, source: smart official, author | Liu Yang, Editor | Su Peng, volume is the main theme of the automobile industry in 2024, volume configuration, volume technology, final volume price.
Although it has no intention of getting involved in the price war, the new models of the smart brand have further lowered the price threshold.
Recently, the domestic market renovated smart genie # 1 and # 3 product series, launched a new version, the starting price of the new smart elf # 1 is reduced to 154900 yuan.
the starting price of smart wizard # 3 is 164900 yuan.
Compared with older models, the prices of elf # 1 and elf # 3 have been reduced by 20, 000 to 45000 yuan.
We are not reducing the price, but introducing a new configuration and corresponding price.
” Tong Xiangbei, CEO of smart brand global company, said, “We should give users more configurations that adapt to their needs, rather than simply stacking materials.
” It is reported that smart has repositioned # 1 and # 3 products and optimized some configurations in the new version according to the market environment and user research, so as to better meet the actual consumption needs of users.
In addition, with the initial emergence of smart production scale effect, and with the decline of some raw material prices in the international market, the manufacturing cost of products has been reduced.
The left hand optimizes the configuration, and the right hand uses economies of scale.
This is smart’s counterattack in the face of market competition from boxing to meat.
In 2024, the sales target set by smart in the domestic market is “guarantee 5 for 6”, that is, the sales target of 50, 000-60, 000 vehicles.
According to data from the Federation of passengers, the cumulative sales of smart in 2023 were 67000, of which domestic sales were 42000, accounting for 63%, and export sales were 24732, accounting for 37%.
At the 2024 Beijing Auto Show, smart unveiled its largest model, the new smart Spirit # 5 concept car, which marks the beginning of smart’s impact on more market segments.
Entering the medium-sized SUV market that has not been involved before, while ushering in a broader market volume, smart will also face more complex and cruel competition.
In terms of globalization, smart will continue to follow the strategy of “China-Europe dual core, global layout”.
The smart brand once covered 46 countries and regions around the world.
In the 5 years since the establishment of the global company, smart has re-entered 23 countries and regions.
“We need to continue to increase the volume in 23 markets, fight the market awareness in time, and rapidly expand other markets at the same time.
” Tong Xiangbei said.
The following is the conversation between the media and CEO Tong Xiangbei, a global company of smart brands (with deletions): how does Q:smart globalization develop? The A:smart brand once covered 46 countries and regions around the world, and in the past 5 years, we have re-entered 23 countries and regions and walked halfway.
We need to speed up the restoration of the territory we once had, or even expand it.
We will continue to follow the strategy of “China-Europe dual core, global layout”, continuously increase the volume in 23 markets, build up market awareness, and rapidly expand other markets at the same time.
Will the price of 150000 yuan have an impact on the tonality of the smart brand? A: it’s not a price reduction, it’s a new configuration and a corresponding price.
The past year has been a completed operating year, with 80,000 vehicles delivered worldwide.
We have gained a lot of feedback from users and have a better understanding of the usage scenarios of users.
We adjust the configuration according to the usage scenarios of real users, and give users more configurations that adapt to their needs, rather than simply stacking materials.
On the one hand, we maintain the tone of the brand, in terms of service, in the operation of fans, we continue to improve and maintain the consistent standards of the brand.
On the other hand, we understand the usage scenarios of users, and optimize the configuration accurately according to the different usage scenarios and needs of users, so as to anchor users more accurately.
What measures does Q:smart have in reducing cost and increasing efficiency? A: there are many ways to reduce costs and increase efficiency that we will not use, because “reducing costs and increasing efficiency” cannot affect the smart brand.
Our product definition or marketing will not sacrifice the brand, tone or user experience.
Q: why did you launch the smart Genie # 5 concept car? A: Mercedes-Benz has been expecting the smart brand to enter more market segments.
Under the leadership of Mercedes-Benz, smart has tried this before, but it did not come true.
Smart is a lifestyle brand, not just an A-class car brand.
After five years of accumulation, regardless of technical strength or expansion to so many markets around the world, all aspects of conditions are ripe, and it is time for bold innovation.
To break the tradition is to break the smart tradition and break through the original track of doing things.
This is the character of the smart brand.
There is no small in the definition of smart.
Smart is not the same as small.
No one has ever said that smart is a brand of two-seater cars, nor can it be said that two-seater cars represent smart,smart should be unexpected, “surprise, create surprises”.
Smart is a “small and beautiful” new luxury brand, not a small size, this small means that the audience of smart belongs to a minority.
Q: how to expand users to enter a new market segment? A: to do a good job in the safety, performance and quality of a product is only the basic skill, good quality and low price, these are all due, and the tonality of the brand is not directly related to the price.
All of our things are done around the user’s usage scene, which is where we are different from others, providing warm and intimate technology for the audience of our brand lifestyle and their usage habits.
We want to make people remember that we really care about users, and the ultimate goal is to create long-term brand value, which is recognized by a group of brand fans.
Q: what are the advantages of independent operation? A:smart is now a joint venture.
Mercedes-Benz and Geely Holdings, two long-renowned auto giants, support smart with their core competencies.
We have a supply chain from China, manufacturing in China, reliable quality, and its cost competitive advantage is unmatched by any other market outside China.
The team of global operations has increased more diversity, and our team comes from 17 countries and regions around the world.
We have had insight into various markets around the world for five years, and this is our core competitiveness.
Q: what is the impact of Tianqi Lithium Industry’s strategic investment on smart? A: the main business of Tianqi lithium industry is the upstream of raw materials and smart is the downstream of the industrial chain.
If the lithium price fluctuatesThe income from Tianqi Lithium Industry’s main business will be affected, and new energy vehicle terminals will also fluctuate accordingly.
Investment will be more based on strategic considerations to hedge and balance.
Smart is still jointly controlled by Mercedes-Benz and Geely based on the same share ratio.
Shareholders ‘attitude towards the brand has not changed.
We have always faced opportunities in the capital market with an open attitude.
Q: How can smart become more efficient?, A: Our company has been established five years ago and is still a “small but beautiful” company.
I still hope that the company will maintain a small and flexible operating model.
For example, there are four people in the company’s executive management.
It is difficult for us to get together frequently on business trips, but our communication is anytime and anywhere.
On the one hand, we cooperate closely, respond quickly, and communicate closely.
Moreover, there is no strict hierarchy between our superiors and subordinates.
We have a lot of cross-level exchanges, close exchanges across sectors and departments, and rapid decision-making responses.
This is our “small and beautiful” embodiment.
In order to lay out the market as soon as possible and break through the competition, we can only do more things, but we cannot expand the team too much.
At present, when doing things in this enterprise, no matter which layer of information reaches ours, the response time may take several weeks or even longer in other automobile companies, but we can respond in real time.
This is similar to the business model of D2C (Direct To Consumer).
Our company’s operating structure is relatively flat.
There is no department wall between the decision-making levels.
We can make quick decisions and implement them quickly, including communication between China and Europe and other markets, including communication with dealer partners.
, is very close.
I hope to maintain the company’s “small but beautiful” characteristics to flexibly respond to market challenges.
, Return to First Electric Network Home>.
