On January 5, 2024, Geely Galaxy E8 was officially launched, with the new car selling for 175,800-228,800 yuan.After the press conference, we conducted a media group interview. The interviewed leaders were Fan Junyi, general manager of Geely Auto Sales Company, and Yi Xinyu, executive vice president of Geely Brand Research Institute.The following is a summary of the group interview questions.
Reporter: In addition to product strength, electric cars of this level also need some good marketing techniques and strategies. What will happen next for the Galaxy E8?After the purchase tax adjustment, which types of markets will be more affected this year?What impact and changes will this have on the future layout of pure electric products?
Mr. Fan:Also here, on February 23, 2023, we released the Galaxy New Energy Series.One user commented that in the past year,Galaxy series products have been put on the table throughout the new energy industry.The first one, within 7 months, sold nearly 100,000 cars. Only Geely Automobile achieved this and fulfilled its promise of "only making high-value new energy vehicles".
Second, all Geely Galaxy's channels are independent sales and independent showrooms, which also provide users with an independent and high-quality experience.
Third, Geely Galaxy’s sales have increased month-on-month every month.The most fundamental reason is that quality has won the hearts of users.
After communicating with users, I feel that so far, Geely Galaxy has been on the table in the entire Chinese new energy market and has taken a good first step.The first step is a good start, but what about the second step?What lies before us are some of the reasons we explored last year.
In the first step, we predict that the start will be good, which is in line with the three points just mentioned by the user. I also believe that Galaxy will definitely be able to take the table andsqueeze into the first camp of the entire new energy market in China.How to develop in the future? First of all, Geely Galaxy will adhere to the strategy of joint development of hybrid + pure electric vehicles.In addition to hybrid products, pure electric products will also continue to develop.In 2024, we have also planned a number of pure electric and hybrid products for launch.This is the product side.
Secondly, in terms of technology, there are several key points that make Geely Galaxy what it is today. The first is the strong R&D capabilities of the entire Geely Group, and the second is the manufacturing capabilities.Many companies produce multiple products in one manufacturing base, which has advantages in quantity, but disadvantages in quality control. Geely's manufacturing bases are spread across the country.
Third, Geely has been insisting on safety, including many of the safety things mentioned today. At the same time, we also announced the Geely Safety Experiment Center today, which will be disclosed to the industry and share our technology in the field of safety. Results.
Fourth, Geely has always insisted on being together with users, being market-oriented and user-centered. Geely has been talking about this many years ago and has already done so.
In fact, every product, whether before, during or after development, is inseparable from the user's in-depth understanding.As mentioned at the press conference, Galaxy E8 started from scratch and is the result of the collaboration of multiple departments.We have quarrels and collisions every time, such as whether the screen should be 8K or 4K. The cost of 4K is definitely low, and the cost of 8K is definitely high, but the user experience is good.As just shown, the clarity of a 2K, 4K, and 8K picture is very different. In the end, we decided to use 8K because users like it.
Geely has been saying that it wants to build smart premium cars for everyone, which are high-value premium cars. In today's era of high-end cars, if you pay attention to price, you may be biased.What Geely wants to do is not compete on price. Price war is completely contrary to us.We hope to provide everyone with mainstream, smart, and high-value cars in the mainstream market segments and the mainstream mass market.
We have our own considerations in setting this price. It is my ambition to be the first in China at this level.Now China's new energy companies are facing this problem, but there is one thing: scale is very important. After everything is industrialized and scaled, costs will naturally come down.Just like when setting the price, Mr. Yi said it was this price. I said no, but Mr. Yi said yes. I will see if there is any possibility of the technology being reduced further.
At the same time, we also have a very good and large procurement system. Because of its global procurement capabilities, and through L7 and L6, our suppliers believe that Geely Galaxy can increase production.What suppliers are most concerned about is whether they can increase volume. Selling a thousand units a month, selling five thousand units a month, and selling ten thousand units a month are completely different concepts.
Our young people like Chinese culture and Chinese trends very much, and China's confidence is getting higher and higher.I asked Lao Yi at that time whether our Chinese culture could become a world trend, and Lao Yi said yes.He brought several pictures, and I said at the time that this was a world trend. Later, after polishing it again and again, in the end, this is Chinese culture, Chinese confidence, and the world trend, so today's Galaxy E8 is born.
Mr. Yi: You can take a look. It seems that we haven’t called subversion for a long time. Today we mentioned the word subversion again. Why can it be subversive?It means that this pure electric flagship realizes the needs of this group of people.Users have made it very clear that they must sell Chinese pure electricity without any imitation. They want to support Chinese brands, but in the end they feel that they are imitations, which is not acceptable.We need to incorporate the elements and heritage of Chinese culture into the design to achieve many of our ideas. It may seem like a contradiction, but in fact it will be resolved with our technology.There are also vehicle height and space, etc., including the internal space. We create it together with users, including our insistence on original design, which gives users more cultural confidence.
And the Galaxy E8 not only gives Chinese culture its appearance, but also gives it a world-leading styling design.The 45-inch 8K borderless smart screen is one piece like the Apple concept car, which represents respect for flagship users.This is equivalent to giving many middle-class people more reasons to buy a Chinese brand flagship car.
In addition, we must keep it easy to drive, and pure electric flagships must be easy to drive.We want to make the most comfortable 5-meter pure electric car to give the whole family a comfortable experience during the ride.We have achieved "people and vehicles are on the same frequency" without motion sickness, and the suspension of the entire vehicle is adjusted to be comfortable.
Today also shows that safety is engraved in Geely’s genes.When making flagship models, we put safety first and make way for safety in many areas, including the layout of the cabin, the strength of the door sills, the structure of the entire clover, the safety of the battery, and the frame, all of which meet national standards 2 About times, this is our respect for flagship users.
There is also intelligence, matching Qualcomm Snapdragon 8295 flagship cockpit chip.There is also a 45-inch 8K unbounded smart screen. It is not just three screens connected together. Through some twisting and cross-screen applications, we can realize hundreds of screen splitting and display situations, including full screen, half screen, and The three screens are separated, and there is also a central control screen in the middle. The width can be freely combined.According to everyone's needs, we have made a lot of flexible designs to better meet everyone's needs.This piece is Galaxy’s original design.
Mr. Fan also made it very clear why we dare to call for disruption this time. We have now gained a batch of supply chain systems that have developed together with Galaxy. Everyone has seen Geely’s determination, and the first few products of Geely Galaxy have pioneered the entire industry. We also know what Geely's products are like, and they are very willing to work with us to build a real pure electric vehicle for users and the market.
And this price is not only a subversion of mainstream pure electric vehicles, but also a replacement for luxury gasoline vehicles, which is also one of our goals.There are some reasons why the market for cars priced above 150,000 and around 200,000 has been dominated by Accord and Camry for a long time.But this time we have given you the appearance, performance, intelligence, safety and price. This is our confidence and confidence.
Reporter: Let’s talk about the impact of changes in purchase tax policy on sales.
Mr. Fan: Judging from the current environment, the market competition will be more intense next year, and each company will use its own special skills.Our chairman also said that the master must show his true skills.Judging from the current pure electric market and some early bookings, East China and South China, including the central region, currently have the largest volume. The southwest is Chengdu and Chongqing, which are still centered on the mainstream market.
After the purchase tax is raised next year, pure electricity will definitely still develop, but the development speed will not necessarily be that fast. It also gives us a reminder.Because we don’t walk on one leg, we walk on two roads, and there are oil trucks.We launched the dual flagships of China Xingzhiqing in Zhengzhou last month. This is also the main reason why the entire Geely Automobile Group can ensure that sales continue to grow.We feel that in the fuel vehicle market, the further development will be fuel-electric hybrid technology.Now users are beginning to recognize it in terms of performance, power and fuel economy.Therefore, the impact of the purchase tax next year will not have a great impact on Geely's total sales.
Reporter: Mr. Fan, how do you understand the word "volume", and how do you plan to roll out a moat belonging to the Milky Way?
Mr. Fan:Geely will not engage in price wars, but it is not afraid of price wars.This is a view I have expressed on many occasions.Because if we just fight a price war, the users will be hurt in the end.
Second, why are we not afraid of price wars?The entire Geely Automobile Group has strong R&D capabilities, purchasing capabilities, channel capabilities, and can control costs, so we are not afraid of price wars.What we really advocate is to fight a value war, a service war, and a word-of-mouth war.
After the Galaxy L6 was launched, many teachers asked me how I could compete with other brands’ hybrid products, which cost 99,000 or 89,000 yuan. The Galaxy L6 initially cost more than 110,000 yuan or more than 120,000 yuan.But among the hybrid cars priced between 130,000 and 150,000, we are number one in sales, I think we are number one in user reputation, and user experience is also number one.Geely doesn't want to just focus on price. If the product reaches more than 80,000 or 90,000 yuan, the product experience will not be that good. This must be related to the cost, and it will also lose money.Short-term losses are acceptable, but what if there are long-term losses?The current price is very high, but we have not set the price of the model very low. The average price of the entire Galaxy bicycle is 160,000 yuan.
Therefore, I think that when de-rolling, the roll must be of high value. The roll should be rolled up by someone who provides more services to users, provides more technical support, and provides more security.Volumes in these aspects will certainly be able to drive the common development of the entire new energy industry.If the price of optical rolls means that company A goes bankrupt today and company B closes tomorrow, it must be like this.
If we can’t achieve what we just mentioned in terms of value, user experience, technological development, security, fast charging, urban NOA, AI large models, smart manufacturing, etc., I think there may be no future.This is my view all along.
Positive rolls are motivation, and opening "rolls" is beneficial. Geely Galaxy's products are of high value, its technology is of high value, and its experience is of high value. It can have the last laugh, and Galaxy E8 is the "king of rolls."
Reporter: What strategic significance does the Galaxy E8 have for Geely Group?What kind of mission does it carry?
Mr. Fan: For the entire Geely Automobile Group, the Galaxy E8 is Geely Galaxy’s first pure electric sedan, the Geely brand’s first SEA architecture product, and the Geely brand’s new pure electric flagship, playing a leading role in the brand.
Secondly, in terms of technology, many people say, since there is 800V, why not make it standard?Because we have to meet the needs of mainstream users.In the mainstream user market, many people have performance needs, and many people also have cost-effective needs.This is also to satisfy different users.
Third, for the first time, we have packaged the ecosystem of mobile phones, drones, and satellite communications, which will serve as a good link between the past and the future in the future.The "Meizu 21" mobile phone customized for the Galaxy E8, by swiping the screen with three fingers, all the mobile phone information is swiped onto the 45-inch 8K screen and displayed instantly. It feels very shocking and silky smooth.
The second drone can realize the accompanying function at the back, and some images captured by the drone can be automatically transmitted to this screen.
Third, Geely will launch more satellites in the future.In the Galaxy E8, we tried to unify the mobile phone ecology, satellite ecology, and product-related aspects at once.Taking the entire manufacturing plant in the world as an example, Geely is the only one in the world that has a profound background in car manufacturing and also has smart technology products such as mobile phones, drones, and satellite interconnection!
Integrating the latest technologies such as Geely's architecture, electricity, electronics, and intelligent connectivity, the Galaxy E8 is destined to succeed, both in terms of improving its brand image and market sales.The Galaxy E8 is a key model for Geely to accelerate its comprehensive transformation to the new era, and is responsible for the mission of developing the B-class pure electric sedan market.
Reporter: I would like to ask Mr. Yi, in terms of ecology, Huawei and Xiaomi have their own ecological layouts. What is the gap between Geely and what is the thinking behind it?
Mr. Yi: Today’s “intelligent interconnection” means that cars can be freely linked and easily shared with mobile phones, drones, smart homes, and even satellites.Looking at the world's large technology companies integrating mobile phones and automobiles, only "Hua Xiaomei" has such mass production capabilities.Ecologically, we are more dimensional and complete than they are.The "Smart Geely 2025" strategy has been implemented one by one and realized on the Geely Galaxy. From the improvement of three-power technology and energy supplement system, from the mass production of self-developed chips and operating systems, to satellite interconnection and large models, they have all been implemented one after another. .
Huawei and Xiaomi are moving more of the tablet ecosystem into cars.We also rely on the interaction of the 45-inch 8K unbounded smart screen to make the ecological layout more complete and deeper than many competitors.
Our Galaxy Crystal knob is very powerful and can be comprehensively interacted. Normally it is the volume. When you call it by voice, for example, adjust the air volume to 3, the knob can adjust the air volume. It is a multi-modal control, including pressing it, and you can touch it with one button. Up to 3D space, as well as ten major scenes such as theaters can be reached at a touch.
Also, in terms of voice control, we have also achieved the first place in the industry.The AI model for voice interaction can also be answered in a timely manner by asking it some relevant questions.It responds quickly and is very smart. It can also chat with you, provide active reminders, support voice outside the car, etc.
Mr. Fan: Geely has a relatively complete ecology. Not only does it have its own Meizu, it also has Time and Space Daoyu, which can be used for drones, satellites, etc. In addition, we also have our own peripherals.For the entire ecology, cars are a part of the entire life and entertainment circle.
What Lao Yi just said is very right. The biggest difference between Geely's ecological layout and others is that our layout is relatively broad, and touches every aspect of users' lives and work. There are drones for travel, and there may be more in the future. Much, much more interaction in the car.Galaxy E8 has indeed given me a lot of ecological thinking.
Reporter: Two small questions. One is that the Galaxy E8 is going to subvert. Which brand is it going to subvert? Is it going to subvert some pure electric products?Or a joint venture brand or entry-level luxury?What is the target sales volume?
Mr. Fan: I think the answer to the first question is “both want and want”. The Galaxy E8 is going to subvert the current mainstream pure electric market’s number one product, and it also wants to become a super replacement for luxury joint venture fuel vehicles.This is the first one.
Second, my goal must be to enter the first camp in the entire market segment, or even the first position.I think it has this strength.And in terms of marketing layout, we can also see the determination of the entire Geely company.In less than a year, we have built 650 stores, and by next year the number of sales outlets will reach 800. At this speed, we can better provide our Galaxy users with services and experiences that are different from those of fuel vehicles.
Mr. Yi: Each of Galaxy's products is leading China's new energy into a "new stage" with upward value. The Galaxy series sets a benchmark for every market segment.We must do a good job in this market and compete with battery life, and it is very safe.There are also various aspects of CNC, including safety protection, infrastructure investment, Xingrui large model capabilities, and the entire 7x24-hour monitoring of Geely Xingrui Intelligent Computing Center, which is leading in the entire industry.So far, none of Galaxy's cars have overheated due to battery problems. We have reasons for everyone to choose Galaxy and trust Galaxy in the new energy market.this is our target.
Reporter: I took a look at Geely's results in 2023, and they are still good.So what is the confidence to achieve the sales target of 1.9 million vehicles in 2024?
Mr. Fan: In 2023, Geely will achieve double breakthroughs in brand innovation and value. Annual sales will exceed a record of 1.68 million vehicles, exceeding the annual sales target of 1.65 million vehicles.Among them, new energy has repeatedly set records, moving from "comprehensive acceleration" to "comprehensive deepening".The number of new energy vehicles exceeded 60,000 in December, a year-on-year increase of about 36%, setting a new high for 11 consecutive months.The annual sales volume of new energy vehicles was 487,461 vehicles, a year-on-year increase of over 48%.
There are several reasons for exceeding the target. The base of the first oil truck has been maintained, and the sales volume ranks among the top in the entire market segment.Second, Galaxy L7 and L6 hybrid are an increase, with sales of 100,000 in 7 months.Third, the positioning of geometry products has changed and returned to its proper position. We launched the Panda and Firefly series and made some adjustments to the positioning and models. The current sales are relatively good.
The confidence to achieve 1.9 million vehicles this year also comes from the points just mentioned.But there is one difference. We can hold on to the first one because through the merger of similar items of the entire oil truck market last year, the spread of serialization, including the creation of serialized products, will still persist in 24 years.Among the entire fuel vehicles, the Emgrand, China Star, and Bo series are now on the rise, and when users choose their own brand of fuel vehicles, the products of these four series meet the needs of different market segments.For example, when buying a high-value fuel vehicle, you must choose the China Star series as one of your choices.For example, if you want to buy some starter or popular models, you will definitely consider the Emgrand series as one of your options.If you want to buy some slightly more mature SUV series with good quality control, you must consider the Boyue series as one of your choices.
In the creation of this series, the user portrait is very clear in each segment.I feel that in 2024, half of the success in stabilizing the market share of petrol vehicles has been achieved.The current sales of L6 and L7 are still growing steadily.Now the Galaxy E8 is here, bringing oriental aesthetics, safety heritage, supercar performance, and unbounded intelligence to the mainstream market, making it the first choice for users to buy mainstream pure electric vehicles.Other Galaxy products will be released soon, and Geely Galaxy will continue to bring innovative technologies and products. It has self-developed a new generation of 11-in-1 intelligent electric drive, as well as distributed wheel-side electric drive, so that mainstream products can also have it. "Tank U-turn", as well as new generation CTB technology, self-developed new formula batteries and other top new energy technologies, bring high-value experience, so Galaxy will definitely grow.
In addition to products, we will launch a new pure electric architecture, a new electric drive, self-developed batteries, Ai smart cockpit, urban commuting NOA, satellite and other three electric and intelligent new technologies and achievements, with the confidence brought by new technologies.As well as the system's ecological confidence, including sharing the group's energy replenishment ecology, improving Geely's "space and earth integration" intelligent travel ecology, continuing to deepen new energy and intelligent transformation, accelerating globalization, and building a strong intelligent electrification system.
Therefore, we will go all out to achieve the sales target of 1.9 million vehicles
