Our reporters Xia Zhibin and Quartz Jing report from Beijing
(Mingxia Zhang, CMO of smart brand global company.) Photo courtesy of the enterprise)
"The first one is to be positive, such as the new smart Genie #1 and Genie #3. The second is not to panic, we didn't do a lot of blind actions last year. At the 2024 Beijing International Auto Show, when talking about how to deal with the impact of the "price war" in the current auto market, Zhang Mingxia, CMO of the smart brand global company, told the reporter of China Business News.
Zhang Mingxia said that the action of "positive face" will not be formed in one or two days, smart has been thinking since last year, and now it is rejuvenating the new product configuration, and the whole speed is already very fast. "This is also due to the D2C direct sales agency business model, which allows us to provide better services and faster product definition through the information we get back, such as direct feedback from customers."
What does it mean to "not panic"? In Zhang Mingxia's view, this has two meanings, one is not to make wrong decisions in a hurry; The second is to firmly believe in the principle of business simplicity, the value of business existence is to create value, and to be able to persuade others to "pay" for its value.
"We are very confident in the capabilities of our team, including our investment in technology. We offer a different choice for the industry, for society, and [it's] valuable. Zhang Mingxia said frankly, "What we should do now is to let more people know the value of our good, whether it is (through) lowering the threshold, or through more effective communication and marketing." ”
The reporter learned that at the 2024 Beijing International Auto Show, smart will unveil all its models, including the world premiere of the new smart Elf #5 concept car, as well as smart Elf #1, Elf #3 new versions and BRABUS performance versions and other models on the same stage.
Regarding the development achievements of the smart brand, Tong Xiangbei, CEO of the smart brand global company, said: "Adhering to the development strategy of 'China and Europe dual-core, global layout', we have expanded our business to 23 countries and regions, with a cumulative global sales of nearly 80,000 vehicles. ”
Entered the luxury mid-size electric SUV market
"The all-new smart Phantom #5 concept is the first time in the history of smart to enter the luxury mid-size electric SUV segment, and it is 'the boldest and most square SUV in the history of smart'." For the above-mentioned concept car, Zhang Mingxia said.
Zhang Mingxia told reporters: "Since its birth, the smart brand has been unexpected, constantly bringing breakthroughs and surprises to everyone, whether it is two, or smart elf #1 and elf #3 and then elf #5." ”
"Just like the arrow in the brand logo, smart has always been pushing forward. The design of the new smart Phantom #5 concept car at the time was also to challenge itself, and what else can smart do to break through. Zhang Mingxia explained, "The new smart Elf #5 concept car is not only bigger, bolder and more square in appearance, but also the smartest of all the models, it will be equipped with the most advanced 'smart Pilot Assist 3.0' intelligent pilot assistance system, from 'warm technology' to styling language, has been constantly accelerating and breaking through." There will be more changes in smart, which is also our original intention. ”
Commenting on the design of the new smart #5 concept car, Gorden Wagener, Chief Design Officer at Mercedes-Benz Group AG, said: "We have been rethinking and defining with the smart brand how to create the ultimate new smart concept car. As times change, so do the smart brand and products. Now, with the new smart #5 concept, we've achieved an incredible combination of design and functionality. It's a car built for the 'modern traveller' with a spirit of discovery, representing smart's entry into the luxury mid-size electric SUV segment. ”
The reporter learned that the new smart elf #5 concept car is equipped with the industry's first vehicle-grade full-color laser projector, as well as the industry's first full-scene portable HiFi speaker of the original car, which together form an immersive "smart mobile theater". The concept car is also equipped with a series of tailor-made "Traveler Set" exclusive outdoor accessories, including a multi-functional outdoor roof platform, a hidden camping toolbox, foldable anti-collision pedals, outdoor adventure roof spotlights, and more to create a smarter outdoor journey.
In addition, the all-new smart Phantom #5 concept car is equipped with the industry's first zero-gravity seat with cushion airbags, so that you can enjoy both comfort and safety, and you can enjoy zero gravity on the road. The all-new smart Phantom #5 concept car is equipped with dual 13-inch OLED displays, and the system is built with the industry's first AMD V2000 most powerful desktop-level high-computing power chip, which is more than twice the computing power of the 8295 chip.
It is reported that the new smart Elf #5 concept car also shows a stronger smart intelligent driving solution, using NVIDIA DRIVE Orin as the latest centralized computing platform, and is equipped with lidar for the first time, which can realize the navigation assistance function in urban areas without maps.
The all-new smart #5 concept has a battery capacity of more than 100 kW/h and a range of more than 700 km (CLTC) or 550 km (WLTC). At the same time, the all-new smart Elf #5 concept car is also the first "square box" in China to use an 800V pure electric high-voltage platform, with 4C ultra-fast charging technology, which can increase the range of more than 500 kilometers in 15 minutes.
Regarding the entry into the luxury mid-size pure electric SUV market, Zhang Mingxia said: "From the perspective of the brand's original intention, smart is the best explorer of urban travel tools, and the two-seater car subverted people's cognition. This time, let's break through the so-called convention again: everyone thinks that smart can only build small cars, can only build compact ones, (then) we will (again) break through. ”
Zhang Mingxia said: "Why should the new smart Phantom #5 concept car be bigger, and why should it enter a luxury mid-size SUV market? Because it can be used in a wider range of scenarios, and at the same time, there are more opportunities for customers, both men and women, and we hope to enter more new market segments with the new smart #5 and (including) a fourth car behind. ”
She also said: "I hope to be able to get more (sales) volume, in line with the original business plan and expectations, so that we can better self-hematopoiesis, this is a test of our wisdom of a question, which has our own thinking, but also the continuous change of the market competition environment, how to make some tactical adjustments, without affecting the original strategic direction." ”
The business model has been renewed and the global layout has been accelerated
Today's auto market is extremely competitive. On the eve of the Beijing International Auto Show, smart repositioned the Phantom #1 and Phantom #3 products according to the market environment and user research, launched a new version, and optimized some configurations to better meet the actual consumption needs of users. At the same time, smart provides a variety of optional packages for users to freely match.
Regarding the price adjustment of products, Zhang Mingxia said: "The price adjustment some time ago has carried out a lot of product sorting and renovation behind it. 'Stability' is self-awareness, the endowment of each enterprise and the DNA of the enterprise are different, first of all, to self-knowledge. But at the same time, you can't blindly seek stability in the business war, smart is like its name, it is very clever and flexible. ”
Zhang Mingxia said that strategically it must be brand priority. "smart is a brand inspired by two brands, first the brand and then the first car. The care of the brand and the priority of brand value are the places where we (want) to be stable, but we still need to be flexible and dexterous in business operations. The automotive industry is an asset-heavy industry that pays great attention to scale effects. ”
"We already have a user base of tens of thousands in China, not only to see the traditional proportions and customer portraits, but more importantly, to see (the user) in the choice of models, accessories, his (her) priorities, what his (her) preferences are. Combined with the data base in the country, we optimize the configuration of the basic model, and at the same time according to the feedback given by tens of thousands of customers, some other configurations are optional, which actually provides a new luxury design and warm technology, and at the same time gives customers more flexible choices. Zhang Mingxia said bluntly: "The optimization of the basic configuration is superimposed on the increase in the optional configuration, and we are more confident in our products." ”
In addition to the product refresh, smart also welcomed the return of marketing veteran Yi Han in January this year, serving as the deputy CMO of the smart brand global company and the CEO of the Chinese marketing company. As a veteran in the field of automotive marketing, Yi Han has rich experience in the industry, having worked in brands such as Geely Automobile, Volvo Cars, Lynk & Co Automobile, Smart, Radar Automobile, and Xpeng Motors, a new force in car manufacturing.
Regarding Yi Han's return, Zhang Mingxia told reporters: "smart is a global brand, our strategy is 'Sino-European dual-core, global layout', China and Europe are the two base camps, since last year we have accelerated the global layout." With the continuous expansion of China's base, and its importance to the whole smart is also self-evident, Yi Han understands both smart and the automotive industry, and is very experienced, he joined the smart team, can do his best to make China's base stable, bigger and stronger. ”
Zhang Mingxia added: "In China, we have adopted a D2C agency model and completed the renewal of the brand, product and business model, and we also need the team to form an internal OTD and supply chain in the continuous iteration process, so that the entire operation management (process) is more refined and accurate. Yi Han can use his expertise and the Chinese team to continuously work hard and dedicate himself to polishing the China business, which I think is a very important part of smart's success. ”
For the future planning, Zhang Mingxia said that smart has completed the renewal of products, brands and business models, and will continue to work hard in these areas in the future, including how to be more intelligent, how to make breakthroughs in models, how to develop the direct sales agency business model in China, overseas layout, etc., smart's strategic direction has not changed. "We have gone from 0-1 to 1-10 now, and the latter is more of a test of physical strength and intelligence, and we need to polish a lot of details."
(Editor: Quartz Jing Review: Tong Haihua Proofreader: Zhang Guogang)