A Geometry E that appeared in the annual report of Geely , how does it drive? Will it live up to investors' expectations?
In the 2021 financial report of Geely Automobile Holdings Co., Ltd., it was introduced that new cars in 2022 will be divided into 6 segments. Among them, the Geometry brand will launch a new pure electric SUV, which undoubtedly refers to the Geometry E.
Compared with other sub-brands of Geely Group, Geometry’s sales have achieved the “highest growth rate” in the past year. However, although the year-on-year growth rate has reached 145.3%, its sales volume in 2021 will only be 55,300 units, which is only about a quarter of the Lynk & Co brand.
Therefore, also at the 2021 performance communication meeting, Geely Group executives stated that the Geometry brand will next be positioned in the to B market and return to the to C market, which means refocusing on the market competition of consumers' personal car purchases and expanding sales volume. So can the newly debuted Geometry E successfully fight back?
The eye-catching product strength
I am very honored that the author was able to get a relatively ample experience opportunity on the eve of the launch of Geometry E. Through completely real car usage scenarios, you can fully experience the product performance of Geometry E.
To put it bluntly, it is all a test drive. Why should we emphasize "completely real car usage scenarios"? This involves Geometry E’s first eye-catching product strength that has never been mentioned: low power consumption.
As the pure electric market gradually becomes more popular, more and more consumers are paying attention to power consumption in addition to battery life when choosing a car.
I believe many people still remember that in the first few years when electric vehicles were first promoted in China, although many domestic brands were able to achieve NEDC range of 300km+, the comprehensive power consumption per 100 kilometers was generally 15kW·h, and some even Close to 20kW·h. At the same time, the power consumption of joint venture cars and products can be as low as 13kW·h per 100 kilometers.
On the one hand, this reflects the manufacturer’s level of car manufacturing in the pure electric field. On the other hand, it also allows consumers to feel that battery life is more accurate to a large extent.
In common pure electric vehicle test drive events, organizers often prefer to compete for extreme battery life. Except for a few manufacturers who are quite confident about power consumption, most of them talk about it in one sentence.
With a driving mileage of 909 kilometers, the average power consumption of this Geometry E per 100 kilometers is only 10.7kW·h. For ordinary users, this gives Geometry E’s cruising range (320km, 401km) a higher reference value.
Lower power consumption and more accurate battery life give Geometry E a rare hard power for a pure electric vehicle. In addition, TA also has a lot of soft power that can easily impress consumers.
The first thing is the in-car environment. On the day of picking up the car, this Geometry E had been exposed to the scorching sun all morning. As a new car with a cumulative driving mileage of only about 300km, you would not feel any odor from the interior when you entered the car. At the same time, the air conditioning system also automatically starts ventilation to further purify the air in the car.
With free breathing, all experiences in the car will be meaningful.
Many people will be impressed by the indicator lights under the front windshield in the Geometry E car. Along with the vehicle unlocking, locking, charging and other operations, the indicator lights will have different dynamic effects, which is definitely the finishing touch in the Geometry E car.
However, what many people have not noticed is that there is a very careful logic setting behind this set of lighting effects. For example, the charging status of the vehicle will only be displayed after the vehicle is unlocked to avoid being spied by others; and the door unlocking and locking only It will be displayed in P position, which means it will not interfere with the driver while driving.
Another inadvertent detail is that most models from Geometry and Polestar have the ability to automatically start the vehicle by pressing the brake pedal after getting in, which reduces the need to press the Start button on traditional models. Similarly, when getting off the car, you only need to shift into P gear, close the door and lock the car, and then it will automatically "turn off".In order to avoid accidents, the vehicle cannot shift into D or R gear when it detects that the driver's seat belt is not fastened. Logically, this set of interactions is both convenient and worry-free.
In addition, Geometry E is very attentive to details such as the foldable hook in the passenger seat and the foldable cup holder under the center console. At the same time, this also makes users more comfortable when using configurations such as dual 12.5-inch large screens, a multi-function steering wheel with a flat-bottom design, and knob-type shifting.
The success or failure of geometry, can the product determine the "geometry"?
In recent online reports about Geometry E, the Geometry brand has not been a plus for this new product. As mentioned at the beginning, Geely Group hopes that the Geometry brand will increase sales by returning to the personal consumption market. Judging from the cumulative sales data from January to May, the Geometry brand sold 42,300 vehicles, a year-on-year increase of 349%. Judging from the data, it does not seem impossible to exceed 100,000 vehicles for the whole year.
But at the same time, the "intrusion" of EX3 Kung Fu Cow has also shown some adverse effects. On this model, which was launched in November last year, it is difficult for people to associate it with the Geometry brand in their impressions. Even the front logo is different from the Geometry brand. Moreover, this Kung Fu Ox, which sells for 68,800 yuan to 78,800 yuan after a price increase this year, is still facing public outrage due to delivery difficulties.
If people saw the pride and courage of a traditional car company in transforming into pure electric vehicles when Geometry was first released in 2019, then in recent years Geometry has been hesitant and timid. And this is what makes investors most regretful.
What is even more worrying is whether this problem will extend to Geometry E. Although the product itself has performed quite well, from the time when news of the Geometry E first came out at the beginning of the year until the time when it was approaching its launch, the news about the Geometry E has been very scattered and fragmented, and even in the official dissemination of the product itself It also seems hesitant: the model is named Geometry E, but with the announcement of the pre-sale price, the three specific models (Guilty Tiger, Linglong Tiger, Thunder Tiger) have continued to use the model names reported during the winter test at the beginning of the year. In addition, four The naming of car body colors (green vine, mint, blue lotus, jasmine) has switched to the plant field again.
This way of naming car models, models, and colors from different fields not only makes it difficult for consumers to concentrate when purchasing, but also easily exposes the product team behind the product to be hesitant about the naming method.
In the pure electric market range of 80,000 yuan to 100,000 yuan, the choices left for consumers seem to be rich, but in fact they are very limited. Especially for consumers who are not accustomed to new forces, the only two products currently available are and BYD .
For geometry, this is a very good market opportunity. The quality endorsement from Geely, the unique identity of the Geometry brand, coupled with the excellent product strength of the Geometry E product itself, are at least enough to make car-making competitors in the "old and new forces" highly vigilant.
However, can the Geometry brand really successfully transform and return to the personal consumption market with the launch of Geometry E, and finally let a product from Geometry appear in Geely Group's 2022 financial report and become a new favorite in the eyes of investors? Let us look forward to its market performance after its listing on June 30.
The text is original to [Car K Line], some pictures are from the Internet, and the copyright belongs to the original author. This article may not be reproduced without authorization, and violators will be prosecuted. At the same time, the content of the article does not constitute investment advice to anyone. There are risks in the stock market, so investment needs to be cautious.
