Author: Tian Hui

Unknowingly, sales of the Geometry car have slowly risen to historic highs.

The current sales level is not the goal for a brand born for pure electric vehicles, but the current base and momentum provide Geometry with the opportunity to continue making efforts.

The growth in sales figures is superficial, and whether there is support for sustained growth is the key.

The core driving forces behind Geometry’s recent sales growth are two-fold: one is the real endurance strength of Geometry’s electric vehicles, and the other is the soft power of user operations.

Both the Geometry A and the Geometry C have won several real-world endurance challenges held by various media outlets, proving their strong product power.

In marketing, Geometry has abandoned the traditional high-and-mighty face of the automotive industry and instead chosen to get closer to users. For this, Geometry has built a marketing and service organization and model that is closer to users.

With the hard power of true endurance and the soft power of user operations, Geometry is using the goodwill accumulated during the early stages to quietly gain momentum.

The True Endurance Strength of Geometry

True endurance is a consensus among many electric vehicle owners, and Geometry’s electric vehicles are known for it.

Endurance range is a common pain point for all electric vehicle owners. Some carmakers use battery swapping technology to solve the issue, while others use external fuel extenders. But these are merely temporary solutions. There are two fundamental ways to solve this problem: one is to increase endurance, and the other is to increase the true endurance.

Geometry has not taken the easy way out to solve the endurance range problem but has instead put in the work to resolve car owners’ endurance anxiety.

The first is to improve the price-to-range ratio, i.e., the ratio of price to endurance range.

The newly launched Geometry A Pro model has a version with an endurance of 600 kilometers, with a minimum price of only 148,700 yuan, lowering the price of the 600-kilometer endurance model to less than 150,000 yuan, making it the most cost-effective electric vehicle on the market.

The second is to strengthen technological research and development to improve true endurance.

Starting from the Geometry A, Geometry’s slogan has been “True Endurance, True Safety, and True Reliability.” After upgrading to the Geometry A Pro, this slogan has been implemented, and the endurance range has continuously ranked first in several media endurance tests.

This is not the first time that Geometry has won an endurance award for true endurance. The previous Geometry C won four consecutive endurance challenges held by third-party media such as Autohome.com. Whether it is a winter endurance challenge or a summer endurance challenge, Geometry always ranks in the top three on the leaderboard.The award-winning True-range capability is closely related to the three-electric technology of Geely.

In terms of the hardware of the three-electric system, the Geely A Pro and Geely C models are both equipped with nickel 55 new NCM523 batteries, with the only high-density of 183Wh/kg among peers. The high-end version can be equipped with a 70kWh battery pack, and the NEDC range can reach up to 600km.

In terms of software, the SEM Smart Energy Management System developed by Geely uses an original SOC range algorithm to achieve an accuracy rate of nearly 100% between remaining range display and actual range based on the driving habits of the vehicle owner, enabling more accurate range predictions as the vehicle is driven.

The Geely A Pro and Geely C models are equipped with the Bosch iBooster brake system, which not only shortens the braking distance to the level of 37m per 100km, but also recovers energy with an efficiency rate close to 100%, making up about 30% of the range during driving.

Through the use of technical means of the software and hardware combined, the two models under the Geely brand have achieved positive word-of-mouth among electric vehicle owners, making the True-range capability of Geely a consensus.

Brand Services Provide Soft Power

Geely is changing the marketing model of the automotive industry with a user-centric operation based on three keywords of brand, service, and reputation.

In brand building, Geely has established a “1+N” model.

The so-called “1+N” model focuses on the top 20 cities by pure electric market capacity, where Geely centers around benchmark users and deploys multiple Geely e-Home supermarkets in these cities, guided by the “1+N” model, to attract new users and old car owners to test drive and connect with the brand.

The “1+N” model can quickly increase product exposure and channel extension and reduce the radius of customer service. According to official data from Geely, there are currently benchmark user centers in 20 cities, as well as 45 Geely e-Homes, with a total of 168 dealerships.

Internally, Geely has undergone a large-scale organizational restructuring to adapt to the needs of brand operation.

At the beginning of 2021, Lin Jie, Senior Vice President of the Geely Auto Group, took direct control of the Geely brand. Under Lin Jie’s leadership, the Geely brand has established three major centers of user operation, user development, and product planning, focusing on operations, services, and reputation building for users.

Through changes in channels and organizational structure, the Geely brand has become more accessible to users, attracting customers to its dealerships.The brand needs to be pushed to the users, while the service needs to “suck” users’ attention.

Geometry Auto has created a top-level design plan for servicing users, establishing the “City Operations Manager” as the first responsible person and building the “Zero-distance Service Circle”.

Geometry Auto’s “City Operations Manager” replaces traditional dealers and faces users directly to provide services. From inviting users to test drive, to establishing exclusive service groups for users, to providing free charging and after-sales maintenance vehicles in the “Zero-distance Service Circle”, “City Operations Manager” can provide users with all-round services.

After brand and service transformation, Geometry Auto has more opportunities to face car owners, and user word-of-mouth gradually forms.

However, Geometry Auto thinks this is not enough, and the key to establishing a good reputation is transparency.

In order to make car purchases more transparent, Geometry Auto, different from the traditional offline car purchase mode of asking for prices, comparing prices and bargaining, has creatively adopted a digital ordering process. Through the digital platform for ordering, all vehicle models and configurations, price policies, and discount activities are completely transparent. Consumers can also track the visualized order on the digital platform, achieving full transparency in the purchasing process.

The relationship between users and car companies used to be unequal. Geometry Auto has used a digital platform to make it transparent, making car companies and users equal, which is a thorough transformation.

Brand, service, and transparent digital platform constitute Geometry Auto’s soft power, receiving positive feedback in terms of old car renovation and user loyalty.

In the case of Bing Hu, Geometry Auto’s soft power has seen results. After only one year of purchase, Bing Hu replaced his Geometry A with the Geometry A Pro model after it was launched. It is not common for customers to replace their old car with a new one of the same model in other brands, but in Geometry Auto, this is very common.

In multiple Geometry Auto owner groups, there are examples of owners replacing their Geometry A with the Geometry A Pro model.

Vast Future, Expect Geometry

Geometry Auto has relied on its two products, Geometry A and C, since its establishment. These two cars have left a good reputation in the owner group for their high quality, genuine endurance, and high appearance value. However, the disruptive power of Geometry’s products is not strong enough, and the variety of products is not enough.

As a sub-brand of Geely Auto, Geometry’s new products do not lack technological sources.

Geely has invested more than 30 billion yuan in research and development and industrial investment in the field of new energy, bringing together over 3,000 new energy R&D and engineering talents from around the world. It has more than 300 core patents and technologies in the field of new energy.In terms of pure electric platforms, Geely’s Haohan SEA (Sustainable Experience Architecture) will also start to output models to various brands.

Haohan SEA is an intelligent and evolutionary experience architecture that goes beyond the traditional categories of chassis and powertrain platforms, integrating the hardware layer + system layer + ecological layer, thus providing multiple functions and experiences such as driving, autonomous driving, and intelligent cockpit.

In the future, Geometry products will cover micro to large-size models, all of which will be researched and developed based on the Haohan architecture, including A00 models, mainstream sedans, and SUVs, comprehensively entering the mainstream private user market.

Of course, the creation of the Geometry car product line depends on the empowerment provided by Geely’s “Two Blue Geely Actions” plan. In the second plan of the updated “Two Blue Geely Actions” plan, the main targets for pure electric intelligent vehicles are Geometry and Zeekr.

The Geometry brand is positioned as a high-end pure electric brand, while Zeekr is positioned as a luxury performance electric brand. Both will develop together. In terms of the second “Blue Geely” action, Geely will undoubtedly provide all-round empowerment in technology, products, and ecology, bringing more diversified models to Geometry.

Before more and stronger new Geometry models hit the market, Geometry has already practiced with a team and experience of facing users. Based on this foundation, products and marketing will work together, and the Geometry car is poised to deliver a powerful performance.

This article is a translation by ChatGPT of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.