Everyone knows that this year’s auto market will be more volume than in previous years, but I didn’t expect it to be so volume.
Before the Lantern Festival, BYD took the lead in throwing out the "Wang Fried" that "electricity is lower than oil", and then, a number of car companies came off the scene to follow up on price cuts. At the same time, the prices of new cars that are constantly emerging are also more surprising than each other, basically breaking the previous price system.
On February 28th, when Apple was still discussing the termination of the car-making plan, the first car of Chery’s new brand iCAR, iCAR 03, went on the market, and the starting price of 109,800 yuan was 20,000 lower than the pre-sale price. This is also the unprecedented price of pure electric A-class SUV models, which also shows the true nature of iCAR’s new energy "Tiangong" and Chery New Energy’s determination to be "impolite" this year.
Regarding the price of the first car, Zhang Hongyu, deputy general manager of Chery Automobile Co., Ltd. and general manager of iCAR brand division, said in an interview: "iCAR brand focuses on young people. Today (February 28), everyone was surprised to see this price, but this price is what we have been doing towards this goal. Our goal is’ double 10,000′, which is about 10,000 vehicles per month and the profit level is also 10,000 yuan. "
1、
Since the release of Shanghai Auto Show last year, iCAR 03 has attracted much attention from the market, and it is also one of the most discussed hot new energy models.
The main reasons are nothing more than two points.
First, iCAR 03 takes the trend "square box" as the design core, which undoubtedly cuts the car demand of young consumers yearning for "poetry and distance"; Second, as the "new force" of Chery Group and the vanguard of the group’s "inheritance and evolution", iCAR 03, the first model under the ICAR brand, undoubtedly bears more responsibilities.
In this context, iCAR 03 has brought full sincerity to both the price level and the product level.
In terms of price, the official guide price of iCAR 03 is 109,800-169,800 yuan, which is about 20,000 yuan lower than the previously announced pre-sale price of 129,800-185,800 yuan. In addition to the price, iCAR 03 also provides car owners with lifelong vehicle warranty, three-electricity warranty, free rescue (the first private user), four-wheel drive long-life intelligent driving version, limited time to send lifelong free access to advanced driving assistance functions and other rights.
Of course, if we only rely on the price in this market where there is no maximum volume but only more volume, it is obviously impossible to fight to the end. Therefore, in addition to the price, iCAR 03 has made a lot of efforts on the product strength level.
For example, in terms of practicality, iCAR 03 accounts for 66% of the vehicle’s effective space utilization rate, 64.3% of the vehicle’s interior space release rate, and the oversized rear head space reaches 991mm, ensuring that passengers do not feel cramped when moving in the car; At the same time, the panoramic electric sunroof with a large size of 1.2m2 can ensure good lighting and ventilation.
For another example, in terms of performance, iCAR 03 is equipped with the only iWD intelligent electronic control four-wheel drive system at the same level, which can realize intelligent switching of two-wheel drive/four-wheel drive. The layout of front and rear dual motors provides a strong power guarantee for the whole vehicle, with a peak power of 205kW and a wheel torque of 4,100 N m. It only takes 6.5s to accelerate at zero speed, and it is easy to change lanes and overtake.
In addition to these products, it also includes all-aluminum multi-cavity cage body, sandwich battery pack in cooperation with Contemporary Amperex Technology Co., Limited, hybrid chassis with the same technology as Land Rover Defender and intelligent driving system in cooperation with DJI …
These good product points form a defensive shield and an offensive spear for iCAR 03. With their blessing, this "Tide Box Electric SUV" has more reasons to be expected. No wonder Yin Tongyue, secretary of the Party Committee and chairman of Chery Holding Group, said with confidence that "iCAR should be the coolest, the most fashionable, the safest and the smartest in the price range of 100,000-150,000, and it will definitely take advantage of the situation and become an instant hit!"
2、
From the perspective of product strength alone, as long as it is not a "water army" without brains and blackness, the metropolis will recognize iCAR 03 at different levels and levels.
Zhang Bingfeng, assistant general manager of Chery Automobile Co., Ltd. and executive deputy general manager of iCAR brand division, also revealed that "iCAR 03 has delivered more than 2,000 vehicles since its pre-sale on December 18th, and users have highly recognized this product". This is the achievement of iCAR 03 before its listing and price announcement. Moreover, I believe that under the influence of the starting price which is much lower than the pre-sale price and the good car purchase rights, there will be a wave of order growth in iCAR 03 –iCAR 03 won at least the first step.
But in my opinion, iCAR 03 is far from celebrating.
On the one hand, in fact, there are quite a few "square box" models of this level. In addition to new energy products such as Haval Raptors and the second-generation big dog PHEV, there are also fuel vehicles such as Jetway Traveler and Exploration 06. These products with the same price and the models with similar user portraits can easily be tied together for comparison.
On the other hand, from the point of view of products and technology, the models launched later really occupy greater advantages. Therefore, in order to gain a foothold in this market where there is no maximum volume but only more volume, only strong technology and differentiated positioning can gain an advantage in the competition.
Then how iCAR 03 breaks through and stands out is the most important thing.
Zhang Hongyu gave the answer: "We finally chose the direction of creating unique products for young people. Young people here not only refer to age, but also refer to people with young mentality. We hope to create a distinctive model that will attract them both in terms of styling and emotional experience of users. "
In fact, it is not difficult to "create unique products for young people", but it is obviously a challenge for traditional car companies like Chery.
Zhang Hongyu further added, "In order to achieve this goal, we have set up a huge team in Beijing to focus on studying the preferences and needs of young people. Our goal is to develop products that make young people fall in love at first sight and feel great value when buying. "
In addition to meeting the needs of users at the product level, iCAR 03 also waits for the life of users’ cars in all directions by gaining insight into their individual needs.
For example, the tide reform plan was launched to lead the new trend of modification with users. At the press conference, several modified versions of iCAR 03 were also presented, including outdoor cross-country style, exquisite coffee stalls and band tour cars … For young people who pursue individuality, the attraction is extraordinary.
Another example is channel construction. Zhang Bingfeng revealed that since July 2023, about 200 dealers have joined the iCAR sales network. In 2024, iCAR set a more ambitious goal, and planned to build and operate 300 stores.
Zhang Bingfeng said, "In terms of channel strategy, iCAR will rely on brand experience centers and delivery centers such as 1Space+N Base, as well as supermarkets to shorten the distance between users and products and provide more convenient access."
It can be seen that "creating unique products for young people" is not an empty talk, but a brand concept that iCAR has always adhered to.
Summary:
As the first work of Chery’s "new force" iCAR brand, iCAR 03 is sincerely priced and rich in configuration, which not only gives users and the outside world a "surprise", but also gives opponents a "scare".
According to Chery’s plan for iCAR brand, after iCAR 03, the next iCAR brand will usher in a concentrated outbreak period. "From this year, in the short term to 2026, two new cars will be launched every year. After iCAR 03, the new product V23 will be pre-sold at Guangzhou Auto Show in November this year, and will be officially launched globally at the end of December. Brand Night in Beijing will also release three new cars of the iCAR series under the iCAR brand, including V23, "Zhang Bingfeng said.
So, let’s wait and see how iCAR can make a big fuss about new energy.