Internet + new energy: Can Roewe eRX5 counter foreign brands?

SAIC Roewe put the wings of the Internet into the car, and after launching the first Internet car, it has to insert another wing for the RX5: new energy. At the Guangzhou Auto Show held today and the first quarter of next year, the RX5 will launch the plug-in hybrid version of the eRX5 and the pure electric version of the RX5 (according to SAIC's habit, the model name is ERX5?). According to SAIC sources, eRX5 will attack more than 200,000 SUV market, trying to launch a counter-attack battle of its own brand with new value in the range dominated by foreign and joint venture brands.

According to the statistics of Sohu's production and sales, the RX5 was listed in July, August and September, reaching 1,620, 8,539 and 13,751 vehicles respectively. As for October, SAIC revealed that RX5 sales have broken the 20,000 mark. This sales ramp rate is really beautiful. So what are the prospects for new energy models derived from RX5?

SAIC Roewe called the eRX5 the first Internet new energy SUV. The two terms of the Internet and new energy are really eye-catching, but what can they bring to the owners?

The first is the best of both performance and low cost. The Roewe eRX5 plug-in hybrid system, the fuel part is a 1.5TGI in-cylinder direct-injection turbocharged engine, with a maximum power of 169 horsepower, which can surpass most mainstream joint ventures including 1.8T Tiguan; the electric part is EDU smart. Electric drive gearbox, with start/generator motor and drive dual motor, the vehicle can achieve ultra-high peak torque output of 704N·m, and ultra-low fuel consumption of 1.6L/100km; the cruising range of 60km in pure electric mode can meet Daily urban travel needs. According to estimates, compared to gasoline models, eRX5 will save nearly 20,000 yuan in usage costs a year. In addition, in the idle and low speed state, the plug-in version of the eRX5 engine does not start, so the vehicle is also quieter. The new value of new energy is unfolded.

Second, of course, the application of Internet technology. The Roewe eRX5 is equipped with Ali Intelligent Interconnect System, which has full-time network connection, intelligent navigation, human-car interaction and other interconnection functions, making travel more intelligent and convenient. The owner can log in to the system with an independent ID identity account, and the individual is connected to the Internet on the vehicle system. Some interesting applications have been implemented. For example, the eRX5 will be equipped with a separate air purification system. When the purification system filter element is used up, the vehicle system will not only prompt for replacement, but also directly give the e-commerce link for the owner to purchase. This is just the beginning. The Internet and the car have just started to connect. The imagination space has not been fully opened. After the intelligent driving gradually frees the driver, the driver can do more things in the car.

In addition, the eRX5 continues the RX5's many interior and configuration advantages. Including 12.3 inch full virtual dashboard, 10.4 inch central control screen, light luxury suede interior and so on. These qualities make this plug-in hybrid model not only have the privilege of unlimited purchase in the city of restricted purchase, but also gain an advantage in the competition of the vehicle's own indicators and fuel vehicles.

Nowadays, new energy vehicles are supported by policies and become a market that many car companies are vying for. However, not all car companies have made sufficient technical reserves for new energy vehicles. The most popular ones are new energy vehicles that have been transformed from old models. In addition, many pure electric vehicles have a high power consumption of 100 kilometers. Although they are zero emissions, the overall energy consumption is not lower than that of fuel vehicles. There are also plug-in hybrid models that are available in both pure and hybrid modes, with high fuel consumption when the engine is driven separately. In this way, the outside world has formed a series of negative impressions on new energy vehicles: it is a new energy new car, but the model is old; although it is new energy, it is not energy-saving; excessive pursuit of power performance is not efficient...

However, the Roewe eRX5 is based on the Net Red model, which is only a few months after the fuel market is listed. It is a truly new development model. As mentioned before, the RX5 is selling well, and the total sales volume has exceeded 40,000. Such a original model is by no means comparable to a model with a near-late life cycle. In addition, the EDU electric drive system used in the Roewe eRX5 not only changes the fuel drive to electric and fuel hybrid drive, but also is more economical and energy efficient than the general fuel car under any working conditions. The engine of the eRX5 is a 1.5T in-line four-cylinder turbocharged engine with a fuel consumption much lower than that of a 1.8L engine with guaranteed power output. If measured by comprehensive fuel consumption, eRX5 fuel consumption is only 1.6L/100km, and the fuel saving effect is more significant. New design, energy saving, such a model is the value that new energy vehicles should have. In this sense, the Roewe eRX5 is a car that can win praise for new energy vehicles.

Roewe RX5 broke through the watershed of 150,000 yuan, and eRX5 is expected to continue to rush to the 200,000 yuan mark. The SAIC Group explained that the RX5 1.5T competes with its own brand SUV, the RX5 2.0T competes with the Korean SUV, and the eRX5 competes with European and American high-quality SUVs. However, in the mid- to high-end SUV market, consumer recognition of the brand has a greater impact on consumer decisions. The Roewe brand has been launched for ten years. Although it is a leader among its own brands, it still lacks brand power in relation to foreign-invested joint venture brands. How do you later complete the counterattack?

The mobile phone brand market has given a model, and Huawei, Xiaomi and other brands have surpassed many foreign mobile phone brands. Roewe eRX5 must seize the market with new technology and new value. When the car company can provide a better ride experience and driving experience, the brand value will gradually emerge. Conversely, when the brand violates technology and value, the brand will not be the brand. Previously, eRX5 had already appeared at the auto show. After the Guangzhou Auto Show was listed, the vehicles entered the market for inspection. It will be clear that SAIC Roewe will use the new value to counter the old brand's tactics.