For the performance of SAIC passenger cars in 2020, Deputy General Manager Yu Jingmin hopes to get a full score. "If I don't get full marks, I have no confidence."
This confidence comes from the fruitful harvest of SAIC Roewe and MG in 2020. This year, the total sales volume of SAIC passenger cars was 658,000. In the last month of 2020, SAIC successfully entered the club with a monthly sales volume of 6,543,800+10,000. Its new cars listed in 2020, Roewe Rx5 Plus, Roewe iMAX8 and new generation MG5, have attracted consumers' attention.
As a senior network celebrity in the automobile circle, Yu Jingmin played a professional anchor during the epidemic at the beginning of the year, and "mixed" on the video platform. In the second half of the year, Roewe also continued this youthful style, changed its seriousness and set up a circle-breaking marketing with the "new national tide" people. Younger is also the specialty of MG brand, and the sporty design of several new cars has captured the goodwill of the younger generation.
At the same time, SAIC's "dual-core strategy" has reached a node in the past five years. On this basis, the "3.0T Green Power" technology upgraded a series of best-selling models, which enabled Roewe to harvest a number of new energy users.
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With courage and determination? SAIC bus self-transformation.
In May 2020, Roewe ushered in a brand update, bid farewell to the past black and red logo, and ushered in a fresher self.
Yu Jingmin once said, "The market is fierce, and enterprises are always faced with strategic development and changes in the external environment. We are always thinking about change and constancy. Therefore, we made a clear change this year-re-enabling the new lion logo, making Roewe not only excellent and easy to use, but also younger and more fashionable. "
Roewe positioned its brand line as a "new national tide". Throughout 2020, we can see that Roewe's brand image is more stereoscopic and vivid.
What is the "new national tide"?
First of all, in today's automobile market, consumers have new demands, making the personalization and intelligence of automobiles a new basic configuration.
The competition is so fierce that Roewe hopes to give users a bright and fresh feeling with super-class innovative configuration. This novelty is also reflected in the design, adding Long Lin and Zijin process elements, and reasonably integrating with the characteristics of "Made in China".
On another level, Yu Jingmin further explained that "the country is the responsibility of the national team, and the country is becoming an industrial power, so China's own brands should also do a good job in the automobile industry and look at global competition."
At the same time, Roewe's understanding of "China" also has "international standards". "Because global brands have entered, the competition in the China market has become international competition. Winning the China market shows that you have the ability to go out. SAIC is like this. " Yu Jingmin said.
In terms of going to sea, SAIC passenger cars are fulfilling their responsibilities as "national teams". In 2020, its export volume increased against the trend, with a total export of 230,000 vehicles, an increase of 67% over the previous year.
In the domestic market, SAIC passenger cars changed their previous composure and began to embrace the younger generation.
From Huangpu River in Shanghai to 798 Art Zone in Beijing, SAIC Roewe's brand punching place has always chosen the gathering place of young people to hold activities, and Roewe's executives, such as Yu Jingmin, Shao Jingfeng and Wang Jianfeng, have also "retired" to run their own IP, creating "personal design among network celebrities" and being close to users.
The rejuvenation of Roewe brand has also been verified in sales volume. For example, the Roewe RX5, which was launched in 20 16, is 5 years younger than the users who launched the Roewe RX5PLUS this year, from the previous 25 years to the current 20 years old.
As a "comrade-in-arms", MG brand also made a comeback against the wind in 2020 with its understanding of youthfulness, and its annual sales increased by 265,438+0.3% year-on-year.
In 2020, under the guidance of SAIC's "new four modernizations", MG brand released a brand-new brand strategy of "mission 100", and the fashion image under the banner of "globalization, digitalization and youthfulness" took shape and gradually took root in people's hearts.
In MG's understanding of youthfulness, "Digitalization is the blood of personalization, and personalization achieves youthfulness." Therefore, in May 2020, Sean, who was the deputy general manager, chief digital officer (CDO) and executive director of the marketing department of SAIC Passenger Car Company, was appointed to be fully responsible for the MG brand, injecting blood and building bones for the rejuvenation of MG.
165438+ 10 When the new generation MG5 went on the market in October, YCY was invited to SAIC passenger car. Her fan base is highly coincident with the target users of MG5, and at the same time, she can speak for the younger generation who are not discouraged in the face of difficulties and have dreams to pursue.
The successful "resurrection" of MG5 not only increased the attention of MG brand, but also reached 6 12 vehicles, up 86% year-on-year.
In 2020, we will often see colorful SAIC passenger cars. Under such a lively appearance, there is still a "scientific man" core.
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If you don't choose fuel, plug-in hybrid or pure electricity, SAIC should do so.
In 2020, the key words of the automobile industry will focus on intelligent networking, electrification and youthfulness. Roewe has won the favor of a large number of users in advance by relying on the concept of internet cars, and MG has been circled again and again by relying on the modeling of sports trends. SAIC passenger car soft power moat has been formed.
In terms of hard power, it has also ushered in a new stage.
Starting from 20 15, the "blue core" strategy of SAIC passenger cars has been put on the agenda. This is a technology brand with the theme of independent research and development of fuel automobile power, which indicates that China automobile enterprises are still committed to independent research and development of automobile core competitiveness.
By 2020, Blue Core has been updated to the stage of 3.0, and three platforms with large (2.0), medium (1.5) and small (1.0) displacement have been established. Gearbox has three core product lines: MT series, DCT series and CVT series.
After having independent research and development in the field of fuel vehicles, SAIC also quickly invested in the technical research and development of new energy vehicles, and "NetGreen Green Core" was also launched in the technology brand. In the past five years, the "dual-core" strategy has always represented the hard power of SAIC.
On the eve of the Guangzhou Auto Show at the end of 20 19, SAIC Roewe launched the "Core 2020+" green core strategy with new technologies, new designs and new models in view of the development trend and user needs in 2020 and the future.
The green core strategy not only fully controls the core "three electricity" technologies of electric vehicles, but also has a new thinking on the marketing model of new energy vehicles.
In 2020, with the birth of Roewe SAIC·R· Mark, the "net green" model has become obvious. R-sign built online celebrities pop-up shop and R Space on the Huangpu River, which infiltrated the brand into people's lives and deepened users' understanding of the brand.
Following the release of "Dual-core Strategy" and "Core Power 2020+" brand strategy, SAIC Roewe launched "3.0T Green Power".
"Depress" the price of hybrid vehicles and occupy the fuel vehicle market with "parity strategy". The scheme aims to make the price of plug-in hybrid vehicles equal to that of traditional fuel vehicles on the basis of providing users with stronger power, longer battery life and better emissions through the upgrade iteration of plug-in hybrid technology, so as to realize the best parity replacement of fuel vehicles of the same class.
After launching 3.0T green surge power, Roewe brand took the lead in transforming technical advantages into product advantages, and launched Roewe RX5EPPlus and Roewe ei6 MAX, among which the fuel versions of Roewe RX5EPPlus and Roewe RX5 PLUS are the same price. 65438+In February 2020, after the listing of hybrid vehicles, the sales volume of SAIC Roewe new energy vehicles exceeded 1 10,000, which ushered in an explosive growth of 1.70% from the previous month.
Even so, the plug-in hybrid market is far from open. Coupled with the policy subsidies in previous years, the sales of pure electric vehicles have soared. The price advantage and brand momentum make users ignore the disadvantages of imperfect infrastructure and plug-in hybrid models. After the subsidy cooling, the problem of immature technology of pure electric vehicles was exposed, which also opened a window for hybrid models.
In the recent communication between SAFE and SAIC passenger cars, it is considered that plug-in hybrid will be one of the options to completely replace fuel vehicles during the transition period of vehicle electrification.
Regarding the problem that still restricts the plug-in hybrid vehicle market, Liu Jingan, director of product planning department of SAIC Passenger Car Company, believes that many hybrid vehicle users do not charge, which has no effect of energy saving and emission reduction, and makes consumers feel that they have bought a car that is more fuel efficient than a fuel vehicle.
At present, SAIC is trying to narrow the price gap between hybrid vehicles and fuel vehicles while popularizing the most economical use of hybrid vehicles to users. Zhu Jun, deputy chief engineer of SAIC, deputy director of SAIC Technology Center and general manager of Jieneng Company, said, "The next challenge within SAIC is to control the cost of core components of the whole new energy vehicle at around 25,000 yuan."
Zhu Jun, deputy chief engineer of SAIC, deputy director of SAIC Technology Center and general manager of Jieneng Company.
In addition, SAIC passenger cars are still actively deploying pure electric vehicles. For example, among the currently controversial power batteries, SAIC developed a "traditional" 523 battery with a high density of 65,438+0.80 Wh/kg, and optimized its performance in cooling, thermal management, protection and protection. This battery technology is scheduled to be put into production in 2022.
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Write it at the end
How to score SAIC passenger cars in 2020?
This year is the phased harvest period of SAIC passenger cars, and fuel, pure electricity and hybrid technologies are all maturing; The discussion on rejuvenation is further deepened, which is related to digitalization; The consciousness of user enterprise is budding, and both inside and outside the enterprise are full of enthusiasm for trying.
However, under the catalysis of the epidemic, the price of joint venture brands was depressed, and new forces further occupied the market. Tesla's price reduction caused an indiscriminate blow to fuel vehicles and electric vehicles. ...
In the "involution" market, SAIC passenger cars need a clearer way to break this situation.
The final decentralization should be handed over to the market and users, as Yu Jingmin said.