On April 15, the pre-sale conference of Star Epoch ET was held in Beijing, offering both pure electric version and extended range version at a price of 19.
9-329000.
Star era brand is the “spire” of the pyramid of Chery Group, shouldering the upward mission of the Chery Group brand.
As the first SUV model, Star era ET is highly anticipated.
With the announcement of the pre-sale price, the latest achievement of Chery’s technological innovation, system innovation and user concept innovation will be formally tested by the market.
, in an exclusive interview with the media after the press conference, several Chery executives answered questions from the media from the aspects of brand positioning, user experience, product and technology research and development, and sales targets.
The following is a transcript of the exclusive interview, which has been deleted. Dr. Gu Junli: deputy General Manager of Chery Automobile Co., Ltd., CEO of Dazhuo Intelligent Technology Co., Ltd., Huang Zhaogen: assistant General Manager of Chery Automobile Co., Ltd., General Manager of Xingtu Marketing Center, Jinxin: executive Deputy General Manager of Xingtu Marketing Center Q1: what is the core of our luxury? I would like to ask about the luxury location of this and the intention of the standard BBA, thank you! , high-tech: the first to talk about the understanding of luxury, in fact, star luxury is the word “luxury”, including the feeling of space luxury, in which some teachers put forward a very key opinion, why choose Audi Q5L, not attack it.
At first, there were a lot of alignment, but then I deleted them all, and they all became a little bit more taboo.
I’m afraid you might misunderstand.
In fact, alignment itself is not a bad thing.
Choose his advantage and then use it.
Why Q5L? There are several factors.
The star path that Chery has mentioned on many occasions is Chery’s high-end and Chery’s Audi, so we are looking for an Audi car to match.
In fact, in ABB, BMW is a sports travel, not our tone, if you choose BMW, he is not the same.
Audi is really like, Q5 is indeed a very great car, sales in the past two years are very high, the average in the previous few months in more than 11000, there is still a lot to learn.
Although I talked about five dimensions today, range, handling, safety, comfort, and intelligence, they actually cover most of the basic human travel needs, not including design, which is another dimension.
In this case, apart from the design of these five dimensions, what are the Chinese people most concerned about after they are taken out? We really think we want to build ourselves (Star Age) into an Audi-like brand, you can call it first-tier or second-tier, but “extravagance” is feared by our people.
Thank you! Q2: two questions: first, what kind of city will our car consumers be in the future, and what will the portrait be like? Second, the details here can be seen that there are free upgrades all over the air + CDC, pure trams seem to end up with all but one version of OK? (pre-sale period).
Those less than 250000 are all silicon carbide, all 800V, and may have to add one more, all empty suspension + CDC.
It is estimated that there is no less than 300000 in this, not even under 350000 in SUV.
I’d like to ask why we have to do it so thoroughly, thank you.
Xingtu new energy consumers must be different from the old ones.
Huang Zhaogen: the car actually opened its terminal at the end of March, and our dealers all over the country are also blindly fixing themselves.
so far, more than 2100 have been blindly booked up to last night.
Judging from this data, I think we are now mainly divided into three categories of people.
The first category is the luxury brand users who want to buy electric cars, they want to buy a big factory, reliable.
In the second category, we have a very high pursuit of comfort.
We describe the portrait of the customer is very simple, driving a luxury car, the clothing looks inexpensive, but the turnover rate of customers such as shoes and belts is very high, so our terminal dealer told us the first customer portrait.
This kind of users are very low-key users, high-quality and low-key users are our first type of users.
The third category is the joint venture brand.
Customers who used to buy about 150000-250000 joint venture brands prefer to choose traditional big factories like Chery when choosing new energy, with good manufacturing technology and reliable performance, especially in terms of safety.
Chery has a very good reputation.
These three types of customers are our typical customers, and our current proportion already accounts for 50% of our sales.
at present, the proportion of extended range and pure electricity in the country is about 60% of 60% of users who choose to add range to 40% of users, and 40% of users currently order pure electricity.
but in the north, Guangzhou and Shenzhen, 60% of the users chose pure electricity, and 30% + users chose the extended range, which was chosen by 80% of the customers in the third and fourth tier markets.
20% of users choose pure electricity, which is the customer portrait we know so far.
The level of the customer is very high, and it continues the star users.
I told you last time that after coming to Xingtu for more than a year, I found that teachers, doctors and civil servants accounted for 63% of Xingtuo users, so I would like to sum up that our customers are a group of people who understand technology, pursue performance and keep a low profile.
So when I used to come to Chery and later to Xingtu, I found that when I came to the exhibition hall, I found that users were very different in terms of clothes, shoes, including speech.
Q3: do you think a car without lidar from end to end can also have an end-to-end intelligent driving system? lidar is another, a high version and a low version? Gu Junli: this end-to-end realization is still a technology luxury.
Especially like a system of more than 20,000 to 30,000.
The real industrialization system should account for 3-5% of the whole vehicle, which is scientific, so it can be seen that this system and the whole vehicle show a linear growth ratio.
End-to-end has two cores that pursue advantages with technology: first, it can cover more scenarios.
How much time is liberated by the same price is the value that users really care about.
Second, hope to do global coverage at the light map or even non-map level.
Because Chery’s user base is both domestic and overseas, it is impossible to rely on a service provider or sold to 80 countries.
You can imagine that this technology is still relatively complex.
Once the industry is big, it will not be able to limit the working range, so you will be forced to solve the problem of ultimate industrialization.
Therefore, we are not gradually catching up, but basically asking for top catch-up, which is also the demand of the leaders.
Q4: I’d like to ask a question about batteries.
We are carrying the Shenxing battery of the Ningde era, which was released last year with the help of “charging for 10 minutes, continued.
“”sailing 400 kilometers” caused a lot of impulse in the industry.
Now it was first built in the Star Age ET.
I would like to ask what kind of new experience this battery will bring to users, or can it refresh the car experience of new energy vehicle users? Hi-tech: it has several advantages.
The first one is fast charging.
As you mentioned just now, the charging speed is very fast.
The second advantage is that the low temperature resistance is very good, it is lithium iron phosphate battery.
The decline in the low temperature environment is relatively small, and its output power is very large.
The third safety will be relatively good, such a combination, including the fact that we use an 800 volt battery.
From fast charging, low temperature resistance, safety all have benefits, which will give users a relatively good experience.
Of course, it also has disadvantages, because lithium iron phosphate will be heavier, which is the only disadvantage.
Q5: when Mr.
Yin measured yesterday, he said that drumsticks should be added to his own department.
We are now chasing at the top of the grid, not gradually.
We are still catching up.
How long will it take from chasing to leading? In fact, another important thing now is balance.
How do you shorten the gap, and then the cost is very advantageous? how do you balance this? Gu Junli: I understand that this “chicken leg” is 20 billion in the next five years.
I think now is still the answer to how to create the ultimate product? The ultimate product is not equal to the most expensive technology, but to the most suitable price and the best experience.
Do penetration around this: first, with the help of ecological forces, how to quickly develop products.
Do not pay attention to the whole stack self-research, but self-research controllable.
Second, to become a platform.
In the past few years, it has been very difficult for all Tier1 and self-driving startups to make products, and now we have the advantage of market-driven return to the market, from product definition to product platform to technology research and development, as well as the whole chain closed loop in Chengdu.
Third, the industry has cultivated good companies, whether it is algorithms or maps, computing platforms, can be shared in the future.
Now when you make a laptop, you will never say that you will finish the chip to build the keyboard and the keyboard to build the screen.
So we are now in the industrial period, that is, how to lead autopilot into the Z era, Z era must be different value propositions, self-pleasing, rich, re-experience.
Around this is our “golden window”.
At present, Dingge is a unique track left to Chery by God, that is, international.
We hope to lead the high end of international intelligence as soon as possible.
at present, the sensitivity and demand of international users are about 3-4 years behind domestic users, which is also the window for us to make efforts.
Q6: I would like to ask Dr.
Gu whether the lidar scheme will fade out in the next few years because of its cost.
Is that what you mean? Gu Junli: we are a vision-based solution, and we mainly hope that most users can enjoy all aspects of the comfort brought to him by smart driving and save time.
However, due to the high-density urban scene in China, most of the users are still in the urban area, so the lidar is also a blessing for everyone at the security level.
But at the same time, we are also looking at more sensors, such as millimeter waves.
I believe the ecology of the sensor itself will become more and more abundant in the future, so I think it depends on the evolution of the product and the price of the whole ADAS system fluctuates in the same proportion as the price of the whole vehicle.
Q7: what is the monthly sales target of Star era ET, and then according to today’s situation, I am also watching that our user base is also very enthusiastic.
In this case, APP has collapsed.
Have you discussed with Mr.
Jin about adjusting the target? Huang Zhaogen: with regard to the sales volume you mentioned just now, in fact, every marketer is very sensitive to the sales volume, especially in the current market, our team always regards the monthly sales of ET and ES as our goal, as well as our internal goal.
As for how to achieve the goal of 10,000 units, I think the realization of the sales target should also be based on product power, price power, marketing power, and communication power, so we insist on this target of 10,000 units and keep improving us.
For example, some time ago, our Epoch era was not hot enough, including the personal exit of our General Manager Yin, including Dr.
Gao’s personal lecture on products, including Mr.
Luo, who also helped us.
If the flow was not enough, we looked for it.
I think 1.
1 points will be completed.
I hope ET will sell 5,000 units a month in the first half of the year.
I think this car is full of opportunities, because Zengcheng can join, so it has further opened up the market.
Zengcheng this market, whether it is east, west, north, south, third or fourth-tier market, the opportunity is huge, and the extended market is more in line with Chery users’ understanding of new energy, and more satisfied with Chery users’ demand for new energy.
Therefore, the capacity of the extended range market will further grow, and we have a great advantage in doing the extended range.
First of all, we do the extended range in the pure electric platform, so the starting point and technical basis of the extended range is higher than that of other enterprises.
The second extended range mainly depends on the engine.
In terms of the engine, we are the world leader.
This time, the thermal efficiency of the engine is 44.
5%, which is also very high.
So we definitely have a very good advantage in the field of extended range.
I think our ET has two versions of extended range and pure electricity.
I believe I will be able to sell 10,000 yuan a month at the end of the year.
So our internal team, including the channel, is also adjusting rapidly.
Q8: Hello, Dr.
Gu, we are going to the city NEP in the fourth quarter.
What kind of role will Dazhuo Intelligence play in it? what role will Dazhuo Technology play in the entire Chery Smart car in the future, including the whole Smart Drive strategy? because we were said to be full-stack customers before, will there be any changes in the future? Gu Junli: I think for scientific and technological workers, I learned a very important understanding in Chery that cars must depend on ecology.
there is a question of ecological chain and ecological value.
but there is also the logic of whose user experience is the core logic.
Around this, Dazhuo Zhijia is a Chery intelligent brand, including Dazhuo intelligent staff, including R & D staff will also be nearly a thousand.
Centering on the mission of creating the best smart driving experience for users at the best price, we will take the three forces of the product into our own hands.
Product mental definition capabilities, including experience, product system definition capabilities, including the entire platform planning for the next five years, including technical KPI application capabilities.
The richness of different product lines based on market models is so great that it is impossible to do all the projects on their own.
In fact, the project is not the most critical at this stage.
It is the three forces of the product, and users always have to retain this force.
Therefore, different product lines are now also acting as ecological partners.
A week later, the Beijing Auto Show announced that Dazhuo Intelligent Driving will be a brand strategic partner.
So now I am very grateful to Chery’s market for having a very good ecological traction.
Many partners also realize that it is ultimately market-driven, because together with us, some products are jointly developed, some products are accompanied, and some are jointly delivered.
We must do the same to reflect the demeanor of a large company.
Industrialization So far, we have moved forward with ecological partners and quickly delivered such cost-effective products to users.
This is also the key to our success.
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