Introduction

Introduction

If there is, then change it ， If there is nothing, we should strive harder ， Daring to search for problems is the first step to solving them 。 There is always room for improvement. Being brave enough to identify problems is the first step towards solving them.

since this year on ， The attention to the topic of new energy is increasing ， This is no longer just a victory in terms of traffic ， More reflected in sales data 。 in especial 7 month ， Retail sales of new energy vehicles 87.8 Ten thousand vehicles ， Penetration rate reaches 51.1%， Improved compared to the same period last year 15 Percentage point ，这是新能源乘用车国内 month 度零售销量首次超越传统燃油乘用车。 Since the beginning of this year, the topic of new energy has attracted increasing attention, not only in terms of online traffic but also in sales figures. In particular, in July, new energy vehicle retail sales reached 878,000 units, with a penetration rate of 51.1%, a 15 percentage point increase from the same period last year. This marks the first time that monthly retail sales of new energy passenger vehicles have surpassed those of traditional fuel-powered vehicles in China.

And further subdivide the topic of the new energy track ， The official standard range of plug-in hybrid models exceeds 2000 Kilometers are also a very hot topic 。 Breaking down the topic further into the new energy segment, the official range of plug-in hybrid electric vehicles (PHEVs) exceeding 2,000 kilometers is also a hot topic.

from 1000 Kilometers to 1500 kilometre ， Go again 2000 kilometre ， The official range of plug-in hybrid models is getting longer and longer ， And according to actual measurements ， The actual battery life is even better than the official standard data ， Focus on one “ Reverse virtual labeling ”。 From 1,000 kilometers to 1,500 kilometers and now to 2,000 kilometers, the official range of current PHEVs is getting longer and longer. Actual test results show that the real-world range is even better than the official figures, highlighting a trend of "reverse overstatement."

More Than This ， If longer battery life is achieved with a larger fuel tank ， That's not a new thing 。 however ， These plug-in hybrid cars not only have strong endurance ， Low energy consumption ， Many car companies have already reduced fuel consumption to 4L within ， Some car companies even increase the fuel consumption of power supply 2L level 。 Moreover, while it's not new that longer range comes with larger fuel tanks, what sets these PHEVs apart is not just their range but also their low energy consumption. Many automakers have reduced their fuel consumption to below 4L per 100km, with some even achieving a remarkable 2L per 100km.

Like a while ago ， Roewe carries its own Roewe D7 DMH And Roewe D5X DMH， And brought in some mainstream hybrid models from domestic and joint venture brands ， Everyone, please add the fuel tank uniformly 55L， I conducted a endurance test once 。 among ， Roewe D7 DMH Run out 2160 kilometre ， The maximum endurance has been successfully exceeded 2000 kilometre ， Roewe D5X DMH Also run out 1748 kilometre 。 Recently, Roewe conducted a range test with its D7 DMH and D5X DMH models, along with mainstream hybrid models from independent and joint venture brands. With fuel tanks filled to 55L, the Roewe D7 DMH achieved a range of 2,160 kilometers, successfully exceeding the 2,000-kilometer mark, while the D5X DMH covered 1,748 kilometers.

actually ， Roewe D7 DMH From a sales perspective, it cannot be considered a very mainstream plug-in hybrid car ， But still managed to run beyond 2000 Kilometer endurance performance ，这在证明 Roewe D7 DMH In addition to its battery life advantage and technological leadership ， It also proves that the range of domestic plug-in hybrid vehicles is not just impressive in terms of declared data ， The measured data is also solid ， The battery life and energy consumption level are both leading 。 In fact, while the Roewe D7 DMH may not be a mainstream PHEV in terms of sales, its range performance exceeding 2,000 kilometers not only demonstrates its range advantage and technological leadership but also proves that domestic PHEVs have solid real-world range and energy efficiency, leading the industry in both aspects.

of course ， This test is an attempt made by Roewe at the marketing level ， After all, the battery life exceeds 2000 Kilometers are a hot topic in current plug-in hybrid models 。 Not just competing for battery life ， It's not just Roewe who's working hard ， Including Rubik's Cube Battery Award 、 Zero fuel guarantee compensation 、MG The car successfully circled again at the Goodwood Speed Festival ...... Of course, this test is part of Roewe's marketing efforts, as a range exceeding 2,000 kilometers is a hot topic in the PHEV segment. It's not just about range, and Roewe isn't alone in its efforts. Other initiatives include the award-winning Magic Cube battery, zero-fire guarantee compensation, and MG's successful debut at the Goodwood Festival of Speed...

among ， Especially with the launch of the three electric safety core commitment guarantee ， There is no limit to the driving range 、 Unrestricted first owner ，“ Burn the old and compensate for the new ” Not caring about the depreciation of vehicles 、 Residual value ， There is no time limit either 。 This is in the automotive industry, except for Roewe 、MG Unparalleled outside ， From the perspective of the enterprise, SAIC Passenger Car has launched the industry's first quality assurance standard ， such “ Be willing to spend money ” Even “ Spending money recklessly ” The guarantee ， It is the sincerity demonstrated by SAIC Passenger Car to catch up 。 In particular, the launch of the "Three Electric Cores Safe Promise" is unparalleled in the automotive industry outside of Roewe and MG. It offers unlimited mileage, unlimited first owner eligibility, and a "burn old, replace new" policy that disregards vehicle depreciation and residual value, with no time limit. This industry-first warranty standard demonstrates SAIC Motor Passenger Vehicle Company's commitment to catching up, even if it means "spending money" or even "wasting money."

The benefits of this guarantee are not only the driving experience, but also ， The resale value of vehicles has also increased ， Judging from the caliber of SAIC passenger cars ， If a car has a lifetime warranty for three electric components ， Can increase the residual value of second-hand cars 5 A point or even more 。 Because most of the cars in the domestic second-hand car market are not available 3 Within the scope of annual warranty ， But Roewe 、MG The car comes with a lifetime warranty ， So the resale value is much higher 。 In addition to enhancing the driving experience, this warranty also increases vehicle resale value. According to SAIC Motor Passenger Vehicle Company, a vehicle with a lifetime warranty on its three electric cores can increase its residual value by 5 percentage points or more. Since most domestic used cars are not covered by a 3-year warranty, the lifetime warranty offered by Roewe and MG significantly boosts their resale value.

“ We also hope that major car companies will implement such standards ， Because under this standard ， The entire industry and users also benefit from it ， We need to find the most reliable one 、 The safest option 、 Provide users with the highest quality products ， Compete in this market with higher service standards 。” When it comes to the guarantee promised by Three Electric Anxin ，MG General Manager of the Business Unit, Lu Jiajun, said 。 "We hope that all automakers will adopt such standards, as they benefit not only the entire industry but also users. We strive to provide the most reliable, safest, and highest-quality products to users, competing in the market with higher service standards," said Lu Jiajun, General Manager of MG Business Unit, when discussing the Three Electric Cores Safe Promise.

As can be seen from the above ， SAIC Passenger Car has made marketing attempts in multiple aspects ， The purpose is to let more people know about them 。 After all, not all technical issues can be reflected in the product's advantages on the user side at present ， How to let consumers know your progressiveness and choose this brand is more important 。 As can be seen from the above, SAIC Motor Passenger Vehicle Company has made various marketing attempts to raise awareness of its products. After all, not all technological advantages are immediately apparent to consumers. What matters more is letting them know about your advancements and encouraging them to choose your brand.

Because now various technologies are approaching each other ， Join the team 、 After time and money ， Under the stacking of hardware and optimization of software ， The gap between car companies in terms of technology is getting smaller and smaller 。 therefore ， SAIC Passenger Car is well versed in this field and is attempting to expand its reach in terms of dissemination ， To seek the attention of more potential users 。 With all automakers converging technologically and investing in teams, time, and money, the differences in technology are becoming increasingly negligible due to hardware advancements and software optimization. Recognizing this, SAIC Motor Passenger Vehicle Company is actively seeking to stand out in communication and attract more potential users.

for example ， Roewe is here D7 DMH Increase the fuel consumption of the power supply to 3.95L At the forefront level of the industry ， SAIC's Rubik's Cube batteries are also continuously optimized in terms of resistance to battery energy decay and safety performance ， Until today ， Global Sales 30 Ten thousand new energy vehicles equipped with Rubik's Cube batteries have not caught fire ， Not even a single thermal runaway occurred ， This is where SAIC Passenger Cars leads and upgrades in technology 。 For instance, Roewe has improved the fuel consumption of the D7 DMH to an industry-leading 3.95L/100km. SAIC's Magic Cube battery also continues to be optimized for resistance to energy decay and enhanced safety. To date, none of the 300,000 new energy vehicles equipped with Magic Cube batteries sold globally has experienced spontaneous combustion or thermal runaway, showcasing SAIC Motor Passenger Vehicle Company's technological leadership and upgrades.

But from a sales perspective ， The sales of SAIC passenger cars have not matched its technology at all 。 However, in terms of sales, SAIC Motor Passenger Vehicle Company's performance does not match its technological capabilities.

data display ， In the first half of this year ， Roewe cumulative sales 6.1 Ten thousand vehicles ， comparison 2021 Year over year decline 66.7%。 This means that ， past times 3 year ， Roewe not only failed to catch up with the era dividend of electrification transformation ， Moreover, it continues to lose its share in the tide of the times ， Even if it's the latest one launched for the new energy track “D series ”D7 Dual power and D5X DMH， Also there 10-15 In the mainstream household car market worth tens of thousands of yuan ， It didn't create too many waves either 。 Data shows that Roewe sold a cumulative total of 61,000 vehicles in the first half of this year, a 66.7% decrease from the same period in 2021. This means that over the past three years, Roewe has not only failed to capitalize on the benefits of the electric vehicle transformation but has also lost market share amidst the broader industry trends. Even the latest "D Series" models, the D7 Dual Power and D5X DMH, aimed at the mainstream family car market priced between 100,000 and 150,000 yuan, have failed to make a significant impact.

take the reverse into consideration MG， Although in recent years, we have successfully expanded into overseas markets ， In Europe 、 Southeast Asia and other regions have shown good performance ， But in China, it's hard to describe in words ， The main selling models only have sales that have not been supported domestically MG4 EV Electric cars in niche markets MG Cyberster， Sold in the first half of this year 3.7 Ten thousand vehicles ， comparison 2021 Year over year decline 53%。 On the other hand, while MG has successfully expanded its presence in overseas markets, particularly in Europe and Southeast Asia, its domestic performance has been lackluster. Its main sales models, the MG4 EV and the niche electric sports car MG Cyberster, have struggled to gain traction in China. In the first half of this year, MG sold a total of 37,000 vehicles, a 53% decrease from the same period in 2021.

Even in the present moment ， The plug-in hybrid market where domestic brands are generally making efforts ， Mainstream enterprises are more or less “ eat up ” Many shares ， But when SAIC shouted out “ Chinese plug-in hybrid watch SAIC ” After the slogan ， Vehicle models equipped with relevant technologies ， It has not demonstrated its technological advantages in terms of sales either 。 Moreover, brand power has stagnated under the influence of the times ， Causing a slump in sales 。 Even in the current plug-in hybrid market, where domestic brands are making significant efforts, mainstream companies have captured substantial market share. However, despite SAIC Motor Passenger Vehicle Company's slogan "China's Plug-in Hybrid Leader," vehicles equipped with its relevant technologies have failed to demonstrate their technological advantages in sales figures. Furthermore, the brand's influence has stagnated, leading to sluggish sales.

Based on sluggish sales ， The marketing leader of SAIC Motor Passenger Car even expressed some excessive responsibility ：“ Roewe 、MG Not selling well ， It's because our marketing wasn't done well 。” Due to the sluggish sales, the marketing leadership of SAIC Motor Passenger Vehicle Company has even taken excessive responsibility, stating, "Roewe and MG didn't sell well because our marketing wasn't good enough."

of course ， In terms of sales volume ， Whether it's a decline in overall sales or something like MG6 And Roewe RX5 The decline of the explosive effect of a single car model ， SAIC passenger cars are indeed lagging behind ， But if it's entirely the responsibility of marketing ， That's also biased 。 Certainly, in terms of sales, whether it's the overall decline or the waning popularity of individual models like the MG6 and Roewe RX5, SAIC Motor Passenger Vehicle Company has fallen behind. However, attributing the entire issue solely to marketing would be an oversimplification.

Due to the decline in sales ， The reasons are multifaceted 。 Including frequent changes in management 、 Failure in product planning and positioning 、 Execution issues of key personnel in key positions 、 Poor marketing effectiveness ...... These cover a wide range of issues from people to products ， It's not something that can be summarized with just one word of responsibility ， But if there is, then change it ， If there is nothing, we should strive harder ， Daring to search for problems is the first step to solving them 。 The decline in sales stems from various factors, including frequent management changes, missteps in product planning and positioning, execution issues among key personnel, and ineffective marketing efforts. These multifaceted issues cannot be reduced to a single phrase of taking responsibility. Nonetheless, acknowledging problems when they exist and striving for improvement where needed is the first step towards solving them.