ICAR03 has sold over 40,000 yuan! Top management： penetrate the 100,000-level youth market.

After winning the first sales volume of the new energy box SUV, we continued to launch a new product-rich product camp. At this year’s Chengdu Auto Show, the brand-new model of iCAR03 was officially launched, offering two versions: two-wheel drive long-life version and four-wheel drive long-life version. Both versions come standard with 69.77 kWh, using Ferrous lithium phosphate power battery pack provided by Contemporary Amperex Technology Co., Limited, and the battery life exceeds 500km. This makes up for the lack of only two-wheel drive version of iCAR 03 before, which improves the strength of the whole vehicle.

From the price point of view, the official guide price of iCAR 03T is 139,800 yuan-149,800 yuan, and the price of iCAR 03T comes to 114,800 yuan-124,800 yuan. This price overlaps with the pricing of the two-wheel drive Yuechao version and Zhichao version of the previous two-wheel drive version of the battery life 501. This pricing also fully demonstrates iCAR 03T’s determination to continue to smash the table and impact the market.

ICAR 03T has also made many changes in the product, many of which are the results created with users. For example, users want to enlarge the near-ground angle and departure angle, and raise the ground clearance, and hope that the car as a whole will present a tough style. The no-load ground clearance of iCAR 03T has reached an astonishing 225mm, which is matched with the approach angle of 27 degrees, the departure angle of 31 degrees and the passing angle of 20 degrees; With the completion of iCAR 03 and iCAR 03T, iCAR will launch a more fierce impact in the new energy box market.

More importantly, behind the innovation of iCAR this time, it also shows that this new brand has finally found the right direction. "(A few months) 40,000 vehicles, I think this direction is right." Zhang Hongyu, deputy general manager of Chery Automobile Co., Ltd. and general manager of iCAR brand division, said. ICAR launched its first product, iCAR03, in March this year, which is a square box-shaped pure electric SUV.

As the pioneering work of iCAR, this product represents the thinking and direction of Chery New Energy in electric vehicles. ICAR’s goal is to become a favorite brand for young people.

Yin Tongyue, Chairman of Chery, defined iCAR as a "new special zone" created by Chery Group. He said that Chery Group will spare no effort to support the development of iCAR, with no upper limit on investment, and pool the best resources and cutting-edge technologies to ensure the coolest and best cars to help iCAR enter the first camp of new energy. In terms of product arrangement, iCAR divides the models into three sequences:

Among them, iCAR 03 stands for "0 sequence", pointing to the direction of science and technology and refinement; V series refers to the off-road style, and the representative product is V23；; The X series is a brand-new single-car new species, and it is expected to focus on a brand-new market segment that does not take the usual path.

ICAR has its own thoughts on such a product arrangement. "Young people want to be innovative, change and different. They hope that products and brands can show their emotional value and let their needs be respected and met." Zhang Hongyu said.

01

Channel upgrade: 300 layouts have been completed.

The launch of iCAR03 is based on this initial intention. In the last year or so, the iCAR team has done a lot of research and found that although there are many new energy products on the market, few of them can really get the real needs of young people. Just like this, iCAR is determined not to take the road of homogenization in products, but to meet the unsatisfied needs of young people with insight.

However, it is not enough to have good products. If you want to give young people a good car, you should also have the sincerity to make friends at the price. For the new forces, it is too difficult to do this.

Just like this, at present, many products that are so-called for young people are actually aimed at "high-end players", and the price is more than 200,000. But for the vast majority of young people, they can’t make suitable products. For iCAR, this is its advantage. Relying on the big Chery system, iCAR has the ability to vertically integrate technology, quality and supply chain, which enables iCAR to effectively improve efficiency and reduce costs.

"Backed by the technical supply of big Chery, we skillfully brought the advantages of big factories to the extreme, knocked down the cost and made friends with young people." Zhai Xiaobing, executive deputy general manager of iCAR Automobile Marketing Company, said.

In addition to having the most powerful supply chain in the industry, iCAR implements careful configuration in product strategy. The precise choice of the functions is not to be far ahead of the technology or the comprehensive coverage of the functions, but to let different young people or people with young mentality find a car they like under the brand. In terms of function, it can not only realize the early adoption of new technologies, but also use cars at low cost, which is the real car for young people.

Exactly. In fact, the performance of iCAR03 far exceeds the sales figures now displayed. Zhang Hongyu said that the official listing of iCAR 03 was actually in March, but because all channels of iCAR were still incubating at that time, there were only 30 stores in total, and the overall channel capacity was far from enough. But under such circumstances, iCAR sold more than 5,000 vehicles in the first month after listing. At present, the important task of iCAR is channel construction, especially in the second half of the year, the expansion speed of the whole channel has accelerated.

It is reported that as of August, iCAR brand has completed the construction of 300 brand centers. With the completion of the capacity building of the whole channel and the arrival of new products, the subsequent market expansion of iCAR is believed to be more fierce.

02

New product attack: iCAR V23 is a killer.

In terms of products, at present, under the banner of iCAR, the V23 model that iCAR cooperates with Zhimi is the most concerned at present. Still take the route of pure electric city boutique off-road vehicle.

From the design point of view, this car has a unique shape, four wheels and four corners, which is very recognizable. ICAR V23 has a body size of 4220/1915/1845mm and a wheelbase of 2730mm. ICAR V23 benefits from the design of four wheels and four corners. The approach angle and departure angles of the new car are 42/43 and 40/41 respectively, and the minimum ground clearance is 206mm/212mm (two-wheel drive/four-wheel drive). ICAR V23 has a single motor rear drive and two versions, the four-wheel drive model is equipped with a 21-inch "Bigfoot", and as an electric car, it has a maximum endurance of 500km. In addition, the new car also has an L2++ intelligent driver assistance system and a car with 8155 chips, which is very suitable for the current needs.

ICAR V23 also has L2+ driver assistance system. What is more noteworthy is that thanks to the intervention of Zhimi Technology, the application of new cars in driver interconnection or life entertainment system is also worth looking forward to. On the evening of August 13th, Su Jun, founder CEO of Zhimi Technology and chief product officer of iCAR, released such a Weibo, accompanied by six pictures tested by iCAR V23 in Turpan. This also means that the time to market of this car is getting closer and closer. For iCAR, V23 is not only the second car but also the beginning of V series products. In addition, this is the first car after the integration of iCAR and Zhimi team, which represents the birth of a new car-making model.

It is reported that the product definition, modeling design, engineering expectation and marketing of iCAR V23 are all the responsibility of Zhimi team. Chery iCAR is responsible for development, production, channel construction, sales delivery and service. Because Zhimi is a company owned by Xiaomi, many netizens call V23 "Redmi Square Box". After its appearance, this car boarded the overheated search only by its styling, which attracted enthusiastic attention and discussion from netizens. Especially in the price, everyone has great expectations for the price of this car.

Interestingly, several subsequent products of Chery’s iCAR cars will have extended range schemes, and it is not certain whether the extended range model of iCAR V23 can be launched simultaneously with pure electric vehicles. However, if an extended-range car is launched together, I believe it will be very competitive.

03

Building an ecological platform: making a thorough market segment

In addition, iCAR is also thinking about how to make young people like this brand more, grow and progress with enterprises, and have more interaction. Therefore, with the arrival of iCAR03T, we have also added some thoughts about users, such as the "ecological opening" that iCAR is doing. On the one hand, iCAR will become an ecological platform that young people like, entrepreneurship, lifestyle, etc. "iCAR will help you meet." Zhang Hongyu said.

On the other hand, iCAR invites young people to create products together. Your dreams, your exclusive customization and the things that young people like you can all be put on the iCAR system.

In addition to these two parts, iCAR will also be open to the partners of the whole society, such as car, life, fine products, modification, etc. As long as they are partners who meet the brand tonality of iCAR, they will jointly develop and create more ecology. "The brand will gather brand partners and young people with dreams with an open and diversified attitude, so that the personal value of young people can be realized on the platform of iCAR." Zhang Hongyu said.

He stressed that the goal of iCAR is not to produce many cars in many sequences, but to help young people realize their needs through products.

"We are more pursuing unique and refined, not big and complete. More models will be left for us to create with users and friends. On the basis of co-creation, we will choose the mechanism, control the quality and improve the service." Zhang Hongyu said.

From iCAR03 to iCAR03T, and then to iCAR V23, it can be seen that in the youth market, iCAR should deepen this market, especially at the level of 100,000 yuan. At present, the 100,000-yuan new energy vehicle market is the largest, but it is also one of the most rolled markets. Zhang Hongyu said that although the market competition is fierce, she is confident that she will do a good job in the 100 thousand market. This is due to iCAR’s "explosion methodology".

Zhang Hongyu explained that iCAR products are based on the business model of "explosion methodology". Simply put, it is to assume the success of this product, and then carry out the supply chain and technical route to match the layout. According to this setting, relying on Chery’s large-scale system capability and scale advantage, we will vertically integrate a series of capabilities such as technology, products, quality and supply chain to achieve the ultimate efficiency. "This is also the fundamental reason why we can launch explosive products in such a short period of time, and it is also the core factor to support the iCAR brand to remain competitive in the increasingly competitive market." Zhang Hongyu said.