Since its launch on November 1 last year, Geely Xingrui’s cumulative sales have exceeded 54,000, with an average monthly sales of more than 10,000.
Although it has not yet entered the TOP10 ranking of A-class car sales, for a Chinese brand car that has only been on the market for 5 months and the price is in the range of 110,000-150,000, such a result is remarkable, and its product strength is combined. Look, Xingrui is indeed worthy of the title of “Jiandan Disruptor”.
The sales performance of Geely Xingrui since its listing. After the success of Xingrui, Geely released a new SUV-Xingyue L non-stop. From the perspective of body structure, power configuration and model positioning, this is simply an SUV version of Xingrui. It seems that they want to make another subversion in the SUV field. In the car market, Chinese car companies have few successful cases of high-end breakthroughs. With leapfrog product strength, it is indeed feasible for Starray to achieve “dimensionality reduction strikes”. However, in the SUV field, many local models have been On the way of “leapfrogging”, the style of “B-class car size sells A-class car price” has become commonplace. In such a market environment, where is the breakthrough road for Xingyue L? 01, Bigger than BMW X3, claiming to be “compact”? As can be seen from the table below, the body size of Geely Xingyue L can be described as “exaggerated”. Its length and width have surpassed the BMW X3, and its 2845mm wheelbase has also surpassed the Highlander. Compared with the current mainstream compact SUV, the size advantage of Xingyue L is rolling. The body specifications of Xingyue L are enough to enter the category of medium-sized SUVs, but the official still defines it as a “compact SUV”. For what purpose? As a matter of fact, Geely has abandoned the industry-conventional method of determining the size based on the size of the car model, and has adopted a more rigorous and scientific division standard-the technical level of the vehicle is used to determine the car model level. The CMA “super matrix” architecture adopted by Xingyue L can theoretically cover the development of A0-class cars (small) to B-class cars (medium), but the one with the highest redundancy and the best possible use of its technical strength is A-class car (compact). Almost all models under the CMA architecture, including Geely Xingrui, Lynk&Co 03+, Volvo XC40, Polestar2, are positioned as compact cars without exception. Positioning Xingyue L as a compact SUV is a more pragmatic approach and a manifestation of technological confidence. Instead of realizing “leapfrogging” by enlarging the body size, it is better to refresh the technical ceiling in its subdivisions and become a unique technical benchmark. For consumers, it doesn’t really matter which class a car belongs to. What they care most about is whether they can buy a car with better design, better performance, and more reliable quality at the same price. Without the user’s approval, no matter how high the level is, it is futile. Polishing the product strength is the key to the breakthrough. 02. The bulls blown by the “new forces” are all realized on Xingyue L. “It looks like a Volvo!” A media teacher commented on the design of the new car at the launch of Xingyue L. I believe that he is not the only one who has similar ideas. In terms of body posture, Xingyue L does have a lot of Volvo XC series SUV shadows. Xingyue L is quite similar to Volvo’s SUV. The styling of a car is largely affected by the body structure, and the CMA structure has Volvo’s technical genes. Therefore, not only the Xingyue L, but also the previously launched Xingrui and Lynk & Co’s many models, more or more Few have the design pedigree of Volvo. But when you carefully observe the detailed craftsmanship of Xingyue L, you can see the unique mindset of the Geely design team. For example, the waterfall grille on the front face is Geely’s iconic design language. After many improvements, it can show a coordinated look and feel on different types of models. The headlights on both sides continue the Xingrui design method, and the shape is very matched with the outline of the whole vehicle. The internal light group adopts the upper and lower two-stage daytime running lights, and the lighting effect is highly recognizable. The design of the front face is based on stability. The side of the body does not use overly exaggerated lines, and the square and full shape is slightly conventional, but it is this low-key design that gives it the unique atmospheric look and feel of high-end models. With just the right chrome decoration, 20-inch super-large wheels, superb sheet metal workmanship, and coordinated body proportions, under the combination of these design elements, the style of Xingyue L is by no means a random one. Class cars are comparable. The body line is relatively mediocre, but its paint level, sheet metal workmanship, and assembly accuracy are all very good, and it is almost impossible to pick out a flaw. The exquisiteness presented by Xingyue L is far more attractive than its outline. Compared with the exterior design, the interior of Xingyue L is very high-profile. It uses an ultra-long IMAX screen (meter screen) that extends to the front of the co-driver, plus the LCD screen at the main driver’s position. The large screen is packed full, and the visual perception is very shocking. Xingyue L’s car system has not yet been open to experience, but Geely has officially announced some of the highlights of the technology configuration, such as the whole car’s global FOTA, ANC active noise reduction function, 10-speaker Bose audio, and V to Cloud (vehicle cloud), V A series of in-vehicle 5G application technologies including to Mobile real-time communication. The new car is also equipped with Geely’s 5G-AVP 1km unmanned parking technology, which can realize 1km unmanned managed parking, and can realize L4 autonomous driving in some scenarios and working conditions. Xingyue L’s unmanned parking system can realize 100% unmanned driving within a round-trip distance of 200 meters, avoiding obstacles, intelligently searching for parking spaces, autonomous parking in and out, and other powerful functions. Super-large screens, on-board 5G, unmanned parking, global OTA, and high-level autonomous driving are all technical concepts that the “new forces” in the past are proud of. Now they can all be implemented on Xingyue L. This shows that The so-called “intelligence” is not a “patent” of new energy vehicles, and pure fuel vehicles can also be perfectly realized. In terms of power system, Xingyue L is equipped with the Drive-E series 2.0T engine, which is the same as Xingrui, and is divided into high and low power versions according to different tuning methods. The low-power version (T4 EVO) has a maximum power of 160kW and a peak torque of 325Nm, which has completely surpassed Xingrui (all 140kW and 300Nm) in terms of data; the high-power version can even have a power output of 175kW and 350Nm, so The power level of the BMW X3 (xDrive 28i) is directly compared. Xingyue L’s high-end models are also equipped with BorgWarner’s sixth-generation electro-hydraulic four-wheel drive system. The optimal braking distance of 100-0km/h is 37.37 meters. Even if you drag a huge body, the sports performance will not be affected at all. , This shows the profound skill of the CMA framework. Regardless of low-power or high-power version, the performance parameters of Xingyue L are very good. 03. The key lies in the improvement of the brand and the improvement of technology According to the official plan, Xingyue L is positioned as the flagship model in the Geely SUV camp, targeting the most mainstream A-class joint venture SUV market. The price range is expected to be between 150,000 and 220,000, directly against CR-V and Tiguan L. , RAV-4 and other joint venture models. From the perspective of book product strength, Xingyue L wins joint venture products at the same price regardless of body size, power performance, technology configuration, and intelligence level, and has the strength foundation for “dimension reduction”. Moreover, SUV is Geely’s dominant area, it is not difficult to predict that Xingyue L will achieve a brighter market performance than Xingrui. Compared with increasing sales, Xingyue L’s more important task is to achieve a real upward brand. SUVs are the starting point for Chinese brands to go up. As early as four or five years ago, many local SUVs have tried to pierce the 200,000 yuan price ceiling through the “big and small” approach. A small part of them are indeed It has achieved certain market success, but failed to obtain corresponding achievements in terms of user recognition and product reputation. Adding space and configuration can indeed push up the price, but it is difficult to create a real high-end product. The higher the price, the higher people’s pursuit of technology, performance, and quality. This is the long-term gap between local SUVs and joint venture products. Distinctive technical advantages make Xingyue L unique among many newly launched local SUVs. Geely has been aware of this for a long time. Starting from the “3.0 era” products such as Borui and Boyue, they have begun to practice “internal strength”. In addition to optimizing the design and configuration level, they also focus on improving the performance and quality of the products. Today, Geely has entered the “4.0 era”, and the CMA architecture has become the technical core of a new generation of products. Taking Xingrui as an example, it not only continues the previous advantages in space and configuration, but also surpasses in terms of actual performance. A joint venture model at the same level has been achieved, achieving a technological breakthrough with a higher threshold. From 100,000, 150,000, and then to 200,000, Geely’s products can give a super high value far exceeding the actual price in every price range. The emergence of Xingyue L is another full release of Geely’s comprehensive strength after achieving the technical commanding heights. What we are looking forward to is not whether its sales can exceed which joint venture SUV, but whether under its leadership, the status and image of the Chinese brand in the minds of consumers can achieve a substantial leap. Text | Superman
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