TU-TESL

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In the first two years, under the guidance of policies, the domestic new energy vehicle market has been in a state of high growth, even in the context of a downward market environment, it has been flying all the way. However, since this year, the new energy market has also entered a pressure stage due to the influence of factors such as the entry of joint ventures and so on. According to the data released by the passenger Federation in November, the sales volume of new energy narrow sense passenger vehicles in October was 63000, down 46.0% year-on-year, up 2.0% month on month; the cumulative sales volume from January to October was 823000, up 16.6% year on year, and the cumulative growth rate was much narrower than last year. Although the above situation is later than the overall car market, the situation is more severe. After all, the mainstream traditional power model has developed for more than 100 years, while the new energy model has only been put into the market for a few years. How to "break the situation"? It's a problem for all car companies. Yang Xiaodong, vice president of SAIC Group, general manager of SAIC Group Passenger Vehicle Company and director of technical center, said: "innovation is very important for SAIC new energy, and we are ready. From products to business models to service experience, we have prepared a whole set of new methods. " When it comes to "innovation", it's actually a bit empty, because all car companies are talking about innovation. What's the difference between SAIC Rongwei's "innovation"? On the eve of the "smart core 2020 +" green core strategic communication meeting, SAIC Rongwei answered the "innovation" from the design, platform technology and service level in the post era, and proposed three driving directions of "new technology, new design and new mode". From the entry of new energy vehicles into the Chinese market to the advent of the post subsidy era, users have a deeper understanding of new energy vehicles, and their demand has risen from price, endurance, etc. to technology, safety, service, design and other aspects. Several innovations put forward by SAIC Rongwei can be described as meeting users' expectations for a new energy vehicle to the greatest extent. In 2015, SAIC Roewe officially launched the "netgreen green core" technology brand, with a complete new energy system and technical reserves, and successively launched models such as,,, marvel x, and achieved good sales results. It is understood that in the first three quarters of this year, the sales volume of ei5 private end market is nearly 10000, ranking the first in pure electric car sales in this market segment; ei6 has become the only plug-in hybrid vehicle with sales volume of less than 200000. On the whole, the average price of Rongwei new energy main models is more than 150000, which has stabilized the position of middle and high end in the market. At the marketing level, SAIC Roewe is also constantly making innovations. Facing the post subsidy era, SAIC Roewe has made in-depth thinking on the market strategy in the new energy field. Yu Jing, deputy general manager of SAIC passenger car company, exemplified by civil Huawei, is to explore "no man's land" and step into "no man's land". "The whole market is actually moving in a clear direction to explore a better customer experience. For us, whether it's a fuel vehicle or a new energy vehicle, it can bring a better experience, "he said. In the new mode of netgreen proposed by Roewe, new services such as code car watching, in-depth test drive and new consumption subscription mode will be launched by the user end to enhance the user service experience and value perception; in the sales end, new financial services, new sharing operation, new interactive social networking and new intelligent living room will build the "fourth power" of SAIC Roewe new energy to improve the service ability and quality of dealers. The two terminal innovation covers the whole travel cycle of "look, buy, use, raise and sell". With the change of the market, many automobile enterprises have taken many measures in the sales channel, some of which are "dismantling the network" and some are "adding the network". Rongwei netgreen's new model is not a simple concept of "removing the network" and "adding the network", but a new model of landing and exploration in the value chain with strategic investors. "The new model we have launched will certainly follow the general trend in the future," Yu said At the Guangzhou auto show, which opened on November 22, Rongwei brought the latest plug-in hybrid vehicle, the rx5 Emax. According to Zhu Jun, deputy chief engineer of SAIC Group, deputy director of SAIC technology center and general manager of Jieneng company, "the biggest driving force of the second generation technology is subsidy decline. When the first generation technology evolves to the second generation technology, the cost saved by the optical drive system will be more than 10000, and the cost reduction will be greater than that of the state's supplement and retreat. " In the view of SAIC Rongwei, new energy vehicles also face brand recognition problems, which is an additional challenge. If the same new energy products are placed in the domestic market, perhaps more people will choose joint venture brands. In this regard, Rongwei adopted a strategy of "using technical means to defeat it". At present, Rongwei is constantly promoting the improvement of the platform architecture, which belongs to the platform architecture of electric vehicles. In Zhu Jun's view, the performance of new energy vehicles can be achieved, and the cost is the most challenging. In the face of the wave of new energy, the premise is to achieve low cost, so as to be invincible in the market. Of course, on the basis of low cost, it is safe and reliable, and its performance can compete with that of fuel vehicles. Due to the particularity of the product, there are many unique parts in the new energy vehicle, and the price is relatively expensive. However, with the expansion of scale, these costs are slowly falling. But some parts, such as electronic compressor and evaporation box in the air conditioning system, are more expensive than the driving system. "So we need to be platform oriented, which aims at the overall cost," Zhu said. In addition to the cost of some parts mentioned above, as a whole, the biggest cost of new energy vehicles is still, so in terms of battery integration, there are more and more innovative technologies. At present, SAIC Rongwei has cooperated with many cutting-edge chemical companies, such as ceramic chemistry, etc., which can optimize battery safety or thermal management. "This is my mission," Zhu said. "I must compete with internal combustion engine models in terms of overall cost." It has to be said that SAIC Rongwei's "new" is a little thorough, except for the upgrading of technology and marketing. For the design aspect, SAIC Rongwei also launched a new intelligent electric design for the future of intelligent electric drive - intelligent design, which takes "integration, essence and vitality" as the three design concepts to interpret the direction of future automobile design. The first model of this design language to land is the ei6 to be launched in the first quarter of next year, which is totally different from the current "rhythm design" used by Roewe. This car is located in a compact pure electric car, which can achieve 600km pure electric endurance. Shao Jingfeng, deputy chief designer and global design director of SAIC technology center, said: "before, we were more cautious and didn't try to make bold changes, because we were faced with competition from joint venture brands, and there was a problem if there was a little glitch. But if always this kind of mentality, always in the defensive also can't hold on for long Since entering the era of "rhythm design" of fuel vehicles, Rongwei has been exploring the design of electric vehicles. After the efforts of international teams including China and the UK, "smart design" came into being. It is understood that in this process, SAIC Roewe has also introduced more and more new and cutting-edge designers. For example, designers graduated from Harvard University's Department of architecture have injected many new genes. At this stage, the traditional automobile market has covered many automobile enterprises with a layer of "frost", and the decline of subsidies for new energy vehicles will become another obstacle. How to break through the pressure? SAIC Rongwei has brought a "new" perspective to the industry with a forward-looking vision, plus years of technology accumulation and innovation awareness. Consumers who still have concerns about new energy vehicles should be relieved under the "new" mode of SAIC Roewe!