At the Beijing Auto Show, the pre-sale price of the Warrior M-HUNTER was 3.68 million, once again breaking the price ceiling of China's hard-core off-road vehicles.
Apparently, the very top of the pyramid of the car market was blown open. From warriors to look-ups, from tanks to equation leopards, the collective group charge of China's luxury off-road brands has completely shredded this once closed market.
Judging from the three blockbuster models released by Mengshi Technology, the most important thing is not the price breakthrough, but the value remodeling.
The M-HUNTER pioneered a number of firsts in luxury off-road tracks. It is China's first off-road vehicle with wheel torque exceeding 20,000N·m, China's first off-road vehicle with a full carbon fiber body, China's first tube girder vehicle based on the Mengshi intelligent off-road architecture M TECH, and China's first extreme performance vehicle with military-grade central centralized charging and deflation system.
Mengshi 917 Highland Lion Edition, open a new life of exquisite luxury off-road, customizable is really luxurious, Mengshi Technology provides users with high-end customized services of "one car, one price, one person, one drive", and creates the era of "one car and a thousand faces" for China's off-road vehicles.
The Warrior 917 "Jiaolong Battle Armor" version, combining the military style with Chinese dragon elements, the Desert Storm Yellow military coating, the majestic straight waterfall style middle mesh layout, the mighty dragon tooth bionic shape, and the majestic dragon scale hood ventilation cover will fill the front face combat value. This car was jointly released with the movie "Jiaolong Action", which established a new military brand image of China's hard-core off-road vehicles, highlighting the brand core of Mengshi Technology's fearless conquest.
During the Beijing Auto Show, Shuidi Auto APP interviewed Wang Jiong, deputy general manager and chief brand officer of Mengshi Technology. He believes that Mengshi Technology has always adhered to the user-centric, starting from the personalized needs of users, and continues to deepen the high-end customization and modification ecology.
The release of the Warrior 917 "Highland Lion" official change set and the launch of the "Dragon Armor" version are both extensions of the previous three specific scene official changes of Wilderness City, Desert Falcon, and Weekend Warrior. Because, in the current era of intelligent electronics, "software-defined vehicles", the more important principle of the high-end off-road market is "scenario-defined vehicles".
The soul of Mengshi Technology is "extreme purity". The M-HUNTER is a production-ready model that is not a concept car, but is aimed at the world's top off-road enthusiasts and collectors, and will be delivered next year.
We know that Mengshi Technology's "confidence to go sideways" has a source.
First, the intelligent off-road architecture M TECH is the world's earliest exclusive luxury electric off-road comprehensive technology solution, and takes the lead in creating a platform technology with "general hardware + software platform + standard interface" as the core. Second, the invincible MEGA POWER integrates the cutting-edge achievements of Dongfeng Group's "three electrics" technology, electronic and electrical architecture and intelligent technology research and development; third, it is the M ATS off-road all-terrain intelligent solution, which supports a variety of off-road driving modes such as "snow, mud, sand, rock, and wading", so that off-road novices can instantly become off-road veterans.
All these electric off-road "black technologies" come from Dongfeng Group's painstaking research and development over the years, and are committed to creating the "red technology" of "the source of new energy original technology and the length of the modern industrial chain" in the era of intelligent electric vehicles, which is the sci-fi name named by Dongfeng Motor - "Leap Action".
Of course, for Mengshi Technology, what is more important is not only the value reshaping of technology and products, but also the comprehensive establishment of China's off-road brand culture.
In recent years, China's aircraft carriers, large drives, Universiade, Dongfeng Express, mid-course anti-missile, space station, and lunar landing programs have made all-round breakthroughs in high-tech with military colors, reflecting the strong leap in China's military science and technology. In the future, there will be major changes in the global geopolitical pattern, and Chinese users and "military fans" will only have a more ardent love for the military industry, which is an undoubted situation.
When the cultural pride of the Chinese people begins to awaken, the brand imagination space with China's military industry as the background is huge. When Dongfeng Group enters the auto market strongly, it will inevitably be able to arouse enthusiastic responses, even those Internet celebrity ladies and sisters may be difficult to resist this positive energy of "getting stronger".
This kind of cultural potential energy, once activated in the high-end off-road vehicle market, the "ideological steel seal" of Mengshi Technology will be indestructible and unbreakable. Because of the focus on the entire hard-core off-road vehicle market, Mengshi Technology has been making military vehicles for 17 years before, and then the experience of military to civilian to break into the civilian market is "unique", and the high heat, high value, and high traffic may not be able to stop it.
Obviously, the high-end luxury car market, which has been surging at present, will be even hotter in the future. Warrior Technology is fighting for "military fans", and this battle has just begun.
Shuidi Auto APP: After one year of operation, what is the most important gain and experience of Mengshi Technology?
Wang Jiong: In the past year, our knowledge and understanding of the market and users have been deepened, and the mutual trust relationship we have established with them has become increasingly solid. The original intention of creating the Mengshi brand, the positioning within Dongfeng Group, is committed to building a benchmark for a user-oriented enterprise.
We pay more attention to communication and interaction with users, and deeply understand their needs and expectations, so as to create products that are more in line with market demand and user preferences. At the same time, Mengshi Technology will continue to optimize its own operation and management, improve service quality and user experience, and create greater value for users.
Water Drop Car APP: Jiaolong Battle Armor This car is co-branded with the movie, will such different versions be launched in the future?
Wang Jiong: Jiaolong Battle Armor is a facelift, and it is a co-branded version between us and Bona Films. The overall development cadence and process of this product was discussed and redefined internally and between the R&D center and the Group's Strategic Planning Department.
Is the traditional automobile development cycle, such as a small change in 3 years and a major change in 5 years, applicable to Mengshi products? The logic and methods adopted by many emerging forces in the development of models are significantly different from the models used by traditional fuel vehicle companies.
From the perspective of the product development process and product sequence of Dongfeng Mengshi Technology, the Mengshi off-road platform MORA adopts a native electrification architecture, which supports global scalability, has the ability to expand the wheelbase with ultra-large bandwidth, and can realize the highly flexible modular global off-road function expansion. It is also compatible with a variety of body types, and derives a variety of models such as SUVs and pickup trucks of different sizes and levels.
For example, the "Highland Lion" modification kit that we launched at the same time has been further optimized in terms of strength and weight compared to the previous version. This design makes it especially suitable for users to carry out extreme long-distance off-road activities in places where there is no signal at all, such as Qiangtang, no man's land, and Altun Mountain.
In the past, it was often said that software was used to define the car, but now I think there is still one thing that needs to be added, and that is to define the car in terms of scenarios. According to the usage scenarios of different users, the shape and appearance of this car can be adjusted to show different styles to meet the individual needs of consumers in different usage scenarios.
Therefore, the traditional development cycle model is not fully applicable to the Warrior model. In order to ensure that the product can continue to innovate and meet the market demand, the development strategy should be flexibly adjusted according to market changes, technological progress and the specific needs of users.
Water Drop Car APP: The market segment of high-end luxury off-road is undergoing great changes, what does Mengshi Technology want to convey in terms of brand positioning?
Wang Jiong: The brand concept and values of Mengshi Technology have always been consistent, and the spiritual elements of "fearless conquest" are deeply rooted in the soul of the brand, and these four words can convey a strong brand connotation. More importantly, how do we clearly convey the values that the brand gives to users? It can be bracketed into nine words: "Over the mountains and seas, reading extraordinary, and enjoying life".
The reason for the launch of many modification kits and high-end customized content is to reflect the user's demands in the product to the extreme, so that the product performance and user needs are perfectly matched. We hope that users can realize their dreams that could not be achieved with other products before after owning Mengshi products, which is the concept of Mengshi brand.
The attitude of the M-HUNTER uses four words: extreme purity. Our benchmark is the Babos 900 Climber. This is not a concept car, but a real production car for the world's top off-road enthusiasts and collectors. The auto show announced its price of 3.68 million yuan, and it is limited to 33 units worldwide. This year, Mengshi Technology's modification matrix and personalized customization matrix have been rapidly improved, and they will be delivered next year.
Mengshi's attitude towards the exploration of luxury and extreme off-road is unwavering. In the future, we will launch more retrofit products to meet the needs of more users, such as urban living, administrative and business reception purposes. But the core remains the same, and we expect that in a few years, when people mention the Warrior brand, the first label is the irreplaceable top luxury hardcore off-road.
Water Drop Car APP: What is the difference between Mengshi Technology's current locking of intelligent electric off-road vehicles and its previous experience in making military off-road vehicles?
Wang Jiong: First of all, the technical route is completely different from the past. Dongfeng company has been focusing on the research and development of military off-road vehicles, from the first generation to the third generation of warrior military vehicles, there is a deep heritage. Therefore, in the research and development of military vehicles, we always follow the high standards of military standards.
Because of this, we have waited for 17 years to finally find a new track of new energy. As a result, the Warrior 917 came into being, which represents an important step in the civilianization of our military warrior technology. Now, we are fully in accordance with the new energy, new track to develop products, cooperate with the market and carry out user operations.
Despite the different technical routes and market positioning, the Mengshi brand still has a deep heritage. Many militarized technologies are used in our civilian vehicles. In addition, and most importantly, the off-road experience, development experience and data resources we have accumulated in military off-road vehicles are unique and can be directly applied to civilian vehicles to provide strong support for product development and optimization. (ENDS)