Quick Review： Tell you everything about Geely ＂Galaxy＂
[Autohome News] On February 23, 2023, Geely Galaxy, a mid-to-high-end new energy series under the Geely brand, unveiled its mystery. In the future, Geely Galaxy will cover two product series of "intelligent electric hybrid" and "intelligent pure electric", and has a new product image, a new generation of styling design and a new channel ecology. Perhaps seeing this, many question marks have emerged in everyone’s mind. Why did Geely make such a series? How will other products be divided in the future? What products will this series have in the future? What are the competitors? How much will it sell? Where to sell it? How to sell it? Don’t worry, with these questions, you will know all about it in 5 minutes.
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Highlights of this article:
1. The new energy market is still the Red Sea, and Galaxy is the stepping stone to Geely’s new era
2. Positioning mid-to-high-end new energy, divided into intelligent electric hybrid L series and intelligent pure electric E series, 7 models will be launched in the future, and the first model (|) will be delivered in the second quarter
3. Introduction to the Galaxy L7 model
4. New channels + new ecology, online and offline service integration
5. Under the new rules of the game, Geely Galaxy may indeed become the "Son of Version"
● Why build a galaxy? – The new energy market is still a red ocean
In the past two years, the domestic new energy market has seen explosive growth, and it seems that every manufacturer is launching sub-brands and new series to cope with the electrification tide. In 2022,Sales of new energy vehicles in China reached 5.674 million units (Passenger Federation), an increase of 90% year-on-year.But the penetration rate is only 27.6%, still has a considerable market capacity. Geely’s total sales in 2022 are 1.433 million, new energy vehicle sales are 328,700, and the penetration rate exceeds 30% in many months. Compared with many brands focusing on the new energy market, it is not cheap.
"Haval A07, Haval B07 DHT"
Take a look at BYD, which has been "surging" all the way, and then look at the new forces that used to be regarded as "inferior horses". The new energy tide has broken through the hearts of many users. Faced with this situation, traditional car brands have more or less expressed their eagerness to embrace electrification. For example, Great Wall will launch more than 10 new energy models in 2023. For example, SAIC Motor Group has set a sales target of 1.50 million new energy vehicles. Behind the exaggerated numbers is the intense hand-to-hand combat under the new energy tide. Even if we are not in it, we can still feel the tragedy.
"New logo of Geely Galaxy"
Therefore, Geely, which has been the sales leader of Chinese auto brands for 5 consecutive years, also seems to need to seek some "explosive points"."Goodfellas."According to the opinion in the column, in the foreseeable future, fuel vehicles may be regarded as the foundation, and new energy is the stepping stone to the next era. Because of this, the arrival of Geely Galaxy, which focuses on the field of new energy, can be said to be inevitable.
● Galaxy’s positioning and product planning – positioning mid-to-high-end, mainly targeting the 15-300,000 price range
"Chen Zheng shows the prototype car sludge model"
After the arrival of Geely Galaxy, the products under Geely Group will also usher in a structural reorganization. China Star, Boshi, Bing, and Emgrand will form a "Jixing" product series to continue to stabilize the basic market; Geometry brand will return to Geely brand and form a popular pure electric product series under Geely brand; finally, the Galaxy series will focus on the mid-to-high-end new energy market.The main car market of 15-300,000 yuan.The three product sequences have a clear division of labor, with fuel, entry-level new energy, and mid-to-high-end new energy each performing their respective duties. The future blueprint has emerged.
In the future, Geely Galaxy will launch 7 products, including Geely Galaxy intelligent pure electric E series and Geely Galaxy intelligent electric hybrid L series, respectively Geely Galaxy E6/E7/E8 and Geely Galaxy L5/L6/L7/L9, the detailed IPO time of each model is as follows:
In the future, intelligent hybrid and intelligent pure electric architectures will be built on their own dedicated platforms, among which Geely Galaxy’s intelligent hybrid architecture will cover A0 to B-level products; intelligent pure electric architectures can cover A-level to D-level products.
In addition, Geely’s original "SHIELD Battery Safety System" not only prevents spontaneous combustion of batteries, but also builds a complete set of "no blind spot" safety protection systems based on batteries and integrates architecture, vehicle, intelligent control, and cloud. It can pass 8 shields such as "Architecture Ten Gongge Patent, Vehicle Cage Protection, Fast Charge Safety and Worry-free, BMS3.0’Battery Doctor ‘Intelligent Control System" to ensure the safety of systems such as battery pack Pack and battery module.
In terms of thermal efficiency, the new generation of Raytheon hybrid engine B-Plus equipped with Raytheon Hybrid 8848 has achieved a peak thermal efficiency of 44.26% in mass production, and the next generation Raytheon hybrid engine with a thermal efficiency of 46% has been in the verification stage. In terms of performance, Raytheon Hybrid 8848 "three-speed variable frequency electric drive" has evolved again. It is the first intelligent electric drive in the world to achieve P1 + P2 dual motor overclocking drive. The combined power of the two-wheel drive reaches 287kW, and a super performance version with a combined power of 488kW will be released in the future.
● Galaxy L7
At the press conference, the Galaxy L7, the first model of the Galaxy series, made its debut and started booking at the same time. The new car will be delivered in the second quarter and will be used as a Torch Relay car for the Hangzhou Asian Games. The new car is a plug-in hybrid SUV model, focusing on long cruising range. In terms of appearance, the Galaxy L7 creates a relatively full shape, with a lot of curves in the front part of the car, and the details are also the mainstream style trend of current new energy vehicles. The side lines use a similar slip-back design, but it is not very inclined, so the head space for the rear row is not affected by the shape.
In terms of body size, the length, width and height are 4700mmX1905mmX1685mm, and the wheelbase is 2785mm, which is the size of a compact SUV. It is close to the size of BYD Song PLUS and Honda CR-V. For an ordinary family of three, practicality is guaranteed. In addition, the door does not use the hidden door handle that some new energy brands prefer. From the experience of previous winter tests, this traditional door handle will lose some of the overall feeling of the door, but it is convenient to pull, and it can also reduce the possibility of being frozen to death in extreme environments. The rear of the car adopts a through-type tail light, which is also the most mainstream style at present. The simple rear is clearly layered, and the two-color guard at the bottom makes it more visually eye-catching.
The interior is designed with a hug style as a whole. The center console is supplemented by multiple large screens, 10.25-inch meter + 13.2-inch center control screen + 16.2-inch passenger screen + 25.6-inch AR HUD. Four display screens provide rich driving information and entertainment information. The pocket block design makes the front center channel more practical, providing more cup holders, storage space and wireless charging positions.
For the most important chip of a smart car, the Galaxy L7 has an 8155 chip, which also allows the Galaxy N OS system to be used for faster and smoother control and improved user experience. The boot speed, application response speed and Keyword Spotting speed are all agile. In the field of intelligent driving, the "heaven and earth integrated" version of Galaxy Smart Driving solution based on Geely Satellite will be launched soon. At present, Galaxy Smart Driving can stop in time in the face of stationary targets when cruising at a high speed of 90km/h; Geely Star Smart Computing Center can simulate 100,000 kilometers of intelligent driving behavior training in 1 day, combined with intelligent network professional test field and actual road test, to meet the L3 global certification standard.
Geely’s self-developed centimeter-level satellite high-precision positioning module has passed the vehicle-level certification. Through the integration of Geely satellite communication, navigation, and remote sensing technologies, this technology can achieve accurate positioning and never lose contact. It is expected that in 2025, Geely will complete the network of 72 low-orbit satellites, and Geely Galaxy Smart Drive will achieve global positioning without blind spots. In the future, Geely Galaxy Smart Drive will also take the lead in mass production of leading technologies such as cross-layer memory parking, high-speed emergency antelope obstacle avoidance, and low-speed exploration and crossing.
In terms of comfort, in addition to enough space, the co-pilot provides a leg support function, as well as heating, ventilation, massage, physiotherapy and other configurations. In theater mode, the seat automatically reverses to a comfortable angle of 35 degrees, providing a good viewing posture.
In terms of power, the new generation of Raytheon hybrid technology is equipped with a 3 DHT Pro variable frequency electric drive, using the P1 + P2 solution, which can not only assist the drive, but also drive independently. In terms of performance, it also has remarkable performance, accelerating from 0 to 100km/h in 7.5 seconds, and in the case of power loss, the official average fuel consumption level can also reach 5.23L/100km.
● How does Geely Galaxy sell? – New channel + new ecology, online and offline service integration
As a new mid-to-high-end new energy series, Geely Galaxy will create a new channel ecosystem. Among them, the new channel will have two models of "direct connection to users" and "agent distribution", which will make orders online, make prices more transparent and direct, and avoid the price chaos that once plagued everyone.
On the offline side, Geely Galaxy will provide "experience" and "delivery" services, and will lay direct experience stores in cities such as Beijing, Shanghai, Hangzhou and Shenzhen. It is reported that 350-450 experience stores will be established in 2023, and the number of Geely Galaxy experience stores will reach 650 in the future.
In addition, Geely will also introduce new user experience and service standards. For example, at the after-sales services level, Geely Galaxy will set 247 new standards; at the same time, Geely Galaxy will also create a new app to open a new channel for users to communicate online, and you can also find interested communities in the app; it is worth mentioning that half of the space in Geely Galaxy’s offline stores will be set aside to provide users with more experience and create a "user space". This user ecosystem seems to be quite popular in the current new energy market. In addition to changing to online services, services also pay more attention to users’ sense of experience and belonging.
● Geely Galaxy’s Prospect Analysis – Can You Really "Look Up at the Galaxy"?
The establishment of a new product series often has a clear purpose. Geely has obviously paved the way for Galaxy, and the geometric brand has returned to Geely, focusing on the entry-level mass market, and has entrusted the mid-to-high-end new energy series to Galaxy. Perhaps, just like Dynasty and Ocean Network to BYD, Galaxy not only represents a new product series, but will also become a label existence in the future.
In 2022, Geely’s new energy vehicle sales 328,700, compared to 2021 tripled, better than the average growth rate of the industry, without the Galaxy is still the case, with the arrival of the Galaxy, combined with the new energy penetration rate in 2023 or more than 30%, although the new energy track is crowded, but it has left a relatively open space for the Galaxy to play.
Of course, from the perspective of the first model launched by Galaxy, the Galaxy L7 is positioned as a compact SUV, with a long range, equipped with a new generation of Raytheon electric hybrid technology, equipped with 3 DHT Pro variable frequency electric drive, and using the P1 + P2 scheme, it can not only assist in driving, but also drive independently. The acceleration from 0 to 100km/h is 7.5 seconds. In the case of power loss, the official average fuel consumption level can also reach 5.23L/100km.
Judging from these data, Galaxy, which is positioned as "mid-to-high-end", is not eager to challenge higher-level fields, but starts with the "unavoidable choice" – the compact SUV market. This level is also the most difficult market segment. BYD Song PLUS New Energy, Haval H6 (PHEV version has been launched), Changan CS75 PLUS (intelligent iDD version will be launched soon) and other powerful products are eyeing. Looking at the sales rankings for nearly half a year, the former ace players under overseas brands have almost been squeezed out of the top five. Are overseas brands panicking? Perhaps the news of Toyota’s bZ4X price reduction not long ago is a very objective answer, which is enough to see that the rules of the game in the domestic market have really changed.
Using the game as a comparison, each version update will have a corresponding "version of the child" birth, the former strong hero may be reduced to a sewer character, version abandoned child. As a product of new rules and new versions, we seem to have reason to believe that, combined with the latest trends and user preferences in the current market, coupled with Geely’s understanding of the domestic market over the years, Galaxy will definitely follow the trend and show some strength; as for what height can be reached, it is worth looking forward to.
Internally, Geely Galaxy seems to be facing some problems as well. Don’t forget that Geely Group also holds hands such as Lynk & Co, Extreme Krypton, Extreme Star, Volvo, and even Lotus. According to the brand positioning and product price range currently given, Geely Galaxy series products are likely to overlap with these brands in the future. At that time, how to form a differentiated style with them? Presumably this is a big question in the hearts of many friends.
"Site map of Geely’s internal communication meeting"
In the previous internal communication meeting, I also discussed this issue with manufacturers, and finally came to the conclusion that there are various consumer groups in the market, and different product types and design concepts can be used to attract different audiences. To give a more practical example, when the Lynk & Co or even the JK brand was just born, it also had some price overlap with the products of the Geely brand, but now, these contradictions about price overlap do not seem to have been transferred to the final choice of users. All in all, products at the same price and positioning can win the favor of users with different needs through different design concepts, configuration performance, etc. Therefore, friends who are worried about Geely Galaxy’s "involution" are completely unnecessary.
Editor’s summary:
At the end of the article, I would like to say some digressions. Previously, Geely Galaxy released a poster, which triggered a wave of heated discussions. "Galaxy, the starry sky that everyone looks up to", the breadth and depth of Chinese immediately reminded us of the high-end brand Look Up released by BYD before, and then many Chinese brands such as Look Up, Changan Deep Blue, Haval, Lantu, Changan, Dongfeng, etc. released warm-up posters one after another. This wave of collective fighting has gone beyond the scope of marketing, and even made me feel inexplicably moved.
In the past, such a scene may have only appeared on those so-called "tall" overseas brands, the most classic of which was the flirting and falling in love and killing of the BBA troika. Now, Chinese brands have also begun to do the same in the new energy market, and instead of arousing users’ resentment, they are viewed with a peaceful and even slightly proud attitude. This not only shows the confidence of the brand, but also seems to represent the rise of a new power and the germination of a new culture. Perhaps, seeing a beautiful and appropriately warm-up poster, many friends will feel a sense of relief that "their children have finally become talents".
Finally, a very interesting quote was posted during the hot discussion of the poster: "Whether it is’looking up at the Milky Way ‘,’ the deep blue ‘,’ the vast universe ‘,’ the Milky Way Yaoguang ‘or’the sea of stars’, the Chinese car brands born under the red flag, everyone has a bright future." (Text/Autohome Du Andy)