For the Great Wall, the desire for new energy points in recent years may reach an unprecedented level.
Not long ago, Great Wall Motor launched a new independent pure electric vehicle brand-Ora (ORA). Compared with the two existing sub-brands of Great Wall, Haval and WEY, it is located in the A00-class pure electric model of Euler. There is a huge contrast between SUVs, which makes people find it impossible to find the north, and let people change the inherent view of this "SUV professional household".
If we compare the shape and size of the products alone, the R1 and R2 displayed this time are easily reminiscent of the car and home SEV, the Japanese Kei-Car, and even the Volkswagen ID series.
Then, when the car and home SEV finally "born dead", the Japanese Kei-Car culture is difficult to export overseas (currently such cars are only sold in the Japanese market), and when the Volkswagen ID has not yet become a climate, launch such a model and the current Is there a new model with almost no intersection of products? Is it a strategic gamble by Great Wall?
In the view of the editor, the launch of Euler series products undoubtedly takes a certain risk for the Great Wall, but the situation is forcing it to make transformative decisions. Because, with the double-point policy officially launched on April 1, 2018, the traditional fuel SUV product that once helped Great Wall top the SUV sales list and quickly completed capital accumulation became an increasingly tight new energy. Integral pressure.
Therefore, in order to avoid the profits earned on traditional fuel SUV models to feed the hole of new energy points, Great Wall is bound to achieve a breakthrough in new energy products in a short time.
However, it is not a long-term plan to rely on retrofitting electric vehicles based on traditional fuel vehicles. On the one hand, such products cannot take advantage of the unique advantages of electric drive systems, and there are also many similar "cheap" products on the market; on the other hand, If you conduct positive R & D in compliance, although it can guarantee product quality, it is difficult to control the time cost caused by it, and it is likely to miss key development opportunities.
Therefore, the use of mature product models in the market, early rapid iteration, and reference to the strategic goals of more powerful and strategic forward-looking competitors, targeted product development, may become the best choice at the critical moment of the Great Wall.
In the end, a model that was “homologous†to Japan ’s Kei-Car, but similar in design concept to the Volkswagen ID series concept car, was pushed to the stage.
The two Euler models released this time are actually fundamentally different from the car and home SEV. The production car R1 and the concept car R2 are jointly designed by the Great Wall's styling centers in Yokohama and Baoding (so explain why they are with Japan's Kei -Car is similar), are all positioned in urban mobility, focusing on young, smart, stylish travel electric mini vehicles, although only positioned in the A00 level car, but the vehicle has its own dedicated ME electric platform.
Thanks to the forward-developed electric platform, Euler has achieved a wheelbase of 70% of the body length, and placed batteries purchased from the CATL under the chassis and used a lot of high-strength steel to ensure safety. This ultimately enabled it to use the A00-level positioning, but it reached the internal space performance close to the A0-level car.
In addition, according to Mr. Samuel, Vice President of Great Wall Commodity Planning Headquarters and Head of Euler Projects, Euler ’s first R series products will be equipped with rich active and passive safety configurations (such as AEB, battery safety strategy And airbags, etc.), have the ability to meet the requirements of L2 level automatic driving. Right now, R1 is a product that is close to mass production, the overall shape has been finalized, the vehicle's endurance can reach 300 kilometers, and has an efficient energy utilization rate-theoretically the car can drive nearly 10km per kilowatt hour; and R2 as a This concept car will further incorporate more open elements.
These two vehicles are expected to wait for the launch of another series of Euler's "IQ" models in the second half of 2018, and will be gradually launched into the market. They will provide retail, rental and sharing market operation methods, and will also be realized in the future. The battery is purchased from the outside to the final self-sufficiency.
However, although Euler borrowed the mature Kei-Car design concept from the Japanese market and stood at the same height as the conceptual product of the industry's first-line brands, whether this product, which is close to mass production, will achieve overall success, there are still many variables .
First of all, in order to solve the problem of the new energy points of the Great Wall, Euler must have a legal status and bring new energy points to the parent brand. In this regard, the Great Wall can undoubtedly provide strong backing support, paving the way for Euler to enter the city.
After Euler entered the market, cooperating with a travel service provider like Didi may be the fastest way to start market sales (now that Didi has cooperated with the public, it is not ruled out that Didi will find a second partner). However, compared to those joint ventures / foreign brands with earlier strategic layout and more complete resources, it is still unknown whether the Great Wall can keep Euler to the end in multiple rounds of bidding games.
Secondly, apart from cooperating with travel service providers, the promotion of retail business is also very important for Euler, because only a stable foothold in the traditional consumer market can achieve the sustainable and stable development of sales volume, thereby ensuring the predictability of new energy points.
But for now, it is quite difficult for consumers to accept such a new energy product, because in the current domestic consumer market, a large number of consumers are still looking forward to buying a car to meet the needs of the whole family as much as possible. Therefore, Euler, which is positioned for urban mobility, is not enough in many scenarios.
However, once the Volkswagen ID series products are launched on the market around 2020, the corresponding other products will also start to meet with consumers. The potential demand of this market segment is likely to be stimulated. Once such products form a quantitative advantage, then It is not impossible to push policy to a certain degree with scale. After all, in cities like Beijing and Shanghai, the traditional number-restriction and purchase-restriction methods are becoming more and more difficult to solve the problems caused by the number of vehicles and pollution.
At that time, will new forms of products such as Euler and Volkswagen ID bring us a completely different travel experience and solve some of the current problems? We can also report optimistic expectations and believe that as a demand for the market Very sensitive brand, Great Wall will also have its own research and prediction.
In addition, if jumping out of the profit model of traditional OEMs, the cooperation between Euler and Didi will not only boost some sales in the early stage, to meet the Great Wall ’s urgent need for new energy points, but also accumulate a large amount of travel data. . These data are likely to have unpredictable potential value in the future, which also confirms that Euler at the press conference claimed that Euler should be equipped with a rich set of mobile phone keys, car networking, intelligent front view, automatic driving, ID recognition and other rich Technology configuration-for a common travel tool, many functions are unnecessary.
The door of the concept car R2 adopts the split design with the B-pillar canceled. This design should not be retained when it is mass-produced.
summary:From the perspective of Great Wall, from 2018 to 2020, China's auto market may use electric vehicles to form a second "blowout"-in these three years, Great Wall expects that electric vehicle sales may reach 230,000, 450,000 or even 1.5 million, respectively Cars. Therefore, how to "horse race" in this fast-growing market will be the first step for Great Wall to ensure that the profitability of its traditional fuel vehicles can continue and the success or failure of its strategic layout in the future.
Therefore, after comprehensively considering different factors, the Great Wall launched a product such as Euler. Although it seems to have no intersection with the existing products, it is a deliberate result behind it. Even if it is gambling, the Great Wall may have some grasp .
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