On August 28, Wuling Starlight S officially went public.
After the listing meeting, SAIC GM Wuling executives accepted media group interviews and answered media questions on brand, technology, products and other questions.
Senior executives attending the exclusive interview are: Dr.
Zhao Yifan, general manager of SAIC GM Wuling Product Marketing Center, Zhou Xing, SAIC GM Wuling brand and communication general manager, SAIC GM Wuling passenger car marketing director Sun Dexing, SAIC GM Wuling product marketing center Wuling brand and marketing director Sihang, Wuling Starlight S pre-sale order has exceeded 10,000, Sun Dexing said that the future monthly sales of 10,000 is the passing line.
Twenty thousand is excellent, and thirty thousand is excellence.
Starlight S is a product designed based on previous full user research, which fully takes into account the majority of users’ use scenarios and needs of household SUV, and solves the pain points in space, energy consumption, comfort and safety.
In the face of competition in the current market, Sun Dexing said that Wuling’s original intention to return to products and brands is to make products around consumers, rather than using competition as an anchor.
When talking about the choice of technical route, Dr.
Zhao Yifan said that Wuling’s hybrid technology is compatible with extended range, and in November this year, Wuling will launch an extended version of the Hongguang model, which will enter the 300000 level market at a price of less than 100000 yuan.
In terms of smart driving, Wuling has in-depth cooperation with DJI’s Zhuoqu, and plans for smart driving in the next three years have been made, which will start the lidar technology. Dr. Zhao said that SAIC GM Wuling must be the first car company to carry all the upgrades to the smart driving system.
Zhou Yan said that SAIC GM Wuling put forward the “three upward” of brand, product and scale.
At present, whether it is the product structure, the level of intelligent manufacturing or the strength of products, Wuling brand is on the way up.
In terms of product brands, there are red marks for commercial vehicles, silver marks for passenger cars, and Baojun with smart tags.
This is a product brand.
In terms of technology brands, three different technology brands have been formed with “Tian Ling Shen”.
“Tian” includes Tianling factory and Tianyu structure, which is macroscopic as a whole.
“Ling” is a subsystem, including telepathic mixing, Lingye intelligent driving and Lingyu intelligent network connection.
“God” refers to parts and components, and there are currently God-refined batteries.
In the follow-up, Wuling will continue to cover more macro technology brands under the Tian series, do more Ling series technology brands in the subsystem, and have more and better parts series products in the “God Series”, 
.
The following is a group interview record, with deletions.
Reporter: Hello, leaders! First of all, congratulations on the order of Wuling Xingguang S has exceeded 10,000, which leads to the first question: what is the user profile we refined through the order? Which product points do they focus on when choosing our car? For example, the four S levels mentioned in the release also include the ratio of performance to price.
I want to know more about it.
The second problem is that this car has a lot of coverage with BYD’s Song Plus in terms of product strength, so it can not avoid direct competition in the future market.
What do we think about the competition with BYD? What is the future sales target? Sun Dexing: thank you for your question.
First of all, I would like to talk about the first one, the user profile of Xingguang S.
Before the product came on the market, we did a lot of user research.
Chinese people have a congenital love for SUV.
We visited a large number of users, including many users of fuel cars before, and now we have gone out to visit our own product users, as well as those of competitive products.
Users gave me a core conclusion: why buy SUV? Especially the A-level or B-level SUV, Chinese consumers are very general, they say “atmosphere”.
The atmosphere is subdivided further, the core of buying this product is large space, high chassis, high passability, comfortable ride and good field of vision.
Based on the previous user research, in today’s Xingguang S this product.
In the new era, consumers have higher requirements.
In addition to these contents under the connotation of the atmosphere, we have been conducting research recently.
Before that, a large number of products, including the users of the main fuel SUV on the market, their users now have a very big and obvious difference from those two or three years ago.
People used to be very satisfied with their large SUV space, large field of vision, good passability and security, which is also the core point of SUV.
In the development trend of new energy in recent years, there is a very big pain point to complain about their high fuel consumption.
After previous research, we promote Xingguang S products, through S-level safety, S-level card, S-class energy efficiency, S-level comfort, to solve user pain points, thousands of cars have been handed over.
According to our previous product research and development and pre-research is basically the same, these users are family cars, although the main use scene is to commute, more to work, pick up children, weekend outings During the holidays, Xingguang S not only meets the atmospheric needs of SUV, but also solves consumers’ pain points on fuel consumption and energy consumption.
the SUV bought can be used at a low cost.
In addition to the demand for use, Starlight S is very concerned about the cost of use.
Our products, including existing users, are a perfect match.
For competitive products, BYD is currently the best seller in the industry.
no matter which enterprise can not avoid competition in the product process, we do not focus on a product, how to play a competitive product, or return to the original intention of the product and the brand.
Wuling builds what the people need, and our original intention is to make products around consumers, not to use competition as an anchor.
Of course, for this product, the company still has very high expectations for the first dual power SUV.
For us, 10, 000 sets are just passing, 20, 000 sets are excellent, and 30, 000 units are excellent.
Today we visited three places and participated in the immersive workshop on-site press conference.
We felt a lot.
Specifically back to Xingguang S, my first question is that Xingguang S is a global car.
What is the difference between being a global car and being a Chinese car? Second question, how does Wuling achieve brand upward through Xingguang S? Thank you.
Zhao Yifan: I’ll answer the first question.
First, Starlight S is already a global car.
Next year, it will be a global car in South America, India, Indonesia and the Middle East.
Each market has different regulations and certification.
To take a simple example, the charging standard in the Chinese market is the national standard, but in markets such as the Middle East and India, they use the European standard charging method.
In addition, China has China’s channel laws and regulations, and exports will be exported to Latin America next year.
Latin one-star collision standard, that is to say, each country has different collision standards, we need to ship the car to the local energy consumption and emission experiments, or we have to deal with different national standards, different national experimental methods.
Including our car will be exported to Brazil in the future, burning gasoline at home, while Brazil is more alcohol-burning, for this area we need to carry out local differential development.
Therefore, there is still a lot of work to be done to adapt to different standards overseas.
Zhou Yun: thank you for your question.
Brand upward is an inescapable problem for every Chinese car company.
As one of the largest car companies in China, Wuling must be faced with brand upward work.
Second, recently, from the perspective of the group, the group has also put forward the “three upward” of brand, product and scale to SAIC GM Wuling.
There is a piece of data that I can share with you.
We were at the scene this morning.
At the scene where Mr.
Zhao released the new car, we took the millionth new energy vehicle off the line.
There is a very interesting figure.
The first 1 million is from 2017 to 2022, five years from 2022, and the second 1 million has been born since 2022.
Judging from this data, the overall scale of new energy has gone up.
The second part, in terms of product structure, the first 1 million is mainly based on GSEV, that is, Hongguang MINIEV series models, and the second 1 million can form the S architecture mentioned at today’s press conference, small new energy GSEV, as well as Wuling fruit of M architecture, Wuling Starlight of D architecture, including Starlight S, which is listed today, which is a gradient upward process in terms of product structure.
Today’s release of Starlight S in terms of price, we have made a big breakthrough in terms of product power.
In the past, the price span from Hongguang MINIEV to Xingguang S is also a great supplement, and the product power is very upward.
The second part, everyone in the LIM factory, from production manufacturing, before the first production line is an assembly line production, the pursuit of cost.
Today’s intelligent manufacturing production line, more pursuit of efficiency, how to break the previous assembly line production mode, but also the global intelligent manufacturing island factory, so the manufacturing level is also upward.
Third, the level of product power, today Xingguang S listed, Mr.
Zhao talked about Xingguang S product power entry on the luxury, entry on the full match.
In terms of product power, we can also achieve double power in one car, and all the necessary configurations are equipped.
This is also the most powerful and upward product among the Wuling Silver products, regardless of the product structure, the level of intelligent manufacturing or the strength of the product.
from these three aspects, Wuling brand is on the way up.
Hope that teachers will give us a little more time, upward is not achieved overnight, is step by step, I believe that there will be more and better products in the future.
Boss Zhao has changed from a technology tycoon to a marketing mogul.
His important mission is to bring good technology and good products to everyone.
Please look forward to seeing more good Wuling products in the second half of this year and next year.
Reporter: Hello, bosses! The first question I would like to ask Mr.
Zhou, I think we still do more and say less in terms of technology and brands.
For example, Chery label platform technology, as well as the upward star path, what kind of advantages do we have to make others remember on the brand label? Mr.
Zhou, do you have any thoughts? Second, with the development of new energy for such a long time, the market share of pure electricity is a bit ceiling.
the hybrid model, which did not push the extended range in the past, has begun to increase the range, but now there are still some bottlenecks in the plug-in.
The extended process is more in line with the needs of marketization.
What is our plan? I have another question.
We have seen that Huawei has made a lot of moves recently and are cooperating with many car companies.
Now we are taking visual cooperation with DJI.
Will we explore more diversified ways of intelligent driving system in the future? Because now that consumers are more professional than we are in the media, they will study this thing.
He may habitually think that Huawei’s smart driver is more advanced.
Will we explore this aspect? Zhou Ying: thank you for your question.
When it comes to establishing a brand label, we will have many good nodes to report technological breakthroughs to teachers in the second half of this year.
Everyone, including the whole industry, is seeing that technology drives the whole product upward, and this trend is very obvious.
to some extent, everyone says that there is no marketing, no marketing, technology and products are the best marketing, and good products are the best way of marketing.
Second, do you want to set up more technical labels? We are not only setting up technical labels, my current job is brand communication, and the focus of the past two months is on brands.
We have two brand routes from the corporate brand SGMW to the following, one is the product brand, the product brand has the red mark of commercial vehicles, the silver mark of passenger cars, and Baojun with smart tags, this is the product brand.
The technology brand Dr.
Zhao unveiled the battery and telepathic hybrid at the last Xingguang press conference.
Today, we also talked about the Tianyu architecture’s first SUV with dual power.
We have formed three different technology brands with “Tianyu Ling Shen”.
“Tian” is mainly on the whole, there are two, one is the entire production of Tianling factory and Tianyu structure, this is the overall macro.
“Ling” is a subsystem, and we now have three, one is telepathic mixing, the second is Lingye Smart Drive, and there is Lingyu Intelligent Network.
Then to the parts, the parts are currently Shenlian batteries, we will continue to cover more macro technology brands under the Tian series, and we will do more Ling series technology brands in the subsystem.
In the “God series”, there will be more and better parts series products.
We will meet with you one by one with the right technology.
I also hope that all media teachers will see one happening.
In the past, it was said that Wuling did not talk about technology.
Wuling has piled up a lot of technology in the past few years, and we will slowly meet with you one by one in the future.
Zhao Yifan: before answering the remaining two questions, let me tell you how I feel.
Just as Mr.
Zhou said, just chatting with Xinba, Wuling is a very real enterprise.
In a word, it doesn’t know how to pack, including when I used to do technology, I felt that technology was really not difficult, especially after entering sales, marketing was much more difficult than technology.
What is it that marketing is more difficult than technology? I am particularly good at answering your questions, because I was the company’s hybrid chief technology officer, and I created the company’s hybrid.
When we were doing the packaging, we were very stiff.
People said you wanted to talk about it.
! I said we all understand, why should we talk about it? He said that because you talked about it, people knew that you had it.
This is really the case.
Wuling, as President Zhou said, has a lot of technology and is covered by celestial spirits.
I am also packing now.
I am also learning packaging myself and how to make myself a marketer.
Spoiler, you can also expect that there are still six great gods in my previous post on September 10.
You can take a look at their stage effect, and you can look forward to it, because they are also real people.
Speaking of the future trend of extended range, to be honest, the hybrid developed by our team is compatible with extended range.
As we all know, we use a battery-type clutch.
If we remove the clutch, we can simply enter the extended range.
Why do we choose to extend the range, some choose hybrid power, there are not technical barriers.
I try to make it clear that the add-on hybrid is built on pure electric platforms, more on rear-drive platforms, and plug-in hybrids on oil-to-electric platforms.
Of course, basically no one develops oil trucks now, and they do do it on the conversion from oil to electricity.
Many rear-drive or four-wheel drive are extended range, and few front-drive drivers do it, except for Nissan’s ePower.
They found that with the exception of Nissan’s ePower, everything else was plugged in.
Because the rear drive is equivalent to pure electricity, the power structure of pure electricity is very simple.
It can be spoiled that the extended range of Hongguang will come out in November this year, because Hongguang is a rear-drive car, and Hongguang has killed 300000 of the products with a price of 100000.
It’s a little spoiler.
I didn’t say lower.
The third question, Zhizhi.
Zhi ride us and Zhuoqu cooperation, we all know DJI, we want to say Zhuoqu here.
We can say publicly that with all the upgrades of the smart driving system, the first car must be Wuling, which can be said.
Zhuo control algorithm upgrade, chip upgrade, the first car must be SAIC GM Wuling brand car.
We will start the lidar technology when we cooperate with DJI strategy and Zhuozhong strategy to complete the smart driving plan from this year to next year, or even the next three years.
Zhou Yun: this is very hot. Mr. Zhao did talk about for the first time that our cooperation with Zhuowei will definitely apply the most advanced technology launch rights in the world to the models of SAIC GM Wuling.
Therefore, if you want to enjoy the most advanced smart driving technology, and spend the equal price of technology, enjoy the service of high-level intelligent driving, it must be right to choose SAIC GM Wuling.
Reporter: dear leaders, they are talking about the general direction.
I would like to say that they pay more attention to the models, because our program is a shopping guide.
We think highly of Xingguang S, including dynamic news, I think there should be no opponent.
There is a point at this stage, there is still a gap between car and machine intelligence and peers, especially in terms of development, is there a later iterative plan? Or what’s the plan? Zhao Yifan: this can be said directly, we follow up like Carplay, Android Auto, including app stores will gradually iterate online, in the ecological area.
Reporter: I am the owner of Baojun.
Baojun DJI is really easy to use.
Baojun platform DJI has been used so well.
Is it possible to go to DJI in the later period of Wuling brand? Because everyone is looking forward to saying that the Wuling platform is on DJI.
Zhou Yan: if you write out Mr.
Zhao’s sentence, it will be the biggest headline in the news, that is, the most advanced and leading high-level intelligent driving scheme of this company in the world, and the first enterprise to apply is SAIC GM Wuling.
It will only be SAIC GM Wuling.
Reporter: with regard to the later stage planning, I know that Baojun has six-seat models in the later stage, just like the well-received Capitol and the traditional civilian MPV, do you have any plans? Zhao Yifan: everything is on the way.
Zhou Yan: boss Zhao still has a lot of weapons on hand.
Please keep an eye on SAIC GM Wuling.
Reporter: Hello, leaders! Just now we talked about a lot of upward questions.
We just mentioned that there will be a new product in the first half of the year and a new product in the first half of next year.
First of all, do you have any information about these two new products? Breakthrough upward, cars and big six-seater SUV have become the mainstream in the market, and now the prices of these cars are more strange.
I just said that people need what Wuling makes.
If consumers need these models, will Wuling introduce the layout of B-class sedans and big six-seater SUVs? Zhou Yun: thank you very much for your question.
I don’t know if you were arranged by your PR colleagues.
Haha, we do have to get on the bus and the six-seat SUV right away.
Please look forward to it.
I’m on my way.
In addition to the release of Baojun Yunhai on September 10 mentioned by Mr.
Zhao just now, there is also a 5-meter-long car, which is announced as Baojun Yunguang.
I posted a Weibo message that day.
The name is still under consideration and has been decided internally to change its name.
We place great hopes on this car, hoping that it will become a real consumer affordable, and a technology flagship, and become a B-class car with smarter and better quality in this class.
For the six-seat SUV mentioned just now, we have released the S, M, D architecture of Tianyu platform today.
We will have a new architecture in the future, capable of carrying more upward and higher-end models, and we will meet with you one after another in the first half of next year.
That’s about it.
Thank you.
Reporter: you just mentioned that Baojun will have a new car to be put on the market.
Since Baojun renewed, the whole group has placed high hopes on the Baojun brand.
I feel that since the new car was released in April, it doesn’t feel very exciting.
Could you please review it? Would like to know if there is any greater movement in the later period of the Baojun brand? Or will there be a new direction in brand building? Zhou Yun: if you don’t do well, you should work harder in the future! Speaking of Baojun, Baojun’s expectations are indeed relatively high.
We can see from the data that Baojun has been growing substantially month-on-month in the past year.
Then Baojun Cloud Sea is going to be listed, it should be really Baojun Cloud Sea that has become the mainstream car.
We hope that on September 10, please pay more attention to Baojun Cloud Sea.
We hope that Baojun brand can quickly return to the mainstream camp in the second half of this year.
Thank you.
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