Dongfeng? Da Yue? The abbreviation of Kia (Dongfeng Da Yue Kia) ... The next question that you are sure to answer automatically: Isn't this company pushing a brand-new K5 recently?

If you really think so, it means that the brand-new K5 has attracted your attention. For DYK, this is certainly a good thing to love, at least it is the beginning of success.

Shout out the slogan "China first" again.

The brand-new K5 basically went on the market at the same time as overseas markets-Korean debuted in February 20 19, and China debuted in April 2020, only a few months apart. Although there is a certain degree of localization, on the whole, the new K5 has not destroyed the original characteristics of this generation of brand-new cars.

"Dynamic, fashionable and better looking than the previous generation" should be the knowledge of most people after seeing the brand-new K5. In fact, this time, Korean cars have begun to attract a lot of attention with their younger design. Put the time back, the same amazing last time also appeared on the third generation K5, that is, the generation launched on 20 10.

Dongfeng Da Yue Kia brand new K5 Kaiku

However, as long as we look back at the product line of Dongfeng Da Yue Kia, it is not difficult to find that in the past, this joint venture company hardly had a new car that led the design trend, let alone made people shine. Compared with European and Japanese competitors, the brand-new K3, Pride, KX5 and KX7 all give people a dull feeling-but it should be noted that dullness is only about aesthetics and has not affected the market performance of these cars.

But this time, the new K5 broke the silence.

For this masterpiece, Dongfeng Da Yue Kia also gave it a grounded Chinese name: Kaiku. And conveniently, this young medium-sized car is directly aimed at young people under the age of 30, that is, the so-called post-95 s and post-90 s people.

The emergence of a brand-new model will inevitably bring some new features to enterprises, even changes in marketing ideas.

Head recognition function: Z-shaped LED light

In view of the current market performance against the trend, Dongfeng Da Yue Kia once again shouted "China? The slogan of "first". " China First "shows the importance of China market to Kia's global layout.

The so-called "China? The concept of "first" is actually a whole marketing strategy, which operates simultaneously in three dimensions: enterprise, brand and product. To put it simply, Kia will introduce the latest technology and global strategic cars into the China market, realize localized production, and let China consumers get the same attention in other markets around the world.

After the "New K5 Cool Online Technology Conference", DYK executives also communicated with a number of media online. Regarding the marketing strategy, Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Da Yue Kia, interpreted it this way.

Through taillights belong to the current trend design.

"We hope that the brand will adopt more user-oriented operation mode from image to products, terminals and even future marketing methods, rather than traditional sales methods. There will be brand differences in change in order to seize young consumers. "

When it comes to traditional mode, it mostly refers to offline operation. But nowadays, with the rise of the post-90s ethnic network consumption culture, online merchants have become a hot spot. With the reflection on life brought by the "COVID-19" incident, more and more people are more willing to see, choose or even buy cars online. Li Feng also emphasized this trend.

"Compared with other traditional joint venture brands, Dongfeng Da Yue Kia needs to be younger to enter the youngest consumer group."

Kia's new car should also pay attention to technology?

For automobile products, a set of glamorous styling design is only a point to enhance attractiveness and increase attention. After all, the automobile industry is a technology-intensive industry. If a car can technically tell stories, it will actually be icing on the cake.

In the media communication session of K5 Kaiku Online Technology Conference, Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Da Yue Kia, put forward two views on the brand-new K5 Kaiku, especially focusing on the selling points put forward by the media.

I-GMP: Innovation-Global Modular Platform

Li Feng said that there was a bright spot in what he wanted to say most. "The first point is power. From the perspective of industries and enterprises, K5 Kaiku's power and chassis technology are subversive technologies of the times. The second point is vehicle positioning, which is supported by technology and takes the personalized label familiar to Z generation consumers as the overall vehicle positioning. These two points are the places where Kaiku is the most different from other models in the B-class car and can impress consumers the most. "

Li Feng's statement coincides with my previous view that "good design is just a point, and telling technical stories can add icing on the cake".

Strange to say, in the past, Hyundai Kia Motors rarely discussed vehicle platform and engine technology, but now it seems to follow the international trend and start talking about its new generation i-GMP platform, claiming that it is the third generation technology platform.

Probably influenced by Audi ag MQB platform, PSA EMP2 platform, Toyota TNGA architecture, and even Geely Automobile Group CMA architecture, Hyundai Kia Automobile Group put forward i-GMP platform on 20 19.

I-GMP, that is, the English phrase innovative-GlobalModular? The abbreviation of Platform, translated into Chinese, is "innovation-global modular platform". Needless to say, "modularization" has explained all the problems. I-GMP, like MQB and EMP2, is flexible and changeable, including small and medium-sized K platforms and large and medium-sized N platforms. The brand-new K5 Kaiku and Hyundai Sonata 10 are on platform N3.

There is also an electrified platform corresponding to i-GMP: E-GMP (Electrical-Global? Modularization? The Platform (Electrical-Global Modular Platform), which is specially responsible for building 100% pure electric vehicles, is a part of modern Kia's electrification transformation, and will be introduced into a joint venture company in China.

Back to the third generation i-GMP platform, it has brought many technological innovations to the new K5 Kaiku. For example, lightweight body structure, safer passive collision structure than the previous generation, and even optimization and improvement in power system and chassis suspension.

The engine room structure was reformed to enhance the passive collision performance.

As a global car, the new K5 Kaiku has its own set of strategies to deal with local collision laws, because it must be sold in China, South Korea, the United States and other markets at the same time. In the engine room, strengthening the longitudinal beam, the front energy absorption box and the fender frame can withstand the severe test of 25% offset collision.

In terms of vehicle center of gravity, the third generation i-GMP platform has realized a lower layout mode, such as engine mount, seat position, carriage floor, and even battery position closer to the firewall, thus making the center of gravity close to the vehicle center.

Compared with the previous generation, the engine room and passenger compartment have been redesigned, the wheelbase has been lengthened (at present, the domestic version is 2900mm), the layout of the front suspension has been adjusted (the kingpin leans backward), and the steering mechanism has been re-matched. The technical innovation not only ensures the space of the passenger compartment, but also improves the driving stability and driving quality.

What are the highlights of CVVD technology engine?

In addition to optimizing the shape design, improving passive collision safety, enhancing driving quality, improving comfort and NVH performance, i-GMP platform also has an outstanding performance, that is, improving fuel economy. On the one hand, it comes from the weight reduction of 55kg (compared with the previous generation), and another crucial factor is the application of engine CVVD technology.

Smartstream gasoline power system

If you pay a little attention, you will find that Kia not only claims to use the i-GMP platform, but also puts forward a new brand on the powertrain: SmartStream-is it like Honda's EarthDream? This also makes people curious, where will this powertrain be new?

First of all, of course, the displacement. The new domestic K5 Kaiku is equipped with a new generation of Smartstream powertrain, including two new engines, 1.5T and 2.0t. Different from the American market, the new K5 in the United States is equipped with 1.6T and 2.5T engines belonging to the Smartstream gasoline engine lineup, but the machines are all in-line four-cylinder and in-cylinder direct injection.

It is not difficult to understand that the reduction of emissions is to balance the relationship between emissions, taxes, oil consumption and manufacturing costs, and it is also closer to the usage habits of Chinese consumers.

Secondly, the technology is new, especially the 1.5T engine. Including the mainstream application of continuously variable valve timing, high swirl combustion system, low resistance friction, intelligent thermal management system, low-pressure exhaust gas recirculation device, and even an innovative project-CVVD "continuously variable valve duration" technology.

Simply put, this CVVD is to reasonably control the opening timing and opening time of the engine valve according to the current working conditions without changing the valve lift-for example, CVVT can open late, and CVVD technology can open a little longer on the basis of late opening. Further, the purpose of optimizing fuel efficiency and improving fuel economy can be achieved.

Dongfeng Da Yue Kia released the corresponding data, the power performance increased by 4%, the fuel consumption decreased by 5%, and the exhaust emission decreased by more than 65,438+02%.

The core part of CVVD:

Special camshaft assembly (bottom), position controller and drive motor (top)

Finally, the engine is more efficient, especially in terms of mechanical structure. The realization of CVVD technology depends on a special camshaft assembly, position controller and drive motor to form a coordinated control system. Combined with CVVT continuously variable valve timing technology and CVVL valve lift controllable technology, the duration of valve opening and closing can be controlled according to information such as vehicle speed and throttle opening. The biggest difference is that the camshaft can control the running speed, and the rotating speed is no longer fixed.

It is precisely because of the different height and time of valve opening and closing that various engine cycle modes are formed. Surprisingly, KIA has realized three modes of Otto cycle, Atkinson cycle and Miller cycle through CVVD technology without losing power and economic behavior. Even because the valve opening and closing duration can be controlled, the in-cylinder compression ratio can be freely adjusted between 4:1-10.5:1.

Both the intake and exhaust camshafts have variable timing functions.

In other words, when running at different speeds, different loads and different working conditions, the engine equipped with CVVD technology can also have different personalities. Of course, when the new machine is put into the market, it will also be tested under some actual working conditions. I believe that the performance of this engine will not disappoint.

Finally, it is necessary to mention 1.5T? The performance parameters of CVVD engine, the maximum horsepower 170Ps and the maximum torque of 253Nm, are at the conventional level of 1.5T/ 1.6T-low power adjustment. In addition, this 1.5T engine is equipped with a 7-speed dual-clutch gearbox, which meets the strict national 6b emission standard. Undeniably, 1.5T+7DCT will become the kingpin powertrain of the new K5 Camry compared with the 2.0T+8AT powertrain.

New and old K5 will not be sold together.

For a brand-new car, in addition to the highlights of the platform and powertrain technology, in fact, the new K5 Kaiku is also advancing with the times in terms of equipment and driver assistance. For example, both the digital cockpit and L2 driver assistance system appear in the configuration list.

In fact, DYK's so-called "online technology conference" also revealed a lot of information about products and strategies.

Dongfeng Da Yue Kia's current product matrix.

For example, regarding product sales, Li Feng, vice president of Hyundai Motor Group (China) and general manager of Dongfeng Da Yue Kia, told the media: "K5 Kaiku will not be sold with the current K5." This has also changed the problem that Korean car companies have long been criticized. He said that the brand-new K5 sold well in South Korea and attracted great attention in the United States. He believed that its performance in the China market would not be bad.

For the new K5 Camry, Li Feng also mentioned a key message, that is, "K5 Camry is an important model for Dongfeng Da Yue Kia to return to the B-class car market". This news actually shows that DYK has completed the layout of SUV product sequence, and the next step is to reorganize the car products.

As the domestic flagship to be listed soon, K5 Kaiku not only needs to make proofs, but also needs to make Kia, a Korean automobile brand, look brand-new.

In the past May and June, DYK sold 23,535 cars and 22,028 cars respectively, an increase compared with the same period last year, and launched a series of new products to stimulate the effect.

As far as marketing thinking is concerned, Li Feng's cognition is very clear: "Competition will always exist, whether it is high-speed growth when the market is good or when the competition is fierce now. Price is only one of the factors. Our strategy is to adjust the product structure to cater to consumers with higher demand. " (Author | Steve)

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.