Reported by Pulsestacks on May 6, 2024, during the 2024 Beijing International Auto Show, industry leaders, corporate executives, and expert scholars were invited by Pulsestacks to step into the "AI Real-time Virtual Studio." Through the immersive experiences provided by Peak Speed, Netaland, and Content Players, they collectively explored the breakthroughs and innovations of the new era and new cars.
Exclusive Interview with Li Guoliang of Changan Auto at the 2024 Beijing Auto Show (Source: Pulsestacks)
On April 25, Li Guoliang, Deputy General Manager of the Public Relations Department of Changan Auto and Brand Director of Qiyuan, appeared on Content Players' "AI Real-time Virtual Studio." He mentioned that Changan Qiyuan E07, as a representative of new cars, has successfully eliminated consumers' choice difficulties and inconvenient service experiences, providing a comprehensive solution for various driving scenarios.
Li Guoliang, Deputy General Manager of Public Relations Department and Brand Director of Qiyuan at Changan Automobile
Our first topic is about the current hot model from Qiyuan, the Qiyuan E07. What do you think is the significance of the Qiyuan E07 for the brand?
First, we need to address the positioning of the Qiyuan brand. Our overall positioning is a new era of intelligent evolution in automobiles, with a focus on intelligence and evolution. Therefore, our upcoming new products will definitely have a place in the field of intelligent technology and possess the ability to evolve autonomously. The E07 unveiled this morning is a culmination of intelligent technology, capable of achieving software-customizable scene orchestration and more.
Li Guoliang, Deputy General Manager of Public Relations at Changan Automobile Brand, and Zhang Yuanyuan, Editor-in-Chief of Pulsestacks
The Qiyuan E07 is currently the highest-end product of Changan Qiyuan. It is a versatile new car. The reason for its versatility is that we noticed the pain point of users at that time, that choosing a car is a very difficult decision for users. There are many different types of vehicles on the market, such as sedans, MPVs, SUVs, and even pickups. Users face many scenario needs, and they need to evaluate which product's form and function will meet their needs.
To avoid making choices, adults say they want it all, so the Qiyuan E07 was born. In fact, it has three types of versatility. The first is morphological versatility, it can transform into an SUV and a pickup truck, and when you need to experience speed and excitement, it still provides the driving feel of a sedan. The second is functional versatility, by combining the trunk and cabin space, for example, when users need a camping scenario, they can combine it with surrounding ecological products to create a camping base, known as "one room," "one hall," "one terrace."
The third is software versatility, where you can buy, sell, use, and repair everything yourself. Our SDA system can dynamically program and compile based on user scenarios, and we will open API interfaces. We invite many developers to help us create many software scenarios. Therefore, these three versatile factors constitute the new car product form of the Qiyuan E07.
A new car will definitely connect to a new ecosystem. When user scenarios change, it is not enough to rely solely on one vehicle to fully meet the user's scenario needs. Therefore, we will develop many ecosystem products based on different scenarios, collectively providing new scenario value to users. Therefore, the Qiyuan E07 is the first firm step of Changan Group under the guidance of the new car and new ecosystem strategy. We hope users can create more scenarios with us, and because it is a versatile car, we position the Qiyuan E07 as the world's first mass-produced versatile car.
Pulsestacks: As such a novel product, what changes do you think the brand needs to make?
Li Guoliang: Currently, it is still a relatively challenging issue. For the promotion of the Qiyuan E07, we believe it should not follow a funnel shape, but rather an anti-funnel shape.
Starting from seeding, we have developed many scenario experiences online and offline, entering each core circle, such as fishing circles, outdoor circles, camping circles, etc. Through seeding by KOLs or celebrity car owners, gradually spreading to the general public, attracting more passersby fans. I think the key point is how to find the circles we need and find people who can co-create the core with us. Therefore, our core strategy going forward is to roll, not to compete, but to involve users, hoping it will have a core like a snowball, growing bigger and bigger.
I believe that in this process, there has been a fundamental change in its initial stage compared to previous promotion methods.
Pulsestacks: Since March, several new models have been continuously launched. We have introduced the "True Fragrance" versions of the Qiyuan A07, A05, and Q05. Can you explain to everyone where the true fragrance of these main selling models lies?
Li Guoliang: It is indeed very fragrant. From our sales data, we can see that Qiyuan started concentrated deliveries from October 30 last year, and now, after about 5 months, our overall sales have exceeded 70,000 units.
The overall delivery volume in the first quarter of this year was 32,000 units, especially after the launch of the "True Fragrance" versions in March, the delivery volume in March exceeded 15,000 units. Therefore, the market has shown relatively high acceptance and recognition for these "True Fragrance" products of Qiyuan, and they have entered the fast lane of development.
Vice General Manager of Public Relations at Changan Automobile Brand and Director of Qiyuan Brand, Li Guoliang, with Editor-in-Chief of Pulsestacks, Zhang Yuanyuan
The core strengths of the Qiyuan A07 True Fragrance Edition are "superior in one aspect," "four highs," and "seven miles of fragrance." Inspired by Jay Chou as the brand ambassador, we incorporated his creative ideas. Firstly, the price is extremely attractive. The Qiyuan A07 True Fragrance Edition is the strongest model in the 150,000 RMB range, with very few pure electric products in the same class capable of a 710-kilometer range. We offer high endurance, intelligence, safety, and quality, especially in intelligence with our emotional intelligence cockpit. In terms of quality, we have frameless electric suction doors, 19-inch Michelin sport wheels, and a 16-speaker surround sound music hall, making the overall product truly appealing.
The True Fragrance Edition of Qiyuan A05 and Q05 is equipped with the Smart AI Electric Drive 2.0, which can automatically switch between plug-in hybrid and extended range modes based on user scenarios, known as the Twin Electric Hybrid. The Qiyuan Twin 05 is hailed as the "unique twin electric hybrid with long endurance in the 90,000 RMB range." It is indeed very appealing in the current market.
Pulsestacks: We have discussed many flagship models, and the overall sales performance is quite impressive. Could you reveal this year's sales target and our marketing strategy to achieve it?
Li Guoliang: This year, Changan Qiyuan's overall target is 250,000 units, and we are very confident in achieving this goal.
From several perspectives, firstly, we will continue to introduce True Fragrance Editions. Secondly, these models will undergo iterative upgrades in the second half of the year. Thirdly, we are one of the few capable of achieving OTA updates in power. For example, if a user originally purchased a plug-in hybrid, we can continuously provide them with new and improved products through OTA updates, which is a consideration in terms of product strength.
We have already started numerous user activities, aiming to achieve high stickiness and expandability through fans and car owners. Based on the current growth trend, achieving the overall sales target of 250,000 units this year is not an issue. The Qiyuan E07, set to debut in the second half of the year, will begin official deliveries, bringing strong momentum to the Qiyuan brand. We refer to this as high stickiness, high momentum, and high expandability.
Pulsestacks: Lastly, I would like to inquire about a technical question. Compared to other electric drive systems or technologies on the market, what specific advantages does the Smart AI Electric Drive 2.0 offer?
Li Guoliang: The Smart AI Electric Drive 2.0 is a power mode under the new Blue Whale Power Platform released on March 13. It has several advantages. Firstly, it can switch between extended range and plug-in hybrid modes, offering a twin electric hybrid that improves with use. The vehicle's mode varies based on the user's scenario.
For instance, in urban areas, it operates in extended range mode with stronger electric power, while on highways, it switches to plug-in hybrid mode for more power. This is the first method of using extended range and plug-in hybrid capabilities.
Secondly, we have the innovative IEM Intelligent Energy Management system, which dynamically stores energy for users based on navigation and road conditions. Another unique feature we have is controlling the accelerator pedal not just for power but also for vehicle control. In situations like uphill and downhill driving, if the user unintentionally releases the accelerator pedal, it may cause discomfort. We now control acceleration, where the same accelerator pedal position results in different accelerations, preventing motion sickness from frequent operations. For example, on uphill and downhill roads, we can maintain the user's accelerator pedal position for consistent speed changes. The system controls acceleration, optimizing the transition between modes to enhance the overall driving experience, showcasing our innovative technology.
Thirdly, achieving acceleration control requires significant computing power, so we have equipped it with a high-power four-core chip.
Lastly, in terms of craftsmanship, our motor utilizes a 10-layer flat wire technology. While a certain T brand previously used this technology, they have now reverted to an 8-layer flat wire. Currently, the only brand still using the 10-layer flat wire motor is the Smart AI Electric Drive 2.0, resulting in higher efficiency in the electric drive. These four points together establish the strong product advantages of the Smart AI Electric Drive 2.0.
