Force index of new car products: geometry c

With the rich technical experience accumulated by the acquisition of Volvo, Geely Automobile has been making great efforts to build a high-end product matrix in recent years. After successfully building a young and personalized brand, Geely Automobile will focus on the new energy field and launch a high-end pure electric brand geometric car in due course. As the first model of the family, the new design concept and advanced battery temperature control technology adopted by Geometry A are eye-catching, while the newly introduced Geometry C has added many black technologies on the basis of continuing the excellent genes of the family. In addition to the technical texture, what are the highlights of Geometry C? Do you have the strength to occupy the "C" position in the pure electric SUV market? Today, we will make a detailed analysis of Geometry C just listed from the perspective of "new car product force index".

1, brand influence

Create a unique brand image? Market recognition needs to be improved.

Geometric Automobile is a high-end pure electric brand owned by Geely Automobile Group, and together with Geely and LING * * *, it constitutes three sub-brands of Geely Automobile. In order to show the distinctive brand image, Geometric Automobile adopts the brand LOGO with gray and metallic texture, and adopts the minimalist design concept, trying to create a stronger technological texture and future atmosphere. In addition, Geometric Auto has also issued a brand declaration of "multi-dimensional, dedicated and pure", and provided exclusive channels and services to bring consumers a brand-new experience.

In terms of market, as of June 2020, the cumulative sales volume of Geometric A, the first product of Geometric Automobile, was 65,438+03,783 vehicles. Although measured by a brand-new automobile brand, this performance is basically satisfactory, but for geometric cars with high-end and long-term vision, the market recognition obviously needs to be improved. Fortunately, Geometric Automobile has planned a relatively perfect development path. In addition to constantly introducing Geely's latest technologies in the fields of intelligence, car networking and lightweight, it will also rely on GE's pure electric platform to derive more market segments. By 2025, Geometric brand will launch more than ten new pure electric vehicles, covering cars, SUVs and MPVs. Therefore, based on the above factors, the geometric car is temporarily evaluated by four stars.

2. Consumer expectations

Avant-garde design technology? Strong endurance? Consumers are optimistic about their prospects.

For the consumer expectation of Geometry C, we introduce the big data collection and analysis system of Chezhi.com to analyze it, so as to get the public opinion trend about new cars on the current network.

As of press time, Geometry C*** has collected 44,247 pieces of Internet information, and the main ways to obtain information are websites, various news clients, WeChat, Weibo and forums. Among them, news client and Weibo are more active. Through analysis, it is known that the report on Geometry C in the whole network was first published on 2065438+September 2, 2009, and the title of the article is "Geometry pure electric crossover SUV? 165438+1released in October? Competitive mode? Y ".The peak volume of the whole network appeared on May 22nd, 2020, and * * * generated 224 1 related reports.

From the analysis of 44247 pieces of information collected, 99. 1% of the reported information about geometry c is positive and neutral, and only 0.9% is negative. Among them, most people think that the geometry C is avant-garde, the interior is full of science and technology, and the endurance level of the whole vehicle is also high, so they are very optimistic about the prospects of the new car.

3. Analysis of product highlights

Detail optimization to enhance product strength? Leading technology to create real and effective battery life

Geometric c is the second model of geometric car, which is positioned as a pure electric compact SUV. The new car adopts the design concept of "multi-dimensional mobile life" of geometric cars, and the exterior interior basically continues the style of Geometry A, while paying attention to details.

The front face no longer uses sharp design language, and the relatively rounded shape is more in line with the positioning of SUV and has more affinity. The hidden door handle still appears on the geometry C, but the interior is not sealed by the geometry A, but an opening is reserved, which is more convenient to operate. Compared with the exaggerated style of Geometry A, the shape of the cyclone rim is more restrained, and it is equipped with the second generation brake control system of Bosch ibooster, which makes the kinetic energy recovery more efficient. The internal structure of the LED taillight group is more complex and has a stronger sense of design, which increases the recognition of the new car. In the interior part, Geometry C copied the design of Geometry A in general, and upgraded the multimedia system, equipped with the latest version of intelligent interactive system of GKUI Jike. The virtual button area of honeycomb elements on the interface is larger and the operation is more convenient. In addition, the E-touch central super-touch control area in front of the gear shifting mechanism has also been upgraded, and a brand-new panel background color and material have been replaced, which optimizes the problem of being unclear under strong light.

Technically, the biggest highlight of Geometry C is equipped with the industry-leading SEM intelligent energy management system. From the five dimensions of energy storage, energy saving, energy recovery, energy control and energy upgrading, energy efficiency control with algorithm as the core is adopted to maximize the use of electric energy. The new car is equipped with a high-density battery pack, an ultra-low drag coefficient of 0.273 and a more integrated three-electricity system, which effectively reduces energy consumption. In addition, the new car is also equipped with BMS battery management technology, which combines the original SOC algorithm of VCU and BMS, which can accurately display the cruising range and fundamentally solve the mileage anxiety problem of users.

In terms of power, Geometry C is equipped with a permanent magnet synchronous motor made in Japan and a lithium-ion power battery provided by Contemporary Amperex Technology Co., Ltd.. At the same time, advanced technologies such as ITCS3.0 battery intelligent temperature control system, heat pump air conditioning system and lightweight body are adopted, which improves the cruising range of vehicles in low temperature environment by about 20%.

4, the new car quality reputation

Low brand complaints? The reputation of new cars is worth looking forward to.

The word-of-mouth of new car quality will be scientifically analyzed based on a large number of complaints from real car owners, so as to give a reasonable prediction and evaluation of the word-of-mouth of new car quality. Among them, brand-new models will be pre-judged and evaluated with reference to their brand complaints and typical fault points; For the replacement and modified models, the complaints and typical fault points of their respective vehicles will be referred to for pre-judgment and evaluation.

Because Geometry C is a brand-new model, it will be analyzed with reference to the historical complaints of its geometric brand. Statistics show that as of June, 2020, Chezhi.com * * * has received 13 complaints from geometric brands, and the overall number of complaints is low. The main complaint problem is the vehicle interconnection fault, the number of complaints is relatively small, and the complaints are relatively scattered. At present, there are no * * * problems in the models of Geometry brand, and because Geometry C has been upgraded for multimedia systems, it can be considered that the probability of in-vehicle interconnection failure in Geometry C is very small for the time being, but the actual situation will not be conclusive until it is put on the market.

In order to reflect the word-of-mouth performance of new cars more objectively, we will introduce the "complaint sales ratio" to judge, that is, the ratio of new car sales to complaints in a certain fixed period of time.

According to the data of the Federation, as of June 2020, the cumulative sales volume of Geometric brand was13,783 vehicles, and the proportion of complaint sales was 9.4 ‰, which was far lower than the industry average of domestic passenger cars of 23.6 ‰ in 20 19 years, and the short-term quality was good. It can be seen that the quality word-of-mouth performance of the new geometry C after a series of upgrades is more worth looking forward to.

By analyzing the complaint volume, fault points and complaint sales ratio of Geometry brand, we can have a general judgment on the future performance of Geometry C in terms of quality reputation. Judging from the current quality reputation, it is at the upper-middle level in the same level.

5. Reputation of after-sales service

Dealer network continues to expand? Service satisfaction needs to be improved

In measuring the after-sales service reputation of new cars, a certain number of real car owners will be randomly selected for a return visit. After the owner complains about the car series/brand of the new car, the enterprise will investigate the response and solution of the owner's complaint, and relatively objectively predict the future after-sales service reputation of the new car.

We randomly selected 10 car owners for a return visit, and only two of them said that they had received the manufacturer's reply to the complaint, which shows that the manufacturer paid less attention to the demands of the car owners. Judging from the statistics of cars. Com, consumers' satisfaction with "service attitude" still has a lot of room for improvement.

After the vehicle is purchased, it will inevitably involve the daily maintenance of the vehicle. At this time, the number and distribution of brand dealer stores are very important, and even have a certain impact on whether consumers buy the brand models. According to the statistics of Chezhi. Com, Geometry brand's number of dealer stores in China is relatively small at present, and it is constantly expanding. According to the official plan of Geometric Automobile, the channel coverage of more than 30 cities will be realized in 2020, and the number of dealer stores will increase greatly.

Summary:

For Geometric Automobile, which has just been established for one year, it is still the primary task at this stage to enhance brand awareness and expand market influence. Although Geometry A, the first model, has achieved a passing grade, it is obviously far from the goal of Geometry Car. On the one hand, the introduction of Geometry C enriches the product lineup of Geometry brand; On the other hand, it can be seen that geometric brands are constantly listening to the voices of consumers and constantly optimizing their products, thus enhancing the competitiveness of products. In the pure electric SUV market, Geometry C's unique design and industry-leading three-electricity technology are undoubtedly its biggest killer. It remains to be seen whether the new car can become the main sales force of geometric brands in the future and win more opportunities for independent brands in the high-end pure electric SUV market.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.