AutoBeta(AutoBeta.net)04/12 Report--

On April 12, the new brand of Jiangqi Group was officially released, and the new brand was named Jianghuai Yttrium. The brand products will be born in the new base, new company and new platform. According to officials, yttrium brands will focus on the price range of 7-150000 yuan, with target groups of 20-35 years old, single, married or married enterprises and institutions, private enterprises or white-collar workers with an annual income of 30-400000 yuan in new first-tier to third-tier cities.

In addition to the brand launch, Jianghuai Yttrium 3, the first model, was also unveiled. The new car uses the new brand LOGO, evolved from the artistic JAC logo, and uses a black background gold logo. It is understood that Jianghuai Yttrium 3 is positioned as a pure electric small car, which is at the same level as good cats and dolphins. The target consumers are mainly people aged 26-35, and 65% are women.

In terms of appearance, Jianghuai Yttrium 3 will adopt bubble cosmic aesthetic design, new car lights and rims all use bubble elements, and its headlight group is equipped with LED adaptive far and near lights, the whole front is round and lovely, showing cute temperament. On the side of the body, the new car is designed in both upper and lower colors, equipped with a round outer rearview mirror and a hidden electric door handle, and the new car charging interface is located on the left front wing of the car. In the rear part of the car, the shape of the taillight echoes with the headlamp, which has a good degree of recognition after lighting. In terms of size, the length, width and height of the new car are 4025/1760/1560mm, and the wheelbase is 2620mm, which adopts the design of short front and rear suspension and long wheelbase.

In terms of interior decoration, Jianghuai Yttrium has a penetrating crystal panel for the entire console, and the 12.8-inch suspension central control screen (optional 15.6-inch central control screen) has functions such as 5G network, voice control, panoramic image, driving recorder and so on. the interface design is simple, and it is equipped with full LCD dashboard and steering wheel multi-function keys. In addition, the new car also has heat pump air conditioning. due to the design of the shield, there is plenty of storage space under the center console and includes the wireless charging function of the mobile phone. It is worth mentioning that the new car is especially aimed at the needs of female users, equipped with multi-function dresser, large-size cosmetic mirror, hidden hook and other configurations, as well as an active 6-way adjustable seat, which also has heating, ventilation, memory and other functions.

New energy vehicles have become the main theme of the automobile market in the future. therefore, both traditional manufacturers and new power brands will spare no effort to display their leading products and strive to seize the market in the most favorable position. However, Jiangqi Group's new energy transformation path is not smooth, and is not clear.

Affected by the hot sales of Wuling Hongguang MINIEV, small and medium-sized electric products continue to emerge in China in recent years, including BYD dolphin, Changan Lumin, Geely Panda mini, Chery QQ ice cream and other models have been launched, although in 2016 and 2017, Jianghuai Automobile and Volkswagen respectively, and gradually become the contract factory of these car companies, it has always been difficult to make a difference in the new energy vehicle market, but from the performance point of view. The transformation contract factory is not the "good medicine" of Jiangqi Group either. It lacks hot-selling models in the fuel vehicle market, while the new energy vehicle market is dominated by contract manufacturing, which is always difficult to become the mainstream.

On March 17, Jianghuai Automobile announced that in order to further accelerate the development of the company's new energy passenger vehicle business, the company intends to join Anqing New Energy Investment and Development Co., Ltd., Anqing Kaiwu Management Consulting Partnership (limited partnership) and five strategic investors to jointly establish Yttrium Wei Automotive Technology Co., Ltd., with a registered capital of RMB 1 billion yuan. Jianghuai Automobile contributes RMB 400 million yuan with its own funds, accounting for 40% of the total, and is the actual controller.

Jianghuai Motors said that this not only reflects JAC's determination to accelerate the layout of the new energy track, but also helps to further gather social resources, invigorate the mechanism, and enhance the competitiveness and cohesion of the new energy passenger vehicle business plate.

As far as Jianghuai Yttrium 3 is concerned, its product design style and product positioning are very similar to Ola good cats, and its cute appearance focuses on the female user market, but it is not easy to get a piece of the A0-class electric car market. Retail data show that among the top 10 models of new energy vehicles sold in 2022, only BYD Dolphin, an A0-class electric car, made it into the top 10, with annual sales of 204226 vehicles, followed by the likely comparable price of the Nawei V, which sold 95529 vehicles for the whole year. And the third place is Euler good Cat, with annual sales of 61094.

As a traditional automobile manufacturer, Jiangqi Group can not compare with mainstream automobile companies in marketing, and as a new brand, how to make consumers believe and choose new products is particularly important. This is also the new challenge that Jiangqi Group will face after the layout of new energy vehicles.

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