On April 25th, 2024 Beijing International Automobile Exhibition officially opened.
With the theme of “New era and New cars”, this auto show provides a new way of thinking in leading the forefront of automobile consumption and connecting automobile brands and consumers.
In this auto show, Auto House invites senior executives to talk about the future of the auto market and the industry.
Automobile House carries out in-depth exchanges with Dong Yudong, general manager of the Eula brand.
In the Chinese market, Euler will continue to adhere to the positioning of female users.
Among them, the proportion of female users of ballet cats is as high as 98%, and the overall female users of the Euler brand also reached more than 75%.
Brand positioning in overseas markets is more based on local historical and cultural characteristics, although not entirely based on “female” as the tone, but the proportion of female users is also more than 50%.
The Euler brand is fully opening up the layout of overseas markets.
It has been out to Southeast Asia as early as 2021.
In January 2024, it realized the first Oula good cat (parameter | inquiry) localization production line in Thailand.
Up to now, it has spread to five continents, Asia, Africa, Europe, Oceania and South America, including Germany, Britain, Sweden, Thailand, Malaysia, Brazil, Mexico and so on.
In the future, its two products, good Cat and Lightning Cat, will be sold in 100 countries and regions around the world, “Dong Yudong told Auto House.
, 
, “Dong Yudong, General Manager of Euler Brand”, the following is a transcript of the conversation: auto House: thank you for coming to our interview room.
First of all, could you tell us what products Ola brings to the Beijing Auto Show this year? And the features of the booth? Dong Yudong: this time, the whole Great Wall Motor has made a joint booth, with five major brands together.
The whole is built around our intelligent off-road and globalization, based on the sea strategy of the entire Great Wall Motor, standing in a global perspective.
This time, the Euler brand mainly brought 24 good cats and GT Mulan versions, as well as our Lightning Cat Night Edition and Ballet Cat National style Edition, a total of four models.
In the case of 24 good cats, we have made a comprehensive upgrade and upgrade to add some of the body colors reported by users, one is puppet white, the other is smoke ash.
Here, take the smoke cold ash as an example.
We can see that matte gray will be used in many million-class luxury cars, such as Mercedes-Benz AMG, to reflect its overall sports texture and a profound sense of quality.
Why is this kind of car paint used in small cars? it is because many of its processes are so complex that they must be molded at one time, and no rework is allowed.
Therefore, this time, we have achieved mass production of this kind of car color produced in small batches, which is a major breakthrough, because we need to examine all the processes, and all the equipment, including the inspection links, have to do some special treatment.
This is from the perspective of car color, in terms of appearance, of course, we have also added some other packages, color matching has also done some matching, at the same time, we have also improved the performance of the entire battery.
Last year, we took part in the test done by Sinochem Research in Hailar and Heihe.
In fact, we did five OTA upgrades and seven calibration tests before.
We increased our mileage by 5% and stood the test in an environment of more than 40 degrees below zero, so we won the certification of “Alpine Life Star” and “Alpine reliable Star” issued by China Automotive Research Institute.
So this time we have brought users a brand new BMS to match our entire vehicle, such as active intake grille, full-dimensional thermal management system, including some other applications of batteries, and we have raised this battery life as a whole.
On the other hand, in terms of security configuration, at present, we have done some blessing on the good cat honor version, including a total of 9 items on the good cat GT version, fully showing our L2-level auxiliary driving to users, and at the same time expanding some parking scenes, because we find that in the early days of new energy, most of our attention may be focused on the first-and second-tier markets.
Relatively speaking, their parking environment is relatively regular, with parking spaces and virtual lines.
For third-to fourth-tier cities, when our permeability is gradually expanding downward, we find that parking scenes are still more complex, so we need to constantly identify, calibrate and expand these scenes.
Only in this way, users in the parking process, there will be no other anxiety, we are currently able to cover more than 50 scenarios, in other words, can cover more than 98% of the parking scenarios.
At the same time, we also grant L2 autopilot to our honor version as a standard, and the whole department is also equipped with V2L, discharge power of 3.
3 kilowatts, which can be used in some outdoor camping activities.
for example, induction cooker, some audio equipment, lighting and so on, to meet these experiences and needs.
In addition, in order to deal with the rigor of the entire global regulations, because the regulations are being advanced every year, we have been deliberating on the safety of good cats, how to make our products meet the needs of market users, and reduce anxiety about safety issues.
For example, in the column collision and side post collision test, most car companies apply a 32 km fixed position and fixed angle collision, while we use the whole scanning collision method and method.
From the front boundary of the battery on the front wheel to the rear boundary of the battery, that is, the main seat space of the entire cockpit, we did the scan column collision.
What does this mean? We should take into account both the safety of the occupants and the protection of the battery at every point, and balance the cost and weight.
In this case, we have made some enhancements to many brackets, and at the same time, we have also made two horizontal and one vertical enhancements in the battery package.
unlike other car companies, we want to make the battery hydrogen system achieve zero collision rate, so this time, we have made a comprehensive safety upgrade.
It can be said that this upgrade is not wasting every kilowatt-hour of electricity, not relaxing every vigilance for battery safety, and not stingy with security protection everywhere.
We have to put the configuration into the standard, at the same time, we can not ignore the security of every aspect, and then regard security as an advanced step, so we have to do these three steps in order to give our brand-new products and experiences toTo the user.
Another product is our Lightning Cat, and this time we have brought Lightning Cat Night Edition.
Its car paint is very special, because a user came into the store to look at the car and put forward some higher requirements for the color of the car.
He said that if he could make the texture of Rolls Black car paint, he might buy this car.
At that time, we also thought about how the texture of Rolls Black should be copied and reflected from our production line.
So we made an overall upgrade of the 61 fully automated painting robots in the entire production line.
Then, they can fully rotate the rotary cup of the paint in the form of 50,000 revolutions, and then spray it out, and the error of the whole painting system link can be controlled to plus or minus 5mm, which is a very high precision.
And its positioning accuracy can be controlled at 1.
5 microns, that is to say, its positioning accuracy is also very high.
At the same time, after the 2K nano ceramic varnish was sprayed for the first time, we polished it manually.
After this polishing, it was polished by a high craftsman for four hours, and then sprayed twice.
In fact, there is another process before spraying.
We will have a test for each part, about 1096 test points, through Blu-ray scanning technology.
Some defects on the surface are identified by AI recognition algorithm to ensure whether the accuracy can meet the requirements, whether it can enter the next process, whether it can be welded or sprayed, so a lot of work has been done in the early stage.
In the later stage, because the mirror degree of car paint requires that the pollution must be low, our whole painting environment must be close to zero dust.
At the same time, because most of us spray in the form of static electricity, ions with magnetic field will be adsorbed on the car body, and some of the things used in ordinary production lines to remove static electricity and wipe dust are non-woven fabrics.
This kind of chemical products are difficult to completely remove static electricity.
And we use ostrich feathers on the production line, one of the characteristics of ostrich feathers is the world’s best static electricity-free, dust removal tools.
So we have done a lot of deliberation on this, and put all the details of the process into this car and then reflect it.
Welcome to the booth of E303 to have a look at this bright night black.
Then there is our ballet cat, which is a national style product co-created with users.
First of all, the side of the car is a green body, and then in the interior we added some bamboo, giant panda elements of embroidery.
Our female user base can reach more than 98%, and they like the appearance of this product to create a sense of high-end.
At the same time, we are also equipped with a starry ceiling, in which some decorations and materials have been greatly advanced and upgraded.
These three products are mainly brought to our auto show this time, of course, the good cat GT is included in the good cat.
Car House: you just mentioned that the number of female users has reached 98%? Dong Yudong: it’s a ballet cat.
The overall Euler is more than 75%.
Because with the promotion of our entire female positioning, users’ awareness of our brand is also increasing, whether it is good cats, ballet cats or lightning cats, the female group is on the rise.
Lightning cat is now basically about 60%, because it has certain sports characteristics, but also attracts a lot of male customers.
Auto House: for female users, does the Euler brand have any new plans for after-sales service or marketing plans? Dong Yudong: at present, the entire BEV industry has been in the volume price, volume technical parameters, in fact, some users’ experience is not fully given.
In fact, we have done a lot for offline activities and user experiences.
for example, every season we will make some door-to-door visits, including the battery system and three-electricity system of some vehicles.
as well as the car’s air conditioning, lighting and other free testing to help users eliminate some hidden dangers in the process of using the car.
At the same time, we organize a lot of car club activities offline, including hiking and spring outing, and we have some parent-child training.
in the group of mothers, we can discuss how to raise children and how to carry out their own career planning in their life and work scene so that they can be advanced to a higher level.
in these offline activities, we continue to iterate, and then plan according to the needs of users.
Auto House: what do you think of the new energy price war? Will Euler consider following up? Dong Yudong: I think the price war is not a simple price war.
We should divide the price decline into two dimensions.
The first is that with the improvement of the production efficiency of the entire industrial chain and the reduction of direct mining costs, we have returned to a certain price war.
This price reduction is actually adapted to the development of our entire industrial chain and the needs of users.
The other is to win more market capacity and capital to increase its stock price.
This kind of price reduction actually touches the bottom line of the entire user group, including the industrial chain.
I have a set of data.
In fact, if we look at the quarter-on-quarter comparison between the first quarter of 2024 and the fourth quarter of last year, sales of Class B and C fell by 24%, Class A by 34%, Class A0 by 51%, and Class A00 by 44%.
But behind this set of data, we have to see some changes in the perception of the product by the entire user group.
the first point, I think, is that they prefer to upgrade their consumption and have a better experience, better intelligent driving, and better control experience like Class B and C, which has a very obvious advance and improvement compared with some oil trucks and luxury cars in BBA.
In this environment, the efficiency of the industrial chain is brought into full play, and its price reduction will promote this group of people to consume, which is why the decline of B and C levels is relatively small.
On the other hand, we have to see that the price reduction is actually unfriendly to some of our middle class and some low-income groups.
Why? Because the price reduction will bring more anxiety and continuous wait-and-see, this cycle is getting longer and longer, the expectation for the next product may not be focused on safety, intelligence and car experience, but more looking forward to the next price.
In this case, when many enterprises carry out internal volume to gain market share, it is at the expense of their costs and their profits.
In fact, a great deal of this will happen.
Change may be a vicious circle.
For example, layoffs, such as persistent losses, and then the closure of stores, some after-sales of stores, including the withdrawal of sales system channels, what will it bring to our users? It’s some anxiety, such as where is the OTA you talked about that day after I bought the car? Where are you going to do the after-sales you agreed on that day? In fact, many such car companies and brands have emerged last year.
In this case, we should pay more attention to the quality of the whole car, the whole brand in the field of marketing, research and development in the field of continuous iteration, in the whole after-sales guarantee how to achieve sustainability? Is it a well-developed enterprise? Therefore, we pursue long-term doctrine and bottom line thinking.
if we want to do it, we will do high-quality cars, and if we want to do it, we will do global cars.
We can’t keep rolling up the price all the time, because there is no way out for the continuous price, and it will only enter a vicious circle.
Users’ anxiety will grow.
We are determined not to follow this disorderly, bottomless price war, we must make high-quality cars.
So when others cut costs and configurations, we have to add, we have to add, we have to give users a better model experience, this is our original intention, so that we can continue to develop.
Auto House: how is Euler doing in terms of intelligence? Dong Yudong: in class A0, we are unique and leading in the parking area and the auxiliary driving area.
Auto House: what kind of deployment does Euler have in the field of new energy used cars? Dong Yudong: this year, the state launched the policy of trade-in for new energy, which is a great benefit to new energy.
Maybe the country is below country 3, country 3 or above, and some are scrapped and some are replaced.
We will take corresponding measures in the whole replacement, so that users can have a better experience, of course, within the scope of our entire channel can bear, we do not do disorderly competition, give 20,000 to 30,000 replacement policy, that is not normal, we will actively make adjustments according to the national policy.
Auto House: in the face of the continuous launch of competitive products, what do you think are the challenges of Euler? Dong Yudong: I think this topic can be put into the next two to three years, or even three to five years.
What kind of product is the new energy product? How on earth should new energy products meet the needs of customers? What new demands do customers have in it? In fact, we look at the current situation of the entire new energy market, including technology research and development, manufacturing, user experience and some advanced levels of intelligence.
in fact, we have reached a certain peak.
even many car companies belong to homogenization in some aspects.
I think that in this field, people may compete not only for products, but also for marketing.
For the whole Great Wall system, in fact, we need to find suitable people, starting from the needs of the people, from their scenes, through in-depth interviews with users, for example, every time in the early stages of product definition, we will interview about 200 to 300 users.
Our product director will personally talk to the users to understand their demands for the future car, what is their previous experience of using the car, what is his family composition, and whether his next step is to purchase or exchange.
We do sufficient research, and then put the needs of users back into our product design, we will not say to stack configuration in disorder, but to focus on the travel scenarios that are suitable for users.
Products below Grade An are in fact the most beneficial to the development of the whole new energy market.
Why? Its battery power is the smallest, and the relative cost of battery recycling is the lowest when it is scrapped in the future.
at the same time, when the battery power is small, it has a very good adaptability in the city, and does not involve the long-distance transfer from city A to city B.
For large BEV models, more than 70% of the time is basically carried out in the city, so we should pay more attention to the whole lower half of the market from A to A0, instead of focusing all our products and energy on B and C.
you see, there are dozens of B and C brands and hundreds of products, and everyone is crowded in that area where the supply is obviously greater than the demand.
We should now look at the user needs and user scenarios for 3 to 5 years.
The user’s home may be an oil truck, a PHEV car, a HEV car plus a BEV car.
BEV is used as a substitute in the city.
What we should look at is what the future development is, and only this development is the most in line with the needs of the public.
Auto House: many Chinese car companies have opened a comprehensive layout of overseas markets.
What are Euler’s plans for global layout? Is the brand positioning the same as in China? For female users? Dong Yudong: in 2021, we actually went to Southeast Asia to sell in Thailand, and then in January this year, we realized the first Oula good cat local production line in the Thai factory.
Now, we have spread across five continents, Asia, Africa, Europe, Oceania and South America, including Germany, Britain, Sweden, Thailand, Malaysia, Brazil, Mexico and many other markets.
As for lightning cats, we also have a global layout, with the goal of meeting the needs of global users, the applicability of laws and regulations, and the applicability of scenarios.
The overall plan for the future is that these two products will enter 100 countries and regions.
From this point of view, the new energy vehicles in the entire Chinese market are indeed very inward, but they can push our Chinese new energy enterprises overseas and make them feel some changes in China’s speed, China’s intelligence and China’s electrification.
In fact, brand positioning is based on the localization culture of each region, its historical accumulation, we go to carry out some marketing promotion.
Because the country is different from the country, after we go to the western countries, if you are still “female”, people will think that it is a sexism, so we will position it according to the local historical and cultural characteristics.
however, the positioning of good retro futuristic cats, including lightning cats and super-streamlined sedan cars, will not change.
In fact, we mainly focus on women in many overseas markets, and the proportion of women is definitely more than 50%, because women’s aesthetic appreciation of classic shapes is in fact common.
For example, we see a lot of BMW MINI and Fiya abroad.
The Special 500 models have actually been passed down for decades.
Although some minor changes have been made to their shapes, classics have always existed.
Therefore, at this auto show, we are saying “The world’s classics look at Oula”, because our good cat has been on the market for more than three years, but it has lasted for a long time, its sales have been rising, and it has won the world’s more than 460,000 users.
Word of mouth, so the classic style can continue.
In addition, our size level is very recognizable in overseas markets, because overseas car use scenarios, including parking scenarios, in fact, they prefer to drive a delicate and dynamic car that can shuttle around the city.
Car Home: Are you considering entering the Japanese market? I feel that our style should be quite suitable for the aesthetics of Japanese users.,.Dong Yudong: We will consider it.
Now we have begun to deploy it in Hong Kong and Macao.
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