After the first anniversary of brand rejuvenation, GAC Chuanqi achieved continuous brand promotion and steady sales growth, and Shadow Leopard also successfully broke the circle and became the leading model in the market segment.
Ceng Yi, deputy general manager of Guangzhou Automobile Chuanqi Automobile Sales Co., Ltd., came to the Easy Car Interview Room and shared with us the thoughts of Guangzhou Automobile Chuanqi on brand promotion and user creation in the past year, as well as the future development direction and strategy under the goal of "double carbon" and the new consumption trend.
The following is an interview record:
Automobile sankei: GAC Chuanqi officially announced the brand rejuvenation at the Guangzhou Auto Show last year. Now that one year has passed, how to summarize the achievements of brand rejuvenation?
Ceng Yi: Since last year's Guangzhou Auto Show put forward the brand-new slogan of "Better Wisdom", GAC Chuanqi has continuously deepened the core values of "fun and quality" and constantly promoted brand rejuvenation.
During the period of 1- 10 this year, faced with the dual effects of epidemic situation and chip shortage, the cumulative sales volume of GAC Chuanqi exceeded 250,000 vehicles, up by 12% year-on-year, and it made strong breakthroughs in sports cars, luxury MPVs, high-end SUVs and other market segments, with younger consumers and sustained upward brand image. At the same time, in September, our bicycle price was close to 6.5438+0.5 million yuan, which was among the best in China.
In terms of product technology, we developed the ADiGO 4.0 extrasensory interactive intelligent cockpit with Bosch intelligent team, which adopts Qualcomm 8 155 cockpit chip, leading the industry. We also independently developed the Guangzhou Automobile Intelligent Navigation Assistant System, which is based on the L2++ intelligent driving platform, with more car scenes and more agile interactive experience, bringing users the whole experience of man-machine driving.
ADiGO 4.0 extrasensory interactive intelligent cockpit and GAC intelligent navigation aided NDA system will become powerful weapons for the intelligent development of GAC Chuanqi.
In addition, relying on Julang Power, the hybrid process is comprehensively promoted through two sets of dual-motor hybrid systems, namely GMC 2.0 hybrid system and Toyota THS hybrid system.
In terms of quality, GAC Chuanqi continues to implement QDR project, intelligent manufacturing system and world-class supply chain as the core to strengthen quality engineering.
In the service field, we will build omni-channel mobile service contacts with customer APP as the core to create a visual, convenient and exclusive car life experience. Fully integrate and upgrade sales, services, shopping malls, communities and other functions. In addition, GAC Chuanqi actively promotes the innovation plan of users and creates brand value around users' needs, from research and development to marketing, from products to services.
Automobile sankei: Recently, the country has also defined the strategic goal of double carbon. Under this goal, what is GAC Chuanqi's low-carbon transformation and sustainable development plan?
Ceng Yi: Under the background of dual-carbon strategy, based on GAC's "Green Glass Plan" and GAC's "Green Engine Technology", GAC Chuanqi responded positively and acted quickly, and set the development strategy of "hybrid+intelligent" dual-core drive. In 2025, all models will be mixed, and in 2030, mixed sales will account for more than 60%, challenging to achieve carbon neutrality in 2045.
In terms of factories, we will build a "carbon neutral" factory from a high starting point, introduce green power and super photovoltaic power generation system, and aim at "zero carbon" to realize digitalization, intelligence and low carbonization of the whole industrial chain.
In terms of technology, Chuanqi is fully committed to hybrid technology. Relying on Julang Power, through open cooperation and independent research and development, Toyota THS and GAC independently developed two hybrid systems, GMC, to build the strongest hybrid platform of China brand.
Automobile production: Guangzhou Auto Show at the end of the year has always been known as a weather vane connecting the preceding with the following. What is the next development direction and longer-term development strategy of GAC Chuanqi?
Ceng Yi: After this year's brand rejuvenation work, GAC Chuanqi has further defined the future development direction, that is, it will continue to be guided by the brand slogan of "FAW, Smart and Better", deepen the core values of "fun and quality" and realize the mixed, intelligent and youthful development of Chuanqi.
Hybrid, under the goal of double carbon, GAC Chuanqi will take Chuanqi power hybrid as the core and comprehensively promote the hybrid process. Chuanqi Julang Power Hybrid includes two sets of dual-motor hybrid systems, one is GMC2.0 hybrid system, in which 2.0ATK engine independently developed by GAC matches GMC2.0 electromechanical coupling system, and the other is 2.0TM engine independently developed by GAC matches Toyota THS hybrid system, which is the first application of Toyota THS system in China brand.
Intelligent, we will rely on ADiGO 4.0 to drive the interconnected ecology, and GAC Chuanqi will accelerate the intelligent landing. In the future, GAC Chuanqi will establish a comprehensive leading edge in intelligent cockpit, intelligent driving and AR intelligence, and continue to bring more intelligent and high-value experiences to Chuanqi users.
Younger, Shadow Leopard, as a heavy model of Chuanqi Younger, has effectively promoted the process of Chuanqi Younger by playing with users. Shadow Leopard also brought J 10 fighters to the exhibition, and brought modified models to bring more novel experiences to fans.
Automobile production: user * * * is a very popular word in the industry at present, so how does GAC Chuanqi achieve * * * win-win and * * * create value in this respect?
Ceng Yi: We are using the model of "intelligent cloud, Intelligent Network, Intelligent APP, Full Customer Scene" to realize all-round communication with users from the aspects of brand building, product iteration, precision marketing, automobile life, service experience, etc., and to create a sustainable user value ecosystem, aiming at realizing * * * enjoyment and * * * creation with users.
This year, we launched a series of activities, such as intelligent product selection experience officer, Shadow Leopard and Users' Light Friends Group, and the new second-generation GS8 Explorer Club, inviting users to participate in product development, testing and follow-up marketing, so as to build a real * * * car.
At the same time, our intelligent platform, GAC Chuanqi APP, launched the online C2M mode at the beginning of this year, realizing the car purchase mode of directly connecting customers for the first time. Users place orders directly on the APP to meet the personalized and customized car purchase needs of users. In the third quarter, we launched an APP cycling circle integrating sharing and experience, which met the social needs of customers and built a platform for * * * to enjoy * * *.
Next, we will continue to focus on the customer experience, implement the "customer+creation+* * * enjoyment" plan, and invite users to personally participate in the design improvement, functional development, product concept and lifestyle extension of our new concept car EMKOO.
Automobile production: intelligence and youthfulness have become the consumption trend of the current automobile market. What layout has GAC Chuanqi made around these two directions?
Ceng Yi: In terms of intelligence, we mainly rely on ADiGO 4.0 intelligent driving interconnection ecology to make technical layout in the fields of intelligent cockpit, intelligent driving and AR intelligence.
ADiGO 4.0 super-sensory interactive intelligent cockpit adopts 8 155 and other car-class cockpit chips, with smaller size, wider bandwidth, lower power consumption and stronger performance, which can be described as the super brain of the car cockpit.
In addition, our intelligent navigation aided NDA system is based on L2++ intelligent driving platform developed by GAC. Support high-speed, urban intelligent assisted driving, and automatically realize assisted driving according to the set navigation path. With super computing power, super perception, rich functions, man-machine driving and integrated "one map" function, it ranks first in the industry.
Guangzhou Automobile Chuanqi also realized the first mass production AR-HUD in China, adopting the world-leading DLP technology, which is the first independent technology in China and leads the display size industry.
We have been focusing on the brand-new slogan of "FAW, Smart, Better" to promote the development of brand rejuvenation and create a younger, more scientific and more dynamic brand image of Chuanqi.
As the core model of Chuanqi's youth strategy, Shadow Leopard focuses on the concept of "light running", cool street fighter design, ejection acceleration starting in 6.95s, and world-class chassis adjustment ... Shadow Leopard leads the new trend of automobile youth with the trend of street fighter.
At the same time, Shadow Leopard continues to invite the media and users to experience exchanges through the establishment of the Light Friends Group, and makes a series of optimizations on the control, technology and Zhilian of Shadow Leopard. Starting from the needs of young people, it plays with young people and builds cars together to create a light run that is infinitely close to the hearts of young people.