"I" is no longer the past Pentium.
20 18 10 17 held a slogan conference in Tengchong, Yunnan, which injected "new life" into Pentium. Undeniably, as of 20 18, it has experienced a gallop of 12 in the spring and autumn, and has gone through some detours. Under the transformation of the new four modernizations of automobiles, Pentium has to accelerate its transformation to a certain extent. This is also the first answer given by Pentium since 20 17 FAW's drastic internal reform and the establishment of Pentium's business headquarters.
The first step of the new Pentium is to "make a makeover". At the press conference, Pentium officially launched a new logo-Window of the World, and the newly designed English logo BESTUNE also appeared. On the product level, Pentium plans to launch nine brand-new products in the next three years, including five new energy vehicles and four traditional vehicles. The products are mainly SUVs.
At the same time, along with the new brand strategy, T77, the first model of the new Pentium new product series "T", has an eye-catching design and tells you intuitively; Pentium, different. Whether a brand strategy is effective or not, market performance is one of the most direct criteria.
The data shows that Pentium achieved a sales volume of 65,438+05.130,000 vehicles in 2065,438+05, which was the highest level before the brand rejuvenation. In 20 16, the sales target of Pentium was 6.5438+0.7 million vehicles, and finally the sales volume was 6.5438+0.7 million vehicles. In 20 17, Pentium lowered its sales target to15,000 vehicles, and finally completed the annual115,400 vehicles; In 20 18, the annual sales volume dropped to 85,800 vehicles. In this way, 20 18 is the lowest point of Pentium's sales in recent years, and it is also the starting point of its bottoming out.
The SUV strategy has achieved initial results
In 20 19, driven by T77, T33 and T99, Pentium achieved sales of 120500 vehicles, up 33% year-on-year, which shows that Pentium has a good development momentum. With the sales growth of 20 19, Pentium has set a target of 200,000 vehicles+in 2020, which needs to achieve a year-on-year growth of 66% on the basis of the previous year. Judging from the completion in the first half of 2020, due to the epidemic situation and other factors, the cumulative sales volume of Pentium is 48,650 (officially announced), which is far from the target. However, at present, Pentium has not lowered its annual sales target. It seems that Pentium is still full of confidence in the second half of the year, and we also expect it to bring us more surprises.
The first product brought by the new brand name change of Pentium is T77, which is positioned as a compact SUV. Compared with the old models before Pentium, the overall design sense of T series can be described as "reborn", and it also focuses on the selling point of "Internet of Things car". 2065438+In August 2009, T33, a small SUV, was officially launched. Subsequently,1October 10, 165438+65438, and Pentium T99 went on the market at the price of 14.99- 189900 yuan, which means that Pentium is going to150000. Within one year of brand renewal, Pentium T series has completed the coverage of small, compact and medium-sized SUV market. You know, in 20 16, before the reform officially began, Pentium did not launch a new car, and we had to sigh at its speed.
Pentium T77]
Among them, T77 is the biggest contributor to the overall performance of FAW Pentium 20 19, with a cumulative sales volume of 45,439 vehicles, which has surpassed the previous pillar: pentium X40. The owner will play the network connection system, and the car will appear in the "holographic second miss", which can interact with the driver and passengers in some scenes, such as dancing to the music when the car music is turned on. This design has also attracted the attention of many people. However, there is still a certain distance from the monthly sales target set by Pentium for T77. Throughout car home's reputation, most car owners have given a high evaluation on the price/performance ratio, interior, configuration and fuel consumption of the Pentium T77, which is worthy of recognition. However, "uncomfortable suspension damping", "weak starting" and "loud tire noise" have also been criticized by many car owners. I also hope that manufacturers can take the opportunity of upgrading to adjust and upgrade.
As the flagship SUV of the brand, Pentium has also made great efforts on T99. Tough and sturdy appearance, big five-seat layout, size and power reach the mainstream level, all of which add points. Among them, the 3D holographic intelligent control system on T77 has been upgraded to the latest version on T99-D-LIFE? 5.0 Intelligent control system. In addition, T99 is equipped with a number of intelligent technology configurations including voice control, face recognition, streaming rearview mirror, AR live navigation, L2 advanced assisted driving system, etc. However, the monthly sales of T33 and T99 are not ideal at present. It is expected that it will take some time to improve the climbing capacity and market acceptance, and Pentium will make further efforts.
The era of "double carriage" is coming.
Two years ago, Pentium emphasized its focus on the SUV market. Today, with the small achievements of SUV, Pentium decided to regain its confidence in the car market. At Changchun Auto Show in 2020, FAW Pentium released the advanced strategy of car rejuvenation. In the future, we will help brands and products to advance through strategies such as younger design, younger technology and younger products, thus empowering the market. Sun Zhiyang, member of the Standing Committee of the Party Committee of China First Automobile Group Co., Ltd., chairman and secretary of the Party Committee of FAW Pentium Car Co., Ltd. said: "The continuation of the car strategy is another major measure of the new Pentium's self-reform and a new journey full of challenges. The new Pentium will live up to expectations, make continuous progress and continue to "keep pace with the times". "It can be seen that Pentium intends to exert its strength in the car market and achieve the goal of paying equal attention to SUVs and cars. It is not difficult to understand that Pentium's existing automobile product line is weak, and the models on sale are all old models. It's a little thin to rely on SUV, and it needs fresh blood urgently. Of course, Pentium also came prepared this time.
『B？ 2; Concept car "
"New generation B70"
At the auto show conference of July 10, Pentium brought B? 2; CONCEPT concept car adopts the design language of "sexy curved surface of light and shadow philosophy" or the prototype of FAW Pentium's new generation "B" series cars. In fact, combined with the previous declaration and product planning, the new generation B70 is the production version of this concept car, code D357. According to the information we obtained, the car has a wheelbase of 2800mm and a length of 4,800 mm. It will provide a power combination of 1.5T+6MT/7DCT, and a 2.0T version will be added later. In addition, the new car will be configured and combined according to the user's car experience scene, focusing on creating "home version", "parent-child version" and "personal version".
In addition, the new generation B70 will adopt the popular large-size multi-screen design in the interior, or will focus on intelligence. Actually, b 2; The significance of the CONCEPT concept car is not only to show us the design concept and technology of the new generation B70, but also to show us the level of the next generation Pentium car. I have to say that the editor himself is still looking forward to it.
Source: National compulsory insurance data for passenger cars.
Watchmaking: car home News Group
In recent years, with the vigorous development of the SUV market, we have been saying that SUVs are the best in the world and cars are a bit lonely. Actually, it is not. The data shows that those who get the car can still win the world. As can be seen from the chart, the market share of cars is gradually decreasing, from 89.60% of 20 10 to 50.44% of 20 19. The main reason for this situation is the rise of SUV and MPV market, and the share of cars is constantly being swallowed up. However, cars still occupy more than half of the market, that is, half of the passenger car market is still cars.
It can be said that it is not too late for Pentium to launch a car at this time. Actually, it's not just Pentium. Recently, we also saw Geely's brand-new compact car-preface. BYD even launched a medium and large-sized car in July 12: the red flag of Hanhe FAW Group is also in full swing to prepare for the listing of the red flag H9. This is only part of the China brand planning. Overseas mainstream brands are also actively preparing new car products. For example, Toyota plans to launch an extended version of the Corolla/Lei Ling to meet the needs of more people. Kia tried to "turn over the market" in China with the new K5, especially Hyundai Sonata.
As far as the market is concerned, the performance of China brand cars in the whole automobile market is not outstanding. The share of 20 19 is about 17.69%, less than one fifth. This also means that China brand cars still have a lot of room for improvement. As a member of China brand, Pentium is naturally duty-bound. Under the background of the new car first strategy, I believe Pentium has not only prepared this new product. In addition, Pentium's existing automobile product line will also take this opportunity to restructure and upgrade, bringing consumers a brand-new product experience.
The next step of Pentium: slash youth
In fact, on the basis of the gradual maturity of SUV field, Pentium chose to explore the car market. I believe this is not a whim, but a long-term strategic consideration. From the perspective of enterprise development, multi-domain layout can reduce risks and increase more attempts and experiences for yourself. However, it is not without successful cases of developing a single field, such as the Great Wall. In fact, the Great Wall was not without car products before, but decided to focus on SUV models after some failures, which is now the Harvard brand. Although the Great Wall has also launched two brands, WEY and Euler, the main product line is mainly SUV.
Geely is different from the Great Wall. It started as a car. At present, Emgrand is still active in the compact car market, which has made great contributions to the development of Geely. On this basis, Emgrand series also derived Emgrand GL, Emgrand GS and other models, which carried forward the influence of Emgrand series. From the product line, Geely is actually the idea of developing cars and SUVs together, and it is in a state of "walking on two legs". Although the next step of Pentium will focus on cars, it is committed to realizing the scene of "three arrows in one go", that is, the common development of cars, SUVs and new energy vehicles.
During 20 19 and 10, Pentium reorganized its product line. In the future, its products will be divided into four product series: B, E, S and T. Among them, the earliest original model-B series is positioned as a leapfrog fashion car, E series is positioned as an intelligent electric car, and S series is positioned as a high-end family car. It can be seen that electric vehicles appear as a single category in the product matrix. According to the product plan that has been exposed, the first electric vehicle of the new Pentium is Pentium E0 1, which is positioned as a pure electric medium-sized SUV and is expected to be launched in the second half of 2020. In 20021year, Pentium will also release a pure electric vehicle code-named NAT.
It can be seen that new energy is also an area that Pentium tried after launching the car. In fact, each brand has its own development path, such as the Great Wall with one pole strategy and the Geely with two feet strategy. Physically speaking, three-legged is the most stable state, but we can't judge whether the three arrows are suitable for Pentium. Therefore, this is both a challenge and an opportunity. The key is whether Pentium can find a suitable way.
Summary:
20 18, we witnessed the rebirth of Pentium brand and its transformation and growth in the past two years. In 2020, Pentium will stand on the cornerstone of the steady development of SUV and "bet on" the car market, which will be a new turning point for brand rejuvenation. Brand-new concept car, brand-new automobile strategy, brand-new leadership team, etc. Are laying the foundation for the development of automobiles. With the achievements of SUV, I don't think the Pentium brand will be as insecure as it was before the brand rejuvenation in 20 18. However, whether the experience of SUV can be completely copied to the development of cars still needs serious exploration and research. In fact, from the perspective of market share, consumers are still more inclined to buy overseas brand cars. Here, we also hope that consumers can give China brand more trust and confidence. (Text/car home? Zhang Xuelian)