High-end, self-owned brand's "new normal"

On December 15, 2014, Geely Borui, the first mid- to high-end sedan in Geely, officially debuted at the “Water Cube” in Beijing. Geely Borei, which was positioned as a pioneering figure after the transformation of Geely, was positioned as a “senior dynamic car” and entered the B-class car market. Since then, one of the ranks of the independent brand limousine has been added.

Geely's "Sword" is reasonable and unexpected

In recent years, independent brand car companies have started to launch mid-to-high-class cars such as Hongqi H7, Changan Ruixin, and Roewe 950. The listing of Borui is even more impressive: Fast-back silhouette, international design team, 1.8T turbocharged engine, Australian DSI six-speed tiptronic gearbox, rich active safety equipment, advanced in-vehicle air quality control system, advanced sport suspension... From design to configuration, Borui “Maschinen” is full.

"It's reasonable but unexpected." An insider of the auto industry stated that in recent years, the joint-venture brands have been dropping down. The A-class car market originally belonging to its own brand was severely seized. The offense was the best defensive. The independent brand had only the “Sword” and the base of the joint venture brand— - The mid-to-high-class car market launches an offensive in order to compete with the joint venture brand. "However, the rapid development of independent brands, Borui configuration of luxury, or people are very surprised." He said.

An Geinhui, the president of Geely Holding Group, told the Automotive Industry and Development Network that Geely Borri’s parts suppliers are world-class manufacturers like Bosch and Harman. There are more than 100 such suppliers, most of which are shared with Volvo. of.

Borui's spare parts are one of the best brands in the world. I believe Borui will be a world-class product. “Feng Qingfeng, vice president of Geely Holding Group and Dean of the Geely Automobile Research Institute, told the Automotive Industry and Development Network that integrating the best resources in the world into one vehicle requires a deep skill. Technically, Geely is not only Played its own years of accumulation, but also carried out multi-directional cooperation with Volvo.

At the press conference, Hankang, President and CEO of Volvo Cars, Inc. Samuel also attended the event and called for Gilliebury’s platform. In Anconhui’s words, this fully demonstrated the “brotherhood” of Geely and Volvo.

High-end, self-owned brand's "new normal"

In some people’s view, the self-owned brand is a “do not count” or “infamous” but Lin Jie, general manager of Geely Group Automobile Sales Co., Ltd. believes that this is an independent brand “going out” and “going up.” A stage that must go through, but now, independent brand manufacturers represented by Geely are ready.

Looking at the history of the development of Chinese automobiles, the development of self-owned brands has experienced a price-oriented and function-oriented development stage. Today, with the improvement of people's consumption level and the maturity of automobile culture, self-owned brands are also in urgent need of functional orientation. Quality-oriented changes, while high-end cars will become powerful "hands."

The data show that from 2011 to the first three quarters of 2014, the mid-to-high-class car market grew steadily at an average annual rate of 9.7%. In 2014, the overall sales volume of the mid- to high-class sedan market is expected to reach a record high of 1.9 million, making it the fastest growing One of the market segments.

In the past, we only built A0-class cars. When we wanted to build A-class cars, many people worried that we were not strong enough. However, the emperor allowed us to gain a firm foothold in the A-class market; now, we have to do B-class cars. Believe that Borui will also win respect in the market. "An Zhihui said to the Automobile Industry Economics Network.

In fact, Geely had received an order when Borui had not yet appeared. On October 30, 2014, Zhejiang Geely Holding Group and the Foreign Affairs Service Bureau of the Ministry of Foreign Affairs signed a strategic cooperation agreement. 50 Geely Boreis and 20 Volvo S80Ls became foreign affairs concierge appointment vehicles of the Ministry of Foreign Affairs' diplomatic service bureau and envoys to China. Cars. Diplomacy represents the image of a country. Its car specifications and quality standards are very strict. Borui can be a successful finalist, and it is "not a day's work."

"Of course, the focus of Borui's sales will not be in the procurement of official vehicles. Private consumption will be the focus of Borui's marketing." Lin Jie said to the Automotive Industry and Development Network.

"Each person's boutique car" is a brand new vision of Geely Automobile. Previously, some self-owned brands launched mid-to-high-end models and focused on the official car market. However, the pace of bus reforms has accelerated, and the sharp drop in demand has left these independent brands unprepared and even squandered. Clearly, Geely has absorbed the lessons learned from the high-end of its own brand.

According to An Zhihui, Borui is the first Class B car built on the Geely KC platform, but it will not be the only one. In the future, Geely will launch more mid-to-high-end models. According to the Automotive Industry and Economic Network, with the accumulation of technology in Chinese auto companies, branding and high-end will become the “new normal” for independent brands.