SAIC R Auto revealed at a media exchange meeting on October 26 that it will announce brand Chinese name, independent company and new strategy during this year's Guangzhou Auto Show. However, before waiting for the Guangzhou Auto Show, SAIC Motor announced that it intends to invest in the establishment of Feifan Automobile Technology Co., Ltd., which will carry out the original R brand of the passenger car branch and be market-oriented by Feifan Automobile in the form of an independent company. At the same time, this also means that Feifan Automobile has become an independent company in parallel with Zhiji Automobile.
The urgent innovation of R car seems to be conveying a message that the mid-to-high-end new energy vehicle market has few opportunities for traditional auto companies. However, with the independence of the brand, R Car will open a new track and launch a new round of impact on the high-end market.
Nowadays, it seems that with the independence of R Cars, SAIC's layout at the level of its own brands is also clearer. The middle and low end is the Wuling brand, the middle end has Roewe and MG two brands, the middle and high-end is R car (Feifan Car), and the high-end is Zhiji Car. It can be said that this also reflects the trend of SAIC Group becoming more and more courageous in the mid-to-high-end market.
At the exchange meeting, R Car also further revealed the brand's new product after independence - ES33. ES33 will adopt a quick-change mode, and several new cars on the new architecture will all adopt this mode, through different energy densities and different materials, to achieve a battery pack combination from 64 kWh to the current 115 kWh. At the same time, a battery rental model will be introduced, so that users do not need to worry about battery attenuation. In addition, in terms of three electricity, the L0 level safety level has been achieved on the ES33, and the battery will only smoke in any case, will not spontaneously combust, and the safety is very high.
And for R cars, ES33 will be a turning point, a turning point in the brand's cognition among the public, and will support the brand story or brand positioning with clear product positioning.
R Car also said that compared with the tool car that can meet the needs of the city just need users, or the taxi and online car products for the B-end market, R Car hopes to develop into the category of "toy cars". Products like Wuling Mini EV also belong to one of them, but R car to do is 200,000 to 300,000 or even more expensive a type of "toy car", we can even more intuitively understand as "rich people's toy car", hoping to take this to a higher goal to impact, that is, this car is fun enough, the pricing will be more expensive, rather than creating a blind pursuit of cost-effective models.
For Chinese auto companies, the wave of intelligent electrification is a new battlefield to impact the high-end market, relying on years of car manufacturing experience and profound technical heritage, SAIC Actually has sufficient ammunition. Nowadays, the trend of consumption upgrading in the domestic automobile market has also accelerated the pace of domestic car brand advancement. At the same time, today's young consumers' increasing love for the national tide has also created a lot of opportunities for traditional Chinese car brands.