Author: Feng Jingang

As a new powerhouse brand under Geely, Geometry has ushered in a critical battle – the Geometry E.

Finally Waiting for Ye Xin?

If there is a new powerhouse brand with a bumpy fate, it should be Geometry, which has been questioned by many general managers before. However, the highlight moment always stayed in Singapore in 2019.

Until August last year, news came that Ye Xin took over as the new head of Geometry. Nearly a year has passed since then, and Geometry seems to have quieted down in the rhythm of storms and rain, gradually moving towards the right track.

Despite the delivery obstruction caused by upstream battery supply this year, it is a common problem in the industry rather than a problem of Geometry alone.

In the May 2022 ranking of New Power Brands, Geometry ranked fourth with a score of 4513, which was only surpassed by Chery New Energy, GAC Aion, and Great Wall Euler. Although there is still a big gap with these three, the important thing for Geometry itself is that it has come out of the darkest moment, which is undoubtedly a more positive signal.

Undeniably, under the leadership of Ye Xin, Geometry has taken a pragmatic and correct path. So, is the most suitable candidate for Geometry still someone from Geely itself?

Of course, in order to prove that Ye Xin is the one that is “right” for Geometry, he still needs more efforts.

For Geometry, the most important task for Ye Xin at present is undoubtedly to boost sales. Whether or not it can fulfill Geometry’s initial vision of leaping to the global market, at least it should stand shoulder to shoulder with or surpass the three new power brands mentioned above.

Currently, Geometry’s best-selling models are the Geometry A and C with a price of about 150,000 yuan, while Chery New Energy’s best-selling models are priced below 100,000 yuan, GAC Aion’s best-selling models are priced similarly to Geometry, and Great Wall Euler is mainly focused on the market below 150,000 yuan.

Therefore, as long as Geometry supplements products at a price range of around 100,000 yuan, or even below 100,000 yuan, its sales performance is bound to improve. It is not as difficult as Ye Xin imagined to stand shoulder to shoulder with or surpass the above three new power brands.

Recently, the Geometry E was officially launched. Its arrival can be said to perfect Geometry’s product matrix from A0 class to A class, which has very important strategic significance. It can also be said that it sounded the horn of Geometry’s counterattack, which is also an important battle for Ye Xin.

Therefore, how strong is the product power of Geometry E? How will it perform in the market? Can it fulfill Geometry’s mission for it?

Geometry E Debuts

Nowadays, it is not difficult to win the pure electric market below 100,000 yuan, as long as the product power is not too poor and the target users are clear enough, there is room for development.# Geometry E positioning as “Youth Premium Pure Electric SUV”, aimed at the young commuting market. Compared with new forces models such as Euler and Leapmotor T03, Geometry E proposes a differentiated premium feature. Therefore, in terms of positioning, Geometry E is “I want all of them”.

For the increasingly mature small electric car market, the positioning of Geometry E is not adventurous. Doing just private domain is no longer in line with the identity of a large group like Geely. If you want to do it, you must be comprehensive.

Geometry E has three models: Cute Tiger, Lovely Tiger and Thunderbolt Tiger, evolving from cows to tigers with more gimmicks. The post-subsidy prices of Geometry E are 86,800 yuan ($13,427), 97,800 yuan, and 103,800 yuan, which is slightly more expensive than outstanding models such as NETA V, Euler Black Cat, and Leapmotor T03 in the market.

Looking at the product points:

Design

As early as when Geometry E was listed on the new car catalog of MIIT, the front face of Geometry E was rumored to be similar to a certain bird’s face. Speaking of the through-type headlight group (equipped with a light language effect), it does have some similarities in charm. Although it has caused controversy, it also shows that the face of Geometry E is indeed advanced and at least not LOW.

Compared with through-type headlight group, the square LED headlights are the most recognizable design element of Geometry E’s front face, also known as the “eye of glass”, like a lens of a camera.

Overall, the front face design of Geometry E is very simple and in line with the trend of electric car design.

As for the side, although it adopts semi-hidden door handles, a dynamic waistline and a floating roof design, the overall appearance still seems cumbersome.

The most amazing part of the tail is the double wing design, which is said to be the only one in the same class. The taillights consist of 169 LED bulbs and can be instantly lit in 0.1 seconds.

Geometry E has four body colors: Green Vine, Jasmine, Mint and Blue Lotus, full of youth and beauty. The paint is a high-quality paint from the well-known brand BASF, using B1B2 technology, presenting the best color perception in the same class.

In terms of interior, the Geometry E has three interior color options: Blue Island Breeze, Black Island Light, and Black Island Morning Mist, along with a high-definition integrated screen (9.8 inches or 10.25 inches) to create a relaxed and comfortable luxurious experience.

The cushion material of the rear seat’s hip support is thickened, with a thickness of over 100+mm, while most cars in the same category only have 75mm.

Configuration

Despite being a model priced below 100,000 yuan, the Geometry E’s configuration is not inferior.

First, it comes with full LED split headlights, IHBC intelligent high beam control, and supports an unlock, door-opening welcome light language, as well as breathing display during charging and discharging, and switches display color according to the battery SOC.

In addition to displaying basic information, the center console screen can also customize frequently used functions based on personal preferences, which enhances usability.

It is equipped with the iFlytek 3.5-generation intelligent voice assistant, which can be summoned by calling out “Xiao He”. It can support uninterrupted conversations and can control multiple functions such as calling, listening to music, checking the weather, checking navigation, opening windows, and turning on the air conditioning by voice.

Furthermore, there is the Gaode 5.0 map navigation system, a “zero-touch” startup system, an air conditioning appointment system, a driving recorder, a four-wheel real-time tire pressure display system, and automatic unlocking and flashing alarm of the doors after a collision.

The seats have both four-seat and five-seat options.

It is worth mentioning that the Geometry E is equipped with the “Golden Right Eye” blind spot display system and the V2L external power supply function, both of which are said to be unique to the same class.

Intelligent Driving

The Geometry E is equipped with L2-level intelligent driving assistance, which supports ACC, AEB, LDW, IHBC, and other functions.

The principle is that through a front mono camera, it can recognize 25 targets (vehicles, bicycles, pedestrians) within the road path ahead (distance 150m, recognition angle horizontally 100°, vertical 33.6°), and by real-time data fusion and analysis, it can alert or assist the driver in enhancing driving safety.

Operation

The Geometry E has an A-pillar obstruction angle of only 2.9° for a wider field of view.

It uses an electric power steering system, with its tuning strategy specially developed, to provide a light and smooth steering feel at low speeds as well as a smooth and agile steering feel while driving.

It has a front MacPherson independent suspension coupled with a rear torsion beam semi-independent suspension.

The chassis tuning is solid with a minimum ground clearance of 165mm, which ensures a good driving quality and passability.

Its top speed is up to 121km/h, the highest in its class, and its stopping distance of 38.1 meters per 100km is also the best in class.### Three-Level Energy Recovery Mode

Accurate control of motor power and torque, with a minimum torque control accuracy of 1N·m, allows for precise execution of driving intentions.

Three Electrical Systems

The Geometry E is equipped with lithium iron phosphate batteries with a capacity of 33.5 kWh/39.4 kWh across the range.

The battery pack is designed with a multi-layered structure, which makes it waterproof, dustproof, and shockproof. With its advanced battery management system, the battery is guaranteed not to catch fire or explode.

The lower shell of the battery pack is made of high-strength steel, which effectively reduces the deformation of the battery pack shell caused by bottom impacts. The surface of the shell is covered with a special coating that can effectively defend against the impact of stones and scratches from the bottom.

The battery pack has an IP67 protection rating, which greatly guarantees the airtightness of the battery pack, making the battery impervious to daily urban flooding.

The battery pack has undergone 37 safety tests, demonstrating its safety, stability, and high quality.

The liquid-cooled three-in-one electric drive is standard across the range, with a maximum power of 60 kW and a maximum torque of 130 N·m, achieving a comprehensive efficiency of over 87%. It also comes equipped with an active cooling function to ensure safety, quietness, and power.

Precise temperature sensing algorithms have been included, with a real-time temperature difference between components and water of less than 2°. This ensures active cooling to ensure vehicle safety and stability.

The Geometry E adopts the CLTC endurance standard, with a range of 320 km/380 km/401 km, where the 380 km version is only available in specific regions. Geometry automobiles have always been known for their true endurance, and how the CLTC performs in practice for the Geometry E will depend on actual endurance tests.

Quality and Safety

Quality and safety are theoretically the strengths of new-energy vehicle models.

The Geometry E is produced by the Geely 4.0 Smart Factory – Qiantang Factory, and is the first model in the industry to pass the A-level certification of pure electric passenger car bottom crash protection.

The Geometry E adopts a cage-type high-strength energy-absorbing body structure, which effectively ensures the integrity of the passenger cabin after a collision.

It is the only model in its class that is equipped with front and rear anti-collision beams, which use roll-forming technology.

The front bottom of the vehicle is equipped with a composite material protective plate, which has a protective effect against unexpected bottom impacts. When the bottom is scratched, the bottom guard can absorb deformation, reducing damage to the battery pack.

The multifunctional steering wheel is made of anti-bacterial ultrafine leather material, which can effectively inhibit bacteria growth and reproduction, including 99% of E. coli and Staphylococcus aureus, with high-efficiency bacteriostatic and deodorizing capabilities.

The seat, door panel area, central armrest, and instrument panel trim are made of wash-free tech-skin materials, making them easier to clean and more durable.

The seat leather has been certified using ecological materials testing.

The Geometry E adopts the CN95 high-efficiency air conditioning filter, which has a 0.3 um particle filtration efficiency of up to 95%, effectively filtering out bacteria, dust, and other virus carriers from entering the vehicle, ensuring high air quality in the cabin.The interior soft package material adopts water-based environmental protection fabric. The seat foam is treated with ventilation, and the fabric composite adopts low-odor, low-VOC sponge. The seat dustproof film uses costlier breathable perforated non-woven fabric, while the carpets and sound insulation mats adopt original woolen fabric, providing a healthier and more environmentally friendly driving experience.

The entire series comes standard with dual airbags and a new platform safety airbag control unit (ACU) to ensure its safety and reliable quality. The safety airbag system can protect the key human body parts such as the head, neck, and chest of the occupants in the car from all angles in the event of a collision.

The reversing radar detection distance is 1.5m, and the accuracy deviation is controlled within 5%. For example, when the obstacle distance is 1m, the accuracy deviation is 5cm.

Market

In addition to pricing, Geometry Motors has also announced some business policies, including “1000 rebates for 3000 colorful gifts,” “points for gifts,” “empowering cheers,” “flowing excellent gifts,” and an additional 2888 yuan for an “E Enjoyment Pack” to enjoy 6888 yuan, as well as multiple “revitalization financial plans” to meet user needs.

The “E Enjoyment Pack” includes three major benefits:

1. Pick-up and drop-off: enjoy four on-site pick-up and drop-off services within a year, including two customer charging services (or other pick-up and drop-off services) and two on-site tire repairs. They will be issued in coupon form to the corresponding function page within the Geometry App after the car is delivered.

2. Value retention and renovation: enjoy a 30% discount on purchasing a new Geometry car within two years.

3. Enjoyment benefits: enjoy a lifetime of free three-electricity quality assurance and a lifetime of free road rescue.

At an additional cost of 4000 yuan, the three benefits are particularly cost-effective, particularly the lifetime-free three-electricity quality assurance.

According to Geometry Motors, since the pre-sale on May 26, the Geometry E has achieved the hot-selling record of breaking a single store order of 100 and a national order of 10,000.

In addition, in June, more than 4,000 units of Geometry E have been delivered.

Why is Geometry Motors returning to the right track?

For new energy and new brands, marketing has always been a pain point, especially channel layout. How did Geometry Motors face this industry challenge?

Ye Qin said that for any brand, channel construction is vital, and channel partners are more precious. Geometry Motors will focus on channel construction this year, adopting a 1+N model in first- and second-tier cities, using a benchmark user center store and setting up multiple distribution showrooms and supermarket stores. They also plan to sink down to third- and fourth-tier cities, focusing on small, refined, and lightweight channels, ultimately achieving full coverage of consumer car purchasing channels. Here, Geometry Motors thanks its more than 300 dealer partners.### This time, in addition to announcing the listing of the Geometry E, Geometry Automotive also disclosed its channel construction plan.

Geometry Automotive announced that 100 new Geometry Automotive dealerships have officially opened. By the end of this year, the national dealerships will reach 380, and will reach 500 by 2025, covering more cities. The new stores will welcome young consumers with a new attitude, and open up a new pattern of channel sinking for Geometry Automotive.

Compared to before, Geometry Automotive now presents a more practical image to the outside world, especially with regard to the range anxiety of electric vehicles. Geometry Automotive takes a different approach and advocates “real range”, which has accumulated a good reputation for Geometry Automotive in the minds of users and in the industry. This reputation is also helping Geometry Automotive to return to the right track.

Many people are curious about the secret behind this success.

Ye Qin gives his answer. In his view, “Geometry Automotive has always been customer-centric, creating products that are suitable for customers. With the launch of the Geometry E product, we can provide more good new choices for young people who want a pure electric SUV, real range, real safety, real service, and create value with customers. This is a manifestation of Geometry Automotive.”

Electric Power has something to say

I test-drove a Geometry C that had travelled nearly 100,000 kilometers a few days ago. The car condition surprised me and proved that Geometry has a strong product development. Based on Geometry’s strength in product development, the quality of this Geometry E product is bound to not disappoint.

It can be seen that if Geometry Automotive wants to outline a better future, the problem does not lie in the product itself but rather, as observed in “Electric Power,” in a lack of marketing innovation. In the future, Geometry Automotive should strive to improve its brand awareness and learn more effective marketing strategies from new forces.

In the new energy market, although new forces have not sold many vehicles, they have the deepest insight and understanding. In fact, evaluating the value of new forces based on the number of vehicles sold needs further discussion. For example, NIO and Xpeng, although they currently sell just over 10,000 vehicles per month, their impact on the market and their shock to traditional brands are real.

From 2015, the beginning of the new energy era, to now, it has been eight years, and the new energy industry revolution has entered a deep-water zone and a critical period. Yesterday, “Automotive Business Review” proposed a term-“refreshing”—which I think is very appropriate and can be regarded as the voice of the times. This is indeed the most urgent need of the industry today.

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.