At the 2023 Chengdu Auto Show, Liu Yong, deputy general manager of Jietu Automobile Marketing Company, talked with Aika Automobile. Liu Yong said that although the market is rolling, it has overcome difficulties and is committed to creating more outstanding products. At the same time, the emergence of Jietu travelers will also bring a lot of impact to the market, giving consumers better choices. The following is a record of the dialogue.
Aika Automobile: First of all, Mr. Liu is very welcome to the interview room of Aika. Please tell us about the highlights of this booth of Jetway.
Liu Yong:Let me briefly introduce that the highlights of this booth are mainly reflected in three aspects: the first one is based on the most distinctive scene display of Jietu. All along, every auto show has been launched as an inherent characteristic label of Jietu travelers, and the whole booth style is also based on travel.+First of all, around the experience area of food and cross-country, some camping scenes, including the panda element unique to Chengdu, were built.
The second is in terms of exhibits. The whole booth is surrounded by a car, namely Jetway Traveler. At the same time, we display fuel and hybrid C-DM simultaneously. After nearly two years of polishing, Jietu travelers undertake Jietu travel.＋An important product of the strategy. It is not only very tough in appearance, but also equipped with the latest sixth-generation four-wheel drive technology of the world’s first Borgwarner — — XWD automatic intelligent four-wheel drive system. In terms of intelligence, it is equipped with 8155 chip of Qualcomm Snapdragon, and in terms of assisted driving, it is equipped with L 2.5 intelligent driving assistance system. In our own language, this is a beautiful, pleasant, urban and wild model, and its overall performance is still very good.
The third highlight is that we invited the famous singer Sitar tan today, and I guess the whole venue knows about it. In addition, there is also a "motorcycle goddess" as a special guest of Jietu travelers to help out.
The highlights of this auto show are mainly the above three aspects.
Aika Automobile: At present, the industry as a whole is becoming more and more involved. How can Jetway maintain an upward development trend in the fierce competition?
Liu Yong:We have been insisting on traveling since we founded the brand.＋Strategy, from two major aspects: we have achieved "three major persistence" and "three major development".
The first insistence is to insist on traveling.＋The strategy is unwavering. We are always based on travel.＋Strategy, in terms of products, includes cross-country, intelligence and health, including the whole ecology, through which to build travel.＋Products. At the same time, around the user experience, we build a traveler ecology, including alliances, products and platforms, and strive to bring users a different experience.
The second insistence is to persist in taking users as the center. Jietu always puts the user’s experience first, so every time we gain insight into the market, we will deeply analyze the real needs of users. Including when building this car, we experienced about more than 30 collisions with users back and forth, and finally provided them with products and services that exceeded expectations.
The third insistence is to adhere to the domestic and international two-line drive. In the future, the domestic and international sales patterns will account for half, and now we are exploring new international markets, including the European Union market, etc., and we are still making the layout in this regard.
The "three major developments" are mainly to develop new categories, new energy markets and new marketing models.
Travel now＋The market is a new category. Based on this, we will continue to introduce new products in the future. For example, we will continue to launch new sub-categories of products such as T-2, T-3 and pickup trucks. At the same time, under the blessing of intelligence and mixing, we will continue to create product matrices.
In terms of new energy, in the second half of October or so, Jietu will release a new energy product sequence to create two major sequences of a brand. Probably in 2024, it will be fully mixed. At that time, the sales pattern will be 50% fuel and 50% hybrid. The current plan is that there will be about 6-7 hybrid products next year, all of which are a series of products under the platform technology of a new generation of hybrid special engines and hybrid special gearboxes. In the future, there will be at least 8 models of our hybrid series products, and at least 8 models under the traditional fuel vehicle products. The reason why there are so many layouts is to support the strategic goal of one million in 2026.
The last one is new marketing, and we always adhere to the core path of new media marketing. When it comes to new media, it is estimated that the whole industry is relatively recognized by Jetway, and our new media contributes more than 1/3 to sales. We have many innovations, such as the industry’s first "white plus black" live broadcast mode. We have set up our own live broadcast team and online celebrity team to build a matrix of more than 6,000 accounts. At the same time, the support for competitiveness is inseparable from channels. At present, the development of Jietu terminal channel is very healthy, and now most dealers can be profitable. At the same time, the dealers are very satisfied, so the whole channel network is healthy. What does this promote? On the one hand, it urges dealers to provide good services to customers. The reason why we can achieve this is that we are strict in the management of the whole market discipline and price system; In addition, the support for dealers, whether it is new media or innovative marketing services like door-to-door test drive, also brings a lot of support to dealers.
In a word, it should be based on travel.＋Strategy, while focusing on internationalization, mixing and new energy strategy, deepen marketing innovation and new media construction, and use these plans to support the overall competitiveness of Jietu Automobile to continue to rise to cope with the current situation of market involution.
Aika Auto: It is still the goal of brand upgrading. You just mentioned Jetway Traveler, and we also saw hot search and hot list online. What role does Jetway Traveler play in the process of brand promotion you just mentioned?
Liu Yong:This is my understanding of Jetway Traveler. Both inside Chery Group and inside and outside the whole industry, including end users, are very concerned about this car, and we also have high hopes for it. Jietu travelers themselves undertake the whole trip.＋A very important product of strategy, I understand that it probably shoulders three major responsibilities:
The first is brand advancement. The arrival of travelers is to inject new vitality into the whole Jetway brand, and it is also our travel based on this brand.＋Strategy, an attempt at a new market for cross-country travel, hopes that this product can drive the whole brand upward. At that time, we defined category as the first duty. What is the second responsibility? Chain extension of products. At present, X70 series and X90 series, for example, represent family travel series, Dasheng represents cool travel series, and the arrival of Jietu travelers is to start light cross-country outdoor travel. The reason why we start these three types of travel series is purely to meet the needs of users for diversified travel, so we also put forward high requirements for travelers. For the expansion of our entire product sequence, its third responsibility is to expand the circle of people. The arrival of travelers has helped Jietu to re-arrange the coverage of users, covering many people with different industry backgrounds, different life backgrounds and different age levels, especially those who have high and strong aspirations for travel. This is also the third responsibility given to it.
Aika Auto: Actually, it’s quite a long time for travelers to start pre-sale from the beginning to today. There may be voices on the Internet calling travelers "inkers". Why is the marketing pace so slow? Just now you mentioned that after dozens of user co-creations, are we constantly improving in order to tap the needs of many users?
Liu Yong: The word "inkblot" is very popular on the internet now, and it can basically become synonymous with travelers. I think so. "Ink Maker" may be our iron powder and a manifestation of paying attention to users’ voice to travelers.
I don’t think we can say ink. Why do you say that? From two aspects, on the one hand, a product needs to go through many steps from design to research and development. In the whole process, we must ensure that there is no mistake in every link, otherwise there is no way to ensure that the products delivered to each customer are qualified, meet the expectations of users and meet their needs.
The concept car of this product was released in early January, and it has lasted about 20 months up to now. The longer a car is polished and the longer it takes for quality control, the more secure it is for customers, which is a good thing. Secondly, as many users know, as well as you, the teacher, Jetway’s promise to users is the lifetime warranty of the whole vehicle. In order to fulfill this promise, we test the whole product harshly.
We hope to provide a product that can reassure users and satisfy the market, so it is a little late.
Aika Auto: With careful polishing, our travelers are positioned as off-road SUVs. What are its core highlights and characteristics?
Liu Yong:In fact, we have a lot of highlights. I think this car has a good balance of product strength from the tough appearance to the light off-road ability, comfort and intelligence. In our own words, it can be summed up in four aspects: beauty, pleasure, city and wildness.
Keyan adopts the aesthetic design of "vertical and horizontal way" in modeling, and the whole body looks tough and gives people a sense of strength. At the same time, the length, width and height of the car body are 4785/2006/1880mm and the wheelbase is 2800mm respectively. The whole car body is very harmonious, and it can also bring some outstanding space experiences to users.
Keyue mainly refers to quality and quality. As I said just now, we promise the users a lifetime warranty for this car. In terms of safety, this car adopts a steel cage body structure, and the high-strength steel of the whole car accounts for 80%. On the other hand, the torsional stiffness of our car body has reached 31000N·m, which is also very high.
In terms of intelligence, we have an intelligent cockpit and assisted driving. We use Qualcomm Snapdragon’s 8155 chip, including the entire UI and UE interface, and the operation level is silky. Intelligent language control of the whole scene, millisecond response, very fast speed, intelligent assisted driving can reach L2.5 level.
The biggest feature is light off-road ability. Travelers are equipped with the latest sixth-generation technology provided by the world’s first Borg Warner — — XWD automatic intelligent four-wheel drive system. It contains an intelligent torque manager and an intelligent limited slip differential lock, which can distribute the power torque well. This system is very intelligent and easy to operate for off-road white. For example, the conventional four-wheel drive system needs to stop the padlock behind the car, and it can operate automatically. X mode can automatically identify road conditions and automatically switch modes. The second biggest feature is that with the guarantee of four-wheel drive system, it is smoother in the process of driving in corners and faster and more stable on wet roads. I think it is quite competitive in the market.
Aika Auto: You just highlighted the four-wheel drive system. Please tell us about the sixth-generation four-wheel drive system provided by Borgwarner.
Liu Yong:This four-wheel drive system is the sixth-generation four-wheel drive technology of Borg Warner — — XWD automatic intelligent four-wheel drive. This is the first cooperation between Borgwarner and Jetway, and it is also the first time for travelers to carry it. The core of this is two parts. The first part is the intelligent torque manager I just talked about, which can realize the automatic distribution of torque and transmit the torque of the front axle to the rear axle in real time. The second part is the intelligent limited slip differential lock, which can realize the super four-wheel drive function by intelligently and automatically distributing the torque on the wheels on both sides of the rear axle. The third is Borg Warner, which is the largest supplier of auto parts in the world, so it is trustworthy in terms of technology, function, quality and stability in four-wheel drive. This is the performance of XWD automatic intelligent four-wheel drive, and it is it that gives travelers excellent off-road ability.
Aika Auto: You just mentioned the excellent off-road characteristics, but travelers use a load-bearing body, which may be different from the well-known non-load-bearing off-road models. What do you think?
Liu Yong:I think the positioning is different. Through a lot of market research and analysis, we found that users need a car with off-road capability, but at the same time it can’t lose comfort and fuel economy. Although everyone belongs to the off-road direction, the models with girders generally pursue the ultimate off-road and take the ultimate route. The traveler’s positioning is a travel off-road SUV, which belongs to a light off-road vehicle, taking into account off-road, comfort and fuel economy. It is a car designed around the scenes of users during travel. Travelers can not only provide users with good off-road functions, but also XWD fully automatic intelligent four-wheel drive and 2.0T Kunpeng Power can provide high power output, comfort and excellent fuel economy. Generally, the fuel consumption of vehicles with girders is very high. Under the same level of 100 kilometers, the fuel consumption difference between vehicles with girders and vehicles without girders is about 2L oil.
Aika Auto: Which cars are our travelers currently competing in the market? What’s the difference?
Liu Yong:I understand it this way. We position it as a travel off-road SUV, which has a unique market segment. If you want to say absolute competing products, I think big dogs and tank 300 should all belong to this circle. They are all excellent models on the market, and we have a lot to learn from them. From the vehicle itself, it is possible that the traveler is closer to the tank 300. However, the tank 300 is equipped with a girder, which is extremely cross-country and modified. The cross-country ability of travelers is about 70% of it. Through this Chengdu Auto Show, we can see that there will be more and more products in this direction in the future, including the new BJ40 and the Haval Raptors. There will be more and more competing products in this direction. My understanding is that we will make the market bigger and the cake bigger together.
Aika Automobile: Recent Exploration06The listing is quite hot, our travelers and exploration06What are the positioning differences, and will there be a competitive relationship?
Liu Yong:I don’t think there will be competition. Why do you say that? Exploration 06 is actually owned by our own group. Its positioning is a national four-wheel drive exquisite Yueye SUV, and its main audience is more urban, especially in terms of price, which can bring many surprises to everyone and provide users with a more choice to buy four-wheel drive. Jietu’s positioning is different. Travelers are medium-sized SUVs. In addition, Jietu travelers are equipped with XWD fully automatic intelligent four-wheel drive system, which matches the power of 2.0T Kunpeng, which is quite different from Exploration 06 in terms of vehicle positioning and power matching. In addition, the traveler’s positioning is to travel off-road SUV, and the whole positioning is still different.
Aika Auto: Yes, thank you for sharing! Time relationship: Today’s interview ends here.
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