"No company in this market is' double eugenics'. For SAIC passenger cars, we must be double eugenics with excellent academic performance and run out of advantages on two tracks at the same time. This is our goal. "

Yang Xiaodong, vice president of SAIC, general manager of SAIC passenger cars and chief co-founder partner of R Automobile, said that "Track Two" hopes to win both high-end and scale.

This is the ability to fold two eras.

For traditional car companies, scale is paramount; For a new generation of car companies, the high-end route is currently a less crowded choice. Although all roads lead to the same goal in the end, the former is the confidence that the latter can't reach at present.

As a large-scale player, Roewe brand defines "new national tide", breaks the circle and attracts the attention of a new generation of consumers. At the high end, SAIC R brand stands on the shoulders of giants, radical and open.

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Scale track: Roewe's new national tide

April 23, "Changsha Red Night Shake". "Braving the Wind and Waves" and "Your Sister in Spring" are atmosphere groups that attract young people.

Under the funnel of such a "new national tide", the brand-new Roewe i5 is listed at a price of 67,900-89,900 yuan, which is the responsibility of the Roewe brand.

In the first quarter of this year, the overall sales volume of SAIC passenger cars exceeded 200,000, a record high. Among them, the cumulative sales volume of Roewe i5 in the first quarter exceeded 33,000 units, occupying a place in the field of self-owned brand cars.

This is Roewe's duty and defense. Yang Xiaodong said, "Roewe takes the traditional track and pursues the scale of quality, which is our advantage and just what other new companies don't have. Finally, everyone should be large-scale, and both scale and quality are the most important. ? "

On the basis of scale and quality, this year, with the appearance of the new series "ME", Roewe has taken another step forward in the level of youthfulness and personalization. At Shanghai Auto Show, Roewe Whale, the first product of ME series, appeared in front of the public with innovative design language.

At present, Roewe has more home users, and the products of Roewe me series will change direction to cater to the consumption concept that needs to express self-appeal.

"Roewe Whale chose to meet you on such an important day as the Shanghai Auto Show. We don't want it to be a very traditional car, but a jumping car. Compared with other Roewe cars, it has more distinctive characteristics, especially high recognition, and carries the mission of Roewe to open up new markets. More active and extreme is the declaration of Roewe brand. " Son Ye Jin, deputy general manager of SAIC passenger cars, said.

The significance of "we" in Roewe is embodied in RX series and I series, which meet the travel needs of young family users, and the personalized expression of "I" now has a new choice. At this point, Roewe brand has covered the whole user group more clearly.

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High-end track: the imagination of R car

If the Roewe brand is down-to-earth to give users a cost-effective choice, then the R car is looking up at the stars and bearing the imagination of users.

Yang Xiaodong said, "Imaginary boundaries are difficult to define, so we don't define users. R brand has the brand foundation of SAIC, so it doesn't need to be sold to a certain circle. We feel that users pursue technology, while human beings pursue imagination. This is where we are different from others. "

Therefore, for the R car, Yang Xiaodong said confidently, "All users are the same, and users cannot be labeled."

However, how to solve the personalized problem that has attracted much attention at present? R car gives the user the right to define.

This is a model that users can participate in a lot.

Before the auto show, R Auto announced the R-tech platform. According to users' preferences, the car can realize "the hardware can be plugged, replaced and upgraded, the software can be bought, sold and defined, and the battery can be charged, replaced and upgraded". This also confirms that the goal of R car is not only a technology product like Tesla, but an entire ecosystem like Apple.

To satisfy the imagination of all users, the ability of R car must be backward compatible. Therefore, the first autopilot solution on Marvel Comics R combines lidar, 4D imaging radar, 5G V2X, high-precision map, visual camera and millimeter-wave radar.

"In terms of the use of hardware, R car may be the most radical one in the world at present."

Yang Xiaodong's self-evaluation is "radical" and he doesn't shy away from "futures inquiry", because many of the hardware to realize these functions are works that have not been used in mass production for the first time in the world. "Innovation is bound to be full of uncertainties and risks, but innovation means continuous exploration. If we wait until everything is mature before using it, it will never be technology that will fulfill our imagination. We must find ways to realize everyone's imagination first. "

At the same time, the R brand created together with users should also provide users with comprehensive services.

Jiang Hui, chief operating officer of SAIC R, told SAFE that the sales target of R brand this year is 20,000 vehicles. More important than sales volume is smoother communication between brands and users.

To build channels, in addition to continuing to expand the coverage of offline experience stores and laying a wider charging network, online processes also need to be carefully polished.

R brand will dissect every contact according to the user's mileage, not only to take the pain point, but also to make the customer experience better. Jiang Hui said that many pain points have been solved last year, but the user experience is not good enough. We should pursue a more extreme experience this year.

For the future new energy automobile market, R automobile also has its own "imagination". Yang Xiaodong believes that the annual sales volume of China fuel vehicle market is around 5 million in the range of 200,000-500,000. "How many traditional cars there are, how many new energy vehicles there will be in the future."

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Write it at the end

If SAIC passenger cars want to be "double eugenics", Roewe, R brand and MG will blossom more.

Now it seems that Roewe's "stability and accuracy" and R brand's "high and precision" are fighting each other with two sets of logic, and they also support each other in the brand.

SAIC Roewe brand has just renewed its contract for one year, and the brand-new Roewe and R brands have just started. Their starting posture is elegant, but in this marathon of automobile industry reform, facing the competition and correcting their own trajectory at all times is the next effort of SAIC passenger cars for "double eugenics".