At the 2024 Chengdu International Auto Show, Auto House invited senior executives to talk about the future of the auto market and the future of the industry.
Huang Zhaogen, assistant to the general manager of Chery Automobile Co.
, Ltd and general manager of Xingtuo Marketing Center, conducted in-depth exchanges with Auto Home.
, at the Chengdu Auto Show, Chery Group joined its Xingtu, Chery, Jetway and iCAR brands in the exhibition, among which the Xingtu brand focused on three new energy models: Yaoguang C-DM four-wheel drive model, Star era ES 2025 model and Star era ET extended range Max version.
In the past year, Xingtu products are relatively intensive, and there are a total of 7 oil and electricity series.
Huang Zhaogen said, “now the market competition is getting faster and faster, and the principle of Star Road is never to roll the price, but the volume technology, the volume value, we do not participate in the mutual volume in the industry, we devote ourselves to studying products and technology.
” Huang Zhaogen also mentioned that Chery Group adopted the whole track layout, including mixed, extended range, pure electricity and other technical routes, and carried out a technical layout on each track.
He believes that in the future, fuel vehicles will account for 30% of the market, hybrid vehicles will account for 40%, and pure electric vehicles will account for 30%.
It will be such a relationship for some time in the future, and the ultimate development direction must be pure electricity.
The following is a record of the dialogue: auto House: Chery Group’s joint participation in this year’s Chengdu Auto Show is very powerful.
Can you tell us about the Xingtu brand exhibitors? Huang Zhaogen: for two years in a row, Chery Group has jointly participated in the exhibition.
This year, Xingtu, Chery, Jitway and iCAR are located in Pavilion 5, occupying half of the pavilion.
The three models brought by the Xingtu brand are all new energy products, including Yaoguang C-DM four-wheel drive, Star era ES 2025 and Star era ET extended range Max version.
, 
, “Star era ES”, at this press conference, we launched the world’s first new Snow Leopard all-wheel drive technology, and the first model equipped with this technology-Yaoguang C-DM electric four-wheel drive opened for pre-sale, which is also the first four-engine four-wheel drive high-end hybrid SUV of Chery Group.
The four engines here, including 1.
5T engines, P2, P2.
5 and P4 motors, have a maximum power of 455kW, a maximum torque of 920N ·m, and a horse-drawn 4.
7m trolley with an acceleration of 4.
26s, comparable to the BMW X3M and Porsche Macan S in the era of traditional fuel.
Second, Snow Leopard four-wheel drive is the latest and highest technology in Chery’s four-wheel drive.
It can switch between all-wheel drive and full-time all-wheel drive at any time, and four “engines” can be driven at the same time.
Our four-wheel drive can not only cross the country or get off the track, but also drive normally in the city.
The fuel consumption of 100km feed is 6.
6L, which is lower than that of a normal family car.
The pure electric range is 200km.
It can drive for a week according to 30km / day.
1400km, a tank of oil can travel from Beijing to Shanghai.
All the indicators are excellent, and the performance is as good as that of the traditional mechanical four-wheel drive.
At the same time, it performs better in energy consumption economy, which is its core consumer interest point.
Today, the iteration of new energy and intelligent technology has brought great changes to the global automobile industry.
Today, when I released the Yaoguang electric four-wheel drive model, I was very excited.
Internal test drive of this car, for power, handling, comfort, energy conservation are highly valued, welcome to the booth to experience the Yaoguang C-DM electric four-wheel drive car.
Auto House: our products are very intensive this year, with a total of 7 gas-electric series.
What are the considerations behind this, and what other models will be launched in the second half of the year? Huang Zhaogen: now the market competition is getting faster and faster, and the situation this year is obvious to all.
The principle of Star Road is never volume price, but volume technology, volume value, we do not participate in the mutual volume in the industry, we devote ourselves to studying our products, study our technology, study our users.
What we have to do is that others can’t do our technology, and others can’t learn our technology.
As a high-end brand of Chery Group, the latest technology and the best technology in the world will be the first to be used on the star road, so the iterative speed of our products is very fast, and the existing product lineup has four kinds of power: oil tanker, hybrid, extended range and pure electricity.
fully meet the individual needs of different consumers.
Today’s Chinese automobile industry is like a wave of the times, the speed of change is far faster than we imagined, we must seize the opportunity, so next year there are a lot of product layout plans, product iteration speed will also be faster.
Auto House: not long ago, Chery first listed on the Fortune 500, entering a new stage of enterprise development.
Xingtu, as the pearl in the crown of Chery Group, what is our next development goal? Huang Zhaogen: becoming one of the top 500 companies in the world is the dream of Chery’s employees, and it is also a good reward for our chairman’s hard work for more than 20 years.
Entering the world’s top 500, our chairman is more concerned about the strength than the ranking of the world’s top 500.
In addition to being a top 500 in sales, we also want to be a top 500 brand, and we also want to be an innovative top 500.
I think winning the Fortune 500 this year represents that our past efforts have been recognized by users and society.
In the next stage, we should move towards a higher goal.
Chery 500 should be more grateful to users, users a car purchase sent us to the top 500, our company entered the world’s top 500 did not do a celebration, our chairman set higher goals for us, we should be more grateful that users sent us to the world’s top 500.
Auto House: this year is the fifth anniversary of Xingtu, standing at a new starting point, how to build a high-end value system in the future? Huang Zhaogen: as a high-end Chery brand, Xingtu is also Chery’s Toyota and Chery’s Lexus.
Xingtu is the top of the pyramid.
Xingtu brand undertakes the historical mission of Chery Group’s upward breakthrough and Chery’s innovation mission.
Our theme of this auto show is “up to the future”.
“up” represents product, technology and brand.
“to the Future” represents our transformation to high-end intelligent new energy.
The domestic sales of Xingtu brand increased by 111.
4% in the first half of the year, and its sales doubled, with an average selling price of 195500 yuan in the first half of the year.
But I don’t think we are enough.
We are catching up with the good times, the rise of China’s manufacturing industry and the rise of great powers, including the fact that young people love Chinese brands far more than ever before, people are more confident, and the country has a very good new energy policy.
China’s new energy policy is the best in the world, and China’s new energy development is also the best in the world.
Under this historical opportunity, it has given us a very good opportunity for the development of Chery, including Xingtu, and we should seize this opportunity to further move forward to the future.
Auto House: in July this year, the penetration rate of new energy passenger cars broke through 50% for the first time historically.
Could you give us a detailed description of Xingtu’s achievements in the transformation of the new track? Huang Zhaogen: great changes have taken place in the market this year, with new energy accounting for more than 50%, and the proportion of independent brand new energy is even higher, nearly 70%.
Xingtu brand has been established for five years, and the impression left in the previous years is that it is mainly based on fuel cars, but in the first half of this year, we made a rapid transition to new energy.
We launched two new cars, Star era product line, Star era ES and Star era ET.
In July, our new energy share reached 59.5%. In August, I predict that we can achieve more than 60%.
Xingtuo brand has perfectly shifted from fuel-based brands to new energy-based brands, such as our Star era ES, Star era ET, Yaoguang C-DM, Yaoguang C-DM four-wheel drive, such products account for our main sales market.
At the same time, our existing fuel car products will also be fully mixed in the future.
The following two sequences of Star Road, one Star Road, the other is the Star era, our products should continue to move towards the high end.
High-end technology, to put the best technology in the group, the latest technology should be used on the star road.
high-end crowd, hope that our people can further move towards the high end.
Now the average selling price of products has risen, and great changes have taken place in our target population.
The proportion of our teachers, doctors and civil servants has reached 38%.
70% of our car owners are second-time car buyers, not first-time car buyers.
Of the 70% of additional car buyers, 70% are upgraded from joint venture brands and previous traditional luxury brands.
Our proportion in the first and second lines has increased rapidly, accounting for more than 50% of the total sales.
We hope that the future star road from Chery high-end to China’s high-end, to the world’s high-end process, we want to achieve high-end technology, high-end brand, high-end crowd, high-end service, high-end overseas, the five high-end embodiment of the framework to the high-end process.
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, “Yaoguang C-DM”, Automotive House: looking at the breakdown of new energy vehicles, we find that the competition situation that pure electric vehicles are facing this year is relatively severe.
Compared with plug-in and extended range, the growth of pure electric vehicles is far less than them.
How do you view the market situation of pure electric vehicles, whether it is laid out in advance, and what do we think of this technical route? Huang Zhaogen: Chery adopts a full track layout, covering a variety of technical tracks, such as mixing, extended range, pure electricity and so on.
We have made a large number of technical layouts in advance on each track.
I personally think that after years of rapid development, the pure electricity market is now in a stable period, or even a slight decline.
I think it is normal.
It is a spiral rising process.
If the continuous rapid growth for many years shows that there is something wrong with the market itself, we look at the market with a normal mind.
In the stock market this year, we will also find that some brands have sold very well, doubling their growth, and some brands have undergone short-term adjustments.
In addition, as for the future is mixed, PHEV or extended technology route, there are several judgments, the first is pure electricity products to enter a stable period of share, currently stable at about 30% of the market share, the future period of time in this market is stable, pure electricity technology is still the most potential technology for future development, the key is the breakthrough of battery technology.
If there is a breakthrough in solid-state battery technology, our car’s mileage is expected to exceed 1500 kilometers.
At that time, people will choose more electric cars, including the cost of batteries.
In addition, the sales volume of extended range has seen the fastest growth during this period of time.
Extended range and mixing are both a transitional technology, which meets the needs of consumers for mileage anxiety in the process of the transformation from fuel vehicles to pure electricity, and everyone is more radical in concept and conservative in action.
The plug-in and extended range not only meet the requirements of service life, but also meet the technical characteristics of new energy vehicles.
In the next stage, PHEV and extended range technology will develop rapidly in China’s third, fourth and fifth line market.
I personally predict that in the future, fuel vehicles will account for 30% of the market, hybrid vehicles will account for 40%, and pure electric vehicles will account for 30%.
There will be such a relationship for some time in the future, and the ultimate development direction must be pure electricity.
Car House: Chery has performed particularly well in overseas markets in recent years. Mr. Yin mentioned earlier that Xingtu brand has a plan to go to sea.
Can you introduce Xingtu’s plan and overseas strategic layout? Huang Zhaogen: we began to go overseas in 2001.
We have experienced a lot of development, encountered setbacks, and enjoyed the dividends brought to enterprises by the rapid growth of overseas markets.
From the beginning of its establishment, Chery positioned itself as an international company, exporting both domestic and foreign markets, and walking on two legs has always been our strategy.
We have achieved the first place in overseas sales of Chinese brand passenger cars for 21 years in a row, which more reflects that Chery’s technology is global, and each overseas market has different laws and regulations and different car environment.
There are many requirements for the experimental development and verification of the whole vehicle.
South America has a high slope because of the long-term uphill use of high speed ratio gearboxes.
The Middle East market is very hot, and many users in the Middle East market have a gas station with a surface temperature of more than 50 degrees.
He is unwilling to get out of the car and refuel when the car engine is on fire and the air conditioner is on.
The tropical rainforest of Southeast Asia has a humid climate and the corrosion resistance of the car is very high.
Each of our cars is tested and developed all over the world.
Chery has the ability and experience to do so.
Xingtu brand is the high end of Chery, and our overseas layout has developed rapidly in recent years.
Xingtu is positioned as a high-end brand overseas, and the overseas price of its products is comparable to that of Toyota’s Lexus brand.
The overseas selling price of Yaoguang is 420000, which is the same as that of Lexus RX.
Our average selling price in Eastern Europe and South America is more than 500000, while the domestic average price is only 200000.
From the second half of this year to the first half of next year, Xingtu brand is also preparing to enter the EU market.
The next step is to speed up the layout of internationalization, go out and go in.
Our mission is to go up, no matter in any overseas market, our positioning requirement is to achieve the level of Audi and Lexus.
Auto House: with the internal volume and price war in the domestic car market, the iterative speed of models is getting faster and faster.
what do you think of this phenomenon? do you think this is a normal phenomenon in the industry? Huang Zhaogen: why does the industry come in?, technology homogenization, Xingtu brand insists on not adjusting prices, we adjusting technology, we adjusting value, other people’s prices lift the table, and our technology lifts the ceiling.
Xingtu launched the Yaoguang fuel vehicle in February last year, and the Yaoguang C-DM hybrid was launched in March this year.
Today, our Yaoguang C-DM electric four-wheel drive is launched, basically iterating in the first half of the year.
This is because we have strong technical accumulation, and the four-wheel drive technology is very advanced.
We use the Snow Leopard four-wheel drive system, including the Flying Fish Chassis 2.0. The entire system comes standard with smart driving, which no one else has.
As Chery’s high-end, Xingtu insists on continuing to move forward, not focusing on price, value, or technology.
This kind of roll is a law of market development.
In the process, it will definitely make some companies stronger and the sales volume of some companies decline.
The only thing we can do as marketing personnel is to adapt to the market.
As a high-end brand of Chery, Xingtu has always insisted on not participating in price wars or fighting price wars.
We roll up the value of our own technical roll.
Car Home: Iteration is getting faster and faster.
How do we balance product iteration speed with the interests of old car owners?,.
Huang Zhaogen: Old car owners hope that the sales volume of the car they choose will increase, the reputation will become better and better, and the value preservation rate will become higher and higher.
This also proves that he made the right choice.
Some companies choose to cut prices, and some companies choose to come up with new models and technologies.
We chose to develop new technology and we wanted to keep our prices stable.
What can truly protect consumer rights and interests is price stability, not the entire chain reaction caused by sharp price cuts.
The price of the entire product of Xingtu brand is very stable.
With the increase of new products, the brand awareness is getting better and better.
Our sales are getting higher and higher, and our average selling price is getting higher and higher.
In this case, I hope that more consumers can understand us, work with us to develop this brand, and build a world-class Chinese high-end brand.
I hope everyone will support us and understand us.
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