Editor? /Zhang? south

Design? /division? exceed

The 20th Shanghai Auto Show, which opened on April 18, is the first all-round auto show in three years-more than 1000 companies participated, with a total exhibition area of over 360,000 square meters-and almost all industries participated, with the number of press conferences as high as 150, making it the largest and most influential international A-class auto show in the world recently.

This Shanghai Auto Show is not only large-scale, with many products and new technology, but also reflects the reaction of car companies to the drastic changes in the industry and their determination to change themselves and lead the trend.

For example, Chery, which performed well in sales last year and the first quarter of this year, organized four brands, namely Chery, Xingtu, Jietu and iCAR, to jointly participate in the exhibition for the first time, and landed at the 2023 Shanghai Auto Show with 14 heavy new cars and 12 latest scientific and technological exhibits in the form of large-scale corps operations.

Among them, Chery brand brings together all hybrid models such as Tiggo 9 C-DM, TJ- 1C-DM and Arrizo 8 C-DM, and the flagship concept model of the future car, Arrizo Star, will be launched in the world. Jietu brand presents with traveler C-DM, Jietu Sheng Da i-DM and off-road concept car T-3; The Star Map brand brought Terraes, Terraet, Eta Ursae Majoris C-DM of Star Age and Moon REEVICAR, which made its debut, and launched the first all-road electric SUV iCAR 03 and iCAR GT.

At the Shanghai Auto Show, Chery displayed a new booth image of "the most scientific, international and humanized".

The booth design innovation adopted the "Eye of the Future" style, which witnessed Chery's continuous exploration on the road of science and technology. Through the interactive science and technology zone display, let everyone immerse themselves in the whole process of Chery's technological evolution and brand promotion. These efforts make the booth the most scientific and technological booth.

More than 1000 foreign guests from more than 80 countries parachuted into Chery booth to experience the latest technological achievements of new energy with Chery. The unique world coffee map and colorful international special events have instantly narrowed the distance between Chery and overseas users and become the most international exhibition.

Using the booth, Chery has created a stage and space for brands and users to walk in two directions, such as art space and social space for Chery coffee users. Chery car owners came to the scene as product interpreters, boutique recommenders and special drink ambassadors, and deeply participated in brand building. This makes Chery's booth the most customized one.

Of course, the design of the booth is only the performance of the brand strategy. From these vivid expressions, it is not difficult to see Chery's latest and firm development path in the face of the opportunity of electrification and intelligence.

Yin Tongyue, Party Secretary and Chairman of Chery Holding Group, shared a series of innovative and forward-looking hard-core strategies at the press conference, conveying the future-oriented market layout and innovation of Chery Group to the outside world.

Yin Tongyue said that Chery is a "technology Chery", "user Chery" and "global Chery". Chery Group will adhere to people-oriented technology, firmly create user value, constantly pursue user satisfaction, take the lead in innovation and change, accelerate technological iteration and industrial upgrading, and accelerate the transformation to a global technology company.

In 2022, Chery Group created four historical firsts: sales exceeded one million vehicles for the first time; Revenue exceeded 200 billion yuan for the first time; Exports exceeded 450,000 vehicles for the first time; The sales volume of new energy vehicles exceeded 230,000 for the first time.

In March this year, the Group sold 65,438+024,954 vehicles, up 52.7% year-on-year and 20.3% quarter-on-quarter, and the monthly sales for 65,438+00 consecutive months exceeded 6,543,800 vehicles. In the first quarter of this year, Chery Group sold a total of 330,300 vehicles, a year-on-year increase of 446,5438+0%, setting a record high.

Chery Group said that since the beginning of 2023, Chery Automobile has built a brand-new brand matrix with "Chery, Xingtu, Jietu and iCAR" as the core, and maintained rapid sales growth at an "acceleration" far exceeding the industry average growth rate.

From the perspective of the global automobile industry structure, the industrial transformation focuses on new energy and intelligent networking. Whether it is the first half of the new energy track or the second half of the intelligent network, Chery has been deeply laid out and established its core competitive advantage.

The strategy of "Eta Ursae Majoris 2025" released by Chery Group brings together high-end technical talents from all over the world to build four technical fields, namely, Mars architecture, Kunpeng power, lion intelligence and Galaxy ecology, covering 15 core technologies. The release of this strategy means that all brands under Chery Group will move towards new energy sources and accelerate the transformation to global technology companies.

Relying on the strategy of "Eta Ursae Majoris 2025", Chery has formed a development strategy combining hybrid power, extended range, pure electricity and hydrogen energy, and formed a "four vertical and three horizontal" R&D core layout with battery, motor and electronic control technology as the core, and comprehensively landed a "combination boxing" for the strategic development of new energy.

Based on Mars architecture, Chery has built two platforms supporting intelligent and electric transformation-super hybrid platform and E0X high-performance electric platform, which means that Chery has completed the top-level design on both tracks, expanding the new path of rapid development in hybrid and pure electric fields.

The super hybrid platform is a master of Chery's 26-year technology. All-terrain intelligent four-wheel drive is adopted, with zero-speed acceleration of only 4.26s, large battery of 37kWh, pure battery life exceeding 165km, maximum battery life exceeding 1400km in hybrid state, and minimum fuel consumption of 4.2L per 100 km.

The platform also adopts the modular design of 14+4, which is flexible and extensible, and can cover A-B cars, SUVs, MPVs, five-seaters, six-seaters, seven-seaters and other models. At the same time, the power covers 1.5T to 2.0T hybrid special engines, matching 1 gear and 3rd gear hybrid boxes with different power and torque.

E0X high-performance electric platform covers not only pure electric vehicles, but also high-efficiency extended-range vehicles. The pure battery life of the electric vehicle built under this platform can reach more than 700km, and the energy consumption per 100 km can be as low as 12kWh, which can be replenished in 5 minutes 150km. Products can cover A+ to C-class SUVs, SD, MPV, and can also meet the needs of five-seat, six-seat and seven-seat models.

The platform adopts EEA 5.0 electronic and electrical architecture, high computing power of 1000 TOPS and high transmission over Gigabit Ethernet. Software and hardware are decoupled, and the whole stack is controllable, which fully supports advanced intelligent driving and extreme intelligent cockpit 6.0.

Behind the two platforms are eight core technologies built by Chery, such as Kunpeng hybrid engine technology, super hybrid gearbox, battery technology, electric drive technology, intelligent cockpit technology, intelligent driving technology and Galaxy ecology, forming a broad technical moat.

Li, deputy general manager of Chery Automobile Co., Ltd., general manager of Chery Automobile Marketing Company and general manager of Jietu Automobile, said that technology is Chery's "permanence" and the selection standard of Chery's technical route stems from "user demand". In 2023-2024, Chery will launch more than 20 hybrid products, carry out "collectivization" operation, and form1+1>: 4 integrated marketing thinking.

Now Chery Group takes the new energy strategy as an opportunity, and the four brands have the same technical background. Based on this, it is logical to accelerate the layout of new energy and intelligence, and rely on many technical tools to form the matrix of Chery's four brands.

Chery brand is committed to building the most cost-effective, reliable and temperature-sensitive products; Starway brand faces the high-end market, takes trendy, energetic and intelligent as its core values, and provides a better experience for the new middle class; Jietu brand deeply cultivates the "Travel+"market segment; ICAR is driven by the needs of young users and makes smart electric vehicles lead the brand.

On February 1 day, Chery officially announced that all vehicle users of Hyun Hangtu, Chery, Jietu and Chery New Energy can enjoy the "vehicle lifetime warranty" policy. This is due to the system strength of Chery Group, including the V-type R&D system and process of vehicle product development, the global unified standard production management system-CPS (Chery production system) and the "double matrix" automobile life cycle quality management model, which strengthens the overall image of Chery's excellent quality.

On February 7, 2023, Chery's family dinner [Beijing Wonderful Night] was the first group-level joint group worship of Chery, and * * * celebrated with media friends, which means that in the future, Chery's innovation and innovation is not just a matter of a single brand, but the task of the entire Chery family.

On April 7, 2023, Chery Automobile New Energy Night, Chery Group once again assembled four brands, namely Chery, Xingtu, Jietu and iCAR, and released new strategies, new technologies, new brands and new products in the field of new energy, closely tying its four brands with the goals and plans in the field of new energy. This overall deployment has not only increased the brand effect of Big Chery, but also enhanced the publicity of various brands. Through centralized publicity, all four brands are in place.

Chery Automobile's comprehensive transformation of new energy sources is not only a calibration of strategic direction, but also an active change on the basis of market success. The rich technical level, product matrix and ecological integration under Chery's new energy strategy provide a realistic path for it.

* * * Seeking Individuality Although the underlying software and hardware of the four major brands are all * * *, according to the needs of users of different brands, each brand will combine software and hardware modules with different power and comfort, and at the same time match the corresponding grade of interior materials and technology configuration, which can accurately meet the individual needs of users.

For users, they will experience personalization and differentiation on different models of different brands, while for Chery Group, it can speed up the research and development process and reduce the development cost.

For example, Chery's third-generation Kunpeng ultra-performance electric hybrid C-DM is composed of high-efficiency hybrid engine, super electric hybrid DHT gearbox and electric hybrid battery management system, which will cover all brands and models of Chery automobile, but in different brands of products, it can form differences for users, thus enhancing the sense of identity of specific users.

Chery brand is facing the target group with high cost performance. On this brand, the C-DM hybrid system not only improves the power and handling performance, but also provides cost-effective comfort and energy saving.

Jietu brand is targeted at people who love to travel. At this time, the C-DM hybrid system undertakes more off-road technical capabilities, defines products according to users' needs, and extends the connotation of "Travel+"strategy to global travel scenarios.

The Star Way brand at the top of Chery Pyramid is facing people who have high quality requirements. Through the fine-tuning of C-DM power system, it will bring users an all-round super-comfortable experience and enhance the high-end positioning of Starway.

ICAR brand is the touchstone of E0X high-performance electric platform, and will take "scene intelligence" as the source power point to meet the diverse needs of young users. Its self-developed Chery -OS, electronic and electrical architecture and extensible physical platform will also be used in other brands of pure electric and extended-range vehicles.

& lt This article is from auto business review, written by Yi Chehao, and the copyright belongs to the author. Please contact the author for any form of reprint. The content only represents the author's point of view and has nothing to do with the car reform.