Recently, BAIC Shenbao Zhixing, which is positioned as an SUV in the "AI era", was officially launched, with a total of 6 versions of the new car, with an official guide price of 79,900-119,900 yuan, which is also the first SUV model in the BAIC 2.0 era, with AI technology as an important selling point.
Because of Saab and its partner Mercedes-Benz, the outside world once had high hopes for BAIC's own brands, especially BAIC Shenbao, but the weak market performance made this independent brand, which is not weak, face the "danger" of drifting away from mainstream brands.
Taking the listing of Shenbao Smart as an opportunity, BAIC's senior management also revealed BAIC's ideas and practices for returning to the mainstream.
Saab Mercedes-Benz "empowers" high-end
BAIC Shenbao is the first integration after BAIC's acquisition of Saab, and it also has the "blessing" of its joint venture partner Mercedes-Benz. However, although BAIC Shenbao has good resources behind it, as an important sub-brand of BAIC Group, its performance in the market can only be described as mediocre. In the wave of vigorous development of independent brands, it has become a little "backward". However, the launch of Shenbao Zhixing seems to have revitalized the car-making concepts of Saab and Mercedes-Benz.
In terms of styling, Shenbao Zhixing adopts BAIC's latest family design language, with a "starry sky" grille, multiple waistline design, suspended starry roof, double-lens LED headlights, double L-shaped daytime running lights, etc., making Shenbao Zhixing look younger than the old Shenbao model. In terms of size, the length, width and height of Shenbao Zhixing are 4480×1809×1809, and the wheelbase is the same level of wheelbase, which ensures a more spacious rear space.
Mercedes-Benz's car-making concept of "empowerment" and technical support have created the "aviation cockpit" of Senova Zhixing. The "flying" gear lever and high-mounted design make the interior of the new car very recognizable, but it does look very similar to Mercedes-Benz, and the use of NVH technology such as engine compartment design makes noise control surpass that of similar models.
On the basis of inheriting Saab's advanced chassis platform technology, the chassis is professionally tuned by the British Mira company, and the third-generation electric power steering system and rear-wheel follow-up steering system are used by thyssenkrupp to make the steering light and precise.
In addition, in terms of safety, Saab's classic cage body structure, 60% high-strength steel (the highest proportion in its class), and six airbags provide protection.
AI became the biggest highlight
In contrast, a number of industry-leading AI technologies are the highlights of Senova intelligent driving compared with similar products. The new car integrates three AI technologies: AI driving advisor, AI voice assistant, and AI safety guard, to create a class-leading "AI intelligent driving system". Among them, AI driving consultants can use AI technology to collect, analyze, and predict the data of important parts of the vehicle in real time to avoid vehicle failures and low battery power.
AI Driving Advisor monitors 8 major systems in real time
Schematic diagram of AI Security Guard 360-degree security protection
Compared with many voice assistants in the industry, SsangYong's AI voice assistant allows users to realize 228 intelligent voice controls in the whole car, and the AI voice assistant can accurately recognize 21 dialects and realize OTA online upgrades.
"Intelligent driving focuses on AI, has a number of self-developed technologies, is the world's first model with AI as the core technology positioning, equipped with leading AI technology, such as the driving consultant that can diagnose vehicle conditions at any time throughout the life cycle, and can use OTA technology to upgrade online, with core algorithms, can make friendly reminders according to the driving habits of car owners, etc." Chen Hongliang, president of Beijing Automotive Co., Ltd., told reporters.
However, the reporter learned that many domestic brands have recently released new cars with the intention of promoting AI systems. First of all, GAC New Energy GE3 530 is equipped with an AI system jointly developed with Tencent, which is known as the world's first long-range AI pure electric vehicle. Soon after the launch of Shenbao Zhixing, Dongfeng Fengshen AX7 also claimed to be AI, and due to the similarity of the language of the product release, it even caused "criticism" from GAC New Energy. This time, Shenbao Zhixing will also "promote" AI as the biggest highlight, but now AI cars have blossomed everywhere, and the effect of differentiation remains to be tested by the market.
BAIC Motor once again showed its determination, what is the probability of transforming into a mid-to-high-end car?
In the automotive industry, BAIC Shenbao is a brand that is both familiar and unfamiliar. Backed by BAIC, Saab and Mercedes-Benz genes, BAIC Shenbao can be said to be born with a "golden key". But the numbers speak for themselves. In 2017, BAIC Shenbao sold 98,992 vehicles, a year-on-year decrease of 43%. The slightly weak performance has made BAIC Shenbao more and more distant from the mainstream brands in the market, forcing BAIC Shenbao to carry out a self-revolution.
"For Shenbao, the biggest problem now is how to return to the mainstream, that is, to solve the brand problem. In the past, people's awareness and reputation of Shenbao were not enough. Starting from Shenbao Zhixing, we must use the products of the 2.0 era to explain the advantages of the product clearly and establish brand recognition and reputation, which is the first step. Wu Zhoutao, vice president of BAIC Group and general manager of the sales company, told reporters about this "hardship" on the eve of the listing of Shenbao Zhixing.
However, in Saab's view, 2018 is an "acceleration year" for product upgrading.
"Starting from this year, BAIC Group and BAIC Motor Co., Ltd. will fully invest in the development of the Senova brand, and the Senova brand will also fully enter the 2.0 era." Zhang Guofu, deputy secretary of the Party Committee of BAIC Group, told reporters, "Shenbao brand will take the high-end and intelligent route in the future, and in the technical field, Shenbao brand will digest Mercedes-Benz technology, make the technology more stable on the basis of the original Saab control, and achieve a breakthrough in high-end technical quality." "The new car, codenamed the all-new Senova D70, will be produced in Guangzhou." This is the next product of Senova, and the appearance of this product is also in line with the continuation of the mid-to-high-end development of the Senova brand. ”
Chen Hongliang, President of BAIC Motor Co., Ltd., further elaborated on the breakthrough path towards the mid-to-high-end: taking AI technology as the core breakthrough point, and making AI technology the core brand gene in the 2.0 era.
"BAIC Group is determined to build BAIC into the main force in the rise of its own brand, and promote the strategic transformation of BAIC from a manufacturing enterprise to a manufacturing service enterprise, an innovative enterprise, and a mid-range brand to a mid-to-high-end brand." At the press conference, Xu Heiyi, Secretary of the Party Committee and Chairman of BAIC Group, once again expressed his determination to strengthen independence. How Senova will open the door to the high-end market with its new design and AI "magic weapon" has also attracted much attention.
Written by: Nandu reporter Zhong Jianting
Intern Carina Lee