On June 7, once the two plug-in hybrid MPVs, “Maxus D90 EUNIQ” and “Maxus D70 EUNIQ”, officially debuted, various leaders at SAIC Maxus conducted group interviews with the media to discuss the stories behind the plug-in hybrid MPV products crafted by SAIC Maxus, dubbed the “MPV alchemist”.
Media: It was mentioned in the press conference that a hybrid MPV needs to cater to both business and domestic uses. We understand that the use scenarios for business use and home use are not exactly the same. Domestic use primarily satisfies the “5+2+7” needs, i.e., commuting for 5 days on weekdays, 2 days of leisure travel on weekends, and 7 days of mini-holidays. However, business use focuses more on the “1+2+1” needs, i.e., daily travels within a single city, journeys between two cities, and fulfilling the collective travel needs of the “masses”. So, how does the EUNIQ technology in the Maxus series agilely cope with these differing temporal and spatial requirements of business and home use?
Liu Yuer: The six scenarios you mentioned actually cover three different road conditions, along with specific demands in various cases. Our ultra hybrid technology can achieve 100% pure electric drive when driving on city roads, eliminating the need for fuel. We believe that, in the setting of a city, such electric drive can offer the best MPV travel experience since it operates quietly and smoothly. In the release conference, we mentioned that the engine would not intervene within the speed range of 0 to 80 km/h, since city expressways usually have a limit of 80 km/h; therefore, our setup ensures that within this speed range, the engine remains idle unless the accelerator is fully pressed. Simultaneously, the range of pure electric drive is quite vast—225 kilometers for Maxus D90 EUNIQ and 230 kilometers for Maxus D70 EUNIQ—which is more than sufficient for users who commute about 30 kilometers daily, requiring them to charge only once a week.
When it comes to double-city commuting, the key does not pertain to the trip out of the city or driving on the highway. Regardless of whether the purpose is for business negotiations, receiving new guests, or going on a self-driving trip to another city with family, the vehicle actually comes into play after getting off the highway, since that’s when the journey truly begins. Our vehicles can still retain over 100 kilometers of pure electric drive range after getting off the highway and reaching the destination. This is attributed to the vehicle’s rapid recharge ability during the journey and its outstanding capabilities in pure electric endurance. It enables our vehicles to adapt easily whether it’s a weekend self-drive journey, a business trip, or a visit to customers or handling affairs in another city.
When it truly becomes a necessity to carry out long-distance travel, as in driving at a high speed of 120 kilometers per hour for a prolonged period, our car can achieve engine direct drive. Furthermore, even when the engine is directly driven, fuel consumption is remarkably low—it can go as low as 6.15 liters, with a comprehensive endurance ability of over 1300 kilometers, which means it would only require one tank of fuel annually.The conditions discussed above categorize into urban, intercity, and cross-city travel. However, we cannot ignore the multitude of scenarios where the vehicle is stationary. For instance, when camping, the V2L external power discharge capability can easily power electrical appliances such as a hot pot stove. If a fellow electric vehicle’s battery runs dry, our “Dajia” series hyper hybrid can even convert its petrol into electricity to “charge up” the electric car, making our vehicle a mobile ‘power bank’. Moreover, MPV types posses unique use cases, notably when employed commercially and necessitate waiting. Whether waiting for a superior’s flight or a client’s meeting, the vehicle must be parked. When it comes to domestic use, perhaps picking up a child, the teacher might run late, also requiring idle time. Waiting is generally unexciting and you might desire the use of air conditioning, watching a movie, or listening to humor, which all consume electricity. For pure electric vehicles without charging capabilities, or hybrids without our unique parking charging function, such idle periods can induce anxiety, as the use of amenities can’t be done at will. However, our vehicles possess an idling charge function or ‘parking charge’ option. When charging, the engine fine-tunes to a highly tranquil state, barely perceptible, emitting a quieter noise than the air conditioning’s wind noise. At this point, it can still generate electricity at a rate of 4-5 kilowatts. In cases where a quick charge is required, such as after using up the battery after a hot pot meal, an urgent charging function can be activated that, operating at the efficient power of 14.5 kilowatts, can boost the pure electric mileage by over 20 kilometers after only 5 minutes – enough to complete a one-way trip. In short, our vehicles can provide sufficient solutions across all scenarios, ensuring that they prove comfortable for commercial and domestic users.
Press: SAIC Maxus operates an extensive overseas network. With the launch of hybrid models, do we have plans to introduce them into overseas markets? If so, can you share specific implementation strategies? If no such plans exist currently, how will SAIC Maxus balance its strategies between traditional fuel cars and electric cars in overseas markets, considering the variations in global markets such as Southeast Asia, Australia, and Europe? How will strategies differ for each market?
Additionally, SAIC Maxus led the Hong Kong market from January to April. With the MPV market traditionally dominated by Japanese brands, this is an achievement to be proud of. I’m curious – as an independent brand, how did SAIC Maxus manage growth in the Hong Kong market? What key factors contributed to this success?
Wang Renjie: Regarding the expansion of MPVs in overseas markets, there is a relevant story that I’d like to share. We have often mentioned that our ‘Dajia 9’ and ‘Dajia 7’ models were crowned champion and runner-up of MPVs in the revamped Euro NCAP. The revamped Euro NCAP began in 2020 and included 11 MPV models so far but it’s noteworthy that none of them were Japanese. Perhaps previously overlooked, the fact is that neither Toyota nor Honda, or recognizable Japanese MPVs such as Alphard or Sienna, have managed to secure five-star safety ratings since 2019. From 2020, the Euro NCAP assessments started to place greater emphasis on high-speed collisions, safe driving, and intelligent driving, during which Japanese MPVs failed to achieve five-star ratings in Europe and Australia. Based on such evaluation, we believe that in the future, Chinese MPV models have the potential to supersede Japanese models as leaders in the global MPV market.In the Southeast Asian market, where traditional MPVs dominate, SAIC Maxus has already made strides. Firstly, in Hong Kong, we achieved first place. In Thailand, our EUNIQ 9 also secured first place in the pure electric MPV market, with the penetration rate in the entire Thai pure electric MPV market can be entirely attributed to SAIC Maxus. Indeed, SAIC Maxus has taken the overseas MPV market by storm, first challenging and then replacing traditional Japanese MPVs as market leaders.
Hua Jin: There are likely three factors to EUNIQ 9 being crowned number one in Hong Kong’s MPV market:
First, Hong Kong customers are savvy and discerning. Undoubtedly, our product has gained their approval.
Second, our distribution channels and partners in the region are strong. Throughout the sales process, that local partnership plays an important role.
Third, the endorsement of celebrity car owners like Wong Cho-lam and Chan Ho has been invaluable. Wong Cho-lam became a car owner somewhat by chance, when he endorsed our co-branded event with a milk powder brand. He tried our car and found it so impressive that he bought one himself, and later purchased another. When it reached Malaysia, the Prime Minister and King both chose the EUNIQ 9 as their vehicle. We’ll continue to amplify marketing in this direction.
Wang Renjie: SAIC Maxus’ hybrid models are designed according to global standards, taking into account the left-hand drive and right-hand drive, domestic regulations, as well as the admissions in Europe, the Middle East, and South America. This shows SAIC Maxus’ resolve, and we hope to be launched globally in due course.
However, hybrid models do indeed occupy the second tier in SAIC Maxus’s current strategy. The first tier prioritises pure electric vehicles, considering the demand for charging points from foreign policy end, especially pure electricity. It might seem strange to theorize why hybrids would be considered after pure electric overseas – wouldn’t pure electrics need more charging points? In fact, overseas, it’s often the case that the consumers who have bought electric cars will consider the need for charging points, considering hybrids only when there is a surplus of charging stations.
The situation is the same domestically. The demand for pure electricity has resulted in a significant surplus of charging stations nationwide. They’re readily available except during peak travel times such as holidays, making hybrid efficiency progressively higher, especially for PHEVs. They actually make use of charging resources and currently, the acceptance of PHEVs overseas is lower than that of HEVs and pure electrics. So, our initial step is to prioritize mild hybrids and pure electrics. Given the use characteristics of MPVs, whether for family use or for commercial purposes, hybrids are certainly the best solution for MPVs in the future. Thus, promoting our hybrid products overseas is the inevitable next step.Interviewer: From the second half of last year to this year, the market has seen substantial changes, and all car companies are under considerable pressure. Could SAIC MAXUS briefly discuss the situation in these five months, including the difficulties and opportunities encountered?
Hua Jin: I thought 2023 was a challenging year, but it turns out that 2024 is even more so.
Firstly, for SAIC MAXUS as a whole, opportunities overseas still exist. Feedback from overseas markets has also been quite positive. Last week, we launched 200 of the “Dajia 9” as taxis in Macau. Considering that there are only just over a thousand taxis in Macau, our 200+ is indeed a significant proportion. We have also established a battery swap station in Macau.
Secondly, we have also noticed opportunities in government and industry procurement. Due to the wide variety of models offered by SAIC MAXUS, which include sedans, light trucks, pickups, MPVs, SUVs, RVs, etc., we hold competitive advantages in government and industry procurement this year. We anticipate more opportunities with our range of pickups and MPVs, including our plug-in hybrids.
Thirdly, in the field of hybrids, SAIC MAXUS indeed aims to provide vehicles suitable for both business and home use. We have a strong B2B base, but we are also transitioning to B2C. The “Dajia” series of plug-in hybrids is a crucial milestone in this regard. We are determined and hopeful to make these cars the best in their class. The pricing for the Dajia 9 and Dajia 7 hybrids exemplify our sincere efforts. We are indeed striving to elevate the values and function to the highest during our continued refining process with our engineering and product teams.
Interviewer: At the press conference, it was mentioned that the “Dajia” series of hybrids is positioned as the “luxury hybrid MPV with higher-than-expected performance”. Its power performance and exceptional range have already indicated that it is more competitive than other vehicles in the same class, and it indeed exceeds our expectations. Could you please introduce more about its interior and exterior design, comfort and safety, etc.? The final price is also very competitive; how can users experience a luxury car worth 400 thousand with just over 200 thousand?
Liu Yaer: We need to offer substantial value while keeping the price down. Indeed, our “beyond expectation” is not limited to hybrid technology. As for safety, you might have noticed, the Dajia 7 high score passed the Euro NCAP five-star safety certification, obtaining full marks in multiple categories – full-width frontal rigid barrier impact, lateral mobile deformable barrier impact, lateral pole impact, and whiplash rear impact, making it the first and only MPV to achieve full marks in all four categories since the implementation of the new Euro NCAP regulations. Both Dajia 7 and Dajia 9 have topped the Euro NCAP five-star safety certification in adult and vulnerable road user protection. It is commonly believed that the third row in MPVs is the most dangerous, but in reality, our high ratings indicate that we used abundant technology to ensure safety.Regarding the interior and exterior décor, we now have a premium offer where the basic prairie model comes with luxury first-class seats worth 10,000 yuan, instant luxury the moment you step in. It is widely said that the second row of seats in an MPV is the most comfortable, and I believe our esteemed media colleagues have also experienced and test-drove our vehicles. The mid-range models are fitted with seats that are on par with those in other high-end MPV models, and even our basic models come with these chairs. Furthermore, in our mid-range models, we add a full set of suede interiors and a panoramic sunroof reaching all the way to the third row – the only one in its class that can be opened. Usually, the panoramic sunroof featured in all MPVs is a mere skylight made of glass which, albeit enhancing natural light, our version reflects a feature that none of our competitors have – an openable panoramic sunroof providing ventilation. Moreover, space is crucial, according to our customer research, we found that hybrid MPV consumers’ utmost concern after battery life is the space. We designed a one-way choice, with over 20% of users opting for extra space. As is the case with our 9 Supra Hybrid, aside from the top-class aviation seats, there is an even more spacious central passage. And the front, middle, and back rows can all accommodate passengers over 1.8 meters tall. Concurrently, the boot holds over a thousand liters of luggage compartment space. As for seat allocation, electric adjustment, massage, heating, and ventilation features on the driver’s and co-driver’s seats are conventionally seen in models of the same class that cost over 350,000 yuan. Yet, we have offered these luxury configurations even in our mid and basic models, allowing passengers in every row to enjoy excellent ride comfort. Our dedication to superlative comfort reflects our profound understanding and intimate care of customer needs.
Wang Renjie: The reason why SAIC Maxus can exceed expectations and rank first and uniquely among several same-level products while keeping prices at an affordable level is mainly due to our deep understanding and precise grasp of MPV customer needs. This understanding is not unfounded, but based on extensive market research and big data analysis.
In designing the MPV, SAIC Maxus took into account the main concerns of the MPV users and hybrid users. While the P1+P3 structure and hybrid gearbox are now quite common, why can we say SAIC Maxus’s ACIS Smart Full-scene Super Hybrid technology is the one most adapted to user habits? The answer lies in the precise design of the technology. For instance, the max efficiency electric motor in the P1 configuration offers users the ability to recharge quickly, dispelling the anxiety hybrid MPV users may feel about the battery draining while waiting. Users can comfortably enjoy features like the refrigerator, air conditioner, and the 6.6kW V2L power output function, without having to worry about running out of power, or not having enough power when the boss or revered guest boards, or being unable to provide a quiet rest environment for the children in the car. All these problems can be solved with an excellent P1 motor and our special control technology that caters to the user’s needs.In conjunction with the application of a high-powered P3 motor, we have managed to provide an unparalleled electroceptive experience in its class due to our precise control over the motor and the output of torque and power. Traditional hybrid systems usually engage the engine at low speeds of 50 km/h; however, our SAIC system has the capability of delaying this engagement until the speed reaches 80 km/h. This consequently means that within urban settings, users can run on the pure electric mode for longer durations, virtually eliminating the need for the engine and gasoline. Such results fuel our claims that our cars only require one replenishment of gasoline per year. With our precision engineering and optimized designing tactics, we have not only achieved the leverage of differentiating our product, but also enhanced the experience of driving in MPV users, while significantly reducing energy consumption.
When designing vehicles, safety is a critical factor that we consider deeply. Our MAXUS series offers more safety features, like the unique six-way adjustable headrest seats that are standard equipment in all our models. These headrests ensure that the passengers’ heads are always aligned with the spinal cord, ensuring minimum sideways swaying in case of an accident to avoid secondary impact. We also feature a middle airbag design which prevents passengers from colliding with each other during a crash and ensures an optimal posture for rapid evacuation during severe accidents. Overall, our vehicles’ designs prioritise safety and are equipped with numerous redundancy aiming to offer the most luxurious safety configurations. Our technique otherwise is to aim for precision to maintain affordable pricing while meeting safety standards.
Media: Understanding that the limit to engage the engine is when speed below 80 km/h, does this mean that the pure electric mode is applicable at speeds under 80 km/h? How would this apply to other countries where speed limits vary and exceed 80 km/h?
Liu Ya’er: During the designing of our cars, we looked at a wide variety of driving scenarios and efficiency matters, especially in terms of the option of driving mode. Generally, when the speed ranges between 0 to 80 km/h, the car operates entirely based on electric power, the engine doesn’t start. Once the speed exceeds 80 km/h, the car shifts to an extended-range mode, where the engine operates at a slower comfortable range of just over a thousand rpm, ensuring fuel economy and a quiet engine. In effect, unless passengers visibly see that the engine has started, it is nearly impossible to tell when the engine kicks in due to how quiet it runs. We’ve designed our hybrid cars to ensure that when speeds exceed 100 km/h, the engine directly propels the vehicle forward. When under 80 km/h, the car primarily relies on electric power, thus minimizing fuel consumption, and when the speed exceeds 80 km/h, the engine engages, but its efficient operation keeps fuel consumption to a minimum.
Renjie Wang: With thanks to domestic infrastructure development, the authorized speed limit on city roads in China is arguably the highest globally. An 80 km/h speed limit in the world’s cities, on the world’s elevated roads, is indeed the highest. Considering intercity high speeds, such as Germany’s unrestricted motorways and the US intercity speeds ranging from 110 to 150 km/h, fulfilling these needs certainly requires a separate system. SAIC Maxus doesn’t just have one ACIS system; we have had significant development in hybrid systems as well. On one hand, we are backed by SAIC Group’s hybrid technology. On the other, SAIC Maxus also has its technology, whether it’s for wide-bodied light passenger vehicles, motorhomes, or pickup trucks. We employ larger power and higher electric motor torque to meet different hybrid performance requirements at various speeds and under different conditions.
In the Hong Kong market, “Everyone 7” and “Everyone 9” may compete, but this conflict provides a positive impact. The target customers for the two models are essentially different – “Everyone 9” leans towards commercial reception and company use, but individual customers may also use it. However, real estate in Hong Kong is incredibly valuable. Given the numerous multi-storey car parks and certain width, height, and length restrictions, “Everyone 7” effectively meets these needs. When it launched in Hong Kong in March, we received an abundance of “Everyone 7” orders, particularly for families and those limited by parking space. Hence, “Everyone 7” and “Everyone 9” will inevitably collaborate in the Hong Kong market, securing a larger market share.
Media: I tested this car in Guiyang earlier, and it is an exceptional product. I have always believed SAIC Maxus needs continuous development in letting customers realize its excellence. “Everyone” remains in a niche, high-end, new energy MPV track. It will sell well, but when the market mentions MPV, customers first recall the popular DENZA. Next is the domestic brand – Wuling. Joint-venture brands are not featured. We can allow nationwide, large-scale experience for everyone, to feel the charm of our products, which is crucial. The prices of “Everyone 9” ultra hybrid and “Everyone 7” ultra hybrid are still compelling, but your rival brands are also formidable. How is SAIC Maxus mentally prepared for this?
Yaer Liu: Our distinct advantages include a five-star safety standard, three-row seats’ comfort, and independent suspension systems. More importantly, our products can offer greater than 200 km of pure electronic vehicle range, which is highly competitive in the current market. For customers seeking comfort, a wide radius of living, and high pure electric experience expectations, our products are undoubtedly the more favored choice, even when compared to other counterpart products mentioned earlier. Our products showcased an equally strong performance in comparative test drives.
Media: The release mentioned charging once a week and only refuelling once a year. This is the promise of the “Everyone” series of ultra-hybrid to its users. Both time and money costs let users save considerably. What fuels the self-assured promise of the “Everyone” series of ultra-hybrid MPV? Where does its backing come from? Furthermore, in our earlier discussion, we mentioned price and cost. How will SAIC Maxus tackle the multiple-choice question of balancing scale and profits in its pricing strategy?
Liu Yar：The saying “Charge only once a week” refers to our models 9 plug-in hybrid and 7 plug-in hybrid, which have a pure electric range of 225 kilometres and 230 kilometres respectively. Daily commuting is usually about 30 kilometres. Even if you consider going to work for five days and city travel on weekends, it’s enough to charge once. “Refuel only once a year” pertains to the overall endurance. We’ve calculated that if you do a short self-drive tour of 400 kilometres each holiday, if the car has a 200-kilometre pure electric range, then you’ll need to drive 200 kilometres using fuel. “We” series vehicles have an overall range of more than 1300 kilometres, enough for six self-drive tours. In China, we have a similar number of holidays; some fuel will be used for long distances, but you can recharge once at your destination, so it’s perfectly adequate unless you drive from Beijing to Shanghai and back every day. For typical household use and holiday outings, 1300 kilometres of range is more than enough with just one tank of fuel.
Media：Following the question just raised by Chairman Hua, considering the increasing competition in the Chinese market, for SAIC Maxus, to make quality products here involves distinguishing ourselves from others. This distinction might lie in our product features, like the safety, space, and technology capabilities addressed earlier, or even value propositions – the values we aim to communicate to users. These values can attract users and drive them to recognize our products. Market-leading brands or exceptional businesses in various fields made consumers go for them, not just because of their specifications or versus their competitors, but rather the brand itself, and that is what we might need to work on.
Given this logic, I’d like to ask what is the one or two main points our brand hopes to convey? If it’s too many, it tends not to stick in people’s minds. There were many impressive points mentioned at today’s press release, but when all these advantages are bundled together, fewer points will be remembered. What are the one or two main points we want to communicate to users? The second question is, what are our expectations for the market performance of this product? What percentage of new energy products can SAIC Maxus achieve in the next few years? What new products will be launched in the field of new energy?
Hua Jin：I’d say starting with functionality. In terms of promotion, hybrids do resolve the issue of mileage anxiety. The mantra we’ve reiterated today – “Charge only once a week, refuel only once a year” – is at the core of what we aim to communicate. Add to that our pricing, which has high value for money, and our focus is certainly in this direction.
Another punchy product under SAIC Maxus is an RV. If we were to imbue it with a value, it’d be “better life.” If our cars serve that purpose, it’s something we can be proud of. When people talk about Maxus, they feel life is good, and that’s a mission accomplished for us. Our RV production also aims to serve this goal. If we have a hybrid chassis, we’re considering adding it to the RV chassis to alleviate charging anxiety.
As for the upcoming technologies, be it V2V (Vehicle to Vehicle Communication), V2L (Vehicle to Load), or V2G (Vehicle to Grid), we have them all in consideration. This is spoken in consideration of the entire ecological environment. We strive to fulfil our social responsibility to the utmost.
Media: During this test drive, we noticed the dual-front face design of your Model 9, which was not seen before in SAIC Maxus’s vehicles. What was the consideration behind this? Secondly, when will be the next OTA upgrade? The first one was in November 2022, then around February 2023. It’s been over a year since. Thirdly, now that Model 7 and 9 have been updated, while Model 5 launched three years ago, along with the G50 PLUS series, how could these products match with 7 and 9 in terms of exterior design and functionality?
Additionally, regarding the question for Mr. Hua, SAIC Maxus’s brand recognition is quite high now. We have no problem with the product, but the question is, where can I purchase the product I like? Where is the store?
Hua Jin: We have planned PHEV test drives service at your doorstep. We will certainly assemble a competent team. Provided there is a test drive, we have a 50% chance of successful sale.
Liu Yier: About the front-face and exterior design, we conducted a large amount of user research before the launch. Users of hybrid cars come from two sources. One is conventional petrol car users upgrading to hybrid, their aesthetics are those of traditional fuel vehicles, with enough chrome, domineering majestic look, which is what an MPV should be like. The other source is from pure electricity vehicle users. They want an electric car, and one with enough technology. However, pure electric cars cannot meet their range requirements. We provide choices for these two types of customers. SAIC Maxus has a C2B gene too, we will cater to whatever aesthetic preference the customer has, whether they prefer a tech-savvy front face or a dominant and powerful one.
Wang Renjie: Regarding the entertainment system, traffic and OTA, when it will be available, or whether it will be launched in a month or two, is a subject we have been discussing recently. We will soon release a comprehensive OTA with significant upgrades. However, how we can provide a better experience to our customers, ensuring they feel a brand-new software system while avoiding any negative experiences brought by bugs, we still need to thoroughly verify. So, this is the main point of our discussion. The timing could be within two to three months, and there will be a comprehensive upgrade then. The new products that we will launch will prioritize genuine value and the needs of MPV customers, just like Model 7 and 9.
Media: We just had a static experience of the 7-series PHEV, featuring a tri-screen display, electronic rear-view mirrors, etc, demonstrating SAIC’s commitment to intelligent conversion. In the vital field of intelligent driving, what progress has SAIC Group, including SAIC Maxus, made so far?
Wang Renjie: The “Maxus” series of products have made some fine adjustments in intelligent technology, we no longer pursue the most cutting-edge or extremely responsive and computational power-draining intelligent driving solutions. The technology we are using, “6+4+3+1”, includes 6 ultrasonic radars, 4 panoramic cameras, 3 millimeter-wave radars, and 1 forward-looking camera. We believe this to be the most reliable set of intelligent driving technology for MPVs. We focus mainly on the vehicle’s safety reaction in emergency situations, to ensure millisecond-level response and evasion. In situations like dimly lit or unlit nights, frequent “ghost head” incidents, we can avoid pedestrians. During lane changes, we prioritize vehicle stability. Those seated in the back of an MPV are often the most important family members or clients, we aim to ensure their comfort, avoiding overly sensitive operations. We achieve intelligent driving and MPV integration through these points.
SAIC Group’s emphasis on intelligent driving is unquestionable, there are several companies under the Group dedicated to developing intelligent driving solutions, with considerable investment made. Each company has its own strengths. SAIC Maxus has also collaborated with Youdao Zhitu, achieving L4 autonomous driving, realizing fleet management in a closed harbor environment, where one driver can manage 5 vehicles, greatly reducing labor costs. Our sibling companies are also using a lot of lidar and intelligent driving technology. Today, everyone will choose the technology that is better suited for practical use, rather than simply engaging in an arms race, or accumulating hardware and computational power. Over the next few years, different intelligent driving solutions will be extended to our various vehicle models.
Media: Have you considered making intelligent driving a selling point for SAIC Maxus? When people think of MPVs in the 200,000 range, they might consider the intelligent driving features of SAIC Maxus, and this is a selling point. SAIC Maxus seems to prioritize AEB (Automatic Emergency Braking), while everyone else is busy rolling out NOA (Navigation Assisted Driving). Does SAIC Maxus not currently consider moving in this direction?
Liu Yar: We began developing this technology quite some time ago. Take the aforementioned G50 for example. When we developed G50’s intelligent driving features, it was capable of autonomously climbing the approach bridge of the Nanpu Bridge in Shanghai with hands off the wheel. The Nanpu Bridge approach bridge is a spiral structure, and we achieved this level of advancement three years ago. What we’ve achieved now is much higher. Most lane maintaining functions are “draw a dragon”, if the car shifts to the right, it adjusts to the left, if it shifts to the left, it adjusts to the right. However, our intelligent driving system remains centered throughout, guaranteeing the comfort of passengers in the back of the MPV. It won’t fishtail, it won’t “draw dragons”, it won’t continually correct direction, keeping the car always in the middle of the lane with a slight inclination to the left. This is what we consider to be the most suitable intelligent driving technology for MPVs. Of course, besides MPVs, we have other models, each with intelligent driving technologies best suited for them. For example, when a motorhome needs to switch scenes, or when driving on highways for long periods, our motorhome really allows long-distance drivers to relax, and can meet various scenarios such as rapid transition of control, etc.Wang Renjie: We just made some fine-tuning in the field of intelligent driving, not adjusting our focus to AEB (Automatic Emergency Braking), we still consider intelligent driving under full speed and all conditions. However, we certainly won’t particularly pursue multiple LiDAR technologies. Regarding city maps or NAP (Intelligent Navigation) technology, SAIC Maxus will still continue it. When the technology matures more, we will launch new products.
Simultaneously, in the foreign business, SAIC Maxus has also invested a lot of resources in intelligent driving overseas, constantly contemplating how to build an intelligent experience for global users. We have arranged specialized road tests in overseas advanced markets such as Australia, Norway, UK, Germany, France in Europe, Chile in South America, Mexico in North America, to verify the performance of intelligent driving under specific road conditions. We plan to achieve a leading effect in intelligent driving worldwide, reflecting our advantages. This fine-tuning focuses on using more stable and mature technology to obtain more information about the road, ground, and people’s driving habits, so as to develop superior products.
Media: Firstly, we have been emphasizing “charging once a week, refueling once a year”, and have carefully calculated the satisfaction under various scenarios. Without charging, what is the battery life of our car? Especially for commercial users, they may not have so much time to recharge at fixed places, so they are quite concerned about the capacity of the car without charging.
In addition, General Manager Hua referred to thoughts on the brand. My impression is similar to yours. I think of tool-based and functional attributes when it comes to SAIC Maxus. However, from the two products launched today, it seems that the home use properties including experiential, higher-rank, and lifestyle product features are more apparent. If we want to proceed in this direction, we need to forefront relevant product features such as material details, craftsmanship, driving sensation, etc. Energy consumption including the power system itself is still a functional feature, for users, the value does not seem to be strong enough.
Following this topic, I believe the 9 series, including pure electric and the hybrid introduced this time, are clearly positioned as suitable for business and home use. The corresponding niche market and comparable products are also clear. However, I feel that the positioning of 7 series is not as definite. As a user of the GM6 from Chuanqi for several years, in the field of medium-sized MPVs, the space would be my first concern and then the comfort settings and then the fuel consumption. If we put the hybrid technology and advanced technologies like the refrigerator in the forefront, I will ponder upon cost-performance ratio. Would I still spend over 200K for this kind of experience, or will I choose a product that meets my actual needs at a lower cost? Including Chuanqi’s own products, there are also products with lower configurations and higher fuel consumption, but their sales and market performance are more than double that of hybrid products.Liu Yaer: First question, it’s perfectly okay even without charging at all, boasting nearly a thousand kilometers of battery endurance. The fuel consumption during recharging isn’t just the fuel burned, but is the fuel burned whilst also charging the battery. The combined consumption for the top-trim “9” series hybrid is 6.7L per 100 kilometers, and the mid-trim is 6.5L; whereas for the “7” series, it’s 6.15L. The “9” series features a 62 liter fuel tank, and the “7” series a 55 liter fuel tank, meaning more than 900, or even 1000 kilometers of travel is achievable.
The “7” series, has a clear positioning for family users. As you mentioned, passenger comfort is indeed our first consideration, this includes vehicle space. We believe that comfort and spaciousness lie in our unique independent suspension system. Being passionate about passenger comfort, we opted for independent suspension. Secondly, we interpret comfort in a family car as ample sitting space. Thus in addition to the independent suspension, we minimised the wheel housings, ensuring three individuals sitting in the third row have ample comfort and support. This can only be truly appreciated once onboard, but rest assured, unless you’re after a four-seater, our “7” hybrid surpasses other vehicles in its class for comfort in the third row.
Song Hai: SAIC Maxus currently has a wide distribution of products. There are MPVs, split into the gasoline G-series and the new-energy “Maxus” series, catering to family use, as well as business use, and multi-passenger premium commuting. That’s one category. Then, there are pickups used either as a utility vehicle or by higher-end off-road enthusiasts who opt for dual turbochargers and four-wheel drive, providing hefty off-road ability. Additionally, we have caravans with a range of leisure products — SAIC Maxus being China’s largest caravan manufacturer. And again, our off-road SUV’s, like the full-sized Territory, which promotes non-load bearing bodies and an off-road lifestyle. We also offer wide-body light commercial vehicles which could be a camper van, or a customised “Vanlife” model, potentially, a coffer shop delivery vehicle or for loading a Ducati motorbike, also for lifestyle enthusiasts. To us, it’s not all about an array of customers, they could be business hospitality, off-road life, entrepreneurial partners, or more vibrant whole-family travel enthusiasts, experiencing a novel lifestyle.
As such, we’re keen to connect and communicate with differentiated users in a more sentimental way, shaping more delightful lifestyles, whether it’s multi-passenger family travel, a life on the move, or off-road. As such, we offer extended, richer methods of enjoyment. This is also SAIC Maxus’s commitment to providing value for its users, their families, and their social circles.
Media: In recent years, whether it’s the European Union or other countries, restrictions on domestic new-energy sources have increased. Looking at the company’s carbon emissions, user privacy protection, and tariff imposition, what measures has SAIC Maxus taken in response to this situation?Wang Renjie: The simplest, or perhaps the most appropriate response, is to continuously improve our product quality. We aim to cater to not only the domestic market but also the European one. In this regard, SAIC’s new energy vehicles have excelled considerably. Last year, we exported more than a million new energy vehicles. SAIC Maxus particularly shines within the EV product series in several countries in Europe, leading the market share; in the passenger vehicle domain, our MG 9 and MG 7 have also made their way into the European market. They have performed exceptionally well in Norway, the UK, and Germany. If we could do well in the past, there is no doubt that we will strive even harder. How could diligent and brave Chinese people worry about the impact of external conditions? In short, it’s all about making quality products.
Media: The super hybrid series of the MG 7 and MG 9 is ready to go. What is left now is promotion and sales. Do we have specific measures to boost brand and product visibility?
Song Hai: Today’s press conference is different from the usual ones. Not only have we invited media representatives to experience it, but we have also used the popular “everyone is a soldier” mode. We approached multiple live-streaming events, inviting noteworthy persons in our dealership stores to broadcast, and also, we involved popular influencers, KOLs, and KOCs. Media friends also live-streamed. Moving on, we will base our promotion on several features of the SAIC Maxus MPV:
Firstly, it sells incredibly well in Hong Kong, where public figures are owners of a SAIC Maxus, along with numerous Hong Kong citizens. We plan to promote it as a widely loved nanny car and the prime choice for Hong Kong citizens, portraying its high-quality, highly-priced aspect, and sales success in advanced markets.
Secondly, the SAIC Maxus has historically been chosen as the official vehicle for various significant summits, including APEC. We will continue to use the “state guest car” status in marketing.
Lastly, we consider product marketing crucial on regular platforms and will also be utilizing Bilibili and RED. On these social platforms, we will integrate our ACIS hybrid technology, safety, space, and comfort along with trendy topics for further propagation.
Around these three main themes — both related to the product and brand elevation, — are what we will focus on in the future.
This article is a translation by AI of a Chinese report from 42HOW. If you have any questions about it, please email bd@42how.com.