In 2023, the penetration rate of new energy will exceed one third, and Kelin is facing a transformation and has reached a critical window of innovation. As a result, Lectra launched a brand-new "cross-border" strategic model-Lectra 08.
As the first medium-sized SUV driven by full-array new energy technology, LECK 08 has achieved overall rejuvenation in design, intelligence and power compared with the existing models of LECK brand. From LECK 08, we can see the new development direction of LECK brand in the future: new energy, intelligence and unshakable luxury. ?
After the press conference, Volkswagen interviewed Lin Jie, general manager of Ke Ling Automobile Sales Co., Ltd., to see how Ke Ling understood the changes in the market and what plans he had for the future.
Focus on smart hybrid and accelerate the transformation of new energy.
In 2022, the new energy penetration rate in China reached 27.6%, and in the past March, the new energy penetration rate reached as high as 35%, so the new energy transformation of automobile brands is imminent.
Faced with such a market situation, Lin Jie said: "In our understanding, there is still a demand for fuel vehicles in the automobile market, and it will not be replaced by new energy immediately. The industry predicts that there may be a fuel vehicle market of120,000 this year, but we predict that it will not reach this expectation, but it may still exceed10,000, and this demand is still very large. But in contrast, the growth rate of plug-in hybrid products last year was the highest and fastest. "
Since The release of The? Next? Since the concept car "Tian" began, Lectra has determined the primary goal of electrified roads: the hybrid power market. According to the plan, by 2025, all products of Lectra will be equipped with intelligent hybrid technology to realize electrification of all products. The integrated hybrid Lake 08 represents that Lake has officially opened the road of electrification transformation.
As a brand-new evolutionary work, we can see many design elements and essences of the concept car of the next day on LINKE 08, such as the newly evolved morning light daytime running lights, which are more flat and graphical, more in line with the current aesthetic trend and the identity of new energy.
Of course, as there is still demand for fuel vehicles in the automobile market, Lectra's current fuel product line will continue to be updated and hybrid products will be added simultaneously. And next year, Lectra will launch pure electric vehicles.
In addition to the transition to new energy sources, intelligence is also a very important part of the future layout of Lectra. Lin Jie said: "After our insight, today's users pay more attention to quality, novelty, and the dual enjoyment of driving control and intelligence." In the face of users' increasing demand for intelligence, Lectra has been increasing its intelligence technology for a long time, and brought Flyme Auto, an in-vehicle interactive software that is completely tailored for the whole vehicle and has a silky experience like a mobile phone, to users on Lectra 08.
At Meizu ∞ Kelin Unbounded Ecological Conference, Shen, Chairman and CEO of Meizu Group, said: "Automobile manufacturers without mobile phone software will gradually fall behind." In the future, Lectra will invest more energy in intelligent cockpit driving and cooperate with Meizu to play a key role in smart electric hybrid.
Establish a benchmark for direct sales and luxury goods.
In order to make a smooth transition to the new energy era and even occupy a place in the new energy market, besides the most critical products, the change of business model is equally important.
Whether it is a new brand or a traditional brand that has undergone new energy transformation in recent years, direct selling mode is the main mode of operation. Without preferential routines and complicated bargaining links, direct selling mode can bring a transparent price system and a more concise and effective car purchase link.
Lin Jie said: "What we (Link) are concerned about is that the whole consumers especially want manufacturers to directly connect, and they are unwilling to negotiate with dealers in the sales process, which makes them feel particularly meaningless. Users spend 60% of their time here. Is this what sales people and dealers want? Actually, they don't want to. We see other brands doing direct sales, including complete price transparency, higher order efficiency and spending time on customer service. "
Starting from Kelin 08, Kelin will set up its own brand user direct connection centers in several cities to directly participate in the user operation in this city, including brands and products. And operate in the city through the user center, instead of setting the sales price by the dealer as before. Link will also set up a sales model for dealers, help manufacturers deliver cars, and establish a channel model of compound intelligence.
In the interview, Lin Jie also responded to the recent wave of price cuts in the market: "Now the market is chaotic, but we have always said that we must fight brand wars, service wars and technology wars if we don't fight prices, because price wars are the last way out, including this wave of price cuts. Link insists on his own value marketing. " The brand has never been promoted after pricing, and the price has been relatively firm. Because of our persistence, the overall effect is good, including the preservation rate of 6 1.8%, which is the value persistence. "
In order to cope with the wave of price reduction in the market, last month, Link officially introduced the price protection clause for users to buy cars. During the period from March 15, 2023 to April 30, 2023, if the official guide price and rights of the car purchased by users here are adjusted, the official will take the initiative to compensate the difference. ?
In addition to the change of business model, the market positioning of the brand has also been updated: "We originally positioned the mainstream joint venture brand, but today the mainstream competitors of the brand have changed. China consumers' superstition of joint venture brands is getting weaker and weaker, especially in the field of new energy, and these things have basically faded. The mainstream benchmark we are talking about now is no longer a product of the public, but a better product. In the past, the goal was a joint venture brand, but now it is a luxury brand. "
From benchmarking joint venture to benchmarking luxury, Kelin has always adhered to the style of technological leapfrogging, in order to provide consumers with higher-value products, let users spend the same money, experience better products and establish a brand-new consumer mind.
Kan car said:
Since last year? Next? Since the release of the Day concept car, people inside and outside the industry have been looking forward to the specific measures for the future development of Lectra, and we finally saw it from Lectra 08. Smart electric hybrid in cooperation with Meizu will become the core product of Lectra in the future. Coupled with the brand-new business model of direct marketing authorization, I believe we will soon see a brand-new Lectra brand. Of course, the current situation of market volume can not be ignored, and there are still many things to be done to smoothly transform. Link is not short of experience in breaking the bottleneck. Whether we can successfully "cross the border" and move towards our own "second day" remains to be seen.
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