Edit | Yu Jie
Production | automobile production
Recently, the automobile industry and commerce learned from relevant people that in the future, the electric vehicle brand R under SAIC will be completely cut out from the Roewe brand to realize more independent operation and use a brand-new Chinese name "Extraordinary".
Automotive sankei found on the website of China National Intellectual Property Administration that SAIC submitted trademark registration applications for "SAIC Extraordinary" and "Fan Fei" on July 22nd this year. At present, the latest process status is in the stage of "issuing acceptance notice", waiting for substantive review.
On July 22nd, SAIC applied for the trademark "SAIC Extraordinary". The latest process of SAIC's extraordinary trademark is to issue a notice of acceptance. The applicants of these two trademarks are Shanghai Automotive Group Co., Ltd., which belongs to the International Classification of Trademarks (Class 12)-means of transport. Trademark/service projects cover the common trademark fields in the automobile industry and may be used as automobile brands in the future.
"Automotive Sankei Shimbun" verified this information to insiders of SAIC passenger cars, and the other party did not deny the existence of "SAIC Extraordinary". A dealer representing R brand said that the regional head of the manufacturer would call the dealer and hold a "refueling meeting". In the future, SAIC will inject more resources into the R brand to operate the brand's new force.
Intellectual progress is slow, and R brand is put on the agenda.
The dealer mentioned above said that at first he wanted to apply for the sales agent of Zhiji brand, but the introduction of Zhiji products was too slow, so he changed his business to R standard.
Smart machine is at least half a year away from delivery, and its strength needs market verification. At the same time, its positioning is more high-end, and it is difficult to undertake the task of starting. Therefore, for SAIC, besides Zhi Zhi, how to quickly enhance its presence in the field of new energy vehicles and then quickly increase its sales volume has become a top priority.
The R brand was originally born out of Roewe, but both the name and the product still have a strong Roewe element.
In fact, last June165438+1October, R brand announced its independence from Roewe and became the third brand of SAIC passenger cars, and the word "Roewe" was removed from the logo. However, the ER6 and Marvel Comics R products currently on sale are actually from Roewe brand. At the same time, Roewe itself has Ei5, eRX5 and other electric vehicle products on sale.
This "tangled" relationship, to some extent, makes the positioning of R brand and Roewe brand unclear, and it is difficult for R brand to play the role of "building a brand new brand".
Obviously, SAIC is also aware of this problem.
R ES33 recently started blind subscription for users. At the Chengdu Auto Show in early September, the latest model of the R brand ES33 released a quasi-production version, and recently started blind ordering by users.
This brand-new model, which will be launched in the second half of next year, has a completely different design style from the two models currently on sale by R brand, and is more like a product that conforms to the future era of electric intelligence.
Previously, when R brand released the R-tech platform, it also said that cars can realize "pluggable, exchangeable and upgradeable hardware, definable software, rechargeable, exchangeable and upgradeable batteries" according to users' preferences, thus establishing a set of * * * creative ecology including users.
There are gaps and opportunities to "imitate" the new power model.
Roewe established a brand-new business model, channels, products and organizational culture when it launched a brand-new R-mark last year. Yang Xiaodong, vice president of SAIC, general manager of SAIC passenger car and founding partner of R car, once said that the R logo carries the historical mission of SAIC passenger car's own brand.
Under such a mission and expectation, the R brand has indeed made many innovative attempts with a strong flavor of new forces. The mode of "OEM service provider+user" established a centralized distribution center, and carried out daily marketing and user community operation. The R space set up by the Huangpu River in Shanghai once became a landmark of riverside.
R space is located on the Huangpu River in Shanghai. However, in the context of the booming performance of the new energy vehicle market this year, there may be room for improvement in R brand sales and market expectations.
According to the data of the Federation, the sales volume of R brand in August was 1960, and the cumulative sales volume from June to August this year was 8304. ER6 and MARVEL R sold 4060 vehicles and 4244 vehicles respectively. In contrast, the sales volume of Guangzhou Automobile AION V, whose price is similar to that of Marvel Comics R, is 10920 this year, and the sales volume of Volkswagen ID.4 family is 16000.
However, the opportunity of R brand is that its sales volume is almost entirely in the C-end market, and its sales quality is higher, which also proves the correctness of the "user-centered" route that we adhered to from the beginning.
In terms of channel layout, official website shows that as of June this year, R Auto has laid out 65,438+000 experience centers in 40 cities across the country, of which 50 have been put into operation. Auto sankei inquired about the list of experience centers in official website, and found that there are currently 80 experience centers in operation.
The scale of such channels is still far behind the 300 stores in Weilai and Tucki, but the number of stores is relatively small. This year's sales channel target is also 200.
But at present, the sales volume of R brand in a single store can be close to 30, which is slightly lower than the ideal, but it is at the same level as Weilai and Tucki. If we can maintain this single-store efficiency, with the acceleration of channel layout in the future, it will also bring about an increase in overall sales.
In the future, if the R brand really opens a new chapter in the name of "extraordinary", will SAIC's "rising road" or at least the overall status quo be significantly improved? I hope that the new layout will make the positioning of each brand in its own sector clearer, and at the same time, it will also give each brand more room to display.