Geely is too short of cars with great personality now.
When Borui came out two years ago, some friends in the circle cried for it, saying that it was so touching that independent brands could build such high-quality models. I believe many people can understand this feeling, just like when the national football team kicked into the World Cup and approached the championship. China people have deeper feelings for their own brands.
Live up to expectations, since Borui, Geely has continuously launched explosive models, such as Job, Emgrand gl, Emgrand gs, etc. Recently, the flagship product Borui ge came out, and Geely not only broadened the dimensions of product layout, but also deeply carved it. But after two years of development, some problems are looming.
At present, Geely has spent too much energy on intelligence and comfort. Any model has a high cost performance, rich configuration, soft seats, sufficient power and reasonable price. Although it has attracted many consumers to a certain extent, the Geely brand lacks a sharp side.
Geely began to sponsor track investment in 2004, and reached a climax in the past two years, broadening ideas for Geely brand, paving the way for brand, promoting "Super-Lucky League" for marketing and following up products. Geely Binrui is the most timely product.
Binrui's original internal code name is sl, which is obviously different from Emgrand gl. S should mean sports. Later, Geely named this car Binrui and joined the Swiss generation.
"The main direction of Emgrand gl is comfort and family, and Binrui is the Emgrand gl of sports and technology."
In the past, the positioning of Emgrand gl in the auto market was not clear. Class a is class a, and class b is class B. Later, the suv market suddenly became hot, and the development of B-class cars was severely restricted. A-class cars are eager to try, so they have an a+ class and even bought an a+ class car. The price of space configuration is even more advantageous than that of traditional Teana and other models.
Song Jun, deputy general manager of Geely Automobile Sales Co., Ltd. said that Binrui is Geely's fourth trump card A in the A-class automobile market, aiming at the a+ class sports coupe market. Previously, the vision was aimed at the A-level market segment, Emgrand aimed at the A-level market segment and Emgrand gl aimed at the a+ level market segment.
In this market difference, Binrui, including joint venture models such as Emgrand gl, LaVida, Civic and Sagitar, has become more competitive.
This time in Shanghai, Geely held a design briefing for Binrui. Binrui resonates with Borui in modeling, and some people say it is "Little Borui". The most important slip-back shape has continued, and the visual effect has a certain impact. However, Binrui's body size is not as big as Borui's, and how the interior space will behave will not be known until you get the real car.
There are also some new ideas in the interior. Let's hear what Geely's designer has to say.
Video Geely Binrui designer talks about interior creativity.
Another highlight of Binrui is the brand-new 1.0t engine, which is a three-cylinder engine jointly developed by Geely and Volvo, but the parameter calibration is even higher than the optional1.4t. Geely revealed that the manufacturing cost of this engine is higher, so the price of future 1.0t models may be higher than1.4t. Or whether Binrui will be carried when it goes public is still inconclusive.
I wrote an article when Binrui was exposed before, which briefly analyzed the competitiveness among Civic, MG 6 and Binrui. Civic again? What medicine does Geely Binrui sell? Finally, Binrui will be listed around August, when there will be more information, and I will continue to pay attention, so stay tuned.