[Introduction: When Xiaomi SU7 frantically PK Tesla Model 3, Zhiji L6 unilaterally regarded Xiaomi SU7 as an "imaginary enemy", and the involution of the passenger car industry has been out of control. The vast majority of manufacturers have never shied away from involution, and even enjoy it. However, the homogenization caused by involution is unavoidable, whether it is traditional manufacturers or new forces in car manufacturing, they are becoming more and more similar in the fierce game, and the vast majority of car companies are "converging", and they are deeply trapped in it, and it is difficult to extricate themselves. 】
Written by Yun Li, edited by He Zi
Recently, at the release site of the Fengyun A8 Voyage Edition, Chery conducted a bold public test for the Fengyun A8 in a high-profile manner, and the whole process was broadcast live, aiming to prove the ultimate authenticity and excellent product quality. It can be seen that Chery is "seeking truth" and deliberately releasing the signal that "when the industry is more exaggerated, Chery will be more real", so as to respond to all changes unchanged.
How does Chery "seek truth"?
Chery called the press conference "a 'more real' press conference". From price to measurement, and then to technology, Chery has expressed "truth-seeking", "pragmatism" and "technology leadership" to the extreme.
The Chery Fengyun A8 Voyage Edition has launched a total of three models, divided into standard, comfortable and luxury, with prices of 109,900, 119,900 and 129,900 respectively. Compared with the official price limit of 149,900 yuan before the launch of the Voyage version model, the top model of the Voyage version can be said to have dropped by 20,000 yuan from the original price.
From the point of view of the actual car, the voyage version has made some distinctions with other versions of Fengyun A8 in terms of styling, and the voyage version adopts a new "wind" font front face design, and the closed area of the front face is larger, which is closer to the market's habitual appearance perception of new energy vehicles. The Yuanhang version is equipped with DC fast charging, "mobile power station" and 17-inch rims as standard, which is what Chery calls "price reduction without reduction".
On the one hand, it is the sincerity of new car pricing, and on the other hand, Chery's support for the value retention rate of used cars. According to Chery, the whole vehicle + used car of the Fengyun series can enjoy a lifetime warranty. The warranty of the whole vehicle is not unusual, but it is almost "the same" for used cars, which is not too common in the industry.
New cars and old cars are Chery cars, pricing and warranty are related to the pre-sale and after-sales of consumers, in Chery's view, pre-sales and after-sales are not separated, and Chery is even more unlikely to be two-faced than flipping books, so Chery has no comparison in price.
Chery's comparison has also spread to the "actual test" link, Chery Fengyun A8's public test and live broadcast record have made many so-called "actual tests" and "experiments" in the industry lose their luster.
Chery is well versed in the principle of "real gold is not afraid of fire", and has set up two field test items for the Fengyun A8 Voyage Edition, which Chery calls "true ring turn" and "hard disassembly".
In the "True Ring Rotation" part, the Fengyun A8 Voyage Edition drove continuously for 1 hour at a speed of 180km/h in the high-ring field in feed mode, and the hybrid C-DM system did not stall significantly, and the whole process was broadcast live without interruption.
In the "hard disassembly" part, Chery directly disassembled the Fengyun A8 Voyage Edition on the spot at the press conference, and the body structure and materials were fully revealed. All kinds of details praised by Chery as "five-star safety design", and the parts of the vehicle that are not easy to be seen in daily life, are unreservedly released or even amplified by Chery in this link.
It is said that "out of the circle" and "brilliant" are the best means to deal with homogenization, but it has been proved that "breaking through" is easier said than done. Exaggerated and false, indiscriminate, and sometimes the market returns of silent doers may not be as good as those of the crash school or capital flows.
From the perspective of objective phenomena, most manufacturers would rather make the story beautiful and the rhetoric gorgeous, rather than spend more effort to carry out convincing public testing, after all, the former can at least lock in a certain number of potential users, and the latter can play an incalculable practical role.
Moreover, the public test has quite high requirements for the hard power of the product, which must be able to withstand consumer comparison, reference from friends, and even opponents. To some extent, public measurements are thankless and even risky. But for Chery, it's a good opportunity to show confidence, pragmatism, sincerity and pattern.
Is Chery really asking for a name?
The Fengyun A8 Voyage Edition has completed the actual test, and it has also left the impression of "love is more true".
Chery Automobile was awarded the "TOP Grade Certificate". Some people say that the power, handling and energy-saving attributes of the Fengyun A8 Voyage Edition have been corrected again due to the agency certificate. Honestly, a similar statement applies to most brands or products, but it would seem superficial if it was forcibly tied to Chery.
Is Chery really asking for a name? But anyone who knows Chery will feel "not necessarily". "What can be seen does not need to be said, and what cannot be seen is worthy of being more serious", this is Chery's paranoid detail, truth-seeking and responsible attitude. Chery is full of disdain for surface engineering and face decoration, and "eating by face" or "eating by cheating" is not at all in line with Chery's car-making values.
"Only by being more true at all levels of technology can we create a good technical car", "Only by being more true in the invisible details can we create a good quality car", which is the brand theme throughout the entire launch event, which is full of Chery's style characteristics of "science and engineering man" and "technology maniac", which must also be what Chery wants to say the most.
Chery's landing point is still "technology", taking the Fengyun A8 Voyage Edition as an example, what kind of technology can strongly support the public measurement, so as to support its title of "non-stall hybrid car".
There are roughly three points, namely power, handling, and safety. Although this "three-board axe" is a cliché in the industry, and even gradually became dim in the era of rampant trams, and has a tendency to be replaced by the new three things of "battery life, intelligent cabin, and intelligent driving", Chery regards it as the center of gravity of car manufacturing and will never become obsolete.
The fifth-generation ACTECO 1.5TGDI high-efficiency hybrid engine and the third-generation DHT continuously variable transmission equipped with the Fengyun A8 Voyage Edition integrate many advanced technologies in the industry, such as Miller cycle, supercharged intercooling, and dual-V oblique high-efficiency dual motors, to achieve energy-saving performance while also creating a continuously strong power performance without stalling.
The Fengyun A8 Voyage Edition is also equipped with the latest generation of IPB braking system, enhanced front axle roll stiffness and other chassis enhancement measures, to achieve both excellent handling flexibility and stability.
In terms of safety technology, Chery has selected aluminum alloy front protection beams, high-strength cage body, 80% high-strength steel and 20.6% hot-stamping steel, and the new car is also equipped with a unique 10-airbag configuration in the same class, and supports millisecond-level high-voltage power outages in 20 scenarios.
Only by "seeking truth" will we grasp the key points
The internal combustion engine "started", and for decades it has shaped the label of "technology enterprise", and the "Chery-style" impression has long been deeply rooted in the hearts of the people. It is undeniable that Chery does have a dedication to power technology beyond the industry, but it has to be admitted that Chery is a good hand at focusing on key points.
"Technology to build cars" is Chery Automobile's belief, and it is also the guarantee to secure the technical job bowl and realize the "strong enterprise with technology" and "strong automobile country". Therefore, Chery has always been firm in the direction of technological development, which is somewhat similar to Mazda and Honda, which focus on the research and development of internal combustion engines.
Chery will not easily follow the trend, let alone "grab the eyebrows and mustaches" to cater to superficial industry trends, but instead focus on internal combustion engines and core technologies. However, compared with Japanese friends, Chery is not exactly like it, and Chery's focus is to "lead the area with points" and seek all-round development.
Today's Chery is not biased, just like Chery's battery safety, smart cockpit, super flash charging and assisted driving have also reached the industry's leading level, but the professional threshold of these points is general, and it can be achieved by capital operation and (external) technology empowerment in the industry.
Comments
Chery Automobile has always been like an "alternative", unlike other manufacturers who regard "marketing" as their top priority, Chery is more obsessed with technology and patents, and the impression label of "technology nerd" is the best proof of this. Chery has a kind of drilling for technology, and the paranoia and sincerity of products make it always develop along its own trajectory, and the involution of the market and the exaggerated atmosphere will only make Chery more determined.
(This article is the original of "Heyan Reading Cars", and may not be reproduced without authorization)