In 2024, China's auto market will develop rapidly, and new energy vehicles will gradually get better, with new brands and new models springing up, and the new energy vehicle market is accelerating towards high-quality development, welcoming a new moment and imagining new wonderful, opportunities and a promising future.
Spring and scenery are full of life. The 2024 (18th) Beijing International Automobile Exhibition is coming as scheduled. EV Vision held the "New Era · In an exclusive interview with the theme of "New Vision - Opening a Smart Future Travel", Lv Ting, deputy general manager of the strategic marketing department of Shenlan Automobile, was a guest at the EV Vision booth to share the latest developments of enterprises and products, summarize the past, look forward to the future, and put forward new thoughts and insights.
The origin of the name G318 explores the eternal symbol of freedom
Deep Blue Automobile, as a young force in the automotive industry, has successfully launched three products since its establishment two years ago. This year, the brand's latest masterpiece, the G318, was officially unveiled. Regarding the story behind the naming of this product, Lu Ting explained that National Highway 318 has a special meaning in the hearts of Chinese, it is not only a landscape avenue, but also a spiritual symbol.
She said that in the process of co-creation with users, Deep Blue Auto found that the user group loves to explore, whether it is the exploration of nature or the pursuit of the unknown, they are eager for freedom and adventure. In this process, National Highway 318 is frequently mentioned, showing its universal emotional value in the hearts of Chinese people. Deep Blue Automobile hopes that through this car, it can meet the user's yearning for exploration and freedom, and continue to make breakthroughs in technology, and finally create a model that can adapt to the changing road conditions of National Highway 318. They want drivers to be able to experience the magnificent scenery of National Highway 318 in comfort, while challenging themselves and feeling the breath of freedom.
When asked why she chose to launch a hard-core SUV model, Lu Ting shared the considerations of Deep Blue Auto from multiple perspectives. She pointed out that Deep Blue, as a young brand, has launched two products that have been well received. When it comes to the third product, they hope to achieve a certain degree of improvement at the brand level, and find a new market range by meeting the needs of personalization and differentiation.
In addition, they found that there is a large unmet demand in this market range, especially after the epidemic, the demand for outdoor adventure and tourism is increasing, but there is no product in the market that fully meets these needs. Deep Blue Auto sees this opportunity and hopes to provide consumers with a new choice through the G318 model to meet their desire for outdoor adventure and free life.
Insight into the pulse of the market, the forward-looking strategic layout of Deep Blue Automobile
In the current situation of fierce competition in the hard-core SUV market, Deep Blue Automobile chose to launch its third model, the G318, and there are well-thought-out strategic considerations behind this decision. Lu Ting explained this at multiple levels.
First of all, from a strategic point of view, Deep Blue Automobile decided to expand the product matrix through the third model at a specific stage of brand development, and hoped to achieve the upward traction of the brand through this product. Secondly, based on market demand and user research, Deep Blue Auto found that after the epidemic, users' demand for outdoor travel surged, and the existing urban SUV products were insufficient to meet personalized needs. Deep Blue Auto identifies these pain points and is committed to providing solutions, and the birth of the G318 model is based on such market insights.
In the hardcore off-road SUV market, the product must have enough strength to attract consumers. Lv Ting emphasized that the G318 model is not only not inferior to the traditional hard-core SUV in terms of hard-core performance, but also innovates in many aspects. She summarized the characteristics of the G318 as "one hard and four new", that is, while maintaining the hard-core off-road ability, it has innovated for the four main pain points of users.
The G318's hardcore capabilities are reflected in its dual-motor four-wheel drive system, ET all-terrain mode, and advanced features such as off-road creep, which ensure excellent passability of the vehicle in complex road conditions. In terms of styling design, the G318 abandons the square design of the traditional hard-core SUV and adopts the concept of cyber metal rough cutting, with smooth lines and a full sense of technology.
In response to the problem of high fuel consumption of hard-core SUVs, G318 is equipped with Deep Blue Super Range Extension 2.0 technology to achieve ultra-low fuel consumption, with a fuel consumption of only 6 to 7 liters per 100 kilometers, which is much lower than that of traditional hard-core SUVs. In terms of space utilization, the G318 provides a spacious interior space by optimizing the body structure, while maintaining the high strength and rigidity of the hardcore body.
In addition, the G318 has also innovated in space expansion and playability, with a roof load of up to 300 kg, which can be equipped with tents, the side can be extended, the front is equipped with spotlights with a range of 250 square meters, and the rear has a 1.6-ton trailer qualification, which greatly improves the practicality and fun of the vehicle.
In terms of comfort, the G318 is equipped with luxury configurations such as CDC air suspension, which ensures the comfortable experience of the vehicle in urban driving and solves the inconvenience of traditional hard-core SUVs in urban commuting.
To sum up, the G318 model, with its design concept of "one hard and four new", not only shows the competitiveness of Deep Blue Automobile in the hard-core SUV market, but also reflects its deep understanding of market demand and accurate solution to user pain points.
Innovative user portraits, G318 leads the market expectations
When talking about the portrait of the models in the market for users, Lu Ting put forward a unique insight.
She believes that traditional approaches to user profiling, such as categorization by age, education level, and marital status, are not fully applicable to the current market needs. She emphasized that the real user portrait should start from the needs and focus on those urban people who have poetry and distant dreams in their hearts. These people may not be able to get away from the city as often as they are for work or other reasons, but they are eager to have a car that can handle the needs of urban commuting and outdoor adventures. Lu Ting pointed out that their target customer group is those who seek the convenience of an urban SUV while also craving personalization and outdoor capabilities. Not only does this car meet all the needs of an urban SUV, but it also has a unique aesthetic and functionality that will be perfect for everything from a city commute to a weekend outdoor adventure.
During the discussion, the moderator raised a question about the launch time of the G318 model. Lv Ting revealed that the model will be toured in 11 cities after the May Day holiday to meet with consumers. Bookings will begin in mid-to-late May, while mass deliveries are scheduled for June, meaning consumers will soon be able to experience the new car.
In addition, on the issue of marketing rights when purchasing a car. Lv Ting responded that since March 18, the Deep Blue brand has opened the recruitment activity of the 318 self-driving travel club, and more than 30,000 users have applied to join. Users who join the club and book a vehicle will enjoy a travel package for two people worth about 6,000 yuan for popular attractions on National Highway 318, as well as the opportunity to participate in the long-distance self-driving tour organized by Deep Blue. She also mentioned the ecological energy replenishment plan provided by the Deep Blue brand for car owners, which plans to build more than 1,000 charging piles in popular hotels and B&Bs along the 318 route to facilitate charging for users.
Finally, Ting discussed how to establish a mechanism for communicating with users. She emphasized that the Deep Blue brand has always been user-centric, and the co-creation mechanism with users has been carried out for more than two years, involving more than 100 activities and the participation of tens of thousands of users. The content of co-creation not only includes the definition of vehicle functions and the iteration of the vehicle machine system, but also involves service upgrades.
In addition, for the upcoming 318 models, the Deep Blue brand plans to further give full play to the user's strengths in terms of user self-driving travel skill sharing, skill sharing, vehicle function sharing and self-driving tour route expansion, so as to jointly create a vibrant circle culture.
Write at the end
Through this interview, we deeply realized that Deep Blue Automobile, with its keen insight into market trends, especially after the epidemic, launched the G318, a hard-core SUV model, in response to the surge of Chinese people's interest in outdoor adventures and tourism activities, as well as the shortcomings of existing urban SUVs in meeting personalized needs. The model adopts the design concept of "one hard and four new", and has made innovative breakthroughs in fuel economy, space optimization, ride comfort and entertainment interaction, etc., and accurately meets the needs of users for the dual functions of daily commuting and outdoor adventure in the city.
Ms. Lv Ting also emphasized the user co-creation mechanism and ecological energy replenishment plan of Shenlan Automobile, which not only reflects the firm position of Shenlan brand to take user needs as its core value, but also demonstrates its commitment to working with users to create a vibrant community culture.
The launch of the G318 model not only marks the strong rise of Deep Blue Automobile in the hard-core SUV market, but also a strong proof that it accurately grasps the pulse of the market, has in-depth insight and meets the needs of users.