, taken by 36 krypton Auto, author | Liu Yang, Editor | Su Peng, Geely’s automotive business layout is well-known, and its brands cover most of the auto industry segments.
On July 12, 2022, Geely officially launched the RADAR radar car brand, focusing on the pickup market segment.
In November of the same year, radar’s first product, radar RD6, was officially launched.
The new car is based on China’s first native pure electric pickup platform M.A.P Radar Hanhai platform, is the first to achieve real passenger pure electric pickup products.
Geely, which is good at layout, tries to open up a new blue sea track in the highly competitive new energy vehicle market.
With the help of radar RD6, radar cars sold a total of 4681 new cars in 2023, accounting for 62.
42% of the new energy pickup market.
Radar cars have achieved success in the market segment, but looking at the scale of about 500000 pickup trucks in China, there is still a lot of room for growth.
Radar Horizon was officially launched on April 23rd, with a total of three configurations with a price range of 18.
18-221800 yuan.
The new car is equipped with front and rear dual motors, peak total power 315kW, peak total torque 594N ·m, intelligent all-terrain feedback system, intelligent adjustment of four-wheel torque distribution, zero acceleration of 4.
5 seconds, maximum climbing slope of 95%, maximum wading depth 815mm, minimum turning radius of 3.
5m, maximum rated load 865kg, maximum drag 3000kg, and intelligent U-turn function.
The radar horizon, which occupies the advantage of electrified technology, will fill up the power, passability, loading capacity and other products.
At present, in the segment of pick-up truck market, fuel models occupy an absolutely dominant position.
If radar cars want to grab more market share, they need to give full play to the dividends brought by the electrified technology route and create differentiation advantages, so as to attract more user groups.
Compared with the mainstream passenger car models such as cars and SUV, the use of pick-up trucks in life is more scene-oriented, and the words such as pulling, moving and farming have been deeply bound to the pick-up truck models.
In order to expand the audience, Radar Automobile tries to create more car scenes.
Radar car-related staff told 36 krypton Auto that the radar horizon has both commercial and passenger car properties.
in addition to commercial and agricultural scenes, popular outdoor play scenes such as camping and fishing are new scenes that radar wants to develop.
Radar Horizon is equipped with the maximum external discharge function of 21kW, supporting 380V industrial / commercial and 220V household discharge requirements, which provides sufficient support for it to create outdoor IoT ecology, and its intelligent ecological category can be accessed concurrently.
The intention of the radar car is very obvious, using the dividend brought by the electrified technology route to break the inherent “rough man” image of the pickup truck in people’s minds.
Guide users to strip the pickup from the functional car and make it stand on the same track with the mainstream passenger models such as cars and SUV.
The driving experience of the radar horizon is indeed more like a new energy SUV, and the chassis is equipped with front McPherson + rear multi-link independent suspension.
The interior of the cockpit is equipped with a large screen, which basically integrates all the control systems in the car and supports voice control, as well as functions such as L2 auxiliary driving, 540-degree panoramic image, intelligent dragging, and cargo display.
This intelligent configuration gives it a leading position in the competition with traditional fuel pick-up trucks, but in 2024, when high-end smart cars are generally available, radar still needs to improve the level of smart driving as soon as possible.
let the product maintain its advantage in the competition with new energy vehicles.
First step into the new energy pickup track so that radar has a preemptive advantage, which also means that the newcomers will take it as the main target.
Futian General EV, Zhengzhou Rui Vernon 6 EV, Changan Hunter, and Great Wall Gun EV have entered the market.
Tesla Cybertruck is temporarily unable to enter the Chinese market due to styling problems.
In addition to the above rivals of pickup models, radar has to compete with other new energy passenger models.
After all, if radar wants to extend the car scene to daily life, it must compete with new energy models in the mainstream market.
With the rapid transformation of the automobile industry to electrification, new car brands are springing up like bamboo shoots after a spring rain.
When a new brand enters the market, it is very important to let consumers know themselves, establish a good brand image and win the trust of users.
In the cruel market competition, there are winners and losers.
When a car company loses its operating capacity, consumers need to face problems such as vehicle system failure and difficult maintenance on their own, which is naturally a risk that no one is willing to bear.
Different from the start-up car companies, radar car, as a start-up brand, backed by Geely Automobile Group, has the support of technology and operation channels.
Although radar car is an independent brand, its products can be repaired in Geely 4S store.
In terms of dealer channels, by 2023, Geely Radar has built a total of 168 three-level three-dimensional retail networks of image stores, experience stores and scene stores, covering 142 major cities across the country.
According to radar auto-related staff, radar car plans to expand its retail network to 250 in 2024.
In terms of energy replenishment system, radar cars have been connected to 33 operators such as State Grid, Southern Power Grid, Special call and Star charging with the help of Geely Group, with a total of 440000 + charging terminals, covering 340 + cities across the country, with a public charge coverage of 85%.
It is planned to fully open up the charging resources in 2024, realize the charging network and data interconnection, and further enhance the capacity of supplementary energy guarantee.
The problem of energy supplement is a common problem of pure electric vehicles.
Car companies improve the car experience by changing the way of energy supply, improving the efficiency of energy supply, and constantly laying out charging networks.
Pickup truck as a relatively special model, its demand for energy is higher than cars, SUV and other models.
A pickup truck enthusiast told 36 krypton Auto that he was very worried about the battery life of the pure electric pickup truck, long distances and complex road conditions were very common in the process of using the car, while the power of the pure electric pickup truck could not be replenished, and the rescue work in complex road conditions was also difficult to implement.
While the electrified technology route brings intelligent advantages, the mileage and the convenience of energy replenishment are absolutely hard injuries compared with fuel-fueled vehicles.
However, pure electric is not the only solution to the electrification route, and changing the way of energy supplement can effectively solve the problem at this stage.
36 Krypton Auto has learned that radar vehicles are planned to be launched in the future in the form of plug-in and extended range power.Model., The current automotive market is intertwined everywhere, and a new track is being developed, which means that a large number of competitors will flock in.
Volume configuration, volume technology, and volume intelligence will eventually lead to the price that consumers care about most.
For car companies, it will test their cost control capabilities.
In the automobile industry, where scale is the underlying logic, the prerequisite for cost reduction is to have sufficient sales scale.
The good news is that China’s new energy vehicle market is in a stage of rapid positive growth.
At the same time, according to data from the Passenger Transport Association, my country’s pickup truck market sold a total of 128,000 units from January to March this year, achieving a year-on-year increase of 5.3%. The growth of the market has provided fertile soil for the track of new energy pickup trucks.
In the end, the selling price of new energy pickup trucks may also achieve the situation of “the same price for oil and electricity”.
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