping, leading Dongfeng Motor to develop new energy will be a long and arduous marathon......