Entering the 2.0 era, Baowo, what kind of changes can happen in the hands of the new leadership, to be honest, everyone must be looking forward to it.
On May 9, Baowo Automobile Brand Day, a three-hour press conference.
As Yang Song's first major event after joining Baowo, the theme of this conference was "BAE Super Engineering Academy". From the name, it can be seen that the tone of this event is completely different from the previous one, and we have not heard " "BBBA" and "German descent" are similar words, but witnessed the appearance of two important models of Baowo, as well as Baowo's new brand strategy and leading technology.
From Futian's purchase of the Baowo brand at a price of 5 million euros in 2014, to Baowo's entry into China, it achieved sales of nearly 30,000 units in more than half a year in 2016. Although the start was favorable, it was ultimately due to product competitiveness Sales of "Germany quality" and other issues, sales have become increasingly unsatisfactory since 2017.
However, the arrival of Yang Song has been given high hopes. Whether he can reverse the consumer's perception of the Baowo brand can actually spy on one or two from this press conference. Obviously, Baowo is going to speak with its products and technical strength.
Yang Song, who had just been promoted to the president of Baowo Automobile Group, did not have too many greetings. He spoke directly and introduced the new brand strategy of Baowo in detail. He defined the entire strategic layout as "X elements" including brands, standards, products, factories, and supply chains.
1. Brand. Baowo is a German brand, which is built according to German quality, but Baowo is also a brand built by China Capital Holdings and China Power. Therefore, Baowo is defined as a "German brand of China Capital Holdings".
Yang Song also introduced the understanding of the safety concept under the definition of Baowo brand. He put forward the concept of "security", not only to achieve the security of physical performance, but also to allow consumers to feel emotionally secure, using 4S, emergency rescue, finance and other services to let users in the process of buying cars Get a sense of travel security. Therefore, the slogan "Baowo security, let you be brave" is also a summary of the definition of Baowo's new brand;
2. Product. "Baowo Safety Space-Time" is the definition of the Baowo brand from a product perspective. This includes 16 electronic safety configurations with 0 second delay, intelligent full-time four-wheel drive 0.12 seconds response time, 1.6 seconds ECALL time to send emergency rescue signal, and 1000 meters radius electronic fence, 79% high-strength steel body, 0.02mg / m3 formaldehyde content and other technologies to create a safe space;
3. Standard. Baowo Automobile has been certified by 47 major countries and 47 countries. Products are built in accordance with EU standards, because the most stringent;
4. Factory. Baowo built a factory in Miyun, Beijing, which was awarded the title of "Sino-German Intelligent Manufacturing Cooperation Pilot Demonstration Project" by the Ministry of Industry and Information Technology. This factory will build products with "soft and strict" standards. For example, 8 kinds of flexible production lines for different models, less than 3 minutes of automatic film change time, 3 kinds of full-item inspection lines, and 16 kinds of 100% full-spectrum road tests, etc .;
5. Supply chain. Baowo currently has world-renowned suppliers including ZF, Bosch, Faurecia, BorgWarner, Valeo, China and other countries, and will build a global quality supply chain in the future.
Interestingly, Yang Song put forward a definition of Baowo users, he called it "know one family", that is, consumers who understand cars, life and love. At the same time, Yang Song also released Baowo Security's future iSA strategy. That is, starting from new energy, gradually implementing interconnected sharing and application of autonomous driving technology in future products.
In the end, you may not even think that Baowo will make itself an "engineer brand" in the future. Baowo currently has three R & D centers in Stuttgart, Beijing, and Silicon Valley in Germany, bringing together a team of elite global engineers. In addition to the regular R & D and manufacturing engineers, Yang Song also proposed the concept of marketing and operations engineers. In his view, marketing engineers are "rigorous and honest to tell the truth, happy and humorous to play with creativity", he even calls himself "the most engineer One of the temperamental Chinese autobots. "
Baowo's "ET Energy View": The new pure electric models BXi7 and BX6 are unveiledAs early as this warm-up event before the press conference, Baowo hinted that the first new energy model, BXi7, would be released at the event on May 9th, and also showed its own view: never advocate new Energy vehicles do not stick to fuel vehicles.
"Not preaching" means "not blindly", while "not sticking" implies Baowo's research and development of product development direction. In the future, it is necessary to walk on two legs and grasp both hands.
Yang Song pointed out that electric vehicle products are difficult to make profits, and face many problems such as insufficient battery capacity and insufficient infrastructure construction. Therefore, if companies give up fuel vehicles and switch to electric vehicles completely, it is actually unrealistic. Therefore, from this perspective, Baowo adopted such a new energy strategy.
It is understood that BXi7 is a pure electric vehicle model built on the advanced and intelligent e-Propulsion EV platform. In terms of power, the vehicle is equipped with a motor with a maximum power of 89kW at the front and rear axles, with a total system power of 178kW and a maximum torque of 390Nm. It adopts a four-wheel drive format and is equipped with a high-energy density ternary power produced by the Ningde era with a capacity of 49kWh. The core, combined with intelligent electronic control management, achieves a balance in energy density, battery performance, and long-term security, creating a safe and efficient new energy travel experience.
In addition, Borgward BXi7 is also equipped with a quick charge function, which can charge the battery to 80% in 45 minutes. It is equipped with an EV-specific B-Link system, which can realize remote viewing of power, charging pile search and other functions. It is reported that the maximum cruising range of BXi7 is up to 375 kilometers. Various driving modes.
It is worth mentioning that the BXi7 battery system has undergone many comprehensive design optimizations, passed multiple verifications including electrical performance, mechanical, climate, safety, thermal management and ELV, and developed several battery safety mechanisms. For example, real-time insulation control, if an abnormality is found, the high-voltage power will be cut off immediately; when the vehicle collides, the battery will also be actively powered off, and the system voltage will be reduced to a safe range. When the driving speed is lower than 45 km / h, the car will emit simulated noise to remind pedestrians and other non-motor vehicles.
Baowo new pure electric SUV-Baowo BXi7
In terms of appearance, the overall shape of Baowo BXi7 is consistent with the fuel version of BX7. The front air intake grille is designed with blue diamond details, and is also equipped with a blue frame, which highlights the identity of its new energy model. In addition, the headlights of the new car have a blackened background, and the openings on both sides of the front bumper have been adjusted. The side and tail of the new car also continue the design of the ordinary version of the car, and the new charging interface is located above the left rear wheel eyebrow. In terms of interior, in addition to the obvious blue trim in the car, the BXi7 has also been adjusted accordingly in terms of the shape of the handlebar, the style and function of the dashboard.
At the same time, the conference also announced the price of BXi7, the final price of the four-wheel drive flagship and four-wheel drive elite subsidies were 305,000 and 285,000 yuan, respectively. The most important thing is that it will be the first four-wheel drive pure electric SUV delivered in mass production in China. It has already begun to provide consumers with reservations, and it is expected to be delivered soon.
In the end, "Engineer" Yang Song threw up the 3Via meter-level satellite positioning technology for the BXi7 model, which will solve three major pain points:
1. The positioning error in the horizontal direction is less than 1 meter, which solves the problem of the positioning of the lane (main and auxiliary roads);
2. The positioning error in the vertical direction is less than 1 meter, which solves the problem of accurate positioning of multi-layer interchanges;
3. The positioning error of the underground garage / tunnel is less than 1%, which solves the problem of positioning without satellite signals.
It is understood that this technology uses a 3-mode satellite-based algorithm (GPS + Beidou + Galileo + satellite-based enhancement) and a 3-dimensional ratio high algorithm (triple-mode satellite + high-efficiency inertial navigation + altitude sensor), generally existing passenger cars only It can achieve a positioning accuracy of 10m, but the positioning accuracy of 1m can be achieved by using this "3Via meter-level satellite positioning technology", and the positioning accuracy of autonomous driving will be reduced to 0.1m in the future. Yang Song pointed out that, because this positioning technology is to be applied to mass-produced models, it must also be adapted to the installed vehicle, so it will enter mass-produced models for consumers as soon as the end of the year.
The launch of BXi7 is the first step of Baowo Automobile's Energy of Twins (ET) energy concept, which means that Baowo Automobile is moving from a new starting point. In the current era of unprecedented changes in the global automotive industry, Yang Song said that by integrating global superior resources and forward-looking technology, Baowo Automobile can rely on dual production qualifications that can produce traditional fuel vehicles and new energy vehicles, and support parallel production. On the e-Propulsion platform of the two types of models, Baowo Automobile will simultaneously carry out the research and development, design, production and sales of traditional fuel vehicles and new energy vehicles to promote the comprehensive and healthy sustainable development of the brand.
As an insistence on the traditional fuel car, Baowo also brought a brand new BX6 model this time, which is a subdivided model for the "understanding family" who pursue the ultimate performance.
Baowo BX6 is a production version of the BX6 TS concept car unveiled at the Beijing Auto Show. The new car adopts the coupe SUV shape and the front face is the Baowo family-style straight waterfall air intake grille. The rear uses a sleek GT design, which is the essence of a Coupe SUV. The shape of the taillights is more formal, echoing the headlights, and the exhaust has a four-sided design. In addition, Baowo BX6 is equipped with three GT sports steering wheels and sports eagle wing ring body cockpit.
It is equipped with a 2.0T high-power turbocharged in-cylinder direct injection engine, with a maximum power of 165kW and a peak torque of 300N · m. It is matched with a 9-mode 6-speed manual automatic gearbox that supports 9 driving modes. Switching, including automatic mode, cruise mode, uphill mode, downhill mode, manual mode and sports mode full of driving fun, as well as plateau mode, ECO mode, high temperature mode, can be at any time according to different road conditions, driver preferences and Demand brings a smooth shifting experience, and brings a 7.1L comprehensive working condition fuel consumption of 100 kilometers under leapfrog power.
In addition, Baowo BX6 also comes standard with 4 MAX intelligent full-time four-wheel drive system, which can cope with various complex road conditions such as wet roads, high-speed cornering, and ramp driving. In addition, BX6 includes 16 ESC intelligent control assist systems including EBP, ESC, TCS, etc., to further enhance driving pleasure and ensure safe driving.
It is reported that Baowo BX6 will be available in dealer stores nationwide from now on, and all car owners will enjoy the same lifetime warranty service as BX5 and BX7 models. The prices of the two models are 198,900 yuan and 182,800 yuan respectively.
"Baowo Mode" defined by mathematical formulasAt the end of this huge information conference, Yang Song once again showed the mathematical formula. In 1696, Swiss mathematician John Bernoulli proved the speed curve equation, and this speed curve is also the trajectory (spin line) of any point on the wheel in the air. Yang Song said that this formula can just represent Baowo's unique development model. Foton hopes that with the help of the Baowo brand, it can enter the global stage as soon as possible. Although the brand acquisition is realized with the smallest investment, the largest product investment will be made in the future. Therefore, the formula of Baowo model = min (brand acquisition) + max (product investment) is well defined.
There is no doubt that Yang Song's addition is another rebirth for the Baowo brand. From the initial marketing strategy of "German quality" and "German origin", to the focus on the centralized dissemination of products and technologies, and the launch of a brand strategy that can resonate with consumers, it can be said to be a Baowo style 1.0 → 2.0. evolution.
However, considering that Chinese brands represented by Geely, Great Wall, WEY, Trumpchi, SAIC, etc. have formed strong competitiveness, these brands have strong system capabilities, product distribution in various sub-sectors, and higher cost performance. For Baowo, the BX7 and BX5, which currently focus on the mid-to-high-end luxury SUV market, have already been listed, but the BX6 and BXi7 to be launched next are all products that are not very capable. Therefore, how to revive the sales of BX5 and BX7 is also the focus of Yang Song ’s team
In addition, channels are also crucial for Baowo. Good sales performance can only be achieved if the channels are laid well. At present, Baowo is facing great challenges, from people to products, from brand, marketing to channels. Entering the 2.0 era, Baowo, what kind of changes can happen in the hands of the new leadership, to be honest, everyone must be looking forward to it.
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