The self-owned brand camp has now added a new force. On August 28th, Kaiyi Motor held a brand launch on the eve of the Chengdu Motor Show, announcing the official establishment of its brand and releasing the first A-class SUV concept car i-CX. Regarding the positioning and development direction of this brand-new brand, Zheng Weirui, general manager of Kaiyi Motor, said that Kaiyi's goal is to become an innovative Internet car company, dedicated to building a smart connected car that young people love.
Expanding the living space with "smart interconnection"
It is understood that Kaiyi Automobile was established in January 2014. It is an independent automobile enterprise integrating automobile research and development, brand marketing and service, which is led by Chery Holding Group.
As a new car brand, how to achieve survival and development in the Chinese auto market, which has been fiercely competitive, is a question that Kayi Motor needs to answer. Today's China is not only the world's largest auto market, but also the most competitive auto market in the world. According to statistics, in 2013, the annual sales volume of the Chinese automobile market exceeded 20 million, and there were more than 500 automobile products of nearly 100 automobile brands, which were 2.1 times and 1.8 times that of the United States.
In this regard, Zheng Zhaorui said that Kaiyi will not follow the positioning and development model of traditional auto companies, but seize the trend of the times and industry trends, and choose "smart interconnection" as an entry point to find the vast blue ocean under the surface of the Red Sea.
"With the development of the Internet, consumers' demand for smart communication of automobiles, the impact of e-commerce development on traditional automobile marketing models, and the challenges of energy crisis and environmental crisis on the traditional form of automobile will prompt the automotive industry to undergo industrial changes. "Zheng Zhaorui said. In his view, Kaiyi Automobile has seen this development trend and hopes to explore the development of a new automobile industry by combining the technical resources, production resources and human resources that Chery Holding Group has explored and practiced in the automotive industry for many years. mode.
Zheng Zhaorui said that Kaiyi will combine computer technology, Internet technology and traditional automotive technology to provide consumers with more intelligent and interconnected automotive products. Cars will no longer be just a means of transportation, but a mobile internet terminal.
Internet thinking builds a "light" model
Smart Internet is now the trend of the global automotive industry. In addition to foreign companies such as GM and Google, Chinese auto companies such as SAIC and BAIC have established cross-border cooperation with Internet companies. In contrast, Kay Wing, as a new brand, does not have an advantage in terms of capital, technology, and experience.
In this regard, Zheng Zhaorui’s answer is: “Kaiyi will focus on building a competitive advantage with new, light, refined, intelligent and win-centered.†Use Internet thinking to explore R&D, production, marketing and other links to create an Internet innovation. A new car brand in the development model.
Kaiyi's first generation of products set a "5+1" product plan, the planned product system is small and refined, mainly six cars. These 6 models include an A0 SUV, an A-class SUV, a MPV, a CROSS based on SUV and MPV, a Class A car and an A0-class sedan. .
It is worth mentioning that Kaiyi Automobile will be different from the traditional automobile enterprises in terms of production, and will realize the operation of light assets of enterprises by entrusting OEM and leasing models implemented by mobile phone enterprises.
“In the past, one of the hallmarks of the automaker’s main engine factory was to have an engine production line and four major process plants for stamping, welding, painting and final assembly. The investment in these factories was billions or even billions, and the car became a heavy investment. Industry, high threshold has affected the innovation and development of the automotive industry. Moreover, after more than a decade of rapid growth, the Chinese automotive industry has accumulated a large amount of production capacity, making the Kaiyi light asset operation mode possible.†Zheng Zhaorui said.
For product development, Kaiyi will adopt a research and development model combining intelligent R&D, joint innovation and consumer participation. The so-called intelligent research and development, that is, through the platform of modularization, standardization and generalization, enhance the general level of components and gradually reduce the product development cycle. Joint innovation refers to the development of a smart interconnect system based on future products through the establishment of a “joint laboratory†with Internet companies. It is reported that Kaiyi has already negotiated strategic cooperation with many well-known Internet companies in China to jointly develop smart connected car systems. In addition, Kaiyi will try to engage consumers in research and development for the first time in the automotive industry. Zheng Zhaorui said that consumers' demand for products will be the principle and direction of enterprise R&D, and Kaiyi will jointly develop with consumers.
In terms of sales channels, Kaiyi will actively explore new sales models that match the Internet and physical stores due to the impact of e-commerce and the unsustainable operation of traditional 4S stores. In the future, consumers will not have to go to 4S stores to achieve online car selection, on-site door-to-door experience, online car purchase, etc., to meet consumers' needs for more convenient car purchases in the connected era.
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Kaiyi's first concept car i-CX debut
At the press conference, Kaiyi released its first concept car, the i-CX, an A-class SUV concept car, which will adopt 1.6TCI/1.4TGDI/plug-in hybrid power in three different power forms, equipped with 6MT/ 6DCT transmission and full-time four-wheel drive.
The Kaiyi i-CX concept car is inspired by the combination of natural eagle power and agility. The front grille and the headlights show the flying wing design elements, while the side waistline and the protruding wheel eyebrows add a lot of design. Sporty. In addition, the i-CX concept car is also equipped with a panoramic glass, and the arrow-shaped lines are very characteristic. In terms of body size, the length, width and height are 4577/1946/1709mm, and the wheelbase is 2800mm. In the future, Kaiyi will also fully consider the needs of users and add more intelligent and technological configurations.
Kay Wing: Wings of Triumph
The name of Kaiyi comes from the ancient text - Kaifeng from the south, Zhenlin fled. The brand LOGO consists of two parts. The following V-shape represents victory, triumph and value, and that the realization of customer value and social value is the way for the company to achieve self-worth. Above the car logo is a pair of flying wings, which is the wing of the flying, which means that the enterprise is booming and flying high.
The English name "COWIN" is a combination of words, "Co" means joining hands together; "Win" means winning and achieving success. “COWIN†means “joining and uniting and win-winâ€.
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